Small business, don’t get confused by the hype. Google is still number one.
Artificial intelligence (AI) is everywhere. ChatGPT is changing how people find information, social media still draws enormous attention, and businesses are constantly told they need to rethink their digital marketing.
But amid all the excitement about new technology, small business owners shouldn’t overlook one very important fact.
Google is still the number one platform people use to find local businesses.
New research from BrightLocal, published in October 2026, reinforces how important Google remains, despite growing attention to AI search and social media.
And interestingly, it reveals a significant disconnect between how customers actually find businesses and how business owners believe they’re being found.
What does the research tell us?
BrightLocal surveyed 1,002 American small business owners with 1 to 50 employees. The research also draws on BrightLocal’s separate consumer research into how people search for local businesses.
While the findings are based on the United States, the lessons are highly relevant to Australian businesses, particularly those competing for customers in their local communities.
The findings are revealing:
- 71% of consumers used Google at some point during their most recent search for a local business.
- 61% started their search on Google, including Google Search and Google Maps.
- Only 22% of small business owners identified Google as one of their two biggest sources of new customers.
- 33% of business owners believed social media was among their two leading sources of new customers.
- 23% identified AI tools as one of their two leading sources.
That final figure is particularly interesting. AI might be generating plenty of attention, but the consumer research shows that Google remains a central part of the customer journey.
The figures also measure different things. The consumer data shows where people searched, while the business owner data records where owners believe their customers came from.
The key message is that business owners may be underestimating Google’s role in bringing them new customers.
Don’t confuse marketing hype with customer behaviour
It’s easy to become distracted by the latest digital marketing trend.
AI search is developing rapidly, and platforms such as ChatGPT are creating new opportunities for businesses to become visible to potential customers.
Social media also plays an important role, especially in building brand awareness, maintaining relationships, and showcasing products or services.
But neither changes Google’s fundamental importance.
Consider a homeowner in Geelong looking for a plumber, a family in Ballarat searching for a dentist, or a business owner in Hobart needing an accountant.
They may have seen a recommendation on Facebook, heard about a business from a friend, or even asked an AI tool for suggestions.
But Google can still play a crucial role in what happens next.
They might search for the business, compare its services with competitors, read reviews, visit its website, or use Google Maps to find its location.
That means Google can influence the decision to contact a business, even when it wasn’t the original source of the recommendation.
Your website and Google visibility work together
One of the most interesting findings in the BrightLocal research was that 22% of business owners identified their website as one of their two leading sources of new customers.
But that raises an obvious question.
How did those customers find the website in the first place?
For many businesses, Google is an important part of that journey.
A customer searching for a local service might find a business through organic Google search results, a Google Business Profile, or Google Maps.
From there, they can visit the website to learn more, review completed projects, understand the services offered or make an enquiry.
This is why search engine optimisation (SEO) remains so important.
A well-structured website that clearly explains what your business does and where it does it helps Google understand when your business is relevant to a local search.
For Australian small businesses, that means having clear service pages, relevant location information, useful content and a website that makes it easy for customers to take the next step.
AI search matters, but don’t abandon what works
AI will continue to influence how people discover businesses.
Businesses should prepare for this change by making their information clear, accurate, and accessible across their website and other relevant online platforms.
However, investing in AI visibility shouldn’t mean neglecting your existing Google presence.
The BrightLocal research demonstrates why.
Even when customers start their search elsewhere, many still turn to Google when making a decision.
Rather than treating Google and AI as competing priorities, businesses should consider how they work together.
Strong website content, consistent business information, a well-maintained Google Business Profile and genuine customer reviews can support your wider online visibility.
The objective isn’t simply to appear in search results. It’s to give potential customers the confidence to choose your business.
What should Australian small businesses prioritise?
For most local businesses, the fundamentals remain the same.
Your digital marketing should make it easy for prospective customers to:
- Find your business when searching for your services and locations.
- Understand exactly what you offer.
- See evidence of your experience and previous work.
- Read genuine customer reviews.
- Contact you or make an enquiry.
That requires more than simply having a website.
It means maintaining your Google Business Profile, improving your local SEO, keeping your website relevant and ensuring your business information is consistent.
AI search visibility is an important additional consideration, but it should complement these activities rather than replace them.
The bottom line: Google still matters enormously
The digital marketing landscape will keep evolving. Some changes will create genuine opportunities, while others will generate more noise than results.
For Australian small businesses, the priority should always be understanding where their customers are searching and making sure they can be found.
The BrightLocal research makes one thing clear.
Google remains a major part of the local customer journey, and businesses that underestimate it risk missing valuable opportunities.
At GOOP Digital, we believe the best digital marketing strategies start with getting the fundamentals right, then building on them as technology changes.
Is your business as visible on Google as it should be?
If you’re unsure whether your website, local SEO and Google Business Profile are helping customers find you, talk to the GOOP Digital team.
We can review your current Google visibility and help you identify practical opportunities to generate more enquiries.
Contact GOOP Digital to discuss your website, Google rankings and AI search visibility.
Research source: BrightLocal, Customers still use Google, but small businesses don’t think it’s important, October 2026.
Read the BrightLocal research article | Read the full Small Business Marketing Report 2026
Research note: The study surveyed 1,002 US-based small business owners with one to 50 employees and drew on separate US consumer research. The percentages quoted are American findings, not Australian statistics.