Are you into the AI hype? If you’re a small business owner in the UK, maybe you’re a brilliant electrician in Birmingham, a fantastic consultant in Manchester, or a top-notch plumber in Plymouth, you’ve probably heard the buzz. Everywhere you look, someone’s going on about AI and how it’s changing everything, including Google.

It can feel a bit overwhelming, right? Like you need a degree in robotics just to keep your website showing up on Google. You’re busy enough running your actual business without having to become a tech wizard too!

But here’s the secret: a lot of the “AI hype” is just that… hype. The real key to winning online hasn’t changed. It’s about being genuinely helpful to the people who find you. AI is just a new tool in the shed, but you’re still the master craftsman.

So, let’s break down how to use this AI hype or shift to your advantage, without losing the human touch that makes your business brilliant.

The Real Deal on AI in Search: Your New, Speedy Apprentice

Think of Google’s new AI features (like those AI Overviews that pop up at the top of search) like a really clever, but green, apprentice. It can sift through a mountain of information super fast and give a general summary. But does it have the years of hands-on experience you have? Does it understand why a customer in Cardiff might ask a question differently to someone in Carlisle, or why a specific old housing stock in Bristol needs a particular approach? Not quite.

This is your superpower. While AI looks for patterns, your customers are looking for a connection, a solution they can trust. They want to trust the actual person who’s going to fix their boiler, manage their books, or build their website. Our job is to make sure your website shouts that trust from the digital rooftops, louder than any AI-generated summary ever could.

Your Winning Strategy: Be More You (It’s Your Secret Weapon)

Forget trying to out-smart a robot. The best way to cut through the AI hype is to be more human. Authenticity is something that algorithms sense but can’t replicate.

1. Build Real Relationships (Online and Off!)

Your website and social media shouldn’t be a static digital brochure. They should be your friendly shop front where you have a proper chat.

• Actually Talk to People: If someone comments on your Facebook post or leaves a review, reply to them personally! Ask your followers questions like, “What’s the biggest headache you have with your [e.g., heating system]?” It shows you’re a real person running a real business who actually cares. This engagement is a powerful signal to both platforms and people.
• Share Your Stories & Face the Camera: Did you have a tricky job you were proper chuffed to solve? Tell people about it with a short video or a post with photos. A 60-second video on Instagram Reels or TikTok showing a “before and after” of a job, or explaining a common issue, works wonders. These personal stories and seeing your face make you memorable and relatable.

2. Create Content That Actually Helps Your Neighbours

Google is getting scarily good at spotting content that’s been churned out by AI just for the sake of having words on a page. They want to show their users the best, most helpful answers from real experts.

• Answer the “Why” and “How”: Instead of just writing a generic page “We fix boilers,” create a simple, picture-based guide on “3 Noises Your Boiler Should Never Make (And What They Mean).” You’re answering the real, panicked question your customer has before they even know they need to call you. This builds immense trust and positions you as the helper.
• Be the Local Expert: You know your trade and your town inside out. Share that knowledge. Write a blog post about “The Best Energy-Efficient Heating Solutions for Victorian Homes in [Your Town].” This hyper-local expertise is pure gold.

Using AI as Your Sidekick, Not Your Boss

Okay, so AI isn’t the enemy. We use it ourselves in our agency! It’s an amazing tool, but it’s just that: a tool. It should work for you, not the other way around.

• Keyword Research Made Easy: We use AI tools to quickly find the phrases real people in the UK are typing into Google. This helps us make sure your website speaks their language. For example, it can tell us if people search for “leaky tap fix” or “dripping tap repair” more often. But then, you add the real advice they can’t get elsewhere.
• Spotting Gaps & Beating Writer’s Block: AI can help us look at your existing website and say, “Hey, you haven’t talked about this common question yet!” This lets us fill in the blanks with your genuine expertise. Stuck on what to post this week? Ask an AI for 10 blog ideas for a landscaper, then take the best one and write it in your own voice, adding your personal stories and photos from past jobs.

The Bottom Line: It’s All About Trust (Or, What Google Calls E-E-A-T)

All this boils down to one thing Google loves more than anything: Trust. They call it E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness). But let’s call it what it is: being a legit, reliable business that your community knows and values.

• Show Off Your Experience: Got photos of your stunning work? Brilliant 5-star reviews on Google My Business? Videos of you explaining a complex topic in simple terms? Show them off proudly on your website! That’s social proof no AI can fake. Encourage your happy customers to leave reviews. They are digital gold for a small business.
• Be Transparent: Be clear about who you are, where you’re based, and what you charge. Have a clear ‘About Us’ page with photos of you and your team. People buy from people they know, like, and trust. Transparency is the foundation of that.

Don’t Get Swept Up in the AI Hype, Get Focused on Your People

The digital world will keep changing, but the core of great marketing and building a successful business won’t. It’s about making a human connection, solving problems, and providing a fantastic service.

So, while it’s smart to use new tools to save time, don’t lose sleep over the AI hype. Focus on being helpful, being authentic, and sharing the amazing work you do. Talk to your customers online like you would on their doorstep. That’s how you’ll build a business that not only ranks on Google but that people in your town genuinely love, trust, and are happy to recommend to their friends and neighbours.

If all this still feels a bit much and you’d rather focus on the tools than the tweets, that’s exactly what we’re here for. We Get Digital is built on helping brilliant UK businesses like yours get found online, without the confusing jargon.

Book a meeting with us today and let us help you handle the techy SEO side, so you can focus on doing the work you love. Give us a shout if you fancy a friendly, no-pressure chat.