Visionary's Take: How AI Is Changing SEO for Des Moines Businesses
Visionary's Take: How AI Is Changing SEO for Des Moines Businesses
If your website traffic has been slipping even though you haven't changed anything, you're not imagining it. We've been hearing this from a lot of clients lately, and the honest answer is that the rules changed on us.
What's Going On?
For a long time, the formula was pretty simple. Rank on page one of Google, get clicks, get customers. SEO meant finding the right keywords, building backlinks, and putting out consistent content. It worked well for years, and we got pretty good at it.
Then AI came along and blew the whole thing up.
Tools like ChatGPT, Google's AI Overviews, and Gemini are now answering questions directly with no click required. Instead of a page of results to browse, people get one ready-made answer served up for them and move on. Early 2026 data shows that nearly 70% of searches now end without anyone clicking through to a website. That's not a small thing. That's a fundamental change in how people use the internet, and we're all feeling it.
So, Is SEO Dead?
Not entirely, but the version most businesses are still practicing isn't cutting it anymore.
Dropping keywords into a blog post and waiting to rank isn't a strategy. Google has been pretty clear that they're rewarding real expertise and genuine value, not content written to game an algorithm. Here's the irony: a lot of the content flooding the internet right now fails exactly that test. It looks fine on the surface but doesn't actually say anything useful, and it's starting to drag down the sites publishing it.
What We're Seeing Work Right Now
We've been watching these shifts closely and adjusting how we work with our clients. A few things keep standing out.
Being a trusted source matters more than ever. AI systems pull from sources they trust, so if your content is clear and authoritative, you have a real shot at being the source that gets referenced. Genuine authority still counts too: reviews, consistent brand presence, original insights. Things we've always believed in, honestly. And leaning entirely on Google is increasingly risky, since people are searching across YouTube, LinkedIn, and newer platforms more than ever before.
What This Means for You
We've been through plenty of "everything is changing" moments in this industry. Some came and went without much impact. This one feels different, and honestly, not in a scary way. For Des Moines businesses, it's a real opportunity. The local market keeps growing and getting more competitive online, and the companies that adapt now are going to have a leg up.
If you've been wondering whether your digital strategy needs a fresh look, it probably does. We'd love to talk through what makes sense for your business. Reach us at 515-369-3545 or sales@visionary.com.
