Google's search results page is changing, and it's having a major impact on how customers find businesses like yours. You've likely noticed the new AI-generated summaries, called AI Overviews, appearing at the top of many search results. While designed to provide quick answers, they are also causing significant drops in website traffic for many businesses, creating what some are calling an "organic traffic crisis." Since studies in July 2025 first highlighted a "devastating"

Search Engine Optimisation (SEO). Artificial Intelligence (AI). Generative Engine Optiisation (GEO). Puzzle Creative Marketing Agency.

Search Engine Optimisation, or SEO, can feel like a complex, ever-shifting puzzle. Just when you think you understand it, a new algorithm update or technology like AI arrives, changing the rules. For new and growing businesses, this can be daunting. Where do you even begin? The good news is that the core principles of SEO remain surprisingly consistent. It's about understanding what your audience is searching for and creating the best possible answer for them online. This art