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June 25, 2025

AI Is Changing How Customers Find You—Here’s What You Need to Know

By Lee Germeroth

 

In just the past year, Artificial Intelligence (AI) has dramatically changed how people search for information. That includes how they shop for food.

If you run a small farm or food business, your online presence is no longer just about what you say—it's also about what AI systems think you're saying. Increasingly, AI is evaluating, summarizing, and sometimes even speaking for your brand, often without your direct input.

Let’s unpack what that means—and why it matters.

From Search Engine to Answer Engine

Traditional search engines like Google used to show a list of blue links. Users clicked, browsed websites, and made decisions based on what they found.

But now, tools like Google’s AI Overviews and ChatGPT are doing something different: they summarize the internet for people.

  • Instead of visiting five websites to compare grass-fed vs. grain-fed beef, users now get a single AI-generated answer.
  • Instead of looking through pages of farm listings, they might ask ChatGPT, “What’s a good CSA in central Texas?” and trust the summary it returns.

Your business may or may not be mentioned. But one thing is clear: you don’t have control over the answer unless your content is structured to be found, interpreted, and quoted by AI.

How AI Finds and Prioritizes Information

AI doesn’t “surf” the internet the way people do. It scans for clear, structured content and patterns that help it determine:

  • What your business does
  • What products or services you offer
  • Where you’re located
  • Whether you’re trustworthy enough to cite

If your site doesn’t provide that information in a way AI can easily parse, you might get skipped over—even if your offerings are exactly what someone is looking for.

 

What This Means for Your Business

This shift has big implications for farms, ranches, and food producers—especially those trying to grow a brand or build local visibility.

1. Your Website May Be Invisible (Even If It Looks Great)

AI tools look for more than pretty design. They prioritize structured content—answers to real questions, formatted in a way machines understand.

2. “Position Zero” Is the New Page One

Being listed first in traditional search used to be the goal. Now, the most valuable position is “position zero”—being the source an AI pulls into its summary. That’s what builds trust and recognition.

3. Brand Recognition Starts Earlier

People may see your name, values, and offerings before they ever click a link. Even if they don’t convert immediately, being featured in AI-generated answers creates early brand familiarity.

Be a savvy business owner.

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You Don’t Need to Be a Tech Expert—But You Do Need to Be Strategic

You don’t have to master AI or become a digital marketer, but you should understand the new rules of visibility:

  • Structure your content to answer real customer questions.
  • Be clear and specific about what you offer, where you serve, and what sets you apart.
  • Understand that AI is now a gatekeeper. It's shaping the information people see first.

Whether you’re selling pasture-raised meats, seasonal produce, or handcrafted food products, your online presence is now your first impression—and AI is part of that conversation.

Pro Tip: Add a short FAQ with real customer questions to make sure your voice is heard—AI tools love clear Q&A content. Need expert help? Our new AI-Optimized SEO Service can handle your needs.

The Future of Search Is Already Here

AI won’t replace the value of a handshake at the farmers market, a thoughtful newsletter, or a visit to your farm. It is, however, becoming the first point of contact between curious consumers and values-driven businesses like yours.

If being discovered, trusted, and remembered matters to you, understanding how these systems work is essential. Staying informed helps ensure your business shows up—and stands out—when AI answers the next customer question.

Want to Show Up in AI-Generated Search Results?

That’s exactly what our new AI-Optimized SEO Service is designed to help you do.

At Good Roots, we work with farm and food businesses to increase visibility in AI-powered search tools like Google’s AI Overviews and ChatGPT. Our approach blends:

  • Answer Engine Optimization (AEO) – crafting expert-driven FAQs your customers are already searching for
  • Technical Schema Markup – helping AI tools find and understand your answers
  • Classic SEO Foundations – ensuring your site is strong, structured, and built to grow

This one-month engagement is a focused, collaborative effort to get your business in front of modern search audiences without gimmicks, and with long-term value in mind.

Ready to take the next step? Schedule a time to speak with us.

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