Google is quietly rolling out one of the biggest shifts in search since the invention of SEO — and most small businesses have no idea it's happening.

A recent study from Seer Interactive uncovered how Google's new AI model, Gemini 3, processes search queries. This changes everything about how small businesses should think about online visibility.

Let's break it down in plain English.

When someone searches for something like "best plumber near me," Google's AI doesn't just run that search.

Behind the scenes, the new Gemini model fires off 10–20 additional sub-queries — ultra-specific, long-tail versions of what the person typed. Things like:

• "emergency plumber response time 2025"
• "plumber reviews in Frisco TX"
• "how to tell if a plumber is licensed in Texas"
• "best plumbing companies for older homes"

Most of these have zero traditional search volume, meaning you'd never see them in keyword tools.

Here's the kicker: These hidden sub-queries influence which businesses Google chooses in its AI Overviews and AI-driven recommendations.

If your content doesn't answer these deeper, more specific questions, Google's AI may skip right past you — even if you rank well for the obvious keywords.

Texans don't search like people in New York or California. We're more local, more practical, and we compare brands differently.

AI search amplifies that.

Gemini's fan-out queries pick up things like city and neighborhood names, service types specific to Texas industries, brand names plus local competitors, and up-to-date info (anything that includes 2024/2025).

Small businesses with thin content or outdated pages are at a major disadvantage.

Old SEO was about ranking for a few target keywords, optimizing meta tags, building backlinks, and writing basic service pages.

Now, AI-powered search pulls from a wider, deeper pool of content — often from multiple websites.

To show up, your business needs context-rich content that answers the kinds of specific, comparison-heavy questions AI is now generating.

Rank for "HVAC repair Dallas." Add a service page. Get some reviews.

You need content that answers questions like:

• "AC repair costs Dallas vs Fort Worth 2025"
• "which HVAC brands work best in Texas heat"
• "is Lennox better than Trane for high humidity homes"
• "emergency AC repair wait times in Dallas in July"
• "best thermostat settings for Texas summers"

These are the kinds of fan-out queries Gemini generates — and they're exactly what show up in AI Overviews.

If you cover this depth, AI will prefer your business because it understands you're more helpful.

Here's the TexasCMO playbook:

Your content should answer comparisons, pros/cons, pricing ranges, industry jargon explained simply, year-based questions (ex: "2025 cost guide"), and local context (city, weather, region, competitor ecosystem).

This makes your website more compatible with AI fan-outs.

AI doesn't only pull from your site — it pulls from anywhere your business is mentioned.

You want reviews, interviews, local news mentions, directory listings, and niche industry sites. These give AI more "surface area" to find you.

Because roughly 21% of AI fan-outs include years, content that says "Updated for 2025" has a higher chance of ranking in AI results.

Instead of worrying about ranking #1 for "Dallas landscaper," you want to dominate the entire topic of Dallas landscaping by covering every angle people care about.

AI notices this — and rewards it.

This isn't SEO apocalypse. But it is a wake-up call.

Small businesses that adapt early will grab visibility fast, because most competitors will keep doing SEO like it's 2015.

AI search is making the internet more local, more detailed, and more competitive.

The businesses that win will be the ones that create richer content, answer more specific questions, stay fresh and up-to-date, and build a stronger reputation online.

TexasCMO is here to help your business navigate these changes and stay ahead of the curve — without the jargon, confusion, or inflated agency pricing.

Ready to future-proof your SEO? Let's talk.