SMB Marketing Weekly: Sep 15-22, 2025

Here’s what happened this week in the world of small business marketing. Five stories that are worth your time as we head deeper into fall and Q4 planning season.

1. AI-Powered Search Continues to Reshape Organic Traffic Patterns

Google’s AI Overviews are appearing on an increasing percentage of search queries, and the impact on click-through rates for traditional organic results is becoming clearer. Recent analysis shows that informational queries are the most affected, with some businesses reporting 10-20% drops in traffic from how-to and FAQ-style content. The takeaway for small businesses: focus your SEO efforts on transactional and local-intent queries where AI Overviews are less prevalent, and make sure your content provides unique value that can’t be easily summarized.

2. Instagram Tests Longer Reels and New Editing Tools

Instagram is testing Reels up to 3 minutes in length for select creators and is rolling out new in-app editing features including auto-captions, enhanced text overlays, and template-based creation. For small businesses using Reels as a marketing channel, longer format options mean more room for tutorials, product demonstrations, and storytelling content. The new editing tools also lower the production barrier significantly.

3. Link Building Remains Critical Despite AI Shifts

Despite the changes in how search results are displayed, backlinks remain a core ranking factor. Recent industry data confirms that pages with strong link profiles continue to outperform competitors in both traditional search results and AI Overview citations. For small businesses looking to build authority, a consistent link building strategy is still essential.

If you don't have time to manage outreach yourself, services like FatJoe offer done-for-you link building and content placement that can save hours of manual effort each month.

4. Google Introduces Review Response Suggestions in GBP

Google Business Profile is testing AI-generated review response suggestions for business owners. When you receive a new review, GBP will suggest a contextually appropriate response that you can edit and post. This is a helpful time-saver for busy business owners who struggle to keep up with review responses, but we recommend personalizing the suggestions rather than posting them verbatim. Authentic, specific responses perform better for reputation management than generic replies.

5. Holiday Advertising CPCs Expected to Rise 15-25% This Year

Industry forecasts suggest that cost-per-click rates across Google Ads and Meta Ads will increase 15-25% during the November-December holiday period compared to Q3 baselines. The increase is driven by competition from larger retailers ramping spend and overall growth in digital ad adoption. Small businesses should lock in their Q4 budgets now and consider front-loading some holiday campaigns into late October to capture demand before CPCs peak.

The Takeaway

The recurring theme across this week’s news is adaptation. Whether it’s adjusting your SEO strategy for AI-powered search, embracing new content formats on Instagram, or budgeting smartly for holiday ads, the businesses that stay flexible and proactive will come out ahead.

Keep tracking your results closely. If you’re not already using a CRM to connect your marketing efforts with actual revenue, SMBcrm is built specifically for small businesses that want that visibility without enterprise complexity.