A Canadian Marketing Expert's Breakdown of Google's May 2026 Core Update and

How It's Reshaping Online Discovery

By Elena Markin, Founder & CEO, Elite Marketing Projects

May 31, 2026

1. What is AI Search Actually? (And why should you care?)

Let's start at the beginning, because I know not everyone lives and breathes this stuff the way I do.

When you type something into Google today, you're increasingly seeing a big AI-generated answer block at the very top of the page - before any website links. That's AI Search, also called AI Overviews. Instead of just showing you a list of websites, Google is now summarizing the answer for you, pulling from websites it trusts.

Think of it like this: imagine you walk into a library and instead of the librarian pointing you to the right shelf, they've already read the books and are just telling you the answer. That's what AI Search is doing. And the websites it "reads from"? Those are the businesses and brands Google has decided are trustworthy and authoritative enough to quote.

So the question becomes: is your business one of them?



2. Will This New Google Core Update Affect My Website Rankings?

Possibly - and I want to be honest with you here. If the content on your website is thin, generic, or was completely written by AI without any real differentiation, your rankings are likely already being affected or soon will be.

Google has introduced a concept called "commodity content." That's their term for articles and web pages that sound exactly like every other article on the internet - the kind of thing AI could write in ten seconds. And you know what Google does with commodity content? It pulls the facts, summarizes them in that AI block at the top, and sends zero traffic to your site.

It's like being a restaurant that serves the exact same menu as the fifty other restaurants on your street. Why would anyone specifically come to yours?

How to fix this: Audit your website. Go through your top pages and ask yourself honestly - does this sound like me? Does it reflect how I actually do business, what I've actually experienced, what makes my company different? If not, it's time to rewrite. Add your own case studies. Use your own photos. Share your real professional opinion, even if it's a little controversial. That's what AI Search is looking for, and more importantly, that's what your customers are looking for.

We can help you with this through our SEO services: https://www.elitemarketingprojects.com/kamloops-seo

3. I'm Seeing Fewer Clicks on My Website. Should I Panic?

Take a breath. Declining click-through rates are real, and yes, they're connected to AI Search. When Google answers the question right there on the search page, fewer people click through to websites. This is happening across the board.

But here's what we're actually seeing with our clients, and it's important: being cited by AI Search doesn't always lead to a direct click. What it leads to is something even more valuable - brand recognition.

Someone reads an AI-generated answer and sees your business name mentioned as a source. They don't click right then. But later, they type your business name directly into the browser. Or they Google "Elite Marketing Projects" specifically, instead of "marketing agency Kamloops." That's called a brand search, and it means you're being remembered and sought out by name.

This is a shift in how we need to measure success. From now on, pay attention to your brand search numbers, not just your click-through rate. Watch for direct traffic to your website. Those are the new signals that tell you AI Search is working in your favour.

One heads-up: Google Search Console hasn't caught up yet. It doesn't currently track AI citations. So don't be alarmed if you don't see AI Citations there - this is a known gap and something our industry is actively monitoring.

4. Do I Still Need Traditional SEO?

Yes. One hundred percent yes. And if anyone tells you otherwise, please be skeptical.

Here's the thing people are getting confused about. AI Search doesn't replace traditional SEO - it depends on it. Google officially confirmed in its May 2026 documentation that AI Search uses something called RAG (Retrieval-Augmented Generation). In plain terms: the AI doesn't just make things up. It runs a search, grabs content from the highest-ranking, most trusted websites, and builds its answer from those.

If your website doesn't rank well in traditional search, it doesn't show up in AI Search either. It's that simple.

Think of traditional SEO as the foundation of a house. You can put the most beautiful furniture inside, but if the foundation is cracked, the house isn't safe to live in. AI Search is the beautiful interior - but none of it matters without the foundation.

This is exactly why we don't let our clients skip traditional SEO. Ever. No matter what shiny new thing comes along. If your website isn't SEO clean, fast, and properly optimized, no amount of great content will save it.

Learn more about our SEO services here: https://www.elitemarketingprojects.com/kamloops-seo

5. My Website Is Fine - Why Am I Still Not Showing Up in AI Search?

This is a question I'm already hearing, and it's a good one. Here's the honest answer: AI Search evaluates your entire online presence, not just your website.

It's like going to a job interview. Your resume might be perfect, but the hiring manager is going to Google you, check your LinkedIn, read your references. If nothing comes up, or if what they find doesn't match the polished resume in their hands, you don't get the job.

AI Search does the same thing. It cross-references your website with your Google Business Profile, your reviews on Google and third-party sites, your social media presence, mentions of your business name on Reddit, Facebook groups, Yelp, industry forums - all of it. Your entire digital footprint gets evaluated.

So what can you do?

First, make sure your Google Business Profile is completely filled out and regularly updated. This is non-negotiable.

Second, actively ask your clients for reviews. Not in a pushy way - in a genuine "hey, it would mean a lot to us if you left a review" way. Those reviews are trust signals that AI Search weighs heavily.

Third, get active in the communities where your clients hang out. Answer questions in local Facebook groups. Share your expertise on Reddit. Post consistently on social media - yes, including reels. You're not just building an audience, you're building the kind of online presence that AI recognizes as legitimate and trustworthy.

And fourth - this is something we've seen make a significant difference - invest in backlinks. When other reputable websites link to yours, it tells Google (and by extension AI Search) that your website is worth referencing. It's like getting professional references from people the hiring manager already knows and trusts. This is a service we offer at Elite Marketing Projects, and we've seen it move the needle for clients in competitive markets: https://www.elitemarketingprojects.com/link-building-services-canada

6. Is Local SEO Still Relevant?

Here's some good news: local map listings appear to be stable. The Google Map Pack - those three business listings that show up with a map when you search for something local - has not been significantly disrupted by this update. Local SEO fundamentals still apply.

That said, your Google Business Profile now matters more than ever, not just for maps but for AI Search citations. Keep it updated. Respond to reviews. Post updates. Treat it like a second website, because in the AI Search world, it's increasingly being treated that way.

7. One More Thing I Need You to Hear

I want to end with something that I feel really strongly about, because I see business owners undervaluing this constantly.

Your website is the only thing on the internet that you fully own and control.

Everything else - your social media profiles, your Google Business Profile, your Yelp listing - all of it exists on platforms that can change their rules overnight, suspend your account, or simply disappear. And in an AI Search world where information gets pulled from all over the internet - sometimes inaccurately, sometimes from outdated sources - your website is your one source of truth.

It's where you control the narrative about your business. It's where you tell the world who you are, what you do, and why you're the right choice for your clients. No algorithm can change that.

So yes, adapt to AI Search. Optimize for it. Grow your digital footprint. But never, ever stop investing in your website. It is the foundation of everything.

The Bottom Line

There's a lot of uncertainty circulating online about this Google update. I get it. Change is uncomfortable, especially when your livelihood depends on people finding you.

But here's my honest take after years in this industry: the businesses that survive these shifts are not the ones who frantically chase every new trend. They're the ones who build something real - a genuinely helpful website, an authentic brand presence, a real reputation in their community - and then make sure the technical side is clean enough for Google to recognize it.

That's not new advice. It's just more true now than it's ever been.

If you're not sure where to start or you'd like us to take a look at your current online presence, we offer a free consultation.

We help businesses across British Columbia, Canada and the US navigate exactly these kinds of shifts - and we'd love to help yours.

Elena Markin

Founder & CEO, Elite Marketing Projects

Kamloops, British Columbia

https://www.elitemarketingprojects.com

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