Anyone can build a website is only half true. Because not everyone can build a website that works. These are two very different things.
Yes, DIY website builders and AI builders make it easier to make a website.
But creating a website and creating a website that actually works for your business are two very different things.
A Sea of Similar AI Websites
It’s actually easy for Google to filter out all those DIY websites that look the same and say the same things.
- Made with the same template.
- Written with AI-generated text.
- Generic headlines like “We provide a good service…”.
Google doesn’t get confused by websites that are all the same.
Google AI only picks the best, most helpful version. It ignores the rest.
And this is exactly what Google is designed to do.
Google AI is Good at Spotting Generic Website Content
With AI Overviews, Google is comparing content across a lot of websites.
It’s looking for original content that’s clear and helpful with local mentions.
It’s filtering out all the repetitive, generic content that could be anyone, anywhere.
So, if 50 websites say the same thing, AI will:
- Summarize it one time
- Cite only one source
The rest? Invisible.
The Real Risk for Small Business Owners
This is something I’m sure you would never have thought of, and it’s critical.
If everyone makes a website with an AI builder with similar content:
- Fewer websites get shown
- Fewer businesses get clicks
- Competition gets harder, not easier
Remember, Google AI is getting better at spotting generic similar content.
And ignoring it.
What Google Looks For In a Website
1. Unique, Real-World Experience
- Google favors content that shows real expertise, local knowledge, personal experience, and specific services.
- This is where your stories and voice push your content to the top.
2. Specificity Over Generic Content
- ❌ “We offer good website design.”
- ✅ “25 years of experience in website design and SEO for small businesses in Petoskey and Harbor Springs.”
The second one wins every time.
3. Clear Signals of Trust
- Google looks for consistent business info, reviews from happy customers, and your local presence (your Google Business Profile).
- Google also looks at your activity across other online platforms like social media.
AI website builders can’t seem to connect any of these pieces well.
4. Website Content That Actually Helps People
- Today’s Google is looking for helpful, human content that focuses on local relevance.
- This is where Q&A sections and FAQs that answer real questions come in.
- Your explanations should be clear and helpful.
This is the type of content gets picked up in AI search results.
Hire a Website Designer
What actually works best is hiring a pro to build a unique website that’s specific to your business, your customers, and your location.
AI can build you a website.
Marcie Wolf builds you a website that brings you customers.
