05/31/2026
Well said
HOW THE INTERNET IS CHANGING AND WHAT THAT MEANS FOR HORSE OWNERS
For fear of sounding like a Boomer (sorry, Boomers, I'm Gen X), back in the day, around when this pic was taken, how I advertised my business was very different. I paid for magazine ads. I handed out pamphlets at vet clinics. I had booths at equine trade shows. I gave workshops, public demos, and presentations.
Things have shifted since then. Up until recently, in addition to word of mouth, I relied heavily on having a great website and SEO (search engine optimization) plus a smattering of social media posts, to help people find me online.
But the online world is evolving (devolving?) rapidly, and I'm honestly not sure how horse owners will be able to find good information and help anymore. I don't know about you, but my social media feeds are now full of AI generated slop, including that of business pages directed at unsuspecting horse owners.
Perhaps even more concerning, it seems that the days of Googling for help with your horse's behaviour problem are numbered. See, Google started off as a 'conduit' between a person searching, and the information that they sought. For example, if you searched 'horse behaviour help in my area' you would be shown relevant websites that might fit the bill. From there, a person could do their due diligence, and vet any prospective trainer. But the search engine giant recently changed how the search bar works. Instead of being the conduit between searcher and information, Google has now positioned itself as THE information source. If you type a search into the search bar, Google directly answers the question, heavily prioritizing its own AI summaries versus sending a searcher to traditional, organic websites. It's worth noting too that these AI generated summaries are a result of having scraped the content of websites, like mine, in order to try and provide the searcher with an answer that doesn't have them leave Google at all.
Small business owners like me are among those paying the price for this, for sure. I'm already watching this play out on my own site, with traffic from searches having dropped sharply since the change. But this doesn't just affect me or this industry. It affects any business or service provider whose customers used to find them through an online search. And it affects you too.
These AI summaries are stitched together from a range of unvetted sources, with no one checking whether the advice is harmful or helpful. When such slop is confidently presented as a solution, an owner may indeed go out and try addressing their horse's issue in ways that not only fail to resolve the problem, but which can make matters worse, or even get the owner, or horse, badly injured.
While things change in the horse world, they also stay very much the same. Ten or twenty years ago, I cautioned people to be wary of the promise of 'fast fixes' for behaviour problems, and trainers with no qualifications or relevant experience. Horse owners still need to contend with that, but also with this new AI-driven threat to their relationship with their horses.
So, what can you do if you need help with your horse? My advice from years past is still pretty relevant: seek out qualified, experienced professionals, and be wary of advice given freely online by a person, or a thing, that doesn't have all the needed information about you and your horse in order to offer you truly good advice.
I don't know what the online future holds for me as a small business owner. But if you need my help or would like to stay connected with me, don't rely on an algorithm to bring us together, come straight to the source: sign up for my newsletter or bookmark my site.
PS - There's a workaround in the comments, if you want to see actual, relevant websites in your searchers.