Digital marketing used to be as simple as building a storefront on a busy street—just put the right words on your sign and people would stop by. But now, the traffic patterns are shifting.

AI search is changing digital marketing. It’s affecting how people search and how your business shows up in results. This matters a lot if you’re an architect, interior designer, landscaper, or contractor who relies on your online presence to get leads.

So let’s break down what’s happening and why topical coverage is the strategy you need to stay visible and win more projects.

The big shift: What is AI Overview (AIO) doing to search?

Imagine a traditional Google search. The user types in a few keywords (“modern kitchen remodel”) and then clicks on a link that looks good. The business sees which webpages get traffic, and then it tweaks the content strategy based on that data.

AI Overview is skipping the actual website visit. It is answering users’ questions right there on Google— often without sending anyone to your actual website.

These are known as zero-click searches. No one clicks on your site if they get what they need from the overview. It’s a bit like dark social, but for website traffic.

There are two big reasons why AI search matters:

#1: You lose visibility into what visitors are looking at.

#2: Your traffic may drop.

These are both serious problems for digital marketers and business owners. Why? You rely on traffic data to find out what’s resonating with customers. A drop in traffic might look like people are no longer interested in your services, but in truth, that traffic may just be staying on Google.

To succeed in digital marketing in 2025 and beyond, you need to optimize your content for AI, not just search rankings.

AI “reads” content like a building inspector

Imagine an inspector walking through a physical job site, checking for structure, safety, and code compliance. AI tools scan websites in a similar fashion, but they’re no longer just looking for keywords.

AI does not care much about:

Exact keyword matches
Repeating phrases
SEO tricks from 2015

Instead, AI wants to see:

Topical authority (in-depth coverage of a subject)
Conversational Q&A
Clarity and context

To optimize for AI, you can’t chase keywords. The key is to think of your site like a design portfolio that thoroughly explains how you work and what you know. That’s the sort of depth and structure that AI is looking for.

FAQ: What designers and builders need to know about AI search

Here’s a breakdown of what professionals in the design and build world should understand about this new landscape—and what a good agency should already know:

“Do I still need SEO?”

Yes — but not in the way you’re used to. You need a strategy that reflects how AI search systems gather and summarize your content. Think of your new SEO strategy like laying the foundation for your online presence. Structure, flow, and clarity matter more than decorative flourishes.

“How do I show up in AI-generated answers?”

Create good content in the places AI pulls from. That means publishing well-structured pages that use natural language to answer common questions. Authority still matters, aka if others are linking to your site or portfolio. Write content like you’re walking a client through a remodel: conversational, informative, and step-by-step.

“What kind of content should I create?”

Go beyond service pages. Create a content framework that builds topical authority. Think broad coverage:

Project FAQs (“How long does a bathroom remodel take?”)
Cost breakdowns (“What impacts the price of landscaping?”)
Comparisons (“Quartz vs marble countertops”)
Visual guides (“Before-and-after designs with planning tips”)

Find out which questions your prospects are asking in calls and emails, and use those inquiries as the onramp to your content strategy.

“How do I know if my content is working?”

Traffic numbers won’t tell the full story anymore. Instead, you need to look at engagement metrics on your site. Are people staying longer? Are they booking consults? Monitor impressions, not just clicks, by using a tool like Google Search Console.

Your action plan: 5 ways to stay visible in AI-powered search

If you take the five actions below, you will be in a much stronger position in terms of online visibility.

1. Audit your current site. Use a tool like Ahrefs or Screaming Frog to scan your site for gaps.

Is content structured clearly?
Do your services explain the “what,” “why,” and “how”?
Are there pages that answer common client questions?

2. Organize your content marketing around topics, not just keywords. Group your content like rooms in a well-designed home. This creates a content cluster — something AI tools favor when deciding who’s an expert.

A main page for “Kitchen Renovation”
Supporting pages for “Kitchen Layouts,” “Appliance Planning,” “Cabinet Options,” etc.

3. Write in a human, conversational tone. You’re guiding someone through a process, not writing a grant proposal. Use phrases like:

“Clients often ask us…”
“Here’s what to expect…”
“This depends on your space, but here’s a general idea…”

4. Add Q&A sections. People—and AI—are big fans of clearly marked FAQs. Use real client questions and keep your answers short but helpful. Include FAQs at the bottom of service or blog pages.

5. Refresh old content. Renovate it, don’t scrap it! Update the language, add more detail and structure, and pop in some more internal links. This is a good practice anyway, but it’s especially valuable for AI because you’ll be rewarded for freshness and structure.

Review and next steps

AI search is not the end of SEO—it’s just a new design brief. If you optimize your site for topical depth and expertise, you’ll soar in the new landscape of AI search.
Now is the time for a remodel if your online presence is based on thin, keyword-stuffed pages. Reach out for a consultation about content or website design. Let’s make sure your next client finds you—whether they click or not.