For decades, Google has been the undisputed heavyweight champion of search, holding some 90% market share. While other platforms have vied for attention, Google has consistently innovated to maintain its dominance.
Now, a new era is dawning… and it’s driven by AI-Powered Search.
With significant implications – fundamentally reshaping SEO strategies – for building product brands.
Google isn’t just now jumping on the AI bandwagon. They’ve been leveraging AI in their organic search algorithms for over half a decade. With an index of over 400 billion pages and documents, AI has been essential for Google to understand and rank content.
However, the game has significantly intensified… with the recent rollout of AI Overviews.
The Rise of AI-powered Search Overviews: A Game Changer
Just last month, Google launched AI Overviews in US search results. These generative AI-powered summaries appear at the very top of the search results – providing quick answers – by pulling information from various sources.
The platform considers web pages, videos and even community platforms like Reddit. While these overviews don’t directly alter traditional rankings – they profoundly impact user engagement, especially on mobile – where audiences may never scroll past the initial summary.
For B2B marketers in the building product space, this means a shift in focus. Brands must become the kind of source Google’s AI wants to summarize: clear, helpful, trusted and visually engaging.
Three Top Tips for SEO in the AI Age
To effectively adapt SEO strategies… and to thrive in this evolving landscape, consider the following best practices:
- Embrace Visual Content to Show, Not Just Tell: Audiences – whether they’re looking for installed building products like stacked stone for fireplaces or luxury vinyl planks for kitchens – are inherently visual. Google Lens searches are on the rise, with customers and prospects snapping photos… to compare materials. And to ask questions. AI Overviews are increasingly citing images (and visual cue cards) especially when showcasing textures and installation methods. As well as in before-and-after scenarios. This means alt tags and image metadata are more critical than ever for visibility and accessibility.
- Invest in Videos… Even Short Ones: YouTube – the second-largest search engine globally – remains an underutilized tool for many manufacturers of building product brands. Why? Google features YouTube videos in search results and AI Overviews. Professionals and building owners alike are turning to YouTube for installation demos, product comparisons and design inspiration.
Embedding videos on campaign landing sites helps increase time on page.
And improves Experience, Expertise, Authoritativeness, Trustworthiness.
All while reducing bounce rates.
- Join the Conversation on Reddit: Consumers, designers and contractors are actively discussing building materials on Reddit. Google has taken notice – signing a data deal with Reddit just last year – leading to increased visibility for threads in search results.
And direct citations in AI-powered search Overviews.
Most importantly, the effect is presented to appear as authentic, unsponsored advice.
Ranking in the Mind of an LLM
Beyond Google’s specific AI-powered search overviews, the broader shift toward Large Language Models – like those powering ChatGPT – also necessitates a refined approach to content. LLMs are machine-learning algorithms trained on massive datasets to understand human language. Synthesize information. And predict content.
Ranking for an LLM is less about traditional keyword optimization… and more about establishing robust trust signals:
- Accuracy: LLMs prioritize factual correctness. Content must be meticulously researched – cited with credible sources – and consistently updated. Errors will erode trust.
- Content Depth: Aim for comprehensive, holistic content that thoroughly addresses topics. LLMs are more likely to rely on resources that provide a complete and nuanced understanding. This is vital for building material sales where detailed specifications and applications matter most.
- Structured Data: Utilize schema.org markup – and structured data formats – to help AI understand the context and relationships within content. This defines entities, properties and connections clearly.
- Clear Language: While depth is important, clarity is paramount. LLMs need to easily parse and understand content. Avoid jargon. And present information in a logical, well-organized manner.
- E-E-A-T Amplified: Google’s E-E-A-T guidelines are even more critical for LLM ranking. So demonstrate genuine expertise and authoritativeness… building trust through transparent authorship and verifiable credentials. This is particularly relevant in building materials marketing where trust and credibility contribute to growing brand equity.
- Internal and External Linking: A well-structured landing page or microsite – with clear internal linking – helps LLMs understand the relationships between different sources of content to better establish topical authority. Similarly, earning links and citations from other authoritative websites in the channel… helps to validate credibility.
Good news… content optimized for LLMs typically aligns with best practices for human readers too. So, focus on creating high-quality, informative and trustworthy resources that comprehensively answer questions. This includes in-depth explanations and guides. Original research and expert interviews. Most importantly, intuitive and robust FAQs.
The Future of Influence
As AI continues to integrate into search, “ranking” isn’t just about being found.
It’s about shaping the information that AI provides.
Become a trusted source in the artificial intelligence knowledge ecosystem. By prioritizing accuracy, comprehensiveness, structure and authority… brands can position themselves – not simply for the search engines of today – but rather, for the intelligent agents of tomorrow.
The future of influence lies in guiding the AI conversation now.
The world of search clearly is evolving at a rapid pace. And staying ahead, requires a proactive and informed approach. To explore how these changes impact your digital strategies – and to ensure your brand is positioned for success in the AI-powered landscape – contact Steve at sk@kleberandassociates.com today to start a conversation.
