This week on The Home Builder Digital Marketing Podcast, Greg and Kevin discuss how AI is changing the way home builder digital marketers approach Search Engine Optimization.
AI is altering how home builder digital marketers approach SEO, but it hasn’t diminished its importance. Greg says,
“The short answer is SEO is not dead. SEO is changing. SEO is evolving. Traffic is down. Traffic is not the same as SEO. They used to be connected very tightly, right? Good SEO meant more traffic. That is decoupling a little bit. And so, therefore, some people are saying SEO is dead because of that decoupling. It’s a little bit misleading to use that kind of phrase, in my opinion, because it forgets the idea of what is SEO really about.”
One of the main sources that AI tools are pulling data about home builders from is company websites, so home builders must provide that information. Greg explains,
“I mean, that’s where these engines are getting the content, right? They’re getting the content from your website…the need to create content for the website is increasing. It’s not decreasing. We need to be giving more content to be able to drive these answers and be able to give it in a way that is much more clear for the chat engines to be able to process and understand. Yes, they’re amazing at how well they understand natural language, but if we can help connect some of those dots, there’s just going to be even better at showing up and being part of the answer.”
Central to any SEO, AEO, or GEO campaign is relevant, accurate, and helpful information for the customer. Greg says,
“Good content has always been the heart of SEO. Answering questions has always been what Google has been after and has been begging for, good quality content that answers questions. So, from that standpoint, starting to think about what are the questions that our prospective buyers, our customers, are asking? What do they want to know? If we answer those questions, then we are going to do a better job of showing up in all the areas.”
Listen to this week’s episode to learn how home builders can use SEO to improve their presence on AI searches.
