Remember when SEO was mostly about getting on the first page of Google? Well, the world of SEO is changing fast now that people are asking AI tools like ChatGPT, Gemini, or Claude the questions they used to search on Google. By March 2026, 45% of consumers used AI tools to find a local business, up from just 6% the year before, according to BrightLocal. Consumers are searching differently, which means your SEO strategy should look different, too. Here's what we're doing for our clients, and what you can start on today.
Consumers increasingly ask AI tools for recommendations, putting new weight on the content businesses publish online.
We’re Answering the Questions People Actually Ask
One of the trickiest things to get right when it comes to SEO is figuring out what people are actually searching for. In the world of AI tools, FAQs and consistent blog posts give AI something to work with. So, when someone types "Who is the best custom home builder in Santa Barbara?" or "Do I need an architect for an ADU?", strategically designed website content gives AI the information it needs to recommend you.
We’re Getting More Specific
Getting clear on what you specialize in has always been advantageous, even before the Internet. However, it's more important now than ever, when the amount of information prospective clients have access to can be incredibly overwhelming. Cutting through the noise requires specificity: "Quality craftsmanship and exceptional service" sounds nice but is vague, whereas "We build custom homes in Montecito and Carpinteria, specializing in coastal construction for over 25 years" is specific and memorable. AI tools match specific questions to specific answers. If your site says exactly what you do and where, you're easier to recommend.
We’re Telling the Stories Behind the Projects
Project stories do the same job. Like our point above on getting specific, telling the story behind each project helps bring your team and the value you bring to clients to the forefront. To show up in AI search results (and as a general best practice) adding details to your photo galleries adds credibility and makes you memorable. A photo gallery on its own can make people lose interest and gives AI tools very little to work with, whereas adding the location, the scope, what made it tricky, and how it turned out in the end wins you points with people and the search tools they're using.
Try This Out Today
You may be curious about how AI tools can (or can’t) find you. If you haven’t done so already, take a few minutes, open ChatGPT, Gemini, or Google's AI Mode, and ask some questions your clients might ask. Here are some examples for a custom home building company:
“Who are the best custom home builders in Santa Barbara?”
“Who should I hire for a custom home project in Montecito?”
“What do reviews say about [Company Name]?”
Did your business show up in the answers, or did it show a competitor? Were the descriptions of your company correct, or was information missing? If you didn't love the results your searches came up with, don't worry. You're not alone, and it's fixable.
At Clever Punch, we're adapting our SEO strategy for AI search while sticking to the fundamentals that have always worked.
Where Do We Come In?
There's no magic trick here. AI "likes" the same things that made marketing work before the rise of AI search tools: a clear website, a well-documented portfolio, consistent reviews, and showing up where people search.
That's our bread and butter. We help construction, architecture, design, and trades teams make sure the story behind their company is both easy to find and easy to understand. We're leveling up our SEO strategy for our clients, but we're still staying true to the foundations of good marketing.
Curious about what AI is saying about you? Reach out and we’ll run the check with you.