Sponsored by Artemis Marketing, who with over 20 years of proven SEO expertise continue to drive significant online growth for businesses, and are at the forefront of optimising AI-driven search. 

Construction companies have long relied on a series of marketing strategies and channels to attract new clients, promote their services, and grow their businesses. Among the tried-and-tested social media advertising and local business networking routes, search engine optimisation (SEO) has stood out as a must-have strategy for any ambitious construction business owner.

However, many firms in this space are so constrained by working on client projects and delivering results that dedicating sufficient time to high-quality SEO quickly becomes less of a priority. Conversely, many business owners also espouse a lack of technical knowledge and understanding of all the intricate, complex and code-based tasks involved with getting their websites ranking high for their target keywords. Couple that with the continually evolving future in AI-powered search, with more people using chatbots to find information and, by extension, not clicking through to high-ranking websites as often, and many are rightfully wondering what an SEO strategy could get them in the long run.

Enter SEO and digital marketing agency Artemis Marketing who have developed a proprietary AI-led solution designed to help construction businesses, and those across a spectrum of sectors, navigate the complex and challenging environment of intelligent search.  Their brainchild ARTEMIS INTELLIGENCE®, serves to help business owners understand and harness the power of AI search and generate valuable traffic and leads to their websites, despite changing user behaviours.

The rules of the SEO game have fundamentally changed over the years. Google’s integration of large language models (LLMs) and the rise of AI-powered search experiences (such as AI Overviews and, more recently, AI Mode) mean that simply optimising for keywords is no longer sufficient.

“We’re witnessing the most significant transformation in search since Google’s inception,” explains Justin Aldridge, Technical Director at Artemis Marketing. “Construction businesses that built their digital presence around traditional SEO are finding their rankings drop, their traffic decline, and their lead generation suffer—often without understanding why.”

Construction companies regularly target highly specific, location-based and service-specific keywords to try to rank for, considering their competition and breadth of coverage. Over the last couple of years, there’s been a noticeable change in user search behaviour, which is only adding to the complexity. Users are now trying to find specific information that answers their direct questions, and while that was usually reserved for web pages, now, AI chatbot integrations within Google make that infinitely easier for the user. They are now delivered highly personalised and detailed answers, which saves them the trouble of clicking through to various pages from the search results page.

ARTEMIS INTELLIGENCE®, rather than simply adapting existing SEO techniques, is purpose-built to work with the ‘new’ search environment, which is increasingly AI-influenced.

The system leverages over £2.5 million in research and development investment, focusing specifically on how LLMs interpret and rank content. Through live testing and data-led experimentation, ARTEMIS INTELLIGENCE® provides building companies with insights that help them appear in not just the prominent ranking positions, but also in these AI chatbot integrations. 

“Our system analyses how search engines reward engagement, usability, and site speed,” says Justin. “More importantly, however, it understands how to feed AI the right information to ensure construction businesses rank where they should.“

The benefits of ARTEMIS INTELLIGENCE® don’t just include improved search rankings; it translates to:

• Improved local visibility for location-based searches
• Better brand authority and value, as businesses become more widely remembered across a series of queries
• A growing online presence despite a decrease in click-throughs
• Direct improvements in revenue and turnover

The impact is clear. One of Artemis’ clients, Maltaward, has seen a 6200% increase in enquiries and a 990% increase in visitors since the agency took over the account over a decade ago. In the first 12 months of the campaign, rankings increased by 7029% with over 200 key terms ranking on page one nationally. These are still holding firm despite the change in search results page interfaces and features, with Maltaward being one of 250 SMEs that have seen their revenue increase via their website with Artemis’ input.

One of the most significant developments in AI-driven search is the shift from traditional search engine optimisation to Answer Engine Optimisation (AEO). This represents a fundamental change in how search engines, and the AI algorithms that power them, evaluate and present content.

For construction businesses, this shift is particularly important. Potential clients are increasingly asking AI-powered tools complex questions about construction projects, materials, regulations, and costs. For example, a typical query can evolve from “gas engineer near me” to something like “find me a local heating company that’s reasonably priced.”

Traditional SEO focused on matching keywords, whereas as AEO now focuses on providing comprehensive, authoritative answers to these sophisticated queries.

“Construction companies need to think beyond keywords to conversations,” explains Justin. “When someone asks an AI system about sustainable building materials or planning permission, they expect detailed, accurate, and locally relevant information. ARTEMIS INTELLIGENCE® helps construction businesses provide exactly that.“

Perhaps most importantly, ARTEMIS INTELLIGENCE® is designed to level the playing field for construction companies. Smaller, owner-managed building companies and trades businesses can now, with the help of the solution, compete with the larger players, harnessing AI-optimised content strategies, advanced technical SEO and enterprise-level site analysis and development.

As search continues to change and evolve, the importance of optimising your site for AI search will only grow. For construction companies ready to future-proof their digital presence, Artemis Marketing offers a clear path forward. https://artemis.marketing/contact/