Artificial intelligence (AI) is transforming how buyers find information online and how builders position their websites to stay visible. Greg Bray, president of Blue Tangerine, joins Host Carol Morgan on the Atlanta Real Estate Forum Radio podcast to discuss how AI is reshaping search engine optimization (SEO), website content and digital marketing strategies for home builders.

As AI-powered search tools become more widely used, the way people discover information online is evolving rapidly. Builders now need website content that balances compelling storytelling with clear, structured information.

Traditional SEO strategies focused on optimizing entire webpages around specific keywords. AI-driven search tools now analyze content at a deeper level.

“We’re learning that the way AI tools are using the content on your website has moved down a layer,” Bray said. “The paragraph level or the section level on the page is where they’re looking for the data and the answers.”

This shift is affecting how brands measure online visibility, and many companies have seen website traffic decline as AI tools become more prevalent.

Although some marketers worry AI could replace traditional search engines, SEO remains essential for digital visibility. AI tools still rely on search engines, but approach queries differently. Instead of a single search, they generate a “query fan out”—multiple related searches that provide broader context and more detailed answers. Websites must contain straightforward, accessible information that AI systems can interpret and connect to buyer questions.

Website structure is increasingly important as search evolves. AI systems prioritize clarity and organization, making well-structured content easier to interpret. Short sections, targeted headings and concise explanations help both AI tools and human readers quickly find relevant information.

“Clarity wins over clever,” Bray said. “Being very explicit about the idea and breaking those ideas up using section headers makes it easier for AI tools to interpret your content.”

Frequently asked questions (FAQs) are an effective way to structure website content for AI visibility. This format encourages clear questions and concise answers that address common buyer concerns. FAQ sections should focus on information rather than marketing language. Bray recommends making the first sentence of each answer a direct response to the question, followed by two to three sentences providing additional context.

Beyond website content, third-party signals—such as media coverage and industry mentions—are increasingly valuable for AI search systems. These external signals reinforce credibility and show that a company is active and trustworthy.

“It’s not just looking at the results from your website,” Bray said. “It’s also looking at how you show up in other places, including social media, videos and PR coverage.”

Builders can start small when improving digital visibility. Pick a single page and imagine walking a buyer through it. Structure the content as clear questions and answers, so AI tools and visitors alike can quickly find the information they’re looking for.

Tune in to the full episode to discover how builders can adapt their websites for the future of online search and AI visibility. To learn more about Blue Tangerine, visit https://BlueTangerine.com/.

Blue Tangerine is a full-service digital marketing and web design agency that specializes in creating websites and marketing strategies for home builders to drive leads and sales. The company offers services including SEO and geofencing, paid search, social media, email marketing, analytics and interactive digital tools such as site plans and listing feeds. With more than two decades of experience, Blue Tangerine helps builders optimize their online presence to sell more homes and engage buyers effectively. The company also produces educational content, including podcasts and blogs, and hosts the Home Builder Digital Marketing Summit to support professional growth in builder marketing.

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