Creating Website Content That Speaks to Buyers (and Google)

Search is Changing — Here’s What That Means for Your Content

Let’s talk about how people find you.

For years, if someone wanted to find your services — whether you’re an architecture practice, a construction firm, or a supplier in the built environment space — they’d search. Maybe they'd type something like “best commercial architect in Oxfordshire” or “construction consultancy for healthcare projects”.

And if you’d done your SEO homework, your website might just pop up. Job done, right?

Not anymore.

The way people search has changed — and that means the way you write and structure your content needs to change too.

AI is rewriting the search rulebook

These days, we don’t search like we used to. We ask full questions. We use tone. We add context.

We search like we talk.

Instead of typing “modular housing provider”, your prospect might ask:💬 “Are there any modular housing companies who’ve worked on school projects in the Midlands?”

And guess what? Google now understands that question in a completely different way than it used to.

Its shiny new algorithm (called MUVERA, but let’s not get hung up on that) isn’t just scanning for matching words. It’s looking for meaning. For sentiment. For answers — not just mentions.

This is Google fighting back against the rise of AI tools like ChatGPT and Perplexity, which offer slick, instant, conversational answers. So it’s adapting. And businesses like yours need to adapt too.

What does this mean if you're in the built environment?

In sectors like construction, architecture and engineering — where sales cycles are long and trust is everything — you’re not selling to impulse buyers. You’re nurturing relationships, often over months or even years.

Your prospects might be:

• Searching for clarity on regulations

• Comparing approaches to net zero retrofits

• Looking for examples of similar past projects

• Trying to understand funding options for large developments

• 
  

They need reassurance. Insight. Proof.

And increasingly, they’re searching in ways that sound human, not robotic.

If your content only matches keywords — but doesn’t reflect the intent behind those searches — it won’t show up.

And if it does show up, but it doesn’t answer the right question? They’ll bounce faster than you can say “pre-qualification questionnaire”.

How to make your content future-fit

Here’s how you can respond to this shift in search — and turn your expertise into content that connects:

Focus on your audience’s real questions

Think beyond what you want to say, and get into what your audience is actually asking. What are they unsure about? What keeps them stuck? What are they typing into Google at 10pm the night before a board meeting?

Spoiler: it's probably not “leading provider of multi-disciplinary design solutions”. Try something more like “how do I get planning permission in a conservation area?”

Share more context, not just credentials

Show you understand their world. If you specialise in healthcare or education, write about the unique challenges and nuances in those sectors. If you’re seeing new policy changes affect projects, talk about them. Insight builds trust.

Write like you speak

It doesn’t mean being casual. It means being clear. Simple language always wins — especially when someone’s searching under pressure. So ditch the waffle and say what you mean.

Use your case studies wisely

Make sure they’re detailed, honest and searchable. Add context — not just what you did, but why you did it. What was the brief? What were the challenges? How did you overcome them? Real stories help potential clients imagine working with you.

Keep things fresh

Google favours sites that are regularly updated with useful, relevant content. So make content creation part of your marketing rhythm. Blog posts, guides, FAQs, even project updates — all help you stay visible.

Why this really matters

For businesses in the built environment, SEO isn’t about ranking #1 for a random keyword. It’s about being found at the exact moment someone needs your expertise.

That could be:

• A planner looking for a CPD session on sustainable materials

• A school business manager exploring modular classrooms

• A developer shortlisting architecture firms for a heritage project

In that moment, your website has one job: to say “yes, we get it — and we can help”.

That’s why all this talk of algorithms and AI matters. Because behind every search is a person trying to make a decision. And the brands that understand that — and write content accordingly — will win.

If you’re not sure where to start, we can help.

At The Polka, we work with clients across the built environment to create content that actually connects. Not just for search engines — for the real people who use them.

🔎 Because in this new era of search, it’s not about chasing traffic. It’s about finding your people.