Is Your Website Invisible? What Every Equipment Seller Should Know About AI Search

If your website feels like a billboard in the desert, you're not alone. Many businesses across the heavy equipment, construction and industrial sectors are facing a frustrating reality.

More people are searching online, but fewer are visiting websites.

That’s because of a growing shift in how search engines work. Today, search platforms like Google are using AI Overviews—automated summaries that pull content from websites to generate quick answers at the top of search results. These summaries often give users the information they’re looking for without them ever clicking through to a website.

What’s Happening?

These AI Overviews are causing a major change in user behavior. According to Bain & Company, about 80% of search users rely on AI summaries at least 40% of the time.

That’s not just a shift—it’s a seismic change in how people find (or don’t find) your business online.

What It Means for You

If you’re investing in a website or SEO and still not seeing traffic or leads, it could be because search engines are using your content—without giving you the click. That’s what we call a “zero-hit website”: it’s live, it’s functional, but no one’s landing on it.

About 75% of searches triggering AI Overviews result in zero-click searches according to Capital Computer Group. This indicates a significant shift in user behavior and potential impact on website traffic.

So What Can You Do?

Here are three things you can do right now to take control:

1. Stop guessing with SEO. Focus less on chasing keywords and more on answering the specific questions your buyers have. Think: “How do I finance a crane?” or “Best maintenance schedules for loaders.”
2. Create intentional, helpful content. Write articles, how-tos and guides that directly serve your buyer’s needs. Clear, informative content is still the most powerful way to build trust and drive action. Catalyst can help with content creation and, most importantly, extend the reach of the content. Increase the ROI of your content, whether it’s created by your team or ours, by expanding its reach through our audience. Think of it as ROA (Reach Our Audience) to boost your ROI.
3. Focus on high-intent traffic. Don’t aim for everyone—target the people who are actively comparing, pricing and researching. Those are your buyers. With tools like Catalyst’s Forge, audience segmentation and campaign targeting, you can reach them when they’re ready to act.

The Bottom Line

It’s not just about showing up anymore—it’s about showing up with clarity, purpose and timing. AI search isn’t going away, but businesses that evolve their content strategy and focus on intent-driven marketing will thrive.

At Catalyst, we help clients do just that—no jargon, no guesswork, just real solutions based on how your customers are finding answers today.

Catalyst Communications Network (Media Partner)

A data-driven media company specializing in the U.S. agriculture, construction and industrial markets. Catalyst provides customized digital solutions that strategically connect businesses with their target audiences, fostering meaningful engagement and driving business growth.