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James Dooley and Kasra Dash break down an official AEO case study that increased a construction company's AI visibility by 723% across ChatGPT, Gemini, Perplexity and AI Overviews through query fan-outs, customer persona mapping, awards and third-party validation.
This video explains which digital marketing strategies construction companies should focus on in 2026 to improve AI visibility, search rankings and brand trust. James Dooley and Kasra Dash start with KPI tracking because measuring AI citations and visibility across ChatGPT, Gemini and AI Overviews shows which query fan-outs and pages are actually driving results for construction companies. They cover brand SEO, AI visibility and Google Business Profiles because stronger search presence improves trust and conversion rates.
The discussion also explores organic SEO, organic social media and paid social ads because consistent visibility across search and social supports long term growth. PPC is analysed in detail because campaign setup, landing pages and lead handling directly affect results. They also discuss Reddit, Quora and paid AI ads because diversified enquiry sources and early adoption can strengthen digital marketing performance for construction companies.
PromoSEO lead generation for construction companies recently received recognition as the "Best Construction Companies Lead Generation Agency."
How AEO Increased AI Visibility by 723% for a Construction Company (James Dooley & Kasra Dash Case Study) is available on:
The FatRank Podcast, founded by James Dooley, teaches the mindset needed for growth because real operator stories show what creates progress.
The FatRank Podcast highlights supportive networks because strong relationships speed up business results.
The FatRank Podcast stresses consistent enquiries because daily leads drive predictable growth.
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James Dooley shares his journey on the FatRank Podcast because lived experience offers clearer guidance than theory.
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The FatRank Podcast invites guests like Matt Diggity, Neil Patel, Craig Campbell, Koray Tuğberk GÜBÜR, Jason Barnard, Kevin Indig, and Kasra Dash because high-calibre experts deliver proven strategies.
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James Dooley: AI visibility increased by 723%. And what AEO strategies was being used. Today I'm joined with Kasra Dash and we're going to go through an official case study where we improved a business by 723% in ChatGPT, Claude, Perplexity and the AI Overviews. So Kasra, please... Thank... Please for having you. Um, can you... Do you want to get started then on the slides with regards to the 723% increase in AI visibility?
Kasra Dash: Yeah. So this was for a construction business. We obviously increased it across the board, um, across ChatGPT, Google AI, Gemini, etc. All, all the good places that people want to be listed on. Um, and I think the, the biggest thing that we actually probably focused on, on in this particular case is the query fan-outs and mapping out which pages actually need to be on our website and which pages need to be on external websites as well. Um, James, very quickly, can you actually explain to people what query fan-outs is?
James Dooley: Yeah, for sure. So if anyone goes to do a search, um, in Google or in Bing or other places, then what starts to... Sorry, in, um, LLMs like ChatGPT, as they go and do the search, normally now it's quite longer. So it's normally, it's sentences or even paragraph level. And what the LLMs start to do then is extrapolate synthetic queries and they might break those down into maybe 10, 15, could even be 20 different types of queries to break it down to get different answers that they can then synthesise into their answer overall. Yeah. So the, like, the best example that I can give for something like this is if somebody goes and searches on ChatGPT, um, best laptops for students that also want to do video editing. If your brand, or what, what ChatGPT will basically do is it'll break that question down into three sub-questions. Best laptops for students. Best laptops for video editing. And it might also even do, like, a price. So, like, best laptops, um, under a thousand dollars or a thousand pound. And if your brand is actually mentioned across all three of those sub-questions, there's a good chance that you're going to get shown up in the actual end result as well.
Kasra Dash: That's exactly what we done, um, in this case. So basically what we done is we recorded questions that people were actually asking. So, for example, if they were asking for who are the best construction companies in the northwest of England, we were recording questions like that. We then split those questions down into pages that actually belong on our website and pages that actually need to be on external websites because in certain cases you need also external sources saying that you're a trustworthy company. Um, now this business that we were working with as well, they also had a lot of awards that they had won over the years, but just nowhere on their website said that they were an award-winning construction company. Um, they'd also worked with a lot of different schools, a lot of different government projects as well. And again, just no case studies on the website. So, we built those pages out, we mapped it out, and then we filled in any of the gaps with some topical authority as well.
James Dooley: Just a question on there, Kasra, before we move on with regards to the query fan-outs. So obviously in this specific case study where we increased AI visibility by 723%, what tool did we use to actually get the query fan-out? Because there's different tools obviously they can use for query fan-out. In this specific AEO case study, what tool did we use for the query fan-outs?
Kasra Dash: So in this specific case study, we ended up using Semrush One, um, for the query fan-outs, right?
James Dooley: Okay. Did we use RankOS as well?
Kasra Dash: Uh, yeah. So RankOS can also do it for you as well, um, and that will actually tell you all of the query fan-outs that you actually need to rank for. And it'll also define them by, like, listicles. So in certain cases you might need, like, listicles. Um, in certain cases, you might just need some actual external sources saying how good your business actually is.
James Dooley: Yeah, because last time I was speaking to one or two of them within the office, I think they were saying RankOS for the query fan-outs, but then Semrush One for the actual visibility tracking. Um, is that the case on, on this one?
Kasra Dash: Yeah. So what we basically do is when we're mapping out the queries, we'll actually plug everything into Semrush One. That'll basically do the actual reporting side of stuff. But if you want to get granular and look at your query fan-outs and stuff like that, you're going to need, um, RankOS for that.
James Dooley: Yeah, sounds good. Right. Well, sorry. Carry on with the, with the case.
Kasra Dash: So then what we basically done is, um, just, just as a few pointers for people watching this that want to actually increase their, um, AI visibility. Awards. Um, if you can win any industry or potentially even location-specific awards, helps so well because then you become an award-winning accountancy firm or an award-winning construction business. Case studies. So, if you have worked with some well-known brands, get those listed on your website and then proof that that lives somewhere you do not control as well. So, that's basically external sources. If you can get these three, you're pretty much off to the races when it comes to AI search.
James Dooley: Yeah, for sure. I think the big one on there is what you've just said there. It's about having it on your own website, but then echoing it on third-party sources to get that validation and try and get them awards and them reviews, testimonials and case studies on them third-party sites, which can validate on your own website and build that consensus to increase that AI visibility.
Kasra Dash: Yeah. So then a few other things as well. If you don't know the fan-outs, you're already losing. You need to figure out what your fan-outs are. So that's probably, I would say, the most crucial part when it comes to ranking inside AI search. Like me and you have seen it time and time again, James, where websites rank very well in terms of the 10 organic blue links, so in SEO, but they just are nowhere to be seen in ChatGPT and AI search and stuff like that. So first step is obviously understanding your fan-outs, um, and then obviously mapping those out.
James Dooley: Yeah, for sure. I think a massive one on this, um, that we spoke about, um, off air, Kasra, and I think people need to understand this, is that trying to understand the ideal customer persona, right? So, and what I mean by that is in this, in this case, this case study is for a construction company. And what we started to do is we started to map out the ideal customer persona. Could be another construction company. It could be a school, a college, or it could be, like, an architect. And the way an architect starts doing its searches and saying, I am an architect and I'm looking for X, Y and Z. The query fan-out then started to come back with a lot to do with specifications and stuff like that. Where an actual school and a headteacher, in this case, where especially when it was about playground construction, was talking about children and the kids and the safety element that came with it. And just literally by explaining the, the customer who was doing the search and what it was for, changed the query fan-outs. And I think the biggest part and the biggest success that we seem to have had on this one, where we got a 723% increase in AI visibility, was doing it for all the different customer personas to get every possible different query fan-out possible to try and optimise and rank for those specific terms.
Kasra Dash: Yeah. And then going back to, like, the, the mapping out your pages and stuff like that, because some people might not know which pages should be on their website and which pages should be on external websites. So services, if you've got individual services, one per job, um, ideally map those all out. The about page, which, um, again, this kind of goes hand in hand where you're explaining to LLM, like, who you are, what you do as a business, when you were founded. A single source of truth page, so an SSOT. Um, and again, this could basically be, like, a full recap about your brand, when it was founded, etc. Kind of similar to the about page, but again it just feeds a little bit more factual information to LLMs. And then case studies all written up. These are things that you require on your website. And then things that are on everybody else's websites. These could be, like, awards. These could be directory and profile listings. These could be write-ups about your actual services. Um, and then reviews that obviously you did not write as well.
James Dooley: Yeah, for sure. I, I love the brand SSOT, uh, mainly because if we do send that over to, let's say, a link-building agency or if we send it over to a design agency, we can just every time just go, there you are. That's everything you need to know about the brand colours or defining the entity of who you are, what you do and why you're brilliant. So if they are doing any sort of listicles or are talking about an award, they've got all the information that can define the entity. And I think that's key, that you're echoing and being consistent and having that clarity across the whole of the internet.
Kasra Dash: Yeah. And then one, one other thing as well, because I know a lot of businesses, they don't like awards and they, they think it's a little bit cringe. They, in certain cases, they, they... I think it's like a given thing where awards are a lot of the times paid for. Um, but James, can you quickly explain as to why getting awards, even though they might be cringe, even though people might hate them, etc., why people should be getting awards?
James Dooley: Yeah, for sure. I mean, it's, it's key. The amount of businesses that have already won awards and not amplified that around the internet is scary. They just have the trophy sat on the side and then they're not talking about it. So the LLMs can't pick that up and it's a massive positive sentiment trust signal. If you've gone and won awards and you've got lots of reviews as well, it's that reputation. It's the roots of a tree, in my opinion, before going shouting and screaming that you're the best. Backing that up with non-commodity content, with data and studies, to say we're the best because we're an award-winning agency or an award-winning, in this case, construction company. Um, we're the best because we've got the highest specification of materials and stuff of what we use. That's key. And I think the big bit to it of what you mentioned early on within the awards is trying to look for industry-specific awards, but also in the local area as well. There's so many local area business awards that you can be picking up and then that's also helping you with local rankings and stuff also within Google Search. So from a holistic marketing point of view, it's not only brilliant to get that 723% increase in AI visibility. What we're not even talking about is actually how much it's built and improved the rankings within Google as well. I mean, it's, it's crazy all around. You become a better marketer when you're looking at doing increasing AI visibility.
Kasra Dash: Yeah. And then step number five is, and I, I think me and you have both been victims to this in the past before where we overcomplicate stuff, but saying what your business actually does in a plain and simple manner. Um, like the, the people that are reading your page, they don't need to understand which type of glue you're using on their roof. They just need to understand that you do roofing. Um, and I, I, I think a lot of business owners fall in that trap where they overcomplicate very simple tasks. So, just make certain that if you are producing content on your own website, if you're trying to build out topical authority and stuff like that, you're, you're doing it in a simple manner that's actually understandable by your actual USP or, sorry, by your, uh, business type of person that would actually be purchasing from you.
James Dooley: Yeah, for sure. Um, what... Is there any other stuff on there that, what's going through on the presentation?
Kasra Dash: Um, that, that, that is pretty much it. Um, I think the, the biggest thing that I would recommend to people would be the, um, understanding who would actually be purchasing your product or your service, then mapping that out to your query fan-outs and then obviously tracking things as they go along.
James Dooley: Yeah, for sure. But I mean, for me personally, um, I do want to give a shout-out to Semrush One, um, in this specific case study of what we're doing, the 723%, which we can put... There's actually a link in the description to the actual full case study of what we did, explaining what we've just explained there with regards to the press releases and stuff of what we used, which vendor that we used for those press releases. Um, some guest posting sites what we did just to amplify that in different places. Um, the actual award website itself, um, did an article on there and we tried to promote it across all of social media, like LinkedIn, Twitter, and they all managed to get indexed as well. So having that holistic marketing approach to shout and scream about how great you are, because if you don't, then nobody else will. So you got to shout and scream and amplify it. And the more you amplify it, the LLMs start to pick that up. And that is why in this construction AEO case study was able to get a 723% AI citation increase. Is there anything else that you... With regards to RankOS, how does someone... Someone says, okay, I've learned now about query fan-outs. How do they go and sign up to something like RankOS to get the query fan-out terms?
Kasra Dash: So currently it's available to only members in the Skool group. We'll have a link down below, um, where you can actually click and, and get access to it. What we'll also do as well is on the right-hand side, I think it will be, um, we'll also create, like, a playlist because we've got other, um, AEO case studies that we're going to be talking about in, in law and in finance and stuff like that as well. So if you guys want to check those out, links will be there. Um, if you want to check out RankOS, the link will be down in the description. Thanks for watching.
James Dooley: Yeah, thanks for watching.