AI Visibility Audit
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Prepared by saigon.digital · June 2026
This report is confidential. Enter the access code provided by Saigon Digital to continue.
Your clients — interior designers, architects, and project managers — are no longer just searching Google. They're asking AI which wallcovering and flooring suppliers to shortlist. This audit shows exactly where you stand, who's winning, and what to do next.
Saigon Digital transformed how Ski.com shows up online. Beyond rebuilding our platform, they helped us rethink our entire search and AI visibility strategy. We saw a significant uplift in organic traffic, our content started appearing in AI-generated travel recommendations, and the quality of inbound leads improved dramatically. They understand where digital discovery is heading and how to turn visibility into real commercial results.
See how we've helped brands grow. Read our case studies and learn more about what we do.
View Case StudiesA snapshot of where Goodrich Global stands in the AI search era — and the opportunity cost of the current gap.
Goodrich Global has built the strongest SEO foundation of any wallcovering supplier in Singapore — DR 45, 975 organic keywords, 8,100+ monthly visits, and 651 referring domains. As Asia's leading Sangetsu distributor with 75% market share in Southeast Asian wallcoverings, the brand authority is undeniable. But here's the critical disconnect: when interior designers, hospitality project managers, and architects ask AI tools to recommend wallcovering or flooring suppliers, Goodrich only fully appears on Google AI Overviews. On ChatGPT, Perplexity, and Gemini, it's Honpo, Wallhub, Craft Axis, and international brands like Interface and Hovia that split visibility — often despite having far lower domain authority. The issue isn't SEO fundamentals; it's that Goodrich's content is product-focused, not answer-focused. AI tools need comparison guides, buying advice, and thought leadership — not catalogue pages — and that's exactly where smaller competitors are filling the gap.
We tested how Goodrich Global appears when interior designers, architects, and hospitality project managers ask AI tools to recommend wallcovering and flooring suppliers. Here's what we found.
ChatGPT mentions Goodrich in some Singapore-specific wallcovering queries, but inconsistently. For broader Asian hospitality and commercial interior queries, Honpo, Interface, and international brands dominate the recommendations.
Goodrich appears in Google AI Overviews for Singapore commercial wallcovering and carpet queries. Strong organic rankings (975 keywords) give it a solid presence here — this is Goodrich's strongest AI platform.
Perplexity surfaces Goodrich for direct brand queries and some Singapore-specific searches, but for category-level queries like "best wallcovering for hotels in Asia," competitors with richer editorial content get prioritised.
Gemini occasionally includes Goodrich in wallcovering recommendations for Singapore, but defaults to parent brand Sangetsu for Japanese wallcovering queries and cites Honpo, Wallhub for general wallpaper queries.
1 / 4 platforms consistently surface Goodrich Global in relevant AI-generated recommendations. Three platforms show only partial or inconsistent visibility.
Buyer-intent comparison guides ("Goodrich vs Honpo," "best wallcovering for Singapore hotels"), structured FAQ content, third-party review presence on Qanvast and industry directories, and content that positions Goodrich — not just Sangetsu — as the answer to commercial interior queries across Asia.
We ran the exact searches interior designers, architects, and project managers use when sourcing wallcovering and flooring suppliers. Here's who appeared — and whether Goodrich was in the answer.
Goodrich appears for direct Singapore supplier queries but loses visibility for broader Asian and category-defining searches. Critically, when buyers ask about Japanese wallcoverings in Southeast Asia — Goodrich's core product range — only parent brand Sangetsu gets cited, not Goodrich as the regional distributor.
Goodrich already has the DR and organic foundation to dominate. The gap is content format, not authority. Publishing "The Complete Guide to Specifying Japanese Wallcoverings in Southeast Asia" and "Goodrich Global: Your Sangetsu Partner Across 11 Countries" would directly address the distributor-vs-manufacturer citation gap that currently costs Goodrich every AI-driven lead in the region.
These are the suppliers currently competing for AI recommendations in your market. Understanding why some win — despite lower authority — reveals the exact content gap to close.
| Company | DR | ChatGPT | Google AIO | Perplexity | Why They Win |
|---|---|---|---|---|---|
| Goodrich Global You | 45 | Partial | Appearing | Partial | Audit target |
| Honpo | 25 | Cited | Appearing | Cited | Japanese wallpaper specialist with rich buying guides, hotel wallpaper PDF catalogues, and "best wallpaper" editorial content. Listed on SmartSinga, Qanvast, and multiple "best of" lists. Content is answer-formatted, not just product catalogues. |
| Wallhub | 27 | Cited | Appearing | Partial | 7,000+ wallpaper designs with design inspiration blog content ("Bringing Hotel Luxury Home"). Appears on every "best wallpaper Singapore" aggregator list. 2-year warranty messaging gives AI a clear recommendation signal. |
| Craft Axis | 36 | Partial | Appearing | Partial | Curated European and Japanese collections from 16 brands. Strong presence on SmartSinga "Best Wallpaper Installation" lists. Content bridges design inspiration with product specification — exactly what AI recommenders favour. |
| The Mill International | 22 | Partial | Partial | Not Cited | Exclusive DESSO/Tarkett distributor in Singapore. Focused commercial and hospitality flooring positioning. Appears for flooring-specific queries despite low DR due to strong niche content and manufacturer partnerships. |
| CarpetWorkz | — | Partial | Appearing | Partial | 30+ years experience positioned as Singapore's carpet specialist. Strong "best carpet flooring" Google rankings. Appears on TopInSingapore and multiple directory listings that AI platforms scan for recommendations. |
Badge key: Cited Partial Not Cited
These are the highest-leverage changes Goodrich Global can make right now to dominate AI-generated recommendations within 60–120 days.
Create definitive guides: "How to Specify Wallcoverings for Hotels & Hospitality in Singapore," "Commercial vs Residential Wallpaper: The Complete Buyer's Guide," and "Japanese Wallcoverings in Southeast Asia: Why Sangetsu Through Goodrich." These answer-format articles directly target the queries where Goodrich currently loses to Honpo and Wallhub. Add structured FAQ schema to each page so AI platforms can extract and cite specific answers.
When AI recommends "Sangetsu" for Japanese wallcoverings in Asia, Goodrich should be the next word. Publish a dedicated "Sangetsu x Goodrich Global" partnership page with structured data, regional gallery locations across 11 countries, and a clear message: "Access Sangetsu collections through Goodrich Global in Singapore, Malaysia, Hong Kong, Thailand, Vietnam, and beyond." This converts every Sangetsu brand search into a Goodrich lead.
Get featured on Qanvast (already listed but profile needs enrichment), SmartSinga "Best Wallpaper" lists, TopInSingapore, ensun.io, and Accio supplier directories. Request inclusion in Commercial Interior Design Magazine's supplier guides. Each third-party mention is a citation signal that AI platforms use to build recommendation lists — Honpo and Wallhub appear on 5–8 of these; Goodrich currently appears on 1–2.
This audit shows the problem. We have a clear strategy to fix it — and results typically show within the first 60 days of engagement.
Goodrich Global already has a DR 45 foundation, 975 organic keywords, and 651 referring domains — that's a stronger starting position than every local competitor. The missing piece is AI-optimised content that transforms your product expertise into the answers AI platforms cite when designers and project managers ask for recommendations. With 40+ galleries across 11 countries and the Sangetsu partnership, Goodrich should own every wallcovering and flooring recommendation in Asia. We've built GEO strategies for suppliers, manufacturers, and B2B brands across the region. A 30-minute call is all it takes to map out a plan.
Nick Rowe · CEO & Co-Founder, Saigon Digital
Full GEO strategy, content plan, authority-building roadmap, and monthly performance reporting — all focused on making Goodrich Global the AI-recommended wallcovering and flooring supplier across Southeast Asia.
Most clients start seeing AI citation improvements within 45–60 days. Full competitive parity typically achieved in 90–120 days.
Every month Honpo, Wallhub, and Craft Axis publish more buyer guides and collect more third-party mentions, the gap compounds. AI models are training on content published now — your competitors are building the citation network that will define recommendations for years. Delay hands them the advantage despite your stronger foundation.