The way renters search for apartments is changing, fast.
With Google’s introduction of the Search Generative Experience (SGE), AI-powered search results are transforming the renter’s journey and reshaping the competitive landscape, creating a new era of SEO known as Generative Engine Optimization (GEO).
Instead of showing traditional lists of website links, Google’s GEO approach presents concise, conversational summaries right on the search results. Often, renters get their answers immediately, without ever needing to click through to your property website.
For multifamily property marketers, this poses a critical question:
If Google is answering renter questions directly, is your property visible in those answers?
Let’s dive into exactly what Google’s new SGE and what GEO is, why they matter for your multifamily digital marketing strategy, and how you can make sure you stay visible in this changing landscape.
What is Google’s Search Generative Experience (SGE)?
SGE is Google’s latest advancement, leveraging generative AI to provide conversational answers directly within search results, forming the core of GEO. Think of it as a helpful digital assistant that quickly scans the internet and provides clear, relevant information, saving users from clicking through multiple pages.
For example, when a renter searches for something specific like “What are the best luxury apartments in Las Vegas, NV?” Google’s SGE showcases a tailored summary of the top-rated properties. Without GEO-optimized content, your property might not make this highly valuable list.
What Does This Mean for Apartment Marketers?
This isn’t just a technical tweak to search algorithms, it fundamentally changes how renters find and evaluate apartments online. Being excluded from these AI-generated summaries isn’t like ranking slightly lower on a traditional results page; it’s like becoming invisible altogether.
In practical terms, this means:
- Lower Click-Through Rates (CTR): Without GEO optimization, your property could miss visibility in the AI summaries, drastically reducing clicks even if your organic rankings remain high.
- Missed Opportunities: Renters frequently ask hyper-specific questions like “apartments with walking trails near downtown.” GEO optimization ensures your content directly answers these queries, maintaining your visibility.
- The Importance of Authority: Google prioritizes sites it recognizes as helpful, trustworthy, and directly relevant to renter queries. Thin, generic, or outdated content just won’t make the cut anymore.
How Google Decides What Content to Show In SGE
SGE selectively curates answers based on content it considers authoritative, clearly structured, and highly relevant. If your site doesn’t meet these criteria, you’re likely to be overlooked entirely.
Here’s what Google values most for inclusion in its AI-generated responses:
- Structured, Clear Content: Break your content into easily digestible sections using clear headings (H2, H3), FAQ sections, and bulleted lists. This helps Google understand exactly what your page offers.
- Authoritativeness: Sites with original, valuable, and trustworthy content are prioritized. Local credibility, like consistent Google Business Profile (GBP) details and positive reviews, also significantly boosts your visibility.
- Local Relevance: Explicitly mentioning local neighborhoods, landmarks, and amenities makes your content far more likely to appear in localized search results.
- Schema Markup: Implementing structured data (Apartment, FAQ, and Review schemas) provides Google with additional context, enhancing your chances of appearing prominently in both traditional results and new AI-generated summaries.
How to Ensure Your Property Stays Visible in SGE Results
Taking action now ensures your property remains competitive and highly visible:
- Review Your Content: Identify gaps in your content and make updates to clearly answer common renter queries.
- Optimize for Conversational Search: Write content that matches how renters ask questions, clear, conversational, and detailed.
- Leverage Structured Data: Use schema markup strategically to provide Google with essential, structured insights about your apartments.
- Stay Locally Engaged: Continually update your GBP with fresh, localized information and leverage positive reviews to maintain authority and visibility.
Google’s Search Generative Experience is already here, and it’s transforming how renters search online. By proactively optimizing your content with GEO strategies for this new search experience, you’ll keep your property visible and highly appealing to renters, turning searches into leases.
Ready to leverage Generative Engine Optimization and ensure your multifamily property remains at the forefront of Google’s evolving landscape? Let us help, book a demo here.
