Stay Visible in the Age of Search Generative Experience

Google's Search Generative Experience (SGE) represents a paradigm shift in online search. Unlike traditional search results that present a list of website links, SGE leverages generative AI to create contextual answers to complex questions. It synthesizes information from various sources and presents it in an easily digestible format, often reducing the need for users to click through to individual websites.

One of the key features of SGE is its ability to generate images directly from the search bar based on text prompts. This means users can create visual content without needing external
tools or websites. This capability can significantly impact how visual content is created and used in various applications, including multifamily marketing.

HOW SGE IMPACTS THE MULTIFAMILY INDUSTRY

SGE has profound implications for potential residents searching for and discovering apartment communities. Here's how SGE is changing the multifamily industry:

• Reduced Website Traffic: As SGE provides comprehensive information directly on the search results page, users may be less inclined to click through to individual property websites. This could decrease website traffic and lead to fewer leads for multifamily properties.
• Enhanced User Experience: SGE has the potential to enhance user engagement and satisfaction by providing a wealth of relevant information at a glance. This can expedite the decision-making process for potential residents, allowing them to assess quickly whether a property meets their needs.
• Increased Emphasis on Local SEO: SGE emphasizes local search intent, making it crucial for multifamily brands to optimize for location specific keywords and maintain consistent NAP (Name, Address, Phone Number) information across all platforms.
• Importance of Google Business Profiles: SGE often pulls information from Google Business Profiles, making it essential to keep these profiles fully updated and optimized.
• Shift in Focus from Clicks to Conversions: As click-through rates (CTR) may decrease with SGE, multifamily marketers must optimize their websites and content to drive conversions, such as lease applications and property tours.
• Need for High-Quality Visual Content: SGE often incorporates images and videos in its search results, making it essential for multifamily brands to invest in high quality visual content that showcases their properties and amenities.
• Impact on Different Query Types: SGE's impact varies depending on the type of search query. Informational queries, like "best time to move to a new apartment," might see the most significant impact, with SGE providing comprehensive answers directly on the search results page. Navigational queries, like "Park Place Apartments website," might be less affected, as users are specifically looking for a particular website Transactional queries, like "apply for an apartment online," could see moderate impact, with SGE potentially providing comparisons and options directly in the search results.
• Competition for Visibility: SGE may lead to increased competition for visibility in search results.
• Organic Traffic and Conversions: SGE could decrease organic traffic and conversions. This highlights the need to adapt marketing strategies to drive conversions and maximize
  each website visit's value.
• Changing User Engagement: SGE engages users with better quality content and a more conversational style when presenting search results.
• Shift in Traffic Sources: SGE will change which websites gain the most traffic because the links displayed in the prominent panels will take the lion's share of traffic.
• Top SGE Results Differ from Regular SERPs: The top SGE results significantly differ from regular search engine results pages (SERPs). Traditional SEO strategies alone may
  not achieve visibility in SGE results. 

STRATEGIES FOR MULTIFAMILY BRANDS TO STAY VISIBLE

IN THE AGE OF SGE

While SGE presents challenges, it also offers opportunities for multifamily brands to enhance their online presence and attract more residents. Here are some key strategies to adapt and thrive in the age of SGE:

Optimize Content

• Focus on Long-Tail Keywords
• Answer Common Questions
• Structure Content for Featured Snippets
• Embrace Structured Data
• High-Quality Walkthrough Video Tours and Photos
• The 5-Second Rule
• Highlight Features for WFH Residents
• Incorporate Greenery and Color Psychology 

Enhance Your Google Business Profile

• Complete All Sections
• Encourage Reviews
• Respond to Reviews
• Use Google Posts
• Add Photos and Videos
• Maintain Apartment Listings

 
SGE is a game-changer for the multifamily industry, presenting both challenges and opportunities. Understanding its implications and adapting marketing strategies will allow
multifamily brands to ensure their properties remain visible and attract potential residents in this evolving digital landscape.