MARKETING
Stay Visible in the Age of Search Generative Experience
Photo Credit: Bastian Riccardi
BY ASHLEY TYNDALL
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
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