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.
Ashley Tyndall is Chief Relationship Officer at Criterion. B www. aamdhq. org 45 | TRENDS APRIL 2025