The Experiment That Could Redefine Search

Google’s Search Generative Experience (SGE) is an ambitious experiment that aims to revolutionize how we interact with search engines. However, like any groundbreaking innovation, it’s far from a finished product. 

Just as self-driving cars require years of refinement, testing, and real-world adaptation, SGE needs time to mature, improve its technology, and assess its impact on users.

Yet, there’s a growing assumption that SGE — and generative AI platforms like ChatGPT or Bard — will completely disrupt search as we know it, replacing traditional methods and consolidating how we find information. 

But this binary thinking oversimplifies the evolution of technology. Just as Facebook, Instagram, Snapchat, TikTok, Pinterest, LinkedIn, and X each carve out unique roles in the social media ecosystem, multiple platforms and models can coexist in the search landscape.

Every platform serves a specific purpose, and user behavior adapts based on the context. While SGE Google and AI-driven platforms bring exciting possibilities, they’re not one-size-fits-all solutions. Traditional search still holds value, offering depth and precision in ways AI hasn’t mastered yet. 

What is SGE?

Before diving into the misconceptions, let’s first clarify what SGE is all about.

SGE represents Google’s effort to enhance traditional search using AI. It aims to provide users with deeper, more intuitive search results for every query. The goal is to transform how people search, simplify complex inquiries, and deliver faster, more actionable insights.

According to Google, SGE enables users to:

• Ask more nuanced and descriptive questions that go beyond traditional keyword searches.
• Quickly grasp the essence of a topic with curated links to explore further details.
• Kickstart tasks like drafting content or generating images directly within the search interface.
• Seamlessly continue their search journey with conversational follow-ups and suggested next steps.

At its core, SGE isn’t just about answering questions — it’s about reimagining how we interact with information, making the process more dynamic, contextual, and efficient.

Why does Google SGE matter?

SGE represents the next evolution of search engines. Rather than displaying a list of blue links, SGE provides AI-generated responses to user queries, often summarizing key information from top-ranking content. This means that search engines like Google are moving toward offering users direct, concise answers without requiring them to click through multiple sites.

This shift changes the game for multifamily marketers. If your property’s website, blog, or content marketing strategy isn’t optimized to appear in SGE responses, you risk losing visibility and, ultimately, potential leads. Traditional SEO principles still apply, but they must be expanded to align with how AI curates and prioritizes content.

What’s the impact on multifamily marketing?

1. Shifting visibility from clicks to summaries

Google SGE reduces reliance on traditional organic clicks by summarizing content directly within the search engine results page (SERP). If your content isn’t surfaced in AI summaries, this could mean fewer direct website visits for multifamily properties.

However, the upside is that well-optimized content has the potential to be featured in these summaries, increasing your visibility to renters at a critical stage in their search journey. Being included in an SGE response could position your property as a trusted, go-to source.

2. Increased importance of informational content

Renters often use search engines to explore neighborhoods, compare amenities, or find advice on leasing. SGE prioritizes content that answers these queries comprehensively and accurately. Thus, producing high-quality, value-driven informational content is more critical than ever.

Blogs, FAQs, and resources tailored to renter pain points — such as “best neighborhoods for families” or “tips for leasing your first apartment” — can position your property as an authoritative source that SGE highlights.

3. AI-powered local search optimization

SGE leverages AI to improve local search accuracy. For multifamily properties, this means that appearing in SGE summaries for queries like “best apartments near downtown Austin” or “pet-friendly apartments in Miami” requires a renewed focus on local SEO tactics. Accurate Google Business Profiles, consistent NAP (Name, Address, Phone Number) data, and localized content are crucial in being featured.

AI Disclaimers and Compliance

As AI-generated content becomes more prevalent, ensuring transparency and compliance has become a priority for businesses leveraging these tools. Integrating SGE into search engines like Google amplifies this need, as users demand clarity and authenticity in the content they interact with.

Why do you need AI disclaimers?

A Q2 2024 Sprout Pulse Survey revealed that 94% of consumers believe all AI content should be disclosed, highlighting a growing concern about transparency. Furthermore, 46% of consumers are less likely to buy from a brand that posts AI-generated content without acknowledgment. This sentiment underscores the importance of building trust with your audience by clearly stating when content is created or assisted by AI.

Many publications, including Google itself, have begun adding disclaimers to articles produced entirely or in part by AI. These disclaimers inform readers and reinforce a brand’s commitment to transparency and ethical practices.

How can multifamily marketers comply?

Incorporating AI disclaimers into your content strategy ensures compliance with emerging best practices while fostering trust among renters:

• Transparency in Content: Include disclaimers on blog posts, emails, or FAQs indicating when AI tools were used in content creation.
• Blend Human Creativity with AI: Balance AI-generated outputs with human insights to maintain an authentic voice that resonates with your audience.
• Train Your Team: Equip your marketing team with guidelines on using AI ethically and disclosing its involvement appropriately.

Adapting Your Strategy for SGE Success

As clickthrough rates decline, ads become less common, and long-tail queries gain prominence, multifamily marketers must adapt to thrive. Here are actionable ways to ensure your strategy aligns with this new era:

1. Optimize for conversational queries

SGE responds to conversational, natural-language questions such as “What are the best luxury apartments in Chicago?” Your content needs to mirror this format. Create blog posts, FAQs, and landing pages that address these questions directly. Use tools like ChatGPT or Google’s “People Also Ask” data to uncover common renter questions and answer them comprehensively in your content.

2. Create long-form, comprehensive content

SGE favors detailed, authoritative content. If your site lacks in-depth resources about your property, community, or the renting process, now is the time to build them. Write detailed blog posts, such as “10 Things to Know Before Renting in Downtown Denver,” incorporating local insights, amenities, and tips to position your property as a trusted expert.

3. Emphasize structured data

Structured data helps search engines understand your content, improving its chances of being included in SGE summaries. Multifamily properties can use schema markup for local business details, reviews, pricing, and amenities. Implement schema for apartments to showcase your property’s unique selling points, such as floorplans, neighborhood details, and available units.

4. Prioritize high-quality local SEO

Local search is crucial for multifamily marketing, and SGE heightens the importance of accurate, localized information. Ensure your Google Business Profile is updated and reflects your property’s offerings. Include location-specific keywords in your meta descriptions, page titles, and content to ensure visibility in location-based queries.

5. Leverage multimedia content

SGE often integrates videos and images into its responses. Multifamily properties that create visually engaging content like property tours, community highlights, and testimonials are more likely to stand out. Create short, engaging videos optimized for YouTube and embed them on your site to increase the likelihood of appearing in search engine results pages.

6. Prioritize E-E-A-T

Experience, Expertise, Authority, and Trust (E-E-A-T) have always been crucial in SEO, but they are even more important in a generative AI world. SGE prioritizes content that exudes credibility and reliability. To excel:

• Showcase experience through user testimonials, case studies, and real-life success stories.
• Highlight expertise with well-researched blog posts and insights.
• Build authority by earning backlinks from reputable sources and optimizing local SEO.
• Reinforce trust through transparent AI disclaimers and high-quality, factual content.

7. Optimize for long-tail keywords

SGE’s focus on detailed, conversational queries makes long-tail keywords more important than ever. By diving deeper into niche topics, you can increase the likelihood of your content being included in SGE responses.

Instead of targeting general terms like “luxury apartments,” optimize for queries such as “luxury apartments near public transit in Denver” or “pet-friendly studio apartments in Miami’s Wynwood neighborhood.”

8. Anticipate lower clickthrough rates

With SGE providing detailed summaries directly on the SERP, users may click through less often. However, this doesn’t diminish the importance of your content — it simply shifts its role. High-quality, scannable content will likely be featured in SGE summaries, ensuring your brand remains visible even if clicks decline.

Pro Tip: To measure your content’s success beyond traditional clickthrough rates, focus on engagement metrics like time on page, bounce rate, and conversion rate.

9. Prepare for fewer ads

As Google integrates SGE, the volume of ads may decrease, making organic visibility even more competitive. To maintain a presence:

• Double down on SEO strategies that align with AI, such as content that answers user queries comprehensively.
• Invest in high-value ad placements that offer tangible ROI rather than spreading your budget across low-performing campaigns.

Adapting to What’s Next

The future isn’t about one technology replacing another — it’s about how these platforms evolve, specialize, and find their place in a constantly shifting digital ecosystem.

Time will tell how SGE reshapes search, how users adapt, and how businesses respond. But what’s clear is this: navigating this new terrain requires a thoughtful strategy, an open mind, and a willingness to adapt to what’s next.