Goodbye, Google-Only SEO … Hello, New SEO!

Why Multifamily Marketers Must Optimize Beyond Google

The search landscape has shifted dramatically, and Google no longer holds the monopoly it once did. 

While it still leads with 18.8% of the global search marketshare, platforms like Instagram, Baidu, Snapchat, and Amazon are gaining traction, each carving out its own space in how users search for and interact with content. 

Instagram has secured its position as the second-largest search platform, reflecting a clear trend: search behavior is diversifying.

For multifamily marketers, this shift means that SEO strategies can’t rely solely on Google anymore. With users increasingly turning to alternative platforms to discover properties, neighborhoods, and community experiences, the goal must be to optimize for multiple search engines and social platforms to stay relevant and visible. 

The future of SEO lies in embracing this fragmented search ecosystem and crafting strategies that work across platforms.

Why Google Isn’t the Only Search Game in Town

While Google continues to be a leader in search, its dominance is gradually shrinking as users explore platforms tailored to specific needs. For multifamily properties, this shift signals a need to diversify SEO strategies and rethink digital multifamily marketing efforts. Platforms like Instagram, Snapchat, and Amazon are becoming integral to how users search for information, make decisions, and engage with brands.

Instagram, for example, has evolved into a powerful search engine in its own right. Users frequently search for local businesses, community visuals, and reviews on the platform, making it an invaluable tool for multifamily marketers looking to enhance user experience. Between Instagram’s visual appeal and ability to optimize posts with long-tail keywords, marketers can connect with potential renters where they’re already searching.

Snapchat offers another avenue, especially for targeting younger demographics. Its visual-first approach aligns well with creating high-quality content that resonates with users deciding where to live. Incorporating keyword research into captions and leveraging geotargeted filters can boost visibility for multifamily properties in local searches.

Although primarily a marketplace, Amazon plays a surprising role in organic searches related to housing essentials and living spaces. Multifamily marketers can use this platform to create content that links back to their properties, like blog posts about decorating small apartments or tips for maximizing storage. This strategy increases organic traffic and strengthens the marketing plan by addressing users’ specific search queries.

Relying solely on Google rank means missing opportunities to connect with your target audience across platforms where they spend significant time. Diversifying your content creation efforts to optimize for multiple platforms ensures that your multifamily property ranks higher in organic searches and builds trust with potential renters.

Strategies to Optimize Beyond Google

If you only optimize your content for Google, you’ll likely miss out on many prospects. This is why we recommend the new SEO approach. 

What’s the “new” SEO? It’s “search everywhere optimization.” This means we must take more ownership to optimize beyond Google.

SEO is evolving and you need to adapt to help maintain overall traffic levels through new ways of thinking and modern practices. 

Even Google’s Search Liaison, Danny Sullivan, said, “One of the ways to be successful with Google Search is to think beyond it.”

Here are some key strategies to help you succeed:

1. Optimize for Visual Search on Instagram

Instagram is a powerhouse for visual storytelling. The demand for quick, visually engaging content is reshaping how people search. Video content is shared twice as much as other formats, and 58% of Instagram users report feeling more connected to a brand after watching their Instagram stories. Social media platforms now serve as discovery tools, helping users find local businesses, community events, or even apartment listings.

Create content that highlights property amenities, neighborhood culture, and resident experiences. Use location-based hashtags, geotags, and Instagram Stories to enhance discoverability. High-quality, engaging visuals are more likely to appear in search results and resonate with users exploring apartment living.

2. Leverage Local SEO on Multiple Platforms

While Google Business Profile is crucial, expanding local SEO efforts to include platforms like Bing and Yelp can amplify your visibility. Ensure your property listings include accurate and consistent NAP (Name, Address, Phone) details across all platforms.

3. Embrace Short-Form Videos for Snapchat

Snapchat’s focus on ephemeral content makes it a valuable tool for showcasing quick property tours, community events, or local attractions. Short-form video content optimized for Snapchat can help you connect with younger audiences searching for lifestyle-oriented apartment options.

4. Enhance E-Commerce Style Listings on Amazon

Amazon’s search functionality isn’t just for products. It’s increasingly used to explore service offerings and local listings. Multifamily properties can capitalize by creating product-style listings that detail apartment features, benefits, and even move-in packages.

5. Incorporate Schema Markup Across Platforms

Structured data remains a cornerstone of multifamily SEO, but its application must extend beyond Google. Use schema markup to enhance your property listings on Instagram, Amazon, and other platforms to ensure search engines and users can easily interpret your content.

6. Track Cross-Platform Search Behavior

Use analytics tools beyond Google Analytics to track engagement and search trends across platforms. Understanding how your audience interacts with each platform allows you to fine-tune your strategies and allocate resources effectively.

7. Spark Interest With TikTok SEO

TikTok is also a major player in reshaping search behavior. Users turn to TikTok for quick, authentic reviews, how-to guides, and viral trends that often create or reignite search demand on platforms like Google or Amazon. For example, products that gain traction on TikTok, like turmeric skincare or Lululemon’s belt bag, see surges in related search terms across other channels. Multifamily marketers can apply the same principle by creating TikTok videos showcasing property amenities or neighborhood highlights, sparking interest that leads to deeper searches elsewhere.

TikTok SEO involves more than just hashtags. Saying keywords in the audio, using text overlays, and adding keywords in captions and transcriptions all contribute to improved visibility. Embedding TikTok videos on your website can also increase engagement and complement traditional SEO strategies.

8. Attract High-Intent Audiences on Pinterest

With over 450 million active users monthly, Pinterest has become a vital visual search engine that multifamily marketers can leverage to increase brand awareness, drive organic traffic, and engage potential renters. Pinterest users are intentional searchers; this means they often use the platform to gather inspiration or make purchasing decisions, making it an ideal place to attract high-intent audiences.

Pinterest operates on a search-based algorithm, similar to Google. Research relevant keywords using tools like Pinterest Trends or keyword research tools. Focus on terms that resonate with potential renters, such as “luxury apartments,” “pet-friendly communities,” or “downtown living inspiration.” Incorporate target keywords naturally into pin titles and descriptions to improve search discoverability. Create video pins showcasing property tours, local attractions, or resident testimonials to capture attention and engage users.

The New Rules of Multifamily SEO

The rise of alternative search platforms doesn’t mean Google is obsolete, but it does mean multifamily marketers need a more nuanced strategy. Prioritize platforms based on your target audience’s preferences and behaviors. 

For example, if your demographic is Gen Z, focusing on Instagram and Snapchat might yield better results than traditional Google SEO. Conversely, Amazon’s utility-driven search features could be more effective if you’re targeting families or professionals.

Diversifying your SEO efforts ensures that your property remains discoverable across various search contexts, whether it’s a renter looking for reviews on Instagram or exploring nearby amenities on Snapchat.

Looking Ahead: A Multi-Platform Future

As search behavior continues to evolve, staying ahead requires a mindset shift. Think beyond Google to create a comprehensive presence across platforms. By optimizing for Instagram’s visual searches, Amazon’s utility-driven queries, and Snapchat’s ephemeral content, you’ll position your property to attract renters no matter where they search.

In a world where Google no longer owns search, the key to success lies in flexibility, creativity, and a willingness to meet your audience where they are — across every platform that matters.