Google SGE, launched in May 2023, brought a major change to the search engine. Powered by generative AI, SGE reshapes our approach to SEO, especially in real estate. Many people have been feeling these changes lately. Let’s find out what this means for real estate professionals and how to optimize your digital strategy.
What is Google’s SGE?
SGE is designed to provide more context and immediate answers to user queries. It allows users to ask new types of questions and receive AI-generated snapshots on top of search results. For example, if someone searches for a home with a kitchen that has specific features, SGE can provide a snapshot by comparing different properties based on the kitchen features.
This technology also introduces a new vertical experience, which includes detailed product overviews, descriptions, reviews, and prices. Google ensures that the information displayed is reliable and current, which can significantly impact real estate SEO strategies.
How SGE Affects Real Estate SEO
Google’s Search Generative Experience (SGE) is changing real estate SEO. It improves and enhances user experience Accuracy of property information in search results. Let’s look at how these changes affect real estate professionals.
Enhanced User Experience
SGE’s AI-powered snapshots and vertical experiences can provide a more detailed and comprehensive overview of a property. This feature has the potential to increase user engagement by providing valuable information quickly, helping users make faster decisions.
Improved information accuracy
Google’s emphasis on quality and accuracy means more reliable and up-to-date property information in search results. This can increase the credibility of real estate listings and build trust among potential buyers or renters.
Potential Challenges of SGE
SGE offers many benefits, but it also poses challenges. Chief among these are a potential reduction in website traffic and the impact on monetization strategies. Let’s examine these challenges in more detail.
Decrease in website traffic
One of the major challenges presented by SGE is the potential reduction in organic and paid traffic to branded real estate websites. With AI-generated snapshots appearing at the top of search results, traditional website links may be pushed further down. This could result in fewer leads for real estate agents and brokers.
Monetization and revenue streams
SGE’s vertical experience may bypass traditional property review websites and affiliate links, which could impact revenue streams. With property information, reviews, and prices readily available in search results, users may be less inclined to visit real estate websites, which could impact advertising revenue and affiliate marketing.
Optimizing your SEO strategy for Google SGE
To stay competitive with Google’s SGE, real estate professionals need to adjust their SEO strategies. Focusing on high-quality content, optimizing for snippets, leveraging structured data, and building a strong brand presence are important steps. Let’s look at these strategies in more detail.
Focus on high-quality content
It’s more important than ever to create specific, authoritative content that’s relevant to buyers and sellers. High-quality content with in-depth information or unique insights about a property or neighborhood can still attract users who want to explore further.
Optimize for featured snippets
Since SGE uses snippets of information to provide quick answers, it is essential to structure the content to directly answer common user questions. Use headings, lists, and concise paragraphs to make it easier for search engines to display your content.
Take advantage of structured data
Implementing structured data markup (Schema.org) on your website can help search engines understand and present your content more effectively. This can improve your chances of showing up in AI-generated snapshots.
Build a strong brand presence
Strengthening your brand presence across multiple platforms can keep you competitive. Connect with buyers and sellers using a variety of approaches, including social media tools like YouTube Shorts, Instagram Stories, and TikTok. Consistently delivering your brand message across these channels can help maintain visibility.
Monitor and optimise
Track website analytics regularly and adapt your strategy as needed. By keeping track of changes in website performance, you can adjust your approach to stay competitive in the constantly evolving digital landscape.
Google SGE Bottom Line
Google’s SGE presents both opportunities and challenges for the real estate industry. While it provides users with a convenient way to view properties and find reliable information, it also poses risks of decreased website traffic and limited control over content. By focusing on high-quality content, optimizing for featured snippets, leveraging structured data, and building a strong brand presence, real estate professionals can adapt and succeed in the age of AI-driven search.
Remember, SEO is constantly evolving, and staying ahead of the curve will ensure your continued success in the digital marketplace.
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