With the 2024 August Core Update and the launch of Google’s new AI tool, Gemini, the landscape of SEO is undergoing significant changes – including in the real estate industry. 

Google’s continued emphasis on valuable, unique content means that sites offering generic or low-value information will find it increasingly difficult to rank well. For industries like real estate, this underscores the importance of creating hyper-local, original content, such as detailed market reports, in-depth property analyses, and localized insights. As real estate professionals, you have a natural advantage in these areas because you work with data and expertise that can’t easily be replicated through AI. 

One of the most pressing challenges in this new landscape is the shrinking visibility on search engine results pages (SERPs). With new SERP features taking up more space, such as featured snippets and People Also Ask sections, organic links are being pushed further down the page. Now add Gemini into the mix. 

What is Google’s Gemini Tool? 

Gemini is Google’s advanced AI tool, which aims to provide users with comprehensive answers right at the top of the SERP. As a result, many users may no longer feel the need to click through to a site if Gemini delivers the information they’re looking for upfront. This creates a new dynamic where even ranking for high-value keywords may not increase clicks or visitor engagement.

So, how can we adapt to these changes and protect our hard-earned real estate SEO efforts in this evolving environment?

1. Focus on Authoritative Content

Google’s algorithm updates are designed to favor content that is unique, specific, and authoritative. Generic blog posts or surface-level information won’t cut it anymore. Businesses, especially in niche industries like real estate, should double down on in-depth content that demonstrates expertise. For example:

• Create detailed market reports with frequently updated analysis.
• Provide hyper-local content that addresses specific neighborhoods or regions.
• Offer exclusive insights, such as trends drawn from data or professional experience.

This level of content not only helps with ranking but also positions your website as a go-to resource for people who want more than just a quick answer.

2. Optimize for Google’s AI Tool (Gemini)

Even though Gemini’s AI answers might reduce clicks, there’s still value in having your content featured! Users may seek deeper information or related insights by visiting your website. To increase your chances of being included in Gemini’s responses:

• Use structured data to clearly mark up your content and make it easier for Google to understand.
• Answer common questions directly in your content to improve the likelihood of being featured in AI-generated answers.
• Include clear, value-added calls to action (CTAs) within your content to encourage users to visit your site for additional resources or tools.

3. Boost Engagement Metrics

Google measures user engagement as a signal of content quality. To improve metrics like time-on-site, engagement rate, and click-through rates:

• Use compelling headlines and meta descriptions to encourage clicks.
• Incorporate multimedia such as videos, infographics, and images to make your content more engaging.
• Include internal links to guide users to additional related content on your site.

4. Leverage Local SEO for Real Estate

We’ve been saying this for years: local SEO is critical for real estate. Ensure your Google Business Profile is optimized with up-to-date information, and focus on ranking for local keywords that tie back to your expertise. These searches are often less impacted by the dominance of AI tools and broad SERP features.

5. Build a Strong Brand Presence

As search platforms evolve, building brand trust is becoming more essential. When people trust your expertise and the value you provide, they’re more likely to visit your website directly, recommend your real estate business to others, or choose your content over competitors in search results. Establishing this trust boosts your visibility and strengthens long-term loyalty and engagement with your audience.

Want to work with a partner who stays up to date on Google’s latest changes to help you stay ahead of the competition? Reach out to us today to get started!