Understanding Generative Engine Optimization (GEO) for Multifamily Marketing
Over the next year, you’ll hear a ton more about Generative Engine Optimization (GEO)—what many people are calling the next evolution of SEO.
If you’re not familiar with it yet, don’t worry. Today, I’ll break it down and explain what it is and how it impacts multifamily properties.
Generative Engine Optimization (GEO) is the next step in search optimization, designed to make content more accessible to AI-driven search engines like ChatGPT, Gemini, and Perplexity.ai. Unlike traditional SEO, which focuses on ranking property websites in Google, GEO ensures content is structured to appear in AI-generated search responses.
AI search engines don’t just provide links—they generate direct, conversational answers by pulling insights from multiple sources. As AI-driven search continues to reshape how users find information, optimizing for GEO will be essential for maintaining visibility in this evolving digital landscape.
For example, our Resident360 website has FAQ pages that are starting to appear in Google’s AI Overviews. While this doesn’t necessarily translate into direct traffic, it does increase brand visibility in AI-generated results.
Why GEO Matters
AI-driven search is changing how users discover information. Instead of listing websites, AI search engines generate responses by pulling data from multiple sources. This means traditional SEO tactics alone may not be enough to stay visible.
GEO helps content remain relevant and authoritative by structuring it for AI processing. Even websites with lower traditional rankings can gain exposure by optimizing for AI-generated search results, creating new opportunities to compete in an evolving search landscape.
How GEO Differs from Traditional SEO
Final Thoughts on GEO
We’re still in the early days of GEO. Right now, AI Overviews are showing up for almost every question I ask on Google. But it’s unclear if that will actually drive more direct traffic to the websites providing the answers.
I wouldn’t recommend overhauling your entire SEO strategy just yet. Instead, start by making a list of all the possible questions a potential renter might ask when searching for a place to live. Think of everything they might type into a search engine. Then, work those questions and answers naturally into your existing website pages. This is a crucial first step in setting yourself up for success.
The big question is: If AI Overviews pull information from a property’s website, will that lead to meaningful traffic? It’s too soon to say, but staying ahead of the game with well-structured, authoritative, and conversational content will be key. If you need additional help with SEO, check out our Multifamily SEO Management page.
Written by Josh Grillo
Josh Grillo is a #1 Best Selling Author, Speaker and Co-Founder of Resident360.
