Marketing in the Age of AI Summaries
- 31 January 2025
The last time you searched for something on Google or Bing, you may have noticed an AI-generated summary at the top of the results. AI-driven search is quickly becoming the new norm, influencing how people find and consume information.
Tech companies Google, Open AI, Perplexity, and Microsoft (and soon Meta) have all released AI search capabilities in the past year. A study conducted by Botify and DemandSphere found that Google AI Overviews now appear in 47% of search results. As more search engines adopt AI summaries, marketers must rethink their approach to maintaining visibility online. In this blog, we’ll explain what this shift means for multifamily marketers and how you can maintain your presence in search engines by improving your chances of ranking in AI summaries.
Understand How AI Summaries Work
AI-driven summaries, whether generated by Chat GPT, Google’s Search Generative Experience (SGE), or Bing’s AI features, rely heavily on accurate, structured, and contextually rich content to pull their answers.
Algorithms driving these summaries pull information from sources they perceive as authoritative and relevant. This means your website, online profiles, and digital content need to:
- Use natural, conversational language.
- Answer frequently asked questions clearly and concisely.
- Have domain authority among search engines.
For multifamily and senior living marketers, this could mean providing clear written answers about amenities, pricing, or lifestyle benefits across your website and online profiles, establishing back-links to your site to build authority, and ensuring your keyword strategy matches the way future renters will ask AI solutions questions.
Leverage Local SEO for Better Visibility
For multifamily and senior living communities, being visible in localized searches is crucial. AI summaries often prioritize localized information which is a benefit to communities trying to outrank internet listing services.
To increase your local visibility in AI search results, try the following:
- Optimize Google Business Profile and Bing Places listings with accurate details. Post to these pages regularly to increase visibility and engagement. We’ve seen multifamily clients experience a 243% increase in search engine views when they implement daily and weekly Google Business profile posting.
- Use location-specific keywords like “senior apartments in Dallas” or “pet-friendly apartments in Seattle” across your website.
By maintaining active and up-to-date local business profiles and optimizing your website for location keywords, you can improve your chances of showing up when prospective renters search for an apartment in your area.
Optimize Content for AI Consumption
AI relies on structured, keyword-rich content. The more similarly you structure your webpage content to the way AI summaries appear, the better your chances of being picked up in these results. Follow these tips when writing digital content.
- Write in question-and-answer formats to align with AI’s conversational style. One way to do this is to consider adding an FAQ page to your website that addresses questions that a searcher may ask an AI solution. Pay attention to how Google, Bing, and Chat GPT structure their replies, follow this structure when creating your answer content.
- Include industry-specific keywords such as “assisted living,” “luxury apartments,” or “lease-up community” within your website to increase your chances of appearing in search queries that include these terms.
Think about how users of generative AI content like Chat GPT engage with the platform. The exchange is more conversational and question-based. A prospective renter may be likely to type “apartments near me” in a typical Google search query, and for now, those kinds of results tend to favor Google Business Profiles and paid and organic search listings.
In a platform like Chat GPT, they may be asking a more complete question and seeking out an answer that requires the application to do some mental legwork. A searcher looking for an AI response may ask something like, “Give me a list of apartments near me that have the best reviews” or “Which apartments near me allow dogs?”. By structuring your content to address both ways of searching, you can position your brand to show up for multiple types of queries.
Focus on Trust and Authority
AI prioritizes credible sources. It uses many signals to assess your domain authority and overall brand importance. To improve in this area, you’ll want to take the time to ensure you have an offsite SEO strategy running. You can do this by:
- Earning backlinks from trusted multifamily and senior living websites or news outlets.
- Be active on social media. Update your social media profiles regularly to increase your digital footprint and work on getting other social media users to link to your profile or post about you to strengthen the signals you provide search engines.
- Encourage residents to leave reviews. AI algorithms often summarize user-generated content from platforms like Google Reviews.
All of these strategies can help signal to search engines that your content is trustworthy and that you are an established brand within your market.
Stay Ahead of AI Search Trends
As AI continues to shape how search engines operate, it’s critical for multifamily and senior living marketers to adapt their strategies. By focusing on localized content, user intent, and online authority, you can maintain and even enhance your visibility in this new era of AI-driven search.
Interested in working with a partner that can help you increase your search engine authority with Offsite SEO and maintain your Google Business Profiles? Schedule a call to learn more about Conversion Logix’s search engine optimization services.
