From SEO to GEO: Preparing Real Estate Businesses for Google’s Search Generative Experience in 2025
The real estate industry (like many industries) is entering a pivotal phase, transitioning from traditional SEO-driven strategies to the more dynamic and user-centric Generative Experience Optimisation (GEO). As digital experiences evolve, Google’s Search Generative Experience (SGE) is leading this transformation, offering a glimpse into a future where search is conversational, personalised, and actionable.
What is Generative Experience Optimisation?
GEO prioritises creating interactive and tailored experiences with search queries. Unlike Search Engine Optimisation (SEO), which ranks content for visibility, GEO combines generative AI and real-time data to deliver precise, context-rich responses. For example:
Instead of presenting a list of real estate agents in Auckland, GEO systems recommend top-rated agents for luxury or rural properties, backed by customer reviews and sales data.
GEO doesn’t stop at discoverability; it curates actionable insights based on user intent.
Google’s Search Generative Experience: A Real-World Application of GEO
Google’s Search Generative Experience (SGE) exemplifies GEO in action, reshaping traditional search. SGE synthesises information from multiple sources to deliver complete answers directly in the search interface. This reduces the need for users to sift through links, making interactions more fluid and engaging.
However, this shift won’t happen overnight. SEO and search advertising are fundamental to Google’s revenue. In 2023, Google generated approximately $175 billion in revenue from search engine advertising, representing about 73.6% of Alphabet’s total advertising revenue for that year. While SGE introduces groundbreaking changes, Google is cautiously balancing its rollout to maintain its financial model while adapting to user demand for richer, more conversational experiences.
While SGE is not widely available, we are already seeing the rise of GEO with tools like Perplexity AI and ChatGPT Search. These tools are already leveraging generative AI to curate tailored content for search queries today. We show these tools in action below.
GEO and SGE in Real Estate: Transforming the Search Experience
The principles of GEO—and Google’s SGE—are poised to revolutionise real estate search. Here’s how:
Personalised Property Searches: A query like “What are the best family-friendly suburbs in Auckland with three-bedroom homes under $1.2 million?” could yield a detailed response highlighting neighbourhoods like Takapuna or Hobsonville Point, complete with pricing trends and school ratings.
Agent Insights: Asking, “Who’s the best agent for luxury homes in Ponsonby?” might generate agent profiles enriched with testimonials, sales data, and notable achievements.
Real-Time Market Trends: Sellers querying, “Is it a good time to sell in Manurewa?” could receive tailored advice drawn from current market conditions and historical trends.
Bridging SEO and GEO in 2025
The transition from SEO to GEO is already underway, and real estate professionals must adapt. Here’s how:
Maximise SEO Today: SEO remains essential for visibility in traditional search environments. Content optimised for keywords, links, and metadata ensures continued traffic while SGE adoption grows.
Prepare for GEO: To remain competitive, businesses should start aligning their strategies with GEO principles. This means creating content optimised for generative AI systems—rich in detail, interactive, and user-focused.
Preparing for the GEO Era: Actionable Steps for Businesses
To prepare for the future of digital engagement, real estate professionals should focus on:
Content Quality and Detail: Listings must include comprehensive details such as virtual tours, live pricing updates, and neighbourhood insights.
Personalisation: Build rich agent profiles with testimonials, performance data, and market expertise to stand out in GEO systems.
Monitoring Trends: Stay informed about developments in generative AI and Google’s SGE to adjust strategies proactively.
Expanding Digital Footprints: Use blogs, social media, and client reviews to create a robust digital presence that GEO platforms can leverage.
The Path to Better User Experiences
The shift from SEO to GEO is inevitable, and the time to prepare is now. By adopting GEO strategies alongside SEO, real estate businesses can thrive in the transformative landscape of 2025 and beyond. Google’s SGE offers a glimpse into this future, where search is no longer about clicking links but engaging in meaningful, personalised dialogues. Those who act now to bridge the gap will lead the way in redefining how real estate clients search, discover, and connect.
