In this episode of Riffing with Reid, Reid Wicoff sits down with Digible’s SEO duo, Rachel Jackson and Tammy Smith, to talk about what is actually happening in search right now. If you feel like SEO changes every time Google has an identity crisis, you are not alone. Rachel and Tammy break down what still matters, what has changed, and why AI is shaking things up in the best and strangest ways.
What Has Not Changed About Multifamily SEO
Even with AI taking over search results, the core ingredients of multifamily SEO have not gone anywhere. You still need a healthy website, clear metadata, and content that a human could actually read without falling asleep.
SEO still relies on:
- Technical site health
- Clear metadata
- Authoritative, readable content
- Backlinks and citations
- An optimized Google Business Profile
You cannot fix a weak foundation with AI. Google will always know.
How Search Behavior Is Evolving With AI
Renters are no longer typing choppy phrases like apartments near me. They are asking questions the way they would ask a friend, and AI is stitching together answers on the fly. This is where Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO) come in.
Instead of ranking for one keyword, properties need to show up in the answers AI generates. The good news is that these answers are often pulled from property websites and Google Business Profiles, not just big listing sites.
Rachel says “People are asking more questions, and AI is finding the quickest, clearest answer it can.”
For a deeper look at how GEO is reshaping multifamily search results, explore our article on Understanding AI and Generative Engine Optimization for Multifamily Marketing.
Why Content Matters More Than Ever
Rachel and Tammy agree that most property websites simply do not have enough content to support either classic SEO or generative search. Templates cannot answer specific renter questions and AI cannot summarize what is not there.
Properties need clear, useful content that covers the basics and the details. This includes well written frequently asked questions (FAQs), amenity descriptions that go beyond buzzwords, neighborhood and lifestyle insights, and transparent pet policy information.
It also helps to include structured data like schema markup so search engines and AI models can easily understand what the page is about.
If your website cannot answer renter questions, Google has no reason to show it.
Where Video and Social Content Fit In
Video is becoming a major player. Renters want to see the space, the neighborhood, and the experience. Short form clips, YouTube videos, and even social content help AI surface your property across multiple platforms. None of this replaces content, but it strengthens the signals around it.
Using AI Without Hurting Your SEO
AI is a great assistant, but a terrible editor. It can help with ideas and drafts, but it often produces confident nonsense.
“AI helps with content, but humans make sure the content actually works.”
The safest path is human reviewed content supported by AI.
The Multifamily SEO Bottom Line
SEO is evolving quickly, but the opportunity for multifamily has never been bigger. AI driven search gives property websites more chances to appear, but only if the content is clear, helpful, and structured.
The properties that win are the ones that answer questions, show real value, and give Google something worth ranking.
Explore the Full Riffing with Reid Conversation
This recap covers only a slice of what Reid, Rachel and Tammy dig into. If you want the deeper insights, real examples, and even hotter SEO takes, check out the full Riffing with Reid episode on Apple Podcasts or YouTube:
Keep following Riffing with Reid for more sharp, candid perspectives on where multifamily marketing is heading next.an help you capture more qualified leads through strategic SEO.
