For years, SEO strategy in multifamily has basically meant one thing: keywords. Every marketing meeting has the same moment. Someone asks, “Why aren’t we ranking for Littleton apartments?” And the answer is always the same: because Zillow and Apartments.com exist.

Here’s the harsh reality: if your entire SEO game plan is built around trying to win short-tail, high-volume searches, you’re setting yourself up for disappointment. Those ILS giants have massive domain authority, thousands of pages, and way deeper pockets. Unfortunately, your four-page property site isn’t going to outrank their 6,723-page empire.

But that doesn’t mean you shouldn’t invest in SEO. Far from it. It just means it’s time to stop obsessing over rank and start getting smarter about how and where you show up.

Brand First, Keywords Second

Keywords still matter and they always will. But in multifamily, your branded searches are where the money’s at. “Reid’s Apartments” or “Bailey Flats Denver” should be showing up all over the place, in your knowledge panel, on your Google Business Profile (GBP), and obviously on your site.

When it comes to those high-volume, non-branded terms like pet-friendly Englewood apartments, they’re still worth targeting. Just don’t lose sleep over where you land on the traditional results page. 

You might not beat the big guys there, but you can absolutely win in local searches like Google Maps, Apple Maps, or GBP listings. That’s where renters are actually making decisions, and that’s where smaller websites have a real shot.

Generative AI Is Changing the Game (But Don’t Panic)

Yes, AI is shaking things up. Tools like ChatGPT and Claude are changing how people search. Younger renters are already skipping Google altogether and heading straight to AI to ask things like:

“Find me a pet-friendly apartment in Denver under $2,000 with a coworking space.”

It’s not a futuristic idea. It’s happening right now. But here’s the thing: you don’t need to blow up your entire SEO strategy to deal with it. 

If you’re already doing SEO right, creating relevant content, optimizing metadata and image tags, and answering actual renter questions, you’re already preparing for an AI-first future. Generative search still relies on solid, high-quality content. That part hasn’t changed one bit.

If you want to dig deeper, read our other articles on How Digible’s SEO Strategy Helps You Succeed in the Age of AI Overviews and GEO SEO Website Updates & Content Review Checklist.

The New SEO Superpower: Answer Real Questions

If you only remember one thing from this post, make it this: answer the questions renters are actually asking.

Skip the vague fluff about “luxurious lounge spaces” and get specific. For example:

  • This lounge is designed for remote workers and is perfect for Zoom calls and afternoon brainstorms.
  • Our dog park gives your pup the space to run off their energy after work.

Better yet, build an FAQ section right into your site. Think about the questions you get over and over:  pet policies, parking, kayak rentals (yes, really), and answer them clearly and directly. That kind of content not only boosts SEO and makes AI tools pay attention, it also helps people decide if they want to live at your property.

Use the Goldmine You Already Have

Here’s the best part: you already have everything you need to make your SEO strategy stronger.

Between AI-powered leasing transcripts, social media conversations, and resident messages, you’re sitting on a mountain of renter insights. Dig through those insights for content ideas. 

If people keep asking about package lockers or coworking space availability, that’s a neon sign pointing to content you should be creating. And it’s exactly the kind of hyper-specific detail that AI tools and real people love.

Quality Over Quantity, Always

Stop creating content just to hit a word count. No one cares about how many words you write. Google doesn’t. ChatGPT doesn’t. And your future residents definitely don’t.

Focus on quality, relevance, and specificity. Write content that educates, informs, and actually answers the questions people are asking. Build pages that AI tools want to pull from and that renters trust.

Do that, and it won’t matter if you’re not sitting pretty in the #1 spot for Littleton apartments, because you’ll already be winning where it counts.

TL;DR: Stop trying to outrank Zillow. Start answering renter questions. SEO is evolving.

Listen to the Full Conversation

This post is just a snapshot of our conversation with Bailey Trevithick on Digible Dudes: Riffing with Reid. To dive deeper into SEO, catch the full episode on:

🎧 Spotify | 🎧 Apple Podcasts | ▶️ YouTube

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