Search terms in apartment marketing: Everything you need to know & quick definitions  

Search is constantly evolving. From Google algorithm updates to new optimization strategies, there’s a lot to keep up with. And several terms you need to know as an apartment marketer.

We recognize that’s easier said than done, though. That’s where we come in! We’re here to guide you through the shifting world of search marketing and terms to get familiar with.

So, here’s a short list of search terms in apartment marketing paired with definitions. The list came straight from our agency experts (we’re biased, but it’s great and easy to follow).

P.S. If you’d like more descriptions, updates and tips relevant to each term, there are links throughout this article for you.

Happy learning!

Familiar search terms

Most digital marketers aren’t strangers to terms like “SEO.” But what’s a terms-to-know article if it doesn’t include everything — even the (potentially) familiar terms?  

In that spirit, let’s get into search terms that aren’t necessarily new, but remain as important as ever.

SEO

Search engine optimization (SEO): Refining and optimizing website content to rank higher in organic search engine results. The goal is to increase visibility and drive qualified traffic.

Want to dive a little deeper? Our SEO Q&A is the place for you.

Multifamily SEO: Your questions, answered!

SEM

Search engine marketing (SEM): A broader strategy that includes both SEO and paid advertising — like Google Ads — to increase visibility in search results.

The SEM universe covers a lot, which you can learn about here: Search engine marketing (SEM) glossary for property marketing

PPC

Pay-per-click (PPC): A model of internet advertising where you pay a fee each time your ad is clicked. The Google Ads platform is commonly used to create PPC campaigns. 

See the latest PPC tactics for multifamily. Spoiler: AI is involved.  

SERP

Search engine results page (SERP): The page displayed by a search engine, like Google or Bing, in response to a user’s query. It includes organic results, ads,  rich snippets and AI overviews.

Lots of things affect what’s displayed on the SERP and what gets ranked highly. Find out how ongoing SEO can help you.

ZCS

Zero-click search (ZCS): When users get the answer to their query directly on the SERP, such as via Google’s featured snippets or AI overviews. In other words, when users don’t click through to a website to get information.

This is especially relevant now in the AI-era of search. Learn more about preparing your website for new search habits.

VSO

Voice search optimization (VSO): Making content discoverable and usable for voice assistants such as Alexa, Siri and Google Assistant. Considerations include using natural language, FAQs and structuring content for featured snippets.

The article we mentioned above (preparing your website for new search habits) talks through voice search in detail.

Newer search terms

What about search terms that debuted more recently? We’ve got you!

AI is shaping how today’s renters search, and there are multiple AI-focused terms you should know and understand.  

GEO

Generative engine optimization (GEO): Optimizing content to be ranked highly by generative AI and AI-powered search engines. This includes ChatGPT, Perplexity and Google’s AI overviews. You can think of GEO as SEO for AI search engines.

Get a closer look at generative engines, plus six GEO tips for every apartment marketer. 

SGE

Search generative experience (SGE): Google’s AI-powered search experience that uses generative AI to summarize information and answer queries directly on the SERP.

Wondering exactly what this means for apartment searches? See below.

Google SGE: What is it & how will it impact apartment searches?

AEO

Answer engine optimization (AEO): Optimizing content to be featured as direct answers in AI engines, such as through SGE. Think featured snippets, knowledge panels and voice search results. It’s sort of like GEO’s less imaginative cousin.    

Find a quick breakdown of AEO here, including how it differs from SEO and GEO.

AIO

Artificial intelligence optimization (AIO): Describes all optimization efforts for AI-driven search experiences. This includes generative search, AI-powered recommendation engines, AEO and voice search.

Want to learn the basics of AI-driven search? It’s all here: AI and the (rapidly evolving) state of apartment search

LLM

Large language model (LLM): A type of AI that’s trained on large amounts of data. LLMs power engines like ChatGPT and Claude. They’re central to the shift from keyword-based search to intent-based and conversational search, making them a key player in AIO and AEO strategies.

Head here for a short explanation on how generative engines use LLMs. The article has other search topics to keep in mind, too.

We’re here to help

Have questions about search terms for apartment marketing? Reach out to us! We’ll walk you through any terms or topics you’re curious about.

And just in case you’re not familiar with our agency: We specialize in SEO services, PPC campaigns, website design and everything in-between. We can help you navigate the evolving search landscape and market your communities accordingly.

Check out our library of resources to get a better idea of what we do.