Forget SEO. Jeff Lobb says agents need to win at AI search now
Google's shift to AI-driven search is already costing real estate agents referrals they'll never know they lost. Jeff Lobb explains AEO and how to fix it.
The real estate industry is facing a new challenge with Google's shift to AI-driven search, and it's essential for agents to adapt quickly. According to Jeff Lobb, this change is already impacting agents' referrals, often without them even realizing it. The key concept here is AEO, or Answer Engine Optimization, which is becoming increasingly important as AI-driven search gains prominence.
In the past, agents focused on SEO, or Search Engine Optimization, to improve their online visibility. However, with AI-driven search, the game has changed. AEO is about optimizing content to provide direct answers to users' queries, rather than just trying to rank high in search engine results. For real estate agents, this means they need to adjust their online strategy to provide valuable, relevant, and concise information that AI algorithms can pick up and present to users.
As the industry continues to evolve, it's crucial for agents to understand the importance of AEO and how to implement it effectively. To watch next, agents should focus on creating high-quality, informative content that addresses specific questions and concerns of homebuyers and sellers. They should also keep an eye on how AI-driven search continues to shape the real estate landscape and be prepared to adjust their strategies accordingly. By doing so, agents can stay ahead of the curve and ensure they don't lose referrals to more tech-savvy competitors.
Originally reported by inman.com. LotNews adds analysis for real estate & property readers.