AI and SEO: How AI is Changing Search Engine Optimization in CRE

Why Generative AI Is Reshaping CRE Visibility and What Marketers Must Do About It

By Walter Fitzgerald

* A note on the author: At 83 years old, Walter isn’t your typical copywriter—and that’s exactly why we love him. His offbeat take on blogging and colorful storytelling make him a standout voice at ATYPICAL. AI has been shaking things up for a while now. It’s driving cars, writing movie scripts, and if you believe some of the headlines, it’ll be running the world by next Tuesday.

But one of the biggest shifts in marketing—the one that’s going to hit commercial real estate marketing like a freight train—is what it’s doing to search.

Now, I’ve been around long enough to see plenty of technological revolutions. The internet. Smartphones. That one year everyone thought QR codes were the future (turns out they were just early). But AI isn’t just another shiny new tool—it’s changing how people find information altogether.

For decades, search engines worked the same way: you typed in what you needed, got a list of links, and clicked through to find your answer.

But now, AI is cutting out the middleman. Instead of sending people to websites, it’s giving them answers right there in the search results.

It’s like walking into a library and instead of being handed a book, the librarian just tells you what’s inside and sends you on your way.

And if that sounds like a problem for businesses that rely on search traffic—well, it is. If Google is answering questions before anyone even gets to your website, how do you still get found? How do you make sure your name isn’t buried under an AI-generated summary?

That’s what we’re getting into today. Because AI isn’t just changing search—it’s rewriting the rules of visibility. And if you don’t adapt, well… you know what happened to businesses that ignored the internet.

Let’s get into it. _____ How AI is Changing Search (And Why It Matters for CRE) For as long as the internet has been around, search engines have been the beating heart of discovery.

Need an office space? Know the latest retail trends? Learn how to attract tenants to a commercial property? (You can learn that here by the way) You’d type it into Google, scroll through the results, and click on the most relevant one.

Simple, predictable, and—if you knew what you were doing—easy enough to game in your favor.

But AI is flipping the script. Instead of showing a list of links and letting people decide where to click, AI-powered search is summarizing information right on the results page.

Google’s Search Generative Experience (SGE), Bing’s AI integration, and tools like ChatGPT and Perplexity are answering questions directly, without sending users to a single website.

For commercial real estate marketers, this is a big problem. If searchers are getting the information they need without clicking, your website traffic drops. If your listings, insights, and expertise aren’t making it into those AI-generated summaries, your brand becomes invisible.

Figure 1. An example of ChatGPT answering questions directly

And let’s not forget the way people are changing how they search entirely.

More and more, they’re skipping Google altogether and turning to AI tools for answers—whether it’s ChatGPT, DeepSeek, or PerplexityAI.

The days of predictable search rankings are fading fast, and if your marketing strategy still relies on the old way of doing things, you’re going to be left behind.

So, what’s the next move? If AI is reshaping search, how do you stay in the game?

Let’s break it down.

_____ The AI Disruption in CRE Search Engine Optimization (SEO)

For years, ranking on Google was a game of keywords, backlinks, and content optimization.

But now? AI-driven search is deciding what information gets shown, what sources it trusts, and whether users even need to click through to a website at all.

The biggest shift is AI-generated search overviews, which pull information from multiple sources and display it right at the top of the results page.

If you’ve searched for anything lately and noticed a neatly summarized answer instead of a list of links, you’ve seen this in action.

Figure 2. An example of Google’s Search Generative Experience (SGE)

This means that even if your website ranks well, it might not get the clicks it used to, because searchers are getting the information before they ever reach your site.

And then there’s the rise of entity-based rankings. Instead of just looking at keywords, search engines are starting to understand broader topics and connections.

They’re associating brands, locations, and concepts in ways that go beyond simple word matching. If Google doesn’t recognize your business as an authority in your niche, you could be left out of AI-generated results entirely, no matter how well-optimized your content is.

So, what does this mean for commercial real estate marketers? _____

What CRE Marketers Need to Do to Stay Visible

If AI search is changing how information is found, then CRE marketers need to change how they present it.

The old SEO playbook—stuffing keywords, chasing backlinks, and hoping for a spot on page one—isn’t enough anymore. AI isn’t just scanning pages, it’s pulling from sources it trusts to generate answers. If your brand isn’t seen as credible, you’re not getting included.

This is where Generative Engine Optimization (GEO) comes in. Instead of just optimizing for rankings, GEO is about making it easy for AI to understand, trust, and use your content.

How to Optimize Your Content for Generative Engine Optimization (GEO):

• Structure your content clearly – AI favors well-organized, easy-to-parse information ("Easy-to-parse information" = "Stuff AI can skim without breaking a sweat"). Use clear headings, bullet points where necessary, and logical formatting. If your content is a mess, AI won’t bother with it.

• Go deeper than surface-level answers – AI pulls from sources that provide valuable insights, not just quick definitions. Your content should offer real expertise, unique data, and industry context.

• Build authority across platforms – AI determines credibility based on how often and where your brand appears. Mentions in industry publications, engagement on social media, and strong backlinks help AI recognize you as a trusted source.

• Ensure your site is technically sound – Slow load speeds, poor mobile usability, and clunky navigation make it harder for AI (and users) to process your content. A fast, mobile-friendly site with structured data is essential.

At the end of the day, if AI doesn’t understand or trust your content, it won’t surface it. Marketers who adapt will stay visible. Those who don’t? Well, they’ll be wondering why their traffic keeps dropping.

Now, let’s talk about content. If AI is reshaping search, it’s also changing how we create and optimize what we publish.

_____ How to Write Content for AI Search (and What to Avoid)

Writing for AI-driven search isn’t about gaming the system—it’s about making your content easy for AI to understand and valuable enough for it to use.

AI search engines don’t just scan for keywords; they interpret meaning, summarize information, and pull insights from trusted sources. If your content isn’t structured to work with AI, it won’t be surfaced in AI overviews or tools like ChatGPT.

Write for AI without Losing Human Readability

AI may be doing the ranking, but humans are still the audience. Content that feels robotic or overly optimized won’t perform well.

The key is to:

• Write in natural, conversational language - AI is trained on human speech, so content that sounds forced or overly technical can be ignored.

• Keep sentences and paragraphs short and digestible - this helps both AI and human readers process information quickly.

• Format content logically with clear headings and subheadings - This makes it easier for AI to break down and reference.

Answer User Intent, Not Just Queries

AI search engines don’t just match words—they anticipate what the user actually wants. This means content needs to go beyond direct answers and provide real insights, explanations, and next steps.

For example, if someone searches “best office locations in Chicago,” they’re not just looking for a list of neighborhoods—they likely want comparisons, pricing trends, and factors to consider. AI will prioritize content that answers the why, not just the what.

To optimize for user intent:

• Think about why someone is searching, not just what they’re typing.

•  Address follow-up questions AI might generate (e.g., “What’s the average rent?” or “Which areas are best for startups?”). 

• Provide actionable insights, not just definitions—help the reader make a decision.

How AI Summarizes Content (and How to Make Yours Stand Out)

AI-generated search results pull information from multiple sources to create a single, synthesized answer. If your content isn’t structured in a way AI can extract value from, it won’t be included.

To increase the chances that AI uses your content:

• Include direct, clear answers to common questions in the first few sentences of a section.

• Follow up with supporting details, examples, and expert insights—this makes AI see your content as valuable and not just surface-level.

•  Use lists, bullet points, and concise takeaways—AI favors well-organized information that it can easily extract.

What to Avoid

• Thin, generic content – AI won’t pull from content that says the same thing as a hundred other pages. If your writing doesn’t add anything new, it won’t rank.

•  Overloading with keywords – AI search engines understand topics and entities, not just keywords. Cramming “office space in Chicago” into every sentence won’t help—context and relevance matter more.

•  Unstructured content – Long blocks of text with no clear sections are harder for AI (and people) to process. Make it skimmable, make it logical.

•  Fully AI-generated content without human editing – AI writing can sound robotic, repetitive, and sometimes outright wrong. Use AI as a tool, but always refine the content with human expertise.

Traditional SEO Still Matters

Optimizing for AI search is about taking things a step further, but traditional SEO practices still have their place.

Ranking in AI-generated search results starts with ranking well in standard search engines, which means factors like technical SEO, high-quality backlinks, and fast-loading websites still matter.

If you’re looking for a solid foundation in SEO, check out our Beginners' Guide to SEO.

_____ Can you use AI to Write Content (and Will Search Engines Catch it?)

AI can speed up content creation, generate ideas, and improve efficiency, but it can’t replace human expertise.

It lacks industry insight, creativity, and strategic thinking, so while AI can help draft content, relying on it completely leads to generic, uninspired writing that won’t rank well.

Will Search Engines Penalize AI Content?

Not necessarily, but they prioritize quality, credibility, and originality. AI-written content that lacks depth, proper structure, or unique insights won’t perform well.

Google evaluates content based on:

• Authority – Does it come from a trusted source?

• Readability – Is it well-structured and easy to follow?

• Originality – Does it add new insights, or just repeat what’s already out there?

How to Use AI Without Hurting SEO

• Use AI as an assistant, not a writer – Generate drafts, but refine with human insight.

• Fact-check everything – AI can pull outdated or incorrect data.

• Make it sound human – AI-generated text can feel robotic; always edit for tone and flow.

• Add real expertise – Include personal insights, case studies, or market data to make your content stand out.

AI is a helpful tool, but it’s not a substitute for strong, strategic content. The best results come from blending AI’s efficiency with human expertise. _____ How AI Search is Changing Search Advertising[Jd1] 

 [Jd1]@Dylan Joub

Let’s clear something up right away: AI isn’t killing paid search. But it is changing how it works, and how we need to use it.

AI-generated answers are now showing up right at the top of search results. That means your ads are sometimes pushed further down the page.

And if people find what they need in those AI summaries, they may not scroll far enough to even see your ad.

Plus, tools like ChatGPT and Perplexity are growing fast, and those platforms don’t run traditional search ads at all.

So yes, clicks are harder to get. And yes, ads cost a bit more. But that doesn’t mean you should stop running them. It just means it’s time to be smarter about how you do it.

The Numbers Tell the Story

According to our 2025 Commercial Real Estate Digital Advertising Benchmarks Report, here’s what we’re seeing in the numbers:

1. Fewer People Are Clicking on Ads

   Average click-through rates (CTR) for owner-operator and brokerage ads dropped from 11.91% in 2024 to 8.46% in 2025.

   People are still clicking, but only when they really need what you’re offering.

   
   

2. Clicks Are Getting Pricier

   The average cost per click (CPC) went up by $0.32. With fewer clicks to go around, more businesses are fighting for them.

   But the value of a good click is still high, especially when it leads to a solid lead.

   
   

3. Conversions Cost More Too

   The cost to get someone to take action (like filling in a form) has gone up by $6. That’s why your ads and landing pages need to work together to make every click count.

   
   

So What Should CRE Marketers Do?

This doesn’t mean paid search is a waste. Far from it. It means we have to think more carefully.

People are still searching. They still need office space. They still want answers. You just have to meet them with content (and ads) that are clear, relevant, and easy to trust.

What works best, more than ever, is a full digital strategy:

• Smart, AI-friendly content that shows up in search results

• Paid search ads that target the right audience

• Landing pages that actually convert

Paid search still has a big role to play, it just needs a more focused approach.

_____

Walter’s Final Thoughts

AI isn’t just another tool in the box; it’s changing the way people find answers, make decisions, and interact with brands.

But here’s the thing: that’s not something to be afraid of. It’s an opportunity.

It’s a chance to step up, to create better content, smarter strategies, and stronger connections with the people you’re trying to reach. AI is raising the bar, but it’s also opening new doors—for those willing to walk through them.

The rules might be changing, but the goal is still the same: get found, be useful, and stay relevant.

Adapt, experiment, and keep showing up.

If you want to get a clearer picture of where digital advertising in CRE stands right now, check out our 2025 Commercial Real Estate Digital Advertising Benchmarks Report.

[Download it Here]

It’s packed with industry data on search ads, Google performance, and other key digital channels—so you know exactly what numbers to aim for and how your strategy stacks up.

As always,

Stay ATYPICAL 😊