The leaked internal documents exposed over 14,000 ranking attributes used by Google’s algorithms, offering an unprecedented look at how Google operates, and how it is evolving.

In particular, the Google Leaks shed light on how Google’s search algorithms are evolving, with a strong emphasis on AI-driven content, E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness), and the role of human oversight in content creation.
Whether you’re a developer, an agent, an investor or an asset manager, potential tenants, purchasers, clients and partners are most likely searching for properties and services online, and the Google Leaks reveal important strategies for property professionals looking to stay competitive in an AI-driven digital landscape.

Here’s what you need to know about SEO, AIO, and how to succeed with these new insights.

1. SEO: the foundation of online visibility

Let’s start with the basics. SEO is all about making sure that your website and content are easily discoverable by search engines like Google. It helps you rank higher for search terms potential clients are using when they’re looking for properties or property services. But it’s no longer just about keywords and backlinks—quality and trustworthiness are key.

E-E-A-T and its impact on SEO

Following the revelations in the Google Leaks, it’s clear that E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) is a central factor in ranking algorithms and that Google now prioritises websites that demonstrate these qualities, especially for industries like property, where expertise and trust are critical.

Top Tip: Property professionals should demonstrate their expertise by publishing content that shows hands-on experience and credible knowledge – such as market reports, updates and data.

Keywords still matter, but intent is key

While keywords are still important, Google’s algorithms are becoming increasingly context aware. As a result, focusing on intent-based keywords rather than just keyword volume is crucial. For example, instead of using generic phrases like “commercial property,” use more specific, intent-driven queries like “industrial property investment opportunities in the South East”, or “Modern office space in central Birmingham”.

High-quality content and expertise matter more

As AI-generated content becomes more prevalent, one of the key revelations from the Google Leaks is that human oversight is critical. While AI can assist with generating content, Google’s algorithms heavily favour content that demonstrates authoritative human input and is reviewed or edited by experts.

Top Tip: Use AI tools to assist with content creation but ensure every piece of content is reviewed and edited by a qualified human who understands the commercial property market. This will help boost both quality and credibility in Google’s eyes.

2. AIO: the future of digital marketing

While SEO helps you get found in traditional searches, AIO is about getting found in AI-powered platforms—think voice search, chatbots, and predictive analytics. These tools are becoming more common, and property professionals need to adapt, especially with Google increasingly incorporating AI-driven recommendations in search results.

Optimising for AI-powered search

Voice search is on the rise, and conversational queries are reshaping how people search. Google’s algorithms are tuned to natural language processing (NLP), so property professionals need to make sure their content is optimised for these types of searches. Creating FAQ pages that answer questions in a conversational tone will help capture traffic from these AI-driven queries.

Top Tip: Individuals outside the property market may not be familiar with industry jargon. Try not to use it!

AI-driven content: balance automation and human input

Google’s AI updates (as revealed in the Google Leaks) highlight that AI-generated content alone won’t rank well unless it’s paired with human oversight. Google can now detect AI-driven content that lacks originality or depth, meaning businesses that rely solely on automated content creation will likely see drops in rankings.

Top Tip: Use AI tools to assist with content generation, but make sure all output is reviewed by experts in your field to ensure the content aligns with Google’s E-E-A-T standards. This balance of AI efficiency and human authority will help your content perform better.

3. SEO and AIO working together

The future of online visibility lies in combining SEO and AIO strategies with a strong emphasis on human oversight and E-E-A-T principles. While SEO ensures that your content and website rank well on traditional search engines, AIO helps you tap into AI-driven technologies. Together, these strategies ensure you’re not only present in search results but that your content is seen as credible, relevant, and trustworthy.

Summary

In the era of AI, property professionals need to embrace both SEO and AIO while ensuring they adhere to E-E-A-T principles. By combining these strategies and maintaining a balance between AI-driven optimisation and human expertise, you can enhance your online visibility, drive more leads, and position yourself as a leader in the property market.

Want to learn more about how SEO, AIO, and E-E-A-T can work together for your business? Contact us today.