1. The evolving role of SEO in the AI era

In 2025, SEO for property businesses is about more than just ranking property listings. It’s about ensuring your assets and services are positioned to meet applicant and client needs across multiple platforms, from traditional search engines like Google to AI-powered property bots and virtual reality experiences. AI’s influence has extended beyond assisting with search algorithms to shaping how marketing, branding, and creative functions operate in the commercial property sector.

As agents, developers, and asset managers adapt to AI-driven search, embedding SEO teams deeper within marketing and branding efforts is essential to maximize visibility and market engagement.

2. Decoding changing search behaviour in 2025

Search behaviour has evolved dramatically, moving from simple keyword queries to complex, multi-step journeys. Today’s users interact with search engines in natural, conversational ways, often using voice commands, images, and video to explore options.

Key shifts to watch:

• Conversational queries: Potential tenants and investors now expect search engines to understand intent rather than just words. For instance, a query like “modern office space with flexible lease terms near Manchester Piccadilly” is increasingly common.
• Cross-device behaviour: Search journeys often span mobile, desktop, and even wearables, making consistent optimization crucial for reaching users across platforms.
• Multi-format searches: Text, voice, and visual searches are becoming the norm for users seeking commercial property solutions. For example, a user might take a photo of a building and use image search to find available spaces within it.

Actionable tip: Optimize asset listings to address user intent and adapt to diverse formats. Include detailed descriptions and high-quality visuals for location-based searches, such as “premium retail units in central London.” Use descriptive Alt Text for images like "Bright, modern retail unit with large frontage on Guildford High Street."

3. The rise of AI-powered search platforms

AI-first platforms like Google’s “AI Overviews,” Perplexity, and ChatGPT Search are fundamentally changing how search results are delivered. Generative AI creates tailored responses instead of simple link lists, while real-time content analysis ensures fresh, relevant results. This is a game-changer for property professionals looking to stand out in competitive markets.

Emerging features of AI-driven search:

• Generative results: AI provides tailored, conversational responses, summarizing key property features like square footage, amenities, and lease terms.
• Multimodal integration: Platforms now interpret text, images, voice, and even video, offering multiple ways to engage clients.
• Real-time content analysis: AI prioritizes fresh, accurate listings, making regular updates to your property database essential.

Actionable tip: Use schema markup (specifically LocalBusiness, RealEstateListing, and Product schema) and structured data to ensure AI engines correctly interpret your property listings, making them more visible to potential tenants and investors.

4. Diversifying the search ecosystem

While Google still dominates, platforms like TikTok, Meta AI, and Perplexity are emerging as key players, especially for younger demographics like Gen Z. In the commercial property sector, these platforms offer opportunities to reach new audiences through engaging content.

• TikTok & Instagram: Create short-form video tours of properties, showcasing key features and local amenities. Use trending sounds and relevant hashtags like #commercialrealestate, #officespace, #retailproperty. Partner with local influencers to reach a wider audience.
• Meta AI: Leverage targeted advertising on Facebook and Instagram to reach specific demographics and interests. Use high-quality imagery and video in your ads.

Additionally, wearable tech and AR/VR devices are playing a growing role in property search, particularly for showcasing developments or giving virtual tours.

Actionable tip: Diversify your SEO efforts by optimizing content for alternative platforms and technologies. For example, create engaging video walkthroughs of office spaces for TikTok or Instagram to capture younger audiences.

5. Optimizing for multimodal and rich media search

Text-based searches are no longer enough. Users now rely on voice commands, video, and visuals to find answers. AI tools can even analyse video content directly, making rich media optimization a must for commercial property professionals.

How to stay ahead:

• Optimize video and visual assets with detailed markup and descriptions.
• Craft natural, conversational content for voice search, such as “Find flexible co-working spaces near Leeds city centre with fast Wi-Fi.”
• Incorporate professional visuals, 3D walkthroughs, and high-quality photography to showcase your properties.

Actionable tip: Make sure your visual assets are AI-friendly by including metadata and captions that highlight key property features, such as size, amenities, and location.

6. Practical strategies for AI-driven SEO success

To thrive in this evolving landscape, commercial property professionals must integrate SEO efforts with AI tools and other marketing disciplines.

Steps to Implement:

• AI-powered content creation: Use tools like Jasper.ai to generate property descriptions based on key features and target keywords, ensuring consistent branding and messaging.
• AI-driven keyword research: Leverage tools like Semrush or Ahrefs to identify relevant keywords and analyse competitor strategies.
• Cross-departmental collaboration: Align SEO strategies with marketing and branding teams to ensure consistent messaging across all platforms.
• AI analytics: Use tools like Google Analytics 4 and other AI-powered analytics platforms to gain deeper insights into user behaviour and optimize your marketing strategy.

7. Metrics and KPIs for success

Measuring SEO success in 2025 requires a mix of traditional and AI-specific metrics tailored to the commercial property sector.

Key metrics to track:

• Enquiry rates generated from AI-optimized property listings.
• Engagement metrics (views, likes, shares, comments) on video walkthroughs or virtual tours.
• Visibility and credibility in AI-driven search results (e.g., featured snippets, knowledge panel appearances).
• Website traffic from non-traditional search platforms (e.g., TikTok, Instagram).

Actionable tip: Use AI analytics tools to gain deeper insights into search performance and tailor your property marketing strategy to meet audience needs.

Conclusion

The future of enterprise SEO for UK commercial property professionals lies in adaptability, collaboration, and a deep understanding of AI-driven trends. By embracing conversational search, multimodal formats, and AI-powered platforms, you can position your assets and services as authoritative and trusted in a competitive market.

As AI reshapes the search landscape, success depends on staying ahead of trends, optimizing for new platforms, and leveraging rich media to showcase your properties.

Ready to transform your commercial property marketing with AI? Contact us today to learn more.