New Avenues: The Evolution of SEO and How to Stay Ahead

Melissa Brady—Senior Vice President of Marketing, Communications, and Customer Experience at Fogelman Properties—explains how the company is evolving its SEO strategy to meet the demands of a fragmented search landscape by creating neighborhood-focused content hubs, such as a dedicated downtown Memphis site that prominently features its Conwood Flats community, allowing prospects to explore the lifestyle and amenities of the area before arriving at property-specific pages; this people-first, localized approach not only improves traditional SEO and visibility across generative AI search tools but also strengthens brand authority and relevance across multiple discovery paths, demonstrating that modern multifamily SEO success hinges on contextual, engaging content that guides users from early research to leasing decisions rather than relying solely on property-centric keywords and pages.

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