От SEO към AEO: нова ниша в дигиталното позициониране на бизнеса с недвижими имоти в ерата на изкуствен интелект
From SEO to AEO: A New Niche in the Digital Positioning of the Real Estate Business in the Era of Artificial Intelligence

Summary/Abstract: The rapid evolution of search technologies is reshaping the foundations of digital marketing in the real estate sector. While traditional Search Engine Optimization (SEO) has long been the dominant strategy for online visibility, the emergence of Artificial Engine Optimization (AEO) and conversational AI tools such as ChatGPT, Gemini, and Perplexity is creating new opportunities and challenges for real estate businesses. This article examines the transition from keyword-based search engines to AI-driven response systems, analyzing how large language models (LLMs) select, synthesize, and present information to users. The study applies a mixed-method approach, combining theoretical review with applied case analysis, to evaluate the role of AEO in digital positioning. Key criteria—relevance, trustworthiness, structured data, and timeliness—are identified as decisive factors influencing brand exposure in AI-driven platforms. Findings reveal that real estate agencies that systematically optimize their content for AI engines achieve superior visibility compared to those relying solely on conventional SEO. Practical insights are provided on how agencies can restructure their online presence, leverage structured data, and integrate conversational AI to enhance customer engagement and lead generation. The discussion highlights both the potential and limitations of AEO. Unlike SEO, which is anchored in established search algorithms, AEO depends on opaque LLM mechanisms such as retrieval-augmented generation (RAG) and semantic clustering. While this creates opportunities for faster, more relevant exposure, it also raises concerns related to algorithmic transparency, data bias, and misinformation. The article concludes that AEO represents a critical new niche for real estate marketing. Agencies that proactively adopt AEO strategies are likely to secure sustainable competitive advantage in the evolving digital ecosystem. Recommendations are offered to guide practitioners in implementing AEO as a complement, rather than a replacement, to SEO.

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