Who Appears on Google? A Study of Real Estate Platforms

The phrase “Apartment for Rent in Tbilisi for GEL 600” is searched on Google approximately 2,000 times per month. Meanwhile, “Apartment for Rent in Tbilisi” generates around 1,500 monthly searches. At first glance, these two search queries may seem similar, but in reality, they reveal a fundamental shift in user behavior.

People are increasingly specific in their Google searches, narrowing down their preferences by neighbourhood, budget, and property type. As a result, search behaviour is becoming more pragmatic and targeted. Against this changing landscape, a key question emerges: Which Georgian real estate platforms are actually appearing in Google search results, and how is organic search visibility distributed across the market?

To answer this question, 10xSEO, an SEO agency, conducted an extensive study of Georgia’s digital real estate market. The research covered 10 of the largest real estate platforms: myhome.ge, the real estate section of ss.ge, binebi.ge, korter.ge, livo.ge, binebi.info, housing.ge, place.ge, home.ge, and gethome.ge.

The analysis combines data from several sources, including Ahrefs estimates, Google Trends data, Google search results, technical performance metrics, and other publicly available information.

Google Searches Are Becoming More Specific

While users previously tended to enter broad search terms, today they are increasingly precise about what they are looking for. Rather than simply searching for an “apartment,” users now look for a “three-bedroom apartment in Vake within a specific price range.”

The research shows that non-branded searches (queries in which users search for a product or service rather than a specific website or brand) remain stable or are growing. However, this demand is becoming increasingly fragmented into smaller, more specific categories.

Several niche segments are experiencing particularly rapid growth:

• Commercial real estate – annual growth stands at 64.9%, although the initial search volume is relatively modest, at 624 searches per month.

• Foreign-language searches – Russian-language search demand has increased by 48.8%, while English-language searches have grown by 112.5%. However, the initial search volumes in both cases remain relatively small.

• Regional searches – search demand related to Batumi has grown by 45.1% year over year, reaching approximately 53% of the corresponding search volume for Tbilisi. Seasonality is also particularly evident in this segment: searches for “Apartment in Batumi” peak in July.

This shift is important for companies seeking to attract customers through Google. Rather than relying on a single general page, businesses may benefit more from creating dedicated pages tailored to specific search queries — for example, separate pages for neighbourhoods, cities, price ranges, and property types. Users turn to Google looking for specific answers, so it is essential that they find a relevant page among the search results.

Who Leads the Market? Traffic Distribution Among the 10 Largest Platforms

The combined organic traffic of the ten platforms amounts to approximately 707,419 visits per month. Two platforms alone — myhome.ge and the real estate section of ss.ge — account for 70.3% of this traffic. The remaining eight platforms share the other 29.7%.

myhome.ge ranks first, with Ahrefs estimating its monthly organic traffic at approximately 332,000 visits. However, it is important to note that Ahrefs figures are estimates and are not based on the platforms' internal analytics data.

In terms of seasonality, comparing March–August 2025 with the same period in 2026 reveals that the combined market share of the two largest platforms increased from 67.43% to 70.32%. Comparing the same months across different years provides a more accurate picture, as real estate search activity varies throughout the year.

Notably, during the same period in 2026, the combined share of the five smallest platforms was just 9.53%. This indicates that being among the top ten platforms does not automatically translate into generating significant traffic from Google. Organic traffic is clearly concentrated among the market leaders.

Another important detail is that the leading platforms do not necessarily rank the same across all performance indicators. For example, when changes in market share, percentage declines, and the number of lost visits are examined separately, different platforms emerge at the top. For this reason, each metric is analysed independently in this study.

Code, Servers, and Traffic: Why Are Platforms Losing Ground?

Achieving strong Google rankings requires more than a large number of listings and pages tailored to user searches. It is equally important that Google can easily discover, crawl, and understand a website. If significant parts of a page are difficult for Google to access, technical issues may eventually affect its search rankings.

As part of the research, all ten platforms were assessed against 12 technical criteria, with an average score of 7 out of 12. The highest score — 11 points — went to korter.ge. Interestingly, however, this was also the platform that lost the largest share of the market. While this does not establish a direct cause-and-effect relationship, it clearly demonstrates why technical performance and actual Google rankings should be analysed together.

The assessment revealed several recurring technical issues:

• Lack of Hreflang implementation: 8 platforms did not have properly configured language versions.

• Schema Markup deficiencies: 7 websites lacked structured data on their property listing pages.

• Canonical and Sitemap issues: 6 platforms faced difficulties managing duplicate pages correctly or reflecting up-to-date sitemap modification dates.

• Mobile page speed: 5 websites failed to reach the critical Lighthouse mobile score threshold of 50.

  
  

These technical elements affect how Google crawls and interprets a website. For example, canonical tags help Google identify the preferred version among similar pages, while hreflang indicates which language version should be displayed to which users. Without these signals, Google may struggle to distinguish between pages and select the most relevant version.

It is also important to consider how page content is delivered to Google. Some platforms serve their main content directly from the server in a fully rendered format, while others load parts of their content later through JavaScript. Both approaches are valid, but Google can generally process pages more easily when their primary content is delivered directly by the server.

What Happens on Google's First Page?

Organic traffic provides an overall picture, but it does not show how frequently platforms actually appear on the first page of search results. To assess this, the research analysed 20 key search queries and measured each platform's share of visibility in search results, known as Search Visibility Share (SOV).

Based on these 20 keywords, the leading platforms are myhome.ge (18.88%) and home.ss.ge (18.23%). Facebook.com ranks third, with 8.00%. This is particularly interesting because Facebook is not a specialized real estate platform, yet its pages frequently appear in relevant searches.

The performance of housing.ge is also noteworthy. Its visibility share increased from 2.39% to 5.77%, while the number of analyzed search queries for which it ranked in the top ten more than doubled, from 5 to 12.

Clearly, traffic volume alone is not enough to evaluate a platform's Google performance. To understand actual search visibility, it is essential to analyze how many keywords a platform ranks for and how frequently it appears on the first page of search results.

How Often Is Georgian Real Estate Searched for from Abroad?

Foreign traffic accounts for a relatively small share of Georgia's real estate market, but its distribution reveals several important trends.

As of September 1, 2026, the combined organic traffic of the ten websites stood at 797,374 visits, of which 31,128, or 3.90%, originated from outside Georgia. A total of 82.9% of foreign traffic was concentrated across just three websites: korter.ge, myhome.ge, and home.ss.ge.

By country, Italy, Greece, Germany, Spain, and France stood out. Together, these five countries accounted for approximately 30.1% of foreign traffic. However, geographical data alone cannot determine who was searching for Georgian real estate — a foreign buyer, a foreign resident living in Georgia, or a Georgian emigrant.

Russian-language demand was particularly notable. Of the 10,633 visits generated by Russian-language searches, approximately 60% went to korter.ge.

Furthermore, as mentioned at the beginning of this article, eight out of the ten websites did not have properly configured hreflang tags. This technical attribute helps Google display the appropriate page to users based on their language and country.

Overall, foreign search demand accounts for a relatively small share of total organic traffic and is concentrated across just a few websites. Data by country and language also shows that this demand is not distributed evenly.

Real Estate in Google's AI-Generated Answers

Google Search is no longer limited to a list of websites. For certain queries, users are now presented with AI-generated answers accompanied by links to relevant sources.

As part of 10xSEO's research, six search queries were tested in Georgian, English, and Russian. An AI-generated answer appeared in all six cases. Three queries were in Georgian, one in English, and two in Russian.

In Georgian-language responses, myhome.ge and home.ss.ge appeared most frequently. Both platforms were associated with a large number of real estate listings. In the English-language response, Myhome was recommended, although third-party sources were also referenced.

The research also examined which platforms appeared as sources in AI-generated answers. Among the websites included in the study, korter.ge, myhome.ge, and home.ss.ge appeared most frequently. Together, these three platforms accounted for approximately 95% of all citations.

One important consideration when interpreting these findings is that the AI response analysis was based on a limited number of search queries. Therefore, the results do not represent a long-term trend but rather a snapshot of a specific point in time, which may change dynamically as search engine algorithms evolve.

In general, appearing in AI-generated answers creates an additional form of search visibility. Google itself notes that links included in AI-generated answers are intended to connect users with relevant websites and provide opportunities to explore information further.

How Have Google Rankings Changed Over Time?

Behind changes in traffic, there is often a specific technical event, and historical data provides an opportunity to identify at least some of these developments.

One of the most notable cases concerns myhome.ge. For approximately a year and a half, the platform was providing Google with incomplete page content, without titles, descriptions, or other essential elements. This issue was resolved in May 2026, when the website began delivering fully rendered content to the search engine. A visible increase in traffic followed. However, although the timing of these developments clearly coincides, the available data alone is insufficient to establish a direct causal relationship.

A different picture emerges in the case of korter.ge. Its organic traffic decline was recorded in September 2025, but Wayback Machine archives do not reveal any significant visible changes to the website during that period. Consequently, the reason for the decline cannot be determined based on archived data alone.

The example of livo.ge demonstrates that technical issues may also cause only temporary damage. At the end of February 2026, the platform began delivering a reduced amount of content to Google, followed by a temporary decline in traffic. However, the figures soon returned to their previous levels.

These cases demonstrate that Google rankings are not static. They are closely connected to the technical performance of websites, and changes in this area can have either a positive or negative impact on search results.

Who Ranks Where? Individual Performance of All Ten Platforms

Beyond the overall market picture, the individual performance of the ten platforms varies considerably. While some are increasing their organic visibility, others remain relatively stable, and some have experienced significant losses in rankings. Each platform's performance reveals a different market reality.

Myhome.ge: Compared with the previous period, the platform gained approximately 45,000 additional monthly organic visits. Based on average Google Ads rates, this increase is equivalent to approximately $3,400 in monthly advertising value. Naturally, this refers to estimated advertising value rather than actual revenue.

Korter.ge: The website lost approximately 26,200 visits, equivalent to around $2,000 in advertising value, while its market share declined by 2.43%.

Gethome.ge: The platform recorded the largest percentage decline, losing 58.6% of its traffic. However, it is important to distinguish between percentage declines and absolute numbers: a substantial percentage decrease for a smaller platform may represent a relatively modest change in the actual number of visits.

Binebi.ge: Over a six-month period, the platform's traffic increased by 19.3%. However, compared with the same period a year earlier, the difference was only -1.1%. This suggests that the recent growth is largely attributable to seasonal effects.

Home.ss.ge: Its performance varies significantly depending on the periods being compared. On a year-over-year basis, traffic declined by 11.6%. However, comparing March–June 2025 with the same period in 2026 reveals an increase of 8.8%. This once again demonstrates the importance of accounting for seasonality and comparing the same months across different years.

As for the remaining platforms, their market shares are relatively small, meaning that individual fluctuations do not substantially alter the overall picture.

Ultimately, no single metric is sufficient to evaluate all ten platforms. Traffic volume, market share, percentage changes, and the advertising value of gained or lost visits must be considered together to provide a comprehensive picture of who is gaining ground and who is struggling to maintain their position on Google.

What Falls Outside the Scope of the Research?

It is important to distinguish precisely between what this research analyses and what lies beyond its scope. The study focuses on organic visibility and traffic, but it does not address the central business question: to what extent do these visits translate into actual phone calls, enquiries, or completed transactions?

The research does not cover traffic originating from mobile applications and social networks, actual website click-through rates (CTR), precise paid advertising costs in the local market, or how user behaviour is changing in the era of AI-generated answers.

Practical Recommendations: What Should Each Market Player Change, and When?

The findings have practical implications for different participants in the market, although the priorities vary depending on their role.

For platforms, the first step should be a technical audit. Essential information such as titles, prices, and descriptions should be directly accessible to Google rather than becoming available only after JavaScript has loaded. It is also important to address technical issues involving hreflang, Schema Markup, and canonical tags. Some of these improvements can be implemented at the configuration level and require relatively limited technical work.

For property developers, one important consideration is the extent of their dependence on organic Google traffic. According to the research, 70.3% of the ten websites' organic traffic is concentrated across just two platforms. Therefore, listing a new project exclusively on these websites may not be sufficient to ensure visibility on Google. Project pages should also include more specific information, covering not only the development itself but also its neighbourhood, city, price range, and other relevant characteristics.

For SEO agencies, price-based search queries represent an interesting opportunity. Since users frequently include their desired budget directly in their searches, analysing these phrases separately and creating relevant landing pages could be particularly valuable. The 8% visibility share recorded by Facebook in the research also demonstrates that Google search results related to real estate are not limited to specialised platforms. Social networks can therefore be considered an additional visibility channel.

For businesses in other industries, the most valuable takeaway from this research is its methodology, which can be applied across different sectors. One of the most important lessons is the need to account for seasonality correctly. Simply comparing monthly results with the previous month may create a misleading impression. To obtain an accurate picture, figures should always be compared with the corresponding period from the previous year.

Additionally, when conducting any digital analysis, it is advisable to cross-check key metrics at least twice using independent sources. This helps identify potential discrepancies between analytical tools in a timely manner and ensures that business decisions are based on reliable data.

Of course, these recommendations do not guarantee specific results. Rather, they highlight the areas that, based on the research findings, are the most logical starting points for further investigation and improvement.