Writing Tourism Content Optimized for AI

How is your DMO preparing for Google's latest changes to the search experience? I'm compiling a running list of tips - please share yours below! Content Structure ✔ Front-load Useful Content: Place key takeaways or bullet-point summaries at the top of your content. This helps users quickly find valuable information and improves engagement. ✔ Break Down Long-Form Content: Divide longer articles into shorter pieces, each answering a specific question. Focus on addressing topics rather than just targeting keywords. ✔ Include Titles and Feature Images: Use compelling titles and high-quality feature images to capture clicks from AI Overview results. Content Quality ✔ Create Content That Answers Complex Questions: Develop in-depth content that addresses complex queries, providing information that may not be easily answered by generative AI. ✔ Write New Content on New Ideas: Produce original content about new ideas and comparisons, especially for mid-funnel queries that existing online content may not cover. ✔ Include Sources, Quotes, and Stats: Use authoritative sources, quotes, and statistics to enhance the credibility and visibility of your content in AI search. Unique and Personal Content ✔ Include Personal Stories: Share personal experiences and stories to add a human touch that AI cannot replicate. This helps build credibility and engagement. ✔ Showcase Credible Experience: Highlight firsthand experiences and expertise to establish authority and trust with your audience. Alternative Traffic Channels ✔ Build Audiences in Push Channels: Develop and grow audiences in channels where you can directly push content to them, creating anti-fragile traffic sources. This includes CRM but could also mean increasing paid search and social budgets. ✔ Focus on Search Optimizations for YouTube: Optimize content for YouTube and other secondary search channels to reach a broader audience. ✔ Lean into Reddit: Their deal with Google means Reddit is frequently cited as a source for AI Overviews or in standard search results; the opportunity is both in responding across Reddit subs and in creating one, i.e. /r/VisitingOregon (h/t Mika Lepisto). ✔ Invest in Generative AI Chatbots: Implement generative AI chatbots to share and distribute content to visitors. #destinationmarketing

Is the hospitality industry ready for AI search optimization? Most people in hospitality are still stuck optimizing for Google’s blue links. But travelers aren’t searching the same way anymore. AI tools like ChatGPT, Perplexity, and Google SGE are rewriting the rules of search—and they’re doing the thinking for the traveler. Instead of “best hotel in Barcelona,” people are now asking, “What’s a modern boutique hotel in Barcelona with rooftop views, great tapas, and a relaxed digital nomad vibe?” And AI isn’t giving 10 links anymore. It’s giving one paragraph with one or two recommendations. If you're not mentioned, you're invisible. Here’s what you need to do—right now—to stay in the game: 🔹 Revamp your website content. Speak like a human, not a brochure. AI scrapes and summarizes natural-sounding answers to questions, not robotic keyword stuffing. 🔹 Publish original content weekly. AI tools are favoring firsthand, high-quality content—videos, blogs, behind-the-scenes insights, storytelling. Reposting trends won't cut it. You need to be the source. 🔹 Leverage your social media like it’s your SEO. AI pulls heavily from Reddit, YouTube, LinkedIn, and even Instagram and TikTok captions. If your content is being talked about, reviewed, shared, and saved, it becomes searchable and referenceable in AI-generated answers. 🔹 Focus on reputation signals. AI cares about how others talk about you. That means guest reviews, user-generated content, influencer mentions, media coverage—all of it matters. 🔹 Double down on video. AI search tools are scanning YouTube, TikTok, and Instagram Reels for real content, not stock footage. If you’re not showing your property, your people, and your story, you’re leaving opportunity on the table. 🔹 Own your niche. Don’t try to be everything to everyone. Be remarkable at something, and make sure your content shows that clearly. AI is more likely to recommend “the best eco-luxury property in Costa Rica” than just “a nice hotel.” Social is no longer just a marketing tool. It’s a search engine. It’s your digital storefront. And it’s shaping the way AI sees and ranks your brand. These days it's all about brand building. If you’re not creating consistently, showing up authentically, and thinking like a resource, don’t be surprised when AI stops recommending you. And remember, if you stay ready, you don’t need to get ready. ---- I’m Scott Eddy, keynote speaker, social media strategist, and the #15 hospitality influencer in the world. I help hotels, cruise lines, and destinations tell stories that drive revenue and lasting results — through strategy, content, and unforgettable photo shoots. If the way I look at the world of hospitality works for you, and you want to have a conversation about working together, let’s chat: scott@mrscotteddy.com.

Enterprise SEO is missing the mark on AI search. Here’s the type of content that tends to get picked up by ChatGPT, Google AIO & Gemini. 👉 Structure beats scale. The content LLMs cite most often isn’t the longest. It’s the clearest, most authoritative. LLMs prefer structure and clarity. 𝐖𝐡𝐚𝐭 𝐦𝐨𝐬𝐭 𝐨𝐟𝐭𝐞𝐧 𝐠𝐞𝐭𝐬 𝐜𝐢𝐭𝐞𝐝? ✅ Direct Q&A blocks that mirror the way users ask questions 📊 Clean data tables, proprietary benchmarks, and comparisons 🧠 Pros and cons lists that summarize trade-offs 🎬 Multimedia and video content (especially well-captioned or schema-tagged YouTube videos in AIOs) These formats align with how LLMs extract and present information: they can standalone (chunked), are semantically clear, and optimized for the answer. 𝐇𝐨𝐰 𝐲𝐨𝐮 𝐜𝐚𝐧 𝐬𝐭𝐚𝐫𝐭 𝐨𝐩𝐭𝐢𝐦𝐢𝐳𝐢𝐧𝐠 𝐜𝐨𝐧𝐭𝐞𝐧𝐭 𝐟𝐨𝐫 𝐀𝐈 𝐒𝐞𝐚𝐫𝐜𝐡:  • Reformat generic copy into structured content: clear answers, FAQs, definitions, comparisons. (Bonus: incorporate first-party data and stats to standout) • Implement Schema Markup (FAQ, Product, Article) to provide direct, organized information. • Prompt AI with key questions your content should answer. If it’s not mentioned or cited, it’s time to rework the structure for visibility. Because here’s the shift: Your content isn’t just being crawled. It’s being parsed. AI doesn’t need 2,000 words in a blog post. 2 well-written paragraphs can work. If you want visibility in the age of generative search, write for the model, not just the algorithm. 🔎 Structured content = higher citation likelihood. 🧭 Cited content = brand visibility boost. 🤝 Visible content = trusted source, making citation a competitive moat. 𝐖𝐡𝐚𝐭’𝐬 𝐨𝐧𝐞 𝐟𝐨𝐫𝐦𝐚𝐭𝐭𝐢𝐧𝐠 𝐭𝐰𝐞𝐚𝐤 𝐭𝐡𝐚𝐭’𝐬 𝐡𝐞𝐥𝐩𝐞𝐝 𝐲𝐨𝐮𝐫 𝐜𝐨𝐧𝐭𝐞𝐧𝐭 𝐬𝐮𝐫𝐟𝐚𝐜𝐞 𝐢𝐧 𝐀𝐈? #AIsearch #SEO #ContentStrategy #GenerativeAI #StructuredContent #EnterpriseSEO

Forget outdated SEO tricks. They won’t help in an AI-first world. AI-powered search is reshaping how websites get discovered. It understands context. It prioritizes relevance. It rewards user-focused content. Here’s 10 ways to optimize your website for AI-driven search engines: 1/ Semantic Content: Speak the Language of AI → AI search engines prioritize meaning over keywords. → Craft content with clear intent, structured for natural language processing. 💡Pro Tip: Use tools like schema markup to help AI understand your content’s context. 2/ User Intent: Solve Problems, Don’t Just Sell → AI evaluates how well your content matches user needs. → Focus on answering queries with depth and clarity. 💡Pro Tip: Analyze search trends to align content with what users are asking. 3/ Structured Data: Make Your Site AI-Readable → Schema and metadata help AI parse your site’s structure. → Clear data formats boost your visibility in rich results. 💡Pro Tip: Implement JSON-LD schema to enhance AI comprehension. 4/ Content Depth: Go Beyond Surface-Level → AI favors comprehensive, authoritative content. → Long-form guides and detailed answers outperform thin pages. 💡Pro Tip: Use AI content tools to identify gaps in your topics. 5/ Mobile Optimization: Prioritize Seamless Experiences → AI search engines weigh mobile usability heavily. → Fast load times and responsive design are non-negotiable. 💡Pro Tip: Run AI-driven site audits to ensure mobile performance. 6/ Voice Search: Optimize for Conversational Queries → AI powers voice assistants, which demand natural, question-based content. → Users ask full questions, not fragmented keywords. 💡Pro Tip: Create FAQ sections targeting phrases like “How do I…” or “What is…”. 7/ Visual Search: Leverage Images for Discovery → AI can interpret images to deliver search results. → Optimized visuals with descriptive metadata drive traffic. 💡Pro Tip: Use AI image recognition tools to tag and describe visuals. 8/ E-A-T Signals: Build Expertise, Authority, Trust → AI evaluates your site’s credibility through content quality and backlinks. → Showcase expertise with author bios and verified sources. 💡Pro Tip: Monitor your site’s trust signals and address weak areas. 9/ Real-Time Relevance: Stay Updated → AI prioritizes current, relevant content. → Outdated pages lose ranking power fast. 💡Pro Tip: Set up content refresh alerts to keep key pages up to date. 10/ User Experience: Reduce Friction, Boost Engagement → AI tracks dwell time, bounce rates, and navigation patterns. → A seamless UX keeps users on your site longer. 💡Pro Tip: Map user journeys and optimize for smoother interactions. AI-powered search is redefining discoverability by prioritizing meaning, user experience, and trust. Start leveraging these strategies to make your website a magnet for AI-driven traffic and engagement. ♻️ Repost if your network needs to see this. Follow Carolyn Healey for more AI insights.

AI Overviews are here. Don't get buried—get featured. Your old SEO playbook won't cut it. To show up in AI-driven results, your content needs to be structured for machines and written for humans. Here’s how you can optimize your content to be the top choice for AI Overviews: 🧠 𝗕𝗲𝗰𝗼𝗺𝗲 𝗮𝗻 𝗘𝗻𝘁𝗶𝘁𝘆 AI needs to know exactly what you're talking about. Clearly define key people, products, and concepts in your content and use Schema markup to label them. ❓ 𝗔𝗻𝘀𝘄𝗲𝗿 𝘁𝗵𝗲 𝗤𝘂𝗲𝘀𝘁𝗶𝗼𝗻 𝗗𝗶𝗿𝗲𝗰𝘁𝗹𝘆 Structure your content to answer user questions head-on. Use clear H2s and H3s like "What is...?", "How to...", and "Why does...?" to signal direct answers. 🧑🏫 𝗕𝗿𝗶𝗻𝗴 𝗬𝗼𝘂𝗿 𝗘𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲 (𝗘-𝗘-𝗔-𝗧) Don't just rehash what's already ranking. AI is getting smarter at identifying unique perspectives. Add first-hand insights, original data, or a personal story to stand out. 🤔 𝗔𝗻𝘁𝗶𝗰𝗶𝗽𝗮𝘁𝗲 𝘁𝗵𝗲 𝗡𝗲𝘅𝘁 𝗤𝘂𝗲𝘀𝘁𝗶𝗼𝗻 Include a dedicated FAQ section that answers related sub-questions. This shows you've thought deeply about the topic and provides comprehensive value. 🔗 𝗕𝘂𝗶𝗹𝗱 𝗨𝗻𝘀𝗵𝗮𝗸𝗲𝗮𝗯𝗹𝗲 𝗔𝘂𝘁𝗵𝗼𝗿𝗶𝘁𝘆 AI Overviews heavily weigh trust. Earn high-quality backlinks and mentions from reputable sites in your niche to prove your authority. The bottom line: AI doesn't want random content; it wants the most authoritative, clear, and helpful answer. Be that answer. What's the #1 change you're making to your content for an AI-driven world? #SEO #AIOverviews #AIO #ContentStrategy #EEAT

How we discover what to do and where to go is rapidly changing. AI-driven generative search overlays have revolutionized how people seek instant answers, rendering traditional SEO strategies inadequate. To stay visible and competitive, destinations must adapt their information for conversational AI interfaces. Here's how integrating a Conversational AI Chat Platform can elevate your visibility and engagement: - Structure Your Content for AI: Ensure your content is real-time, well-organized, and optimized for AI retrieval. Dynamic FAQs, event schedules, and local tips should be tailored for AI compatibility. - Visibility Across Search Platforms: By leveraging a conversational chat platform, your destination becomes not only searchable but also responsive in AI-generated results on major search engines like Google, Bing, and various social media platforms. - Zero-Party Data: Each interaction presents an opportunity to gather valuable insights into visitor preferences, enabling you to refine marketing strategies and enrich visitor experiences. - Offer Instant, Tailored Responses: Use AI capabilities to provide immediate directions, ticketing information, event updates, and personalized recommendations, keeping potential visitors engaged. Embracing AI-driven conversations is pivotal for tourism companies aiming to excel in the evolving search environment. If you're still reliant on static web content for traditional search rankings, it's time to embrace this transformative shift. #TravelTech #AIChat #GenerativeSearch #DMO #TourismInnovation #SatisfiLabs #Destinations #Attractions #Touroperators

Content for "GEO" - How to get AI to mention our solutions - Part 4 Or.... What to do for LLMs that I would not have considered doing for Google SEO? If you're optimizing for AI-driven search (LLMs) and to appear in Google's AI-generated overviews, there are some key shifts in content strategy compared to traditional Google SEO. Here’s what we should do differently… 1. Prioritize Direct, Concise Answers - Google SEO rewards long-form content with detailed explanations, but AI prefers quick, direct answers that can be easily summarized. - Write clear, standalone answers at the top of articles (e.g., FAQ-style summaries). 2. Optimize for Conversational Queries - People ask AI in full and detailed sentences rather than typing keyword-focused searches. - Use phrase subheadings as natural language questions (e.g., "How do LLMs choose which content to show?" instead of "LLM Content Ranking Factors"). 3. Write for Context, Not Just Keywords - Google SEO is built around keyword matching and backlinks, but LLMs rely on semantic understanding and context. - Focus on concepts and relationships between ideas rather than repeating exact keywords. Use synonyms and related phrases naturally. 4. Make Content AI-Extractable - AI scans for clean, structured information, not just on-page signals like title tags and meta descriptions. - Use clear sectioning (H1, H2, H3), bullet points, and tables to make content easy for AI to break down. 5. Optimize for AI Citations - Google rewards domain authority, but LLMs synthesize content that is frequently cited by a broad range of sources. - Get linked and mentioned in industry publications, research papers, and high-authority blogs. 6. Provide Multiple Perspectives - Google prefers definitive, single-answer content, but AI often presents multiple viewpoints. - Include balanced discussions, pros and cons, and different perspectives within the same article so AI can pull a nuanced response. 7. Test Visibility in AI Models - SEO has ranking tools (Google Search Console, Ahrefs), but LLM optimization requires manual testing in AI chat tools. - Regularly check ChatGPT, Gemini, Perplexity, etc., to see if your content is being referenced, then adjust based on how AI interprets your material. These changes reflect the shift from optimizing for search engines to structuring content for AI comprehension and citation. And in the spirit of creating exactly the content AIs like to "assimilate" best, I created this chart for me and my clients. I thought others here would be interested too. And no, I'm not asking for a DMs or comments for this content. 🖖 ✅ For more on this topic, check out Part 1, 2 & 3 in this "How to get AI to mention our solutions" series of posts. #GEO #SEO #contentstrategy #b2bmarketing Edit: Adding hashtag: #davidkai