Let’s not beat around the bush.
AI search tools are flipping the SEO game on its head. Google’s out here doing verbal gymnastics trying to convince us their search traffic is just fine.
One minute, it’s all doom and gloom about AI eating into their numbers.
The next, it’s champagne and cupcakes because “innovation” is apparently saving the day.
But here’s what we know.
AI search tools are changing the way people search.
And if you’re still clinging to your 2015 SEO strategy like it’s a life raft, you’re gonna sink.
According to BrightEdge’s Generative Parser (yeah, it’s a mouthful), AI Overviews have exploded since late April 2025.
Travel-related queries, especially those juicy geographic-specific ones, have seen a whopping 108% increase in AI coverage.
I know what you are thinking.
**Speak in plain English, PLEASE.
AI tools are not a maybe. They’re already rewriting how search works.
And it’s not just BrightEdge saying this.
Over in Silicon Valley, they’re calling it early:
ChatGPT and friends are already becoming the go-to for getting answers, not Google.
And, there’s something else to take note of.
Remember when a Google search led to clicks?
Yeah, good times.
Now, we’ve got AI tools dishing out instant answers - no clicks needed.
That’s a problem.
For you.
For your traffic.
And for everyone relying on organic search to pull in leads.
Sure, Google says traffic is still flowing.
But talk to any SEO pro and you’ll hear the same thing: at least some decline is already happening.
Here’s what you gotta do.
First things first: understand how these AI tools actually cite sources.
Then, build a strategy that makes them more likely to cite you.
Let’s break it down:
According to a study from Rankscale.ai that looked at 8,000 citations across four major AI search tools, here’s what’s happening:
ChatGPT: Loves encyclopaedias and legit news sites. Avoids Reddit, and Quora like the plague.
Gemini: Mixes blogs with big-name news and YouTube. Authoritative blogs and credible content win.
Perplexity: Pulls from expert forums, trusted blogs, and solid sites. Reddit and Quora? Only if the thread’s top-notch.
AI Overviews: Mirrors Google results. Loves long, deep blog content with clear structure and value.
Now you know what AI is looking for. It’s time to give it to ‘em.
Here’s how you do that:
Pitch your destination insights or trip breakdowns to major travel publications, respected blogs, and tourism boards.
Get featured in roundup lists like "Top Adventure Travel Operators in 2025."
And don’t just rely on Lonely Planet or Nat Geo.
Diversify across different high-authority outlets that match your niche.
Still don’t have a Wikipedia page? Fix that. Yesterday.
Wikipedia is like AI search gold. It’s trusted, clean, and frequently cited.
Same goes for your Google Knowledge Panel.
Keep your info accurate, use schema markup, and keep your branding consistent across all your digital real estate.
You want AI tools to see you as credible? Start acting like it.
Reddit threads on budget travel.
Quora questions on "best time to visit Iceland."
Industry-specific forums for travel pros.
Get in there.
Share your knowledge.
Add links to your trip itineraries when it makes sense.
Show you're the expert.
Google’s AI scans these platforms, and if you’re consistently dropping helpful, authentic advice, your visibility grows.
Think: “The Ultimate Guide to Gorilla Trekking in Uganda.”
Think: ultimate guides. Comparisons. Data-driven deep dives.
And yes, mention your competitors too.
Build rich, engaging content that covers full experiences. When to go, what to pack, pricing comparisons, FAQs, and even competitor mentions.
AI eats that stuff up.
AI tools don’t want fluff. They want comprehensive, structured content that covers a topic inside out.
Tables.
Headings.
Summaries.
Clear sections.
Make it so easy to scan that even a distracted AI, and to that traveller on their fifth hour of trip planning, can’t mess it up.
If you’re not familiar with E-E-A-T (Experience, Expertise, Authority, Trust), now’s the time to get obsessed.
Tour operator blogs need real author bios, credentials, media features, even personal travel stories.
Link out to verified sources (like government tourism sites) and update your content regularly.
Have customer reviews?
Show ‘em off!
Nothing screams trust like a dozen glowing testimonials from real clients.
Whether it’s Condé Nast Traveller, Travel + Leisure, or a niche site like Responsible Travel, get your name on their pages.
Offer guest posts, get your tours reviewed, or land a feature.
AI search tools are magnetised to these hubs.
You land a mention there?
You just 10x’d your chance of being cited.
Let’s be real.
AI search tools aren’t going anywhere. Google can keep spinning its PR wheel, but the landscape has already shifted.
You’ve got two choices: complain about the change… or adapt like a beast.
Want to keep your traffic alive?
Then stop waiting.
Start getting cited.
And start owning the new search game before your competitors do.
…What’s that sound?
It’s your bookings filling up.
And AI-friendly SEO just did its job.
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