From SEO to GEO + Shutdown Shakes Events
Summary
The digital marketing landscape is shifting from traditional SEO to Generative Engine Optimization (GEO), driven by AI. Hosts should update their website content with clear, structured, and AI-friendly copy, and leverage storytelling and PR to improve visibility and attract bookings in this new landscape.
Key Insights
- •Travelers are increasingly using longer, conversational queries with AI-driven search, with queries averaging 23 words and sessions around six minutes, far beyond the four-word traditional search queries.
- •Digital advertising costs are climbing, with increases from 20% to 40% year-over-year due to competition.
Action Items
- ✓Leverage Storytelling and PR: Compelling narratives are increasingly critical for GEO results.Effort: mediumImpact: medium
- ✓Update Website Content for AI: Clear, structured, and AI-friendly copy improves visibility.Effort: mediumImpact: medium
- ✓Integrate Social Signals: Influencers and professional social accounts can influence AI search outcomes.Effort: mediumImpact: medium
Tools & Resources
- →Google Performance Max for Travel Goals (PMTG): Tools like Google Performance Max for Travel Goals (PMTG) are emerging as standout solutions.
Watch Out For
- ⚠If your property is not optimized for GEO, it may never appear in AI-generated recommendations.
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