Artificial intelligence is revolutionizing the world of online searches and, with it, SEO as we knew it. In the tourism sector, where online visibility is crucial, destinations must adapt quickly to remain competitive.
The evolution of searches: from Google to generative AI
Traditionally, travelers turned to search engines like Google to get information about destinations, accommodations, and activities. However, the integration of AI has led to platforms that offer direct and personalized answers, without the need to explore websites.
This trend has led to the phenomenon of "zero-click searches", where users get the information they need without visiting company pages. According to Gartner, this could reduce organic traffic by 50% or more by 2028.
The end of traditional SEO? No, but we need new metrics
Although traditional SEO remains relevant, the rules of the game have changed. Now it's not enough to optimize for conventional search engines; we also must consider how AIs interpret and present our content.
This is where a new need arises: monitoring the traffic generated by AI.
- Does my platform appear in the answers generated by AI?
- What information do these platforms extract from my website?
- How can I optimize my content for AI selection?
- These are the key questions that tourism companies need to ask themselves todayHow to monitor AI-generated traffic?So far, traditional SEO tools (like Google Analytics or Semrush) allowed us to measure visits, clicks, and conversions. But with generative AI, the challenge is greater, as many users get answers without directly interacting with our website.Keys to monitoring traffic with AI:
- Specific tools: Solutions are emerging that allow tracking mentions and appearances of your brand in AI-generated responses.
- Sentiment analysis: It's not just about appearing, but also how your company is presented. Sentiment analysis tools can help you understand the tone and perception.
- Continuous optimization: Like with traditional SEO, it's crucial to adjust content based on collected data. Otterly.AI: tool to analyze AI-generated trafficTools like Otterly.AI are emerging, created to help companies stay visible in AI-driven search environments. Specifically, it stands out for allowing monitoring brand visibility in generative search engines and analyzing mentions and links on platforms like ChatGPT and Perplexity.AI.In the case of Otterly, we might think it's direct competition to traditional SEO analysis tools like Semrush. However, it's quite the opposite, as both platforms have partnered.Specifically, Otterly announced that its AI Search Monitoring app is now available in the Semrush App Center. This collaboration demonstrates the growing importance of analyzing search results with AIPreparing your company for an AI-driven futureThe integration of artificial intelligence in searches and tourism services is redefining the industry. Companies that adopt these technologies and adjust their strategies to align with new trends will be better positioned to attract and retain travelers.At Infinitum Digital, we specialize in helping companies in the tourism sector improve their digital experiences. If you don't want to fall behind in AI adoption, contact us