For years, staying visible online was relatively straightforward. You’d optimize your site with keywords, stuff your pages with content and hope Google ranked you well. The strategy was simple: more words, more keywords, more traffic.
But then Google flipped the script.
With the introduction of generative AI search, Google has moved from static search results to dynamic search “threads”. Now, instead of resetting after every query, the search evolves. Users refine their searches and Google’s AI adapts, narrowing down the results based on previous inputs. In this new system, flat keyword stuffing just doesn’t cut it anymore.
But, here’s the problem: many hotels are still stuck in the old mindset. They’re relying on outdated SEO practices, producing spammy, irrelevant content that no longer works. And the result? They’re becoming invisible in search results.
So, what should hotels do?
– Stop keyword stuffing. That era is definitely over. Google’s generative AI focuses on “relevance”. If your content isn’t useful or doesn’t answer real questions, you’ll be pushed aside.
– Create human-like content. AI can help get you started, but it can’t finish the job. Hotels need to move beyond robotic, AI-generated content that lacks personality and connection.
– Answer real guest questions. Think about the most common questions your guests ask when they check in. Answer those directly in your content.
– Use FAQs strategically. Don’t bury FAQs on a generic page. Place them exactly where your guests need them. If someone is reading about your golf course, include the related FAQs on that same page.
– Respond to reviews. Google’s Gemini AI is layering this new technology into everything – hotel reviews, business listings and search results. Make sure you’re responding to reviews and engaging with guests because that’s the content that will stand out.
The hotels that thrive in this new landscape will be the ones that adapt quickly. They’ll create content that feels natural, answers real questions and resonates with both search engines and humans.
**Generative AI isn’t just a trend – it’s the future of search.**
The question is: will your hotel rise to meet it, keeping you always ahead or just get left behind?
The choice is yours.
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