Key Takeaway: Your GEO ought to construct on prime of your search engine marketing technique.
Let’s break down what adjustments and what stays the identical.
This weblog was written as of Jul 16, 2025, and we’ll attempt to hold it up to date as we be taught extra.
This nonetheless issues. Clearly outline your distinctive promoting factors and differentiators. For those who had been doing this proper for search engine marketing earlier than, that is nonetheless essential to GEO.
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Content material remains to be king. Concentrate on content material accuracy throughout all channels and lean into facilities.
Be particular! As an alternative of imprecise content material like “handy to” say “xx blocks/miles from y”. You need to give the LLM the very best response to questions individuals could ask, so it serves up your content material and your website as a supply, identical to with Google PAA (Individuals Additionally Ask) and wealthy snippets.
To make sure AI can simply learn your content material, think about an LLM Website Map for self-importance websites and impartial lodges. It’s also possible to replace robots.txt to explicitly permit widespread AI Crawlers, like this one :
The place search engine marketing was all concerning the backlinks, GEO is all concerning the citations over backlinks.
Because the anchor textual content and URL don’t matter as a lot for GEO, there may be much more motive to lean into PR and Influencers.
Bear in mind, LLMs need to be taught from someplace!
Prime ranked natural pages yield prime sources in AI. Whereas Google has been specializing in zero click on searches for some time, natural site visitors will proceed to lower.
Whereas AI is regularly influencing search, we additionally see search influencing AI.
So, ask numerous LLMs questions on your lodge. For those who don’t like the reply, ask it why it thinks that or the place it realized that and its sources, then attempt to repair the core supply, or attempt to educate the LLM.
Whereas evaluations themselves didn’t matter in direct rating for search engine marketing, they actually mattered in the case of lodge conversions. However, buyer suggestions platforms and person generated content material positively affect GEO.
A number of sources are used like TripAdvisor, Reddit, and social channels to supply solutions. Proceed to ask company to depart evaluations, with out violating any tips. Sustain the posts, movies and shorts on social media.
Whereas Reddit is sourced exponentially in AI, there are a number of lawsuits the place Reddit has claimed that Anthropic continues to entry its platform after allegedly saying it had blocked its bots from doing so.
Even for search engine marketing, key phrases in your meta have had diminished worth over time. Now, we see a deal with what we might name “conversational intent”.
For instance, when writing content material, as a substitute of specializing in “lodge close to Disney”, make it learn like an actual particular person, whereas nonetheless being clear for Google and focused to a selected viewers. The revised copy may be ““For those who’re within the temper for one thing enjoyable whilst you’re right here, try the live performance corridor down the road — they’re placing on a Disney music evening that’s excellent for households and Disney followers of all ages.”
Additionally, lodges can’t hold being all issues to all individuals. Know your target market and personas higher.
The place search engine marketing can get impressions knowledge through Google Search Console, the identical can’t be mentioned with GEO. To not point out, it could be onerous to do with out sharing complete conversations in AI.
Presently, we’re seeing referral site visitors, primarily from ChatGPT and Perplexity, however the quantity of publicity from a lodge through AI is not possible to measure right now. And, since AI is all the time studying, the response it provides at this time could also be totally different tomorrow.
Google SEM (Search Engine Advertising and marketing) campaigns nonetheless carry out effectively. Google isn’t useless.
We’ve got began to see advertisements in Perplexity, and their journey planning function is superior to ChatGPT.
Extra to return!
It’s nonetheless essential for each search engine marketing and GEO. Native search engine marketing and Google my Enterprise supply nice potential in the case of AI Mode in Google, since they presently solely hyperlink out to the Google my Enterprise.
The race to bookings stays unclear. Whereas Google has leaned into MetaSearch to capitalize on income through lodge bookings, AI can’t full lodges bookings YET; this stays a barrier for AI in full journey reserving.
