SEO Is Changing. Here’s 7 Ways Tourism Brands Can Stay Visible in a Zero Click Search Economy

The way people plan trips has changed dramatically, and it’s happening faster than most of us expected. Not long ago, someone would Google something like “best things to do in Perth,” click through a handful of websites, and piece together their itinerary from there. Now, they’re getting the answer instantlyl, before they even click on a link to a website.

AI overviews, ChatGPT, and Google’s AI Mode are doing the heavy lifting, often delivering full recommendations without a single click. Travellers can ask follow-up questions, refine their plans, and even build entire itineraries in one place. No tabs. No deep dives. Just answers.

This shift is what’s known as zero-click search, and it’s already starting to impact website traffic. Gartner predicts traditional search traffic could drop by 25 percent, and many businesses are seeing click-through rates fall by around 30 percent.

But this isn’t all bad news.

The opportunity hasn’t disappeared, it’s just evolved. Instead of competing with these tools, the focus now needs to be on showing up within them. Being the source they trust. The brand they reference. That means your website isn’t just for people anymore.

It needs to work for two audiences:

• Humans, who still want inspiration, storytelling and ease of use

• Machines, specifically generative AI, which are pulling and summarising your content

This is where Generative Engine Optimisation (GEO) comes in.

The most effective approach right now is not choosing between SEO and GEO, but combining both. Making sure your content is still discoverable in search, while also being structured in a way that AI tools can understand, trust and surface. This shift might feel a little uncomfortable, but it’s also a huge opportunity for tourism brands to rethink how they show up online and stay front of mind in a rapidly changing landscape.

7 simple ways to start optimising for GEO today

If you’re a small business or tourism operator, the good news is you don’t need to overhaul everything. Here are a few smart tweaks and quick wins that can make a real difference, and shift your pattern of thinking to prioritise GEO as much as you do SEO.

1. Answer real questions clearly

Think about what your audience is actually asking, in terms they're likely to use when researching online. “Is this worth visiting?” “How long do I need?” “What’s the best time to go?”Create content that answers these questions directly, in plain English. AI tools love clear, helpful answers with lots of detail. A strong FAQ page or blog posts geared to commonly asked questions is a great place to start.

2. Structure your content properly

Use headings, short paragraphs and bullet points where it makes sense. This makes it easier for AI (and humans) to scan and understand your content quickly. If your website structure is sound, it's easier for the bots to navigate and pull information from.

3. Be specific, not generic

Instead of talking about your “beautiful coastal destination,” say what actually makes it special. For example: “Family-friendly snorkelling, calm waters, and easy access just 1 hour from Perth.” Using specific details, anchored in key search terms like family friendly and locations like naming the local town, are more likely to be picked up and reused.

4. Keep your content fresh

Outdated information is less likely to be trusted or surfaced. Regularly update blogs, landing pages and key info like opening hours, pricing and seasonal tips. This has always been the case with SEO, but also through GEO.

5. Build authority through consistency

The more you consistently talk about your niche or destination, the more likely you are to be recognised as a trusted source. This includes your website, blog and even your social content. Pick your niche and stick to it.

6. Get your basics right across platforms

Make sure your business info is consistent everywhere, from your website to Google Business Profile and social channels. AI tools cross-reference this information, so accuracy matters.

6. PR is even more important

As well as making sure your website is up to date, ensure any partner listings and sites are also correct and match your business information. AI draws from multiple sources, especially those with higher ranks. In addition, this means reliable media sources, blogs and articles also rank highly, so focus on your partnerships and PR opportunities to increase your visibility.

If you’re looking to get ahead of this shift and make sure your digital marketing is working harder for you, this is exactly the kind of thing we help our clients with every day at Wanderlust Communications. Get in touch today to find out how we can help!