Why Optimising for AI Matters More Than Ever
AI tools are quickly becoming the new way travellers discover information. Tools like ChatGPT, Google’s Search Generative Experience (SGE), Microsoft Copilot and Perplexity are changing the way people find places to stay. Instead of clicking through ten blue links, many users now ask AI directly: “What are the best resorts in Cabarita Beach?” or “Which hotels are near Burleigh Headland with free parking?”
According to DataStudios.org, over 40 percent of search queries are now answered directly by AI tools without users ever clicking through to a traditional website. Forbes recently reported that zero-click searches are nearing 60 percent of all queries. And by 2026, organic traffic to websites is predicted to drop by as much as 25 percent as AI assistants become the first point of reference.
This shift means your website does not just need to rank well. It needs to be readable, understandable, and useful to AI tools that summarise and serve up content.
Use AI Friendly Headings That Ask Real Questions
Headings do more than break up text. They help AI tools understand what your page is about. Rather than using vague headings like “Our Location”, try writing in a way that answers what a user might actually search for.
For example:
- Instead of “Facilities,” write: “What amenities are included with your stay?”
- Instead of “About Us,” try: “Who owns and operates this resort?”
This style of H2 and H3 structure makes it more likely that your content will be extracted and featured in responses from tools like ChatGPT, which rely on semantic structure.
Write Answer-First Paragraphs for Better Extraction
If your headings are questions, the first sentence that follows should be the clearest possible answer. Think of it like writing for someone who might only read the first line.
For example: Q: Where is The Beach Cabarita located?
A: The Beach Cabarita is located directly on Cabarita Beach in northern New South Wales, just a short drive from Kingscliff and Byron Bay.
After that first sentence, you can include more descriptive or persuasive language. But starting with the answer helps both AI and readers instantly find value.
Add Summaries and Key Takeaways
Readers are scanning. AI tools are summarising. So make it easier for both by including short “Key Points” sections at the top or bottom of your content.
Some simple formats that work well:
- TLDR: Short overview at the top of a page
- Fast Facts: A bullet point list of features or benefits
- In This Guide: A mini table of contents
These not only help humans skim and decide what to read. They also help AI tools pull concise summaries into their responses.
Include Structured FAQs With Schema Markup
Adding a well-written FAQ section helps address common questions travellers are typing into AI tools. For example:
- Is parking free at this property?
- Do the apartments have ocean views?
- What time is check in?
But to really stand out, structure your FAQ section using FAQPage schema markup. This makes your content eligible for AI snippets in Google and gives other LLMs a better chance of understanding and surfacing your answers.
If you’re unsure how to implement schema, your web developer or SEO partner can help. We’ve made this standard across our own web builds.
Strengthen Internal Links and Semantic Structure
Clear internal linking does more than help human navigation. It helps AI understand your site hierarchy.
Use descriptive anchor text like:
- Read our guide to local restaurants instead of Click here
- Explore family accommodation options instead of generic links
Link between related pages and blogs where relevant. For example, your beach guide blog should link back to your accommodation page.
Keep Your Content Fresh and Maintained
AI tools often prioritise up to date content. If your website hasn’t been updated in years, you’re signalling that your business may not be current.
It’s not just about publishing new blogs. Make sure your service pages, FAQs, and key pages are refreshed at least twice a year. Update descriptions, fix broken links, and reflect seasonal offers or new facilities, and show the date that content was updated.
Google’s SGE and tools like Perplexity crawl sites frequently. Outdated information may be skipped or replaced by competitors who are maintaining their site actively.
What We’re Doing at eTourism
Our development and SEO teams have implemented a new process to ensure all newly created websites are optimised for AI visibility. This includes:
- Structuring headings as real questions
- Writing clear, semantically rich answers
- Including TLDR summaries and takeaway boxes
- Adding FAQPage schema to every FAQ section
- Auditing internal links for clarity
- Running regular content refreshes and backlink checks
These changes are now part of every Boost Direct rebuild and ongoing SEO optimisation.
If you’re already working with us, these updates are likely already underway. If you’re not yet on a performance-based plan, we’re happy to show you how your site stacks up.
Start With a Quick AI Visibility Check
Want to see how your current site performs in AI search? Try this simple test:
- Ask ChatGPT: What are the best places to stay in [your location]?
- Look at what sources are being cited
- Ask: What do you know about [your property name]?
If your site is not showing up, we can help change that.
👉 Book a strategy session and let’s talk about making your content work harder in the age of AI.
Your guests are already asking AI where to stay. Make sure the answer includes you.