Visible in Google and ChatGPT during the AI Era
In recent months, a great deal has been written about the development of AI for SEO. At Booking Boosters, we have also noticed an increase in questions from our clients on this topic. This makes perfect sense, as you want your website to be easily discoverable in tools like ChatGPT. Therefore, this is a good moment to briefly share our vision on “GEO” (Generative Engine Optimisation) with you. We have observed several striking trends within Google AI Overviews and LLMs (Large Language Models such as ChatGPT, Gemini, or Copilot).
Sources with authority and brand awareness win
Just as with SEO, if your website has a high authority score or strong online brand recognition, the chances of visibility in LLMs increase. This authority is determined, among other things, by strong backlinks—otherwise known as link building. Links from reliable websites that are authorities in their own fields provide significant value for both SEO and GEO.
In addition to the somewhat abstract concept of "SEO value", this also brings in potential traffic and customers. This is what Booking Boosters considers qualitative link building. This, in turn, contributes to brand awareness, also known as Brand Mentions. Whether it includes a backlink or not, being mentioned remains a crucial part of your organic visibility.
Independent sources
We are seeing that "independent" sources, such as holiday blogs or comparison sites, are particularly visible in LLMs. A holiday park or campsite is often mentioned by name in the answer, but the underlying source is a link to an independent party.
This is partly because these sites have high authority, and partly because they provide a more objective answer than a park would provide about itself. Therefore, collaborating with parties such as affiliates and influencers remains essential, even with the advent of GEO. And do not forget the role of social media in this process.
Content remains paramount
Content that answers a specific question is picked up well by LLMs. We call this “citable content”. At Booking Boosters, we anticipate this by first conducting extensive keyword research to map out the entire search demand. We then write new content or rewrite existing content.
This is something we have always done for SEO, but we are now increasingly including informational search intents. We do this because we want to provide more answers to more questions regarding a specific topic. We call this creating and expanding “Topical Authority”.
Zero-Click search queries
With the rise of AI Overviews in Google, we see a growing trend: Zero-Click search queries. LLMs and AI Overviews often provide the answer directly (e.g., "Does holiday park X have an indoor pool?"), meaning the user no longer needs to click through to the website. The answer is already displayed on the search engine results page.
Is it a problem if people no longer click through?
The short answer: No, provided your brand is the source. If a potential guest asks a question like “What is the most child-friendly park on the Veluwe with an indoor pool?” and your park appears as the definitive answer, a crucial marketing interaction occurs. The guest gets exactly what they are looking for and links that positive experience directly to your brand name. This builds preference for the moment they are ready to book. A "zero-click" is therefore often the first step towards a later, direct search for your website.
Structured data
Structured data is extra machine-readable context that you add to your HTML. This is important for both SEO and GEO because it provides more context to a search engine. It links the content to entities (brand, type of accommodation, facilities) and helps identify relationships between your content and the search query more quickly.
This structured data has already been added to all websites operating on the Booking Experts CMS. However, there is still room for improvement, such as more specifically detailing available facilities and accommodation types. Our SEO and Product teams are currently working on this further refinement.
Conclusion
Strong marketing = Strong SEO = Strong GEO. Naturally, there are nuances in how Google determines its rankings compared to ChatGPT, but fundamentally, we believe it works the same way. Focusing on content quality, a technically sound website, establishing genuine partnerships, and building strong brand awareness will increase your visibility and ensure long-term sustainability.
Want to be the answer ChatGPT gives? > From high-quality link building to expert structured data, we’ve got the tools to give your brand the boost it deserves.