GEO for DMOs: how Generative Engine Optimization changes the SEO game

The way people search online is changing ... fast. With the rise of generative artificial intelligence (AI) tools like ChatGPT and Google’s AI Overviews, traditional search engine optimization (SEO) is no longer the only player in the game. Instead, Generative Engine Optimization (GEO) is emerging as a critical strategy for visibility in an AI-first search landscape.

GEO focuses on optimizing content to be easily understood and extracted by AI-driven search engines and large language models (LLMs). Unlike traditional SEO, which focuses on ranking web pages, GEO aims to ensure content appears within AI-generated responses and is used as a source for those responses. This involves optimizing content clarity, context, and technical aspects of a website to improve visibility in AI search results.

There are two major drivers behind the shift from SEO to GEO:

• AI is reshaping search results, often summarizing content directly on the search page.
• Users are beginning their search journeys with AI tools, asking questions and getting answers through conversational prompts rather than typing keywords into a search bar.

For destination marketing organizations (DMOs), this means travelers are discovering destinations, planning itineraries, and making decisions without ever clicking through to a traditional website. Instead of Googling “things to do in Asheville,” they’re asking AI tools to “plan a romantic weekend in New England” or “find the best family-friendly hikes near Sedona.” These AI-generated answers are shaping travel decisions — and if your DMO’s content isn’t optimized for generative engines, you’re missing out.

Don’t fret — this blog will help. Read on for practical tips specifically for DMOs.

Stats that speak for themselves

Before we dive in, here are some pressing stats to consider:

• 71.5% of users report using AI tools for search (Search Engine Land).
• Up to 65% of search engine results pages (SERPs) are now dominated by AI overviews and snippets, making traditional listings more competitive.
• Zero-click searches are on the rise — AI overviews reduce clicks but still offer visibility (SEMrush).
• 42% of consumers use generative AI for shopping guidance, a trend that directly impacts DMO partners (Wall Street Journal).
• ChatGPT alone processes one billion searches per week (Wall Street Journal).
• 80% of consumers rely on AI summaries for at least 40% of their searches, reducing traditional website clicks by up to 25% (Bain & Company).

Unlike traditional search engines that rank pages based on keywords and backlinks, AI-driven search tools compose answers from multiple sources to deliver conversational, context-heavy responses.

According to SEMrush, 75% of AI-generated content is pulled from the top 12 search results, meaning your content must be both high-ranking and highly relevant to be included. DMOs must now think beyond keywords and start optimizing for questions, context, and quality.

Key GEO strategies for DMOs

1. Content is still king

AI tools rely on high-quality, informative content to generate answers. To increase your chances of inclusion, focus on depth and authority. Align with Google’s “Experience, Expertise, Authoritativeness, Trustworthiness” (EEAT) framework and use structured content to help AI understand context.

2. Write for questions, not just keywords

AI tools thrive on natural language. Instead of optimizing for “best beaches Florida,” write content that answers questions like, “What are the best hidden beaches in Florida for couples” and “Is there a quiet beach near Destin for families?”

Additionally, use FAQs, conversational headers, and anticipate the intent behind travel-related queries.

3. Use structured data and schema markup

Structured data helps AI tools pull and synthesize accurate responses. Implement schema for topics like events, attractions, hotels, and restaurants. If you’re a Simpleview SEO client, this is already handled for you. Otherwise, tools like Schema.org and Google’s Rich Results Test can help.

4. Build authority and clarity

AI favors clear, trustworthy content. To boost your chances, try to cite reputable sources, use cluster content to build topical authority (e.g., a series on local food tours), and keep formatting “answer-ready” with bullet points, short paragraphs, and pull quotes.

5. Showcase local expertise and unique value

AI tools prefer unique perspectives over generic travel copy. Try highlighting local voices and guides, as well as hidden gems and off-the-beaten-path experiences. Show off what makes your destination different and unique.

Practical tips for DMOs

Our digital marketing experts have done some of the heavy lifting for you. Here are content formats that perform well in AI search:

• Itinerary-style blogs: “3 Days in Asheville for Food Lovers”
• Top 10 lists: “Best Hidden Beaches on the Gulf Coast”
• Travel Q&A pages: “When is the best time to visit X?”
• Niche, natural language topics:
  • “Best family tours in Broome with wildlife”
  • “Is there a gluten-free bakery in Daylesford?”
  • “What’s the easiest reef snorkel tour from Cairns for kids?”

To audit your content for AI-readiness, start by reviewing your top-performing pages to ensure they are clear, well-structured, and easy to navigate. Identify and address any gaps in niche or long-tail content to capture more specific search intent and improve overall content coverage. For more of our expert advice — check out AI for DMOs.

AI search is still evolving, but DMOs don’t have to wait to adapt. By focusing on clarity, structure, and intent-driven content, you can ensure your destination remains visible in the age of generative search.