Travellers are turning to AI for answers
What I do
Understand your AI visibility
Discover how AI understands your brand and where to improve.
Content optimisation
Strengthen your website, campaigns and digital content for AI Search.
Measure your progress
Track how your brand is described and recommended across AI platforms.
Equip your team
Practical workshops that help teams prepare for AI Search.
A few recent projects
FAQ
Common questions about AI Search
Clear, practical answers to help you understand how AI is changing travel discovery - and what you can do about it.
What is AI Search?
AI Search is changing how people discover destinations, hotels and experiences. Instead of browsing through pages of search results, travellers are increasingly asking platforms like ChatGPT, Gemini and Perplexity for personalised recommendations. You may also come across the terms AEO (Answer Engine Optimisation) and GEO (Generative Engine Optimisation). I use AI Search as an umbrella term because it better reflects the broader shift in how people discover information through AI.
What's the difference between AI Search, AEO and GEO?
AI Search is the broader shift towards people using AI to discover information. AEO (Answer Engine Optimisation) focuses on optimising content so AI can answer questions accurately, while GEO (Generative Engine Optimisation) focuses on improving how generative AI models understand and recommend your brand. The terminology is still evolving, but they all share the same goal: helping your brand become part of the answers AI provides.
How can I optimise my website for AI Search?
Optimising for AI Search isn't about trying to rank in AI. It's about making it easier for AI to understand your brand and trust the information it finds. That means strengthening your website, improving structured data, creating content that answers real traveller questions, and ensuring your brand is described consistently across your digital ecosystem.
How does AI decide which brands to recommend?
AI builds an understanding of your brand by combining information from multiple trusted sources, including your website, reviews, articles and other content across the web. The clearer and more consistent those signals are, the more likely your brand is to become part of the answers and recommendations travellers receive.
Why isn't my brand being recommended by AI?
There isn't one simple answer. Sometimes AI doesn't have enough information about your brand. Sometimes the information is inconsistent or outdated. And sometimes your competitors simply have a stronger digital footprint. Understanding how AI currently describes your brand is the first step towards improving your visibility.
How do I know what AI thinks about my brand?
The easiest way is to ask it but one answer rarely tells the full story. I analyse how different AI platforms describe your brand, what sources they rely on and where there are gaps or inconsistencies. That creates a much clearer picture of how AI understands your business.
What does an AI Visibility Audit include?
An AI Visibility Audit gives you an overview of how AI platforms currently understand and recommend your brand. It looks at your website, the wider digital ecosystem and the signals influencing AI's responses. You'll receive practical recommendations that help strengthen your visibility and make it easier for AI to accurately describe and recommend your brand.
Does AI Search mean SEO is no longer important?
No. SEO remains an important foundation for visibility online. A well-structured website, clear content and strong technical SEO all help AI understand your brand. The difference is that AI also looks beyond your website, drawing on trusted third-party sources and other signals when generating recommendations. Rather than replacing SEO, AI Search builds on it.
Curious how AI talks about you?
Drop your email, and I'll send you a short first look at how AI describes your brand.
