Podcast: SEO Isn’t Dead AI Just Changed the Rules

Listen to the episode

Host

Rebekah Costley, Marketing Project Manager, Community, FareHarbor

Guests

Ann Smarty, Co-CEO of Smarty Marketing
Christopher, Manager of Digital Marketing, FareHarbor

Episode overview

AI tools like ChatGPT, Google AI Overviews, and conversational search are changing how travelers discover experiences. Despite the added discovery tools, one thing stays the same. Search is still the foundation of online visibility.

In this episode of Growth Powered by FareHarbor, host Rebekah Costley sits down with Ann Smarty, Co-CEO of Smarty Marketing, along with FareHarbor’s Digital Marketing Manager, Christopher, to break down what AI actually means for tour and activity operators.

The key takeaway is simple. SEO is not going away. What is changing is how visibility works. It now spans Google search, AI-generated answers, review platforms, maps, and your own website.

Key takeaways for operators

Search is expanding beyond rankings and clicks

SEO still matters because AI tools rely on search engines to find and validate information.

Platforms like ChatGPT often pull from Google results when they need additional context. That means your visibility in search engines plays a role in whether AI tools can find your business.

What is changing is where that visibility shows up. Travelers may now discover you through AI answers, map suggestions, or curated recommendations. Your reach is no longer limited to a list of blue links.

Your website is still part of how customers find you

Your website is not just a place to book. It is part of how your business gets discovered.

AI tools look for clear and structured information. They want to understand what your experience is, who it is for, and why it is worth recommending. If your content is too generic, it becomes harder for those tools to interpret.

Detailed pages make a difference. When you clearly explain your activity, your audience, and your itinerary, you give both search engines and AI tools better signals to work with.

AI tools research like real travelers

AI systems do not just match keywords. They follow a process that looks a lot like how a traveler plans a trip.

They start by finding options. Then they compare those options across different platforms. Finally, they validate those options using reviews and reputation.

This is why platforms like Reddit, Google Maps, and review sites show up so often in AI-generated answers. They provide real opinions and experiences that help confirm what is worth recommending.

Reviews and real content carry more weight than ever

Reviews are part of how AI decides what to recommend.

After identifying options, AI tools often look for signals that confirm quality. Strong reviews and consistent feedback help your business pass that test.

Authenticity matters as well. Real photos, real customer experiences, and honest feedback are more valuable than overly polished or staged content.

Encouraging customers to leave detailed reviews can improve how your business appears across both search and AI-driven discovery.

Specific content helps you show up in more searches

Generic content limits your reach. Specific content expands it.

Many operators still rely on short descriptions. That leaves important details out. AI tools perform better when they can connect your experience to specific traveler needs.

That includes:

• Who your experience is best for
• What happens during the activity
• Seasonal events or special offerings
• Unique features or partnerships
• Pages tailored to different audiences, such as families or couples

This level of detail helps match your experience to the right customer at the right time.

Where FareHarbor fits in this shift

As discovery evolves, your website plays a bigger role in how you get found.

FareHarbor Websites are built specifically for tour and activity operators. They combine website experience, SEO, paid traffic, and conversion tools in one place.

FareHarbor helps operators structure their content so it is easier for AI tools to understand and use. This includes:

• Clear descriptions, FAQs, and policies
• Pricing and availability presented in a readable format
• Content published directly on your own domain

FareHarbor has also introduced llms.txt generation across its website network, helping large language models better interpret and reference your content.

The goal is not to chase the latest AI buzzword. It is to make your content clear, detailed, and structured so both travelers and AI tools can understand it.

FareHarbor Sites can also support operators who already work with marketing partners. It does not need to replace your team. It can strengthen what you are already doing.

Related reading from FareHarbor:

• From SEO to AIO: What AI-optimized websites can do for your business
• Unlocking SEO success with FareHarbor Sites: Why proactive audits matter
• 5 reasons top operators are switching to FareHarbor Sites

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