Top 10 Tips for Creating SEO Content in the Age of AI - for Tourism Businesses

Search is changing.

For years, SEO focused on ranking highly in Google search results. Today, businesses must also consider how their content is interpreted, summarised and recommended by AI-powered tools such as ChatGPT, Gemini, Claude and Microsoft's Copilot.

These Large Language Models (LLMs) are increasingly influencing how people discover destinations, attractions, products and services. Rather than clicking through multiple search results, users are asking AI assistants direct questions and receiving curated answers.

The good news? Many of the principles of great SEO still apply. However, there are some important adjustments that can help your content perform better in both traditional search engines and AI-powered search experiences.

Here are ten practical tips to help your content stand out.

1. Write for Questions, Not Just Keywords

Traditional SEO often focused on individual keywords. AI models are designed to understand natural language and conversational queries.

Instead of targeting a phrase like "Yorkshire attractions", consider the questions visitors might ask:

• What are the best family attractions in East Yorkshire?
• What can I do in Hull on a rainy day?
• Where should I stay near the Yorkshire coast?

Creating content that directly answers real-world questions makes it more likely to be surfaced by AI tools.

2. Demonstrate Real Expertise

AI systems increasingly prioritise content that demonstrates expertise, experience, authority and trustworthiness.

Share:

• First-hand knowledge
• Local expertise
• Industry insights
• Original research
• Case studies

Generic content is easy for AI to generate. Authentic expertise is much harder to replicate and therefore more valuable.

3. Use Clear Headings and Structure

AI models find it easier to understand well-structured content.

Use:

• Descriptive H1, H2 and H3 headings
• Short paragraphs
• Bullet points
• Numbered lists

Clear organisation helps both readers and AI systems identify key information quickly.

4. Answer the Main Question Early

Don't bury your most important information halfway through an article.

Provide a concise answer near the beginning and then expand on the details.

This approach helps both human readers and AI systems extract useful information efficiently.

5. Create Topic Clusters

Rather than producing isolated blog posts, build a collection of related content around key themes.

For example, a tourism organisation might create content covering:

• Family attractions
• Walking routes
• Heritage sites
• Food and drink experiencesSeasonal events

This h

elps establish authority on a subject and creates stronger connections between pages.

6. Include Original Data and Insights

AI models are trained on existing information. What they cannot easily replicate is your unique perspective.

Consider publishing:

• Visitor statistics
• Survey findings
• Local market trends
• Event attendance figuresBusiness success stories

Original content is more likely to earn backlinks, citations and visibility.

7. Write Naturally

One of the biggest mistakes people make when using AI tools is over-optimising content.

Avoid:

• Keyword stuffing
• Repetitive phrases
• Unnatural language

Write as though you're speaking directly to your audience. If a sentence sounds robotic, rewrite it.

The best-performing content often sounds the most human.

8. Add Context and Specific Details

AI models prefer content that is rich in context.

Instead of writing:

"Visit our beautiful region."

Write:

"Hull and East Yorkshire offers over 50 miles of coastline, award-winning museums, historic market towns and a thriving food scene."

Specificity helps AI understand exactly what makes your content valuable.

9. Keep Content Fresh

AI-powered search systems often favour up-to-date information.

Review content regularly and update:

• Statistics
• Opening times
• Event information
• Industry trends
• Local developments

Fresh content signals that your information remains relevant and reliable.

10. Think Beyond Search Engines

Increasingly, your audience may discover your content through AI assistants rather than directly through Google.

Ask yourself:

• Would an AI confidently recommend this page?
• Does it provide a complete answer?
• Does it demonstrate expertise?
• Does it contain unique value?

If the answer is yes, you're creating content that is likely to perform well regardless of how search evolves.

The Future of Content is Human-Led, AI-Assisted

AI is transforming how people find information, but it is not replacing the need for great content.

The organisations that succeed will be those that combine human expertise, creativity and local knowledge with the efficiency that AI tools can provide.

Whether you're promoting a tourism destination, running a visitor attraction or marketing a hospitality business, the goal remains the same: create content that genuinely helps your audience.

Do that consistently, and both search engines and AI assistants will have a reason to recommend you.