AI

  • How AI Mode may affect Travel companies

    The way travellers connect with travel brands is changing fast. The travel sector has faced disruption from Google for a number of years. Special SERP features such as the Flights and Hotels modals, and more recently AI Overviews, have created upheaval for travel SEOs. When coupled with increased adoption of other LLMs and AI platforms, […]

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  • The future of Google is AI-driven and Agentic

    It wasn’t a hard call to guess the main topic of Google I/O 2025. Given Google’s need to hold a completely separate event for all of its Android news, I expected the I/O Developer conference to be AI-heavy, and it was. While Gemini 2.5 and AI Mode are the headline takeaways, the focus for me […]

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  • How to track referral traffic from AI platforms & LLMs

    Google may still reign over traditional search, but artificial intelligence (AI) is quickly emerging as a formidable challenger. AI-powered search delivers faster, more specific answers to users’ queries, with less effort than conventional search engines require. As a result, a new kind of website traffic has emerged: AI referral traffic. AI referral traffic is website […]

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  • How AI is disrupting the traditional marketing funnel

    AI is moving into our digital world faster than anything we’ve seen before. Adoption is growing rapidly, much faster than older technologies ever did. This growth looks different depending on the industry or audience, but the trend is clear: AI is changing how people find information and connect with brands. This shift means we can’t […]

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  • Do LLMs favour bigger travel brands for travel queries?

    Historically, Google has rewarded authenticity and consistency over time, leading to what some might call a “big brand bias”. Google often rewarded large, established brands with a track record of reliability by giving them greater visibility. However, this trend seems less apparent in the new age of AI-driven tools like ChatGPT, Copilot, and other large […]

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  • What Is Generative Engine Optimisation (GEO)?

    With the rise of generative AI tools like ChatGPT, Gemini, and Perplexity, consumers are increasingly relying on generative AI engines to research topics, ask questions, and create content. Even traditional search platforms like Google are integrating generative AI features, slowly introducing these innovations at a gradual pace to users as the mass market becomes more […]

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  • The Impact of AI Overviews on the SaaS User Journey

    The landscape of search engine results pages (SERPs) has changed significantly in the past year, driven by the rise of generative AI and user-driven platforms like Reddit and Quora. These shifts are forcing businesses to rethink how they compete for attention online, especially in the SaaS space. One major element in this evolution is the […]

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  • How Meta & TikTok are changing travel planning and discovery

    In the competitive travel industry, organic traffic through SEO is a crucial driver of current and potential visitors for most travel businesses. With the industry’s value at approximately $9.5 trillion in 2023, it’s attracted the attention of major tech leaders like Google and Meta. These companies aim to capture a larger share of this profitable […]

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