How to elevate your DMO in the AI search landscape, according to Google

At this year’s Destination International Annual Convention, Google gave a short presentation that was packed with insights for DMOs. 

According to Google’s internal data, more than five trillion searches are performed on the platform each year—and what these searches actually look like is changing every day.

Here are the key things that DMOs need to know about Google’s latest updates and how to integrate your content into the modern search journey. 

Users are changing how they search

Gone are the days of searching with a few keywords. Today’s searches are becoming both more flexible and more complex—and your DMO will need to update your content strategy to keep up.

Google shared that users are increasingly turning to multimedia searches, including using photos and videos in their queries. They also pointed to a trend of longer and more specific searches, especially within Google’s AI mode experience.

For instance, a typical search like “things to do in Nashville” might now look more like “What are some fun, wheelchair-accessible things to do in Nashville for a bachelorette party for women in their 40s and 50s—especially with karaoke?” With more nuanced searches becoming the norm, Google is prioritizing richer and more specific content, like upcoming events, rich multimedia, and unique local experiences.

New AI features are evolving search results

It’s no surprise that Google is using AI to change the search experience. 

The typical search results page looks a lot different than it did just a year ago, thanks to new features like AI overviews and AI modes. These new features are taking content that DMOs already have and displaying them in more engaging and relevant ways for users to discover. 

One of the latest changes is search organized by AI, which groups results together by themes. This new full-page experience takes relevant content from across the web, grouped together by theme and visually displayed together. 

Another important feature is Google’s new AI mode. While AI overviews are designed for simple questions with a straightforward response, Google AI mode encourages searchers to engage more conversationally. 

With AI mode, users can talk, type, take a photo, or upload a video. They can also ask follow up questions, allowing searchers to dig deeper into topics and get more specific. In response, AI mode can build custom itineraries, surface details on upcoming events, and more.

While these features are still being refined, they’re already changing the way people search for travel inspiration and discover your destination.

DMO content needs to be optimized for AI

So how do you make sure that your DMO content is getting included in new AI search features? 

Google says it’s prioritizing outstanding original content that adds value to the travel planning journey. Their goal is to leverage DMO expertise to create a more robust search experience for potential visitors.

Check out some guidelines for how you can balance quality content and technical SEO here.

Here are a few ways that Google says you can help your destination’s content appear throughout Google results, from TikTok videos to blog posts on your website:

1. It’s not enough to have text on your website. You need to invest in quality photos and short form video to make the content more visually compelling.
2. Ensure Google can access your content by using structured data mark up. The correct schemas can help connect your content with more searchers.
3. When it comes to events, be as clear and thorough as possible with all the event details. Make sure to include all the details you can, including whether it’s indoor/outdoor, kid friendly, recurring, etc.

The ultimate goal, says Google, is to enhance the quality of full search experience and help users understand what your destination is all about. 

Users are expecting a lot more from their search experience, and your DMO’s digital content needs to evolve to give them more useful results. An emphasis on visuals, search best practices, and unique local experiences will help your destination’s content rise to the top.

Want to learn more about keeping your destination top of mind and at the top of SEO search results? Let’s talk.