noticed an “AI Overview” at the top of your latest Google search, providing a summary of the results, or “Meta AI” generated search queries underneath some Facebook posts. So, in the spirit of staying relevant, we’ve rounded up some SEO tips from experts both within and outside of the industry.
SEO
UX
1. KNOW WHAT YOUR CUSTOMERS ARE LOOKING FOR
Keywords—aka “search queries,” the words and phrases searchers enter into search engines to find content— are crucial in strengthening your website’s SEO. A common mistake for adventure op - erators is to want to be the top search for “aerial parks” or the like. However, if your customers are coming from within a three-hour radius, you don’t need to be top ranked for all aerial park search - es. You do want to be visible, though, when people search “aerial parks in [X location],” for example.
GEO
Gather data. Jean-François Couture, marketing director for The Trekking Group and a 22-year veteran of SEO, advises using keyword search tools to gather data on the words that general Google users are searching for most frequently. Keyword Planner, a free
tool built into Google’s ad platform, is a favorite. He also likes Moz for SEO analysis, and expert Neil Patel provides some good online resources, too.
Once you have an idea of what keywords are most searched, you can start to inte-
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