Thanks for joining us for the OneWest Webinar – Discovered, Not Clicked – Destination Marketing in a Zero-Click World
If you’re here, odds are you are looking for those handy resources that were mentioned to help you out.
Interested in downloading the full presentation? Simply send us a note at info@blacktruckmedia.com and we’ll happily pass that along to you.
The New Front Door: AI Search & Zero-Click Discovery
Search behavior has changed. Generative AI tools like Google’s AI Overviews and ChatGPT are answering user queries without sending traffic to your site. We explored:
- Why clicks are disappearing — and why that matters
- What travelers now see instead of your homepage
- The shift from search engines to answer engines
How AI Describes Your Destination
AI is already summarizing your destination across the web. But is it accurate? We explored:
- Where AI platforms pull their information from
- The importance of structured content and third-party sources
- How to influence summaries without full control
Owning Your Brand Voice in AI
Generic gets ignored. Distinct gets quoted. This section we covered a framework for:
- Defining a consistent, AI-friendly brand voice
- Structuring destination language to stand out in summaries
- Aligning your voice across channels, from your site to social profiles, to your Google listings
Auditing Your AI Presence
Before you can improve visibility, you have to assess it. We explored methods for:
- A self-audit process for checking AI-generated results
- What to look for: citations, accuracy, tone, freshness
- Tools to monitor how you’re showing up in AI today
Preparing for an AI-First Future
We wrapped everything up with helping you shift from a reactive to proactive strategy. Doing so starts to shift your focus on the following:
- Quick wins (FAQs, metadata, brand refreshes)
- Mid-term strategies (schema, partnerships, content hubs)
- Long-term mindset shifts (GEO/AEO, internal training, team alignment)
