Five actions you can take today, plus one you can do on your phone right now.
1. Audit your content for AI readability
Look at your top ten pages. Does each one answer a real question a traveller would ask? Or is it marketing copy that sounds good but says nothing specific?
Weak example: “Tasmania’s most magical railway experience.”
Strong example: “A 76-kilometre historic railway journey between Queenstown and Strahan through the Tasmanian wilderness, operating since 1899.”
- Reviewed my top ten pages for specific, factual content
- Removed vague marketing language where it replaces real information
- Added specific details: distances, durations, prices, seasons, locations
2. Check your AI visibility
Open ChatGPT, Claude or Perplexity. Search for your business by name. Ask the kinds of questions a visitor would ask about your experience.
- Searched my business name in at least two AI tools
- Checked whether the information returned is accurate
- Noted anything missing or wrong that needs fixing
3. Invest in first-party data
Your own website search logs tell you exactly what your visitors are looking for and not finding. This is one of the best content roadmaps available to you.
- Checked my website’s search analytics (or asked my web developer to)
- Identified at least three questions visitors are searching for that I haven’t answered
4. Think agent-friendly
Structured data and clean, well-organised content help both human visitors and AI systems understand what you offer.
- Checked that my website loads quickly
- Confirmed my pricing, availability and location information is current
- Asked my web developer whether structured data (schema markup) is in place
5. Own the AI experience
Don’t let an OTA or a hallucinated blog post be the authoritative voice on your own experience. Strengthen the sources AI actually trusts.
- Checked my Wikipedia entry, if one exists, for accuracy
- Checked my Wikidata listing, if one exists
- Reviewed my ATDW (Australian Tourism Data Warehouse) listing, since this feeds many DMO sites
- Reached out to my Tourism Tasmania about being included in PR
The +1: Fix your Google Places listing
This is the single highest-leverage, lowest-cost thing you can do, and it takes two minutes.
Open Google Maps or search your own business name on Google right now and check:
- Hours are correct, including public holidays
- Category is accurate, not a generic default
- Top photo represents your experience well
- Description is current and specific
AI tools pull heavily from Google Business Profiles for local discovery. A complete, current listing can appear in AI answers even when your website doesn’t rank. A stale listing can disappear from AI answers entirely.
Want help with any of this?
Ionata builds websites and digital experiences for Tasmanian tourism operators, including West Coast Wilderness Railway, winner of the 2026 Diemen Award for Best Website.
If you’d like a second set of eyes on your website, your content, or your AI visibility, get in touch.