Oct 6, 2025
Cassandra Razzi of Orange 142 led an engaging presentation on Generative Engine Optimization (GEO)—a new approach to improving visibility within AI-powered search tools like ChatGPT, Google Gemini, and Perplexity.
Cassie explained that while SEO and GEO work hand in hand, they are not the same thing. SEO focuses on ranking through links and keywords, while GEO builds authority and relevance across multiple platforms and AI sources. With more travelers using AI tools to plan trips, optimizing for both has become essential.
Best Practices for GEO:
- Reorganize existing content into clear, structured sections (e.g., FAQs, “things to do” by category).
- Use schema markup, metadata, and simple formatting to help AI parse your information.
- Publish authoritative content backed by data, testimonials, and awards.
- Engage on niche forums like Reddit and Quora, which are increasingly used by AI to verify information.
- Maintain accurate, consistent details across your website and social media to avoid misinformation.
Cassie also emphasized the growing importance of inclusive and diverse content. AI learns from the material it’s given, so destinations must ensure their online presence reflects accessibility, inclusivity, and representation—both in language and imagery.
Key Takeaways: GEO builds on SEO but doesn’t replace it. Structure and storytelling enhance AI discoverability, and inclusivity is increasingly driving traveler decisions.
AI technology is evolving rapidly, and NYSTIA will continue to share updates, insights, and best practices to help you stay ahead in this new era of technology.
Huge thank you again to Cassie for sharing her time, as well as everyone who attended! Please see the slide deck for more detail, and the recording above. You can also read the answers to some of the questions asked in the webinar here.
About the NYSTIA Wednesday Webinar Series:
Back by popular demand, NYSTIA is once again hosting a free, weekly virtual workshop series in an informal, "coffee and conversation format. All are welcome to join and send invitations to your friends and colleagues! Each webinar is recorded and archived for post-event access. This season's webinar topics include: the outdoor recreation economy, tech in tourism, generative engine optimization, community branding, digital maturity, sustainable event planning, accessible recreation, & more! Sign Up for Free
Next Week: Attracting and Hosting Sustainably Minded Organizations and Events with Brendan Woodruff from NYS Department of Environmental Conservation. Learn More & Register