AI’s Impact on Google Search Results — And Why VRMs Should Care

In case you missed it, Google has recently made an aggressive push into AI, significantly impacting how search results are displayed. One major change is the introduction of Google AI Overviews, a large section at the top of search results that provides an AI-generated summary of relevant information.

The issue with these AI-driven search features is that they reduce visits to the original websites where the information comes from. Some industries have been impacted more than others, and travel is one of the biggest industries recently impacted.

Certain categories of content have been impacted the most. By far, the most impacted has been informational content, which is content that serves to provide information, like:

• 10 Things to Do in [Destination]
• How to Get to [Location]
• When is the Best Time to Go [Location]
• What to Pack for a Trip to [Destination]
• How Much Does It Cost to Visit [Place]
• How to Use Public Transportation in [City]
• Hidden Gems to Explore in [Destination]

Short-Term Strategies to Respond to the Rise of AI in Search Results

So, now that you understand the impact of AI on search results in the travel industry, the question remains… What can you do to guarantee the long-term success of your holiday rental business? There are two main strategies to consider in the short term.

1. Optimize All Current Content for AI Overviews

Magnetic Strategy can conduct an audit of your current content to ensure it aligns with best practices for inclusion in AI Overviews, make necessary adjustments, and create new content that follows these guidelines. This could include:

• Reformatting blogs for scannability (headings, bullet points, clear takeaways).
• Adjusting language to match user-friendly, conversational search queries.
• Optimizing metadata and structured data for AI interpretation.
• Identifying content gaps or opportunities based on emerging AI search trends.
• Ensuring content reflects Experience, Expertise, Authoritativeness, and Trustworthiness (EEAT) to strengthen credibility and ranking potential.

2. Conversion Rate Optimization (CRO)

CRO is the practice of improving your website’s ability to turn visitors into customers, whether that’s filling out a form, making a purchase, or signing up for an email newsletter. As AI-driven search changes how people find and engage with your site, ensuring that your website effectively converts traffic into vacation rental guests is more important than ever.

Magnetic Strategy can identify opportunities to improve conversion performance through:

• Auditing key landing pages and user flows to remove friction points.
• Improving calls-to-action (CTAs) for clarity, relevance, and placement.
• Enhancing page layouts and design for better usability and engagement.
• Testing headlines, copy, and visuals to increase conversions.
• Optimizing site speed and mobile experience.
• Leveraging data and user behavior insights to inform ongoing improvements.

A strong CRO ensures that even if traffic patterns shift due to AI search, your website is built to maximize the value of every visit and convert visitors into vacation rental guests.

Long-Term Strategies to Respond to the Rise of AI in Search

In addition to the short-term strategies that can be implemented immediately to respond to AI’s growing influence on search, you will also want to consider implementing one (or more) long-term strategy to diversify your traffic sources for long-term success.

Though the best long-term approach will depend on your specific goals, resources, and preferences, here are a couple of strategies to explore based on current trends:

1. Embrace Video Content

• Video content is becoming increasingly important in search results, especially for travel-related queries.
• Younger generations are already using social video platforms (such as TikTok, Instagram, etc.) more than they are using Google.
• Video content can be created in long-form (like YouTube Videos) or short-form (like TikTok or Instagram Reels).
• These platforms may become your primary driver of traffic in the future.
• Video content can be repurposed from blog content, and topical keywords can serve as a roadmap to guide video creation.

2. Explore Alternative Channels (“Parasite SEO”)

User-generated content has received a huge boost in Google rankings over the last 1.5 years, and Reddit (the online forum) has by far been the biggest winner. The graph below illustrates Reddit’s unprecedented growth, and Google has inked a $60 million deal with Reddit to enable the training of its AI on the platform. 

One SEO strategy to increase traffic is to infiltrate local “subreddits” for specific locations and build a presence featuring your vacation rentals. It’s a form of “parasite SEO” or publishing content on other sites that have a better chance of ranking.

This Reddit response gives an idea of how users look at Reddit:

I get most of my best recs off reddit honestly. Instagram’s fine for “insta-worthy” spots but for food, fun and interests the Reddit nerds know where it’s at. Also good to look in the subs for those actual cities/places where locals post, as opposed to just the tourist subs.

As a starting point, you could create an account on Reddit to provide local expertise and have a profile with details about your vacation rental manager website. 

3. Build a Brand & Invest in Digital PR

AI will increasingly favor trusted brands and authoritative sources over lesser-known websites, especially in competitive industries such as travel and hospitality. Spots for citations in AI Overviews may be limited, meaning brands with strong reputations and visibility across the web will have an advantage.

Practically, this means that building a brand and establishing a presence across platforms and directories that travelers turn to and trust is more important than ever. Tactics can include:

• Developing thought leadership content that positions your brand as one of the experts in the local travel and hospitality industry.
• Pursuing digital PR opportunities, such as getting featured in travel roundups, local news stories, podcasts, or collaborating with influencers and creators.
• Getting listed in relevant directories — both industry-specific (travel, hospitality, vacation rentals) and local (tourism boards, local business directories, city guides). These citations help establish trust signals for AI search and increase your chances of being referenced in AI Overviews.
• Fostering partnerships with local tourism boards, chambers of commerce, visitor bureaus, and local events to increase exposure and credibility.
• Encouraging guest reviews and testimonials on trusted third-party platforms, such as Google, TripAdvisor, Yelp, or niche travel review sites.
• Maintaining brand consistency across all platforms — this includes your Google Business Profile, social media accounts, website, and directory listings. Consistent NAP (Name, Address, Phone Number) information is essential for local SEO and AI-driven results.

Is SEO Marketing Still Worth It? (Spoiler: Yes)

For years, SEO has been one of the most effective ways for vacation rental businesses to generate leads and drive sales. In fact, for many, it’s been the most important marketing channel. While SEO may not be as easy or profitable as it once was, it’s still a strong and reliable way to attract customers. It’s gone from being “ultra-lucrative” to “just lucrative.” 

And consider this… while you may be getting reduced traffic, it’s possible that the traffic you are receiving is more relevant and has a higher intent to book one of your vacation rentals. Data shows that those who click through AI overviews are more interested in going deeper into the content. Getting 500 users to your website today may be like getting 1,000 users a year ago — meaning conversion rates will be important to monitor. 

A Deeper Dive into the Trends Shaping the Future

For those curious about the details shaping AI’s transformation of search, here’s a look at some of those trends that underscore how rapidly things could be changing:

Legal Challenges to AI Training

• Google, OpenAI, and other AI companies are facing copyright lawsuits over the unauthorized use of content for AI training purposes.
• Small publishers are increasingly pushing back against the current use of AI.
• Court outcomes could reshape AI development practices.

Government Scrutiny & Antitrust Action

• In 2024, a federal court ruled that Google holds an illegal monopoly in the search and digital advertising markets.
• The DOJ is pursuing penalties and potential structural changes to Google.
• Google’s global search market share dropped below 90% for the first time since 2015.
• Rising competition from AI-first companies is accelerating market disruption.

Concerns Over AI Training Data & Content Sustainability

• AI relies on high-quality content (blogs and articles) for training.
• The unauthorized use of publisher content without compensation risks slowing the production of fresh content.
• AI models may become outdated or overly generic due to a lack of fresh data.

Future Outlook for Search & Publishing

• Expect major shifts in search and publishing dynamics.
• Legal and competitive pressures may force tech companies to adopt more publisher-friendly practices.
• Potential for a more equitable environment for businesses creating content.

What’s the Action Plan?

Vacation rental managers can prepare for the changing AI landscape by taking the following steps:

• Select the short-term strategies that best align with your business goals and implement them as soon as possible.
• Begin exploring long-term strategies that can diversify your traffic and develop a plan to implement them over time. Commit to at least one long-term strategy to build for the future and ensure the success of your vacation rental business.
• Be prepared for volatility — AI-driven changes in search are happening quickly and may result in sudden drops or unexpected traffic increases.
• Stay flexible — continue investing in blogging and SEO content, but remain open to testing new channels and content formats as the search landscape evolves.

To implement an SEO plan that can compete with the rapidly shifting AI landscape and guarantee the long-term success of your short-term rental business, turn to Magnetic Strategy.

Contact us to get started!