Conversational AI is Changing The Game For Local SEO and Travel SEO
By Gabrio Linari, Last Updated on 13 September 2025
What is Conversational AI?
Conversational AI refers to technologies like chatbots and virtual assistants that interact with users through text or speech. It leverages advanced Natural Language Processing (NLP), Machine Learning (ML), and deep learning algorithms to enable machines to understand, process, and respond in a human-like manner. From simple customer service bots to sophisticated voice-based systems like Alexa and Google Assistant, Conversational AI is rapidly transforming industries, offering personalized experiences and efficient interactions.
For a deeper dive into NLP technologies, explore resources like the Google AI Blog and publications from OpenAI, both of which provide cutting-edge insights into how language models are advancing and being used across industries.
Conversational AI has found significant applications in various domains, including customer service, e-commerce, and SEO. This article explores how Conversational AI is revolutionizing local SEO and travel SEO, providing businesses with new opportunities to connect with customers in more meaningful ways.
If you’re running a travel business or a local company, like a boat rental service in Key West, you’ve likely felt the squeeze on your search rankings over the last couple of years. You may be thinking, “We were ranking well, what happened?” The truth is, SEO isn’t what it used to be. It’s evolving at a rapid pace, and ignoring these changes could leave your business stuck on page 4 of Google, waving goodbye to the customers who never find you.
Let me tell you what’s coming – and why it’s critical that you don’t wait to adapt.
What The Future Has in Store For You
SEO is no longer just about keywords or building links. The game has evolved—conversational search will be slowly taking over. Voice search, AI-powered engines, and the way users interact with Google are becoming more natural and human-driven.
Imagine this: “I live in London and I’m looking for the best spa near Battersea Power Station. Any recommendations?” That’s a real query a user might ask, and it’s a far cry from the clunky keywords of the past like “London spa best prices” People are asking specific, experience-driven questions now, and businesses that can cater to these conversational searches will win the race.
But here’s the news flash: if you’re not ready for this shift, your competitors will be.
If you’re a small or medium-sized business, updates to Google’s algorithm hit you from every angle. Larger brands get a leg up, but here’s the silver lining: the distance between smaller brands has shrunk too. You still have a shot, but you need to play smart.
The way you write your pages now has a direct impact on targeting the right keywords. Long gone are the days of throwing up generic content and hoping for the best.
Google cares about whether people are talking about your brand, linking to you and mentioning you in context. It’s a layered approach to SEO now. Yes, that was from the Google Leak, remember? Thanks Rand and Mike.
Have you ever noticed your own site competing with itself for keywords? That’s because Google is relying more on machine learning, and if your site isn’t clear, it’s going to struggle. You need to be intentional about how your pages target specific keywords.
Why Travel SEO Matters for the Travel Industry
With competition in the travel industry fiercer than ever, travel businesses need to up their SEO game. The market is saturated, and if you’re still relying on SEO strategies from a few years ago, you’re not just behind—you’re practically invisible. Read more on how can SEO increase bookings for travel agencies and how to optimize a travel website for SEO from my FAQ section.
Long-tail keywords are your best friend. Instead of just targeting “hotels in London,” get specific. Think, “luxury boutique hotel in Earl’s Court for a family of four with a dog near the Tube” or “I want to book a hotel near Hyde Park so I can easily walk to Oxford Street for shopping” These conversational, detailed queries reflect how people search, especially as voice search becomes the norm with AI-powered assistants in the future.
If you’re running a local business in the travel sector, like a tour guide company or a small hotel, don’t forget to target local long-tail keywords such as “What are the best hotels in New York City near Neapolitan-style pizzerias in Manhattan?” or “Ideas for a 5-night stay in Miami with my best friends for a bachelorette party” Experience-based searches are key now, and there’s no avoiding it. How to optimize for local SEO in the travel industry?
Learn how SEO increases travel bookings by improving website visibility and driving qualified traffic.
Local SEO is still The Lifeline for Small Businesses
If you’re a local business, like the boat rental service I mentioned earlier, you may have seen your traffic take a hit. One day you’re ranking on page 1, and the next, you’re lost on page 5. It’s frustrating, but it doesn’t mean your efforts are in vain—Local SEO is still your secret weapon to get customers in the door. You just need a few strategic tweaks.
Reviews matter more than ever. What’s the experience you’re providing for your customers? Whether you run a local restaurant, rent cars, or sell t-shirts, make sure that experience is showcased on your website and across other platforms like TikTok and YouTube. If your target audience includes Gen Z, it’s even more crucial—Google loves fresh, user-generated content. Encouraging happy customers to leave reviews will not only boost your local rankings but also build trust. And don’t forget: managing these reviews is just as important as getting them. Responding to both the positive and the negative reviews shows you’re engaged and that your business genuinely cares about customer satisfaction. How to optimize for Google Maps?
NAP Consistency. Your Name, Address, and Phone number (NAP) need to be consistent across the web. It seems basic, but you’d be surprised how many businesses trip up here. Why is NAP consistency important for local SEO?
Here’s how you can use reviews to improve local rankings and drive foot traffic. Ensure your NAP is consistent across directories for better local rankings. Steps to optimize for Google Maps—claim your business listing, add accurate info, and encourage reviews.
Case Studies in Conversational AI
Many companies have successfully integrated Conversational AI into their customer service and business operations, improving user engagement and optimizing processes. For example, since 2018, Domino’s Pizza used chatbots to automate order-taking, allowing customers to place orders seamlessly through conversational interfaces. Similarly, since years KLM Royal Dutch Airlines has implemented an AI-powered tool (called BlueBot) to assist travelers with booking flights, checking itineraries, and answering common travel-related queries. And in 2024, KLM deployed artificial intelligence to combat food waste.
These real-world examples show how Conversational AI is transforming customer interaction and brand engagement across industries, including in the SEO landscape, where businesses can use similar technologies to enhance search engine performance through voice search and personalized content delivery.
Statistics
According to Sprinklr, the AI industry, as a whole, was valued at USD 150.2 billion in 2023, and it’s expected to surpass $32.6 billion by 2030, growing at a compound annual growth rate (CAGR) of 23.97%. This reflects the increasing integration of conversational AI across industries like retail, healthcare, and customer service, with chatbots and virtual agents becoming pivotal for enhancing user experience.
While earlier projections by Gartner in 2019 suggested that 70% of white-collar workers would interact with conversational AI by 2022, newer trends show ongoing integration. In fact, AI is increasingly embedded in daily tasks, with many organizations customizing AI models for tasks like customer service, marketing, and supply chain management. In the latest McKinsey Global Survey on AI, 65 percent of respondents report that their organizations are regularly using gen AI, nearly double the percentage from our previous survey just ten months ago, however as many employees adopt generative AI at work, companies struggle to follow suit. McKinsey is heavily involved in AI research. I recommend keeping an eye on their State of AI page (regularly updated) as well.
The rise of AI-driven customer interactions has profound implications for SEO strategies. According to Acuvate Blog, the Conversational AI market is growing at an unprecedented pace. North America has emerged as the dominant player in this market with countries like France, United Kingdom, Japan and India not far behind.
The Power of AI and Conversational Search: ROCKY IV
Here’s where things get exciting. My exclusive service, ROCKY IV, is a next-gen SEO strategy that leverages conversational search to elevate your SEO. It’s designed to optimize for the growing demand of personalized and meaningful interactions with brands.
We’re talking about a system that doesn’t just follow traditional SEO methods but leads the charge in conversational AI and user experience optimization.
Imagine what this could mean for a travel agency or local business—targeting the exact conversational queries people are asking and ranking higher because of it while helping users and smashing the competition.
In The Meantime, Here’s Some Fresh SEO Tips
Before I leave you with all this info, here are a few actionable tips to get started on improving your SEO in 2024, 2025 and beyond:
Don’t sleep on conversational, long-tail keywords: “What are the best boutique hotels in South Ken that offer a cozy, fall experience near attractions like the Natural History Museum and Hyde Park, perfect for a couple’s weekend getaway?” will outshine “London hotels in South Ken near Natural History Museum” The more you cater to specific, experience-led searches, the more you’ll stand out.
If you have an experienced-basesd business or service: Focus on natural, long-tail queries like “What are the best cafes in Seattle with free Wi-Fi and quiet spaces for working?” instead of generic terms such as “best cafes in Seattle for work“
Tailoring content to specific, conversational searches makes your business discoverable in AI-driven results of 2024 and 2025 and beyond.
Leverage user-generated content: Encourage your guests to share photos and reviews—not only for the boost in authenticity but because Google loves fresh content.
Mention brand names, even when not linked: It’s not always about direct links anymore. Google picks up on unlinked brand mentions, and they’re powerful.
SEO strategies based solely on blog content are losing effectiveness. Google’s updates and AI search are reducing the need for users to click through to blogs for basic information. Instead, focus your efforts on product-led pages—service, product, and category pages—that directly target transactional intent.
Use structured data: Schema markup gives search engines context, making it easier for Google to understand and rank your business correctly.
Final Thoughts
SEO is changing fast, and the travel and local sectors are feeling the heat. Whether you’re running a boutique hotel in London or a rental service in Miami, the key to thriving is staying ahead of the curve.
Don’t wait for your competitors to figure this out first. Start now. If you want to see real results, you can’t afford to ignore these changes.
About The Author
I have over 15 years of professional experience spanning SEO, strategic digital transformations, and business growth initiatives. My expertise lies in aligning SEO efforts with business goals to drive meaningful results. I regularly post on LinkedIn about Growth Marketing, remote work, and inspirational topics—check out my latest articles on Gabrio’s Thoughts, which is updated twice a week. You can discover more about me here.