Seeing organic traffic drop does not automatically mean your SEO is failing.
Search behavior itself is changing.
More travelers are getting answers directly from Google AI Overviews or doing part of their research in tools like ChatGPT, Gemini, and Claude before they ever reach a website.
In this clip, Jill McGee of ICND explains why that makes each website visit more valuable. By the time someone clicks through, they may already know what they want and be much closer to booking.
The takeaway for vacation rental marketers: SEO still matters, but the way we measure visibility and traffic needs to evolve with search.
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