Get ahead of the competition with data-driven insights and proven strategies for Black Friday and Cyber Monday 2025. Whether you're a seasoned marketer or just getting started, this session will equip you with what you need to win big.
What we’ll cover:
🕵️ Black Friday & Cyber Monday 2024 recap Get the inside scoop on what performed best last year—and what fell short. Use real data and campaign insights to guide your strategy for 2025.
📈 Proven strategies for 2025 success We’ll break down the must-have tactics for this year’s Cyber Week: from campaign timing and creative to offer structure and budget tips that convert.
🚀 Expert-backed tactics you haven’t tried yet Hear directly from digital marketing pros who’ve helped hotels and resorts crush their Cyber Week goals. Expect actionable, insider advice.
🔄 Winning with an omnichannel approach Explore how to align your paid media, organic content, email, and metasearch efforts for a seamless and high-performing Cyber campaign.
It’s a truly exciting time to be in digital marketing. The rise of LLM’s over the past few years has led to an incredible shift in consumer behavior. AI engines such as ChatGPT and Perplexity have introduced a new type of search engine experience that takes away an immense amount of friction compared to the traditional search engine marketing experience. It’s driven Google to rapidly advance its search product to introduce and evolve with features, including AI Overviews and AI Mode, to retain market share and keep users on Google products.
Our team has been researching, studying, and analyzing the user experience of these emerging technologies over the past few years. We have been deeply focused on how they work, how they compare to more traditional search engines, and what that means for helping our hotel clients ensure visibility as more and more consumers engage with these products. We’ve studied ChatGPT Search, from beta to live environments (here’s the webinar in case you missed it), and will soon be launching a webinar around our recent study of AI Mode (sign up for our newsletter to be alerted of the date).
Our understanding of what drives visibility on AI search engines continues to evolve, as will our services to best support our hotel clients. These new answer engines are adding and ultimately replacing what used to take potential guests a massive amount of clicks to research. Ensuring your hotel is visible on the channels and content that AI engines are sourcing from is critical.
Here’s a breakdown of what we know about visibility on AI answer engines, along with what hotels need to do to best ensure and maximize visibility in these searches.
What is AI search, and how does it work?
Before we dive into what your hotel should do now to maximize chances for visibility, it’s important to understand how AI search works.
AI search is powered by LLMs
AI search answers are driven by large language models. The knowledge of LLMs comes from their ability to train on data from a variety of sources. They retrieve and then summarize this data for our searches, called prompts, resulting in a compilation of data it’s learned from countless sources. These LLMs all have a cut-off date for the recency of data they source. They then rely on using established search indexes, most commonly Bing, to do live retrieval for more up-to-date information. You can think of LLM’s like super-powered auto-predict. Their knowledge is based on an understanding of entity linking or the connection between references, in an effort to predict what comes next to answer your prompt or request. This indicates that the more your brand is mentioned/found across sources related to a specific topic, the more likely it is to associate your brand with the answer the users are looking for when they submit a query on that topic.
LLM’s love structured content
The basis of this knowledge comes from the background that the sources LLM’s train on are centered around structured architecture. They love sites with content structured like YouTube, Reddit, and listicles (think top 10 lists). They devour formats like community forms with comments and up/down voting. They give preference for blog content providing distinct headers, lists, and bullet formats. For hotels, they often source and showcase attributes pulled from structured data on sites and sources such as Google Business Profile. They then use these structured sources, schema, and more to provide the best answer they can.
AI search reporting is limited
ChatGPT, Perplecity, AI Mode, you name it, reporting is even more limited than what’s been historically provided by search engines for organic search data. While Google has recently included AI mode data in Search Console, you still can’t separate it out to know how much of your organic impressions or clicks come from this feature. ChatGPT offers no search-console-like reporting. The best we have right now is looking in GA4 to find whatever clicks make it to the site. The hard part is, these types of answer engines are designed to drive fewer clicks, so without impression or mention insights, we’re missing out on an important piece of performance insights.
While there have been numerous AI search reporting tools coming out, the extreme personalization and varied results by user make it incredibly hard to scrape and provide a position ranking report. We predict that this will continue to evolve as the top minds in the industry, driving platforms like SEMRush, Ahrefs, and more, continue to ideate on solutions.
What can hotels do to ensure visibility on AI search engines such as ChatGPT Search, Google AI Mode, and Perplexity?
While the industry’s understanding of AI search optimization continues to evolve, these are the areas or channels of focus we’ve identified to be most critical for hotels right now:
Emphasis on Local SEO
Each different AI SEO study for hotels that we’ve completed has unveiled elements and sources that overlap with traditional local SEO. This includes:
Google Business Profile listing attributes
Google, TripAdvisor, and other guest reviews
Consistency of hotel descriptions/up to date information found across listing sites on the web
Utilization of Schema/Structured Data on your hotel’s website
LLM’s love structured content. This applies to your hotel’s own website as well as other sources they prefer to learn from and source summary information. On your hotel website, this means making sure you’re using schema.org’s structured data markup for applicable information on your site, such as:
Local business organization
Product
FAQs and more
Expand and revisit your hotel’s website content
Ensuring your hotel’s website has comprehensive information about different amenities and features of your hotel, as well as the local area, is important to being represented in AI search results. This includes:
Well-rounded content in multi-modal form - text, image, video
Conversational text
Expanded content to fully answer topics and questions
Structured content, including FAQs
Technical SEO and site architecture
While Technical SEO has been historically important for traditional search engines, its focus is enhanced for AI agents. This includes:
Reviewing site code for proper markup
Reviewing site health and page speed, such as Core Web Vitals
Ensuring to resolve and address other technical seo issues on your hotel’s website
Internal linking strategies for related content
Social Media content
If it wasn’t already, the new world of SEO is quickly changing to a “search everywhere optimization” definition. Recent updates, such as news of the Instagram indexing controls, are bringing new light to how social media content is surfacing on search engines, including AI search. Make sure your property is:
Communicating blogs, news, reviews, and features about your brand via organic social media posts.
Participating and responding to comments and conversations
PR and link building
One metric that continues to be noted with high importance for AI search optimization is the concept of ‘brand mentions’. In traditional SEO, link building has been a long-standing tactic for off-page SEO. In the view of LLMs and AI search, high amounts of brand mentions with context around specific topics increase your brand’s chances of being included in summaries and answers for those types of prompts. It’s essential to be competitive in this space. This includes:
Building partnerships with local, related organizations and coordinating online mentions or website links
Local listing sites such as the Chamber of Commerce
Finding a PR agency to help secure inclusion and brand mentions in top publications
Working with bloggers, tied closely to your local region and/or affinity audiences, to be featured in their top 10 lists or area guide articles
YouTube, Reddit, and community forms
Did you know that YouTube is the 2nd largest search engine? It’s also one of the favorite sources for LLM’s to learn from. Why? Because of the structured format of the content. From its videos, to titles and descriptions, comments, and thumbs up/down voting, it’s easy to consume and contains an incredible amount of information. Similarly, community forms like Reddit and Quora offer easy-to-consume data for LLM’s to study and learn. These pose additional opportunities for hotels to increase visibility, whether it’s through their own (or influencers') channels on YouTube, related community threads on Reddit or TripAdvisor, and more.
There are numerous facets to visibility and ranking in AI SEO, similar to traditional SEO. As you may have noticed, a lot of them even overlap with tactics that are important for traditional SEO. It can be overwhelming when trying to navigate limited resources or budget. We recommend focusing on the critical ones and testing new ones as you find new resources to support your AI SEO endeavours and, ultimately, building your brand. Lean on partners that specialize in each of these areas of expertise and services.
As conversations around AI in hotel marketing grow louder, so do questions about how it’s been leveraged to enhance campaigns and performance.
One question that’s been brought up frequently is: “How are we powering Google Ads campaigns with AI?”
The truth is: we’ve been leveraging AI for years in Google Ads campaigns through bid strategies, audience targeting, campaign types, and a lot of other Google ad settings—The emergence of generative AI platforms like ChatGPT, Perplexity and Google’s own AI Mode continue to change how AI is perceived as well as where it is showcased. There’s nothing wrong with how AI is viewed today, thanks to tools like ChatGPT and Gemini—it’s just applied a bit differently within Google Ads.
Google Ads has been integrating AI and machine learning into campaign strategies long before AI became a buzzword. And with growing interest and evolving tools, it’s more important than ever to understand how this technology works in practice.
In this article, we’ll break down:
What “AI” means in Google Ads
What AI components are used in Google Ads to build or optimize campaigns
What’s on the horizon for Google Ads and AI
At GCommerce, we use AI tools with purpose, leveraging automation where it makes sense, while keeping strategic control in our expert, human hands.
Here’s how it all comes together.
What “AI” means in Google Ads
Before diving in, let’s define AI in the context of paid search.
No, we’re not handing over full control to a “robot” that runs your campaigns end-to-end (though Google does offer options that lean heavily on automation). In practice, AI in Google Ads typically refers to machine learning models running behind the scenes to:
Predict outcomes, like the likelihood of a conversion
Optimize ad delivery across channels
Adjust bids in real time
Assemble the best-performing creative combinations
If you’re using certain features—like Smart Bidding, broad match, or Performance Max you’re already tapping into AI. But the key isn’t just using AI. It’s using it strategically. These tools work best when paired with the right inputs and oversight so you’re getting smarter performance, not just automation for automation’s sake.
What AI components are used to build & optimize campaigns
AI-powered search campaign types & features we deploy
Several tools and campaign types can strategically be used on Google’s machine learning. Here are some examples where AI is already at work in Google campaigns:
Performance Max uses AI to target users across Search, Display, YouTube, Gmail, and Discover. You provide the audience signals, keywords, and other data input, and Performance Max takes that data and uses it through machine learning to optimize and target towards the most relevant audiences based on what you’ve provided. Performance Max also allows for you to opt in with automated video asset creations. This works optimally with the best image assets. To learn more about Pmax, view our Pmax best practices guide here.
Responsive Search Ads (RSAs): Google’s AI & machine learning dynamically tests and serves combinations of up to 15 headlines and four descriptions that you provide. Google then takes those and makes an exponential number of combinations, serving up variations of ads based on what Google thinks will match best for your users.
Smart bidding strategies: Algorithms determine the optimal bid for each auction. Strategies like Max Clicks, Maximize Conversions, or Target ROAS use real-time data to automatically adjust bids based on user signals. Common bid strategies include:
Target CPA. Optimizes campaigns at a target cost per acquisition.
Target ROAS. Optimizes campaigns at a target return on ad spend.
Maximize Conversions. Optimizes campaigns for producing the most amount of conversions
Maximize Conversion Value. Optimizes campaigns for producing the most amount of revenue or conversion value.
If you’re familiar with these tools, then you’ve likely been using AI all along—just with less fanfare.
What control do we have over these AI-paid search campaign types & features?
AI in Google Ads isn’t “set-it-and-forget-it.” While automation handles the heavy lifting, we control the inputs that train and guide it:
AI System
What Google controls
What we control
Performance Max
Ad placement, creative combinations, targeting
Creative assets, audience signals, goals
RSAs
Ad rotation & matching
Headlines, descriptions, images, CTAs
Smart Bidding
Bid adjustments per auction
Strategy selection, goal setting, exclusions
Audience Targeting
Predictive modeling
Audience lists, exclusions, remarketing inputs
AI works best when it’s fed the right information. That’s where we come in, structuring, optimizing, and guiding campaigns to ensure AI works in your favor.
Other AI-enhanced tools we leverage for Paid Search:
Automatically Created Assets (ACA): Google’s AI can generate headlines and descriptions (optional; we often override with brand voice).
AI-powered recommendations: Google’s interface uses AI to suggest optimizations. We selectively apply them when they make sense.
Conversational AI (beta features): Tools that let us generate ads from landing page content or business descriptions, such as Dynamic Search Ads (DSAs).
What’s on the horizon for Google Ads and AI
As we look ahead, AI is going to play a bigger role in how ads show up in search results, especially with the rollout of Google’s new AI-powered search experience, often referred to as “AI Overviews” or “AI Mode.”
Google is planning on testing ads in AI Mode
Google has confirmed it’s pitching the idea of displaying ads within AI-generated search results. Instead of just showing traditional search ads as a list of blue links, Google is experimenting with blending ads directly into AI Mode-generated responses.
Google is getting ready to roll out AI Mode ads widely (before Q4): AI-curated search results with ads woven into the experience.
What will ads in Google AI Mode look like?
From what we’ve seen and heard so far, this is what ads in AI mode will look like:
Ads will still be text-based, much like current search ads. The format is likely to remain simple for now—more like standard ads than conversational answers. Here is a visual that Google has provided (image credit to theverge.com):
What about advertiser control for how ads appear in AI Mode?
At this stage, there’s still a lot we don’t know:
It’s unclear how much control advertisers will have over how or where their ads appear in AI answers.
Google has not yet shared whether we’ll have visibility into performance, specifically within AI results.
We’ll be watching this closely to understand where optimization and strategy can still play a role.
What do we know so far?
To be eligible for these new ad placements, advertisers must already be using one or more of these tools, which include:
Broad Match Keywords (on Search campaigns)
AI Max for Search (currently in beta)
Performance Max
In short, the more AI-driven your campaigns are now, the more likely your ads will be eligible to appear in Google’s AI Mode and search experiences as it continues to roll out.
Staying ahead of what’s next for AI in Paid Search
While much of this is still evolving, one thing is clear: Google is reshaping how search results and ads work together—and AI is at the center of it. At GCommerce, we’ll continue to test, adapt, and share what we learn to make sure your hotel campaigns stay ahead of the curve.
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The ultimate hotel guide to seasonal paid search marketing
Seasonal paid search marketing is a great way to meet your hotel’s shifting objectives throughout the year. However, it can also be somewhat complex, making it tricky to ensure the best outcome for campaign performance through seasonal marketing.
If you’re interested in seasonal paid search but unsure where to start, this guide is for you. We’ll answer frequently asked questions about seasonal paid search advertising and provide advice to get you started with your hotel or property.
Should my hotel use seasonal paid search advertising?
Though seasonal paid search marketing can come with a number of benefits, a seasonal ad strategy doesn’t make sense for every hotel. An occasional ad copy refresh is always a good idea, but for some hotels, the time spent on consistent seasonal updates would be better used towards other optimizations.
Seasonally shifting demand drivers
Seasonal paid search advertising is best used when your hotel has shifting demand drivers. This could include seasonal draws such as skiing, yearly events in the area, or even amenities such as an outdoor pool. Weather and climate can also act as a seasonal demand driver. For example, tropical climates may be equally appealing year-round, but travel in a location with clear seasonal divides may see fluctuations with those weather changes.
Season-dependent hotel demand drivers
Certain hotel demand drivers can also provide a compelling reason to implement seasonal paid search advertising. Hotels prioritizing year-round outdoor adventures, for example, may want to call out the unique experiences available during each season. For a hotel located near a large arena or stadium, drawing more attention to location may be a smart move when the relevant sports are in-season. Even a shift in business mix could be a reason to add seasonal paid search advertising, gearing language more towards a business or leisure audience, depending on the month.
Booking trends don't always match demand drivers
Most hotels have slight differences in seasonal demand, but this isn’t always the result of a unique demand driver. Though booking volume often fluctuates, seasonal paid search marketing is most effective when the reasons for those bookings change. If guests are drawn to your hotel for somewhat consistent reasons throughout the year, a seasonal paid search marketing strategy may not be necessary for your hotel.
Does my hotel need seasonal paid search marketing all year?
Deciding when to run seasonal paid search advertising comes down to your hotel’s unique demand drivers. Depending on the reasons that your guests book, your hotel may benefit from seasonal ads for a few weeks, a few months, or the entire year.
Year-round messaging for year-round demand drivers
If your hotel has ever-changing demand drivers with unique draws across all seasons, you may find success with year-round seasonal rotation. Since features vary across winter, spring, summer, and autumn, it can be beneficial to call out shifting experiences throughout the year. Hotels based on outdoor adventures are a great example of this. Winter sports, spring hikes, summer water activities, and autumn colors all have a unique draw, so individual paid search advertising for every season may be beneficial.
Seasonal messaging for peak seasons
On the other hand, hotels with demand drivers falling into one “peak” season may only need seasonal paid search advertising during that period. Ski resorts, for example, may only need seasonal callouts during the snowy months. While spring, summer, and autumn have some unique features, tailored ads might not be necessary during those times since the main seasonal demand driver is contained to the winter months.
Maintain messaging during the off-season
However, it’s important to remember that demand drivers may not completely disappear during the off-season. Though paid search advertising is most effective when focusing on demand drivers from the current season, many guests plan their stay months in advance. Because of this, it’s smart to provide some level of visibility for all seasonal demand drivers throughout the year, regardless of how often your hotel rotates dedicated seasonal messaging.
Should my hotel simultaneously run evergreen paid search advertising?
The answer to this question once again relies on your hotel’s particular demand drivers, as well as your marketing objectives.
Performance considerations
Running simultaneous seasonal and evergreen messaging offers more to work with for paid search advertising platforms, which could help performance. A wider variety of ad copy creates more opportunities for a platform to tailor your hotel’s ads, optimizing paid search campaigns to reach your target guests. A higher number of assets could also mitigate ad fatigue, as the same copy is less likely to appear multiple times to the same user.
However, multiple paid search ads create more moving parts in an account, potentially increasing the time required for campaign management. Balancing multiple ads can complicate your hotel’s paid search marketing strategy, sometimes making it difficult to identify key optimization tactics or diagnose performance changes down the road.
Significance of demand drivers
Another factor in the decision to run evergreen ads is the significance of your hotel’s seasonal demand drivers. In cases where seasonal features are a core draw for your hotel, it may be beneficial to run seasonal ads exclusively. For example, if the vast majority of guests book to see a basketball team located near your hotel, abandoning evergreen ads during basketball season may be the right choice.
Conversely, if most guests book your hotel for a feature that’s available year-round, such as a downtown location or high-end service, then evergreen ads are an essential component of your paid search marketing that should not be removed. Seasonal ads are still a great way to call out additional benefits and experiences available throughout the year, but running these ads alongside evergreen messaging will ensure that seasonal callouts do not detract from the primary draws of your hotel.
How unique should seasonal paid search advertising be?
Whether seasonal paid search marketing is used alone or in tandem with evergreen ads, and regardless of how often this messaging is rotated, your hotel should aim to balance unique seasonal features with year-round benefits. Though the exact mix of these demand drivers will vary by hotel, seasonal paid search marketing should always incorporate messaging related to both types.
Multi-purpose messaging
Many features of a hotel stay the same year-round, and these can be repeated in paid search advertising throughout the year. As long as they call out a consistent benefit of the hotel, headlines and descriptions can be fully or partially re-used in evergreen ads and multiple seasonal ad variations.
Significance of changes
Even when features change seasonally, the significance of these changes affect how different each seasonal ad should be. Some hotels require complete paid search advertising overhauls to call out unique demand drivers, while other hotels only need small tweaks and slight wording changes to fit each season.
Structural separation
However, we do recommend structurally separating paid search advertising for each season, regardless of how similar messaging is between rotations. Creating individual ad variations keeps your paid search campaigns far more organized, making it faster and easier to implement seasonal changes, compare performance across time, and analyze the effectiveness of a seasonal paid search marketing strategy overall.
Seasonal paid search advertising examples
While seasonal paid search advertising should align with your hotel’s individual demand drivers, marketing goals, and brand voice, we know that’s easier said than done. Here are a few example ads to get you started.
Example 1: Hotel in an area known for skiing
This hotel only requires seasonal paid search advertising during the winter.
Example 2: Outdoor-focused hotel
These ads call out unique experiences available during each season.
Example 3: Downtown hotel in a city with four distinct seasons
These ads are a great example of re-using assets between seasons.
Should my hotel use paid search keywords seasonally?
Regardless of your paid search advertising strategy, it’s always a good idea to utilize keywords related to seasonal demand drivers. Targeting these keywords can boost awareness and visibility, potentially driving more bookings for your hotel.
Unlike ads, though, seasonal paid search keywords do not need to be rotated throughout the year. Even if a keyword has low volume when out of season, this will not actively harm your hotel due to the cost per click model on paid search, though seasonal keywords may not generate as many impressions, clicks, or bookings during the off-season, your hotel will only pay for what is generated, leaving no direct impact on overall account efficiency or optimization.
In fact, seasonally rotating keywords could actually cause problems on its own. Guests often plan for seasonal trips months in advance, with seasonal searches lingering through the off-season. Because of this, removing a seasonal keyword could cause your hotel to miss out on important searches and potential bookings, negatively impacting performance.
When should my hotel rotate seasonal paid search advertising?
Because seasonal demand drivers vary so widely, your hotel’s seasonal paid search schedule will depend on your particular circumstances. While most hotel seasons can be broadly divided into winter, spring, summer, and autumn, the exact dates and time periods will change based on the area your hotel serves.
When developing a seasonal paid search marketing schedule, keep your hotel’s marketing objectives in mind. Consider the following questions:
Do you want your hotel’s ads to focus on immediate bookings, only running seasonal ads for currently available experiences?
Or do you want to include a bit of lead-up before a season, making sure to account for the guest planning period?
Do you want your hotel’s ads to slowly transition, using a small period of overlap between seasons?
Or should your hotel’s ads change suddenly, with a clear distinction between seasons?
There’s no one right answer when it comes to a seasonal paid search advertising schedule. Don’t be afraid to experiment year over year or season over season, to identify what works best for your individual hotel.
Key takeaways on seasonal paid search marketing
Seasonal paid search marketing can be incredibly beneficial, but only if it’s used right. When making decisions about seasonal advertising, always consider your hotel’s individual circumstances.
What are the key demand drivers for your hotel?
What are your marketing objectives?
When and why do your guests book?
Your hotel is one of a kind, and your paid search advertising should be just as unique.
The rise of AI-powered search results is changing the way that guests discover, find, and book accommodations, making it vital to understand how your hotel may appear within AI responses.
As Google introduces more AI-based features into their search results, Google Hotel Ads continue to have an impact. Hotel metasearch has always been an important part of any hotel’s marketing strategy, but the inclusion of Google Hotel Ads within AI search results brings this importance to a whole new level.
Non-AI search results
Google Hotel Ads are somewhat common in traditional search results, with a small selection of properties appearing under a variety of location-based searches. Organic results often include an expandable list with a map to explore further, and paid results may be featured as a carousel of properties.
Even with the rise of AI-powered results, these lists of properties continue to appear. However, they aren’t as prevalent as they used to be.
It’s still possible to see more traditional search results, with no AI Overview and a Google Hotel Ads feature at the top of the page. More commonly, though, an AI Overview will appear above these features, de-prioritizing the list format.
In some cases, an AI Overview might even replace the list-style feature altogether.
AI Overviews
AI Overviews tend to be prioritized over the traditional format for Google Hotel Ads, but that doesn’t mean metasearch is completely irrelevant to AI search results.
AI Overviews regularly incorporate information from Google Hotel Ads including hotel name, price range, and featured offers, and may even link to metasearch listings. In the example below, information from Google Hotel Ads is present within the summaries for neighborhoods and suggested hotels.
Even better, clicking one of the neighborhood headings (such as “Back Bay”) leads to a separate search results page featuring the more traditional list of properties pulled from Google Hotel Ads.
The incorporation of Google Hotel Ads is a fairly common occurrence within AI Overviews, clearly marking this as an important source of information for Google’s AI model.
AI Mode
While AI Overviews are shown alongside traditional search results, AI Mode is an isolated experience that offers exclusively AI-powered responses. However, Google Hotel Ads are still incredibly relevant here.
Both AI Mode and AI Overviews use the same AI model to generate responses, incorporating the same data from Google Hotel Ads. AI Mode takes this a step further though, regularly including small lists of properties more akin to the traditional search features.
In this example, AI Mode generated a number of categories within the context of Boston hotels, each one including a small selection of properties sourced from Google Hotel Ads.
Though properties from Google Hotel Ads are interspersed among other text, it’s hard to deny the prominence that these listings have within AI Mode. This is even more clear at the bottom of the response, where we found a live map with each of the locations mentioned throughout.
These lists of properties, as well as the map, are easily some of the most common features that we’ve seen while exploring AI Mode.
Takeaways
As search results continue to evolve and AI tools become more common, Google Hotel Ads will remain a vital piece of your hotel’s marketing strategy. Both AI Overviews and AI Mode incorporate information from Google Hotel Ads while generating responses, and lists of featured properties continue to appear in results. Though the appearance of Google Hotel Ads may be changing, there’s no denying its continued relevance to the search experience.
To improve your hotel’s chances of appearing in AI search results, make sure to utilize Google Hotel Ads to its fullest potential.
Participate in hotel metasearch via a provider such as Metadesk to maximize Google Hotel Ads visibility.
Make sure that Google Business Profile and Google Hotel Ads are well-optimized, with complete and accurate information, to build credibility within Google’s algorithm.
Focus on well-structured website content and a smooth booking engine experience to reduce friction and make your site easy to use for both human users and AI models.
