Getting Ready for the Answer Economy

Your next guest is an algorithm. Travellers are moving from search engines to AI tools like ChatGPT, Gemini, and Claude to ask direct questions such as “Where can I see the northern lights?”. Instead of scrolling through multiple links, they now receive one blended answer. If Manitoba businesses aren’t in that answer, they risk being invisible to potential guests.

Top Tips

Keep your information current

  • Update your website, Google Business Profile, and online listings with Travel Manitoba, Hunt Fish Manitoba and Winnipeg Economic Development & Tourism.
Build clear FAQs
  • Add simple question-and-answer content to your website.
  • Think like a traveller: “When’s the best time to visit?”, “Do you offer rentals?”, “How do I book?”.

Use plain, structured language

  • Write in clear, simple sentences. Avoid jargon. Sound like a local expert.
  • Include keywords travellers actually search for (e.g., “ice fishing near Winnipeg” instead of just “outdoor adventure”).

Add search engine optimization (SEO) and schema basics

  • Use descriptive page titles and headings (e.g., “Ice Fishing Tours in Manitoba” instead of
    just “Tours”).
  • Add “schema markup” (structured data) so search engines and AI can understand your
    business details like hours, reviews and pricing. Even free plugins for WordPress/Wix can help.

Add authority signals

  • Link to credible sources where possible (Travel Manitoba, media coverage, reviews).
  • Keep positive reviews visible and encourage happy guests to post them.

Be visual, but also text-friendly

  • Photos and videos inspire people, but AI tools “read” words.
  • Balance inspiring visuals with good descriptions, captions and alt tags.

Check what AI already says about you

  • Ask ChatGPT, Gemini or Perplexity basic questions about your business.
  • If the answers are wrong or missing, it’s a sign: strengthen your online presence.

Stay ethical

  • Be transparent if you use AI to create content.
  • Respect cultural stories and always verify AI-generated content with credible sources before publishing.

Quick Guide: Schema Markup Made Simple

What is schema?

Schema is a type of code you add to your website that helps search engines and AI tools
understand your business information. Think of it as a translator: it tells Google (and AI platforms) exactly what your hours, prices, reviews, events and services are — in a language machines understand.

Why does it matter?

  • AI tools and search engines prefer structured data when deciding what to show in answers.
  • If you have schema, you’re more likely to appear in “featured snippets,” maps and AI generated travel recommendations.
  • Without it, your information might get missed — even if it’s on your website.

How can I add it without coding?

  • If you use WordPress, plugins like Yoast SEO or RankMath can add schema automatically.
  • If you use Wix, Squarespace, or Shopify, schema is often built in, or can be turned on in settings.
  • For specific FAQs or events, you can use Google’s free Structured Data Markup Helper then copy and paste the generated code into your site.

What kinds of schema are useful for tourism?

  • LocalBusiness schema: Your name, address, phone number, website, hours, price range.
  • Event schema: Festivals, workshops or performances you host.
  • FAQ schema: Traveller questions and answers (e.g., “What should I pack for ice fishing?”).
  • Product schema: Tours, passes or packages you sell.

Checklist to get started

  • Make sure your business info is accurate across your website and Google Business Profile.
  • Add FAQ schema with at least 3–5 common traveller questions.
  • If you host events, use event schema so they show up in Google and AI tools.
  • Ask your web developer, or explore a plugin/tool, to set up LocalBusiness schema on your homepage.

PRO TIP:
Once you’ve added schema, test it using Google’s free Rich Results Test tool. It will tell you if your site is “AI-ready.”

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