I recently had Gemini Deep Research generate a report on how Google Search is reshaping the SEO world. It’s happening through those smart, auto-generated summaries sitting right at the top of the page. The upshot? Many users never bother clicking through to the actual websites anymore.
The impact on website owners
First off, it matters whether your site even gets mentioned in these summaries — and which bits of your content Google decides to surface. But the bigger problem is simpler: people stop visiting. Traffic drops. It’s already happening, and you can feel it.
For website owners who rely on being found for certain topics — say, to funnel visitors towards a booking — those potential customers just vanish. Page views are tanking, and business follows.
The challenge for travel
The big question is: what do you do if you’re running a website in, say, the travel space? I fed a comprehensive prompt into Google Gemini and got back an interesting report with various ideas for improving the situation.
The challenge isn’t generating ideas — it’s implementing them. It’s relatively easy to produce reports, but it’s hard to turn them into concrete actions and convince people to spend money on them. Getting your team motivated to drive these changes, even with AI assistance, is its own battle.
The information flood problem
The reports keep getting longer, and somebody has to read them. But nobody seems to have the time anymore. Sound familiar? We’re generating more and more reports and summaries, yet we never sit down as a team to decide together which steps to actually take and why.
Only when everyone has a clear understanding of what needs to happen can we actually follow through. You’ve got to stay the course and resist chasing every new report that comes along with a completely different approach.