Page 36 - GBC Fall English 2025 flipbook

Ross Liggett
Ross is the Founder & Managing Partner of Metolius Golf.
Metolius is a cloud marketing and information technology
service provider, which combines technical skills with
operational experience to deliver golf course owners
and managers incredible results in a fraction of the time.
Contact Ross at ross.liggett@metoliusgolf.com.
Search Google or Type URL
Marketing Tips
while Navigating
Google’s
AI Overview
In this ongoing series, we continue
our discussion of Artificial Intelligence
(AI) and its proliferation across
businesses of all shapes and sizes. In
this article, we will focus on how large
language models (LLMs) like ChatGPT
can function as search engines and how
established search engines are racing to
incorporate LLM results for user
queries. Most importantly, we will
discuss how these changes are
upending the playbook for marketing
in the Age of AI.
36
Golf Business Canada
A BRIEF HISTORY OF SEARCH & TRAFFIC
Before Google, searching the internet was very difficult. Google’s
innovation was to make a database of every page on the
internet. These pages deliver a list of relevant web pages and are
called Search Engine Results Pages, or SERPs for short. Rankings on
these pages are referred to as “organic search results”, because they
are not sponsored or paid for.
As more and more users trusted Google to find information on
the internet, a marketing discipline appeared to help businesses
optimize the content on their websites and their digital presence
with the goal of improving organic SERP rankings. We call this
Search Engine Optimization, or SEO for short.