Page 38 - GBC Fall English 2025 flipbook

decreasing, marketers must stimulate direct and referral traffic to keep
visits high and marketing funnels full. Here are three traffic-generating
strategies all courses and clubs can consider:
1. Proactively Drive Traffic via Email, SMS, and Mobile App
Now is the time to prioritize proactive messaging. You must give your
customers a reason to visit your website or app.
For events and other date-specific events or promotions, follow the
timing template below:
•  6 Weeks in Advance: Add to website calendar and send Save the
Date across all channels
•  5 Weeks in Advance: Add booking link to calendar, send
registration/RSVP across all channels
• 4 Weeks in Advance: Reminder
• 3 Weeks in Advance: Reminder
• 2 Weeks in Advance: Reminder
•  1 Week in Advance: Last Chance Reminder
• 1 Week After: Recap
This structured approach drives traffic and conversions:
•  Gives customers enough time to plan for participation.
•  Reinforces messaging across channels.
•  Generates FOMO for those who did not attend.
For more brand-related content that isn’t date-specific, don’t assume
that all your customers consume content on social media or via email
only. If you post on social media, ensure that the primary content is also
available on your website and promote it via email, SMS, and mobile
app. This “omnichannel” strategy maximizes visibility.
2. Content is Still King
In the early days of organic SEO, most marketers lived by the
colloquialism “Content is King.”
As the SEO industry grew, the focus expanded to technical
configuration and backlinks, and thousands of SEO businesses emerged
to help small businesses leverage these strategies at scale.
Now, the pendulum is swinging back toward content because AI
Overview is built from top-ranking site content. This means the content
on your website is the #1 factor to create the overview text itself.
As search becomes more AI-driven, marketers must think critically
about what queries users are typing in and optimize content to inform
the overview.
3. Reconsider Display Advertising
The drop in organic website traffic has a trickle-down impact on Display
Advertising. Display Ads are text, image, or video ads placed on
websites, generally through large-scale advertising networks. Many of
the world’s biggest websites are designed to drive traffic and sell ads.
AI Overview is impacting websites like yours, and organic traffic is
falling. This means fewer eyeballs on your ads. Additionally, these
websites now must invest more resources into content to generate
traffic. Expect the effectiveness of display ads to decline while costs rise
over the next few years.
38
Golf Business Canada
USING AI OVERVIEW TO DRIVE
ENGAGEMENT AND REVENUE
Adding AI Overview to Google
Search is not a unique event or
innovation specific to Google. Most
LLMs now function as search
engines to some degree. This means
that internet users have new ways
to find and learn about your golf
course. The key is making them
part of your marketing plan.
Fortunately, optimizing for
Google will yield results across all
LLMs and search engines. Here is
your guide to get started:
1. Register your Site on Google
Search Console
First, register your site with Google
at https://search.google.com/
search-console/about. This will
ensure that Google’s bots crawl the
pages of your site and understand
your content. It also gives you great
tools to understand how your site is
performing on the SERP pages and
if your site has any issues that need
to be addressed - like broken pages
or slow load times.
2. Learn the basics of how AI
Overview surfaces content
AI Overview uses natural language
to surface trustworthy content
based on topical relevance, source
reputation, and structured
content. This means that you must
organize your content around these
content buckets. A simple strategy
is to focus on the EEAT content
framework.
Experience, Expertise, Author-
itativeness, and Trustworthiness
(EEAT) are the goals of your
content. If you focus the content on
your site to be detailed in one of
these four areas, you will write copy
directly for the AI Overview, and
results will follow.