Someone is planning next season right now. They book whoever they find while they are still deciding.
A group starts talking about a trip. One person googles it, or asks ChatGPT where to play.
They shortlist two or three operators from that first search. If you are not in it, you are not in the conversation when the deposit goes down.
This is the one niche where I have run it end to end and watched the bookings land.
AI mentions a business because it has heard of it. It links the site it can verify.
Verification is who wrote the page, what qualifies them, and where the claim came from. Those are the same signals Google's own quality raters are told to check.
Most sites have none of them. That is the whole gap, and it is the part I fix.
More golfers ask an assistant before they ever open Google. They get a handful of names back, and they contact one of them.
So I check. I ask ChatGPT, Claude, Perplexity and Gemini the questions your golfers actually ask, and I show you the grid: every question, every engine, whether you were named, whether you were linked, and the sites that got linked instead.
That check is free and takes about 15 minutes. No card, no call.
If you run tours, packages or a course booking business, the destination and cost pages are usually where the money is hiding.
The free check is the easiest first step. If it turns up nothing worth fixing, I will tell you that.