Tourism WA AI Case Study
Helping Western Australia get found by AI search platforms
Tourism Western Australia needed to adapt westernaustralia.com for how people actually plan travel now. Travellers increasingly use ChatGPT, Perplexity, and Google's AI Mode to research trips, and Tourism WA recognised their content needed to work across both traditional and AI-powered search.
The brief: conduct a comprehensive audit, develop a generative SEO strategy, and deliver an implementation roadmap their team could act on.
Our Approach
We delivered a two-stage engagement covering audit, strategy, and implementation planning.
Stage 1: Audit and Strategy
We started by assessing how AI platforms actually interact with the site. This wasn't a standard SEO audit - we tested how each major AI system crawls, renders, and cites content from westernaustralia.com, identifying technical barriers that most audits miss entirely.
Alongside the technical work, we built a prompt tracking framework covering 438 queries across key traveller segments - from broad destination research through to niche interests like whale sharks and wildflower seasons. Every prompt was tested across ChatGPT, Perplexity, Google AI Mode, and Google AI Overviews.
We then tracked competitive citations across the same prompt set, measuring Tourism WA's position against Wikipedia, TripAdvisor, regional tourism bodies, and travel publishers.
Stage 2: Implementation Planning
Based on the audit findings, we developed AI-optimised content templates for four core page types and delivered a 12-month phased roadmap. The roadmap was built around real constraints - dev capacity, content team bandwidth, and the need for staged validation rather than a single large deployment.
What We Delivered
A complete AI readiness report with prioritised technical fixes. A prompt tracking framework with baseline citation metrics across four AI platforms. Production-ready content templates with schema specifications for four page types. And a 12-month implementation roadmap broken into quarterly phases.
Why This Project Matters
This wasn't theoretical. The audit surfaced specific technical issues affecting how AI platforms discover and cite Tourism WA content - issues that don't show up in traditional SEO tools. The competitive analysis across hundreds of prompts gave Tourism WA a clear picture of where they lead, where they're being outperformed, and exactly what to prioritise.
Every AI platform behaves differently. Understanding those differences is what separates a useful strategy from generic advice.
Want to understand how AI platforms see your content?
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