Case study · Travel · LLM SEO
Strong Google rankings, zero AI presence. Now ChatGPT recommends Jugni by name.
Jugni’s traditional SEO was healthy — solid rankings, steady organic traffic. But when travellers asked ChatGPT or Perplexity for recommendations, Jugni didn’t exist. An entire generation of customers was discovering travel brands through AI, and none of them were hearing this one’s name.
0 → 3
ChatGPT citations (15 queries)
0 → 5
Perplexity citations
+34%
organic traffic, month 3
+18
new page-1 keywords
The problem: invisible to the machines people now ask
We audited 40 travel queries across ChatGPT, Perplexity, Gemini, and Google AI Overviews. Jugni appeared in none of them. Five root causes: AI crawlers (GPTBot, PerplexityBot, ClaudeBot) were blocked at the firewall; no llms.txt existed; content wasn’t structured in the 130–170 word blocks AI systems extract; and both Organization/TravelAgency schema and FAQPage schema were missing entirely.
What we did
Month 1 — open the doors
- Updated robots.txt and Cloudflare rules so AI crawlers could actually read the site
- Created llms.txt describing the business, its services, and its 20 most authoritative pages
Month 2 — restructure for citation
- Wrote 30 citation blocks (~150 words each) answering the highest-frequency traveller questions
- FAQPage JSON-LD schema on 12 pages — 58 questions
- Restructured 15 key pages in answer-first format for AI Overviews
Month 3 — build presence where models look
- Genuine contributions on Quora, Reddit, and travel forums
- Citations in the travel directories AI systems draw from
Results after four months
| Metric | Baseline | Result |
|---|---|---|
| ChatGPT citations (15-query panel) | 0 | 3 |
| Perplexity citations | 0 | 5 |
| Google AI Overview appearances | 0 | 4 destination queries |
| Gemini citations | 0 | 2 |
| Organic traffic (month 3, MoM) | — | +34% |
| New page-1 destination keywords | — | 18 |
The screenshot that says it all
Ask ChatGPT for a women’s travel group in India today and Jugni is the first name it gives, 4.9-star map profile included. One of the first Indian travel businesses with documented AI citations — and the traffic lift came along for the ride, because the same structure that AI cites, Google rewards.
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