SEO for Leisure Operators in 2026: How to Get Found by People and AI Search Engines

Search is changing fast. It isn’t just about ranking on page one anymore. Now your content has to be structured, clear and understandable so AI search tools like Google’s AI Overviews, ChatGPT Search and others can pull answers straight from your site.

What SEO Means in 2026

Back in 2022 when we first published this article, SEO was about keywords, meta descriptions and header tags. Those basics still matter, but AI-powered search is rewriting the playbook.

Now search engines don’t just list results. They summarise content, answer questions directly, and recommend pages as citations in AI answers. That means your content needs to answer questions clearly and signal relevance to machines, not just browsers.

Tip 1. Know What People Are Actually Searching For

Stuff like “leisure centre near me” is still a thing. But people are increasingly asking questions rather than typing bare keywords.

So instead of guessing, you should:

• Research real search queries (e.g. “what classes does my local leisure centre offer”)
• Find AI-friendly question formats (e.g. “how long does a gym membership last”)
• Build content that answers the question early and clearly

AI search engines love content that reads like a helpful answer, not a sales brochure.

Tip 2. Structure Content for Machines And People

This is where the original SEO tips still matter, but with a 2026 twist:
Keywords, meta descriptions and header tags are still core, but AI search engines care even more about clear structure.

Start with:

• Short clear answers in the first paragraph
• Question-style subheadings (like “What is SEO for leisure centres?”)
• Bullet lists and numbered steps because they’re easy for AI to parse
• Structured data like FAQ or Article schema

That isn’t fancy. It’s basically telling AI and search engines what your content is about so they can reuse it in summaries.

Tip 3. Write With People and AI in Mind

Here’s a sneaky truth. Traditional SEO and AI SEO aren’t enemies. They overlap huge. The difference now is the way content is used:

• Classic SEO helps your page rank in Google results
• AI search optimisation helps your content be cited in AI answers

To do both:

• Keep paragraphs short
• Use simple, direct language that answers questions
• Add facts, examples and clear definitions
• Use original visuals with descriptive alt text

Shorter bits + clear structure = AI friendly. Longer, deep content = authority. Best of both = traffic and citations.

How AI Search Engines See Your Content

Traditional search crawlers index pages by reading HTML and link structures. AI search crawlers do that plus more:

• They parse your content semantically
• They look for question and answer pairs
• They consider structure (schema, headers, lists)
• They summarise info for instant answers

So a page that just looks pretty to a human might be invisible to an AI assistant if it doesn’t signal meaning clearly. Think of it like teaching a system how to understand, not just index.

Quick Wins for AI-Friendly SEO

Here’s what you can implement today:

Answer questions clearly
Every page should address a real topic and provide a standalone answer near the top. AI loves that.

Use FAQ schema
Put common questions and answers right on the page with structured data.

Write for context, not just keywords
AI doesn’t just look for exact words. It picks up meaning from the way content fits together.

Make content skimmable
Lists, tables, and numbered steps help both humans and AI understand your message fast.

Keep pages up to date
AI likes fresh content. Updating old posts can make a huge difference.

Don’t Forget the Basics Still Work

All this AI talk doesn’t mean the old rules have gone anywhere.

You still need:

• Meta descriptions that tempt clicks
• Logical navigation
• Clean URLs
• Mobile-friendly pages
• Fast load speeds

AI search systems still rely on those fundamentals behind the scenes.

A Real Example

Instead of saying “optimise meta descriptions,” think like a human and an AI:

Bad:
“SEO makes your site rank better in search engines.”

Good:
“SEO helps people searching for local leisure facilities find your site first, with clear answers to their questions.”

The second one gives context, meaning and usable answers, which is exactly what AI search engines love.

Final Takeaway

SEO used to be about getting seen on a search page. Now it’s about getting used in answers. The best way to do that? Write clearly, structure logically and answer the questions your audience and AI bots care about. That’s the future of search optimisation in leisure.

Last updated: 12 January 2026