If you’ve been in the digital marketing space long enough, you’ve learned not to lose your mind every time a Google algorithm update is spotted or announced. Mainly because these things since happen 400-500 times a year - or at least it seems.However, when the actual user interface of SERPs changes; it’s time to pay attention.Updates and changes just in these last few months have caught the attention of teams at Screen Pilot quite a few times.Just a few weeks ago, Google added yet another element to its new hotel SERP interface.
Remember the “Local 3 Pack”?
Just in case you don’t (more than a few weeks past is basically an eternity in the digital marketing world), here is a visual reference:[caption id="attachment_6557" align="alignnone" width="940"]
source: searchengineland.com[/caption]
Well, now it’s a “Local 4 Pack”...
...and there are numerous additional categories your hotel can now show up in. See below for the new image.[caption id="attachment_6558" align="alignnone" width="809"]
source: alakov.com[/caption]
Once again, you’re finally used to one way and “whoosh” - it’s gone! This world of digital marketing is fun, no?Don’t get overwhelmed - we have some quick feedback to help your hotel optimize strategy for these new updates.
Takeaways For Your Hotel
Drive more reviews: Reviews have been a growing factor in organic rankings for quite some time now. With this new UI update, we see the importance only continuing to grow. Note that all reviews matter (Trip Advisor, Facebook, Expedia etc) but that - as with the “Local 3 Pack” - your GMB (Google My Business) engagement will have an even more direct effect on this ranking as it’s included in the “Local 4 Pack” interface. Surprisingly, many hotels still let GMB fall to the wayside. Don’t follow their bad example - jump in there now and continue to do so moving forward.Find your niche and create content to speak to it: This UI update actually offers more opportunities for a hotel to grab some SERP real estate, so let’s take full advantage. As you’ll see - there are now numerous categories that you can land in (ex; “Top Choices”). Therefore, make sure you have copy on your website that will speak to each category that fits your níche and remember that “budget” isn’t bad if that’s what you offer. In the short term - transparency goes a long way with guests as well as search engines these days. In the long term - you set the right expectations and avoid those bad reviews (which have a direct effect on your rankings).Disclaimer: Just as before with the “Local 3 Pack”, there are no guarantees to landing a spot here. As with all things Google, there are myriad factors coming into play that will affect your placement (ranging from Quality Score to page load speed and everything in between). Please disregard any person or agency that comes with any “silver bullet” here. They don’t exist.However, as with all things SEO - it takes constantly updating your strategy and a full-time effort to stay ahead of the game.So, what are you doing right now? Go make those updates and keep on it!
Did you enjoy the read?
Get original hospitality industry insights delivered to your inbox. Sign up to receive Screen Pilot’s #TrendingNow Newsletter.
If you’ve been in the digital marketing space long enough, you’ve learned not to lose your mind every time a Google algorithm update is spotted or announced. Mainly because these things since happen 400-500 times a year - or at least it seems.However, when the actual user interface of SERPs changes; it’s time to pay attention.Updates and changes just in these last few months have caught the attention of teams at Screen Pilot quite a few times.Just a few weeks ago, Google added yet another element to its new hotel SERP interface.
Remember the “Local 3 Pack”?
Just in case you don’t (more than a few weeks past is basically an eternity in the digital marketing world), here is a visual reference:[caption id="attachment_6557" align="alignnone" width="940"]
source: searchengineland.com[/caption]
Well, now it’s a “Local 4 Pack”...
...and there are numerous additional categories your hotel can now show up in. See below for the new image.[caption id="attachment_6558" align="alignnone" width="809"]
source: alakov.com[/caption]
Once again, you’re finally used to one way and “whoosh” - it’s gone! This world of digital marketing is fun, no?Don’t get overwhelmed - we have some quick feedback to help your hotel optimize strategy for these new updates.
Takeaways For Your Hotel
Drive more reviews: Reviews have been a growing factor in organic rankings for quite some time now. With this new UI update, we see the importance only continuing to grow. Note that all reviews matter (Trip Advisor, Facebook, Expedia etc) but that - as with the “Local 3 Pack” - your GMB (Google My Business) engagement will have an even more direct effect on this ranking as it’s included in the “Local 4 Pack” interface. Surprisingly, many hotels still let GMB fall to the wayside. Don’t follow their bad example - jump in there now and continue to do so moving forward.Find your niche and create content to speak to it: This UI update actually offers more opportunities for a hotel to grab some SERP real estate, so let’s take full advantage. As you’ll see - there are now numerous categories that you can land in (ex; “Top Choices”). Therefore, make sure you have copy on your website that will speak to each category that fits your níche and remember that “budget” isn’t bad if that’s what you offer. In the short term - transparency goes a long way with guests as well as search engines these days. In the long term - you set the right expectations and avoid those bad reviews (which have a direct effect on your rankings).Disclaimer: Just as before with the “Local 3 Pack”, there are no guarantees to landing a spot here. As with all things Google, there are myriad factors coming into play that will affect your placement (ranging from Quality Score to page load speed and everything in between). Please disregard any person or agency that comes with any “silver bullet” here. They don’t exist.However, as with all things SEO - it takes constantly updating your strategy and a full-time effort to stay ahead of the game.So, what are you doing right now? Go make those updates and keep on it!
Did you enjoy the read?
Get original hospitality industry insights delivered to your inbox. Sign up to receive Screen Pilot’s #TrendingNow Newsletter.
