Google leads you into a new travel search experience on mobile search that makes it harder to view web-based search results.
Source: Google Revamps Mobile Travel Search Results, Almost Making Web Results Irrelevant
Googles Destination Planner for Mobile Pushed Out Search
Not only is traditional search irrelevant – it almost impossible to find it as Google replaces mobile search with its own travel guides and sales funnels. They are making search obsolete on mobile and that it probably a forerunner of what will happen on the NET. Its part of Google strategy to diminish organic search which they struggle to keep out of the control of blackhat SEO experts. So Google Mobile Travel Web Replacing Search Results is a step in the right direction.
SEO marketers take note. this may be the beginning of the very end for search engine marketing and SEO. In its place will be Googles own travel portal, in many guises and variants, from hotel finder to maps to online guide and booking options, they will have your clients covered. As author of the article Barry Swartz says “Don’t get me wrong; this is an incredibly nice user experience for those looking to travel. But those optimizing for travel search might not like the new mobile experience.”
No its not an app, but as we said before the new web technologies are replace a lot of the functionality of apps. So in some sense you can say that Apps are now moving to the web. And that does make sense, not many travelers want to download an app for every hotel the consider for a vacation, and very few do.But all this just adds to the demise of search as we know it. It become more irrelevant as Google and technology replaces it.
What does it Mean for Hotels
The roll-out has not effected hotel listing directly at this point. If you search for where to stay in Barbados on an iphone you will see a conventional search result. But if you search for where to go in Barbados you will see the new destination guide. That is all encompassing – It starts out looking at regions and as you select one (say Bridgetown) you will see a description which looks like it may come from Wikipedia. Under that is “Top sights”. Again with wiki-like descriptions. Under that is “Plan a Trip” with option for flights, hotels and restaurants and “When to visit- showing main events by month”.
The hotel option links you to 3 star hotel – It eventually leads to search result-like page with bookings by Booking.com etc. Interestingly the listing of hotel does not appear to be an OTA listing although they link to ota to fulfill the book at this time. The key takeaway is that you need to optimize your pages now specifically for google so that you are listed in their mobile search.. We will go into this in more detail later.
Ultimately we expect Google will bring the full travel mobile world to hotel searches to. Like the destination mobile guide, search may still be an option but way down the page and likely to get ignored.
So get ready to be in googles new mobile Hotel Search. Step one optimize your site for mobile – and for Google. Be on their maps, have your google Page, a Google PLUS account, optimize your YouTUbe account, and use social accounts to point to your Google properties. Make the most of your reviews and make sure you share to Google – Use video reviews and engaging graphics to make the reviews stand out and get read.