New Google Local Results are Great for Hotels, Great for Users, and Great for Google
Posted on 16. Nov, 2010 by admin in Search Engine Optimization
In the last few weeks, you may have noticed a change to the way Google looks when you search for generic terms like “Miami Hotels” or “Atlanta Hotels”. That’s because in late October Google announced some changes to the way it would be presenting its search results and would start including Google Local listings within the natural search results. Until the announcement was made, Google Local listings would show up at the top of the page next to a map in a more concentrated area which made it easier for users to pass by the local listings and go to the natural listings which they were more familiar with. Now though, the local listings look more similar to the natural listings and will start to get more attention from Google users.
So, why is this good for hotels? In a nutshell, it means more exposure for hotel websites which will result in more direct bookings. When the natural search results dominated the first page of search results, it was almost impossible for an individual hotel to compete for that space. Sites like TripAdvisor, Expedia and Travelocity had so much unique content for the destination that they would always appear in the top spots for generic searches like “Miami Hotels”. Logically if Google is trying to show the sites that are most relevant for a search for the plural form, Miami Hotels, they are going to show the sites that have information about multiple hotels in Miami and not the sites that are showing just one or two hotels in Miami. But now that the local listings are shown as natural search results, individual hotels can now compete for that prime real estate much more effectively.
The change is great for Google as well as its users because in the past, users would generally get the same results no matter what destination you searched for. Here in the US, if you search for Miami Hotels, New York Hotels, Dallas Hotels or any other destination, you would most likely see TripAdvisor, Expedia, Travelocity, Hotels.com and other major travel sites dominating the natural search results. Now, Google is serving up much more specific and relevant results to its users since when they search for Miami Hotels, they actually get a list of hotels in Miami rather than other sites that can show them hotels in Miami.
The only problem is that Google local listings (now called Google Places) is still a bit of a mess. Most hotels have no idea how to take control of their Google local listings and as usual others have capitalized on the opportunity. Quite often I have seen hotel listings in the Google search results which have been claimed by some of the smaller online travel agencies or affiliates of larger online travel agencies. Sorry but that really pisses me off… Every hotel should google themselves once a month at a minimum to see what results show up. Click on your Google Places listing and verify your listing. Claim it from Google and make sure that all of the information comes from you, and the website link is for your own hotel website. If it has been hijacked by someone else, you can claim it back by following Google’s process. The process can be a bit frustrating especially if you find that there are duplicate listings for your hotel (this is much more common outside the US). Also there are certain ways to create and edit your Google Local listing. If Google does not like the way you describe yourself in your Google local listing they will suspend your listing and remove you from the search results.
Once you have created your Google local listing and it shows up correctly online (without any duplicates), you can then sign up for Google tags which costs only $25 per month currently. This allows you to have an additional highlighted tag underneath your listing, as well as an extra yellow tag within Google’s map. I’m not sure what will happen once more people catch on and everyone has these yellow tags on their listing… it will look a little cluttered and I’m sure Google will change it eventually but for now it’s a great way to get additional exposure. My advice is to use the Google tag to highlight a special offer and not just “Visit my Website”. Create a Coupon in the Google local account management page and use the tag to highlight it.
In summary the new Google local search results are a victory for independent hotels that are constantly struggling to get more exposure and direct bookings. It is also a great step forward for Google to show its users more relevant search results, rather than redirecting them to the same 4 or 5 search results in every destination.
