Note – This screenshot does not contain certain functionality that Google includes on devices, like the map floating down the page as you scroll. Please conduct this same search on your devices (or click on the "jacksonville, fl hotels" link in the paragraph below) for a live example. — Photo by Vizergy

Before we dive into the details of the changes, take a minute to study the following first SERP for "jacksonville, fl hotels." Can you recognize some of the changes? How has this page evolved over the last several months?

If you can't pinpoint specific changes, don't worry. Let's review a couple of those major changes, discuss what they mean to your property and how you can adapt to and benefit from this complex search environment.

Addition of Google Hotel Finder

We read about Google Hotel Finder for months. And although the offering seemed to have a longer ramp up time than anticipated, it's now running full bore. Near the top of the page on our example, you'll find a call to action that says "Jacksonville hotels on Google." This is Hotel Finder. So immediately, Google is drawing a bit of travel shoppers' attention away from natural search results, and redirecting it to Hotel Finder. There are even date boxes and an "All Google Hotel Finder results" link that conveniently takes shoppers directly to a page with hotels' profiles and a map. From there, shoppers can book a room on an online travel agency or directly on the property's website, whether corporate or independent. Google's emphasis on Hotel Finder isn't necessarily good or bad for your hotel, but it is something that forces you to adapt. Details on how to adapt and benefit later.

Longer List of Google+ Local Listings (formerly Google Places)

In our example—and you can try this on your own with other geographic area hotel searches—there are seven local listings displayed. In the past, Google did not include that many local listings on the first SERP. This means Google is pushing the local listings more than ever; it also means the first SERP does not always have 10 natural results like we've been accustomed to. In our example, the page only contains eight natural results, thanks to Hotel Finder and local listings taking up space and bumping those results down to page two. Again, this can only be considered a positive or negative thing depending on how your hotel adjusts to the situation.

How to Adapt

If Google is pushing something, your property and online marketing provider should probably jump on board. After all, Google still has 67% of U.S. search market share, and 50-70% of all business and leisure travelers use search engines to plan travel. Easier said than done, as there's research, setup, branding and ongoing optimization of Hotel Finder and Google+ Local listings, but definitely necessary. Worst case (assuming your property's search engine optimized website has some first page visibility in the first place) is that your natural search results are bumped down to the second SERP for certain keywords and phrases, and your Hotel Finder and local setups aren't up to par and also not on the first page. Best case (again, assuming some first page visibility for your website) is that your site remains in the top 1-8 natural results, AND your Hotel Finder and local setups are mature enough and properly optimized to also show up on the first page. Additionally, you might have a sufficient pay-per-click advertising budget to make sure ads supplement the rest of your presence. And don't forget that Google is constantly evolving, so keep up with all the news that could affect your property's visibility. As valuable as this information is now, it could change again in a few months.

How this Benefits Your Hotel

If you and your provider quickly adapt and take advantage of every way Google provides information to consumers, your property can remain ahead of your comp set, or at least get your fair share of visibility. You should do everything in your power and budget to accommodate these changes and own as much search real estate as possible. That way, you have more avenues to engage and convert targeted shoppers into revenue via the world's dominant search engine.

Note – Pay special attention to the Crowne Plaza Jacksonville Riverfront Hotel on our example. First page natural result (#6), third hotel in the local listings, and a strong presence in Hotel Finder.

About Vizergy® 

For more than 20 years, Vizergy has served the hospitality industry with leading marketing technologies, knowledgeable talent and exceptional service for clients worldwide. The company deploys complete travel life-cycle marketing solutions from conversion-optimized website design to award-winning digital marketing programs, reservation solutions, media planning and execution. Vizergy's platform is touted as the #1 digital marketing system – easy to use, turnkey and SMART, and continually enhanced with tools to help hotels compete and maximize revenue. At Vizergy, hospitality marketing is not only our mission, it's our sole focus.

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