Google Explains Local Search Results: What Hotels Need to Know to Improve Rankings
By Margaret Ady, Vice President, Marketing at TRUSTYOU
A majority of travelers begin their travel planning on Google. Where a hotel shows up in local rankings influences its clickthrough rates and likelihood of getting booked. Last week, Google shared a blog, providing us with insights into how it calculates local search rankings, noting that local results are based primarily on a business's relevance, distance, and prominence. Here's what that means for hotels.
A hotel's relevance is simply how closely its listing matches what a traveler is looking for. It is determined by the hotel's business description and reviews. TrustYou powers Google's hotel scores and provides hotels with TrustYou Stars, a survey product that allows hotels to seamlessly push more verified reviews directly to Google. Hotels using TrustYou Stars have seen an increase in review scores on Google and a healthy increase in volume of reviews (one great example here).
Distance is simply the hotel's proximity to the location in which a traveler wants to visit (i.e. if someone searches for hotels in Boston, he or she would get results for hotels located within Boston).
Prominence is how well-known a hotel is. It is based on information that Google has about a hotel across the web as well as review count and the review score, which is powered by TrustYou. According to Google, "more reviews and positive ratings will improve a business's local ranking. A hotel's position in web results is also a factor, so SEO best practices apply to local search optimization." TrustYou Stars allows hotels to improve their prominence by gaining more Google reviews as well as improving their own site's SEO by incorporating verified reviews.
What It Means for Hotels
Hotels have the power to influence relevance and prominence to improve their local search rankings and ultimately generate more bookings. TrustYou Stars gives hoteliers the tools they need to simply and quickly improve local search results. Hotels can get started with a 90-day free trial of TrustYou Stars here.
Get the full scoop from Google here.
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TrustYou, the world"s largest guest feedback platform, empowers hotels with solutions to drive more bookings and improve their hotel product. Through each phase of the guest journey, hotels can utilize guest feedback to enhance review marketing and achieve operational excellence. Guest feedback influences 95% of booking decisions. TrustYou Meta-Review, which incorporates hundreds of millions of hotel reviews, surveys, and social posts for over 500,000 hotels worldwide, powers guest reviews on dozens of travel sites, including Google, Kayak, and Hotels.com.* These reviews help hotels to manage and improve their performance along each step of the guest journey, from booking and pre-stay search queries to real-time guest requests via messaging, to post-stay feedback in the form of reviews and survey responses. Through the TrustYou partner program, PMS, CRM, IBE and other hotel software providers can integrate TrustYou"s guest feedback platform into their products to help their hotel clients positively influence bookings and revenue.
Find more information on TrustYou and the guest feedback platform on www.trustyou.com.
*TrustYou Meta-Reviews only contain verified reviews and do not include reviews from TripAdvisor