New research from Searchmetrics identifies the important travel industry-specific search ranking factors that holiday rentals and other travel-related brands should consider in order to help improve their visibility in Google searches.

A summary of the findings is: Travel brands rank higher by giving searchers a highly browsable experience, helping them easily gather and compare related information. They should also cover topics comprehensively, using more words and more large images, even if this means pages load a little slower.

The research, published in a paper, ‘Travel Ranking Factors: Data Insights for Performing on Google’, is particularly significant now because Google is better able to deliver more tailored, industry-specific results, assisted by the AI and machine learning technology in its RankBrain system.

“Google now more accurately determines searchers’ intentions by analyzing the keywords and phrases they enter in the search box,” said Daniel Furch, Head of Content Marketing at Searchmetrics. “It knows the context of individual searches – including whether they relate to travel, retail, finance or other verticals – and ensures that results reflect the characteristics that meet the needs of searchers. For travel marketers, as for marketers in other verticals, this means they can no longer focus solely on generalized, universally applicable rules to drive the best search performance. They also have to take account of specific factors that are important in their specific vertical.”

The new travel sector study is based on an analysis of the top 20 search results on Google.com for over 6,000 typical travel-related search terms (examples include ‘airline tickets’, ‘vacation rentals’ and ‘budget rental car’). Searchmetrics identified the most commonly occurring elements that appear in these travel results, noting how they differ from its separate, broader Google ranking factors study which analyzed the results from 10,000 general, high search volume keywords that apply across all industries.

Read the full article at RealWire.


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