Malfair Marketing - Hotel Marketing Services

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3 hot takes from Google's Big Leak to max your marketing ROI.

Christine Malfair, Malfair Marketing

read time: 2 minutes and 43 seconds

Have you grown tired of catching up and/or keeping up with technology?
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If it seems like there is an algorithm change or new software that you feel you must add to your tech stack every day, it's because there is!
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Before you sigh, today's email brings good news!
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Last week, a search engine tsunami hit.
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The internet was buzzing about Google's major leak.
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I am suspicious when I hear of a big company leak - intended? truly leaked?
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Either way, it revealed crucial insights that we can leverage to;

  1. Improve our Google ranking on the search engine results page (SERP)

  2. increase website visitation

  3. capture more website bookings - hello happy ROI!

It's one of the biggest roads to revenue in digital marketing. #goals
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Why is it a leak?

For years, Google has been telling us that many of these things don't matter much in the search engine results.
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This leak tells us it does, it matters a lot!

3 Hot Takes from the Big Google Leak
& How You Can Leverage It

1. PRODUCE USEFUL & MEANINGFUL CONTENT

Google’s AI now measures the effort behind content creation.
Quality matters more than ever.
Valuable website content and information are promoted.
AI-produced content (with no human oversight) is demoted.

How to Leverage this:

  • Write in-depth articles on specific services or activities.

  • Create trip itineraries featuring unique experiences, attractions, and hidden gems.

  • Use user-generated content. Encourage guests to share their experiences, and share on your website.

  • Optimize for Local SEO: Write about local events, restaurants, and activities.

  • Use high-quality images and videos to make your content more engaging. Virtual tours of your property can be particularly appealing.

2. CLEAN UP YOUR WEBSITE

Google is focusing on content relevance.
Irrelevant content is now a liability.
It’s time to clean house and remove or update anything that doesn't serve your core business.

How to Leverage this:

  • Analyze your website analytics for low-traffic or low-engagement pages.

  • Eliminate pages unrelated to your hotel's main subject.

  • Revise underperforming pages to better align with your core business.

  • Schedule reviews to refresh content at set intervals.

3. INVITE ACTION

We always knew that CTA's (calls to action) were important; Google's leak confirmed this.
Websites with more clickable content are now favored.
Google is using click data to boost search rankings.

How to Leverage this:

  • Add a call-to-action (CTA) button on every page.

  • Ensure every room type has a "book now" button.

  • Include internal links in your content. Make sure they match the user intent to prevent bouncebacks.

  • Make your CTAs stand out with clear words and a reason to click. (Sign up for the Bookings Boost newsletter and receive free resources like a video on how to create CTAs!)

  • Use consistent colours and action-oriented language for buttons.

  • Use testimonials, reviews, and ratings near your CTAs. They build trust and encourage clicks.

Important Note: The content your links point to must match user intent. If a visitor clicks the back button quickly, it won't count as a positive interaction with Google.
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What will your first action be to get your website rewarded? #1, #2, or #3?
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With a bit of time and intention, your website will climb the search engine results pages, and with that comes more revenue!

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