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Feeling the pinch of Google's last core update?
Search engine optimization is a key part of a hotel's digital marketing strategy. With nearly three in four travel bookings now made online, having a strong presence on Google can be one of the biggest factors contributing to a particular accommodation's success. That's why Google's recent March 2024 core update deserves close attention from the hospitality industry.
The March 2024 Core Update is a major change to Google's search algorithms and policies. It aims to fight spam and low-quality content across the web. The rollout began at the beginning of the month, with websites given a two-month grace period to comply with the new site reputation policy before penalties could be applied.
So what exactly does this update mean? And what steps should hotels take to stay in Google's favor?
Let's analyze:
Main components
Most of the updates focus on fundamentally changing the way Google indexes and ranks content. These changes include:
- Enhanced ranking system: Google has improved its ranking system to promote sites that provide a great user experience. It is set up to prioritize content written with people as the primary audience, not search engines. User satisfaction becomes the new standard for content success.
- New spam policy: Content deemed “low quality” may be demoted from top search results in a more targeted manner based on the updated policy. Google draws a clear line against pages created solely for the purpose of ranking “games.”
- Scaled Content Abuse: The primary focus of this update is cracking down on the mass production of low-quality, unoriginal work produced through automated tools and other substandard sources. Google wants to limit “content farms” that prioritize quantity over quality.
- Abuse of site reputation: This update also aims to stop trusted, reputable sites from hosting “spammy” third-party content just to capitalize on a particular site's established track record of authority. . Google considers this to be misleading to users.
- Abuse of expired domains: Buying up expired domains to improve the search rankings of low-quality sites is also a target. Domain history and trust signals are important.
Ultimately, Google will fight the alarming trends in online content and do its best to digitize everyone, thereby attracting the most profitable audiences.
How should hotels respond?
For many years, our advice regarding core updates has been consistent. This means focusing on creating high-quality, engaging content that truly addresses the needs of your audience. This latest development not only strengthens that stance, but also provides a more concrete example of what Google considers “low-quality” material.
With this in mind, hotels should respond to the March 2024 update as follows:
- Write engaging content: Create web pages, blogs, and other materials that meet user intent by providing what users are actually searching for. By being aware of the spam tactics Google calls out and avoiding relying on them, you can ensure your site finds the right users.
- Avoiding AI-generated content: AI has been making a lot of headlines lately for its ability to seemingly create content instantly out of thin air. However, it's not exactly a magic wand. Using AI writing tools can be a valuable tool to help you craft your materials, but Google is clearly cracking down on the misuse of AI to poke fun at search rankings. It's best to rely on human-generated content when possible.
- EEAT exhibitor: All content should strive to build a foundation on the four pillars of quality. Its pillars are: EExpertise, Eexperience, aauthority and TReliability (abbreviated as EEAT). If your site contains questionable third-party content, we recommend editing it (or permanently removing it) by May 5th to avoid manual penalties. Manual penalties can be difficult to recover from.
- Focus on quality over quantity: More content doesn't automatically mean better rankings. Simply flooding your site with walls of keyword-heavy copy no longer works. Instead, we prioritize creating high-quality, accurate content that provides real value and utility to our core audience.
- Follow Google's best practices. Google provides extensive documentation on building content and websites that follow Search Essentials guidelines. More information about these parameters can be found at this link.
Ultimately, Google's March 2024 core update strengthens what the search engine has prioritized for years: a great online experience for users. Google aims to show you the most reliable, helpful, and relevant results for your specific query by cleaning up spam and low-quality pages.
For hotels in particular, this means redoubling efforts to build high-quality content marketing that informs and engages travelers. Generic “filler” posts and thin, unrelated content reused across hundreds of sites are no longer useful. Now more than ever, user value must come first.
Need a hand to make sense of it all? Sendin can help!
If you need an edge when it comes to auditing your hotel’s digital presence, updating your content strategy, or understanding hospitality SEO after this update, we highly recommend contacting Cendyn today. Our experienced team of industry-savvy marketing professionals will ensure your facility stays ahead of the curve. We can also help you get the most out of your hotel's advertising budget, customer engagement, and marketing strategy. All of this directly translates into improved guest satisfaction and increased revenue.
Apollos Gause – SEO and Growth Innovator. Connect with Apollos on LinkedIn.
About Sendin
Cendyn is a hotel Find, Reserve, Grow – Drive revenue, maximize profitability, and build deeper connections with guests through integrated solutions.
Cendyn has been serving hoteliers for nearly 30 years, managing brands such as Outrigger Hospitality, Hyatt, IHG, Aman Resorts & Hotels, Relais & Chateaux, Banyan Tree Hotels & Resorts, Coral Tree Hospitality, and Onyx Hospitality Group. It has more than 32,000 customers in more than 150 countries, including – Generates more than $20 billion in hotel revenue annually. The company has offices around the world and supports a growing customer base.
For more information, please visit cendyn.com.