Google regularly alters its search algorithm, issuing broad core updates as well as spam updates that may impact hotel SEO success. Staying abreast of these developments can be challenging but understanding these changes is critical to hotel SEO success.
This article will help you gain an understanding of these changes, how they impact content strategies, best practices and new principles that you should abide by.
RankBrain
Google uses an artificial intelligence system called the RankBrain algorithm to enhance search results, by interpreting queries and selecting relevant results based on context. Since its introduction and updates, this algorithm has fundamentally transformed search as we know it – altering searches as never before and significantly impacting SEO strategies. Google regularly modifies its algorithms in order to enhance user experiences while maintaining search integrity – changes which often have significant ramifications for SEO strategies.
From 2015-2022, Google separated RankBrain out as part of their core search algorithm under the brandy update. Later in 2023, however, another change to their algorithm called the Possum update was released with an emphasis on local listings accuracy.
In 2024, Google’s Spam Update made a dramatic impact in only 48 hours. It shifted search rankings significantly for some websites while rewarding others; one of their fastest ever changes ever made! The update focused on sites with too many advertisements; also trying to avoid low-quality content like thin, oversimplified material or duplicate posts.
This update to Google’s core search algorithm places greater emphasis on the quality of website content. To provide your visitors with helpful, relevant answers that meet their needs effectively and efficiently, following best practices such as writing in natural language without keyword stuffing is key to providing helpful answers that meet user demands – Latent Semantic Indexing (LSI).
Hummingbird
Google’s Hummingbird algorithm marked a revolutionary update of their search engine. A machine learning model designed to interpret spoken language searches and understand context and intent, Hummingbird was introduced in 2014. Focusing on improving long-tail searches by recognizing relationships among words found within queries, it marked the biggest update to their algorithm since 2001 – significantly altering how users find information online.
Hummingbird was not simply an update of Google’s existing algorithm like Panda or Penguin were; rather it represented an entirely new engine. Danny Sullivan likened its introduction as adding new parts like filters or fuel pumps to an engine already existing; Hummingbird represented an enormous step toward semantic search which prioritizes content over keywords alone.
Hummingbird seeks to deliver answers that best match a user’s query, taking into account that most searches don’t use keyword-rich searches but are instead spoken-based queries. Therefore, staying abreast of current SEO practices and trends is vital if your website wants to stay competitive in this evolving search paradigm.
There are various SEO software platforms with features to track changes in search rankings, which is an indicator of algorithm updates. Engaging with the SEO community through forums and social media is another way of staying abreast of trends and developments within the industry.
Penguin
This update, intended to filter and penalize websites that spam search results by purchasing or artificially growing links, marks an important change to Google’s core algorithm and should have its full impact over time. As it currently rolls out gradually, its impact can only be felt over time.
Penguin penalises hotels whose backlink profiles do not conform with industry norms, so JEMSU encourages its clients to create content that inspires and educates, rather than simply self-promotes. By doing this, the website becomes an authority in its field – which results in quality inbound links from trustworthy sources.
Since introducing Panda and RankBrain, Google has prioritized rewarding sites that deliver quality and relevance for its users. As it continues to update its technology, this has allowed it to better interpret search queries and interpret text.
As algorithms change, SEO experts must adapt their strategies. Black hat techniques that once worked may no longer be applicable or risky – and JEMSU is committed to helping its clients adjust to this new SEO reality by prioritizing user interests and adopting a long-term perspective when approaching digital marketing strategies for 2024 and beyond. For instance, with Panda updates coming regularly now as well as core updates which require an entirely new approach from businesses looking at digital marketing, JEMSU advises clients how best to adapt.
Panda
Google is continually working to understand what searchers want and provide it for them, which includes assessing the value of content on websites to make sure it satisfies what users are searching for. SEOs need to stay abreast of these shifts to make sure their work meets current requirements.
The Panda algorithm change acts like a content quality filter, eliminating websites that do not add value from SERPs. It assesses web pages URL-by-URL and impacts search engine visibility for those specific URLs.
Additionally, Google’s algorithm works to eliminate sites with too many advertisements or an excessive bounce rate; demotion of spammy sites; or those which receive frequent DMCA takedown requests is also discouraged by this search algorithm. Hotel marketers must therefore be sure their content is high-quality and relevant to their targeted audience in order to stay at the forefront of digital marketing trends.
Panda updates happen periodically rather than immediately, making it hard to assess how an update will impact hotels until after its implementation and results become visible in SERPs.
Google announced a few years ago that they would try to avoid making major changes during the holidays, though this may not always be possible; holiday seasons often bring unexpected volatility to search results pages (SERPs).
Core Updates
Google makes changes to its core ranking algorithms several times every year, which reshuffle the rankings of many indexed web pages. Core updates aim at improving search results by addressing specific signal issues; examples include March 2017 Fred Update which targeted reviews and product listings; January 2017 Intrusive Interstitials Update which addressed pop-up ads as well as mobile interstitial types; and September 2016 Possum Update, which restructured local SERP listings and how the company processes local signals.
These changes typically roll out over a number of weeks. SEO specialists should use this period to monitor their website’s performance and traffic to evaluate any impact from this new core update, while keeping an eye on other SEOs and Webmasters in order to see what others are experiencing.
Google often provides details regarding core updates to their search experience and advice for webmasters and content creators when announcing changes, which hoteliers can use to ensure their content remains relevant and informative.
Another method for detecting potential impacts is to assess search performance in different geographical regions or devices, as well as pay attention to wider SEO/Webmaster communities in order to compare any observed changes with wider trends.
Earning visibility in organic search can be an integral component of success for hotels, yet sometimes its results can seem unpredictable. Although Google does not reveal all of the specifics behind its ranking algorithm, they do provide some best practices that ensure you create high-quality content without using spammy techniques – by following these guidelines you can ensure your hotel’s presence will grow and flourish in organic search results.