Search Tactics for EU Hotels, Google’s Updated Spam Guideline, When might Yelp v Google Go to Trial?
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How Individual Hotels Can Win in EU Search:
Our research on hotel searches in Europe, revealed that Booking.com dominated user clicks, especially through ads, while Google's Hotel Finder and Business Profiles saw significantly fewer interactions. One surprising discovery was the prominent role of ads, with over 50% of mobile clicks going to ads, particularly Booking.com.
We explore how Google’s algorithm and ad strategies favor aggregators like Booking, rather than individual hotel brands, who do however have an ad opportunity with the new(ish) carousel ad and the Google…
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