In Google’s continued search for the right balance between form and function, they are trialling a different layout for the main SERP results. The main item they are ‘nip tucking’ is local results this time. Specifically, how the map element and content in local listings is displayed to users. Best way to explain, is to show.  So, here is a hospitality example:

1. For a branded hotel search phrase,  for example “hotel contessa“, we see local listing content brought directly into the main user interface.  Item 1 inside the screen shot is perhaps the most important update. If a branded search exactly matches, then Google now bringing in product imagery that before was only accessed by visiting the local listing itself – which was a click away.  Now, thumbnails exist just underneath the map on the right hand-side. (Hint: Best make sure your best pictures are being used!) by default. No interaction needed. Item 2 is bound to appease the OTAs (online travel agencies).  Recent ‘GTravel’ proposition related rumblings inside the ‘plex have annoyed OTAs. Also, the fact that a couple of months ago Google stopped calculating review/OTA sites in their approach to ratings/reviews, we still see they’ve kept these links hanging around. The fact that Google in theory doesn’t take much (or supposedly, any) notice to 3rd party review content – instead focusing on Google User Reviews – these 3rd party links still retain primary content in this new UI.   (Money clearly talks still).

2. For unbranded searches such as this example below, we see less of a significant change. There are some subtle difference between the UIs on high level generic phrases such as ‘san antonio hotels” versus “san antonio riverwalk hotels”. The local listing for the longer phrase expands to include 2 line descriptive text, headline font is marginally larger than generic geo-sensitive search and headline text itself isn’t the business name associated with the local listing account. It’s more akin to page title description text (not that this is new by any means but pointing it out for those who never knew).

Of note, in this hospitality example of the UI changes, is the integration of the “travel Dates” feature. Interacting with this widget allows you to adjust the travel dates and updated rates for the revised date selections made. Now, why is that important? Google has now enabled users to shop rates between hotels without needing to go to maps where this feature traditionally was placed. So for the rate conscious user, this is a nifty results page feature. Rolling over the ads shows a roll-over with the main OTAs (Expedia.com, Hotels.com, Travelocity.com for the most part) with a link to the hotel website direct too.  The hotel direct rates are (still) not introduced into the this roll-over and so assumed into any element of Google’s pricing content. This is a longer standing issue and something I know many Revenue Managers aren’t ecstatic about.

So, all in all, some subtle design changes, moving around of local listing content elements, different results based on context and geo-proximities, moving local listings around in random fashion in the list are the main takeaways.

Mainly though, what Google are doing is bringing local content that was once behind a second click to the forefront and adding in the Travel Dates feature. As a firm that drives direct internet distribution for hotels and resorts, the one thing we don’t like and have asked to see change is the rate-pulling from OTA’s APIs and not those of the independent properties. It’s been quite a while now that rates have been introduced into the content stream, but yet nothing to support rate provisions from non-global brands or OTAs. Shame.

One thing you can expect to see is if your business is getting Google to do 360s and photos of your business location, you can bet it’s going to end up in this updated UI.  You can request your business photos here. Then on this topic, expect video and other content to work it’s way over time into the front page SERP results we expect. On a side note, nothing on the mobile search UI front in these scenarios. That remains as-is for the minute.

2 blog posts in one day! No we haven’t gone mad… yet. We just thought that you all should see this news as soon as possible.

In the last few hours Google has changed their algorithm that pulls in review numbers. Previously when you searched for a hotel, let’s say in Chattanooga TN, you were shown a count of reviews box to the right of each search result that numbered in the hundreds or even thousands for 1st page GP results. This was because Google pulled the reviews from a number of different sources to build the cumulative count of reviews. However, now Google shows an extremely low number. Why?

The review number for this hotel is now, just 15. Previously for the Chattanoogan this figure was in excess of  200 reviews ( Tripadvisor + hotels.com + yahoo etc. etc.). This change may have a close correlation with the gaining traction of Google +1. Google wants its active members to get involved and have the main say behind review results.

So what is the impact hotel and other industry local SEO effort? The number of Google Places reviews (and their quality) will likely have a huge say in future SERP rankings. For instance my search above ranks the hotels almost perfectly in review number order – 32, 15, 4 & 5.

So what’s your follow up question to that? Hands up please… That’s right… How do we get more Google reviews? Thats something that agencies and clients need to think about and resolve before Google leaves them behind.

As many in the online marketing field know, Bing and Yahoo are joining forces in the coming months to bring consumers a whole new way to search the web. Starting in either August or September, Bing organic results will begin to display in the Yahoo organic results. This means that if you have been enjoying high organic rankings in Bing, then you will now have comparable organic rankings in Yahoo. Mostly this merger will impact the paid search side of things with Yahoo advertisers migrating over to the Microsoft AdCenter platform.  According to some estimates between 25-30% of the organic listings found in Yahoo will be from Bing. Some may ask why the alliance and how can I optimize my website to rank better in Bing?

Well, over the past couple of years Yahoo has seen their market share of searchers decline. This same trend has been seen by Microsoft, but in the past year with the launch of Bing and the creative marketing strategies that they employed to get people to try Bing, Microsoft has been seeing some increases in usage. Both search engines are both still sub par to Google, but do offer different population segments to advertise too. The Yahoo and Bing Alliance is contracted for 10 years and slated to bring the best of both search engines to the table. There are high hopes of cracking the semi-monopoly that Google has on the search world through this joining of competitors.

Now you might be asking how can I make sure that my website still is ranked high in both Yahoo and Bing? Well here are some tips to optimize for both Bing and Yahoo:

Signup for Yahoo Site Explorer and Bing Webmaster Tools. By setting up Yahoo site Explorer and Bing Webmaster Tools for your website, you will see what the search engine spiders see when they index your site. These webmaster tool platforms will show you areas that you might need to change to gain precious rankings. Bing recently launched a new webmaster tool platform which allows for more insight to what Bing spiders see when they index your website.

Follow proper SEO techniques. They are still search engines, so following proper meta tag implementation and making sure your on-site content is appropriate and keyword rich is still very important.

Check Your Robots.txt File. Be sure to check your robots.txt file to ensure that access is granted to MSN/Bing bot. If it is not, then you might be turning away the Bing spider and possible higher organic rankings in Bing.

This new alliance of Yahoo and Bing is a good thing for the search and online advertising world. Just be sure you are prepared and not left in the dust.