Search Tactics for EU Hotels, Google’s Updated Spam Guideline, When might Yelp v Google Go to Trial?

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 Business Profiles for visibility. While Booking.com often dominates ad spots, the landing pages sometimes confuse users by showing lists of hotels instead of the specific property clicked from within the Google Hotel Finder.

Google Updated Spam Guidelines: Helpful or FUD?

We discuss Google’s recently updated spam guidelines for web search. The new policy defines spam as content designed to deceive users OR manipulate Google’s search systems for higher rankings. While the term “deceive users” is clear, the use of “manipulate,” could be interpreted broadly to include legitimate SEO practices aimed at improving visibility.

How should businesses and agencies react when dealing with Google spam guidance? Google has a history of FUD. Both groups should be aware of the risks of pushing the limits of SEO. If you're focused on providing real value to users, the risk of penalties remains low, but it’s critical to stay aware of evolving rules.

When & What are we likely to see in the Yelp antitrust case against Google? 

The Yelp case accusing Google of unfair business practices, specifically using its dominance in local search to disadvantage competitors like Yelp could provide plenty of insights which may uncover data related to Google’s local search algorithms.

Yelp argues that Google’s local search and local ads operate as separate markets, using a unique algorithm and data set. However, like the Epic Games case against Google, it could take as long as three years for the case to actually go to trial and several more years to explore penalties and file appeals. 

That being this case could impact future legislation, especially in light of the EU’s Digital Markets Act and its approach to regulating tech giants like Google. 

The Near Memo is a weekly conversation about Search, Social, and Commerce: What happened, why it matters, and the implications for local businesses and national brands.
Ep 176

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