Metasearch: Adapting to Changes in Organic Results & Maximising Platform Influence in 2024

16th Jan 24 . News, Hospitality

Navigating the Evolving Landscape of Organic Visibility

Since June 2023, the terrain of Google's organic search results has experienced a notable shift. The days of direct listings securing the top spot in the organic section are no longer guaranteed, ushering in a more challenging era for organic visibility. This transformation underscores the escalating significance of paid advertising on Google. Faced with the unpredictability of organic rankings, businesses are compelled to recalibrate their strategies, prioritising paid ads for immediate and targeted visibility. In essence, this update signals a pivotal change in the digital marketing landscape, emphasising the heightened value of paid ads as a strategic imperative in the ever-evolving online environment.

Battle and Triumph Against OTAs

Recent data reveals a compelling narrative: hotels witness a remarkable 55% surge in clicks when their direct rates outshine those offered by Online Travel Agencies (OTAs) on Metasearch platforms. This underscores the pivotal role of competitive direct rates in attracting discerning and value-conscious travellers.

Tailoring rates to align with evolving preferences not only captures attention but also positions your direct channel as the preferred choice. This strategic emphasis not only enhances online visibility but also propels click-through rates, ultimately driving more bookings. Stay ahead of the curve by leading with irresistible rates, positioning your property as the top choice for today's discerning travellers.

For brands that match OTAs in their rates, consider incentives for direct bookings such as complimentary drinks, breakfast or discounts on facilities to make direct bookings more enticing to potential guests. This will drive conversions away from OTAs and to your site which, in turn, will save your brand spend on OTA commissions in 2024.

Trivago's Influence in the Meta Landscape

Consider Trivago's recent surge as more than a statistic—it's a pivotal consideration for your campaign strategy. Elevating Trivago's visibility across diverse channels becomes paramount, especially in light of the platform's expansion of search results from 25 to 35 properties on the first page, effective from the 29th of August 2023.

To capitalise on Trivago's impact, align your bidding options with industry leaders like Google and Trip. This not only enhances usability but also standardised bidding practices across platforms. Adopting a cohesive bidding strategy empowers your campaign management, providing better control and optimisation of your advertising efforts in this dynamic and competitive digital landscape.

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