There’s been many significant, often fascinating, changes in SEO over the last few years, one of note being when Google introduced a form of machine learning into its ranking algorithms in 2016 – rankbrain. A tool with a very clear purpose, it’s used to match differently worded queries with the same intent, with the same results.
As other video platforms have grown their audiences during the past year, YouTube’s audience remains one of the largest and the ease of sharing a YouTube video is what draws millions of travelers and brands to click, watch and share. YouTube is still the host platform for many marketing campaigns and brands see it as a place to expand on their storytelling rather than quicker clips for other social platforms.
— Dan Peltier
Major Changes From Google in 2016 That Impact Hotel Marketing
As 2016 winds down, we’re looking back at the major changes that impacted hotel marketing over the past year. For the most part, Google has influenced a lot of them, ramping up their focus on mobile and continuing their own expansion into the travel industry.