Google has recently updated it’s ranking algorithm, in the so-called “Panda” update. While Google never gives out exact details of what it looks for, the hypothesis is that Google is now using behaviour metrics, which means they look at what users are doing when clicking from Google to your site. The implication is that if your site is optimised for terms that are not relevant for the customer, and the customer quickly clicks back to Google, this can lower your ranking on Google.
This may affect hotel and travel websites more, since customers often compare several hotels and sites. So make sure that your offer is compelling wherever the customer lands on your site.
What you should do:
a) Check your Google Analytics report, to see if your traffic has dropped in recent months.
b) Review the key pages on your site and ensure that the Title Tag and the content on the page are relevant for the user. What this means is that if a user is coming to the page to look for eg “Granada hotel special offers” make sure that there is a compelling offer for them, that keeps the user on the site, rather than going back to Google.
c) Then update the pages with thin or little content, or where you are receiving a high bounce rate. Make sure that you have relevant and compelling content on each page, so that users that land from a search engine are compelled to stay. You may wish to use short videos, or add link to your latest offers on other pages.
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