Staying Ahead of Recent Changes in Google Search and AI Results – By Apollos Gause
In May 2024, Google announced some big changes for search, as well as the launch of AI Overview scheduled for this week.
Aimed to revolutionize the way users plan, research and learn, these new features include:
The option to further simplify or break down searches with AI Overview Multi-step reasoning capabilities Planning capabilities Search results organized by AI New Ask-With-Video feature with Google Lens
AI overview
Coming soon to Google Search Labs, AI Overviews will allow searchers to simplify the language presented in search results and/or break it down into more detail. The purpose is to refine search results without requiring multiple searches to find the information you need. After the search, two buttons will appear: “Easier” and “Break it down”, which allow you to view the information in an easier format or in more detail.
Multi-step reasoning
By using Gemini AI’s step-by-step reasoning logic, Google can now begin to understand searches no matter how complex your search is, including some very subtle nuances. While Google can currently understand long-tail keywords, better multi-step reasoning will make more complex queries easier to understand, providing more accurate results. For example, if you want to find a seafood restaurant on the west side of town that is open late and offers discounts, you can search: “find the best late night seafood restaurants on the west side that offer discounts.” Google will return a much more granular result.
Planning directly from Google
Google Search’s scheduling capabilities feature lets you organize what you need right in the search engine. This functionality gives you flexibility and collaboration options. For example, if you want to create a 3-day meal plan, you can do so with the option to make changes to the generated plan within the search results, by adding your favorite meals or selecting from options generated by Google and export these results without problems. Google also mentions that users will be able to co-create plans with others, but it’s not clear how that will work. The feature also actively helps you craft your plans every step of the way.
Search results organized by AI
Google Search is leveraging AI technology to categorize search results into different groups, helping users refine their searches much more easily. From now on, users will start seeing search results displayed under AI-generated titles. These headlines will represent a wide range of different content types and perspectives, as defined by Google’s search algorithm.
Google lens question with video
Google has also improved visual search, adding the ability to ask questions with video. Google Lens has added a video search feature that will allow users to record a short video with questions. Google can then generate an answer to the user’s questions presented in the video.
What does this mean for hotels?
As always, it’s important for hoteliers to maintain an awareness of how Google search works. The search giant’s underlying algorithm is extremely sophisticated and constantly changing, but it always prioritizes consistency, quality and relevance to provide users with the best results. This latest round of updates incorporates additional refinement that makes use of emerging AI technologies, but the incorporation of these strategies aligns with Google’s current ranking methodology. Therefore, best practices for hoteliers remain relatively consistent.
Make sure the information on your website is accurate. Periodically check that the content is up-to-date and update it as needed. Always look to identify opportunities to expand website content (eg, providing information about hotel updates, upgrades, local attractions, restaurants, current events, a blog, etc.). Make sure the content is engaging. Google search results prioritize content written for a human audience. Avoid AI generated content. While it may be counterintuitive to help AI search functionality by avoiding AI content, this is recommended. Check out Cendyn’s previous post, “How hotels should respond to Google’s core updates.”
Any question? We are here to help.
As an industry leader in hotel marketing, Cendyn intimately understands both the complex nature of search best practices and the fast-paced nature of AI technology. So we’re happy to help you with some tried-and-true tips on how to best position your property for maximum visibility in your next guests’ online searches. Please don’t hesitate to contact us today to see how we can connect with the solutions that will best serve you, your property and your guests.
Apollos Gause – SEO and Growth Innovator. Connect with Apollos on LinkedIn.
About Cendyn
Cendyn is a global hospitality cloud-based technology company that enables hotels Find, book, grow – generate revenue, maximize profitability and create deeper connections with guests through its integrated solutions.
Serving hoteliers for nearly 30 years, Cendyn has more than 32,000 customers in more than 150 countries, including brands Outrigger Hospitality, Hyatt, IHG, Aman Resorts & Hotels, Relais & Châteaux, Banyan Tree Hotels & Resorts, Coraltree Hospitality and Onyx Hospitality Group – generating over $20 billion in annual hotel revenue. The company supports its growing customer base with offices around the world.
To know more, visit cendyn.com.
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