Hotel SEO to Adapt to Google Hummingbird Algorithm II
I know that search engine marketing has become increasingly complex and demanding, and that I need to increase SEM campaign management, budget and campaign monitoring efforts.
Increased Competition by the OTAs: Since many major brands have disallowed the OTAs from bidding on brand-related keyword terms (e.g. Marriott Atlanta, etc.), OTAs have refocused their paid search campaigns almost exclusively on independent hotels, resorts, casinos, etc. Priceline reported that they had spent over $537 million on paid search in Q3 2013 alone!