The importance of the Google mindset

At the recent SAS Premiere Business Leadership Series event, it was noted that when it comes to shopping for hotel rooms on hotels.com, there can be such as thing as too much choice. The internet-savvy consumer has become a search drone, relying on little more than placement and ranking as a prequalifier of hotel quality.

Given a choice between slicing and dicing search results to find the perfect hotel room, most consumers were found to pick a hotel from the first five results. That means all the capability of incorporating prices, star ratings, distance and other factors to influence consumer decision, it comes down to rank.

I'm astounded. The first five positions. No matter what the search vehicle, an Online Travel Agency, a search engines results page, listing by quality or simply alphabetically, consumers view listings in the top 5 results as an endorsement from that source.

Rank is an endorsement. No matter what you offer, no matter where you advertise. Your position, or rank in those results, is the measure by which consumers judge you. So the important question to ask is, has your marketing been paying off for you? Are you purchasing your position in some search vehicle or OTA? Engaging in search engine optimization to capture the all important organic visitor? Are you even in the right search engine or source?

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