Google has recently started testing a new search engine result page feature called Google Price Insights. Google will soon be able to tell users if the hotel they are about to book is the best deal or not with Google Price Insights. Price Insights will show searchers other similar properties in the area that are less expensive than the one they are searching.
We all know that branded keyword terms lack true competition as users searching with branded terms are often more ready to book right then. However, Google Price Insights will be able to interject this behavior by displaying similar competitor rates nearby.
Google’s new feature will help properties gain more visibility for keyword terms and groups they would not normally go after in their SEO efforts. A property that maintains competitive pricing and stays on top of seasonal trends could appear in the Google Knowledge Graph for their competitor’s branded keyword terms, ultimately ranking higher than their competitors due to better rates.
This change has the potential to lead to more organic traffic from new unique visitors who otherwise would have booked with one of the other local competitors.
Example screenshots from Sergey Alakov, who first noticed this test being performed on Google.
For additional resources on how to beat your competition read our blog here for how to steal your competitor’s ranking, traffic, and guests.
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