During the Back to School for Digital Agencies conference, Mike Blumenthal and David Mihm of Near Media presented their latest research on consumer search behavior in the European hotel industry. Their findings emphasized that search behavior is not uniform across all industries, but varies significantly by vertical and geography. This means that businesses must tailor their local search and SEO strategies based on the unique consumer behavior patterns specific to their industry.
Watch the presentation and read on for more details.
Search Behavior Varies by Vertical and Geography
Near Media’s thesis is simple: to optimize local search investments, businesses need to understand how consumers in different industries search. The research shows that search behavior in industries like hotels, restaurants, and healthcare differs significantly, affecting how brands should approach SEO and local search optimization. For example, European consumers searching for hotels tend to rely heavily on aggregators like Booking.com, while those searching for healthcare providers focus more on reviews.
The distinction between pre-click behavior and post-click analytics is essential. While Google Analytics reveals what users do after clicking, Near Media focuses on understanding what influences their decision before they click, offering underexplored insights for agencies and brands.
The Methodology Behind the Research
Near Media typically recruits between 200 and 500 consumers per vertical study. These real users were observed as they performed searches on Google, providing insights into their behavior across desktops and mobile devices. The study captured their clicks, decisions, and thought processes to identify which elements of the search results had the greatest impact.
One intriguing case study involved the hotel vertical in Europe, where Near Media analyzed consumer interaction with Google’s search results. This was particularly relevant as Google responded to the Digital Markets Act (DMA) by introducing a new module that featured non-Google properties in an effort to prevent self-preferencing.
Findings in the European Hotel Vertical
The research highlighted important trends:
- Google Still Self-Preferences: Despite the DMA’s attempt to regulate self-preferencing, Google’s own Hotel Finder still appeared in search results more frequently than Places Sites module..
- Low Engagement with Places Sites: Although Places Sites were displayed prominently, less than 2% of users clicked on these listings. Consumers overwhelmingly engaged with Google’s Hotel Finder or Google Maps to explore hotel options.
This finding underscores the power of Google’s control over search behavior, even when regulatory actions are taken to level the playing field. You can dive deeper into the topic by reading on Google’s DMA Compliance here.
The Power of Ads in Search Behavior
One unexpected discovery was the dominance of ads in the European hotel search process. Near Media found that 53% of mobile clicks in the hotel vertical were directed to ads—predominantly from Booking.com. This behavior meant that many consumers never reached Google’s Hotel Finder or the Places Sites module, reinforcing the importance of paid search strategies for hotels and multi-location brands.
How Consumers Engage with Google’s Hotel Finder
Another key insight involved how consumers interact with Google’s Hotel Finder. Near Media discovered that users preferred to engage with the map interface instead of the list-based search results. This suggests that ranking in traditional organic search results may be less crucial for hotels than creating a visually compelling presence within the map view.
Consumers frequently used the Hotel Finder to disqualify options based on reviews or photos. This highlights the importance of managing online reviews and ensuring high-quality photos are available on Google Business Profiles and aggregator platforms.
Recommendations for Hotel Suppliers
Based on these findings, Near Media recommends several strategies for hotel suppliers:
- Optimize Aggregator Listings: Most consumer engagement happens through aggregators like Booking.com. Ensure that your listings are up-to-date and visually compelling.
- Invest in Visual Content: Photos are one of the top decision-making factors for consumers. Professional, high-quality photos across aggregators and Google Business Profiles can increase bookings.
- Engage with Reviews: Consumers often disqualify hotels based on negative reviews. Responding thoughtfully to critical feedback can improve perceptions and prevent disqualification.
- Leverage Paid Ads: Carousel ads and paid search campaigns are critical in driving consumer engagement, especially in competitive industries like hotels.
For a deeper dive into these findings, visit Near Media’s full research report on European hotel search behavior.
Search Behavior Across Other Verticals
Beyond the hotel industry, Near Media’s research shows that local search behavior varies greatly across different industries:
– Restaurants: Photos and menus are the top factors influencing choice. A well-maintained Google Business Profile is essential for attracting diners.
– Healthcare: Consumers focus heavily on reviews when choosing healthcare providers, but only a small percentage of users take the time to read them in detail. Star ratings and review volumes have the most significant impact.
Tailoring Your Local Search Strategy by Vertical
The key takeaway from Near Media’s research is that local search behavior is not one-size-fits-all. Whether you’re a hotel, restaurant, or healthcare provider, it’s critical to understand how your target audience interacts with search results. From ads and maps to Google Business Profiles, businesses must optimize their online presence to align with the specific behaviors of their customers.
For digital agencies and brands managing multiple locations, this research offers a valuable roadmap to refine their local search strategies. By tailoring tactics based on the unique behaviors of consumers in each vertical, businesses can enhance their visibility, attract more customers, and improve their ROI.
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