SEO continues to play a critical role in hotel digital marketing success, with at least 30% to 35% of hotel website revenue generated as a direct result of organic search engine referrals to the hotel website. Every year, Google’s algorithm changes more than 500 times. This past year was no different, with Google throwing a major curveball to mobile sites with the Mobile-Friendly Algorithm Update in April 2015, a change that resulted in a 21% decrease in non-mobile-friendly URLs appearing on the first three pages of search results (BrightEdge). In 2016 and beyond, hoteliers and digital marketers should make data-driven, analytical decisions based on measurable results and research. They should stick to proven best practices, updating these tenets as needed. And they should think of search engine optimization (SEO) as a living, breathing, ongoing effort. Get the full story at HeBS Digital