Reviews have been a growing factor in organic rankings for quite some time now. With this new UI update, we see the importance only continuing to grow. Note that all reviews matter (Trip Advisor, Facebook, Expedia etc) but that – as with the “Local 3 Pack” – your GMB (Google My Business) engagement will have an even more direct effect on this ranking as it’s included in the “Local 4 Pack” interface. Surprisingly, many hotels still let GMB fall to the wayside. Don’t follow their bad example – jump in there now and continue to do so moving forward. Get the full story at Screen Pilot