Now, it's all about the user experience, which is increasingly mobile. Google is predicting that mobile search will overtake desktop search queries by the end of 2014. We increasingly use voice search and talk to our mobile like we would our best friend. We ask it about the weather, best restaurants and the best hotel to stay. Last year, an SEO checklist consisted of back links (from anyone anywhere), on-page SEO, domain names, hosting location and link structure. Practices were easily gamed by building artificial links and stuffing poor content with keywords, most of it focusing on desktop search. A year on, things have changed enormously. However, as yet I don't see much movement in travel industry and hotel marketing strategies. The industry doesn't 'get it' yet. They should. Get the full story at eHotelier