In terms of SEO and travel specifically, (it would be) the dual algorithm updates in January (unnamed) and February (“Panda” or “Farmer”) focusing on downgrading sites with duplicate and/or low value content.

Why is this issue for travel specifically? Because if there’s an archetypal site that has duplicate and low value content, it’s a travel aggregator/booking engine, with the associated preponderance of white labeling and content from central databases that is used by multiple sites.

The typical approach to get round this is to supplement the “standard” travel content with user generated reviews – but that’s not always successful if, for example you don’t have enough users to generate a critical mass of reviews.

For this reason a content strategy needs to be carefully thought out especially in light of the latest algorithm updates.

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