Today, Google values new kinds of content when ranking websites - the kind that is traveler created, the kind that is earned, quite possibly the kind that is posted on social media (though Google doesn’t admit to this, yet), and so forth. At the end of the day, content marketing is the rather complicated and most successful path to organic search rankings. Do hotel search rankings still matter, you may ask, with the proliferation of OTA and meta-search sites that dominate hotel search engine results? And what about the fact that travelers are using social media more and more to research and plan travel? The answer is still yes, organic search matters. According to Forrester Research organic search continues to be the #1 way US adults find websites. However, in order to compete in one of the most competitive industries in the world, hotels must be two steps ahead when it comes to organic search optimization. This means moving from traditional optimization techniques to using content as optimization across all channels. Get the full story at TrustYou