engleski

Improving direct online sales in the hotel industry: expanded paradigm variables of Google algorithms for ranging

The purpose of this paper is to explain and distinguish the process of guest traveling and the guest’s booking process to subprocesses, and in that context deepen and broaden the understanding of Google’s Ranking Factors, whose quality determines the position of the SERP (Search Engine Result Pages). Each hotel as a business system strives to direct as many online users as possible to convert through an online reservation form on a direct online channel or web site compared to OTAs. The aim of the work is to identify, classify and define all the factors influencing the final decision on the online booking of the hotel. In this respect, this paper seeks to point out the fact that besides RF, which are an integral part of Google’s Search Engine Optimization (SEO) analytics, the final decision on booking is also influenced by the factors that Google algorithms work indirectly and are defined through expanded paradigm Google algorithm. Methodology - The research will be conducted in 3 phases. In the first phase, all relevant literature and research will be studied and analyzed. In the second phase, all current RF and software reference sources and their software updates for depth analysis (Google, MOZ, SEMrush) are investigated to determine their current relevance and optimization capabilities more accurately. In the third phase of the research, the relationship between the individual phase of the online booking process and the travelling cycle phase will be put in place to determine the factors that directly or indirectly affect the generation of the SERP result. Limitations at this stage show the lack of space for conducting empirical research in terms of conducting factor analysis on concrete examples and analyses because such an approach would have significantly exceeded the scope of this paper. Practical implications - On the basis of research of factors, industry practitioners can learn about up to-date factors that affect direct online sales and optimize them in business practice. The scientific contribution of the work is reflected in determining influencing factors for direct online booking in the hotel industry and the introduction of RF matrix for a positive impact on sales improvement through direct online sales channels based on the expanded paradigm of Google’s ranking algorithm variables.

google algorithm ranking factors (RF) ; SERP (Search Engine Result Pages ) ; online booking ; travel/booking process ; SEO

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