Tourism entities that understand Google's latest search changes will have long term competitive edge, is the view of online strategy author Bronwyn White in her new white paper, 'Insights into Action: The Travel Industry Meets Semantic Search'. 
 
According to White (pictured right), who is also the co-founder and director of MyTravelResearch.com, Google search is turning into a personal assistant more than a search engine.

The days of the Holy Grail metric of page 1 search results based on SEO and keyword dominance are all but gone. The sooner companies realise this and turn from being marketers to publishers of online content, the quicker their profits will follow.
 
In her paper she makes clear what Google's semantic search is, examines the specific opportunities it offers for travel businesses and destinations, and considers how to apply these insights to travel companies' marketing strategies and tactical executions.
 
"Let's be clear. Hummingbird, Google's new search algorithm, is not a search update, but an entire search engine overhaul. The days when the old search algorithm could be 'gamed' by artificial link building and stuffing poor online content with repetitive key words are all but over."
 
Bing and Yahoo are also embracing semantic search. But Google, with 67% of online searches is the dominant player by far.
 
Semantic search means that each person searching for a word or phrase, for example "Las Vegas," will receive a different set of search results depending on where they are, their search history and their previous social media engagement. Semantic search uses such context, online history and social media signals to personalise each person's search results.

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