A study warns about the impact of Google SGE on the travel sector

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The study is small, it's true, they only analyzed 852 keywords related to the hotel sector. For example, "hotel near me" or "cheap hotels in panama city beach". But it is very recent, from January 2024. And it has focused on desktop. Could it be that what they have analyzed is not even 1% of what we are going to see in the future? Well, yes, it's true.

However, we think it is a good study to see where things are going.

We have already talked about the impact that SGE will have on organic search graphic design email address list and even on the SEO profession in other posts that I have linked for you.

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Many sectors are already predicting a loss of clicks thanks to the zero-click searches that this technology will accumulate . In the travel sector (trips, hotels, etc.) it seems that we are going down the same path.

Below we list the main conclusions:

The results in which you can generate a response through SGE have been 94%. However, they do not appear by default, for now you have to press the "Generate" button to be able to see it.
The most frequently linked domains in SGE results are TripAdvisor, Hotels.com and Expedia.com . These brands seem to have the most presence in SGE results. This could be an indicator of a strong EEAT.
Domains that usually rank in the Top 3 in the “normal” Google search are not guaranteed to rank in the Top 3 in SGE results.
The Google local pack is usually the central content element in most of the results analyzed. It can include up to 5 list-type elements while the standard Google search only includes 3.

source: peakace.agency
The results analyzed in the study show that SGE is a very visual tool , at least in this type of search when brands are included. One more clue about a trend that has been emerging lately. The end of keyword SEO and the beginning of brand SEO .
In informational queries, small competitors still seem to have a relevant role , mainly in review and niche content.
What does SGE mean for the travel and hotel sector?
Although we are not futurologists, we can venture the following, given what this study has revealed:

-This sector and others should probably opt for SGE strategies to identify potential risks of click losses.

-It cannot be said louder or clearer. The EEA, the expertise in a subject or sector, seems to be fundamental and, hand in hand, the links and mentions will gain fundamental weight.