If you work in the world of digital marketing, you know how important the omnipresent Google algorithm is. PageRank is the algorithm used by Google Search to rank websites in its search engine results. How your website fares in the PageRank algorithm is important because the majority of traffic to your website likely comes via a Google search. Roughly six out of 10 leisure travelers begin researching travel plans on a search engine first, and the number of people doing that research on a mobile phone or tablet continues to increase.

For destination marketers, these facts highlight why it’s important to know how and why Google is changing its search algorithm. Understanding algorithm changes can help you improve your digital marketing tactics, and it can also help explain changes in ranking in website traffic.

So what’s new with the Google algorithm? A few updates this year are worth noting. First, Google now favors mobile-friendly websites during mobile Google searches. Google announced the algorithm change prior to its implementation. A few of the qualities Google values in a mobile-friendly site include larger text that’s easy to read without zooming and well-spaced links. Mobile traffic now makes up an estimated 60 percent of all Web traffic, so the move was unsurprising and, according to most experts, expected. You can check to see if your site is mobile-friendly with Google’s test here.

More recently, Google confirmed a “quality update” to its page rankings. The core algorithm has changed in terms of how it processes what Google calls “quality signals.” Google has made updates intermittently regarding site quality, and it rarely outlines exactly what those signals are, but it does address the issue somewhat here. What we do know is that Google continues to place more value on useful, informative, engaging and rich content on websites that are regularly updated and provide more useful details than other sites.

The conversation about content quality brings us to one last important algorithm change, but this time it’s not Google. It’s Facebook. The company made significant changes to it algorithm for business pages that affects what shows up in the users’ news feeds. “When people see content that’s relevant to them, they’re more likely to be engaged with News Feed, including stories from businesses,” said a statement on Facebook’s site. “What we discovered is that a lot of the content people see as too promotional is posts from Pages they like, rather than ads.” Earlier this year, Facebook began limiting content updates that are too promotional in nature from appearing in user feeds. (Find out what Facebook considers too promotional here.) The move doubles down on Facebook’s goal to present only engaging, relevant information from users’ favorite brands to ensure users don’t feel inundated with promotional messages. It’s probably a good idea to review Facebook’s list of best practices if you’re worried about the quality of your content.

It’s difficult to predict how algorithms for Google or Facebook will change in the future, but it’s obvious that recent updates are focused on providing relevant, valuable content delivered on the devices people are using today.

 

 

 

 

Connect DC + Med | Tech
Nov. 28-29, Washington, DC

Connect DC

  • Must be a Corporate or Association Planner that is physically located in the DMV area
  • Third Parties are allowed with completed Trusted Planner Form
  • Must generate 50+ rooms on peak
  • Must have the ability to rotate nationally

Connect Med | Tech

  • Must plan meetings or events that serve the Medical OR Technology industries
  • Must generate 50+ rooms on peak
  • May be located anywhere in the United States
  • Must have the ability to source meetings nationally

Connect Pacific Northwest
Nov. 14-16, El Paso, TX

  • Must be physically located in Texas
  • Must generate 50+ rooms on peak
  • Must have the ability to rotate nationally

Connect Pacific Northwest
Sept. 19-20, Boise, Idaho

  • Must be physically located in WA, OR, ID, Northern California or Vancouver
  • Must generate 50+ rooms on peak
  • Must have the ability to rotate nationally
  • Must demonstrate a solid 2-year event history

Connect Florida
Sept. 13-14, Kissimmee Florida

  • Corporate or national association planner based in the Mid-Atlantic and Northeast
  • Must generate 50+ rooms on peak
  • Must have the ability to rotate nationally

Connect Faith + Southeast
Oct. 3-5, Little Rock, Arkansas

Faith

  • Must plan faith-based meetings & events
  • Must generate 50+ rooms on peak
  • Must have the ability to rotate nationally

Southeast

  • Must be physically located in the Southeastern
    states
  • Must generate 50+ rooms on peak
  • Must have the ability to rotate nationally

Connect Spring Marketplace
May 22-24, Puerto Rico
M
ore than 2,000 event professionals are expected for this industry leading event in Puerto Rico. Tracks include:

  • Association
    • Event must be able to rotate nationally
    • 50+ room nights on peak
    • 2-year history planning events
  • Corporate
    • Financial
    • Medical
    • Technology
      • Event must be able to rotate nationally
      • 50+ room nights on peak
      • 2-year history planning events
    • Citywides
      • At least 1,000 room rights with 100,000 square feet of exhibit space
    • Diversity
      • Planners for multicultural and inclusive organizations
      • Ability to rotate nationally
      • 2-year history planning events
    • Luxury & Incentive
      • Proven history using 5-star hotels and resorts for events
      • Ability to rotate nationally
    • Sports
      • Rights holders and event planners for tournaments/competitions that rotate nationally with at least 50 room nights on peak
      • LGBTQ+ Summit

Connect Marketplace
Aug. 8-10, Detroit
More than 4,000 event professionals are expected for Connect’s largest annual event.

  • Association
    • 50+ room nights on peak
    • Solid 2-year history planning events
  • Corporate
    • 50+ room nights on peak
    • Solid 2-year history planning events
    • Event must be able to rotate nationally
  • Specialty
    • Planners of SMERF (Social, Military, Educational, and Fraternal) events
    • 50+ room nights on peak
    • Solid 2-year history planning events
    • Event must be able to rotate nationally
  • Sports
    • 50+ room nights on peak
    • Solid 2-year history planning events
    • Event must be able to rotate nationally
    • Women in Sports Tourism Forum
  • BizBash
    • Must be a decision maker who is responsible for the procurement of event activations and experiences
    • Does NOT source meetings & events with hotels or CVBs
    • Third Parties and Intermediaries are not yet allowed to participate
    • If you are a Third Party/Intermediary, we encourage you to apply for the Connect track that is best suited for you