Source: Search Engine Roundtable by barry@rustybrick.com (Barry Schwartz). Read the original article
TL;DR Summary of Google Testing Website Links in Hotel Local Pack on Mobile Search
**Google** is experimenting with adding **website links** in the **hotel local pack** on **mobile search**, similar to previous desktop tests. This feature aims to increase **click-through rates** by directing users straight to hotel websites. The test’s rollout remains uncertain, but early observations suggest improved user engagement with hotel listings.
Optimixed’s Overview: Enhancing Hotel Listings with Direct Website Links on Mobile Search
Google’s Experimentation with Hotel Local Pack Features
Over a year ago, Google initiated tests incorporating direct website links within hotel local packs on desktop search results. Recently, this feature has been spotted on mobile devices, signaling a potential expansion of the testing phase.
Impact on User Engagement and Click-Through Rates
- Direct Website Access: By linking directly to hotel websites from local packs, users can easily access booking and relevant information.
- Higher Click-Through Rates: Early insights suggest this change could improve user interaction with hotel listings.
- Mobile Optimization: Bringing this feature to mobile aligns with increasing mobile search usage among travelers.
Current Status and Future Outlook
While the feature is visible in testing phases, including screenshots shared by industry observers, Google has not confirmed a full rollout. Monitoring ongoing developments will be essential for hoteliers and SEO professionals aiming to optimize local search presence.
