Google Flight Search Rolling out to the main SERPs

Further developments of the Google Flight Search product have been announced, Google Flight Search results are being promoted to the main web SERPs. Still currently only available for domestic flights within the US, if you type in a search query such as “flights from {US departure location} to {US arrival location}” the results are expected to display airlines, their routes, arrival and departure times and the price. This side by side placement for flights make it easy to compare process from within the SERPs, there is likely to be the quick link straight through to book the flight on the airlines website. I say “expected” and “likely” because I have yet to be able to replicate this in the result myself but Google announced it to be rolling out from the beginning of the week. This development shows no sign of greater inclusion of meta search sites or OTAs, whose lack of presence allegedly has been enforced onto Google by request of the airlines in exchange of their willingness to provide data for this feature. This undoubtedly has led to discussions around freedom of choice and we wait to see how Google reacts to this and incorporates OTAs and meta search sites further into these flight SERPs.

What this means
Any sites which appear on the first page for flight related queries are going to find their share of the real estate changing. Looking at the screen grab I have taken from the relevant post on Google’s Search Blog you can clearly see that the #1 natural listing will no longer be visible above the fold, with both Sponsored Ads and the new Flight Search product claiming the top spots. Of course like anything there are winners and losers, Airlines will benefit here and can claim increased real estate, but others will lose. When looking at visibility reports bear in mind that top positions are no longer expected to receive as high CTRs as before. Airlines are to expect increased traffic and conversions, however OTAs and meta search sites can expect a decrease in traffic.

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