When a business as established as Tripadvisor says that changes to search are affecting its financial performance, it’s clearly something that’s going to make my ears prick up.
In its latest financial results, Tripadvisor has written down $369.5 million of goodwill (an intangible asset on its balance sheet) on its Hotels and Other business division, due, it says, to changes in search traffic contributing to a less optimistic outlook. That’s a reasonably large number and quite a statement from an online business with, presumably, considerable SEO expertise.
I might say this, but I really don’t think this is another nail in the coffin for SEO. If anything, it reinforces a few things we’ve been banging the drum about at Browser Media for some time.
Here are my three main takeaways.
Brand building and digital PR are becoming more important, not less
SEO has traditionally focused heavily on non-branded searches because appearing when someone doesn’t already know your business is a great way to attract new customers. However, in our enthusiasm for non-branded rankings, I think the industry sometimes overlooks the value of branded searches.
Someone specifically searching for your business already knows you exist and is actively seeking you out. That’s a pretty good indication that your wider marketing efforts are working. Yet I think branded search traffic is too often overlooked, almost taken for granted, rather than recognised as a valuable indicator of brand awareness and customer demand.
And as AI increasingly answers questions directly, potentially removing the need to visit a website at all, that brand recognition becomes even more valuable.
This is where SEO and digital PR overlap, something we’ve championed at Browser Media for years. Getting your business talked about, quoted, recommended and recognised helps create demand that isn’t entirely dependent on Google’s rankings. It may also help your visibility in AI-generated results, where a strong reputation and mentions across many relevant sources can influence recommendations.
Perhaps it’s time we started paying a little more attention to branded search trends as an indication of SEO success, rather than concentrating almost exclusively on non-branded visibility?
We need to measure what matters, not just rankings and traffic
Another hill I will die on!
Tripadvisor reported that visitors arriving from AI platforms currently represent less than 1% of its traffic, but convert at significantly higher rates than average. That might not be many visitors, but potentially some very valuable ones.
As AI increasingly handles the early research stages of a purchase, we may see fewer people visiting websites simply to gather information. But those who do arrive could be much closer to making a decision.
So, should we really be worrying if organic traffic falls by 10% when enquiries or sales remain steady, or even increase?
We’ve always argued that getting more of the right people to a website is far more valuable than simply getting more people there.
Of course, rankings and traffic still matter. They help paint the bigger picture and are useful in identifying opportunities, spotting problems and gauging visibility. But they shouldn’t necessarily be the ultimate measure of success.
Predictable demand is becoming a valuable business asset
My final point is less about SEO and more about company valuations – the ex-accountant coming out in me, perhaps!
Historically, a business generating substantial organic traffic could be viewed as having a valuable asset. Strong rankings, even if in a niche, meant a relatively predictable stream of potential customers without paying for every click.
But what happens when that traffic becomes less predictable? Investors and potential buyers may start questioning how dependent a business is on Google or how easily that traffic could disappear following an algorithm update. (A word to the wise here. Those trying to game the system are often the ones most vulnerable to an algorithm update. It’s another reminder that good-quality, relevant links are worth far more than hundreds of contextually irrelevant ones generated by automated link-building services. Shortcuts might deliver a temporary boost, but they can also leave a business exposed to sudden drops in rankings and traffic, potentially affecting its value.)
A business attracting customers through a healthy mix of branded searches, a wide range of non-branded organic searches, recommendations, repeat business and many other methods, may look more resilient than one relying heavily on high Google rankings for a small handful of generic search terms.
And this isn’t just relevant to large, listed companies. Even the smallest business might one day be sold, and if its value depends on attracting customers, its online reputation and ability to generate enquiries are important commercial considerations for a potential buyer.
So, where does that leave SEO?
At this point, I’m not planning to role out another RIP SEO headline. But it does reinforce the need to stop treating organic traffic as an end in itself.
Good SEO has always been about attracting the right people and helping turn that interest into business. That’s why we’ve always seen SEO, on-page content and digital PR as complementary rather than separate disciplines. And if you’ve ever worked with us, you’ll be familiar with our approach to ‘sweating the asset’, making the most of a good idea by using it across multiple channels wherever possible, rather than treating each marketing activity in isolation.
Ultimately, a business needs a good reputation that makes people seek them out, a presence that makes them easy to find and a marketing strategy that delivers customers consistently.
That, I believe, is something worth investing in, whether you’re planning to sell your business or simply want it to grow.
