Google acquires Frommer’s travel guides to help bolster search results

Many business owners are already aware of the ways Google can help promote their brands, and these professionals follow search engine optimization tips very closely to increase online visibility. In a recent agreement, Google has taken another big step into publishing with its acquisition of Frommer’s travel guides from Wiley & Sons.

The deal is worth $23 million, according to The New York Time, which is relatively small by Google’s standards. However, it is a huge indicator of Google’s plan to continue to develop a business that is centered around publishing unique content and rewarding those internet users who also adhere to specific SEO guidelines.

“The Frommer’s team and the quality and scope of their content will be a great addition to the Zagat team,” a Google representative told the Financial Post. “We can’t wait to start working with them on our goal to provide a review for every relevant place in the world.”

Google purchased Zagat in 2011, and earlier this summer integrated the site’s reviews into search engine results pages (SERPs) and Google+ Pages and Places. According to Search Engine Watch, Google plans to combine Frommer’s with Zagat reviews to improve the overall search experience.

However, companies like Yelp and Consumer Watchdog would prefer the FTC block the Frommer’s acquisition. Consumer Watchdog Privacy Project Director John Simpson said there was a “fundamental conflict between being a search provider and a content provider.”

Whether the deal is blocked or not, little can be taken away from Google’s obvious support of custom and unique web content. Therefore, it would be wise for business owners to internalize this evidence and implement detailed content marketing campaigns to promote their products and services.