While looking at hotels in Google's Knowledge Panel, users get prompted with a survey asking various questions about their motivation.
The first question that is prompted is: “What information are you looking for in regards to this hotel?”
What can Google gain from asking this question? Users search for hotels to get additional information: price, location, availability, amenities, reviews, details, nearby businesses, etc. By determining what those surveyed are looking for, Google can fine tune and tailor their user experience to show the most pertinent information to the users. If the majority of users surveyed say that they are looking for reviews, Google may be more inclined to show reviews higher in the page where they are more visible. Alternatively, if few users say details about the hotel is important, google may be motivated to rearrange the layout of the information presented to users to most effectively use the real estate of the web page.
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