Google’s ‘Book Online’ Button: Uninvited Access to Golf Course Tee Times
In a startling new development, Google search results for golf courses working with GolfNow now include a button labeled “Book Online.” When clicked, this button directs users to the tee time booking page for the respective golf course on GolfNow.com. What’s causing alarm among golf course operators is that this is happening without their express, specific permission and often without their knowledge. The golf course operators we spoke with were quick to comment this change in Google search results would reduce traffic to their golf course website.
We confirmed no notification was delivered to many GolfNow clients by speaking directly with a golf course owner who was unaware that their tee times were being booked through GolfNow via Google search results. This revelation raises questions about the control and autonomy of golf course operators over their booking processes and customer interactions. When searching Google for golf courses who do not work with GolfNow, no booking prompt was found in the right side knowledge panel.
Unauthorized Listings: A Growing Concern
The inclusion of the “Book Online” button by Google without notifying golf course operators is an interesting trend. It suggests that GolfNow could be benefiting from tee time bookings without explicit agreements or consent from the golf courses themselves but that is unlikely. This issue is compounded by the possibility that Google might be providing these booking links through a simple web scrape, bypassing GolfNow's direct involvement.
The implications of this practice are far-reaching:
- Loss of Traffic Control: Golf courses will lose website traffic and in turn domain ranking.
- Customer Experience: Golf courses pride themselves on providing a tailored booking experience. Redirecting bookings through GolfNow can disrupt this personalized service.
- Golfer Data: As direct bookings decrease so too will golfer data collected through the golf course tee time booking engine. In the short term, revenue may not be impacted but long term it most definitely will be.
The Operator's Perspective
One golf course owner, who wished to remain anonymous, expressed their frustration:
“We were blindsided. We found out that our customers were being redirected to GolfNow from a section in Google search results we thought we controlled. This undermines our efforts to maintain direct relationships with our golfers.”
This situation highlights a larger issue within the golf industry, where third-party booking sites can potentially exploit their reach and technological capabilities to overstep boundaries, leaving golf course operators with little control over their booking processes.
The Role of Google
While GolfNow might not be entirely to blame, as Google could be scraping these booking links, the responsibility still lies with these tech giants to ensure transparent and ethical practices. Golf courses should be notified and given the option to opt-in or out of such arrangements.
Counter opinion
For golf course operators who have chosen to embrace anything built and offered by GolfNow - NBC Sports Next, this can be seen as a positive. This move by Google may increase rounds sold and played at the golf course. As the golf course website traffic decreases, some operators may choose to reduce their investment in their website and yield branding and marketing initiatives to GolfNow. Some who currently spend marketing dollars with Google, may decide the Book Online call to action button is prominent and popping enough with it's classic Google blue that they can reduce their Google spend.
What Can Be Done?
To address this issue, golf course operators should:
- Monitor Their Listings: Regularly check how their courses appear in search results and third-party sites.
- Engage with Google and GolfNow: Request transparency and control over how their booking links are used.
- Educate Customers: Inform their golfers about the preferred methods for booking tee times directly through their own platforms.
Conclusion
The unauthorized inclusion of a “Book Online” button on Google search results, redirecting to GolfNow, without notifying golf course operators, is a matter that demands immediate attention. Golf course operators must assert their rights and seek transparency from both Google and GolfNow to protect their revenue, customer experience, and data collection. This controversy is a wake-up call for the industry to scrutinize the practices of third-party booking platforms and ensure fair and ethical treatment of golf courses.
As this issue unfolds, it will be crucial for the golf community to stay informed and proactive in safeguarding their interests. The integrity and autonomy of golf course operations must be preserved to ensure a fair and competitive marketplace.
