Google has made improvements to its Flights search feature and SEO marketers should monitor this update as it could mean their organic listings are pushed down in SERPs.

Google recently rolled out updates to its Flights search function that will allow searchers to see information directly on SERPs. Moreover, the information will include the cost of airfare and schedules. Marketers in the travel industry should take note of this development as it means they’ll need to up the ante with their SEO efforts if they want visibility on flight-related SERPs.

Searchers can customize their query by city, time and date and easily scroll the page for all flight information. From there, users can click directly to an airline’s website to purchase their tickets.

The feature is not entirely live yet (as is often the case with adjustments to Google search), and it is only available to selected U.S. searchers at this point. It builds on Google’s earlier flight search feature, which Brafton reported pushed travel companies’ organic listings well below the fold.

Google has lagged slightly behind Bing in its offerings for travel information. Earlier this year, Bing rolled out Airport Maps to help its users navigate some of the country’s most popular travel hubs. Moreover, Bing Travel represents one of the few areas where Microsoft’s search outperforms Google.

Adding the extensive airfare information will help Google improve its appeal for searchers looking to book a flight, though Google needs little help in terms of dominating the search market. Brafton recently reported that the company still maintains a healthy lead with about 66 percent of total search queries.

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.