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I have not looked into it much, but I believe google attribution was released to address this issue. There are also 3rd party solutions out there for getting a full picture of all of the touch points leading up to a conversion. I have looked at bizible, but it would certainly depend to the size of your company, budget and what you would like to be able to do with the conversion data.

Super, thank you. I thought I was going crazy. I didn't realise Google now serves different descriptions based on search intent.

301 redirects no longer lose pagerank. https://moz.com/blog/301-redirection-rules-for-seo But, even though there is no loss of pagerank, I would recode those links promptly if they were on my website.  Each redirect places load on the server, creates a small delay in page delivery, and it is simply best practice not to redirect links on your own site.

Don't do it! A change of this magnitude is never going to pay back sufficient dividends; a keyword in your URL is considered a very small ranking factor -  you're also going to need a lot of things to remarkably well to pull this off without taking a hit. The following articles may be of interest to you: https://www.seroundtable.com/google-urls-seo-17889.html https://www.seroundtable.com/google-keywords-in-urls-a-small-ranking-factor-21577.html And see John Mueller (Google)'s comment here: https://productforums.google.com/forum/#!topic/webmasters/x6EZskkV7bM/discussion The idea of a landing page (as Andy suggests) makes much more sense. If you were building this site from scratch then adding the keyword into the url is still a good idea but causing major upheaval (and taking not inconsiderable risks) to shoehorn it in is not. Focus on a creative content experience and you'll find a better way. In many ways, knowing that the URL restructuring isn't the best way to proceed should make finding the right way [a little bit] easier. Good Luck!

Hey there, It looks like the 'Boutique Hotels' page has been optimized for the term 'boutique hotels' more effectively than the homepage. Google takes into account a whole bunch of figures when determining the best page on your domain to rank for a particular term. You might find that users stay on site/convert more often when they enter the site on that page - Google might have picked up on that and chosen to serve this page as the best entry point for that journey. I hope this helps, Sean

Thank you Bernadette. The one thing I'm struggling with here is how to recognise what the actual duplicate content is as it's a listing page which generates different results each time. Here are some examples: https://www.i-escape.com/boutique-hotels?collection[0]=barefoot https://www.i-escape.com/boutique-hotels?collection[0]=dog-friendly https://www.i-escape.com/mysore/boutique-hotels https://www.i-escape.com/namibia/boutique-hotels Best wishes, Clair