|By RealWire News Distribution||
|September 2, 2013 11:22 AM EDT||
Cheapoair is most visible in paid search and Kayak is top on social media according to Searchmetrics' air travel sector study
New York, September 2nd, 2013 - Expedia.com is the most visible web site in Google US organic search results for air travel related searches, while Cheapoair.com is most visible in Google's paid search results according to a new study. Content from Kayak.com is most prominent on social sites including Facebook, Google+ and Twitter.
And while traditional airlines such as Delta, American Airlines and Southwest appear in the list of most visible sites in organic and paid results for air travel searches, the top positions are taken by broader travel portals.
The findings come from an analysis of the search and social media performance of sites offering air travel tickets by digital marketing software and services provider, Searchmetrics. The study is Part 1 of a detailed three part report on the travel sector (with the parts 2 and 3 focusing on hotels and auto rentals respectively) analyzing the search and social visibility of brands in the travel sector in the US, UK, Germany and France.
For its study of the air travel providers, Searchmetrics analyzed which sites rank in the top 15 positions in Google's organic and paid search results for a list of the 1,439 most popular search terms related to "flights" in US and UK English and French and German. It used this data to calculate the SEO Visibility and Paid Visibility scores - index values developed by the company to measure how visible and prominent sites are within organic and paid search results, respectively - for each site.
The table underneath shows the top 15 sites that are most visible in US organic search for the flight related search terms on Google.com (based on SEO Visibility scores). Almost the entire center field is occupied by airlines, with Delta.com followed by Southwest.com, American Airlines (aa.com), United.com, USairways.com, and Alaskaair.com. However, the top positions are taken by travel sites, with Expedia.com ranking highest, followed closely by Kayak.com, and, lower down in the rankings, Cheapflights.com.
Tops sites for air travel searches in Google US organic search
"Compared with the online travel portals, certain airlines, which are ranked in the middle of the pack, could benefit if their sites were better optimized for organic search," said Marcus Tober, CTO and founder of Searchmetrics. "Perhaps Search engine optimization is not considered as high a priority among airlines as it is among travel portals, whose business is based purely on online business. In fairness, it should also be said that online travel agencies and price comparison sites offer a broader range of flights than individual airlines. So as a result, they rank with more keywords, which have a positive effect on the SEO Visibility scores."
"However, research shows that nearly two-thirds of US Internet users will research travel via digital channels in 2013, so it's key for all air travel ticket providers to fight for online visibility," added Tober.
For paid search a total of five airlines rank among the top 15 sites that are most visible in US flight related searches. However, broad travel sites - led by Cheapoair.com (15,169 index points) and Orbitz.com (13,073 points) - dominate the Paid Visibility score too (see table underneath).
Tops sites for air travel searches in Google US paid search
"Some websites that achieve very good placements in the organic search results and exhibit a high level of visibility do not appear to have very much of a paid search budget at all if you look at the list of search terms in our study," said Tober. Searchmetrics measured visibility on social networks (Facebook, Twitter, LinkedIn, Google+, Pinterest) using a Social Visibility score based on how often content from a web site is shared, liked, tweeted etc on the social sites.
On this basis Kayak dominates interactions on social networks, with an outstanding Social Visibility score of over one billion. Second by some distance is airline, Delta.com, while online portals such as Expedia.com, Orbitz.com, and Travelocity.com bring up the rear. American Airlines is the second airline to make it into the top 6.
Top US air travel related sites on social media
"Too often success on social networks is measured purely on the number of followers and fans a brand has. But social media is primarily about interaction, which is generally initiated by the users themselves. Our measure of Social Visibility takes into account all mentions of the company - regardless of whether the recommending user follows the company page or not. Although having more fans and followers can help drive social visibility, it is not the only factor," said Tober.
According to the analysis, the most frequently shared content on social media included new offers, unusual promotions, particularly interesting flights and travel destinations as well as information on arrivals and departures.
The data for the study was taken end of June 2013 from the global search and social media database which Searchmetrics operates to power its online software tools. This is a regularly updated store of millions of data points related to web sites and their visibility in search engines and social networks.
The full study can be downloaded at www.searchmetrics.com/en/white-paper/travel-industry-flights/
Charts illustrating the tables in the press release about can be found at:
Tops sites for air travel searches in Google US organic search
Tops sites for air travel searches in Google US paid search
Top US air travel related sites on social media
 How Paid and Organic search visibility is measured
The study analyses the most visible websites providing air travel across Google.com's paid and organic search results, where visibility is defined by Searchmetrics' 'Paid Visibility' and 'SEO Visibility' scores.
Searchmetrics tracks the paid and organic ranking of millions of keywords every week. For this analysis it calculated the 'Paid Visibility' and 'SEO Visibility' scores based on:
The number of times a domain appears in the search engine results pages (SERPs) across the keyword set related to Flights
Its prominence within those SERPs (a higher ranking equates to a higher visibility score)
The competitiveness of the keyword (higher search volumes equate to a higher visibility score)
While SEO Visibility and Paid Visibility can relate to a website's real traffic, it is important to remember that traffic can come from many different places online. Therefore SEO Visibility and Paid Visibility are only indicators of visibility that comes from a website's organic and paid search channels.
 How social visibility is measured
The Social Visibility score is based on the total number of social links (shares, likes, tweets, pins, plus ones etc) of pages from a web site by users of social networks including Facebook, Twitter, LinkedIn, Google+ and Pinterest. So in the case of the air travel sector it is based on the number of links to the sites that are shared by people through social networks (the Social Visibility score is not dependent on the links the air travel sites themselves share on their own official social pages on Facebook, Twitter etc).
Searchmetrics is the pioneer and leading global provider of digital marketing software and services. It operates the Searchmetrics SuiteTM, an innovative, interactive online marketing platform for companies and online agencies. With its "Analyze ‒ Optimize ‒ Succeed" philosophy for online marketing, the company offers a holistic consulting approach to helping companies and online agencies develop and execute, intelligent, long term digital marketing strategies.
The company's flagship Searchmetrics SuiteTM platform helps customers to define their individual business goals ‒ such as increased ROI ‒ and achieve them by delivering customized insights, forecasts, and recommendations. It provides detailed analysis and data in SEO, social media and mobile to create a solid foundation for cross-channel digital marketing campaigns. The Searchmetrics SuiteTM allows users to shape the own online visibility and differentiate themselves from, potential competitors. Through individually scalable traffic and revenue forecasts and simulations, customers can identify how and where they need to develop their online presence, take appropriate action and track their performance against their goals.
The company has offices in Berlin, London, Paris and New York and operates its SaaS software through a network of partners and an online shop. The fast-growing company currently has more than 100 employees. It is backed by the renowned venture capitalist companies Neuhaus Partners and Iris Capital. Many respected brands, such as T-Online, eBay, Siemens and TUI rely on Searchmetrics to ensure they have excellent visibility through intelligent online marketing strategies.
CloudNine PR Agency
The initial debate is over: Any enterprise with a serious commitment to IT is migrating to the cloud. But things are not so simple. There is a complex mix of on-premises, colocated, and public-cloud deployments. In this power panel at 18th Cloud Expo, moderated by Conference Chair Roger Strukhoff, panelists will look at the present state of cloud from the C-level view, and how great companies and rock star executives can use cloud computing to meet their most ambitious and disruptive business ...
May. 25, 2016 09:15 AM EDT Reads: 1,994
SYS-CON Events announced today that Hanu Software will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. Leveraging best-in-class people, processes, and technologies, Hanu provides high-quality, high-value software development and business process outsourcing services to independent software vendors (ISVs) and enterprises.
May. 25, 2016 09:00 AM EDT Reads: 1,227
SYS-CON Events announced today that MangoApps will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. MangoApps provides modern company intranets and team collaboration software, allowing workers to stay connected and productive from anywhere in the world and from any device. For more information, please visit https://www.mangoapps.com/.
May. 25, 2016 08:41 AM EDT Reads: 156
The essence of data analysis involves setting up data pipelines that consist of several operations that are chained together – starting from data collection, data quality checks, data integration, data analysis and data visualization (including the setting up of interaction paths in that visualization). In our opinion, the challenges stem from the technology diversity at each stage of the data pipeline as well as the lack of process around the analysis.
May. 25, 2016 07:15 AM EDT Reads: 1,122
Many banks and financial institutions are experimenting with containers in development environments, but when will they move into production? Containers are seen as the key to achieving the ultimate in information technology flexibility and agility. Containers work on both public and private clouds, and make it easy to build and deploy applications. The challenge for regulated industries is the cost and complexity of container security compliance. VM security compliance is already challenging, ...
May. 25, 2016 05:00 AM EDT Reads: 1,003
WebRTC is bringing significant change to the communications landscape that will bridge the worlds of web and telephony, making the Internet the new standard for communications. Cloud9 took the road less traveled and used WebRTC to create a downloadable enterprise-grade communications platform that is changing the communication dynamic in the financial sector. In his session at @ThingsExpo, Leo Papadopoulos, CTO of Cloud9, will discuss the importance of WebRTC and how it enables companies to fo...
May. 25, 2016 04:45 AM EDT Reads: 2,433
Designing IoT applications is complex, but deploying them in a scalable fashion is even more complex. A scalable, API first IaaS cloud is a good start, but in order to understand the various components specific to deploying IoT applications, one needs to understand the architecture of these applications and figure out how to scale these components independently. In his session at @ThingsExpo, Nara Rajagopalan is CEO of Accelerite, will discuss the fundamental architecture of IoT applications, ...
May. 25, 2016 04:45 AM EDT Reads: 848
SYS-CON Events announced today TechTarget has been named “Media Sponsor” of SYS-CON's 18th International Cloud Expo, which will take place on June 7–9, 2016, at the Javits Center in New York City, NY, and the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. TechTarget is the Web’s leading destination for serious technology buyers researching and making enterprise technology decisions. Its extensive global networ...
May. 25, 2016 04:15 AM EDT Reads: 3,039
As cloud and storage projections continue to rise, the number of organizations moving to the cloud is escalating and it is clear cloud storage is here to stay. However, is it secure? Data is the lifeblood for government entities, countries, cloud service providers and enterprises alike and losing or exposing that data can have disastrous results. There are new concepts for data storage on the horizon that will deliver secure solutions for storing and moving sensitive data around the world. ...
May. 25, 2016 04:00 AM EDT Reads: 1,069
Korean Broadcasting System (KBS) will feature the upcoming 18th Cloud Expo | @ThingsExpo in a New York news documentary about the "New IT for the Future." The documentary will cover how big companies are transmitting or adopting the new IT for the future and will be filmed on the expo floor between June 7-June 9, 2016, at the Javits Center in New York City, New York. KBS has long been a leader in the development of the broadcasting culture of Korea. As the key public service broadcaster of Korea...
May. 25, 2016 04:00 AM EDT Reads: 1,701
In his session at 18th Cloud Expo, Bruce Swann, Senior Product Marketing Manager at Adobe, will discuss how the Adobe Marketing Cloud can help marketers embrace opportunities for personalized, relevant and real-time customer engagement across offline (direct mail, point of sale, call center) and digital (email, website, SMS, mobile apps, social networks, connected objects). Bruce Swann has more than 15 years of experience working with digital marketing disciplines like web analytics, social med...
May. 25, 2016 02:00 AM EDT Reads: 1,139
What a difference a year makes. Organizations aren’t just talking about IoT possibilities, it is now baked into their core business strategy. With IoT, billions of devices generating data from different companies on different networks around the globe need to interact. From efficiency to better customer insights to completely new business models, IoT will turn traditional business models upside down. In the new customer-centric age, the key to success is delivering critical services and apps wit...
May. 24, 2016 11:45 PM EDT Reads: 839
As machines are increasingly connected to the internet, it’s becoming easier to discover the numerous ways Industrial IoT (IIoT) is helping to shape the business world. This is exactly why we have decided to take a closer look at this pervasive movement and to examine the desire to connect more things! Now if you need a refresher on IIoT and how it is changing the world, take a moment and listen to Greg Gorbach with ARC Advisory Group. Gorbach believes, "IIoT will significantly change the worl...
May. 24, 2016 09:00 PM EDT Reads: 1,812
Enterprise networks are complex. Moreover, they were designed and deployed to meet a specific set of business requirements at a specific point in time. But, the adoption of cloud services, new business applications and intensifying security policies, among other factors, require IT organizations to continuously deploy configuration changes. Therefore, enterprises are looking for better ways to automate the management of their networks while still leveraging existing capabilities, optimizing perf...
May. 24, 2016 08:45 PM EDT Reads: 985
With major technology companies and startups seriously embracing IoT strategies, now is the perfect time to attend @ThingsExpo 2016 in New York and Silicon Valley. Learn what is going on, contribute to the discussions, and ensure that your enterprise is as "IoT-Ready" as it can be! Internet of @ThingsExpo, taking place Nov 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 17th Cloud Expo and will feature technical sessions from a rock star conference faculty ...
May. 24, 2016 06:00 PM EDT Reads: 4,671