Over the past year, professional search marketing staff of the seo agent ayima have been monitoring the implementation of seos by united states and british tourism enterprises, showing unsatisfactory performance by some traditional brands。
In 2012, those emerging tourism providers had a new impact on the traditional and conservative tourism industry; that made it increasingly difficult for airline and hotel brands to maintain their already significant market share of seos. The costed websites were also doing well, and they received higher seo rankings。
The report, published this summer, provides an in-depth analysis of the seo rankings of the largest tourism brands in the industry。
By collecting and analysing a large amount of search data, ayima can provide a competitive ranking of selected search keywords. Ayima has assigned a flow reference score for each relevant search keyword for each site, which is based on the ranking of marketing staff, the impact rate valuation and traffic published by google。
The following search keywords attract the highest traffic, with the highest-ranked website having a high flow score for the most searchable keywords, and ayima being able to track rankings over the long term by scoring the quality of each keyword and ranking。
Tourist wholesalers and competitive websites have performed well in optimizing within seo stations, but traditional airlines and traditional enterprises using old systems face challenges in this regard。
Now let's look at the hotel's performance with regard to seo, and the best performers in the united states hotel industry are the international hotel and the marriott hotel. Their scores and rankings have risen significantly, while the effectiveness of the seo strategy at the la quinta and hilton hotels has been significantly reduced。
When we looked at the top 10 hotel sites in the search list, we found only one hotel branding network ranked top 10. In the search ranking, the hotel is no match for ota。
The same is true for the hotel industry in the united kingdom, where all websites are rated negative, and the table below reflects a decrease in the domain name weight and search ranking of these sites。
In our analysis of the changes in 2011-2012, we can see that the british hotel chain brands remain at the top 10 in the flow score, but that their ranking has fallen considerably。
The decline in rankings is a warning to the hotel brands, especially in the light of the united states hotel industry, which is facing even greater challenges. It is foreseen that in 2013, all hotel brand sites may not be ranked among the top 10 search rankings。
Let's look at the situation in the airline industry, which, prima facie, seems to be doing better than hotels. Link weights are derived from the number of reverse links, and traditional large airline websites have a greater advantage in the number of reverse links, probably because they take longer in the industry。
However, due to the fact that ota has an absolute advantage over the overall performance of seos, the weight of domain names has diminished in the overall seo strategy. The online booking engine clearly performed better in maintaining a high ranking of search engines。
At the same time, seo is an evolving process, and while other channels are being managed, enterprises must also manage them, and they should not neglect the seo channel. Successful tourism enterprises are regularly optimized and continuously improved。
In order to make the seo strategy a success, companies should:
• address website problems, such as internal page reorientation, invalid urls and errors, and optimize url structures
• consider a global seo and optimize the content of translations for local markets
• create elements that can contribute to the seo strategy
For the off-site seo, the enterprise must consider the following:
• fix invalid links to restore the seo values of those links
• develop projects to use public relations and outreach to create valuable reverse links to attract seo traffic outside stations
• conversion rate of recommended links
• focus on the potential impact of social media elements. In addition to the reverse link, facebook's “likes”, google+'s “+1” and twitter's “concern” should also be seen as symbols of authority and trust。
David burgess of ayima further explained:
“for search engines, large brands have a higher weight. Over time, however, these brands will face technical problems such as the ageing of their websites, the cms platform and multiple site migrations. The best way to prevent brand influence from shifting to other enterprises and to restore brands to market leaders is to understand how to use good domain name weights, address technical issues and develop long-term seo strategies.”
Tourism websites of airlines, otas, start-ups and other enterprises profit from searching for traffic, and they must use available data to analyse the impact of their seo strategies on business objectives. The ranking continues to change rapidly, and even small errors can quickly lead to a decline in the ranking of enterprises. (wing compiled)
Via: travelably
