The digital travel market has grown rapidly over the last decade. Sales in Western Europe totalled $152 billion in 2015, with the worldwide figure more than $533 billion.
Taken from the PI Datametrics Digital Travel Report, here are some stats on digital travel and SEO, as well a look at the organic search dominance of Skyscanner in this market.
What do people search for and when?
Here are the major search terms by volume. As we can see ‘holidays to..’ and ‘flights to..’ dominate.
There are key seasonal trends here too. Searches tend to peak in January and July, the times when people are most likely to be planning ahead for the summer, or looking to pick up last minute deals.
One thing which comes out of the research is that Skyscanner is picking up much of the organic visibility around search terms in this sector, especially for flight-related terms.
The chart below uses the most valuable search terms in the online travel sector and looks at which sites are most visible across the range.
As we can see, Skyscanner is by far the most visible brand. TripAdvisor comes second, while British Airways is the only flight operator to make the top 10, the rest being aggregators.
The chart below shows a number of key terms where Skyscanner (mainly) tops the organic ran…
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