Travel aggregator sites dominate airline brands for both natural and paid Google rankings, according to a new report looking at search visibility.
The analysis by Searchmetrics also found that brands achieving high natural search rankings are taking the opportunity to limit their investment in PPC.
The study is based on analysis of how airline brands performed on Google for the 1,439 most popular search terms relating to flights. It examines results for the US, France and Germany, but for this post I’ll focus on the UK results.
And for more information on this topic, check out the Econsultancy Paid Search Marketing Best Practice Guide or our UK Search Engine Marketing Benchmark Report.
Black hat SEO involves using marketing techniques which are against the search engine's guidelines. Employing these tactics can result in your site being penalised or banned from the index.
The scary thought of being banned from Google often results in people rejecting black hat methods outright without taking the time to think if these methods could be modified in an acceptable way.
By using black hat ideas and then altering them to stay on the right side of the search engine guidelines, it is possible to benefit without as much risk.
Some of you might have been lucky enough to have escaped work in August. And, while I’m sure you enjoyed lounging at Club Med, there is some interesting Econsultancy content you have missed!
Here is our top 10 posts of the month, from great comment threads to ‘sleepers’ that are too good to be missed.
The terms that customers type into your site search box represent a wealth of valuable data that can be used to learn about your users’ behaviour. They are essentially telling the retailer what they want in their own words.
This data can be used in a number of ways: to improve the site search functionality, to optimise results pages for common searches, and to improve merchandising.
Here, I look at 10 ways to improve merchandising with smart use of site search data, with thanks to some examples from SLI Systems.
Google yesterday released a new paid and organic report in AdWords to 'help you better understand how people searching on Google are connecting with your business'.
According to the Big G, the new report is 'the first to let you see and compare your performance for a query when you have either an ad, an organic listing, or both appearing on the search results page'.
Here’s a pic of what the report looks like..
Staying ahead of the Google curve can be a feat in itself if you spend all day analysing keyword saturation rates and anchor text diversity. All SEOs need to remember it’s important sometimes to go back to basics to see the bigger picture.
Are we sculpting keywords and orchestrating anchor text to give Google-bot an easier job? No! We’re trying to make the internet a more productive and valued place, where users are able to locate worthy content easily and intuitively, and the same principle should be applied to all facets of our businesses, be it in store or online.
So instead of relying on SEO/PR practices, we should be thinking about how we can add value, and improve the customer engagement through other methods. What about Conversion Rate Optimisation?
A conversion health pack would certainly improve overall performance and budgets, but will enhancing usability improve SEO?
It could take a manual review to fully interpret all usability improvements, but even if this doesn’t occur, the algorithm still pays attention to drop rates, engagement (time spent on page), page-views, and this group of metrics all count towards overall visibility.
So the bottom line is, as long as your developments actually enhance the user journey, you’ll see ranking gains and a higher domain authority accruing.
Here at Econsultancy, we’ve covered the search engine Baidu on our blog before through one of our guest bloggers Eddie Choi.
With around 600 million internet users and an economy that despite the slowdown continues to strengthen, China represents a huge potential market for companies willing to invest there.
However, there are differences in best practice between search marketing in China and for the rest of the world. To cover that, we’ve just launched the Baidu Search Best Practice Guide in association with China Search International.
As a preview, here are four tips to whet your appetite…
Hello all readers and welcome to the second edition of our new thing, 'Crowd Sauce'.
No doubt this shabby pun is in use in many places on the internet, but here it denotes a round-up post, potentially replacing our weekly infographic, where we can relax and share some fun or interesting stuff (caveat: mostly pointless).
The categories will likely differ each week. Let’s go…
One UK chippy has caused quite a stir among Chinese tourists. The owner Robert Savvides was baffled by the influx of Chinese people for a couple of years until he realised that the power of international SEO can aid many small UK businesses.
An interesting news feature emerged on the BBC News website last week.
It’s a quaint story about a sea-facing Brighton chippy enjoying an influx of Chinese diners...
Quality content and other on-page factors have become increasingly important for SEO in recent years thanks to Google’s various algorithm updates aimed at cracking down on spammers and sites that offer a poor user experience.
And a new report from Searchmetrics shows just how the influence of on-page SEO has changed in the past 12 months by examining the correlation of various factors with high Google rankings.
Virtually all criteria – ranging from the image count to Adlinks – have apparently increased in importance, with a site’s word count showing the biggest difference compared to last year.