Posts tagged with Epiphany

Tripadvisor is most visible travel site in organic search: report

Booking a holiday involves a huge amount of research finding the right destination, picking accommodation and flights, reading reviews, and finally making a booking.

Therefore search marketing in the travel industry is both incredibly competitive and complex.

A new report from Epiphany looks at which travel sites are the most visible websites across Google’s paid and organic search results, where visibility is defined by ‘paid visibility’ and ‘SEO visibility’ scores.

It shows that Tripadvisor is the most visible brand, with travel aggregator sites featuring prominently in the list.

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Travel sites failing to optimise images and video for search

As we pointed out in a blog post yesterday, the travel industry is highly sophisticated in its use of digital marketing, and SEO in particular.

A report from Epiphany and Searchmetrics found that TripAdvisor dominates organic search rankings, but other travel sites are achieving high visibility in SERPs by targeting niche keywords and building high quality backlinks.

Another section of the report shows that a majority of sites are failing to make the most of videos and images to maximise their search visibility. 

It has a big impact on traffic, as page one visibility in SERPs can often be achieved more quickly through good universal search rankings.

And good visual content is integral for the travel sector, with people keen to see pictures and video guides of places, tourist attractions and hotels.

So why is it so important, and which sites are getting it right?

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Which travel sites are most visible in organic search?

The online travel sector is highly competitive, and as a result its use of digital marketing has become highly sophisticated.

Consumers tend to do a lot of research into deals and destinations before making a booking, so an effective SEO strategy is vital for travel sites.

Epiphany has published a report that looks into the visibility of travel sites across Google’s paid and organic search results.

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40% of leading UK fashion brands run out of PPC budget before end of day

To coincide with the end of London’s AW12 Fashion Week, Epiphany has released a study that looks at the most visible fashion brands in the UK according to search results.

Using data from five sub-sectors of keywords (fashion, clothing, dresses, jeans and outerwear), the company examined link profiles and tracked which brand appeared in relation to ‘key terms’ for the industry. 

When considering PPC, it found clear evidence that fifteen of the thirty-five advertisers featured in the report were running significant campaigns that were regularly running out of budget well before the end of the day.

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