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Ryanair online visibility “in rapid descentâ€
Saturday, 10 Feb, 2010
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Ryanair has lost almost 60% of its visibility online since September, according to analysis of key search terms used when consumers use the internet to find a flight.
Ryanair held fourth position in the visibility stakes in the third quarter of 2009 but by the last three months of the year EasyJet came in at fourth place as Ryanair was relegated to 32.
Flight price comparison company Cheapflights also saw a 25% drop in search visibility dropping from position two to eight.
The independent research by search marketing agency Greenlight determined the best positioned and most visible websites in the online flights sector based on the volumes for each keyword.
The company identified the 3,200 of the most commonly used search terms by UK web users. They cumulatively delivered 28.1 million searches for flight-related terms in December.
The term ‘Flight’ accounted for 59% of all flight-related searches.
Short-haul destinations, mainly within Europe, accounted for almost 5.3 million searches in December with queries for flights to Palma and Rome cumulatively accounting for 16%.
Long haul flight search volumes fell 43% since September although when compared to domestic and short haul, they decreased the least.
New York, Bangkok and Australia were the most popular destinations.
In paid search for short haul flights, EasyJet attained 65% visibility. This was achieved through bidding on 29 of the 30 keywords analysed.
Bmibaby followed with 51%, then British Airways with 43% and Aer Lingus (43%). Travelsupermarket lost 44% share of voice in December which saw it feature at position five in Greenlight’s league table of the top 20 advertisers for short haul flights.
In natural search and with 89% share of voice in December, SkyScanner ranked at position one on page one of Google for 445 of the 3,200 keywords analysed, including the most searched for term – ‘Flight’.
Travelsupermarket followed with 72% visibility, an increase of 4% since September and replacing Cheapflights at position two in Greenlight’s league table. Expedia followed with 57%, a 35% increase on September.
by Phil Davies
Phil Davies
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