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Travel aggregators beat airlines
The top sites for search marketing? Orbitz, Expedia and CheapTickets, according to SEMPhonic.
The Web analytics firm says it has found travel aggregators rank much higher in organic and paid search marketing than the airlines’ Web sites.
SEMPhonic says travel aggregators have the edge against major airlines when it comes to securing high spots on search engine listings.
The company evaluated how travel Web sites perform for both organic and paid search on more than 1,200 keyword search terms.
Gary Angel, CEO, SEMPhonic, told DMNews that travel aggregators have an inherent advantage with many travel terms because their breadth of service makes it more efficient to get in on more generic terms.
“When your business model is internet-based, you tend to be more sophisticated (with search marketing),” he said.
He added it should not be surprising that internet-based businesses like travel aggregators rely on searches as a method of capturing business from more established brands. He said:
“Part of the reason they’re ahead is their business models. These are guys that live and die on the internet.”
Report by David Wilkening
David
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