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Fighting for the Top: How Travel Agents Perform in Search Engines

August is the main travel month and persuades even the last indecisive customers to book a short vacation. This month, along with the other summer months, is particularly important for travel agents. Therefore, being at the top of search engine rankings for the right travel search terms is a an absolute must.

The best visibility is from the top

The best visibility is from the top

In its “Search Check Travel”, QUISMA analysed how well some of the best-known travel websites were already positioned and where there was still room for improvement. The following important keywords were tested and it was checked where in the search engines the competitors were ranked regarding their organic and paid presence:

• Vacation
• Travel
• Mallorca
• Flights
• Hotel
• Trip to Mallorca
• Vacation Mallorca
• Hotel Mallorca

In both the paid and the organic search, the goal is to be placed as visibly as possible. Because the higher the ads or search results are ranked, the more clicks the provider gets. The eye-tracking analysis, which has been conducted as part of the search check, revealed where on the results page the user looks first. During the decisive first seconds the user only looks at the section on the top, the right, and to a limited extent the downward section.

Eye-tracking analysis: selective perception demands that providers are placed within the first results

Eye-tracking analysis: selective perception demands that providers are placed within the first results

In order to have a strong message within the upper section – in the paid or in the organic section – a sound search engine marketing strategy should have been set up and be continuously optimized. There are a number of factors that improve the ad quality significantly. These include among others using sitelinks, displaying customer ratings, as well as social extensions. For the organic results, there exists a possibility for optimization, such as an improved display of snippets. You can find detailed information in the free QUISMA Search Check Travel.

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