While traditional airlines such as Delta, American Airlines and Southwest appear in the list of most visible sites in organic and paid results for air travel searches, the top positions are taken by broader travel portals: Expedia leads in Google US organic search, and Cheapoair.com in paid search.
Content from Kayak.com is most prominent on social sites including Facebook, Google+ and Twitter.
And while traditional airlines such as Delta, American Airlines and Southwest appear in the list of most visible sites in organic and paid results for air travel searches, the top positions are taken by broader travel portals.
The findings come from an analysis of the search and social media performance of sites offering air travel tickets by digital marketing software and services provider, Searchmetrics. The study is Part 1 of a detailed three part report on the travel sector (with the parts 2 and 3 focusing on hotels and auto rentals respectively) analyzing the search and social visibility of brands in the travel sector in the US, UK, Germany and France.
For its study of the air travel providers, Searchmetrics analyzed which sites rank in the top 15 positions in Google's organic and paid search results for a list of the 1,439 most popular search terms related to "flights" in US and UK English and French and German. It used this data to calculate the SEO Visibility and Paid Visibility scores - index values developed by the company to measure how visible and prominent sites are within organic and paid search results, respectively - for each site.
Get the full story at Realwire or download the full report at Searchmetrics (PDF 5.6 MB)