Skyscanner takes top spot naturally in Greenlight flights search analysis

By Travolution
By Travolution
January 10, 2014 10:22 AM GMT

Metasearch site skyscanner.net achieved a 90% share of voice to be the most visible on Google natural search for flight queries, the latest analysis from Greenlight has shown.

The Edinburgh-based firm was pipped in the search specialists analysis for traffic in November in the paid and natural search combined table by cheapflights.co.uk.

Greeenlight found, of the 3.2 million flights-related searches in the period, ‘cheap flights’ was queried 450,000 times, 14% of the total and over half of generic key terms.

In the paid media table, travel deals publisher travelzoo.co.uk came top with 68% share of voice.

The breakdown of search types within the sector showed short-haul terms accounted for just under a third (29%) of all searches, domestic 15%, generic 27% and long-haul 29%.

The long-term trend for the year showed November was a quiet month for flight searches, down from a peak in March of over five million.

The sector had seen a dip since September before which it had seen a steady pattern of just under four million searches from April.

Skyscanner’s dominance in natural search came as the result of ranking for 4,248 terms. It came ahead of Cheapflights, travelsupermarket.com, tripadvisor.com and easyjet.com.

In long-haul the popular destinations were New York, Australia, Florida, Thailand, Dubai, New Zealand and India.

For short-haul, Amsterdam, Malaga, Lanzarote, Paris, Barcelona, Cyprus, Rome and Paris were the most searched-for destinations.

Skyscanner topped the tables in both these sectors.

In the paid advertising table Travelzoo came ahead of opodo.co.uk, edreams.co.uk, Cheapflights and flightcentre.co.uk.

Flight Centre was the most visible advertiser targeting long-haul searches, Travelzoo for short-haul and Opodo for domestic.

Skyscanner’s relative lack of paid advertising saw it pushed into second in the intergrated paid and natural search table, ahead of Travelsupermarket, Travelzoo and Opodo.

Greenlight’s social media ranking saw britishairways.com come top with an overall Klout score of 89.

The airline had the most Twitter followers, was beaten only by Travelzoo for Facebook fans, had the most Google+ followers, ahead of Expedia and dominated in terms of Youtube views and subscribers.

The full Greenlight Flights sector report can be downloaded from its website

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