By Krishna Rao
The report highlights the most popular terms consumers used to search for long haul and short haul holidays on Google UK in August. It analysed which brands, retailers and review sites were the most visible in both the Natural Search* and Paid Media** results and therefore had the greatest share of consideration.
Greenlight’s research reveals there were 3.9 million searches made for holiday-related keywords in August, up from 2.7 million in May.
The search terms ‘cheap holidays’ and ‘holidays’ were each queried 673,000 times. Combined, they accounted for 34% of all holiday-related searches.
In terms of long haul holiday destinations, ‘Egypt holidays’ accounted for the majority of searches (27,100) whilst for short haul, ‘Turkey holidays’ (49,500) was the most popular.
Thomascook.com was the most visible site in the Natural Search listings, achieving a 64% share of voice.
Onthebeach.co.uk was the most visible advertiser in the Paid Media space, achieving an 83% share of visibility.
Teletextholidays.co.uk was the most visible site for holiday-related searches overall as it achieved a sizable share of visibility across both the Natural Search* and Paid Media** listings. It moved up from fourth position in May to take first place in August, relegating Icelolly.com to third spot.
Icelolly.com was not the only casualty in this regard. Greenlight’s Integrated Search*** league table shows that although they remained in the top 10, Thomson.co.uk, Travelsupermarket.com and Lastminute.com slipped down the ranks, the former two being unseated by Firstchoice.co.uk which took second place whilst Onthebeach.co.uk moved up to sixth.
Meanwhile, Directholidays.co.uk and Holidayhypermarket.co.uk were knocked out of the top 10 as new arrivals, Travelrepublic.co.uk and Sunmaster.co.uk stepped in, the former moving up three places to take position eight, the latter moving four notches up to secure ninth place.
*Natural Search – Listings in search engine results pages that appear organically because of their relevance to the search terms
**Paid Media – An Internet advertising model used on websites, in which advertisers pay their host only when their ad is clicked. With search engines, advertisers typically bid on keyword phrases relevant to their target market.
*** Integrated Search – Using Search Engine Optimisation (SEO) and Pay per click (PPC) running concurrently to accelerate organic results and more efficient online advertising campaigns
Greenlight’s ‘Holidays Issue 14’ report, profiles search behaviour in this sector. It assesses which brands, websites and review sites are the most visible in natural search, paid media, and social media and hence have the greatest share of consideration when UK-based searchers go to Google UK to look for holidays.
About the author and Greenlight
Krishna Rao is PR for Greenlight, a leading independent digital marketing agency, providing Search and Social Media services. With over 100 blue-chip clients including Santander, New Look, Sky and ghd, Greenlight is a leader in the digital marketing space, and is recognized worldwide for its commitment to delivering record ROI for its clients and investing in the future.
Greenlight is considered the premier thought leader in the sector publishing widely read industry reports, original research and speaking at trade events. Founded in 2001, Greenlight is headquartered in London, with offices in New York.