As the Algo Turns- 7 Predictions for Search Engine Marketing in 2009

[Ron Callari]

While I just touched on the surface of changes on the horizon, I am sure the members of this group, can add to this list? Feedback / comments?
http://inventorspot.com/articles/algo_turns_predictions_search_engi...

[Stephen Horowitz]

Hi Ron,

I liked your list. I think that you were right on about many of those points. I believe that airlines, though, need to focus more on the CONTENT of their websites. It's so easy for an airline to fall into the trap of just having a reservation booking engine, web check-in, and some information about baggage limits and the frequent flier program and thinking that their website is good enough. It may be good enough for the average human user, but it is most definitely NOT good enough for the average search engine spider, and this is reflected in the average airline's poor page rank. Type "tickets to Las Vegas" into Google and see what comes up. The first airline result isn't until page 3, and most are well below that!

As airlines begin researching and adopting good SEO practices, though, they must -- and will -- begin to populate their websites with real, travel- and destination-related content. This, in turn, will lead to high quality links from keyword-rich travel sites, which will drive traffic and, ultimately, ticket sales.

Stephen Horowitz
Japan Airlines

[Ron Callari]

Hi Stephen, you are right on the money regarding destination search with airlines, but a good part of the problem lies with the OTAs who cannibalize your business. They place a lot more money in both PPC and Organic Search than most airlines, and consequently garner the higher rankings.

Stephen Horowitz said:

Hi Ron,

I liked your list. I think that you were right on about many of those points. I believe that airlines, though, need to focus more on the CONTENT of their websites. It's so easy for an airline to fall into the trap of just having a reservation booking engine, web check-in, and some information about baggage limits and the frequent flier program and thinking that their website is good enough. It may be good enough for the average human user, but it is most definitely NOT good enough for the average search engine spider, and this is reflected in the average airline's poor page rank. Type "tickets to Las Vegas" into Google and see what comes up. The first airline result isn't until page 3, and most are well below that!

As airlines begin researching and adopting good SEO practices, though, they must -- and will -- begin to populate their websites with real, travel- and destination-related content. This, in turn, will lead to high quality links from keyword-rich travel sites, which will drive traffic and, ultimately, ticket sales.

Stephen Horowitz
Japan Airlines

[Stephen Horowitz]

This is true. And they can get away with it because the OTA sites are chock full of information about destinations, sightseeing, etc. They've also been doing SEM much longer, for the most part, than we have. It is an uphill battle for an airline to compete against a large OTA for search rankings, but with relevant, targeted content, I believe that we can beat the OTAs, especially for keywords that target our core flight destinations.

Stephen Horowitz
Japan Airlines

Ron Callari said:

Hi Stephen, you are right on the money regarding destination search with airlines, but a good part of the problem lies with the OTAs who cannibalize your business. They place a lot more money in both PPC and Organic Search than most airlines, and consequently garner the higher rankings.

Stephen Horowitz said:

Hi Ron,

I liked your list. I think that you were right on about many of those points. I believe that airlines, though, need to focus more on the CONTENT of their websites. It's so easy for an airline to fall into the trap of just having a reservation booking engine, web check-in, and some information about baggage limits and the frequent flier program and thinking that their website is good enough. It may be good enough for the average human user, but it is most definitely NOT good enough for the average search engine spider, and this is reflected in the average airline's poor page rank. Type "tickets to Las Vegas" into Google and see what comes up. The first airline result isn't until page 3, and most are well below that!

As airlines begin researching and adopting good SEO practices, though, they must -- and will -- begin to populate their websites with real, travel- and destination-related content. This, in turn, will lead to high quality links from keyword-rich travel sites, which will drive traffic and, ultimately, ticket sales.

Stephen Horowitz
Japan Airlines