Technology

STUDY: How the top travel sites drive web traffic

New research by Amazon has reiterated the importance of travel companies having a web presence, alongside a few helpful hints for small business owners.

What’s the difference between the internet’s top sites and those that are smaller and less successful? According to Amazon, clicks obtained by ‘search’ account for a large percentage of visitors to travel sites.

And social media, we’re sorry to say, accounts for diddly-squat of the traffic obtained by the web’s top travel websites.

The findings come as part of a new study looking into the drivers of web traffic to websites, with travel among them. And, as it turns out, travellers looking for the perfect tour, flight or cruise, will likely begin their hunt with a search engine query.

Breaking it down, 54 per cent of the top 10 per cent of travel sites acquired traffic first through search engines, followed by 29.9 per cent from direct traffic, 11.9 per cent through referral, and a miniscule 2.2 per cent through social media.

Image provided under fair use by Amazon

These data points underscore the importance of search engine optimisation (SEO) for small and mid-size businesses across industries, not just major corporations, according to Amazon.

Amazon’s findings also pointed to the importance of keywords, which represent a crucial element of traffic from search engines, with sites that rank well for many queries naturally attracting visitors in greater numbers.

Image provided under fair use by Amazon

However, small and new businesses shouldn’t necessarily attempt to rank for head keywords that correspond with high search volumes.

Instead, Amazon recommends small businesses and start-ups consider a more focused approach to SEO, identifying long-tail keywords that matter to their particular audiences.

To view the study in full, click here

Featured image: social influencer concept (iStock.com/Alessandro Biascioli)


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