Search Engine Optimization, SEO, is an excellent
resource available to marketers in which they can maximize traffic to their
website from their consumers. SEO allows marketers to use key words to target
consumer’s needs and wants to draw them into their website. This is beneficial
for companies as they can be as specific and honest as they choose. Whether or
not they branch out just from what their company has to offer or go outside the
box for their choice of words thus bringing in a wider range of consumers and
widening their potential target market.
Both British Airways and Sun Wing Airlines utilize a
variety of keywords, both unique to their airline’s services. Although both
airlines would have consumers with similar needs and wants, the two sites have
no keywords in which overlap with one another. British Airways uses words such
as; flights, booking, hotels, city breaks, car rental, check in
online, british airways, ba, ba.com to target their consumer’s needs and wants
when looking for an airline to book online and/or answer their travel
questions. Vacation Packages, Travel Deals, Hotel deals, Group Travel, Weekly
Getaways, Ideal Vacation, Cuba, Mexico, Caribbean, Jamaica, Costa Rica, Panama,
Florida, Dominican Republic, Cheap, Vacations, Sunwing.ca are all examples of
keywords Sun Wing Airlines uses to connect with their consumers online.
Although Sun Wing has more keywords, British Airways keywords appear more
frequently on their site. Both British Airways and Sun Wing Airlines have
visually appealing web designs however Sun Wing’s is more engaging using more
anchor texts, photos and colours. Both Titles,
1. British Airways: Book Flights,
Holidays & Check In Online | British Airways
2. Sun Wing Airlines: Last Minute Travel Deals | All
inclusive Vacations | Vacation Packages | Discount Travel | Vacation Deals
use one or more of both the airlines’ keywords as well
as their descriptions,
1. British Airways: Book flights to
London, New York and many other international holiday destinations with British
Airways. BA.com offer flights, hotels, holidays, car rental and more
2. Sun Wing saves you money on travel with Vacation Packages on
All Inclusive Vacations and Vacation Deals to Mexico, the Caribbean, USA &
Europe. Book Last Minute Travel Deals and take advantage of Discount Travel
rates today.
Although both sites use anchor texts, have a high presence
on multiple social media sites, have mobile friendly sites only British Airways
offers a mobile app.
 |
| Google. (February 2016). Google trends. [Airlines, British Airways, Sun Wing Airlines]. Retrieved from https://www.google.ca/trends/explore#q=airlines%2C%20British%20Airways%2C%20Sunwing%20Airlines&geo=CA&cmpt=q&tz=Etc%2FGMT%2B5 |
(Please refer to attached image of Google Trends
results) Consumers are searching for “airlines” periodically as weather changes
in Canada with many ups and downs throughout the 12 months. However there is a
large decrease in the amount of searches for my two airlines being, British
Airways and Sun Wing. Although there is still similarities in the ups and downs
in the searches throughout the 12 month period.British Airways and Sun Wing both have made good use
of their key words through SEO. British Airways has a very visually appealing
and easy to navigate and legible web design. Having a strong presence on social
media and search specific key words are great strengths for British Airways.
Sun Wing has a very busy web design however has multiple keywords and anchor
texts making it’s SEO very strong.
In the airlines industry both British Airways and Sun
Wing have strong presence of key words, visuals and anchor texts utilized on
their websites. Although both sites make create use of their social media and visuals
via their websites, Sun Wing has a larger slew of key words making their site
more available to consumers amongst Google searches. Therefore in my opinion
making Sun Wing a stronger company through SEO.
British
Airways. (2015). http://www.britishairways.com/travel/home/public/en_ca
Sun Wing Vacations. (2015). Experience
the Difference. Retrieved from http://www.sunwing.ca/
Interesting, good job!
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