Searchmetrics analyzed which websites ranked in the top 15 positions in Google’s organic and paid search results for a list of over 1,400 most popular search terms related to the search query “flights” in the US and UK languages of English, French and German.
The online SEO analytics company found that the number of times a domain appears in the search engine results page, or SERP, across the keyword set related to flights. It’s prominence within those SERPs, which meant that a higher ranking equates to a higher visibility score, and the competitiveness of the keyword, which means that higher search volumes are equal to higher visibility scores.
In the United States, Expedia dominates with a visibility ranking of 51,401. Kayak follows relatively close, while Cheap Flights, Travelocity and Orbitz all round the top five. The number one organic result is Expedia, but it does not appear on the list of those spending the most on paid visibility.
The European results yielded much different data. In fact, only Air France shows up in the organic SEO visibility rankings. This means that there is simply not as much for search engines to index, and therefore, fewer opportunities to rank.
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