Title: Airlines- SEO Analysis
Written by: Jayesh Gill
Subtitle: British Airways and Lufthansa
Introduction
Include an
Introduction that explains why SEO is an important consideration for marketers.
SEO are
important consideration for the marketer as they are a way of getting traffic
with the organic search result i.e. getting traffic free of cost. They help in
increasing the view on social media as well as increases the revenue of the
brand. It also helps to boost the confidence among the user/ consumer of
information because the consumer thinks that this brand can be trusted in
comparison to those who show their content with the help of AdWords.
SEO Audit |
British Airways |
Lufthansa |
Screen Captures of both Brand’s home pages: |
 |
 |
1.
URL:
|
||
2.
Page Title
|
Book Flights,
Holidays & Check In Online | British Airways
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Flight tickets
online - fly worldwide - Lufthansa ® Canada
|
3.
Meta Description
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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.
|
Book your flights
online and get the best offers to fly to Munich, Frankfurt, Tehran, Budapest,
Prague, Delhi and many other destinations around the world. - Lufthansa
Canada.
|
4.
Meta Keywords :
|
Keywords- flights,
booking, hotels, city breaks, car rental, check in online, british airways,
ba, ba.com.
|
There are no
Keywords in the source code.
|
5. Quality of written content
|
Lots
of information provided with various deals such as flights and hotel packages.
Prices of fair provided and people also have the option to fill-in the
information to find flights and their prices. Good quality content to inform
the users.
|
Less content
compared to British Airways, but sufficient enough to help the user to navigate
easily. But overall quality of content is better than BA.
|
6.
Content shareable
|
Yes
the content is shareable on Facebook, Twitter, Pinterest and LinkedIn,
google+ and Vine
|
The content is
shareable on Facebook, Twitter, Instagram, YouTube, Foursquare and Google+
|
7.
Quality of visual content
|
Good quality of
visual content. Has provided with beautiful images to attract its customers.
|
Also has good visual
content
|
8.
site upload speed
|
The site upload is
very fast.
|
Fast upload speed.
|
9.
Call-to-action:
|
Find out more, Get
started, Find flights, plan your multi-city vacation and join us today.
|
Search flights, find
out more, find the best deals, Find the best price and register
|
10. Anchored Text (hyperlinks):
|
Find out more, book
now, Children travelling alone, 10+ passengers, disability assistance, see
FAQs, London, Edinburgh, Manchester, Paris, get started, Flights + 5 nights
hotel, Flights to London, Layaway vacations, Air inclusive packages, Best
price Guarantee, Low price finder, where we fly.
|
Search with more
option, where we fly, Milan, more destinations, further check in option,
register now, login, miles and more, help & contact, Athens, Berlin,
Paris, Vienna, Brussels, Rome, Paris, Munich, Are you Flexible? Try our best
price search and take advantage of the lowest available Lufthansa fares.
|
11. Mobile Friendly:
Yes/No
|
Yes, it is mobile
friendly. The content can be easily located.
|
Yes it is mobile
friendly with easy navigation.
|
12. Social Media:
(List all SM icons on the home page.
|
The icons on the
home page are Facebook, Twitter and LinkedIn
|
Facebook, Twitter,
Instagram, YouTube, Foursquare and Google+
|
Google Trends:
Google Trends Insights:
Provide
Insights. Include one to two sentences
in your own words that outlines the topic and the two brands you compared. Discuss the results you obtained from Google
Trends. What observations can you make
about the search interest in this topic over the past 12 months?
The topic
that our team has selected is Airlines. The brands that I am comparing are
British Airways and Lufthansa. After comparing both the brands in google trends
we can clearly make out the British Airways is performing better than Lufthansa
airlines for the past many years but there are some fluctuations with
Lufthansa’s increase in the search interest. But the general trends points out
toward the better performance of British airways. Even over the last 12 months
the interest over time shows us the same pattern but during the month of
November the search for Lufthansa shows a rise while there is decline in the
other. After that the patterns for search interest continues to be the same
with Lufthansa showing low interest.
Latent Semantic Indexing Keywords:
Generate a
list of LSI keywords from the LSIGraph Keyword Generator. Search your sites and identify any LSI
Keywords that you can find on either of your brands’ sites. Target at least 3 per brand.
The
keywords for British Airways are booking, cheapest fair and vacation and for
Lufthansa are check-in, baggage and reservation.
Summary:
In term of
Meta keywords British Airways has more advantage since it has a lots of
keywords whereas there are none in the Lufthansa airlines website. The upload
speed of both the website is very fast. In terms of visual content Lufthansa
performs better with better visuals and seems more sophisticated than British
Airways because BA has a lot of written content which makes it less pleasing to
the eye. Both of the website content are
shareable to many different social media websites. The call to action for both
of the brands is good. There websites are mobile friendly with easy navigation.
The keywords found on the sites were baggage information, check-in, air
packages.
Conclusion:
Include a
conclusion that outlines which brand has the strongest SEO and performed best
though the audit. Were there any
surprises?
The
strongest SEO and performance was of British Airways. The biggest advantage being
that they had a lot of Meta keywords which helped it to increase the search
result of its brand. Yes, I was a little surprised that Lufthansa did not had
any keyword since it is such big company. It should focus more on the SEO to
help to boost up its ranking. As we did saw in the google trends too that
people showed more interest in the British Airways which is the core reason due
to their focus on the keywords.
APA Citations
British Airways. (2017). Home. Retrieved from
British airways Web site:
https://www.britishairways.com/travel/home/public/en_ca
Lufthansa. (2017). homepage. Retrieved from
Lufthansa Website: http://www.lufthansa.com/online/portal/lh/ca/homepage
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