Air Canada vs. Delta Airlines on Twitter

Zixuan Liang

How often does each brand post?

Air Canada is highly active on Twitter and posts most of its content on weekdays. On a daily basis, the company can tweet 3 – 5 times. Since February 9, 2017, the company has increased its content on Twitter due to its 80^th anniversary. Delta Airlines has a higher activity on Twitter than Air Canada. The company is active both on weekdays and weekends. Besides, the company can post up to 6 tweets each day.

What content does each brand post?

Air Canada posts much content on Twitter in the form of pictures and videos. The information posted focuses mainly on the services provided by the company. For example, new services, travel routes and latest activities ("Air Canada (@AirCanada) | Twitter," 2017).

Delta Airlines posts its latest activities using pictures and videos. For example, the most recent post shows how the company supports Kelsea Ballerin for the GRAMMY Awards ("Delta (@Delta) | Twitter", 2017). Then, some of the content shows the best travel destinations for the airline.

Does each brand use 50/50 rule?

Air Canada does not apply 50/50 rule. Most of the content posted describes the company and services provided.

Delta Airlines uses the 50/50 rule. Half of the content posted describes the airline and its operations. The remaining posts focus on other issues such as nature, celebrities, and the general society.

Keywords used by either brand

Keywords employed by Air Canada are “diversity”, “fly the flag” and “landscape”. Delta Airline uses “proud”, “support” and “system” as keywords in the posts.

Which are the most successful recent posts?

Air Canada posted s successful video on February 9, 2017. The two-minute video shows the company celebrating its 80^th anniversary where it honors diversity and heritage. The video has 204 tweets and 341 likes.

Delta Airlines posted a successful video on February 8, 2017. The video demonstrates Delta’s support for Lucas Graham, a first-time GRAMMY Awards nominee. The video has 171 tweets and 735 likes. 

Why are these posts successful?

The post by Air Canada informs customers about the success the company has achieved for the past 80 years. Thus, it is marketing and promotion strategy the company uses to attract many customers. According to Grégoire et al. (2015), posts on social media such as Twitter provides customers with adequate information on the company’s operations, hence attracting many of them.

Delta Airlines uses the video to promote its brand. Increasing awareness of its brand makes it easy to attract customers from all parts of the world (Gunarathne et al., 2015). According to Wan and Gao (2015), Delta Airlines engages its consumers through Twitter to promote its brand.

An SEO Analysis of Air Canada & Delta Airlines

SEO Analysis

Air Canada VS Delta Airlines

Zixuan Liang

Introduction

SEO stands for “search engine optimization.” It is the process of getting traffic from the “free,” “organic,” “editorial” or “natural” search results on search engines (SearchEngineLand, 2017). SEO can help marketers effectively when they want to promote their brand or products online, it brings up the ranking of the research result. The higher your ranking is; the more people would click into your page.

SEO Audit	Air Canada (AirCanada, 2017)
Screen Captures of both Brand’s home pages:
1.     URL:	https://www.aircanada.com/ca/en/aco/home.html
2.     Page Title	Air Canada – Official Website
3.     Meta Description	Buy airline tickets, find cheap airfare, last minute deals and seat sales with Air Canada. Book hotels, cars and vacations with Air Canada Vacations.
4.     Meta Keywords :	Book online, online check in, cheap flights.
5.     Quality of written content	Limited written content, most contents are an image with one or two sentences
6.     Content shareable	The contents on the website does not support sharing
7.     Quality of visual content	Excellent, make people start thinking vacations
8.     site upload speed	Fast upload speed
9.     Call-to-action:	Book now, contact us
10.  Anchored Text (hyperlinks):	My booking, check-in, flight status
11.  Mobile Friendly: Yes/No	Yes
12.  Social Media: (List all SM icons on the home page.	Facebook, Twitter, YouTube

SEO Audit	Delta Airlines (DeltaAirlines, 2017)
Screen Captures of both Brand’s home pages:
1.     URL:	http://www.delta.com/
2.     Page Title	Airline Tickets & Flights: Book Direct with Delta Air Lines - Official Site
3.     Meta Description	Delta Air Lines, a leader in domestic and international travel, offers airline tickets & flights to over 300 destinations in 60 countries. Book direct at Delta.com.
4.     Meta Keywords :	Book a trip, flight status, vacation packages.
5.     Quality of written content	Limited written content, most contents are an image with one or two sentences
6.     Content shareable	The contents on the website does not support sharing
7.     Quality of visual content	Great, images of bench and mountain encourage people to book a flight
8.     site upload speed	Fast upload speed
9.     Call-to-action:	Book today and save, find out more
10.  Anchored Text (hyperlinks):	Book a trip, shop, skymiles
11.  Mobile Friendly: Yes/No	Yes
12.  Social Media: (List all SM icons on the home page.	Mobile App, Facebook, Twitter, Blog

Google Trends:

(GoogleTrends, 2017)

Google Trends Insights:

               From the graph by Google Trends, we can tell the peak of airlines research is around the start of January, where people are finishing their Christmas holiday and ready to get back to work or school. By the comparison between Delta Airlines and Air Canada, it is obvious that Delta Airlines is more popular than Air Canada worldwide. More people are travelling to the U.S. and people in the U.S. travel with planes a lot. I believe those are the reasons for this result.

Latent Semantic Indexing Keywords:

Air Canada:        

• Air Canada Flight Tracker
• Air Canada Mobile App
• Air Canada Flight Check In
• Air Canada Rouge

Delta Airlines   

• Cheap Flights
• Delta Airlines Check In
• Delta Airline Customer Service Toll Free Number
• Delta Airlines Reservation Check

Summary:

Air Canada’s strengths are Canada based airline company and national airline brand in Canada. Its website looks great and encouraging; people do feel like ‘vacation’ when they see the website. The areas Air Canada needs to improve are their keywords and descriptions on the website.

Delta Airlines’ strengths are well-known airline company in the world, more people are choosing it due to its reputation. The SEO it is applying are better than Air Canada, with better descriptions and keywords. Areas to improve for Delta Airlines are there should be more call to action on its website.

Conclusion:

I think Delta Airlines is doing better than Air Canada, Delta’s descriptions and keywords are better than Air Canada; these two components do help the result of SEO, which would increase more people to go to your website and increase the profit.

References

AirCanada. (2017). AirCanada. Retrieved from https://www.aircanada.com/ca/en/aco/home.html

DeltaAirlines. (2017). Delta Airlines. Retrieved from http://www.delta.com/

GoogleTrends. (2017). Google Trends Compare. Retrieved from Google Trends: https://www.google.ca/trends/explore?q=%2Fm%2F012j50,%2Fm%2F0k9ts,airlines

SearchEngineLand. (2017). What Is SEO / Search Engine Optimization? Retrieved from SearchEngineLand: http://searchengineland.com/guide/what-is-seo