WestJet vs Cathay Pacific on YouTube

Harveen Ghumaan

How often does each Airline company post a new video?

WestJet is not as active on YouTube as it is on Facebook and Twitter. The last video they posted on their YouTube channel was February 13^th, 2017 (8 hours ago). The video is about how WestJet has increased its Quebec service. Skimming through their videos, it is visible that they post around 2-3 times in a month. WestJet posts its videos in 2 languages; English and French.

Cathay Pacific is also not as active on YouTube as it on Facebook and Twitter. The last video they posted on their YouTube channel was 3 weeks ago from February 13^th, 2017. The video is about Cathay Pacific & Cathay Dragon – Marriage in the Air. Skimming through their videos, it is visible that they post around 4-5 times every 2 months, and about 2 times in between that gap.

What kind of video content does each Airline company post?

WestJet posts a variety of different content on YouTube, all ranging from commercials, experiences, miracles, services, captain retirements, flights and more!

Cathay Pacific also posts a variety of different content on YouTube, all ranging from members, launches, contests, planes, apps, inflight safety, staff and more!

In the description area, what kind of content is included?

In a typical WestJet video the description area consists of a summary as to what the video is about and any link(s) to their website to access additional information on the subject they are sharing.

Alike WestJet’s YouTube video descriptions, in a typical Cathay Pacific video the description area consists of a summary as to what the video is about and any link(s) to their website to access additional information on the subject they are sharing.

Which are your Airline Company’s most successful recent videos?

A recent WestJet video that is successful is the video “WestJet Christmas Miracle: Fort McMurray Strong”. This video captures one of WestJet’s Christmas miracle’s towards a family. This video has 1, 393,591 views, 4,670 likes, and 593 comments. You can watch this video by clicking on the following link: https://www.youtube.com/watch?v=y7qZclJIjOM

A recent Cathay Pacific video that is successful is the video “A350 before Your Eyes”. This video gives its viewers a glimpse of one of their aircraft models. It also describes to them how it will change the way they travel. This video has 75,972 views, 283 likes, and 22 comments. You can watch this video by clicking on the following link: https://www.youtube.com/watch?v=3kkSEeh-kOQ

Why do you think these two videos were so successful?

The WestJet video was successful because it shared something very different and unique in comparison to other Airline companies. Viewers found this miraculous experience to be something so special and considerate for families. WestJet is going up and beyond in keeping their clients happy, valued, and cared for.

The Cathay Pacific video was successful because it advertises and introduces one of their aircraft models, which interest its viewers. Something new is always liked because it would be different and special. Also, viewers felt the company growing and advancing.

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