An SEO Analysis of British Airways & Lufthansa Airlines

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:	https://www.britishairways.com/travel/home/public/en_ca	http://www.lufthansa.com/online/portal/lh/ca/homepage
2.     Page Title	Book Flights, Holidays & Check In Online | British Airways	Flight tickets online - fly worldwide - Lufthansa &#174  Canada
3.     Meta Description	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

An SEO Analysis of Emirates & Etihad

Airline Companies - An SEO Analysis of 2 Airline Companies

Written by:  Mandeep Singh

“Emirates vs Etihad. Which Airline Optimizes Better?”

Introduction

Search Engine Optimization (SEO) is an important consideration for marketers as it helps in keeping track of traffic. It also tells the company what is or isn’t attracting its targeting audiences. The more present and up to date you are on your site, the more traffic you can welcome and see coming your way. An SEO also makes the brand/company’s job a lot easier when it comes to receiving online orders or requests, complaints, and reviews. You also come to know and discover what your audience is looking for and wants.

SEO Audit	Emirates	Etihad
Screen Captures of both Brand’s home pages:
1.     URL:	https://www.emirates.com/ca/English/	http://www.etihad.com/en-ca/
2.     Page Title	Emirates	Etihad
3.     Meta Description	Fly to over 140 destinations to enjoy award-winning inflight entertainment and free Wi-Fi. Book seats and check in online.	Book flights to worldwide destinations from Canada with Etihad Airways, national airline of the United Arab Emirates.
4.     Meta Keywords :	International flights, book flights, flights, flights to, airlines, emirates, fly emirates, emirates airline.	Etihad, Etihad airlines, flights, Canada.
5.     Quality of written content	Limited written content, mainly communicating, through the use of images and visuals.	Limited descriptions and mainly images. Mostly communicating, through the use of images and visuals.
6.     Content shareable	No, Emirates does not have shareable links for people to easily share content.	No, Etihad does not have shareable links for people to easily share content.
7.     Quality of visual content	Great quality visuals are used on the homepage of the site.	Reasonable – good quality visuals are used on the homepage of the site.
8.     site upload speed	The Emirates site loaded fast even though it has more pictures and bigger pictures to upload. Fast upload speed.	The Etihad site loaded up fast as well, but was a delay for the images and the content to fully upload on the page. Fast uploading speed, but slower than Emirates.
9.     Call-to-action:	“Book a flight”, “Find hotels and cars”, “Discover Dubai”, “Learn more”	“Search flights”, “ View all deals”
10. Anchored Text (hyperlinks):	“Book a flight to Dubai from $1,849* return for two”, “Join now”, “Visa and Passport Information”, “Baggage”, “Check-in Online”	“My Etihad Guest log-in”, “Contact us”, “Multiple Destinations/ Stopovers”, “View all deals”, ”Subscribe for future deals”, “Book extra legroom seat online”, “First Class Lounge & Spa”, “Download our Award Winning Mobile App”
11. Mobile Friendly: Yes/No	Yes, easily accessible from mobile devices and it also have a mobile app.	Yes, easily accessible from mobile devices and it also have a mobile app.
12. Social Media: (List all SM icons on the home page.	Social media icons on the homepage are; Facebook, Twitter, YouTube, LinkedIn, Instagram, Google +	Social media icons on the homepage are; Facebook, Twitter, YouTube, LinkedIn, and Google +

Google Trends:

Google Trends Insights:

 I used the word Airline as my search term. The results I obtained from Google Trends indicate that the keyword Airline is searched the most out of all three comparisons. I also discovered that Emirates is much more popular in searches compared to Etihad. Emirates is more popular in every region, in comparison to Etihad. This could be due to people knowing more about Emirates, or because Emirates may be the number one SEO that pops up when you search for an Airline that flies to UAE and other Middle Eastern countries. In addition to all this, I learned that Emirates and the keyword Airline is searched more in Northern, Southern America and Australia out of the map shown

Latent Semantic Indexing Keywords:

Emirates – Flight Status, Check-in online, Dubai

Etihad - Flight Status, Check-in online, Guest login

Summary:

Emirates strengths are its strong quality of visual content. This really amuses and attracts traffic. Also, Emirates has a faster uploading speed to its website in comparison to the Etihad site. In addition, Emirates is easily accessible from mobile devices and has its own app.

Etihad strengths include the fact that it has some good visuals and the site still uploads at a fast enough speed, which won’t disappoint its viewers.

Both Emirates and Etihad can work towards improvement, to make their SEO’s stronger and better. Areas that Emirates could build upon include; the quality of its written content. This is because Emirates has a limited amount of written content. I know that Emirates is an excellent Airline, so it should write about its service and luxury features. Right now, the page is primarily conveying its brand through images. More written information would be helpful to its traffic. Emirates should also consider making their content sharable through their social media icons and links. This could increase view and traffic. Moving forward, areas that Etihad could build on include; their quality of written work as well. There is a very limited amount of written content. There is barely any information on their company and what their airline could offer. They could possibly consider writing about their services or mission and goals. Etihad could also make their content shareable through their social media icons and links to attract more traffic. Lastly, the Etihad site could improve on increasing the quality of their visual content and increasing the uploading speed to their website.

The keyword sentences found on the sites were “Search flights”, “Check in”, “Destinations”, and “Fly”.

Conclusion:

Include a conclusion that outlines which brand has the strongest SEO and performed best though the audit.  Were there any surprises?

For an SEO to be strong, popular and a hit, it is very important to consider all the factors listed above in the chart. When analyzing the 2 Airline companies/brands; Emirates and Etihad, I observed that both companies have much to improve on. By looking through and analyzing the audit, I have to say that Emirates would have to be the winner. This is because Emirates has better visualized its content with its image quality and layout design. It has also done a better job in its written content. It somewhat describes its brand and its service. Whereas, Etihad has barely any written content. The page almost seems scattered and unorganized, not very pleasing or attractive. Thus, keeping the following considerations in mind, Emirates is the SEO that performed stronger in the audit. Although, both brands still have a lot of room for improvement. Finally, I was surprised to see the lack of written content on Etihad’s site. I was also surprised to see that none of the sites have made their pages shareable through their media icons or links to its viewers.

APA Citations

Airways, E. (2017). Enjoy great fares on flights and holidays from Canada to the world. Retrieved February 8, 2017, from Etihad Airways Abu Dhabi, http://www.etihad.com/en-ca/

Emirates Hello Tomorrow. (2017). Emirates. Retrieved February 8, 2017, from Emirates, https://www.emirates.com/ca/english/