UK online travel sites fail to make the most of video and images
Many UK online travel sites fail to make the most of videos and images to maximise their visibility in online searches on Google, research by Epiphany has found.
The report reviewed search marketing in the travel sector and discovered that very few travel-related sites have a presence on Google in terms of images and videos.
Searchmetrics’ Video and Image Visibility scores were used to rank how effectively UK travel
sites are using video and images in their organic search marketing, with tripadvisor.co.uk coming out on top for images and monarch.co.uk for videos.
Andy Heaps Epiphany’s director of operations, said: “Google often brings video and image results onto the first page of its search results and visual content such as this provides a natural way to attract the attention of people who are searching for holiday destinations, hotels, flights or other travel related information.
“In comparison to other sectors, the travel industry is extremely sophisticated in its use of search, so it’s a surprise to see that photography and video is still relatively under-developed, especially because they are usually a key asset for travel marketers.”
It was found that tripadvisor.co.uk was the site with the highest visibility, followed by lastminute.com, travelsupermarket.com, thomson.co.uk and laterooms.com.
It terms of social media visibility, tripadvisor.co.uk and Premier Inn came out on top.
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