Flights have been in the news on a regular basis of late, most recently with British Airways and Easyjet cancelling all flights between Sharm el-Sheikh and the UK until January 2016. With this in mind, we decided to look at the search presence of flight operators. We used Opodo.co.uk as our referring domain for this example, and perhaps surprisingly it ranks among some of the big players in the flights industry.

According to IATA, across the world over 8 million people fly per day, and so there’s no wonder ‘flights’ is a competitive SERP. Interestingly however, ‘flights’ is a keyphrase which has seen a drop in the number of searches in the UK over the past ten years as this Google Trends graph shows.

This could be for a number of reasons, for example the increased terror threat in popular holiday destinations such as Tunisia and Egypt.

Coming back to the MarketScout report, Opodo.co.uk perform reasonably well compared to competitors in the same market. Naturally, the likes of Easyjet, SkyScanner, British Airways and Monarch all outrank them in terms of visibility, however looking at the off-site equity Opodo.co.uk have a credible Trust Flow of 48. Normally, this TrustFlow score would see the site ranking reasonably highly, however in this instance due to the strength of the domains in the flights market, Opodo.co.uk needs a much higher score to be ranking among its competitors.

The MarketScout Report Explained

Top level visibility

The graph below indicates top level visibility and identifies competitors. The data shows that opodo.co.uk has average visibility in the flights market with 19 rankings in the top 10 results for relevant keywords.

Key metrics

This second Metrics graph details Opodo.co.uk’s performance as based against key metrics, including Trust Flow and Referring Domains. The dashed red line indicates the average market performance for each metric.

Visibility vs. competitors

This graph outlines Opodo.co.uk’s visibility against that of its competitors in the ‘flights’ market. It details rankings in the top 10, average position score and number of indexed pages, and it highlights key differences.

Trust flow

The below compares the Trust flow, number of referring domains, .edu and .gov domains of Opodo.co.uk and its competitors, which provides insight into the value and overall quality of backlink profiles.

Topical equity

The topical equity table offers an overview of Opodo.co.uk’s site performance in terms of topics covered and highlights opportunities for specific areas.

Opportunity

The below offers an overview of impressions that Opodo.co.uk achieves vs. its competitors.

Social media

The graph below shows social media activity for the site under analysis vs its competitors. This is based on the number of times a piece of content from the website has been shared socially, and not on the number of likes of followers they have.

Conclusions

The conclusions below are based on performance in each specific area of analysis, Opodo.co.uk is rated red, orange or green according to its main areas of strength and weakness.

Key phrases

The below shows the details all of the key phrases used for any keyword-related analysis in the report. The green tick next to a keyword symbolises that Opodo.co.uk is ranking in the top ten results for that particular keyword.

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