More material for the Long Tail of Travel project.
Chris Mottershead, boss of Travelzest, speaking yesterday after unveiling the company's new report into Niche Travel, said generic keywords such as "beach", "holiday" or "ski" have become so expensive they are no longer financially viable for bucket and spade holiday providers.
The answer is to focus on niche keywords in pay-per-click advertising as they are (for the moment) cheaper and, crucially, are more likely to convert to a booking.
Interestingly this is in contrast to comments by Martin Dinham from Neutralize in our lead feature in April - How Far Can Travel's Long Tail Extend?. In the article we wrote:
"There is no actual ‘history’ for the thousands of phrases that make up the Long Tail for PPC schedules, Dinham argues, leading to search engines such as Google to ask for a “nominal fee” for bids.So while the industry is being urged to go "Long Tail" with its online search engine marketing, the reality is that already the likes of Google, looking behind what Dinham suggests, have realised a shift into Long tail bidding may in fact impact on its high value keywords.
"'Google is actually cutting off the Long Tail in order to get people to bid on higher value search terms,' Dinham says. 'This leads the advertiser to invest in higher volume phrases – so search engine optimisation is actually the better way of accessing the longer tail.'"
Kevin May, editor, Travolution
[Exclusive extracts and analysis of Travelzest's Niche Travel Report will be featured in the June edition of Travolution]
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