"Organic position #1 drives 33% of total clicks of top 15. Sites listed on the first Google search results page generate 92% of all traffic from an average search" (Source: chitika.com). Despite ranking well for organic listings, Wotif is still investing heavily in paid advertising which allows it to dominate the first page of Google's search engine with multiple listings. There is no question then that Wotif stands out in the search landscape and has captured a huge portion of online demand.
FIRST, a leading digital marketing agency in New Zealand with over 15 years of experience in digital strategy, analytics, conversion and search marketing, has just released a new industry report showing how visible accommodation providers are within Google’s search engine. FIRST’s consumer survey revealed that 4 out of 5 Kiwis search and book online before leaving for their trips. Additionally, most Kiwis go to online search engines and the websites of the booking providers when looking for accommodation.
By utilising their bespoke metric called RBR (Rankings Based Reach) FIRST revealed that the rest of the accommodation providers have RBR scores of less than 15%, which means that runner-up companies have to optimise accommodation related search terms if they want to remain competitive online.
Additionally, accommodation providers must focus on providing quality and positive online customer experience to be ahead of its competitors. Given relatively low RBR scores, search results are broadly dispersed among a wide range of competitors. In this competitive industry, these providers are missing out optimising on the most cost effective marketing channel - search.
Find out how organic search (SEO) and paid advertising (Adwords/PPC) can make it easy for you by checking out the digital services of FIRST and downloading for FREE the Accommodation Online Industry Report.