Baseline analysis for the flight keyphrases

The baseline search marketing report for the flight search terms was run at the start of November 2009, with the search results being evaluted for both the web and pages from Singapore searches within Google Singapore.

The top ten sites, based on overall search result coverage, from both analyses are listed in the tables below.

For fully interactive results of the top 100 websites showing coverage and average rank click on the images below.

Google Singapore Web search results

Google Singapore - pages from Singapore search results

Considering first the results of online coverage for the default web search in Google Singapore it can be seen that none of the top 10 websites are Singapore specific. Cheapflights has premium coverage ranking 1 and 2 across the search terms evaluated, although unfortunately flights originating from Singapore are not covered directly by either the UK or .com site.  The relevancy of the results is high with all of the top 10 results being highly relevant to a search performed on flight terms. Excluding the issue with coverage of flights originating from Singapore the top 10 sites all provide comparisons and/or direct booking of flights.

The results for  the online coverage of the “pages from Singapore” searches across the phrases shows a marked difference to the default web search with no overlap within the top 10 results. The key difference is that within the top 10 websites only four are specialist flight related websites. The remaining six websites are high value information portals that contain information relating to flights/airline companies but not always a direct route to booking.

While the more interesting analysis will come month-to-month in seeing how the online landscape changes the take away from this baseline analysis is that the localization of a search query has a significant impact on the search results.

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