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Flights sector report

Travel is a highly competitive industry to compete for keywords, so it is crucial your SEO strategy is driven by data, ROI and results. With constant changes in technology, consumer trends and Google algorithm updates, it is crucial you stay updated with industry news. This report explores the competition for organic search results in the Flights sector, and offers tips you can put into practice today.

What our Flights report offers


Latest insights

  • You should optimise your keywords to ensure they focus on flight locations, and update your page titles and meta descriptions accordingly.
  • In terms of searches, this sector is mainly split into ‘flights + location’, and generic terms such as ‘cheap tickets’.
  • Your content should be lengthy, clear, and easy to read, as readability scores show correlation in ranking in this sector.
  • This industry provides an example where better links don’t lead to better rankings when the content of a site is weak. You should therefore build links to high-quality, lengthy content pages to drive immediate results.

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What does our Flights report cover?

Sector overview

Interest in the Flights sector peaks at the beginning of the year, and there is a slight drop-off in April and May, however the search interest remains fairly high. This interest continues during the summer, but a sharp decrease is seen in winter, and finally popularity peaks at the end of the year. In general, the popularity of search is fairly consistent over the year.


The top three keywords that consumers search for in the Flights sector are:


  • cheap flights to london
  • cheap flights
  • cheap flights uk


There are some generic terms such as ‘cheap flights’, however most of the keywords are location-based such as ‘cheap flights to london’. This is because people generally know where they want to fly to, so these should be the focus of future campaigns.


Who currently dominates the market? 

Skyscanner is ranked the highest, with 1,700,000 estimated monthly traffic searches. EasyJet follows with 651,700 estimated monthly organic searches. These top two competitors share 19,892 keywords containing ‘flights’ – 12,507 keywords more than the remaining 18 competitors.


Overall, Skyscanner has the best average rank in terms of both generic terms such as ‘flights’, and destination terms, such as ‘flights to Edinburgh’.


Content types in the Flights Holidays sector

Content plays a crucial role in SEO and gaining online visibility. Reviews and images feature in most queries, so it is important that you tailor your content towards this. There is a clear gap for video content and information that could appear in the instant answer boxes, so this presents a clear opportunity for new content. Having content that is clear and easy to read is important, as with the exception of Jetcost, sites with a higher reading ease score acquire more visitors.

Facebook landscape

Companies with a higher number of Facebook likes generally rank better in the SERPs, and this evident with both Skyscanner and Easyjet. Social media is a ranking factor in SEO, so you should use varied content types such as video to engage your audience.


Authority and links

Link building is an important factor of SEO – the more you are mentioned by other sites linking to you, the more Google will reward you. The rankings of each competitor based on Domain Authority can be seen below (out of 100):


Ryanair – 90

easyJet – 88

Skyscanner – 84

Cheap Flights – 63

Jetcost – 49


EasyJet has the second-highest DA, but ranks second-lowest, while Skyscanner has a lower DA and ranks above them. This suggests that although links are important, there are other important ranking factors.


Key takeaways from this report include how this sector is mainly focused around location-based keywords, so these should be targeted. Skyscanner and easyJet bring in the most traffic, and this is due to their ranking for a broader range of terms – but there is a clear opportunity to take traffic from these sites.


Want more information?

You can read the full report by completing the form above, or you can contact Ad-Rank Media to discuss this report using the contact details below.


Chad Harwood-Jones (MD)

T: 01442 817080

E: [email protected]

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