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Holiday Parks sector report
Every successful SEO strategy is supported by data and industry know-how. Data should underpin any strategy and help drive your decisions. There is no doubt that travel is a competitive industry – so you should ensure your strategy is focused on results and ROI. This report explores the competition for organic results and analyses key metrics that relates to ranking success.
What our Holiday Parks report offers
- This sector has a significant number of keywords to target which lead to high traffic. Your site’s landing pages should target keywords such as ‘holiday parks in Devon’, known as location-based terms.
- For this industry, if possible you should ensure local listings are in place on the SERPS.
- Websites with a higher number of Facebook likes tend to rank better in the SERPs – this is particularly evident with Hoseasons and Haven.
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What does our Holiday Parks report cover?
There is a peak at the start of the year for search terms – this quietens down in March. As the summer holidays begin, there is a sharp increase as people start to book last-minute holidays. A decrease is then seen before the Christmas period.
The top three keywords that consumers search for in the Holiday Parks sector are:
- caravan holiday parks
- caravan parks
These search terms are generic, with the main keyword being ‘caravan’. Further down the list, location-based terms become popular. This includes terms such as ‘holiday parks Cornwall’.
Who currently dominates the market?
The top two competitors, Hoseasons and Park Dean Resorts, share 1,438 of the keywords – this is 850 more than the remaining 18 competitors. They also bring in the most traffic, and this is due to their average rank being higher than the competition. Delving deeper, Hoseasons and Park Dean Resorts rank for the most location-based terms on the first results page; this means they bring in more traffic. The data highlights that there is room for improvement for the likes of Haven, UK Parks and Break Free Holidays to improve their content, as this will increase their visibility for location-based terms.
Content types in the Holiday Parks sector
Content plays an important role in visibility – by analysing the types of content that ranks well, you can improve your SEO rankings. Local listings, images and reviews appear in almost all searches, which suggests that these are vital to rank well. From further analysis, there are no search terms that show instant answers or featured snippets – this presents an opportunity to create content using these features to improve your rankings.
Companies with more Facebook likes and who create regular social media content normally rank higher. This is evident with Hoseasons and Haven. UK Parks has the fewest number of Facebook likes but the highest engagement percentage rate and this contributes to it having a lower overall ranking. However, Park Dean Resorts ranks higher than Haven and has fewer Facebook likes, which suggests that other factors such as high-quality content impact the ranking.
Authority and links
Link building is a crucial part of SEO. You want high-authority websites to link to you – this authrity is measured by Domain Authority (DA). The score is based on the number of linking domains pointing to your site and how strong their authority is. The rankings of each competitor based on Domain Authority can be seen below (out of 100):
Hoseasons – 66
Park Dean Resorts – 63
UK Parks – 58
Haven – 51
Breakfree Holidays – 52
Generally, the higher the DA, the better the site’s ranking, which is evident with Park Dean Resorts and Hoseasons. We see that sites that have a higher DA have more visibility, as they have higher-quality links pointing to them.
Key takeaways are that higher rankings of keywords play an important role. This means that sites who rank for fewer keywords receive more traffic due to these keywords being high-volume terms. Companies should also put time into their social media accounts and align this with their SEO efforts to improve their online visibility.
Want more information?
You can contact Ad-Rank Media to discuss this report using the contact details below.
Chad Harwood-Jones (MD)
T: 01442 817080