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Train Holidays Sector Report

Travel is a highly competitive industry when it comes to ranking for keywords, so you should ensure your decisions are based on data, ROI and results. As SEO is consistently changing, it is crucial that you keep updated with changing trends, new technologies and regular Google algorithm updates. This report explores the competition for organic search results in the Train Holidays sector, and analyses the metrics you need to know for success.

What our Train Holidays report offers

 

Latest insights

 

  • This sector is mainly split into ‘train holidays + location’ searches, and generic terms such as ‘train holidays’ and ‘rail holidays’.
  • There is an opportunity to use native Facebook videos, as currently only Trailfinders use these often.
  • This sector is competitive in terms of link building – you should ensure you build links to high-quality content pages that are lengthy and well optimised.

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What does our Train Holidays report cover?

Sector overview

Interest for Train Holidays is relatively low at the beginning of the year. In April and May, there is a slight increase, but this drops off in June. There is a sharp increase in searches in the summer months of July and August, but as the holiday season drops off, searches head towards their lowest point of the year. There is then a sharp increase in searches after Christmas, when people begin to look for holidays for the new year.

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

 

  • train holidays UK
  • holidays by train
  • train holidays Europe

 

These keywords suggest that location-based terms such as ‘train holidays Europe’ and generic keywords such as ‘holidays by train’ are good head terms to target.

Who currently dominates the market?

Great Rail is ranked highest, with 7,100 estimated monthly organic searches. Railbookers follows with 2,300 monthly searches. Taking a closer look, these top two competitors share 1,006 keywords containing ‘train holidays’ between them – 905 more than the remaining 13 competitors. This traffic is significantly higher than most of their competitors. The remaining competitors rank for similar numbers of keywords, but their average ranks are lower, meaning they bring in less traffic.

 

Content types in the Train Holidays sector

Content plays an important role in SEO and gaining online visibility. Reviews, featured snippets, top stories and images appear in most results, so you should create content that will trigger these features in the SERPs. The use of video is extremely low, so there is an opportunity to create this type of content.

 

Facebook landscape

Great Rail has the most Facebook likes and brings in the most traffic, but we see sites with lower amounts of engagement that rank well. This suggests their site content might be seen as more relevant by search engines than those with more likes.

Authority and links

Link building is a crucial part of SEO. The more websites link to you, the more Google will reward you. Domain Authority (DA) is a measure of how authoritative a website is in terms of its backlink profile. The rankings of each competitor based on Domain Authority can be seen below (out of 100):

 

Trailfinders – 56

Great Rail – 56

Railbookers – 45

Rail Discoveries – 43

Holidays By Rail – 39

 

Typically, the higher the DA, the better the site’s ranking, which is evident with Great Rail. However, Trailfinders has the same DA but a lower ranking for generic terms. Even though Holidays By Rail has the lowest DA, it ranks in position four for ‘train holidays’ – emphasising that other ranking factors also play an important role.

 

Key takeaways are that the Train Holidays sector is mainly focused around location-based keywords. Great Rail and Railbookers bring in the most traffic as a result of them ranking for a broader range of terms, but there is a clear opportunity to take traffic from them.

Want more information?

You can download the full report above, alternatively 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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