CWT, the UK’s leading provider of travel websites, understand that sales depend on the length of your tail.
The increasingly competitive and expensive nature of travel search terms is making it ever more difficult for smaller travel retailers to achieve good rankings within the UK search engines.
CWT has been working to leverage this problem through innovative SEO techniques, which include niche area analysis, travel writing and destination management. By concentrating on less expensive ‘tail’ search terms, CWT is enabling smaller retailers to target specialist niche markets and appeal to a wider audience.
“Focusing on niche products is immensely beneficial from an online advertising customers and your website appears when the consumer is farther down the buying process.” Dan Caplin, Head of Search Marketing at CWT.
CWT is about to launch a new website, Holidayclick.co.uk, which embraces the long-tail search by targeting three niche areas every month. Kicking off the site will be Florida, Turkey and the Red Sea.
“CWT understands the competitive nature of online travel. By using the destination management technology we can target our marketing to these niches, which increases conversion and profitability.” Chris Janelli at Holidayclick.
"As a leading dynamic technology provider, customer conversion levels are crucial to our sales. We believe an integrated insurance policy specifically designed to cover dynamic packages. DP insurance has become increasingly important given the increased consumer awareness regarding DIY holidays since the Tonight with Trevor McDonald show was watched by 4.8 million people." Peter Hilton, Managing Director of Click with Technology.
For further information:
Dan Caplin
Head of Search Marketing
Click with Technology
0845 456 0070
danc@clickwt.com
