Searchmetrics releases study of car rental providers in organic and paid Google searches
New York - October 28, 2013 - Enterprise.com is the most visible web site in Google US organic search results for searches related to car rentals, while travel portal, kayak.com, is most visible in Google’s paid search results according to a new study.
Established car rentals providers such as avis.com, hertz.com and alamo.com dominate the top 10 organic and paid results for air travel searches. Of the broader travel portals, only expedia.com and kayak.com feature.
The findings come from an analysis of the search and social media performance of sites offering car rentals by digital marketing software and services provider, Searchmetrics. The study is Part 2 of a detailed report analyzing the search and social visibility of brands in the travel sector in the US, UK, Germany and France (Part 1 focused on airlines and Part 3 will look at the hotel sector).
For its study of car rental providers, Searchmetrics analyzed the sites that rank in the top 10 organic and paid search results for a list of the 360 most popular search terms related to car rentals in US and UK English and French and German. It used this data to calculate the SEO Visibility and Paid Visibility scores – index values developed by the company to measure how visible and prominent sites are within organic and paid search results, respectively – for each site.
The table underneath shows the most visible car rental providers in US organic searches on Google.com (based on SEO Visibility scores). Enterprise.com is the runaway leader with an index score of 900 ‒ much higher than second placed, Expedia.com (521). Eight out the ten sites are dedicated car rental or car sales providers, including comparison sites rentalcars.com and carrentals.com in position 6 and 10 respectively. Travel portal kayak.com comes in at 8th position.Top sites for car rental searches in Google US organic search
For paid search, kayak.com takes top spot with enterprise.com again positioned highly in second place (see table underneath). Three sites in the paid search list which do not feature in the organic top ten are nationalcar.com in 6th place, thrifty.com in 9th place and airline web site, united.com, in 10th place.Top sites for car rental searches in Google US paid search
Marcus Tober, CTO and founder of Searchmetrics said, “These days a big portion of people who want to get a hire car, start their search for a rental company online through a search engine, so for car rental brands, travel portals and price comparison sites, being visible for the most popular keywords for car rentals on Google is hugely important.” The data for the study was taken at the end of August 2013 from the global search and social media database which Searchmetrics operates to power its online software tools. This is a regularly updated store of millions of data points related to web sites and their visibility in search engines and social networks.
An infographic which provides a summary of the key findings of the study can be viewed here: http://www.searchmetrics.com/media/images/whitepaper/travel-study_infographic_carrental_us.jpg. The full study can be downloaded at: www.searchmetrics.com/en/white-paper/travel-industry-carrentals/
Charts illustrating the tables in the press release can be found at:
Top sites for car rental searches in Google US organic search
Top sites for car rental searches in Google US paid search
 How Paid and Organic search visibility is measured
The study analyzes the most visible websites providing car rentals across Google.com’s paid and organic search results, where visibility is defined by Searchmetrics’ ‘Paid Visibility’ and ‘SEO Visibility’ scores.
Searchmetrics tracks the paid and organic ranking of millions of keywords every week. For this analysis it calculated the ‘Paid Visibility’ and ‘SEO Visibility’ scores based on:
- The number of times a domain appears in the search engine results pages (SERPs) across the keyword set related to car rentals
- Its prominence within those SERPs (a higher ranking equates to a higher visibility score)
- The competitiveness of the keyword (higher search volumes equate to a higher visibility score)
While SEO Visibility and Paid Visibility can relate to a website's real traffic, it is important to remember that traffic can come from many different places online. Therefore SEO Visibility and Paid Visibility are only indicators of visibility that comes from a website's organic and paid search channels.
Searchmetrics is the pioneer and leading global provider of digital marketing software and services. It operates the Searchmetrics Suite™, an innovative, interactive online marketing platform for companies and online agencies. With its "Analyze - Optimize - Succeed" philosophy for online marketing, the company offers a holistic consulting approach to helping companies and online agencies develop and execute intelligent, long term digital marketing strategies.
The company’s flagship Searchmetrics Suite™ platform helps customers to define their individual business goals - such as increased ROI - and achieve them by delivering customized insights, forecasts, and recommendations. It provides detailed analysis and data in SEO, social media and mobile to create a solid foundation for cross-channel digital marketing campaigns. The Searchmetrics Suite™ allows users to shape the own online visibility and differentiate themselves from, potential competitors. Through individually scalable traffic and revenue forecasts and simulations, customers can identify how and where they need to develop their online presence, take appropriate action and track their performance against their goals.
The company has offices in Berlin, London, Paris and New York and operates its SaaS software through a network of partners and an online shop. The fast-growing company currently has more than 100 employees. It is backed by the renowned venture capitalist companies Neuhaus Partners and Iris Capital. Many respected brands, such as T-Online, eBay, Siemens and TUI rely on Searchmetrics to ensure they have excellent visibility through intelligent online marketing strategies.
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