In a list of the top ten ski holiday providers for paid search visibility, crystalski.co.uk has claimed the largest share across November and December.
New figures prove that December was a key month for winter holiday websites looking to amp up their search budgets, with many reaping the rewards.
Research from Net Media Planet shows neilson.co.uk jumping from 7th place, holding 5.2% of the visibility share in November, to 2nd place with 20.4% in December.
Share of paid-searchvisibility in November
Despite remaining in the top spot for the two months, crystalski.com’s share dropped by 13.1% in December. This painted the picture of a company who had not made vital keyword updates for the month and ultimately lost out to competition who had planned ahead in an effort to capitalise on the popularity of winter ski holidays.
A newcomer to the top ten, igluski.com took 10.2% of the share, with skiline.co.uk entering in 7th place with 4.9%. Meanwhile skisolutions.com and oliverstravels, which took 8% and 4.5% of the share respectfully in November, dropped out of the top ten completely during the crucial month of December.
Share of paid-search visibility in December
Lisa Rogers, marketing manager at Net Media Planet, stated that brands who increased their paid search efforts at the earliest chance ultimately came out on top.
“According to Google, in Q4 search terms such as “skiing” and “ski lift tickets” started to gain traction only to continue to increase in popularity throughout the beginning of Q1. We are seeing brands such as Neilson.co.uk, skiline.co.uk, and igluski.com increasing their paid search efforts to take advantage of the increasing search traffic for ski holiday search terms.
“Unfortunately, for those brands that don’t plan for the upsurge in activity it may mean losing out against the competition.”