Hitwise Intelligence - Sandra Hanchard - Asia Pacific
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September 29, 2006
Paid vs Organic Search Report Puts Town of 1770 on the Map
The launch of our Paid and Organic search term report as part of Hitwise Search Intelligence 4.0 in the Australian and UK markets, offers search marketers a key understanding of their competitors' PPC and SEO strategies. The report drills down to the keyword level between paid and organic search traffic.
Travel players in particular stand to gain valuable insights into their competitors' business strategies, by the allocation of paid traffic on significant terms. On experimenting with this new tool, I came across a curious example in travel. The below is a combined Paid and Organic report for www.takeabreak.com.au:
The first thing that I quizzed over on this report was the term, '1770'. This was the 9th most popular term to takeabreak.com.au, and 90% of searches on '1770' to takeabreak.com.au was paid traffic, a significant allocation.
Given that many of the terms on this report referred to Australian destinations or types of accommodation, the appearance of a yearly date to me appeared strange. I had a quick squiz on Google to investigate further, and sure enough, the first result for '1770' was a sponsored listing, TakeABreak.com.au/Townof1770.
So where is the Town of 1770?
According to 1770getaway.com.au, the Town of 1770 is the birthplace of Queensland, famous as the first landing point of Captain James Cook in Australia. It also appears to be a popular destination for the outdoors: Search Term analysis indicates that there were 346 search term variations on '1770', with many of the terms referring to camping and marine activities. Accommodation queries also appeared frequently, reinforcing the competitive nature of search on this term. My geography now stands a little more improved..
Posted by Sandra Hanchard at 10:41 AM
Posted to Search
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Comments
Hi, I am an SEO consultant for 1770 getaway website. I found this article analysing the log file for October. What you will find interesting is that this town is so competitive when it comes to tourism, that soon after I finished my job the rival businesses protested against the owner of 1770 Getaway for having "monopoly" over search results for the town of 1770. Would you believe it?
Posted by: Dejan Petrovic at October 31, 2006 10:34 PM
