VisitBritain 'analysing' marketing keywords
Internet Marketing
19 September 2008
Tourism website VisitBritain is analysing its pay-per-click (PPC) marketing keywords in an effort to reduce costs, it has emerged.
Harry Speller, the site's web analytics manager, told E-consultancy that by focusing its efforts on determining which keywords are the most effective, the site may be able to better target its resources and potentially cut costs as well.
"We use thousands of keywords for different destinations and different types of holidays, so we want to see what works best and develop content that's better matched to the keywords our visitors are using," he explained.
Mr Speller explained that keyword analysis may also help the site improve its affiliate progammes, as it will be able to better identify which partner sites work best alongside VisitBritain.
Site users planning a trip to the UK can use the online store to pre-book train tickets, reserve tables in restaurants and check theatre listings before they set off on their journey.
Visitors from countries such as Canada can use the site's TripPlanner tool - powered by travel agency Travel Cuts - to plan their journeys before they leave.
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