News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Keyword carelessness inhibiting UK travel brands' discoverability in App Store
Many of the UK's top travel brands could improve their discoverability in the Apple App Store if they fixed a few problems, including their spelling.
Earlier this year, a survey of Travel Technology Europe attendees revealed that the vast majority (83%) expect their customers to spend more on new technology in 2014 of which 72% of that increased spend will be directed at mobile technology.
According to Travel Technology Europe event manager Sarina Patel, "not only is the travel technology world gearing up for the year of mobile, it is planning the relevant investments to deliver what is expected to be a real step change".
However, if new research from Yodel Mobile is an indication of travel brands' approach to mobile marketing, it could do with some improvement.
A report in Mobile Entertainment describes how Yodel Mobile analyzed the UK's top travel brands' use of keywords against three criteria:
Capacity - the percentage of the 20 permitted keywords used;
Relevancy - the success with which travel brands connected relevant, travel-related keywords to an app; and
Typos - the number of keywords spelt incorrectly.
The analysis revealed that only 30% of the 20 keyword limit was being used and, incredibly, 2 of the travel brands had used no keywords at all. In addition, over half of the travel brands failed to use relevant and obvious keywords such as cruise, flights, cheap or holiday.
Attention to detail was also lacking. Nearly half of all the travel brands had carelessly used incorrectly spelt keywords such as Londoni for London or airwaves for airways.
With a little more thought and care put into keyword selection and presentation, travel brands would get a lot more from their mobile app investments with greater discoverability in an already crowded App Store.
Image via Shutterstock
- Less than half of consumers satisfied with retail app experience
- Study: Order struggles a problem for B2B
- Ad Roundup: Solution expansions, investments
- Expert: Consent, Identity key for businesses
- UK ad viewability levels stagnate
- Ecommerce Roundup: Shipping, experience key to satisfaction
- Survey: Recruiting a struggle for IT departments
- Study: Mobile consumers want control
Featured White Papers
- How to Deliver Content Your Employees Will Love to Share
Your employees are your greatest asset. It makes perfect sense that companies would double down on their own talent, empowering...