MarketScan Airline Industry Scorecard Shows Travel Aggregators Orbitz, Expedia, CheapTickets, Travelocity, Priceline, Fly Rings Around Major U.S. Airlines

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Top five search engine marketing programs focus on pay per click campaigns.

Travel Aggregators continue to fly rings around the major US airlines when it comes to Search Engine Marketing. The top five highest rated travel programs and seven of the top ten (based on MarketScan Airline Industry Scoring) are aggregators. The dominance is particularly pronounced in PPC ratings – where the top seven programs are aggregators. Among airlines, Continental got the highest rating – on the strength of its SEO program. United was number two – scoring well on organic and respectably in terms of PPC. Delta, Southwest, Northwest, American and America West followed.

Specifically, the industry top 15 list includes:
















Ratings (shown in the attachment) are based on MarketScan evaluation. MarketScan generates a list of top search terms in an industry (sample terms – from more than 1000 evaluated – include: Travel Planning, Travel, Online Air Travel, Book Travel Online, Travel Deals, Vacation Packages, Air Travel, Airline Travel, Airlines, Online Travel, Online Travel Discounts, Chicago Flights, Group Travel and Vacation Deals) and then tracks the organic and paid performance of each site across the entire spectrum of relevant words. Rankings are weighted based on word relevancy and organic and paid position on Google and Yahoo.

About SEMphonic

MarketScan(SM) is an online keyword discovery and dynamic competitive analytic tool developed by SEMphonic. For over 8 years, SEMphonic has been delivering large enterprise web analytics and competitive analysis to Fortune 500 companies. The company now firmly focuses on developing and marketing powerful and efficient search engine marketing (SEM) technologies which dramatically increase campaign effectiveness as well as reduce the cost and complexity of traditional tools. SEM practitioners worldwide are gravitating to the fact that SEMphonic's MarketScan Keyword and MarketScan Analyzer are essential tools and this powerful new subscription-based solution rapidly bridges the gap between web marketing and web measurement. SEMphonic's MarketScan tools are already maximizing the competitive edge for companies such as American Express, AOL, CyberTrader, Charles Schwab, Bishop Marketing Resources, Endless Pools, Hotwire, Intuit, Marshall Strategies, Morgan Stanley and Mediasmith, just to name a few. SEMphonic is headquartered in Novato, California. Visit us at for more information.

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David Libby
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