Qantas Airlines
Known for their impressive T.V campaigns and extensive marketing activities. Digital marketing feels like home to them. With, 70% of Qantas’ marketing spend is invested in digital channels, it says, as it looks to drive efficiencies in its marketing.
However, do Qantas use their SEO effectively?
What is SEO ?
SEO stands for search engine optimisation, which uses organic keywords to increase companies ranking in the Google ranking algorithm.
So How Does Qantas Currently Use SEO and What can they do better?
Sush Padhye states that 86.4% of branded content is ranked higher in SEO. Found after an audit on Qantas’s SEO, it was found that the use of low search volume informational keywords and URLs not optimised to include keywords or remove redundant keywords. There was a lack of target pages (homepage ranks for most keywords).
SEO is just shifting into a more efficient technique, as suggested by Search Engine Land. Kissmetrics explains that old SEO was focused on singular words, as new SEO concentrates on keyword intent and user needs to create long-tailed searches.
The Key Words: Holiday, Accommodation, Tourism, Things To Do, Sightseeing, Destinations, wish list, Bucketlist. Could create a better SEO Ranking along with informational keywords as they concentrate on customer needs and desires.
For Example:
The Key Words: Holiday, Accommodation, Tourism, Things To Do, Sightseeing, Destinations, wish list, Bucketlist. Could create a better SEO Ranking along with informational key words as they concentrate on customer needs and desires.
Targeting customer needs and desires would create a better SEO Ranking, as informational keywords, as they concentrate on customer needs and desires.
However, Cornell University states that the page rank algorithm does not reflect current events, nor the inability to handle queries containing natural language and information outside of keywords. These problems could affect Qantas’s SEO ranking as the customer’s needs and desires could be related to current events. When working with SEO, Qantas needs to consider what search-phases customers would likely type into the search engine.
To manage the limitations of SEO, the Qantas marketing team need to make SEO a continuous role within the organisation to ensure that the company is keeping up current events and customer trends.
By pre-empting and observing their customer trends over time, Qantas could increase their SEO ranking.
I mean …….can you imagine a role in SEO?!
Do you think that a key phrase analysis is the best approach for Qantas?
Leave a comment!
The Thoughts Garden 
This was such a fascinating read. It was great to learn about a real life SEO example. I think Qantas needs to go for it. When they are already investing so much into digital marketing channels, this could be the icing on the cake for them. Key phrases could also include the names of cities or countries so that Qantas can try to understand consumer needs and more than likely service them.
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Hi Opitruzz !
Thank you so much for the feedback! Qantas is quite an interesting company when it comes to marketing as they do so much! yet sometimes they don’t use simple tools efficiently. Including country names in SEO, would be genius. Are there SEO techniques that other airlines use that would work for Qantas?
Thanks!
Dempsey
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They could consider is capitalising on their Frequent Flyers and ensuring they follow white hat techniques – OP 🙂
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Hi Dempsey!
This post explained SEO so well! It made is a lot easier to understand what it is and the role it plays in a companies digital marketing. Do you think communications via social media platforms, such as Twitter, would be a way to compensate for the page rank algorithm inability to factor in current events?
Thanks,
Stasi
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Hi Stasi!
Since SEO is not ranked due to relevance, rather than backlink SEO, I don’t feel it would essentially help. However, do feel that SEO systems within each platform will collectively create a sense of credibility, if all social media platforms SEO are carefully considered to bring them up as a first result.
Thanks,
Dempsey 🙂
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Hi Dempsey,
Love the example you have chosen here. As a marketing student, I am probably super biased as I think every company online should have some level of SEO. However, do you think it might be a good thing for Qantas not to be on the top of the Google search? Most people shop around when it comes to flights anyway so it’s unlikely they would accept the first option they see.
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Hey Ella!
Good question! I Do feel that it benefits for Qantas to be a top result on SEO engines as it creates a sense of security and credibility towards for the consumers that Qantas would be the first option that pops up on google search.
Thanks,
Dempsey 🙂
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Hi Dempsey
Love the application to Qantas!
Do you think linking some relative back links to their site to be beneficial in ranking their site higher? Considering there are many quality sites out there that can be related to travel, adventure, journeys, etc.
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Hi Julian!
Glad you liked it! Back linking could indeed help Qantas in some cases! However, since google has kept changing its algorism, the whole landscape of google ranking has changed. This means that Qanats would need to use contextual backlinks to quality sites.
Hope that helped!
Thanks,
Dempsey 🙂
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