Greenlight's Holidays Sector Reports, May 2013, Issue 17

The greenlight sector
REPORT
An exclusive snapshot of the online Search & Social Media market
‘Mobile Advertising -
Why haven’t we fully
embraced it yet?’
asks Hannah Kimuyu.
Exactly what will it take
for brands to embrace the
new reality of search?
Adam Bunn discusses.
What could Facebook’s
new product ‘Home’
mean for your brand?
Article by Sam Haseltine.
MAY 2013
PRODUCT FOCUS
Domestic destinations
Generics
Long-haul destinations
Short-haul destinations

The Greenlight Sector Report
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ARTICLE
Contents
What will it take for
brands to embrace the
new reality of Search?
Interflora’s recent run in with Google gets
Greenlight’s SEO Director, Adam Bunn,
questioning the ‘state of link building’.
3
The Impact of Facebook‘Home’
How can we get the
most from mobile
advertising?
Integrated
Search &
Digital Strategies
32
Article by Paul Byrne
2
feature articles
17
Foreword
7 Natural Search
1 Exactly what will
it take for brands to
embrace the new reality
of Search?
1 Paid Media
2 Article: Mobile advertising
ntegrated Search
Article: Integrated Search
& Digital Strategies
ocial Media
Article: The impact of
Facebook Hom

foreword
At Greenlight, we pride ourselves on being thought leaders
within the Search industry. Utilising our unique data
aggregation and visualisation platform, Hydra, we are able
to track, record and analyse consumer search behaviour
in any given market vertical, which in turn leads to the
creation of our industry renowned Sector Reports.
Each report gives an indication to the size of the potential
online audience and examines the most visible websites
and advertisers on Google UK. In the past few months,
we have worked hard to improve our Sector Reports by
giving them a new look and feel, updating the keyword
sets we analyse and adding mobile search data to the mix,
thus providing insight into how searches differ on different
devices.
We hope that you enjoy the updated versions of our
Sector Reports. If you have any suggestions on how
we can improve our reports, please contact us at
marketing@greenlightdigital.com.
Kind regards,
Alicia Levy
by Alicia Levy, Greenlight CMO
GREENLIGHT WELCOME
Get in touch to discuss your site’s specific performance | www.greenlightdigital.com |  +44 (0)20 7253 7000

Report Overview
Executive Summary
This report profiles search behaviour for the online Holidays sector. It analyses which websites, advertisers and brands were most visible
in the Google UK Natural Search and Paid Media listings, when consumers searched for holidays on Google UK. This report also assesses
which brands interacted well on the Social Media networks. In our analysis we established that:
travelrepublic.co.uk was the most visible advertiser for holidays on mobile devices, achieving a 69% share of voice.
travelsupermarket.com was the most visible website for holidays on laptops/desktops, achieving a 53% share of voice.
Queries for generic holiday terms accounted for 51% of all searches made using laptops/desktops and 55% of all queries made
using mobile devices.
In May, 4.4 million queries were made by consumers searching for holidays on laptops/desktops and mobile devices (tablets &
smartphones).
Percentage breakdown of searches made for each subsector (laptops/desktops):
Percentage breakdown of searches made for each subsector (mobile devices):
Holidays Sector Report | May 2013 | The most visible websites and advertisers on Google UK 5

May Overview
In May 2013, 4.4 million searches were made for holidays on laptops/desktops and mobile devices. The graphs below show a
breakdown of the number of searches made for each of the subsectors analysed in this report, as well as an overview of the total number
of searches made for the online Holidays market in the past 12 months.
Retrospective 12 month view of the online holidays market
Breakdown of subsector searches by platform (May 2013)
Searches for generic holiday terms
were most popular on
laptops/desktops, accounting for 51%
of all searches made for the sector.
In May, 881,536 searches were made
for holiday-related keywords on mobile
devices.
In May, 3.5 million searches were
made for holiday-related keywords on
laptops and desktops.
At a glance
Get in touch to discuss your site’s specific performance | www.greenlightdigital.com | T: +44 (0)20 7253 7000 6

Natural Search
Holidays: Overall
Laptops/desktops: 3.5 million searches
In May 2013, 3.5 million searches were made using laptops and desktops for holiday-related keywords. The league table below shows
which websites were most visible in the Natural Search listings on Google UK for the 4,794 keywords analysed.
The 20 most visible websites on laptops/desktops:
Top 10 search terms:
thomascook.com attained a 49% share
of voice through ranking for 876
keywords, including the search terms
‘cheap Majorca holidays’ and
‘Benidorm holidays cheap’.
travelsupermarket.com was the most
visible website, achieving a 53% share
of voice through ranking for 1,144
‘cheap UK holidays’ and ‘cheap all
inclusive holidays’.
In May, the keyword ‘holidays’ was
queried 450,000 times, accounting for
13% of all searches made using
laptops/desktops.
LAPTOPS/DESKTOPS:

Holidays: Overall
Mobile devices: 881,536 searches
In May 2013, 881,536 searches were made using mobile devices (tablets & smartphones) for holiday-related keywords. The league table
below shows which websites were most visible in the Natural Search listings on Google UK for the 4,794 keywords analysed.
The 20 most visible websites on mobile devices:
‘San Francisco holidays’ and ‘Budapest
holidays’.
‘Geneva holidays’ and ‘holidays
Barcelona’.
In May, the keyword ‘cheap holidays’
was queried 135,000 times, accounting
for 15% of all searches made using
mobile devices.
MOBILE DEVICES:

Natural Search
Holidays: Generic
In May 2013, 1.7 million searches were made using laptops and desktops for generic holiday terms. The league table below shows which
websites were most visible in the Natural Search listings on Google UK for the 919 keywords analysed.
travelsupermarket.com attained a 58%
share of voice through ranking for 134
‘cheap all inclusive holidays’ and ‘ski
holiday’.
thomascook.com was the most visible
website, achieving a 59% share of
voice through ranking for 121 keywords,
including the search terms ‘cheap
holiday’ and ‘cheap holidays abroad’.
In May, the keyword ‘holidays’ was
queried 450,000 times, accounting for
25% of all searches made using
laptops/desktops.
LAPTOPS/DESKTOPS:

Holidays: Generic
In May 2013, 482,413 searches were made using mobile devices (tablets & smartphones) for generic holiday terms. The league table
below shows which websites were most visible in the Natural Search listings on Google UK for the 919 keywords analysed.
‘bargain holidays’ and ‘cheap bargain
holidays’.
‘winter package holidays’ and ‘holiday
insurance comparison’.
In May, the keyword ‘cheap holidays’
mobile devices.
MOBILE DEVICES:

Natural Search
Holidays: Domestic destinations
Laptops/desktops: 316,748 searches
In May 2013, 316,748 searches were made using laptops and desktops for holidays in the UK. The league table below shows which
websites were most visible in the Natural Search listings on Google UK for the 1,408 keywords analysed.
centerparcs.co.uk attained a 14% share
‘weekend breaks in England’ and
‘holidays in the UK’.
hoseasons.co.uk was the most visible
voice through ranking for 143
‘UK holiday parks’ and ‘holiday lets
Scotland’.
In May, the keyword ‘holiday cottages
UK’ was queried 18,100 times,
accounting for 6% of all searches made
using laptops/desktops.
LAPTOPS/DESKTOPS:

In May 2013, 78,469 searches were made using mobile devices (tablets & smartphones) for holidays in the UK. The league table below
shows which websites were most visible in the Natural Search listings on Google UK for the 1,408 keywords analysed.
superbreak.com attained a 37% share
‘London theatre weekend breaks’ and
‘weekend theatre breaks in London’.
lastminute.com was the most visible
voice through ranking for 2 keywords,
including the search terms ‘London
theatre weekend breaks’ and ‘weekend
theatre breaks in London’.
In May, the keyword ‘weekend breaks
UK’ was queried 8,100 times,
accounting for 10% of all searches
made using mobile devices.
MOBILE DEVICES:

Natural Search
Holidays: Short-haul destinations
In May 2013, 758,315 searches were made using laptops and desktops for holidays in short-haul destinations. The league table below
travelsupermarket.com attained a 57%
‘cheap holidays to Madeira’ and ‘cheap
holidays Madeira’.
thomson.co.uk was the most visible
‘Malta holidays’ and ‘Turkey holidays’.
In May, the keyword ‘turkey holidays’
laptops/desktops.
LAPTOPS/DESKTOPS:

In May 2013, 164,944 searches were made using mobile devices (tablets & smartphones) for holidays in short-haul destinations. The
league table below shows which websites were most visible in the Natural Search listings on Google UK for the 1,428 keywords analysed.
thomson.co.uk attained a 71% share of
‘Alicante holiday’ and ‘holidays
Gibraltar’.
‘Geneva holidays’ and ‘holidays
Barcelona’.
In May, the keyword ‘Turkey holidays’
mobile devices.
MOBILE DEVICES:

Natural Search
Holidays: Long-haul destinations
In May 2013, 660,456 searches were made using laptops and desktops for holidays in long-haul destinations. The league table below
virginholidays.co.uk attained a 52%
‘Caribbean holiday packages’ and
‘Hawaii holiday package’.
‘holidays to Abu Dhabi’ and ‘USA
holiday’.
In May, the keyword ‘Dubai holidays’
laptops/desktops.
LAPTOPS/DESKTOPS:

In May 2013, 155,710 searches were made using mobile devices (tablets & smartphones) for holidays in long-haul destinations. The
league table below shows which websites were most visible in the Natural Search listings on Google UK for the 1,039 keywords analysed.
virginholidays.co.uk attained a 67%
‘holidays Puerto Rico’ and ‘cheap
holidays Thailand’.
‘holidays in Penang’ and ‘holidays to
Varadero’.
In May, the keyword ‘New York
holidays’ was queried 6,600 times,
accounting for 4% of all searches made
using mobile devices.
MOBILE DEVICES:

As I write this it’s been almost a
month since Interflora’s recovery
from the landmark Google penalty
caused almost certainly by a large
number of paid advertorials and
potentially by a number of other
link building techniques. Interflora
had suffered a milder penalty in
2012 from which it had recovered,
but then continued to link build
against Google’s guidelines thus in-
curring a rarely seen level of wrath
from the web spam team that saw
them lose rankings not only for all
of their generic and long tail que-
ries but also their brand – an almost
unheard of level of severity for a
link based penalty. It seems an
opportune time to put down some
of my thoughts on the “state of link
building”, current and future.
Linking without linking
As social media becomes the de
facto way of expressing appreciation
for a piece of content, naturally
given links are becoming vanishingly
rare. Frankly, why would you
bother when you can press a
“share” or “like” button and be done
with it?
Meanwhile there is a flight of SEO’s
to the few remaining link building
“techniques” that are collectively
deemed “safe”, however misin-
formed they may be.
Various forms of semantic markup
that allow content to reference its
source without an explicit link may
also prove important in the future.
Google’s proprietary authorship
markup is widely hyped but is just
one example of a burgeoning pool
of schema and microformatting
options for content providers.
Make no mistake: search engines
will have to use these “non-link”
link signals more in the future.
After all, they are companies that
have historically leant on links as
a signal, but are now faced with a
shrinking pool of those links, a greater
and greater percentage of which are
manipulated (if you think about it for
long enough you almost start to feel
sorry for them).
Mixed messages from Google
For marketers, things are getting
confused by Google’s apparent mixed
messages on various types of link,
caused by their increasingly prominent
television advertising for the Chrome
browser and the connected “ecosys-
tem” of Google services. In a classic
case of the left hand not talking to the
right, paid advertorials, sponsored
posts and product reviews have all
received apparent endorsements by
Google on the one hand while various
penalties, warnings and guidelines tell
a completely different story.
“Google’s hypocrisy is bound
to raise ire & confusion in
equal measure.”
Take product reviews. The basic ap-
proach here is to identify a number
of bloggers in your industry with a
desirable following and send them free
products to review. From there angles
vary, from the obviously unnatural “in
return for me sending you this I expect
a link to this page with this anchor text”
to “here’s a product, do what you will”.
The former line is explicitly named and
shamed in Google’s webmaster guide-
lines, and the shades of grey in the
middle have various degrees of risk. A
highly trumped campaign by Interflora
resulted in many product review style
blog posts, many of which had links
to Interflora that might have been
deemed unnatural (note that nobody
except Google, including probably
Interflora themselves, knows exactly
which links if any contributed to their
penalty aside from the paid advertori-
Feature Article
new reality of search?
FEATURE ARTICLE
Interflora’s recent run in with
Google gets Greenlight’s SEO
Director, Adam Bunn, questioning
the ‘state of link building’.

als that are about as open and shut a
case as it’s possible to get).
Meanwhile, the current Google
Chrome above the line campaign
you may have seen on TV recently
(http://youtu.be/E0qDrRJT4zE) fea-
tures the story of Cambridge Satch-
els, a start up company that sends
products to fashion bloggers as part
of its online marketing strategy. In
the ad this results in YouTube video
reviews, but Google certainly runs
the risk of being seen to explicitly
sanction sending products to blog-
gers in return for promotion, includ-
ing by extension links. In reality of
course, Chrome’s marketing team
just aren’t talking to Matt Cutts and
his web spam team, proof of which
came when a paid advertorial and
a number of sponsored blog posts
for Chrome went live on the day
that Interflora was banned including
followable links to various Google
pages. At the time of writing, Google
seems to have removed the specific
posts that were widely reported on
but others still remain, including its
links (search for “this blog is part of
a series sponsored by Chromebooks”
in quotes to unearth some). This
hypocrisy is bound to raise ire and
confusion in equal measure.
In March Matt Cutts told us to
expect a “very large” Penguin update
at some point this year. Penguin is
the closest thing to an algorithmic
version of a member of the web
spam team, dishing out ranking
“filters” that feel like link penalties,
thus far to a very small number of
sites (to date Penguin updates have
typically affected less than 0.5%
of search results). It’s difficult to
say what constitutes “very large”
but I think it is now quite obvious
(despite Chrome’s best efforts) that
in general Google expects market-
ers to be going cold turkey on link
“building” and doing things properly.
At the moment this has resulted in
a lot of noise about content market-
ing.
Unfortunately I am not convinced
that many people really get what
this means. I recently attended a
content strategy conference full of
people whose jobs revolved purely
around content. The thing that
struck me most clearly was that
the concept of assigning value to
content was seen as weirdly alien.
In particular, in a session dedicated
exactly to this topic, the speaker
had to explain what ROI meant and
felt the need to speak to the del-
egates like a room of primary school
pupils. For someone coming from an
online marketing background it w as
faintly condescending and frankly
bizarre.
I have written often in the Greenlight
magazine of the need to blend the
various strands of on- and off-line
marketing into compelling campaigns
and I’m more convinced than ever
now that success will come from
mashing creativity together with the
science of numbers driven market-
ing – call it content marketing if you
like. Perhaps the Interflora case and
the threat of a looming super algo-
rithm update will turn out to be the
tipping point that convinces brands
to embrace the new reality we find
ourselves in.
The 2013 Google Super
Algorithm Update
ByAdam Bunn,
Director of SEO,
Greenlight

Paid Media
Holidays: Overall
In May 2013, 3.5 million searches were made using laptops and desktops for holiday-related keywords. The league table below displays
the most visible advertisers and ad creatives on Google UK for the 4,794 keywords analysed.
onthebeach.co.uk achieved a 55%
share of voice through bidding on 1,032
keywords, at an average ad position of
3.
In May, travelrepublic.co.uk was the
most visible advertiser, achieving a
69% share of voice through bidding on
2,864 keywords, at an average ad
position of 5.
LAPTOPS/DESKTOPS:
The 30 most visible advertisers on laptops/desktops:

Holidays: Overall
In May 2013, 881,536 searches were made using mobile devices (tablets & smartphones) for holidays. The league table below displays
the most visible advertisers and ad creatives on Google UK for the 4,794 keywords analysed.
secretescapes.com achieved a 65%
share of voice through bidding on
position of 3.
In May, icelolly.com was the most
visible advertiser, achieving a 73%
share of voice through bidding on 2,183
3.
MOBILE DEVICES:
The 30 most visible advertisers on mobile devices:

Paid Media
Holidays: Generic
In May 2013, 1.7 million searches were made using laptops and desktops for generic holiday terms. The league table below displays the
most visible advertisers and ad creatives on Google UK for the 919 keywords analysed.
The 5 most visible ad creatives on laptops/desktops:
dealchecker.co.uk displayed the most
visible individual ad creative, achieving
a 41% share of voice.
travelrepublic.co.uk achieved a 77%
share of voice through bidding on 503
5.
In May, onthebeach.co.uk was the
258 keywords, at an average ad
position of 2.
LAPTOPS/DESKTOPS:

Holidays: Generic
In May 2013, 482,413 searches were made using mobile devices (tablets & smartphones) for generic holiday terms. The league table
below displays the most visible advertisers and ad creatives on Google UK for the 919 keywords analysed.
The 5 most visible ad creatives on mobile devices:
icelolly.com displayed the most visible
individual ad creative, achieving a 31%
share of voice.
secretescapes.com achieved an 80%
2.
visible advertiser, achieving an 84%
2.
MOBILE DEVICES:

Paid Media
In May 2013, 316,748 searches were made using laptops and desktops for holidays in the UK. The league table below displays the most
visible advertisers and ad creatives on Google UK for the 1,408 keywords analysed.
windmilllodges.co.uk displayed the
most visible individual ad creative,
achieving a 13% share of voice.
cottages4you.co.uk achieved a 46%
5.
In May, hoseasons.co.uk was the most
5.
LAPTOPS/DESKTOPS:

In May 2013, 78,469 searches were made using mobile devices (tablets & smartphones) for holidays in the UK. The league table below
displays the most visible advertisers and ad creatives on Google UK for the 1,408 keywords analysed.
superbreak.com displayed the most
visitportugal.com achieved a 37%
3.
In May, secretescapes.com was the
position of 2.
MOBILE DEVICES:

Paid Media
travelzoo.com displayed the most
trivago.co.uk achieved a 62% share of
voice through bidding on 867
6.
In May, travelrepublic.co.uk was the
most visible advertiser, achieving an
position of 4.
LAPTOPS/DESKTOPS:

In May 2013, 164,944 searches were made using mobile devices (tablets & smartphones) for holidays in short-haul destinations. The
league table below displays the most visible advertisers and ad creatives on Google UK for the 1,428 keywords analysed.
secretescapes.com displayed the most
teletextholidays.co.uk achieved a 64%
3.
visible advertiser, achieving an 83%
3.
MOBILE DEVICES:

Paid Media
travelzoo.com displayed the most
virginholidays.co.uk achieved a 52%
3.
In May, kenwoodtravel.co.uk was the
position of 4.
LAPTOPS/DESKTOPS:

In May 2013, 155,710 searches were made using mobile devices (tablets & smartphones) for holidays in long-haul destinations. The
league table below displays the most visible advertisers and ad creatives on Google UK for the 1,039 keywords analysed.
secretescapes.com displayed the most
holidayhypermarket.co.uk achieved a
position of 3.
3.
MOBILE DEVICES:

It took mobile advertising almost
three years (‘…2009/10/11 will
be the year of mobile’) to make
a serious impression until we hit
2011 when we saw mobile traffic
represent almost 38% of online
traffic for retail, and on average
18% for other sectors. Mobile
advertising is cheaper, with cost
per clicks still coming in at half
the price of desktop and is more
cost effective, delivering almost
twice the average basket value
and double the conversion rate.
This is also illustrated in our most
recent Sector Reports where we
now report the different trends in
mobile versus desktop growth; the
evidence clearly shows the num-
ber of mobile searches is catching
up with desktop queries. So what’s
the problem, why are most adver-
tisers still only dipping their toes
into mobile advertising?
12 to 18 months ago site experi-
ence was definitely an issue, with
many advertisers not even bother-
ing to develop a mobile friendly
site, never mind considering the
various different device sizes.
However with responsive website
design, advertisers don’t need to
worry about whether it’s worth
investing in a separate mobile
friendly site. Even Google states
that responsive web design is its
recommended mobile configura-
tion, and even goes so far as to
refer to responsive web design
as the industry best practice. To
explain why, responsive design
sites have one URL and the same
HTML, regardless of device,
which makes it easier and more
efficient for Google to crawl, de-
mand, and organise content.
Google prefers responsive web
design because content that lives
on one website and one URL is
Feature Article
MOBILE
ADVERTISING
embraced it yet?
by Hannah Kimuyu
With just two months until launch, Greenlight’s Director of Paid Media Hannah
Kimuyu explores the benefits that Enhanced Campaigns will offer for mobile.

much easier for users to share,
interact with and link to, than
content that lives on a separate
mobile site.
So that’s the site taken care of,
however does size really matter
because let’s not forget mobile
advertising isn’t just about the typ-
ical mobile handset, we also have
to consider tablet devices into this
mix as well. A recent study by
YuMe revealed “…that consumer
media consumption on mobile de-
vices is influenced by environment
and context, not just screen size”.
The study revealed that consumers
are increasingly screen agnostic
when it comes to consuming con-
tent. By device, 38% of respon-
dents accessed entertainment
content on their smartphone; 34%
on their laptop, and 28% on their
tablets. The study proceeded to
advise advertisers to throw away
their “…screen-by-screen media
planning rule books” and to focus
on a multi-screen strategy.
This advice is also echoed by
Google, who has gone as far as
overhauling its whole advertis-
ing channel (the first time since
its inception), putting mobile first
and announcing the ‘re-launch’ of
its Enhanced Campaigns in June
2013.
Enhanced Campaigns is all
about ‘…making ads simpler
in the contextual world we
live in today, yet providing the
right reporting and platform
to work with’.
[Kesh Patel, Strategic Partnership
lead for Google’s local channel
sales division]
For mobile specifically the three
real benefits include -
1. Ad Placement Focusing your
budget on the context that mat-
ters, including time of day, proxim-
ity, and type of device.
2. Ad Copy Refocusing your bid-
ding strategy and messaging to
reflect the different contextual
situations, allowing the adver-
tiser to be more consistent and
automated.
3. Reporting Being able to measure
the joint impact of where an ad
shows up and what it says e.g. mea-
suring app downloads, offers, and
click-to-call etc. (Also Google’s first
attempt at joining the dots between
different devices).
However the developments of
Enhanced Campaigns also bring a
few challenges, mainly the forced
inclusion and impending higher cost
per clicks. The higher cost per clicks
will of course be a real issue to those
advertisers who have enjoyed the
cheap, cost effective world of mobile
advertising to date. With brand
cost per clicks on the rise and the
increase in CPC’s from free shopping
becoming a paid format, some may
find it all a bit overwhelming to take
in.
That said mobile advertising is here
to stay and with Google laying out
a more sophisticated approach to
targeting the user, increased CPC’s
aside, mobile advertising is an
avenue we at Greenlight are excited
about.
by Hannah Kimuyu, Director of
Paid Media, Greenlight
So with two months
to go before Enhanced
Campaigns are fully
launched, let’s all embrace
mobile advertising once &
for all.
Given the trend so far it
can only get better!

Integrated Search
Which websites/advertisers were most visible overall for laptop/desktop searches?
The graph below analyses the Integrated Search performance of 20 different websites. By taking into account each websites Natural
Search and Paid Media visibility, the graph below shows which websites obtained the greatest overall share of voice on Google UK.
Strong Paid
Media visibility
Poor Integrated
Search visibility
Strong Integrated
Search visibility
Strong Natural
Search visibility
Several websites achieved
strong visibility in the Paid
Media Space.
travelsupermarket.com
achieved strong visibility in the
Natural Search listings.
No website achieved strong
Integrated Search Visibility.

The visibility obtained by each of the websites and advertisers featured in this report have been added together and ranked according to
their total visibility in the Search space. The league tables below, therefore, show which websites achieved the greatest share of
Integrated Search visibility on Google UK.
thomascook.com was most visible for
searches on mobile devices as overall it
achieved the highest share of
Integrated Search visibility.
thomascook.com was most visible for
searches on laptops/desktops as
overall it achieved the highest share of
Integrated Search visibility.
At a glance
The 15 most visible websites in Integrated Search (mobile devices):
The 15 most visible websites in Integrated Search (laptops/desktops):

A fully Integrated digital search
strategy is a difficult thing to
achieve but is a must for all
digital marketers in a com-
petitive multi-channel and
multi-device marketplace.
The search space has continued to
evolve at a rapid pace over the last
two to three years with the paid
and organic spaces constantly
blurring. This can be clearly seen
with the likes of Google Shop-
ping becoming part of the paid
space and aspects such as mega/
enhanced sitelinks appearing in
Paid Search ads. The addition of
Google Plus and so many search-
ers now being signed into Google
has also fundamentally changed
the Google SERPs. These recent
changes along with the introduc-
tion of universal search, a number
of years ago, has highlighted the
need for truly integrated search
strategies.
Marketers need to start using the
large amounts of data they have
at hand, to see where there is
crossover between their organic
terms and their paid presence.
Clear testing plans need to be
developed, incorporating metrics
such as traffic, rank, position,
conversion data and the volume
around keywords. A huge amount
of advertisers’ budgets are poten-
Feature Article

34Get in touch to discuss your site’s specific performance | www.greenlightdigital.com |  +44 (0)20 7253 7000
tially wasted on keywords they do
not need to bid on.
However an Integrated Search
based strategy is not simply about
whether you should bid for certain
keywords or not, it needs to be
broader than that and pull in areas
such as PR, Social Media and
content creation. When plan-
ning an Integrated campaign, you
should ask: what are our plans for
video content, blogger outreach,
alignment with above the line
marketing plans etc? And how can
these elements affect our search
presence?
This should then lead you to con-
sider how to step away from con-
sidering just search and construct
not just an Integrated Search
strategy but the elements involved
in developing an Integrated digital
strategy. This can lead to answer-
ing harder questions, rather than
whether you should be bidding on
certain keywords or not.
A truly integrated strategy moves
away from looking at keywords
and asks what the business’s goals
are and how they can be achieved
in the digital sphere. It suggests
that to be fully integrated, a com-
pany’s marketing team needs to
be wholly aligned. Having siloed
individual specialists manag-
ing PPC and SEO separately (all
fighting for different budget and
different channel targets) is not
the most efficient or integrated
way to manage your strategy.
This siloed approach needs to
change and needs to be driven
from the top, businesses need to
become ‘Digital First’ companies.
C-level employees need to realise
that to deliver an integrated
strategy, all departments need to
be aligned to work towards the
business’s goals.
This may require a number
of changes
• How does reporting change if
the basis for that reporting is last
click?
• How will integration fundamen-
tally affect the business’s fore-
casts?
• How will attribution affect the
companies channel/ marketing
plan?
• How to remunerate our agency
if we are no longer looking at a
single channel?
• How will this affect contracts,
targets and business planning
moving forward?
Over the past few months we
have worked with one of our
financial clients to integrate
their strategy, making
several changes:
• Contract was reviewed so it no
longer focused on a single channel
• Targets were changed to become
target focused
• All forecasting changed to suit
one integrated model
• Billing changed to be based on
time rather than percentage of
media spend
The above changes can be a dif-
ficult one for clients to stomach as
it can go to the heart of how their
business might be run, how the
business has reported its perfor-
mance in the past, even as granu-
lar as someone’s job specification.
Whatever your view, integration
is a necessary change required
in today’s digital world. To really
embrace it, a business needs to be
ambitious and courageous.
Businesses must be able to
recognise the changes that need
to be made and have the vision to
see the benefits a truly integrated
strategy and company can deliver.
by Paul Byrne,DiGITAL
Account Director,
Greenlight.

Social Media
Social Media Marketing
The league table below analyses the 15 most visible website in Integrated Search (laptops/desktops) and lists the number of followers each
brand had on several of the main Social Media channels in May 2013. Brands in this league table are ranked according to a Klout score, which
bases its calculation on brands' influence and ability to drive actions on social networks.
Travel Republic had the largest
number of people following its
Google+ page (more than 1.5
million).
Trivago UK had the largest
number of likes on its Facebook
page (more than 1.4 million).
Thomson ranked at the top of
our Social Media analysis as it
attained a Klout score of 84.
40145N/A01,400,788868trivago.co.uk15
440N/A46117,1391,044sunmaster.co.uk14
480N/A4,0685,0761,618
holidaydiscountcentre.co.uk
13
480N/A1,542,76592,4723,339travelrepublic.co.uk12
53262N/A17,22681,9354,504teletextholidays.co.uk11
53282N/A72898,18625,617icelolly.com10
5318N/A1,2227,1423,402travelsupermarket.com9
541N/A167,68011,5443,642dealchecker.co.uk8
56521N/A126,477252,2267,609lowcostholidays.com7
5795N/A25,379110,2634,745onthebeach.co.uk6
620N/A33743,8141,833holidayhypermarket.co.uk5
78474N/A159,532187,1108,223firstchoice.co.uk4
8126N/A1,537152,30531,210lastminute.com3
82748N/A181,627221,40243,933thomascook.com2
841,878N/A169,970400,62928,328thomson.co.uk1
Klout
Score
YouTube
Subscribers
YouTube
Views
Google+
Followers
Facebook
Fans
Twitter
Followers
BrandNo

Greenlight’s Sam Haseltine
analyses the impact that
Facebook’s new product will
have for brands .
Despite Mark Zuckerberg describ-
ing his company as a “mobile first
social network”, up until now Face-
book’s mobile offering has been
largely fragmented and unreliable;
a main Facebook application, with
separate apps to improve features
such as messaging, managing
brand pages, photographing and
even poking. Although Zuckerberg
has regularly assured consumers
that “it’s not the right strategy for
us...to build a phone”, anticipation
had built prior to its most recent
summoning of press to its Cuper-
tino base, around what its latest
mobile release would involve. They
announced Facebook ‘Home’.
‘Home’ is not a standalone ap-
plication, rather it’s a launcher for
Android which adds a complete
integration layer on top of the
Android OS. Users will witness a
complete overhaul of their phone’s
UI (user interface) and Facebook is
promising three standout features:
Cover Feed, Chat Heads and App
Launcher to place people, rather
than applications, at the centre of
its mobile experience.
Although its intention is to place
people at the forefront of mobile
devices rather than applications, it
appears that with ‘Home’, Face-
book is placing additional empha-
sis on quality of relationships and
content (not too dissimilar to the
way Google rolled out Panda and
Penguin updates to add additional
weight to the quality of a link back
Feature Article
The Impact of Facebook ‘Home’
What could
Facebook’s new
product mean for
your brand?

3Get in touch to discuss your site’s specific performance | www.greenlightdigital.com |  +44 (0)20 7253 7000
2. Focus on building a better relationship
with your customers
By investing in the relationship with the
people who use your Facebook page, you’ll
be building a foundation of trust that will
bring your fans to a place where they’re
more receptive to your content; a place
you’ll need to be in if you don’t want your
fans to grow tired of seeing your content on
their phone ‘Home’ screen.
3. Promoted Content
How Facebook intends to use Home for
promoted content is yet to be announced,
although Adam Mosseri, Facebook Product
Director, says “We’re designing a lot of really
high-quality ad units for Cover Feed.” At this
stage I would anticipate it to involve the op-
portunity for brands to pay a premium rate,
above that for promoted posts, to reach their
existing fan base through Home. Unless this
happens, we can confidently say that Home
will become nothing more than opt-in spam.
to your site when organising
SERPs). Facebook’s mechanism
for doing so is fronted by a
dynamic home and lock screen
(Cover Feed), populated by
imagery and content from users
friends and the pages they have
liked. Without the quality of this
content being to a high standard,
users of the Android launcher
may quickly be turned off. Unless
their network is populated exclu-
sively by professional photogra-
phers, it’s highly likely their home
screens will become inundated
with pixelated images of their
friends’ babies and food.
Equally, users of ‘Home’ may find
themselves scrutinising the qual-
ity of relationships they maintain
within Facebook (between friends
and brands). Once the relation-
ships become the focal point
of a device you use as often as
your phone, it may soon become
apparent that there are many
connections that just don’t war-
rant the exposure ‘Home’ could
give them.
What could Home
mean for brands?
Zuckerberg has already expressed his
intention to use Home as an opportunity
for brands to purchase premium advertis-
ing real estate. The potential for this
assumes the success of Home and uptake
by Android users. However, what impact
does it have for brands?
1. Focus on quality content
Your brand’s latest update could find itself
front and centre, in the palm of your cus-
tomers hands when they glance at your
phone. With this in mind, the quality (res-
olution, visual appeal, lighting etc) needs
to be better than it’s ever been if you’re to
stand out and grab your customers atten-
tion. On the contrary, if the quality is poor,
you will not only be losing an opportunity
but also may find yourself losing fans and
engagement levels dropping.
What other opportunities
could Home introduce?
Inadvertently it’s possible that
Facebook has heralded in a new
dawn of opportunity for brands.
And it doesn’t involve Facebook
‘Home’.
Currently the Android ‘launcher’
marketplace is relatively small;
instead consumers opting to trust
and use the built in UI. With this
in mind and, again, assuming the
success of ‘Home’, it could raise
awareness and drive adoption of
the launcher marketplace. With
more consumers realising the
potential of a Launcher, this could
open the door for brands to take
a leaf out of Facebook’s book and
build their own. I know, for one,
that if a brand, company, band or
sports team were to build an app
that afforded me the opportunity to
have a mobile experience centred
on them, I’d be keen to take it
up, especially if it was West Ham
United F.C.
Facebook ‘Home’ is new, and
there’s more to it than just the
Cover Feed. Chat Heads, for
example, allows messaging to take
place in an overlay on top of other
applications so you never have
to stop what you’re doing to chat.
Equally, the Cover Feed can be
turned off. However, once you take
that away and reduce the launcher
to just Chat Heads and App
Launcher (which is just a menu),
what’s really left for users to get
excited about?
Regardless of whether Facebook
‘Home’ is popular, brands should
still be improving the quality of
their content and investing in fan
relationships. By getting this right,
companies’ Facebook pages and
content will become a far richer
experience for users. And if Home
proves popular, they’ll be in a
great place to leverage what it
potentially has to offer.
by Sam Haseltine, Social Media
Strategist, Greenlight

About this report
How this report was created Disclaimer:
Greenlight’s Research & Insights team collected 4,794
Holidays-related terms queried by online consumers.
The keyword set was then uploaded to Greenlight’s
Hydra platform, which collected volumes for the
associated keywords. Hydra then analysed which
websites and advertisers appeared for the keywords
analysed and from there, ranked websites and
advertisers based on their share of visibility in the
Natural Search listings and Paid Media space on Google
UK.
All data displayed in this report is based on a wide range
of keywords, and therefore aims to provide readers with
a generic overview of the online Holidays sector in May
2013.
The information provided in this report is for information
only and should not be relied upon to enter into any
business transaction or to make any commercial
decision. Whilst Greenlight has made every effort to
ensure the accuracy of this report, Greenlight cannot
accept any liability for any error or inaccuracy found
within this document and no warranty is provided
regarding its completeness or its suitability for any
purpose. The content of the report is the copyright of
Greenlight Marketing Limited. The reader may use and
circulate the report within its own business organisation.
However, it is not permitted to exploit, distribute, sell or
otherwise make use of the report for commercial gain. It
is permitted to reproduce extracts of the report for
public interest, provided that the publisher credits
Greenlight as the source of the work.
Bespoke Sector Reports
If you can’t find a report which analyses the online industry you are
interested in or if you want to analyse a specific keyword set, get in
touch and find out more about Greenlight’s bespoke reports.
Greenlight currently creates bespoke reports for a wide range of
online brands, providing Marketing teams with the insights they need
to make informed decisions about their online strategies in the UK
and abroad.
Download free reports
Greenlight’s Research & Insights team produce Sector Reports analysing more
than 20 different online industries. To view and download all FREE reports, visit
www.gossip.greenlightdigital.com
Get in touch
Contact
Ian Hucklesby
Business Development Director
T: +44 (0) 20 3326 6237
Email: ian.hucklesby@greenlightdigital.com

REPORTPRODUCT FOCUS
Shoes & Accessories,
Dresses,
Womenswear,
Menswear.
An exclusive snapshot of the online Search & Social Media market MARCH 2013
embraced it yet?’
asks Hannah Kimuyu.
new reality we find?
new product Home mean
for your brand? Article
by Sam Haseltine.
Introducing the
Greenlight
Sector Reports
GREENLIGHT’S INDUSTRY RENOWNED
SECTOR REPORTS HAVE HAD A MAKEOVER!
The redesigned reports now cater for 21 different
verticals and include mobile search results. WHY?
Mobile traffic represents almost 38% of online traffic
for retail and on average 18% for other sectors.
If you are interested in downloading
our FREE Sector Reports go to:
www.greenlightdigital.com/gossip/
COMING SOON
_CRUISES
_HOME & GARDEN
_ENERGY
_LIFE INSURANCE
_HEALTH & WELLBEING
_MOBILE
_ONLINE DATING
_CONSUMER ELECTRONICS

REPORT
An exclusive snapshot of the online Search & Social Media market MARCH 2013
embraced it yet?’
asks Hannah Kimuyu.
new reality we find?
new product Home mean
for your brand? Article
by Sam Haseltine.
PRODUCT FOCUS
Generic
Job title - specific
Location title - specific
DID YOU
KNOW?
Greenlight produces BESPOKE Sector
Reports for a wide range of online brands,
providing companies with the insights
needed to make informed decisions about
their online strategies in the UK and abroad.
Keen to find out more? CONTACT US NOW.

www.greenlightdigital.com
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Greenlight's Holidays Sector Reports, May 2013, Issue 17

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Greenlight's Holidays Sector Reports, May 2013, Issue 17