Millions of consumers conduct Internet searches about travel each day, making search engines an important vehicle for delivering information on the subject. Feedback Research, a division of the Claria(SM) Corporation, conducted an independent study on search engine performance for travel-related terms. The study indicated that while there is considerable room for improvement among the top search engines in terms of providing relevant results, Yahoo! performed better than MSN and Google, providing search results Internet users ultimately found valuable more often.
The study was conducted using the Claria Corporation’s patent-pending RelevancyRank(TM) technology which identifies the most relevant search results based on millions of Internet users’ actual behavior. RelevancyRank takes search one step further than current technology by examining how people interact with their search results using metrics such as: Specific web pages viewed, Click behavior, Time spent viewing, Number of pages viewed, Number of return visits and Purchase and conversion rates.
RelevancyRank Analyzes Yahoo!, Google and MSN Feedback Research created a performance index by analyzing the RelevancyRank data and applying it to the Internet’s top search engines including Yahoo!, Google, and MSN. To analyze the most relevant travel keywords, the RelevancyRank Index highlighted how each search engine’s top 10 links compared to users actual choice of the most relevant 10 sites. For a detailed performance summary for each engine, see: http://www.relevancyrank.com/performance.
For each keyword or phrase, the RelevancyRank index shows how well each search engine’s ranking of search results compares to what the people who use those search engines found to be relevant. With a total possible score of 100 for each search keyword, the travel study indicated:
RelevancyRank(TM) - Search Performance of Travel Related Keywords
| Top Travel Keywords |
Top Search Engine |
Relevancy Rank Index |
| Cheap tickets |
Yahoo! |
50 |
| Travel |
Yahoo! |
62 |
| Las Vegas |
Yahoo! |
55 |
| Airline tickets |
Yahoo! |
62 |
| Hotels |
Google |
47 |
| Cruise |
Google |
68 |
| Hawaii |
Google |
52 |
| Mexico |
Google |
60 |
| Florida |
Yahoo! |
56 |
| Jamaica |
Yahoo! |
62 |
Across the top 10 travel-related search keywords analyzed, Yahoo! earned top honors, edging out Google 6 out of 10 times. For RelevancyRank’s top keyword, “cheap tickets,” Yahoo! had the highest Index at 50, followed by Google with 40, and MSN at 18. Among all the keywords, “cheap tickets” generated the highest click rate of 6.55%, with consumers viewing almost 3.5 page views per click and spending nearly 2.5 minutes browsing.