Quantitative effectiveness of SEO: Viator's success with Chance keywords

How can you measure the quantitative impact of SEO? Building on our previous article analyzing Viator's keyword performance, this piece will help you understand the potential financial returns from effective SEO strategies.
Han Jang's avatar
Jul 10, 2024
Quantitative effectiveness of SEO: Viator's success with Chance keywords
Building on our previous analysis of Viator's keyword performance, let's now examine the quantitative impact of their SEO improvements. This analysis, like before, is based on Ahrefs data.

Viator Keyword Analysis Recap

In our previous content, we evaluated the keyword "Statue of Liberty tickets" as a high-potential, or "Chance Keyword”. Now, let's examine the impact of improving the content related to this keyword.
As of July 2024, the monthly search volume for "Statue of Liberty tickets," including related long-tail keywords, is approximately 68,000 searches (based on Ahrefs data). Long-tail keywords related to "Statue of Liberty tickets" include:
  • "Statue of Liberty tickets price"
  • "Where to buy Statue of Liberty tickets"
  • "Book Statue of Liberty tickets"
These strategic keywords have clear purchase intent, making them ideal targets for Viator to aim for top positions.
If Viator can achieve top placement for these keywords through effective SEO improvements, they can expect a significant increase in traffic and higher sales.

AS-IS: Viator keyword analysis

Below are the rankings, search volume, and traffic for the keyword "Statue of Liberty" related to the webpage New-York-City-attractions/Statue-of-Liberty (based on Ahrefs data).
Keyword
Volume
Current organic traffic
Current position
statue of liberty tickets
62000
2662
9
statue of liberty tours
5900
279
8
statue of liberty tour
4000
184
8
tickets for statue of liberty
1300
40
10
statue liberty tickets
1000
30
9
tickets to statue of liberty
1100
26
11
viator statue of liberty
200
26
2
statue of liberty ferry tickets
2000
26
12
how to visit statue of liberty
900
16
12
tour statue of liberty
350
15
8
new york statue of liberty tour
400
13
6
tour of statue of liberty
250
12
7
statue of.liberty tour
300
11
8
statue of.liberty tickets
350
11
9
trip to statue of liberty
250
10
9
statue of liberty tour tickets
300
10
9
For these keywords, the competitor websites listed below are outranking Viator and capturing more traffic:

TO-BE: Viator's expected SEO improvements

If Viator were to rank #1 for all the keywords listed below, the impact could be substantial. Based on the following assumptions, we can calculate the expected revenue:
💡
Assumptions
  • Click-Through Rate (CTR) for #1 Google search rank: 30%
  • Homepage visitor to purchase conversion rate: 15%
  • Average purchase unit price: $129
Keyword
Volume
Viator Traffic (30%)
Number of actual purchases (15%)
Additional expected revenue ($)
statue of liberty tickets
62000
18600
2790
359,910
statue of liberty tours
5900
1770
266
34,314
statue of liberty tour
4000
1200
180
23,220
tickets for statue of liberty
1300
390
59
7,611
statue liberty tickets
1000
300
45
5,805
tickets to statue of liberty
1100
330
50
6,450
viator statue of liberty
200
60
9
1,161
statue of liberty ferry tickets
2000
600
90
11,610
how to visit statue of liberty
900
270
41
5,289
tour statue of liberty
350
105
16
2,064
new york statue of liberty tour
400
120
18
2,322
tour of statue of liberty
250
75
12
1,548
statue of.liberty tour
300
90
14
1,806
statue of.liberty tickets
350
105
16
2,064
trip to statue of liberty
250
75
12
1,548
statue of liberty tour tickets
300
90
14
1,806
Given these calculations, the expected revenue is approximately $470K per month, translating to about $5.6 million per year.
However, Viator's opportunities extend beyond just the "Statue of Liberty tickets" keyword. As mentioned in previous content, there are high-potential keywords like "Madrid tours", "Day tours from Paris", "Zumanity tickets" and many others. These keywords also have significant potential to boost traffic and sales if targeted effectively.
By improving SEO for these additional keywords, Viator could see an exponential increase in both traffic and sales without additional advertising costs. This strategic approach could transform Viator’s revenue and market presence dramatically.

Action Item: Detailed Strategies for Improving Viator's SEO

"Statue of Liberty tickets" is a high-potential Chance keyword, and improving your Google search rankings (SERPs) for this keyword can significantly boost traffic and sales. Based on Ahrefs data, we suggest the following strategies to enhance the pages that are appearing for this keyword:
Currently, Viator's backlinks are weaker compared to its competitors. Even backlinks from high Domain Rating (DR) websites are marked as "NOFOLLOW". Here are the steps to improve this:
  • Request "DOFOLLOW" Backlinks: Reach out to website owners of high DR sites where you have "NOFOLLOW" backlinks and request them to change these to "DOFOLLOW" links.
  • Create Quality Content: Focus on producing high-quality, shareable content that naturally attracts "DOFOLLOW" backlinks.
  • Avoid Backlink Trading: Be cautious of engaging in backlink trading, as this can sometimes lead to penalties from search engines.
Viator’s NOFOLLOW backlinks
Viator’s NOFOLLOW backlinks

2. Direct Purchase Integration

Currently, Viator's setup requires an additional click to purchase tickets, which can hinder the user experience. To streamline this:
  • Simplify the Purchase Process: Integrate the ticket purchasing option directly on the "Statue of Liberty tickets" page to allow users to buy tickets in one step, minimizing clicks and improving the user experience.
  • Competitive Benchmarking: Analyze competitor pages that allow direct ticket purchases and implement similar functionality on Viator’s page.
Need additional click to purchase tickets
Need additional click to purchase tickets

3. Internal Linking

Internal linking is an often overlooked but highly effective SEO strategy. It helps strengthen the link structure within the domain. To enhance Viator’s internal linking:
  • Add Internal Links: Ensure that the "Statue of Liberty tickets" page is linked from other relevant pages on the site. This can improve its authority and search rankings.
  • Use Relevant Anchor Text: When adding internal links, use relevant anchor text that includes keywords related to the "Statue of Liberty tickets" to improve SEO.
  • Link from High-Traffic Pages: Identify high-traffic pages on your site and add links from these pages to the "Statue of Liberty tickets" page to drive more internal traffic and improve link equity.
Implementing these strategies can significantly boost Viator’s SEO performance, helping the site rank higher for the "Statue of Liberty tickets" keyword and other high-potential keywords, ultimately driving more traffic and increasing sales.

Analyzing Keyword Performance with inpages

SEO and keyword performance analysis are powerful tools to boost traffic and sales without incurring extra costs. If your company aims to increase traffic and sales through cost-effective SEO strategies, inpages is the perfect solution for you.
💡
Why Choose inpages instead of SEO consultant?
  • Cost-Effective Solution: Avoid the high expenses of hiring an SEO consultant by leveraging inpages to optimize your SEO strategy.
  • Outrank Competitors: Use inpages to analyze and improve keyword performance, helping you rank higher than your competitors.
  • Increase Traffic and Sales: Effective SEO optimization with inpages can drive more traffic to your website, leading to higher sales and conversions.
Start using inpages today to enhance your SEO strategy and achieve your business goals. Let inpages be the backbone of your successful SEO journey!
Share article
Get inpages release notifications
RSSPowered by inblog