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.
Jul 10, 2024
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:1. Backlinks
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.
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.
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.
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