When it comes to attracting new visitors, many companies still rely heavily on display advertising rather than sponsored posts. The average display click-through rate is dramatically low. In fact, the average rate across all ad formats is only 0.05 percent. Plus, ad blocking software continues to grow in popularity. Viewability is affected by ad blocking, with Google reporting that 56.1 percent of all impressions aren’t seen by users due to ad-blocking solutions.
The travel business, just like any other type of business, is driven by consumer demand. But consumer preferences, expectations and values are never constant, nor are they universal. When it comes to acquiring traffic organically, the travel industry is insanely competitive. For instance, according to the latest SEMrush Organic Traffic Rank report for the North American region, among the 1,000 most visited domains in Google searches, travel domains receive over 254 million visitors a month.
Some niches are overrun with businesses using strategies that go against Google guidelines. You would be surprised to know how easy it is for those sneaky sites to hack SERPs and appear within the top positions in Google organic search results. It goes without saying, most of their manipulations are link-related because that is precisely what Google considers a ranking signal.
Muck Rack makes it simple to find people, tweets, or articles that mention any name, keyword, company, hashtag etc. We've compiled this guide to help you make the most of your search.
Selecting a term
Start searching tweets, articles from media outlets, articles mentioned in tweets, journalists'
names, titles and bios with some suggested searches:
Companies or Topics (e.g. iPhone, Microsoft)
Phrases (e.g. "cloud computing") — use quotes to keep the terms together
Twitter handles (e.g. @username) — returns those who have mentioned or replied to
Names (e.g. "David Pogue")
Hashtags (e.g. #sxsw, #london2012)
Bio details (e.g. vegan, Olympics, father)
Muck Rack's Advanced Search allows for many boolean operators.
Find results that mention multiple specified terms, use AND or
+. For example, ensure each result contains both Elon Musk and Mark Zuckerberg by
searching Obama AND Romney or Obama + Romney.
Use the operators OR or , to broaden your search when you'd like either of
multiple terms to appear in results. (This is the default behavior of our search when no operators
are used.) For example, search for democrat OR republican to find results that refer to
Democrats and/or Republicans.
Use NOT or - to subtract results from your search. For
example, searching Disney will yield results about the Walt Disney Company as well as Walt Disney
World Resort. To exclude mentions of Disney World, search for Disney -World or Disney
When using one of these operators with a phrase, enclose it in quotation marks. For example, you can
find results about smartphones excluding Apple's iPhone 4S by searching smartphone -"iPhone
Exact case matching or punctuation
If you're searching for a brand name or keyword that relies on specific punctuation marks or capitalization, you can
find results that match your exact query by adding matchcase: before the keyword you're searching for, like matchcase:E*TRADE .
Use parentheses to separate multiple
boolean phrases. For example, to find journalists talking about having fun in Disney World or
Disneyland, search for ("disney world" OR disneyland) AND fun.
An asterisk can be used to search for any variation of a root word truncated by the asterisk. For example, searching for admin* will return results for administrator, administration, administer, administered, etc.
A near operator is an AND operator where you can control the distance between the words. You can vary the distance the near operation uses by adding a forward slash and number (between 0-99) such as strawberries NEAR/10 "whipped cream", which means the strawberries must exist within 10 words of "whipped cream".