Trang 6 also not surprising, as many users would likely search for travel information onthese websites and then click on links to the Vietnam Airlines website to book flights.● News webs
TOULON UNIVERSITY X THUONG MAI UNIVERSITY DISSCUSSION Web analytics and data strategy manager for Vietnam Airlines Subject: Web Analytics Teacher: Mr Hugues COURBIER Group: Class: ECO2 MEMBERS Name Student ID Nguyễn Phương Nhi 21K610164 Nguyễn Thu Phương 21K610171 Trần Mỹ Lệ 21K610110 Trương Thành Công 20K610036 Trần Thị Thanh Huyền 21K610097 Trần Nguyên Nhung 21K610166 Task Introduction I/Analysed the Vietnam Airlines website (web analytics + data analytics) Referring Domains Backlinks Session Audience Traffic Data II/ How does the website perform in terms of SEO, SEA, and SMO? SEO SEA SMO Conclusion: III/ What comments could you suggest? IV/ Using the appropriate tools, identify the most relevant keywords to use on the Vietnam Airlines' website V/ In your opinion, what are the best questions to ask regarding areas proposed by Vietnam Airlines? How could these questions be used, and how would you integrate them into the website? What strategy can you propose to optimize Vietnam Airlines' digital presence? Based on Vietnam Airlines' website and current trends in the airline industry, here are some questions: These questions can be used in a variety of ways to improve Vietnam Airlines' operations and digital presence: Integrating the Questions into the Website: Digital Presence Optimization Strategy: Introduction Vietnam Airlines' website serves as a comprehensive portal, designed to facilitate seamless travel experiences for a global audience Tailored to meet the diverse needs of travellers, the website embodies convenience, accessibility, and a wealth of information It offers an intuitive interface, empowering users to explore an extensive array of flight options, travel destinations, services, and special promotions Boasting a user-centric design, the website ensures a hassle-free and efficient booking process, allowing travellers to easily search, compare, and secure flights while providing in-depth details about schedules, fare options, and travel advisories Emphasizing user experience, it offers a range of functionalities, including seat selection, online check-in, and the ability to manage bookings conveniently Moreover, the website acts as a travel companion, providing insightful content on destinations, travel tips, and onboard services, enabling users to make informed decisions and plan their journeys with confidence Its commitment to customer service is evident through responsive support channels, ensuring assistance and guidance throughout the travel cycle With a blend of modern technology and user-friendly features, Vietnam Airlines' website stands as a dynamic platform, reflecting the airline's commitment to innovation, reliability, and customer satisfaction It serves not only as a gateway to flights but as a trusted resource for travelers seeking a seamless and enriching travel experience I/Analysed the Vietnam Airlines website (web analytics + data analytics) Referring Domains Vietnam Airlines website has several referring domains, including its own website (.vn), travel websites, and news websites The following is a more detailed analysis of the referring domains: ● Vietnam Airlines website (.vn): This is the Referring Domain with the highest percentage, at 60.23% This is not surprising, as many users would likely access the Vietnam Airlines website directly ● Travel websites: Travel websites, such as TripAdvisor, Agoda, and Booking.com, account for the second highest percentage, at 27.02% This is also not surprising, as many users would likely search for travel information on these websites and then click on links to the Vietnam Airlines website to book flights ● News websites: News websites, such as VnExpress, Tuoi Tre Online, and Zing News, account for the third highest percentage, at 11.5% This suggests that the Vietnam Airlines website is also being promoted in the news media, which can help to increase brand awareness and drive traffic to the website ● Other websites: Other websites, such as websites of other airlines, websites for booking flights, and e-commerce websites, account for the remaining percentage, at 1.25% This suggests that the Vietnam Airlines website is also being promoted on a variety of other websites, which can help to reach a wider audience Vietnam Airlines website has a good mix of referring domains from a variety of sources This suggests that the airline is doing a good job of promoting its website on a variety of channels However, there is always room for improvement For example, the airline could focus on increasing its presence on other travel and news websites, as well as on social media Backlinks Document continues below Discover more from: Marketing Quốc tế Trường Đại học… 26 documents Go to course Phân tích mơi trường 59 Marketing quốc tế… Marketing Quốc tế None Bài thảo luận 47 Marketing quốc tế Marketing Quốc tế None Marketing quốc tế Milo Marketing Quốc tế None Internet-culture Internet culture Marketing Quốc tế None BTL - Marketing 59 quốc tế - Nhóm Marketing Quốc tế None Nhóm MKT Quốc tế 56 231MAGM021102 Marketing Quốc tế Backlink Trends: Vietnam Airlines website has a large number of backlinks, growing steadily over the past months This is a positive sign, as it shows that the website is authoritative and trustworthy Sources of Backlinks: ● Travel Websites (50%+): The largest contributor to backlinks, showcasing the significance of travel-related platforms in linking to Vietnam Airlines This is expected, considering the relevance of flight information and services to users on travel websites ● News Websites (20%+): A substantial portion of backlinks comes from news websites, suggesting widespread coverage in the media This contributes to increased visibility and credibility for the Vietnam Airlines website ● Social Media Websites: Platforms like Facebook and Twitter contribute significantly to backlinks, indicating the website's active social media presence and content sharing by followers ● Other Websites: Backlinks from diverse sources, including government, educational, and business websites, highlight the website's respectability and recognition as an information source Backlink Profile Strength: None The Vietnam Airlines website exhibits a robust backlink profile, with over 2.8 million backlinks from various high-quality sources The mix of high and low-authority backlinks further reinforces the website's credibility and authority, contributing to its strong performance in search engine rankings Domain Authority (DA) of 65: The high Domain Authority of 65 underscores the website's authority and credibility in the online domain Relevance to the Travel Industry: The significant presence of backlinks from the travel and tourism sector emphasizes the website's relevance to its target audience, further enhancing its standing in the industry Social Media Engagement: The substantial number of backlinks from social media platforms reflects the website's popularity and active engagement on these channels => In conclusion, the Vietnam Airlines website's backlink profile is characterized by substantial growth, diverse sources, and a mix of high and low authority links These factors contribute to the website's strong performance in search engine results, affirming its credibility and popularity within the travel industry Session The website session data for Vietnam Airlines shows the following notable trends: ● Website traffic has increased significantly in recent months The total number of visits in December 2023 was 2.8 million, up 11% from November This suggests that Vietnam Airlines is attracting more customers to its website ● High bounce rate The bounce rate for December 2023 was 35.54%, meaning that 35.54% of users left the website after viewing only one page This suggests that many users are visiting the website to search for specific information and then leaving without taking any other action ● Relatively low pages per visit The pages per visit for December 2023 was 6.63, meaning that the average user views 6.63 pages per visit to the website This suggests that many users are visiting the website to search for specific information and then leaving without exploring the website further ● Relatively short average visit duration The average visit duration for December 2023 was 00:06:32, meaning that the average user spends about minutes and 32 seconds on the website This suggests that many users are visiting the website to search for specific information and then leaving without exploring the website further Comparison of Vietnam Airlines with Vietjet, Traveloka, AirAsia, and Singapore Airlines: In general, Vietnam Airlines has the highest website traffic, but also the highest bounce rate This suggests that many users visit Vietnam Airlines' website to search for specific information and then leave without taking any other action ● Vietjet Air has the second-highest website traffic, but a lower bounce rate than Vietnam Airlines This suggests that many users visit Vietjet Air's website to search for specific information and then continue to explore the website or take other actions ● Traveloka is a travel aggregator website, including air ticket booking Traveloka's website traffic is the third-highest, but its bounce rate is lower than Vietnam Airlines and Vietjet Air This suggests that many users visit Traveloka's website to search for information about flights and then continue to explore the website or take other actions ● AirAsia and Singapore Airlines are two major international airlines The website traffic of both airlines is lower than Vietnam Airlines and Vietjet Air However, AirAsia's bounce rate is lower than Vietnam Airlines and Vietjet Air This suggests that many users visit AirAsia's website to search for specific information and then continue to explore the website or take other actions Based on the data in the image, it can be seen that Vietnam Airlines has an advantage in website traffic over other airlines However, Vietnam Airlines' high bounce rate suggests that many users visit the airline's website to search for specific information and then leave without taking any other action Audience ● Gender: Men account for 50.95% and women account for 49.05% The male/female ratio is relatively balanced, suggesting that Vietnam Airlines is attracting both men and women This may be because Vietnam Airlines offers services and products that appeal to both genders ● Age: The average age of the audience is 35, suggesting that Vietnam Airlines is attracting adults This is a group with high spending power, making it a target audience for many airlines - 25-34: This age group has the highest percentage, with 29.98% This is the age group with the highest travel demand, especially for tourism - 35-44: This age group has the second highest percentage, with 16.74% This is the age group with stable income, who often travel for business and tourism - 18-24: This age group has the third highest percentage, with 19.49% This is the age group with the highest travel demand, especially for backpacking - 45-54: This age group has the fourth highest percentage, with 14.91% This is the age group with stable income, who often travel for business and tourism - 55-64: This age group has the fifth highest percentage, with 12.18% This is the age group with the highest travel demand, especially for family travel - Over 65: This age group has the lowest percentage, with 6.7% This is the age group with the highest travel demand, especially for traveling with grandchildren ● Geographic location: Vietnam Airlines' audience is concentrated in Vietnam, accounting for 91.1% This suggests that Vietnam Airlines is focused on the domestic market However, Vietnam Airlines' audience is also present in other countries like the United States, South Korea, Japan, and China, suggesting that the airline is making efforts to expand its market beyond Vietnam Traffic Data The top traffic sources for Vietnam Airlines' website in the previous month were: Direct: 43.66% Organic search: 40.98% Paid search: 7.03% Referrals: 4.09% Social: 1.51% Email: 2.32% Display: 0.4% Of these, organic search and direct are the two main traffic sources, accounting for a combined total of 84.64% This suggests that the Vietnam Airlines website is being accessed by many people either directly on Google or through links from other websites Paid search accounts for 7.03%, suggesting that Vietnam Airlines is investing in search advertising campaigns However, this rate is still low compared to the industry average of 12.5% Other traffic sources such as referrals, social, email, and display all account for small percentages This suggests that Vietnam Airlines needs to focus more on developing marketing campaigns on these channels to attract more customers II/ How does the website perform in terms of SEO, SEA, and SMO? SEO a Overview: Based on the data in the image, the Vietnam Airlines website is performing well in terms of SEO The number of keywords ranking in the top 100 of Google has increased from 40,000 to 50,739 in the past months The estimated number of clicks from these keywords has also increased from 110,000 to 191,000 The estimated value of these clicks is $126,000 b High-ranking keywords: ● "Vietnam Airlines flight ticket" ● "Vietnam Airlines Airline" ● "book a Vietnam Airlines flight ticket" ● "Vietnam Airlines flight ticket price" ● "Vietnam Airlines Promotion Program" These keywords are all related to Vietnam Airlines' core service of air transportation This shows that the website of the company focuses on keywords that are relevant to its business field c Newly ranked keywords In the past months, the Vietnam Airlines website has had an additional 8,918 new keywords rank in the top 100 of Google These keywords include: ● "flight ticket to Europe" ● "flight ticket to the United States" ● "flight ticket to Japan" ● "flight ticket to South Korea" ● "flight ticket to Dubai" These keywords are all related to Vietnam Airlines' key markets This shows that the company is making efforts to expand its reach to potential markets d Keywords that have dropped in rank However, there are also some keywords on the Vietnam Airlines website that have dropped in rank in the past months These keywords include: ● "Buy Vietnam Airlines flight ticket" ● "Book Vietnam Airlines flight ticket online" ● "Change Vietnam Airlines flight ticket" ● "Refund Vietnam Airlines flight ticket" ● "Vietnam Airlines flight ticket cancellation policy" These keywords are all related to Vietnam Airlines' customer services This could be due to the company changing its customer service policies e Conclusion Overall, the Vietnam Airlines website is performing well in terms of SEO The company is focusing on keywords that are relevant to its business field and expanding its reach to potential markets However, the company also needs to pay attention to keywords related to customer service to ensure it provides the best possible experience for customers SEA Vietnam Airlines has a strong SEA strategy that focuses on reaching customers at different stages of the customer journey They use a variety of keywords to target different audiences, including potential customers, current customers, and loyal customers They also use targeted advertising campaigns to maximize efficiency ● Keyword targeting: Vietnam Airlines uses a variety of keywords to target different audiences, including: ○ "Vietnam Airlines" ○ "airfare" ○ "travel" ○ "luggage" ○ "flight" These keywords have high search volume, indicating that many people are searching for Vietnam Airlines' products and services ● Advertising campaigns: Vietnam Airlines runs a number of targeted advertising campaigns on Google Ads These campaigns target different audiences, including: ○ Potential customers: These campaigns target people who are searching for information about Vietnam Airlines' products and services ○ Current customers: These campaigns target people who have previously used Vietnam Airlines' services ○ Loyal customers: These campaigns target people who have previously used Vietnam Airlines' services multiple times These campaigns are generating high click-through rates and conversions Weaknesses of Vietnam Airlines' SEA Strategy ● Click-through rate (CTR): Vietnam Airlines' average CTR is 4.2% This is a good CTR, indicating that their ads are attracting users' attention ● Conversion rate: Vietnam Airlines' average conversion rate is 2.5% This is also a good conversion rate, indicating that their ads are leading to actions such as booking flights or signing up for newsletters ● Cost per acquisition (CPA): Vietnam Airlines' average CPA is 120,000 VND This is a relatively high CPA, indicating that Vietnam Airlines could improve the efficiency of their advertising campaigns by reducing CPA 3 SMO Vietnam Airlines has a strong presence across various social media platforms, including Facebook, YouTube, Instagram, Twitter, and TikTok They utilize these channels to engage with customers, promote special offers, share travel inspiration, and provide customer service Here's a breakdown of their key channels: Facebook: ● Reach: 3.2 million followers ● Content: A mix of promotional posts, travel inspiration, behind-the-scenes content, and customer service interactions ● Strengths: High engagement rate, active community, regular updates ● Areas for improvement: More diverse content, utilize Facebook groups for deeper engagement YouTube: ● Subscribers: 56.5k ● Content: Travel vlogs, destination guides, aircraft tours, and safety instructions ● Strengths: High-quality production value, informative content, caters to different interests ● Areas for improvement: More frequent uploads, utilize live streaming for realtime interaction Instagram: ● Followers: 218k ● Content: Stunning travel photos and videos, lifestyle content, behind-the-scenes glimpses, and user-generated content ● Strengths: Visually appealing content, strong branding, good utilization of hashtags ● Areas for improvement: More interactive content, utilize Instagram Stories and Reels for engaging storytelling Twitter: ● Followers: 4.8k ● Content: News updates, promotional offers, customer service interactions, and industry trends ● Strengths: Timely updates, responsiveness to customer inquiries, good use of Twitter polls and Q&As ● Areas for improvement: Increase content diversity, and utilize Twitter Spaces for audio conversations TikTok: ● Followers: 11.7k ● Content: Short, engaging videos showcasing destinations, travel tips, behindthe-scenes glimpses, and challenges ● Strengths: Trendy content format, appealing to younger audiences, good use of music and effects ● Areas for improvement: More frequent uploads, utilize TikTok trends and challenges for wider reach Overall Strengths: ● ● ● ● ● Consistent branding across all platforms Strong focus on visual content Active engagement with customers Diverse range of content formats Utilization of social media analytics to track performance Areas for Improvement: ● ● ● ● ● Increase content frequency on some platforms Utilize new features and trends more actively Diversify content beyond promotional offers Experiment with paid advertising campaigns Consider developing a social media strategy document Additional Recommendations: ● Collaborate with influencers and travel bloggers for wider reach and authentic content ● Utilize social media listening tools to track brand mentions and sentiment ● Run contests and giveaways to incentivize engagement and social sharing ● Translate content into multiple languages to cater to a wider audience ● Focus on providing a seamless omnichannel customer experience Conclusion: Vietnam Airlines has established a strong social media presence across various platforms Their visual content, active engagement, and diverse content formats are key strengths However, there is still room for improvement in terms of content frequency, utilization of new features and trends, and diversification beyond promotional offers By implementing the recommendations mentioned above, Vietnam Airlines can further enhance its social media strategy and reach a wider audience III/ What comments could you suggest? Specific recommendations for improving the Vietnam Airlines website: ● Add a section about the airline's services, such as food and beverage, entertainment, and amenities This information would be helpful for users who are considering flying with Vietnam Airlines ● Add a section about destinations, such as weather, attractions, and transportation This information would be helpful for users who are planning a trip ● Add a section about the airline's promotional programs This information would help users save money on their flights By making these changes, Vietnam Airlines can improve the user experience on its website and make it more informative and useful IV/ Using the appropriate tools, identify the most relevant keywords to use on the Vietnam Airlines' website It can be seen that the most popular keywords related to this airline are: Vietnam Airlines Vietnam Airlines flights Vietnam Airlines online check-in These keywords indicate that users are interested in Vietnam Airlines primarily to find information about flights, how to book flights, and how to check in