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Airlines’ Sustainability Study Based on Search Engine Optimization Techniques and Technologies

Author

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  • Konstantinos I. Roumeliotis

    (Department of Informatics and Telecommunications, University of Peloponnese, Akadimaikou G. K. Vlachou Street, 221 31 Tripoli, Greece)

  • Nikolaos D. Tselikas

    (Department of Informatics and Telecommunications, University of Peloponnese, Akadimaikou G. K. Vlachou Street, 221 31 Tripoli, Greece)

  • Dimitrios K. Nasiopoulos

    (Department of Agribusiness and Supply Chain Management, School of Applied Economics and Social Sciences, Agricultural University of Athens, 118 55 Athens, Greece)

Abstract

Digital marketing, especially search engine optimization (SEO), is an integral part of websites today. Airlines in the COVID-19 era have to use every possible means to survive despite the adverse conditions for both entrepreneurship and travel. Many of them have allocated resources and money to develop SEO strategies by applying SEO techniques to their websites to gain more visitors and bookings. Thus, this research is focused on analyzing airlines’ website presence as regards the implemented SEO techniques and their effect on airlines’ website traffic. In the first phase of the research, we gathered web data from 243 airline firms during a one-year observation period (December 2020–December 2021) using our own-developed tool. Furthermore, we proceeded to create an exploratory model using fuzzy cognitive mapping. From the technical SEO point of view and the descriptive analysis, we conclude that the traffic on airlines’ websites and, consequently, their sustainability are inseparably linked to the corresponding SEO techniques and technologies used.

Suggested Citation

  • Konstantinos I. Roumeliotis & Nikolaos D. Tselikas & Dimitrios K. Nasiopoulos, 2022. "Airlines’ Sustainability Study Based on Search Engine Optimization Techniques and Technologies," Sustainability, MDPI, vol. 14(18), pages 1-23, September.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:18:p:11225-:d:909279
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    References listed on IDEAS

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    1. Christos Ziakis & Maro Vlachopoulou & Theodosios Kyrkoudis & Makrina Karagkiozidou, 2019. "Important Factors for Improving Google Search Rank," Future Internet, MDPI, vol. 11(2), pages 1-12, January.
    2. Cristòfol Rovira & Lluís Codina & Carlos Lopezosa, 2021. "Language Bias in the Google Scholar Ranking Algorithm," Future Internet, MDPI, vol. 13(2), pages 1-17, January.
    3. Goran Matošević & Jasminka Dobša & Dunja Mladenić, 2021. "Using Machine Learning for Web Page Classification in Search Engine Optimization," Future Internet, MDPI, vol. 13(1), pages 1-20, January.
    4. José Ramón Saura & Pedro Palos-Sánchez & Luis Manuel Cerdá Suárez, 2017. "Understanding the Digital Marketing Environment with KPIs and Web Analytics," Future Internet, MDPI, vol. 9(4), pages 1-13, November.
    5. Damianos P. Sakas & Nikolaos Th. Giannakopoulos, 2021. "Harvesting Crowdsourcing Platforms’ Traffic in Favour of Air Forwarders’ Brand Name and Sustainability," Sustainability, MDPI, vol. 13(15), pages 1-25, July.
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    Cited by:

    1. Mariusz Duka & Marek Sikora & Artur Strzelecki, 2023. "From Web Catalogs to Google: A Retrospective Study of Web Search Engines Sustainable Development," Sustainability, MDPI, vol. 15(8), pages 1-16, April.

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