There’s pages that aren’t marked as “Secure”, it is unsure if these have a negative SEO impact (as majority of the page is secure apart from this specific resource). However best practice is to resolve these.
There are potentially up to 5791 pages that are impacted by this.
Currently, there’s some rankings (using SEMrush) for a lot of search terms related to currency exchange with quite a poor currency page.
I looking at current rankings. There’s possibility for a good amount of ranking increases by using a table. Using an API of some sort (current exchange rates).
As you can see, these are high purchase intent search terms. Using examples of their exact amount, whilst being a good experience for the user will also mean that you’re providing more relevance for search engines.
I can see the logic behind these, I believe this is because of the company “Last Minute” and a generic phrase match. However, for a variety of destinations this could be a good tactic
Looking through a range of places, similar to cape verde, the only one I found that did this was TripAdvisor (going to the English landing page)
This would be a simple and quick campaign to set up. The cost per clicks would be low (as looking at the serps the only place doing this is TripAdvisor.) with the visitor intent being the same as other customers.
There’s a couple of issues:
The available options
As you can see on this example, searching for “Cape Verde Last Minute”. The sitelinks are not related at all to my search term. There’s the possibility to upsell on these. The url that I get sent to is: http://www.thomascook.com/lp/1×7-last-minute-holidays/?lpsrc=Google+-+Thomas+Cook+API+Packages+Lastminute&lpkey=cape%20verde%20last%20minute&cvosrc=ppc.bing-API+Lastminute+%7C+Dest+Country+%7C+Cape+Verde+%7C+Country+1+%7C+Country+Packages+TCUK.cape+verde+last+minute&cvo_campaign=API+Lastminute+%7C+Dest+Country+%7C+Cape+Verde+%7C+Country+1+%7C+Country+Packages+TCUK&cvo_crid=192087856719&Matchtype=e&gclid=CMiI8qurvdMCFcMp0wod3ToEaw&gclsrc=aw.ds&dclid=CLTg_KurvdMCFTES0wodfu8IZA which gives this error:
This is an easy fix, at least to find. Using Screaming Frog all sitelinks can be crawled and you can get an error code.
Lack of Ad Extensions
This ad is on “Cheap All Inclusive Holidays” with a good call to action, however with no sitelinks, there’s a good amount of clicks that is being missed. According to SEM Rush this term has 60,500 searches a month. Which is a lot of traffic that has a relatively high purchase intent.
No Use Of Callout Extensions
This is something that is used by Last Minute very well.
As you can see, their use of callout includes their ratings. This is a great way to fill the serp real estate with their ad to increase awareness/ctr.
There are a lot of aggregator sites
Unfortunately I have been on the site using numerous devices, left at different stages in the process and have not seen a single piece of display advertising. This is a massive area that they could be improving on. Previously when browsing similar sites (Booking.com) I have had ads follow me for days, which in the past even with my knowledge has brought me in. Unfortunately, it doesn’t seem to be me not seeing any ads. According to SimilarWeb you get a low number of overall visitors. Comparing to the 12.89m visitors for Jan-March through SimilarWeb this is nothing.