VisitBritain is embarking on plans to analyse its pay per click (PPC) keywords in order to provide content in line with what its visitors are interested in, it has emerged.

According to E-consultancy, the site’s analytics manager, Harry Speller, asserted that it is looking into which keywords are most effective in an effort to potentially reduce costs and target its resources more effectively.

He said: "We use thousands of keywords for different destinations and different types of holidays, so we want to see what works best and develop content that’s better matched to the keywords our visitors are using."

In addition, he added that the keyword analysis scheme could help the site identify which VisitBritain partner sites are most effective and could lead to improved affiliate programmes.

People from countries such as Canada can use the VisitBritain site to plan their journeys before they arrive in the UK. The site’s store also enables travellers to reserve train tickets and book theatre passes before they arrive.

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