Clients of TagMan recently discovered that, since the system enables you to gain visibility of on-site search terms in real time, the Icelandic volcano spewed out more than air-traffic hindering ashes.

There was – on travel retailer sites specifically –  an astounding amount of new keywords that were quite unique – seeking advice on airline and holiday bookings in the context of the ash cloud.

With site analytics tags plugged in through TagMan, they were able to see this new range of search terms immediately and adjust their site content, first to provide the right advice for customers and, second, improve their natural search rankings on the new keywords.

Every fresh air-traffic shutdown as the winds push the ash cloud across Europe are making these steps regularly useful.