01_05 700

Opinions: 

Travel Tech

Provision of quality content is considered the most effective tactic for optimising search engine performance. This was the finding of an April 2014 survey, conducted by the marketing research agency Ascend 2. However, at the same time it was also perceived by marketing managers as the single most difficult task in search engine optimisation, with nearly one in two respondents saying so (eMarketer).

CONTENT IN TOURISM

Despite the difficulties and resource intensity, which is associated with creating great quality content, marketers deploy this tactic as it proves highly effective for achieving some of their most important digital goals, such as lead generation and website traffic. This holds particularly true for the tourism domain, where quality content determines to a disproportionally large extend the performance of websites. Travel services are likely to be ‘high involvement’ products, thus the purchase decision making is characterised by long and careful consideration and research. Therefore, click rates, bounce rates and other standard KPIs are not only linked to relevancy, but above all to the quality of content.

eMarketer.com

More traditional SEO tactics, such as link building, blogging and local search optimisation were considered considerably less effective. However, creating quality content is very resource intensive. Correspondingly, the survey found that marketing managers perceive limited budgets, time and lack of skills as the major hurdles to achieving their SEO objectives.

INCREASING EFFECTIVENESS OF SEO

Nearly one in two respondents indicated that their SEO efforts had become at least somewhat more effective during the past year. Following a recent eConsultancy study 2 in 3 marketers plan to increase their spendings on SEO. The largest chunk of this increase (74%) is related to spendings in content marketing. With the growing importance of content marketing as an effective SEO tactic, it is likely that we will see even more great quality content in the digital tourism domain.

 

Discussion

comments powered by Disqus

More from #DTTT

  • Global-Takeaways-feature
    In December we present:
    Key Takeaways from #DTTTGlobal2017

    On November 30 and December 1, 250 top destination marketers from all over the world gathered in a colorful amphitheater in downtown Brussels for DTTT Global Conference. The sixth annual conference focuses on real-work examples, insights, change management, lessons learned, and more. We showcased how destinations can be more effective in digital in a fast-changing […]

  • bavaria
    In November we present:
    Bavaria Tourism: Proceeding from Tradition

    Jens Huwald has been CEO of Bavaria Tourism, the official marketing agency, since January 2012. He was previously responsible for communications at the agency for seven years. Prior to that, he held senior positions in the Marketing Communications, Corporate Communications and Public Relations fields at the Omnicom Agency Group, BSMG Worldwide Germany/Weber Shandwick (Munich) and […]

    #dmo story #brand #campaign #destination #marketing
  • visit-geneva-global-feature
    In November we present:
    Geneva Tourism: Business Intelligence & Data

    In the lead up to #DTTTGlobal on 30th November & 1st December in Brussels, we caught up with Jean-Philippe Favre from Geneva Tourism. He will join us on stage to present some insights on ‘Business Intelligence, Data & Destination Marketing’ and share some of the learnings. Ahead of the event, we caught up with Jean-Philippe Favre […]

    #DMO stories #intelligence #Geneva #big data #business #destination #destination marketing
  • Mural-
    In November we present:
    How MURAL is pioneering Remote Design Thinking

    In the lead up to #DTTTGlobal, we spoke to Mariano Suarez-Battan, CEO of MURAL to learn more about how they are pioneering remote design thinking. As avid users of MURAL ourselves, we champion the use of design thinking methods and templates as part of our Launchpad subscription. We are really pleased to welcome Aaron Richman from […]

    #remote design #mural #workflow #collaboration #design-thinking
  • tourism-Iles-Madeleine-feature
    In November we present:
    Iles de la Madeleine: Applying Design Thinking Principles

    Jason Bent works as a Tourism Cluster Manager in the Iles de la Madeleine, an archipelago located in Eastern Canada. He coordinates collaborative projects that bring added-value benefits to the targeted businesses. His recent initiatives, one of which received the Best Strategy for Creative Tourism Development Award as part of the international Creative Tourism Awards, […]

    #dmo story #collaboration #design-thinking #destination #marketing #partners #storytelling
  • Visit-Jersey-article-feature
    In October we present:
    Visit Jersey: Aligning Audiences with Brands

    We are pleased to welcome Adam Caerlewy-Smith, Head of Marketing and Meryl Le Feuvre, Head of Product at Visit Jersey as speakers to #DTTTGlobal on 30th November & 1st December in Brussels to share their story on ‘Aligning Audiences with Secret Escapes’. Ahead of #DTTTGlobal, we caught up with Adam and Meryl to learn more about the […]

    #dmo story #jersey #partnerships #brand #destination #marketing #product
Show more
×
© 2017 Digital Tourism Think Tank

Digital Tourism Think Tank logo imge