In the past, innovations in technology used to progress at a slower pace. But with the advent of today's digital world and the internet becoming ubiquitous, times are changing and marketing is changing also. Although the internet has only been around for the last two decades, it has made huge strides in development, with the technologies changing almost beyond recogniton of what they were at the beginning. SEO, one cornerstone of web marketing, only started in 1996.
The Big SEO Shift
Up until early 2011, the search results were full of badly written articles that would come up high in the the results. Also paid links were still effective in helping sites to gain a high ranking. But this all changed in February 2011 when Google made some major adjustments to the way in which they judge what will appear in search. Now the SEO landscape has changed beyond recognition, with Google becoming smarter at sniffing out paid links and duplicate content and other SEO bad practices.
SEO is not dead or dying, but new tools such as local and personalised search, and the rise of social media, present a whole different set of challenges for digital marketers. Branding and investing in social channels is vital, and the role of good content is more critical than ever before.
Use of Multiple Channels is Vital
According to Distilled, an important piece of advice for marketers is to consider investing in multiple channels, to avoid being dominated by Google alone. This stops your business being affected when Google introduces new changes that may affect organic search. Organic search may be powerful, but there are other channels to bear in mind that can bring excellent traffic to your site.
These channels include: social media in general, email marketing, social media marketing campaigns, community engagement, forums, interviews, conferences, and guest content.
The latter four channels are especially interesting because they do not come under the typical online marketing banner, but instead can be classed as 'thought leadership.' Building a reputation for expertise in your field is extremely powerful and should not be underestimated.
With all your channels, monitor what works and invest more time, effort and budget in that, while cutting back on others. But always continue to evaluate the situation as channels may shift over time. Also, some channels are better for short-term success while others are more suitable for long-term results.
Effective ROI Measurement is Key
Lastly, but definitely not least, ROI matters most. Links, social media and emails are all tools that can be used to measure ROI. Marketers should be able to effectively measure multiple types of ROI. This is also essential for defending and supporting our work as online marketers in front of a sceptical boss or clients. Demonstrating clear ROI figures proves that investing in online marketing is truly worth it.
More from #DTTT
In May we present:What’s the appetite for Travel? with Beautiful Destinations – Weekly Tourism Impact Call: Week 11DTTT · What's the appetite for travel? with Beautiful Destinations Recovery is now in sight for many destinations and much is being done to improve destinations to make them safe and ready for travellers when they arrive. Whilst the focus has been on the impact to destinations for much of the pandemic, this has now [...]#recovery #COVID-19 #beautiful-destinations #industry #tourism #travel
In May we present:Sustainability Opportunities for Destination Recovery with Dr Cara Augustenborg – Weekly Tourism Impact Call: Week 10
Sustainability is a key issue for the industry as it prepares for recovery. The fast-moving pandemic has been severely disrupting tourism and its impact will change the industry, academic engagement, and customer behaviour. The question many destinations are now asking is how can we be sustainable post COVID-19? We dedicate our tenth Tourism Impact call […]#ecotourism #recovery #COVID-19 #sustainability #industry #tourism
In May we present:Digitalisation and Sustainability solutions for recovery – Weekly Tourism Impact Call: Week 9
As part of our efforts to react and support the industry, the #DTTT began hosting our popular Tourism Impact calls 2 months ago. Now going into the ninth consecutive week, we reflect on what has been an interesting and insightful journey so far. In many lively discussions, we’ve shared perspectives about COVID-19 impact, destination strategy […]#recovery #COVID-19 #sustainability #digitalisation #industry #tourism
In May we present:The Nordics COVID-19 Response
How have the Nordic countries responded to the crisis? At the #DTTT, we have seen different approaches throughout the Nordic region and wanted to find out more. In a highly insightful interview we brought together the Tourism boards representing the capital cities of Norway, Sweden, Finland and Denmark to discuss their response to the COVID-19 […]#The Nordics #Response #COVID-19 #DMOs #marketing #strategy
In May we present:What travel will look like in the future with Doug Lansky – Weekly Tourism Impact Call: Week 8
In our highly anticipated eighth Tourism Impact call, we discussed the different approaches of destinations who are at various stages of the recovery process. Recovering destinations are now looking for innovative product solutions as restrictions begin to ease and businesses start to re-open. Whilst for other destinations their recovery plans are still at the research […]#Doug Lansky #COVID-19 #DMOs #industry #strategy #tourism
In April we present:Designing the Future of Tourism – Weekly Tourism Industry Impact Call : Week 6
At the #DTTT, we are working closely with destinations to find out what’s going on behind the scenes. A different week brings different perspectives. This week on the #DTTT’s sixth Tourism Impact Call, we discussed the role of technology and innovation as a solution for the industry, as well as featuring innovative community initiatives, and […]#COVID-19 #industry #product #strategy #technology #tourism