Travel Tech

Many marketers in the industry are slowly moving away from talking about SEO when it comes to search engine optimisation. SEO is now considered a quite traditional name, that seems to limit itself to search but is considered by professionals as so much more than that. Therefore, a lot of companies are now repositioning themselves from SEO strategists to Digital Marketing strategists, as SEO is involved in a lot of aspects with regards to digital marketing. The new term choice is representing the depth of knowledge and is considered as a better umbrella term for what was traditionally considered SEO. Many in the tourism industry consider SEO as dead but digital marketing as crucial and a much better term for search engine strategy (Searchenginewatch 2013).


SEO engagement is closely linked to some key topics that are always mentioned when looking at search engine optimisation. Content marketing is one of the key topics that marketers are dealing with more and more. Content is not just written texts that are put on websites platforms and channels, content is now also multi visual and multimedia. Infographics, videos and content that is shareable and likeable are changing the way in which content marketing previously worked. This is very interesting to monitor but also provides challenges to tourism businesses, as content marketing is much more complex than before. Providing great content that is visual and shareable is the basis for content marketing, and makes marketing the content much easier.

PR is another buzzword that is used often in relation to SEO. Public relations are an essential part for tourism businesses’ SEO. Promoting content from a destination or tourism businesses through public relations is aimed to gain traffic to websites, increase the overall awareness and also increase the back linking to the original websites, when other organisations start writing about the topic and link back to the tourism businesses’ website. Link building is therefore a vital part of SEO efforts especially as it facilitates tourism businesses and destinations to have a natural presence on search engines. However, link building has changed as well, as it is increasingly about citations rather than links.


For many marketers, SEO as a term is dead, as it does not represent the full range of what search engine optimisation today is including. Therefore, it is recommended that instead of using the term SEO, a different, more appropriate term should be used, that represents the full scope of what SEO needs to deliver and cater to today. Searchenginewatch’s article recommended the use of terms such as “digital marketing optimisation” or “web presence optimisation” or a combination of the two terms. Although this change in wording does not affect tourism businesses or destinations directly, it is a change that represents the fact that SEO has become much more complex than before, which means that a more fitting term for the process is needed too.


comments powered by Disqus

More from #DTTT

  • In June we present:
    Live: #DTTTCampus

    #DTTTCampus is here again and we are live from the ground in Oslo, Norway. We are so excited to be welcoming a range of speakers from around the world, from DMOs to travel film directors and industry content powerhouses. We are all set up in the newly transformed Høymagasinet and ready to get started! Stay […]

  • In May we present:
    Meet…Heili Klandorf-Järvsoo from Estonia Tourist Board

    Heili Klandorf-Järvsoo is the Head of Tourism Marketing at Visit Estonia, and she will be joining us at #DTTTCampus alongside a panel of other DMOs to share insights on the in’s and out’s of Visit Estonia’s ‘Storytellers Nest’.

  • In May we present:
    Meet…Kevin Wright from Travel Oregon

    In a world of always-on content, information overload and the ever-changing digital consumer, how do you stand out from the competition and most importantly, reach your audience? Kevin Wright, Vice President of Global Marketing for Travel Oregon will be joining us at #DTTTCampus in June to talk about Reflecting on the Role of Content to […]

  • designing signature experiences
    In May we present:
    Meet…Gloria Loree from Destination Canada

    We caught up with Gloria from Destination Canada ahead of #DTTTCampus to get a sneak peek into what we can expect from her talk on Designing Signature Experiences to Build Brand and Narrative.

    #brand experiences #destination canada #brand narrative #brand stories
  • In May we present:
    Meet…Daniel Bury VR Filmmaker

    Daniel Bury is one of the youngest & most up and coming creators in the world of VR film-making, travelling the world to create immersive experiences through unique 360 and VR storytelling.

    #VR experiences #virtual reality experiences #daniel bury #filmmaker #dtttcampus #virtual reality #Vr
  • In May we present:
    5 Reasons Why to Visit #DTTTCampus 2019

    In short, #DTTTCampus is a full exploration into the destination experience, with valuable insights on navigating the digital landscape and the ever-changing consumer behaviour of travellers today.

    #dttt campus #keynote speakers #workshops #destination experience #oslo #destination marketing #Visit Oslo
Show more
© 2017 Digital Tourism Think Tank

Digital Tourism Think Tank logo imge