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.

More from #DTTT

  • In February we present:
    Travel Oregon – Rethinking Content Styles

    For Travel Oregon, content has taken several changes in direction over the years, with a timeline of multiple successful campaigns under its name. This is a great example of a DMO that has adapted its content style over time to align with the ever-changing travel landscape, highlighting the role of sustainability and its impact, and […]

    #rethinking content style #brand dna #sustainability #travel oregon #brand-values #differentiation
  • In January we present:
    #ClientStories Visit Brussels | Full Digital Transformation

    The Digital Tourism Think Tank conducted a full Digital Transformation assessment and organisational audit of Visit Brussels, looking at every single aspect of the organisation and its digital activities.  Using our carefully curated 12-step approach, we reviewed the organisation from a completely holistic perspective, analysing everything from the organisational structure to the visitor cycle and […]

    #digital content strategy #brand transformation #Visit Brussels #digital transformation #design-thinking #Knowledge Exchange
  • In January we present:
    Visit California – The Pivotal Brand Touchpoint

    Visit California is a DMO that is really leading the way when it comes to leveraging the destination brand story, and has long been a destination that we here at the #DTTT consider to be a best practice when it comes to delivering compelling content, all year round.   Visit California understands the importance of […]

    #brand desire #brand story #visit California #touchpoints #brand-identity #content strategy
  • In January we present:
    Digitising a Destination with Tourisme Bretagne

    Today, the travel industry finds itself in an unprecedented position. The competition has never been so high and with the issue of sustainability rife within the industry and world as a whole, DMOs are striving to implement initiatives that support sustainable growth for the destination, tourists and all stakeholders involved.  The Federation of Breton Tourist […]

    #Tourisme Bretagne #sustainable tourism #customer journey #DTTT-global #digital strategy #digitalisation
  • In January we present:
    How Destination Canada evolved from a Destination Brand to a Passion Brand

    For destination marketers today, the biggest challenge is to keep up with the speed of change and the ever-changing traveller. So how best to stand out from the competition? Is it through technology? Offers? Experiences? Brand?  Here is an extract of Destination Canada’s talk about brand transformation.  We have highlighted the key messages.  The full […]

    #brand journey #transformational travel #passion brand #Brand evolution #destination canada #strategy
  • In January we present:
    Always-on Marketing for the Chinese Traveller with Dubai Tourism

    Dubai is the 4th most visited city in the world, welcoming 10.85 million international guests in 2019. In 2014, Dubai Tourism identified China as a huge opportunity market and set about developing a strategy to reach this highly sought after audience. Over the years, Chinese travellers are fast becoming, if not already, the world’s most […]

    #Dubai Tourism #360 market strategy #digital journey #chinese market #partnerships #always on marketing
Show more
© 2017 Digital Tourism Think Tank

Digital Tourism Think Tank logo imge