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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

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.

IS SEO DEAD?

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.

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