Opinions: 

Travel Tech

SEO is a term in digital marketing that has long been discussed and there is a large SEO community, reporting regularly about latest changes to SEO and what companies should do in order to succeed with search engine optimisation. However, as in any area of digital, SEO also has a rather increasing link to some unprofessional practices by online marketers through buying links and web spamming for article placements. For many SEO professionals, this is an area and side of SEO that is not welcomed and seen as rather destructive to the many SEO experts and practitioners that are doing it in a very professional manner. Recently, we came across an article by Copyblogger that stated that SEO is dead and mentioned an entire new term OC/DC as a term aimed to replace SEO which is something we have not heard of before (Copyblogger 2014).

SEO VERSUS OC/DC

Traditionally, when tourism professionals talk about SEO what is meant is that this means much more than simply optimising a site for search engines but it is much more than that. SEO experts now look at the full area of content marketing which is much bigger than simply looking at search engines only. Very often, when discussing SEO and search optimisation, a much broader topic is actually being discussed, hence SEO experts are now thinking about more suitable and fitting terms for SEO looking at the broader strategy behind content marketing. Therefore, Sean Jackson from Copyblogger is now introducing a brand new term “OC/DC” which aims to replace the term SEO completely, as OC/DC stands for “optimising content for discovery and conversion across a wide spectrum on the web”. This means the term goes way beyond simply referring to search engines but looks at the web as a whole.

WHY THE CHANGE?

When tourism professionals talk about SEO, they would mainly refer the term to making sure that traffic from Google is optimised which is the top priority for many. This is therefore the main definition of the term when referring to SEO BUT it is more than just Facebook, as traffic to websites and content comes from more than one source. With digital evolving, traffic now also comes from sources such as social media, related blogs and other sites. This is very important to consider. Destinations and tourism businesses should therefore reflect on their SEO also with regards to aiming to optimise all content for discovery and conversion throughout their website!

More from #DTTT

  • In June we present:
    Creating an Inspiring Staycation Campaign with Visit Greenland – Weekly Tourism Impact Call: Week 12
    DTTT · Creating an Inspiring Staycation Campaign with Visit Greenland With the staycation set to become the new travel trend as restrictions ease, how can destinations adapt to attract the domestic market and restart tourism? This is a key question for the industry which sees the staycation as a solution. The staycation is a movement [...]
    #Staycation #recovery #COVID-19 #strategy #tourism #Visit Greenland
  • In May we present:
    What’s the appetite for Travel? with Beautiful Destinations – Weekly Tourism Impact Call: Week 11
    DTTT · 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
Show more
© 2017 Digital Tourism Think Tank