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!

Discussion

comments powered by Disqus

More from #DTTT

  • 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
  • influencer experiences
    In May we present:
    Meet…Paul Kubalek – Digital Media Manager at Saalbach Hinterglemm

    Paul will be joining us at #DTTTCampus alongside a panel of other DMOs to talk about working with influencers, the story behind the ‘Storybase’ campaign and the kind of results they’ve seen since this campaign began.

    #influencer experiences #storybase #influencer marketing #influencer
Show more
-->
© 2017 Digital Tourism Think Tank

Digital Tourism Think Tank logo imge