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).


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.


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!

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