Travel Tech

You might have heard this acronym many times before, but how aware of SEO’s importance are you actually? When you read about the significance of good SEO, you usually come by the more advanced topics and tips that are useful once the key steps have already been taken. Here, we reflect on a few of the main starting points that you should take note of when considering overhauling your DMO’s search engine optimisation, as illustrated by Search Engine Watch.

Creating a clearer picture for search engines

Look at your website and take notice of how many layers there are to it; the links, pages, ads and not to forget the content management system (CMS) you are using. All this plays a key role when starting to optimise your portal. All search engines are looking for well structured content, good site performance, authority for verified links and, one of the most important factors, user experience.

Besides taking into account the these factors, something to be well aware of is making sure everything you have is optimised for multiple channels, meaning that your content should be aligned on both social media channels and the main website(s). This will help you build keyword consistency and raise your brand identity online.

The varying content you have on your website can be optimised differently. Videos, for example, are a lot easier to ‘push’ to the top of search results. If you also have documents that are in .pdf format you should closely follow the latest best practices advising how to specifically optimise them properly.

Additionally, domain names play a big role when it comes to SEO. Making sure that the right domain name redirection is in place will take you a step closer to great search results visibility.

SEO and the Tourism Industry

In terms of destinations and tourism organisations, having a great SEO strategy in place will help you spread the word about yourselves, as well as help you get your DMO’s message across better wherever there are searches to be conducted.

One thing that caught our attention when it comes to international destinations’ SEO at the moment is the fact that some official tourist boards are actually quite difficult to find within a search. Sometimes, tour operators or travel agencies are ranked higher in searches than a tourist board itself. This has to change and emphasises that destinations and tourism organisations really need to get the whole package right. It’s not just about content or mobile optimisation, SEO is and will remain very important for destinations. Organisations need to manage their SEO most efficiently in order to remain competitive within the tourism industry.


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