Provision of quality content is considered the most effective tactic for optimising search engine performance. This was the finding of an April 2014 survey, conducted by the marketing research agency Ascend 2. However, at the same time it was also perceived by marketing managers as the single most difficult task in search engine optimisation, with nearly one in two respondents saying so (eMarketer).
CONTENT IN TOURISM
Despite the difficulties and resource intensity, which is associated with creating great quality content, marketers deploy this tactic as it proves highly effective for achieving some of their most important digital goals, such as lead generation and website traffic. This holds particularly true for the tourism domain, where quality content determines to a disproportionally large extend the performance of websites. Travel services are likely to be ‘high involvement’ products, thus the purchase decision making is characterised by long and careful consideration and research. Therefore, click rates, bounce rates and other standard KPIs are not only linked to relevancy, but above all to the quality of content.
More traditional SEO tactics, such as link building, blogging and local search optimisation were considered considerably less effective. However, creating quality content is very resource intensive. Correspondingly, the survey found that marketing managers perceive limited budgets, time and lack of skills as the major hurdles to achieving their SEO objectives.
INCREASING EFFECTIVENESS OF SEO
Nearly one in two respondents indicated that their SEO efforts had become at least somewhat more effective during the past year. Following a recent eConsultancy study 2 in 3 marketers plan to increase their spendings on SEO. The largest chunk of this increase (74%) is related to spendings in content marketing. With the growing importance of content marketing as an effective SEO tactic, it is likely that we will see even more great quality content in the digital tourism domain.
Discussioncomments powered by Disqus
More from #DTTT
In October we present:Marketing Oost: Becoming an effective force in regional marketing
Wendy Weijdema is the marketing strategist for MarketingOost, a destination marketing organisation responsible for economic growth in tourism for the province of Overijsse. We are pleased to welcome Wendy Weijdema as a speaker at #DTTTGlobal on 30th November & 1st December in Brussels to share their story on ‘Becoming an effective force in regional marketing’. Ahead of #DTTTGlobal, we […]#Marketing Oost #regional marketing #change #Transformation #destination #digital marketing
In October we present:Understanding the Complexities of Destination Management & Marketing
Luca D’Angelo and Fabio Sacco join us from Dolomiti Paganella and Val Di Sole to talk about their experiences rebuilding their own Trentino based DMOs from the bottom up and the lessons they’ve learned along the way. Both will join us on stage at #DTTTGlobal on 30th November & 1st December in Brussels. We spoke to […]#structure #framework #destination management #dmo #marketing
In September we present:San Francisco Travel: Always Welcome
Dan Rosenbaum is the Director, Global Digital Marketing at San Francisco Travel Association, the San Francisco destination marketing organization. At SF Travel, he oversees all of our content, social media and digital advertising efforts. We are pleased to welcome Dan Rosenbaum as a speaker at #DTTTGlobal on 30th November & 1st December in Brussels to learn […]#san francisco #campaign #content #destination #dmo #marketing #partner
In September we present:The Great Escape – Oslo
We’ve just launched this new campaign for Oslo, which basically consists of one film. Watch the video, and I’ll explain what we were thinking when we came up with the idea. Oslo to the rescue! Kiwi couple get rescued from vacayfail from Visit Oslo on Vimeo. We knew we were going to be doing some […]
In September we present:Amsterdam Marketing: Live Lines
Amsterdam Marketing, the municipality of Amsterdam and Amsterdam Museums worked on the pilot ‘Live Lines’ (Dutch: Rijenradar) providing visitors with an overview of live queue times at 10 museums in Amsterdam Metropolitan Area. We caught up with Marek Kruszel from the Amsterdam Marketing team to learn more about Live Lines in the lead-up to #DTTTGlobal […]#lines #visitor #Amsterdam #data #experience #Live #marketing
In August we present:Colourful Nuuk: Starting out in Destination Marketing
Stine Selmer is a business consultant at the business development organisation Sermersooq Business Council that manages destination development, branding and marketing for Nuuk, the capital of Greenland. The DMO has existed since 2012 and the Colourful Nuuk brand is only a few years old. At #DTTTGlobal, Stine will be taking the stage to present the […]#Nuuk #destination #destination marketing #dmo #Greenland