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.
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