Content-rich sites, embracing social media, subtle promos
Bronwyn White, co-founder of MyTravelResearch.com recommends several resolutions for 2015 for tourism marketers to achieve digital breakthroughs.
Firstly, she advises, live by the rule that content is king. As search engines become more sophisticated, it’s the most content-rich sites that are being picked up by travellers. “The principles of semantic search mean that without content, it is unlikely your web pages will be found,” she says. “You need to have a balanced combination of words, images and video to both capture your customer’s imagination and be found by modern search engine algorithms.”
Second, social media must be fully embraced, she says. “The importance of social media has multiplied over the last few months. Search engines now use your social media activity to gauge the relevance and authority of your website. The more your content is engaged and interacted with, the more likely the search engines will take the cue that you have something that viewers want.”
However, overt promotions should not be too obvious. According to a recent Facebook user survey, some posts may feel too promotional, such as posts that push people to buy a product or install an app, posts that push people to enter promotions with no real context, and posts that reuse the same content as ads.
White also recommends using video (two out of three US consumers watch online travel videos when thinking about taking a trip, according to Google) and ensuring that websites are mobile optimised.
[image courtesy Visit Faroes]