In ContentGoogleSEO

There is no doubt we’re in uncertain times. But as destination marketers, how we act now and prepare for the future will set us apart when this turns around.

Continuing to optimise now means you don’t have to fight for your spot back into search engine rankings in the future. Similar to the stock market, you only lose when you sell low. Knowing this situation will continue to be quite dramatic for travel and tourism for the foreseeable future, it’s in all of our best interests to re-evaluate our marketing plans today and review strategies for services such as SEO, paid media, CRO (conversion rate optimisation), content and other digital marketing activities.

SEO, CRO, and Content Continuity

As services such as SEO, content maintenance and CRO (conversion rate optimisation) are a long game, what we should be doing now is focusing on optimising for the future. Now is the time to improve the overall quality of our websites, adjust content strategies and create a better user experience. SEO particularly is a dynamic and competitive space that requires constant diligence.

Here are steps that you can take right now:

  1. Conduct a basic SEO health check-up. This includes crawl error checks, regular content updates, on-page optimisation, analytics health checks and other ongoing SEO activities. With more of the workforce conducting business from home, we can estimate that workdays will become more flexible and both personal and business searches will occur throughout the day. Organic traffic is already the number one source of traffic for DMOs, making up more than 53 percent of all visitor sessions on average. The space is fiercely competitive, but with proper shepherding and nurturing, you can mitigate potential drops, making the road to recovery easier.
  2. Create a content plan that positions your DMO as the source of truth for your destination. This can come in many forms such as consistent content and regular email communication, and can be optimised for location. Alongside this, be sure to update restaurant and event landing and detail pages with notices featuring up-to-date information (including closures, takeaway/delivery options, etc.). 
  3. Provide content with social-distancing-friendly activities and useful resources. Visit Bristol's 'Bristol from Home' page is a great example of this. They have done a great job of showcasing everything on one landing page including a virtual tour, games and activities to do at home, restaurants offering delivery and a 'Pay it Forward' section with vouchers, giftcards and donations to support the local tourism industry. 
  4. Review product content - now is a good time to ask providers to improve their details.
  5. Start planning for your future paid media campaigns if appropriate. Once this crisis has been averted most will desire to escape from being 'locked down' so optimising for last minute keyword queries, staycation terms and road trip terms may be a good strategy for both SEO and paid media once the restrictions are lifted.
  6. Test for overall user experience. Using CRO to test for what works best, especially those centred around growing your email lists, are more important now than ever. Short-term decreases in traffic mean every visitor counts even more now so optimising user experience proactively means the system is well-oiled for the future.
  7. Prepare stakeholders for changes in 2020 KPI expectations. A great way to do this is by making sure that you are tracking all data in your system as consistently and accurately as possible, including ongoing event cancellations. 

This crisis will end, and we should encourage our providers and stakeholders to think beyond the current situation. The desire to travel will no doubt return, perhaps stronger than ever. Use this time to communicate thoughtfully and tactfully with your audiences to ensure you and your partners are prepared for the future.

To find out more about how your team can prepare for recovery with the optimisation of your digital marketing efforts, contact your Account Manager.




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