Tag Archives: SEO

How destinations can prepare for 2021

Posted on Tuesday, September 1, 2020 by Ben Jones

While this year has posed incredible challenges to travel and tourism, effective strategies have helped destinations navigate the storm. As we plan and craft strategies for 2021, it will be important build on some of the lessons learned this year—here are some things destinations can use to help speed the travel recovery in 2021.

Imagery

Strong images speak, inspire and motivate and are integral to any destination marketing effort. In 2020 they took in an additional role: reassurance. Destinations used images to communicate their measures to keep travelers safe and the beautiful open spaces and natural areas that allow travelers to responsibly enjoy time outdoors. Travel and the priorities of travelers have changed, and these images will have continuing value next year and beyond. Now is the time to continue to invest in photo libraries so you have appropriate and effective images to sustain your communication efforts throughout the year.

Social media

Social media channels this year allowed destinations to continue conversations with travelers who were temporarily unable to take a vacation. From fun quizzes to local scenes that offered tranquility, this was a time when inventive content was especially welcomed. As businesses reopened, social media helped promote businesses that are so important to the economic wellbeing of destination communities—lodging properties, restaurants, retailers, and service providers. Many people will be working from home for the foreseeable future, which presents a continued opportunity for social media. For example, some commuters who where behind the wheel listening to the radio for more than an hour a day will now be engaged online during that time. Others will be on their social media channels at times when they might have otherwise been occupied with business in the office. Continue to invest in the conversation.

SEO

Websites are a key source of information for travelers, but to be effective they must be discovered. There’s a lot of competition for audiences, and going into 2021, it’s critical that websites be optimized to connect with potential travelers. This is the time to make sure pages are loading quickly and links aren’t broken. Content drives traffic, so now is also the time to make sure you’re providing the content travelers are searching for. Outdoor experiences, like parks and places to hike, were huge drivers to destination websites in 2020. Those topics are likely to continue to be important in 2021—monitor your traffic, invest further in the content that’s performing and use it as a vehicle to inspire people to travel. Be mindful of the kinds of searches people are conducting and answer their questions with your content. Is it safe to travel right now?  Are the restaurants open? Where can I find a place to hike?

Link Friday: The Why Infographics Work Edition

Posted on Friday, April 19, 2013 by Brianna

Infographics seem to be all the rage right now. And it makes sense: in an era of information overload, consumers respond favorably to imagery. Here’s why infographics work:

Infographics appeal to consumers senses in ways that basic text cannot. Consider implementing an infographic into your next project.

Link Friday: The Why You Should Be on YouTube Edition

Posted on Friday, April 12, 2013 by Brianna

Facebook? Check. Twitter? Check. Pinterest? You’re probably on that too. But what about YouTube? We all know that YouTube is known for its immense user presence, but what potential does the platform have for your brand?

Link Friday: The Intern Edition

Posted on Friday, April 20, 2012 by Alan

I want to send a shout out to our interns today: Sam (web) and Lindsey (photo), who have been around for a few weeks, and Madison (social media), who started today.  We’re excited to have you all on board at P&BHQ.

(And I promise I’ll stop asking you all to go get me coffee.)

Anyway, here are a few links to share on this gloomy Friday afternoon in Wisconsin’s capital city:

That’s all for us. Have a good weekend, everybody!

Link Friday: The It-Felt-Like-It-Should-Have-Been-Friday-on-Thursday edition

Posted on Friday, January 27, 2012 by Alan

Long, busy, productive, successful week over here at P&B. I think I may sleep through the entire weekend.

Anyway, on to the things we liked this week:

  • Facebook rolled out its new Timeline look for all users this week. (I’ve had it for a while and like it, but don’t use as many of its features as I should/could.) Brand pages are still waiting for the new format, but PR Daily says Timeline could have a huge impact if it’s rolled out for businesses.
  • Sticking with social media, here’s a list of 11 deadly social media “sins” put together by the folks over at ClickZ. (I’d like to say I’ve never done any of these, but I like to be up front with my readers…)
  • Kindra put on her hipster glasses and let us know about this super-cool annual report from chic eyewear retailer Warby Parker.
  • Ericka (aka E2) shared this infographic — in handy periodic table form — breaking down the do’s and don’ts of SEO (search engine optimization).
  • And if you didn’t see it, we did a super-awesome infographic of our own this week.

That’s it from P&BHQ. Until next week!

I’m a Cutting Edge Marketer, Right?

Posted on Wednesday, March 23, 2011 by Alan

Facebook Places, Yelp and Foursquare are technologies P&B is watching closely.

After months of painful persuasion, you did the impossible. You finally convinced your board that your destination belongs on social media. It took every ounce of marketing clout your department could muster, but you talked those fuddy-duddies into a Twitter account, Facebook page, and your very own blog.

Now you’re reaching travelers where they’re comfortable. Young people love your snappy updates and comment on every morsel you offer up. You’re sending Tweets faster than Charlie Sheen on a late night bender. It’s been a long, muddy, uphill battle. But you, and your destination’s future, are the big winners.

That’s the good news. Now here’s some bad news. The battle for new technologies in destination marketing is just heating up. And those victories you’ve won? They’re just round one in an on-going war over the future shape of destination marketing. Here’s a glimpse at three new technologies your destination probably isn’t worrying about, but will be soon:

SEO: Search Engine Optimization. SEO is the practice of improving a website’s natural (or organic) search engine ranking. Say you’re a great destination for trout fishing. You’ll want to show up on the first page of Google results (and preferably in the first spot), whenever someone searches for “trout fishing.” SEO agencies optimize website copy, title tags, build links and assess the competition in order to move your website up.

Checking-in: Location-based software is the future for social media. To check-in, people use their GPS-enabled smart phone to connect with a local server, “checking-in” with a local place, which sends an update out to social networks. Check out this contest Gap ran a few months ago where they gave away a pair of jeans to people who checked-in with Facebook at a Gap store. Think about how your destination might use these check-ins for giveaways, promotions or even surveys.

QR Codes will someday make conventional coupons obsolete.

QR codes: Again, a mobile feature, these codes can be scanned by newer generation smart phones. Once the code is scanned, the user’s browser can be sent to a website of your choosing. QR codes are already being used for scavenger hunts, coupons and even nutritional information.

Here’s the thing about new media: it’s still a giant question mark for destination marketers. Because even if you’re on top of the next big thing (like Facebook or Twitter), the thing after that (SEO, checking-in, QR codes or something completely off the radar) is coming. And it’s coming fast. Do you have someone on the lookout for it?