100 Years of Advancing Destinations

10 Content Strategies To Improve DMO Organic Discovery and SEO

Author: Guest Stephanie Leonard
Posted: June 08, 2015
Blog Topics Covered:

GoalsThe travel industry grabs the attention of billions of consumers each year. According to US Travel, 2.1 billion Americans traveled in 2014 alone. That’s a lot of attention!

Additionally there’s a lot of competition for the attention of these travelers. In fact, on average, a traveler visits 38 sites before booking a vacation. As a result reaching potential visitors for many DMOs can be a daunting task.

To help break through the noise here are 10 tips for DMOs to improve organic discovery and SEO and thrive on the tourism front: 

1. Optimize Images

Using images to become more search friendly is both simple and extremely effective. 

This can be achieved in many ways. First, be sure to to add a descriptive file name. For example, instead of keeping a file name to Image1.jpg, use visit-niagara-falls-in-winter.jpg. In addition, write an Alt Tag when uploading to your site. Include relevant keywords that are important for the description, but be brief and keep it under 100 words. The final tip is to provide context to the image. Include a caption that further details the image and its importance.

2. Search for Google Keywords 

When deciding on new content to create, do your research first. Use Google to search terms and see what comes to the top of the list. Tools like Google Trends will also help you decide what people are searching for and talking about. Aligning your content with popular keywords will help you become more discoverable on search engines.

3. Make Social Media Your Best Friend

Twitter, Facebook, Pinterest, and all other social networks can drive your organic growth through the roof. Engaging in conversations and sharing your content is one of the easiest ways to drive traffic to your site. 

4. Use Data to Your Advantage

Here at Travefy, we use Kissmetrics to truly understand where our site traffic is coming from. Similarly, tools like Google Analytics can show you where your visitors are coming from, what content is performing the best, and other analytics to help you define what’s working for your site and what’s not. 

Using these tools will also help you see what searches are bringing traffic to your site. This can help you decide where to focus new content development.

5. Increase Backlinks 

Adding backlinks to your site is one of the most easy and effective ways to increase SEO. Doing so increases your relevancy and opportunities to discover your DMO.

You can achieve this by working with bloggers on reviews, testimonials, and other topics. 

6. Invite Guest Posts

Letting businesses, bloggers and other guests write posts can be extremely effective when driving organic traffic to your site. What makes these posts so successful is that you’re giving influencers the opportunity to easily share content from your site, gaining new eyeballs and creating new engagements.

7. Develop a Cohesive Content Strategy

Driving organic growth is more than leveraging successful SEO. You also want to be sure that you’re creating quality content and doing so consistently. Starting with a content strategy plan will set your company up for organic prosperity. You can use this free content strategy plan template from Hubspot to get started.

8. Use a Content Calendar

Align a content calendar with major events that affect your audience. Think about creating content around the holidays, seasons, or whenever your city / region is at peak visitors. This not only makes your posts relevant, but will help drive SEO. 

9. Know When to Publish and Promote

Along with your content calendar, decide what days your posts will go live. Also determine when to deliver your content via social media channels. Research times that your audience is most active on social media and promote accordingly. Use a social media management tool like Hootsuite to schedule posts and keep your social activity thriving.

10. Use Mixed Media and Optimize It for Sharing

Create content like infographics and videos that are easily shareable to help give your social media more clout.