The year 2021 has been a lot more hopeful than 2020 for the travel industry and destination management organization (DMO) websites in particular — but it’s still been a wild ride. Web activity on the nearly 300 North American DMO sites has gone through several phases, as documented by the…
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This is part four in our four-part series exploring the data destination marketers need to consider at each stage of the “Awareness-Interest-Desire-Action” funnel. With the first three steps complete, it’s time to look at how we might measure a post-coronavirus recovery in travel in your…
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This is part three in our four-part series exploring the data destination marketers need to consider at each stage of the “Awareness-Interest-Desire-Action” funnel. Having previously covered metrics for assessing traveler awareness of your destination and their interest in coming to it, we can now…
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This is part two in our four-part series exploring the data destination marketers need to consider at each stage of the “Awareness-Interest-Desire-Action” funnel. Click here to read part one. In the first post in this series, we looked at a digital marketing metric for measuring a DMO’s…
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This is part one in our four-part series exploring the data destination marketers need to consider at each stage of the “Awareness-Interest-Desire-Action” funnel. As destination marketers, you have a lot of different responsibilities, which potentially means you also have a lot of different metrics…
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Any SEO will tell you that the content underneath the SEO techniques has become ever more critical over the past decade. This is by (Google's) design: ultimately, a good search engine algorithm seeks to understand and rate content the same way that a human mind would, and the major players in the…
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In a time when many destinations are struggling to maintain their website traffic, one sector of the industry seems to have regained their pre-COVID traffic levels. When we isolate organic search traffic to southeastern U.S. destinations from visitors located in fly markets (more than four hours…
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When marketers look for trends in their search traffic, they often go right to keywords and content to look for explanations. Those are often among the best places to start, particularly since you, as a digital marketer, have direct control over them. However, one place it may not be obvious to look…
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Even casual Google users have probably noticed how much the Search Engine Results Pages (SERP) have changed over the past couple of decades. The iconic blue link, green URL and black description text have gone from the only thing in the search results to the most basic thing, with a lot of other…
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A domain is to a website what a street address is to a business. That is, it's not the thing itself, but it tells you where to find it -- and maybe even a little bit about what to expect inside. And, just as a business moving to a new location is a complicated process that can cause disruptions…
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