How destination marketers can think more like publishers for content and SEO success. Presented at the PRLA DMO Retreat in Harrisburg.

1. Thinking Like A Publisher:
Your Key to Content & SEO Success
Britt Brouse
Digital Strategy Director
Tempest

2. Responsive Web Design
Web Development
Third Party Integrations
TRAVEL MARKETING | CRM SOFTWARE
WHAT WE DO
Tempest is made up of three core operating divisions of DMO-focused solutions.
Digital Marketing
Search Engine Optimization
Paid Search
Programmatic Media
Social Media Marketing
Performance Marketing
Email Design
Branding and Creative
Monetization Services
Destination Management
Housing and Registration
Meeting Space Management
Email Campaigns
e-Proposals
WEB
INTEGRATED
MARKETING IDSS

3. 180+
ORGANIZATIONS ACROSS THE
TRAVEL, TOURISM, AND EVENTS
SPACE

4. WEB | TRAVEL MARKETING | CRM SOFTWARE
HEADQUARTERS:
PHILADELPHIA

5. Britt Brouse
Digital Strategy Director at Tempest

6. ORGANIC
REACH
Is dying….

7. WAY BACK
WHEN
About 3 years ago...

8. DMOs
were sitting pretty
#1 in Google for “Destination Name”
#1 in Google for “Things to Do in Destination”
#1 in Google for “Events in Destination”

9. +10% to 40%
Typical year-over-year organic gains when
DMOs ranked #1 for head terms.

11. BUT NOW… IT’S MORE
CROWDED

12. Where do you think
users will click?

13. DMO
Knowledge Graph Card
Travel Guide
News
Pittsburgh

14. DMO
Knowledge Graph

15. DMO
Knowledge Graph Card
Travel Guide

16. -20% visibility
As Google made these changes, we saw an
average 20 percent decrease in DMO visibility for
head terms.

17. Platformization
The rise of the platform as the dominant infrastructural
and economic model of the social web and the
consequences of the expansion of platforms into other
online spaces.

19. What now?
How do DMOs continue to stay relevant
and visible online?

20. Speaking of
Platforms...
DMOs have a platform too!

21. Your website is
your platform.

22. You are a
publisher.

23. Think like a
publisher.

24. Vision or
UVP

25. Zagat cuts through the clutter of
available dining choices, and guides
you towards the best places, wherever
you are.
Zagat

26. As the most discerning, up to the minute
voice in all things travel,
Condé Naste Traveler is the global
citizen’s bible and muse offering both
inspiration and vital intel.
Condé Naste Traveler

27. DMO Vision or UVP
“We are local experts providing the most
authoritative and up-to-date content about
our destinations. By highlighting must-see
attractions and experiences, we inspire
visitors to discover our authentic culture.”

31. 5 Ways to Think Like A Publisher:
1. Promote Your Destination Drivers
2. Build A Healthy Information Architecture
3. Produce Excellent Content
4. Promote Across Channels
5. Monetize Wisely

32. Destination Drivers
What are the top drivers of visitation
to your destination?

33. Types of Destination Drivers
Events or
Festivals
Attractions Hotels Restaurants

34. Sometimes Destination
Drivers are “intangibles.”

38. Are you “owning”
your Destination
Drivers?

39. Destination Driver
Questions to Ask:
1. How visible is my content in search?
2. Who is my competition?
3. Which content already performs?
4. Where can I streamline content?

40. How to View Your
Search Competition

41. 5 Ways to Think Like A Publisher:
1. Promote Your Destination Drivers
2. Build A Healthy Information Architecture
3. Produce Excellent Content
4. Promote Across Channels
5. Monetize Wisely

42. What is
Information Architecture (IA)?
Organizing, structuring and labeling
content in an effective and sustainable
way, with a goal of helping users to find
information and complete tasks.

43. Audit Your Content to Identify Hub
Pages
Hub
Supporting
Supporting
Supporting Supporting
Supporting

47. A Healthy IA =
Healthy URL Structure
dmo.com/kentucky-derby
dmo.com/kentucky-derby/faq
dmo.com/kentucky-derby/events
dmo.com/kentucky-derby/events/oaks
dmo.com/kentucky-derby/events/derby-festival

48. 5 Ways to Think Like A Publisher:
1. Promote Your Destination Drivers
2. Build A Healthy Information Architecture
3. Produce Excellent Content
4. Promote Across Channels
5. Monetize Wisely

49. Dig in to your
Destination Drivers

50. Go “Long Tail”

51. Long Tail Search Ideas

52. Don’t be afraid to “Go Long”
1,000+ words.

53. Long Form
Content
Data about performance
Source: SerpIQ

55. Create Q&A Content

57. Create the kind of content
you want to read or see.

60. 5 Ways to Think Like A Publisher:
1. Promote Your Destination Drivers
2. Build A Healthy Information Architecture
3. Produce Excellent Content
4. Promote Across Channels
5. Monetize Wisely

61. Your blog is not a silo.

62. Link Across
ALL Channels

63. Call out your
#trending content
What’s trending? What’s getting traction? What’s
new? Feature that content first.

65. #trending

69. 5 Ways to Think Like A Publisher:
1. Promote Your Destination Drivers
2. Build A Healthy Information Architecture
3. Produce Excellent Content
4. Promote Across Channels
5. Monetize Wisely

70. Traditional Ad Native Ad
Native Advertising

73. 4 x’s
Increase in click-through-rates for native
ads compared to display advertising.
Source: DoubleClick Publisher Blog

74. +500 percent
Increase in click-through-rates when
switching from a traditional to native
advertising program. Source: Tempest

75. 4 Benefits of
Native Advertising
1. Provide an improved user experience
2. Show relevant ads in relevant places
3. Drive higher click-through-rates (CTRs)
4. Add value for members and partners

76. We made it!

77. Your Top 7 Takeaways
1. DMOs are the top local experts.
2. Own your Destination Drivers.
3. Use your website as a publishing
platform.
4. Dig in and create in-depth content.

78. Your Top 7 Takeaways
5. Feature #trending and seasonal content
front and center.
6. Promote content across all channels.
7. Monetize in a relevant, impactful way.

79. Questions?
Britt Brouse
Digital Strategy Director - Tempest
britt.brouse@tempest.im
@brittbrouse