I met with two senior executives of a $100 Million company [company X]. During our meeting one of the executives proudly announced that they were implementing a Search Engine Optimization [SEO] campaign by purchasing a variety of key words and phrases using Google’s AdWords program. Google’s AdWords is a great solution and should be used by all tourism marketers for several reasons [here are some]:
1. It’s a low cost solution for driving new traffic to your Website
2. you can test and measure the effectiveness of an infinite number of key words and phrases [that may be used] by your target markets
3. ad [page] impressions are free
4. you can test and measure click-thru ratios on a variety of text-based ads and figure out what works and what doesn’t [and you can generate daily/weekly reports sent to your inbox on advertising effectiveness]
5. key words and phrases can appear from most popular to least popular in selected markets [you can market to the world, and/or selected countries and/or regions]
6. you can use this market intelligence to optimize your website for better search engine positioning
7. setting up an account with Google AdWords is easy - you only need to create a login account and provide a credit card for billing
8. you are in total control of your daily/monthly budgets, and lastly
9. it comes with a suite of powerful tools such as key word generators and search popularity that you use for free.
Using Adwords or other CPC services [Yahoo! MSN, etc] means you are one step closer to achieving your SEO objectives, but keep in mind - this is only one small part of a greater strategy. SEO is much more than pay-per-click campaigns. CPC does not equal SEO. Two resources I often use for SEO are:
www.searchenginewatch.com and www.sitepronews.com
There are many other sites on the Web that specialize in SEO - and many of them can assist you in [better] understanding what is required to optimize your website. However, keep in mind that becoming an SEO expert is a full-time commitment that requires specialized knowledge, skills, expertise and experience. When in doubt - do your research and hire an expert.
