How to Make the Most of Integrated Search in Travel and Tourism
Integrated search is a strategy for combining SEM and SEO efforts within your destination marketing organisation (DMO) to create impactful results. A true integrated search strategy means analytics, process and people integration, marrying creativity and data to convert lookers into bookers.
A holistic strategy for paid and organic search is critical to maximise conversions, and most marketers have bought into the concept of an integrated search marketing approach. However, if we had to guess, your DMO has separate SEO and SEM functions–either managed by different team members or outside agencies.
Typically, companies and agencies are structured in such a way that separates these two different marketing approaches by skillset–putting the uber-competitive number crunchers and sales-focused marketers on one side and and the content-focused long game players on the other.