by matt robert, Talk creative
Is your tourist attraction making the most of SEO to impact search rankings and meet your ticket sales and visibility goals? The data says no.
Now, more than ever, it is imperative that tourist attractions invest in efforts to develop and target their audience. Today, the best way to achieve this is to invest and apply a digital marketing strategy that works. But what exactly do attractions digital marketing efforts look like? 2022? And, does your attraction correctly identify the tactics that yield the most success in attracting visitors, selling tickets and increasing awareness of your cause?
Speak Creative recently created a report on the state of strong, data-driven digital marketing, specifically focused on the attractions industry. The report combines survey responses compiled from a national sample of attractions on their marketing plan, projections and goals for 2021 and for 2022, and live website data aggregated from dozens of tourist attractions across the country.
Tourist Attractions & SEO
The final report shows that most attractions are well aware of the importance of having a solid marketing strategy. These attractions are taking the right first step by allocating time and resources to grow their online presence.
However, we also found that the data suggests there is a gap between what many attractions see be their most valuable marketing channels and what in fact does the heavy lifting: driving the most traffic to an organization’s website, driving the most ticket sales, and promoting important events.
In fact, there are several marketing channels that consistently deliver great results. Yet the report demonstrates that these are only used by small percentages of attraction organizations in their marketing plans.
Survey respondents indicated that they perceived the most important channel in their marketing efforts to be social networks. However, digging deeper into the data, social media actually ranks significantly lower than other marketing tactics for bringing visibility to attractions and driving traffic to their websites. These are imperative factors in achieving what survey respondents overwhelmingly considered their most important marketing objective: ticket sales.
Where does website traffic for attractions come from?
On average, 52% of attractions web traffic in 2021 came from organic search. Organic search refers to traffic to your site from unpaid search results on Google and other search engines. This percentage is even higher than the non-industry specific average of 40%. This makes sense, considering a few other major factors:
Every day, 34% of consumers use the Internet to search for a local business. 93% of all consumers said they had done so in the past year.
For attractions, being high in search rankings is vital. 62% of local and out-of-town visitors go online first to find inspiration for their travel and weekend plans. Additionally, 14% of all travel-related searches are centered around booking entertainment activities. For example, researching what to do for fun, or at an affordable price in a particular area and buying tickets.
Obviously, one of the best ways to drive website traffic and convert that traffic into ticket sales is to be easily searchable and rank well on Google. It’s entirely possible to impact your search results and ensure your organization stays at the top of the first page of searches for relevant keywords. But the only way to do that is to invest in search engine optimization (SEO).
Speak’s report suggests that strategically leveraging organic search through SEO is one of the most effective ways to target the right audience to your site and ultimately your visitor drive.
Much less web traffic comes from social media and other channels. Our report found that only 4% of attraction traffic comes from social media. Yes, social media is imperative for brand awareness and should never be abandoned. But if you’re prioritizing social media budget allocation over SEO and paid media this year, that may be a point to reconsider.
Search Engine Optimization
If SEO (search engine optimization) is the single most important way to drive traffic to your site, it’s surprising that so few organizations take advantage of it.
In fact, only 40% of tourist attractions that responded to our survey said they had invested in SEO in 2021. When asked what respondents considered most important to their marketing efforts, SEO ranked 5th out of 6 marketing tactics.
Obviously, however, there is an efficacy to this. Of the 40% currently investing in SEO, ALL said they plan to invest in SEO again in 2022. Organizations that prioritize SEO are seeing a great return on investment.
If you don’t know how to best use SEO because you’re not sure what you should optimize for for, Speak Creative’s marketing experts are here to help. Truly optimizing your attraction’s SEO strategy can be very simple. You can implement or improve a few simple factors to dramatically increase your search rankings and visibility.
Want to learn more about improving your SEO and overall digital marketing strategy in 2022? Download full Speak State of Digital Marketing Report for tourist attractions.
We hope this report helps you get the most out of your marketing efforts this year. Compare the data to your own plan. Does it fit or are there areas for improvement?
Work with experts on tourist attractions SEO
Not sure where to start with marketing? Working with an agency that knows your industry and has had great results helping attractions achieve their goals can be a good place to start.
Speak Creative has an expert in every seat, from content marketing to SEO. We’ve worked with all kinds of attractions to help them stand out from the competition and attract more visitors. Find out how to get in touch here.