A Tourism Operator’s Guide to Social Media Part 4: How important is social media to your SEO? Who’s there to help?

Firstly, what is SEO and why is it important? In layman’s terms Search Engine Optimisation (SEO), is the process of making improvements on and off your website in order to gain greater exposure in search engine results i.e. Google, Bing and Yahoo.

What do search engines like Google have to do with social media? A LOT.  Search engines, especially Google, have changed the way they rank/display search queries/results since the last major update was released in May 2013.

What this means is that social media is playing an important role in how your search engine results are determined.

How? Well, Google in particular is paying specific attention to the “authority” of a website, determined by the number of visitors, including where they are being referred from, which now includes social media channels.

With this advancement, we know that SEO will continue to develop over the coming years. The importance of social media and its role in influencing search engine results, with search engines continuing to index social interactions, referrals and behaviour, remains certain.

It’s important to remember that social media, on its own can work well – however when integrated across all digital platforms and in your SEO strategies, is where its true potential lies i.e. your company website, social share plugins, social media feeds, email signatures, receipts/invoices and e-Newsletters, will all have a bearing in how you will be indexed and measured up when displaying search engine results for keywords and phrases associated with your business.

If you don’t have time to manage your online presence and social media, what tools and/or professionals are available to you, to assist you with your content and your activity?

While there are a number of social media scheduling tools available to assist your organisation with your social media activities across a number of different channels, one of the most comprehensive is Hootsuite.

HootSuite is a social media dashboard that is designed to enable users to manage all their social media channels from one central location, allowing access to your Facebook, Twitter, LinkedIn, Google+, WordPress Blog and other social channels.

This makes it especially easy to post the same link, message, image or video to multiple, or even all your social media channels from the one central location.

The perks?

  • Time!
  • Clear and consistent messaging across all channels
  • Comprehensive and custom analysis of your social media channels

HootSuite is a fantastic organisation tool. It allows you to organise all of your accounts in one location, without having to waste time logging onto different accounts constantly and switching web pages. Hootsuite in particular uses one web page with a series of tabs that represent the different social media streams.

HootSuite can provide some interesting analytics. If you want to know how many people click the links you sent out to your followers and friends, or the number of retweets or favourites you received from a particular tweet – HootSuite can provide this. From there you can see what kinds of content your followers are most interested in viewing – leaving you with more time to find more of the same material to share across your networks.

HootSuite can schedule posts – at a time of your choosing – so you don’t need to be at the computer or on your phone making the post in real time.

Final words

In conclusion, this blog series should give you a concise overview of the ins and outs of social media for those in the tourism sector. We hope you’ve enjoyed the read. Feel free to come back to this reference and revisit the world of social media with us.  Should you have any questions, please don’t hesitate to contact us.


Missed Part 3? Click here.


Leave a Reply

In a recent client survey, Zadro achieved a Net Promoter Score of 91!