As crises emerge, businesses often get scared, leading to rash actions such as suddenly cutting budgets. Such reactions can sometimes make it difficult for companies to survive in the long-term, as massive competitive advantages are often either given up or not courageously exploited. What we have already learned with the COVID-19 pandemic is that consumption patterns are shifting massively towards digital; for example, 48% of all customers plan to maintain these new digital habits. Due to its potential for long-term ROIs, SEO is one key digital channel that companies must embrace immediately to successfully and sustainably overcoming crises as they emerge.
Digital visibility is a precondition for success in the tourism industry. A look at the industry’s high-flyers shows that the strategic interaction of SEO, paid search, content, social media and business intelligence can give rise to a top player in the online market in just a few years.