Adirondack Regional Tourism Council - Seo/smo Proposal
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2Adirondack Regional Tourism Council – SEO/SMO Proposal
Opportunity: Currently there are very few “blogs” in the Adirondack niche, probably less than 5
“influential”. Many destinations are now incorporating blogs into their information portfolio.
More than three-quarters (76 percent) of corporate blog owners said web traffic to and "media
attention" on their company increased because of the blogs...
“A corporate blog is a blog published by or with the support of an organization to reach that
organization's goals”
Concept: A Social Media Optimization Program, in conjunction with a successful Search Engine
Optimized website will enhance our site's visibility, aggregate existing and new content related to our
niche, retain existing visitors, and draw in new visitors.
The Adirondack brand does enjoy a mythology and recognition not associated with more generic
destinations. Most of the activities in our region are considered “high involvement” and already have
large online communities – many are even Adirondack specific.
Brand Mythology: Myths are narratives about divine or heroic beings, arranged in a coherent system,
passed down traditionally, and linked to the spiritual or religious life of a community, endorsed by
rulers or priests.
Our Task: not to create desire—but to channel and direct it.
Goal: Establish and reinforce the region as an authoritative and influential source of information. To
utilize this new communication channel to further the region's business interests. Create, manage, and
respond to “community”.
Benefits of a Branding/Sales Blog
We become the “expert” and/or gather up the experts on our site.
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Develop “customer” relationships, receive and respond to feedback, monitor and join
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“conversations
An active PR channel where interested media seek information – both for destination and
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organization
Enhance internal organizational collaboration
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Creates a location to “warehouse” our niche's “knowledge”, useful for both internal and
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external users
Boost “regular” website's search engine ranking
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Revenue opportunities
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Implementation:
Establish a new SMO based website (Open-source blog platform – Wordpress)
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Building Viral-Worthy, Authoritative Content (Linkbait) – articles, blog posts,(40%) -
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evergreen and fresh
Monitor and Participate in Online Communities, Forums, etc. (10%)
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Integrate Web 2.0 features – commenting, external content aggregation, wikis, forum, other
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Parent category: Business