Imagine if you were the tasked with running the website to promote a popular seaside tourist spot, and you couldn’t be found on Google. Well that’s what has happened in Skegness, and it looks like they are hoping offline brochure print advertising will help.
The tourist board manager was alerted to the situation by a local marketing firm who ran a story about it on their website. It would appear that it has made a few people a little hot under the collar, as we are led to believe that a call was swiftly put into the firm to see if they could help the tourist board website.
Alison Macdonald the East Lindsey District Council’s tourism manager was quoted as saying “We are aware of the website’s position in the Google rankings and would welcome any advice Mr Dixon can offer in improving this,” It was Brett Dixon, an SEO expert that highlighted the failings with the website and the fact that it currently languishes on page 19 of Google for ‘Skegness’ based searches.
The top five organic links on Google receive between 50 and 70% of all of the clicks from searchers, and currently the results are dominated by privately funded, advertising revenue generating websites, which Mr Dixon fears could be off-putting to visitors.
Whereas rival resorts such as Brighton and Blackpool’s top results are publicly supported websites, featuring regularly updated promotional material, the sites topping Skegness’s search results contain a lot less information, some of which is out of date or inaccurate.
Mr Dixon believes that in order to capitalise on the 368,000 internet users searching for Skegness each month the resort’s official website should feature among these high rankers to offer potential visitors an enticing array of what the town has to offer.
He is quoted as saying that “A modern and fresh approach is critical – without it Skegness may find itself joining the ranks of HMV, Blockbusters and the other brands that didn’t take full advantage of the internet to promote their product.”
Ms Macdonald felt there were already a number of promotional websites ‘all with credible information’ but hoped Mr Dixon could help elevate the council’s official website into the top five search results.