Cover Story: In Search of Rejuvenation
SEO From the Outside In
Even American director Woody Allen can be an SEO boon. Allen’s 2008 film, “Vicky Cristina Barcelona,” displays the Spanish city in a way that the 1992 Olympic Games never did. Speaking of Spanish sports prowess, Americans began to take notice because five Spanish players currently play in the NBA, and the Spanish National Team won a silver medal in the 2008 Olympics.
For Portugal, fado singer Amália Rodrigues is making even the non-Portuguese drift into “saudade,” which Alves characterizes as: “That romantic and uniquely Portuguese longing to return to a time that exists in our cultural memory and not at all in time … a longing to be and exist in a better place, and to revive a past that perhaps never existed at all.”
Then add in Gwyneth Paltrow and Mario Batali’s PBS cooking (and eating) show “Spain … on the road Again.”
What does all this equal? Marketing opportunities, Piñanes says. And higher search engine rankings.
Basically, all of the outside influences mean that when third-party sites, including YouTube, play the Rodrigues music videos, or the NBA site mentions Spain, it causes PortugalSpainBoth.com’s site rankings to organically rise as potential tourists check out the referenced countries.
Leaving little to chance, though, Piñanes plans to cement more partnerships this year that will enhance SEO and increase tourism.
“The power of [the] Internet for us is very, very important,” Piñanes explains. “[So] we try to empower our marketing online, especially with alliances with the most important portals … in cooperation with other partners, tour operators, important companies.”
In addition to strategic partnerships with U.S. travel agent networks, including Virtuoso of Fort Worth, Texas, Signature Travel Network of Marina del Rey, Calif. and Travel Leaders of Eden Prairie, Minn., Piñanes is working to ensure that more comes to Americans’ minds when they think of the Iberian Peninsula than the running of the bulls in Pamplona.