The Effectiveness of Search Engine Optimization Practices in Promoting Turkey's Tourism Destinations. A case Study of Tourism Destinations in Istanbul City

Abstract

This study examined the effectiveness of Search Engine Optimization (SEO) practices in promoting Turkey's tourism destinations, focusing specifically on Istanbul city. Recognizing SEO as a crucial digital marketing tool, the study significantly contributed to the understanding of how SEO influences the visibility and attractiveness of destinations online. Employing a descriptive survey design, the research evaluated SEO practices on a representative sample of tourism-related websites in Istanbul, including official tourism websites, hotel sites, and travel blogs. The websites were analyzed based on established SEO parameters such as keyword usage, meta tags, backlink quality, website speed, and mobile optimization. The study also performed a comprehensive SERP (Search Engine Result Pages) analysis to gauge the visibility of these websites in organic search results. User engagement metrics such as bounce rate, time spent on the site, and conversion rates were studied to understand the effectiveness of the websites in attracting and retaining potential tourists. Furthermore, surveys were conducted with potential tourists to glean insights into their online search behavior, the perceived credibility of high-ranking websites, and their likelihood of visiting a destination based on its online representation. The findings revealed a strong correlation between effective SEO practices, high SERP rankings, and positive user engagement metrics. The study concluded that well-implemented SEO strategies significantly improved the online visibility and credibility of Istanbul's tourism destinations, thereby attracting a greater number of potential tourists. The findings underscored the necessity for local tourism businesses to invest in building SEO expertise and resources to capitalize on the potential of digital marketing in promoting tourism. Keywords: Search engine optimization, turkey's tourism, Istanbul tourism destinations, digital marketing in tourism, online visibility