Clay Shirky once said, “It’s not information overload, it’s filter failure”.

Google cornered the filtering market for content on websites through search engines. Bringing back the most relevant content based on user intent. The intent is based on keywords, geographic location, past search history and more to personalize.

Search Engines
By creating lots of good content about your destination or business, you can tap into niches. Niche interests, ranging from experiences to niche criteria for a hotel amenities. The long tail theory will tell you that all these small niches will add up. Organic Search on HelloBC.com accounts for more than 50% of traffic and the increase in quality content has increased organic traffic by well over 100% in two years. In August 2010, over 150,000 unique search queries drove search engine traffic to HelloBC.com.

Outbound vs. Inbound

I’ve been listening to people talking/complaining about media fragmentation, information overload and the challenge to reach their audience.

Yitzhak Rabin, former prime minister of Israel once said: “If you have the same problem for a long time, maybe it’s not a problem. Maybe it’s a fact.”