Thank goodness for Google searches and blog posts.

So, I find myself regularly convincing clients of the power of organic search optimization and native content. Sometimes, I feel like I’m just singing the song of every marketer but this trip to Spain is living proof that “IT WORKS”.

In between a couple of work assignments, I had a few days in Lisbon and Barcelona. Traveling alone, I am dependent on Google for ideas, maps and reviews … and of course the few locals I dare to ask.

Many people have an objective/focus as they travel; photos of doors, shopping for shoes, visiting the top 5 sights etc., you get the picture. I look for gluten free restaurants, bakeries and day hikes.

In my quest to consume as much GF (gluten free) cake or bread in Europe as possible, I’ve been known to walk at least an hour to find the best GF cake. In fact, last fall on a work assignment in Paris, instead of taking the Metro, I walked from the hotel to work in order to pass the GF bakery; the eclairs were worth it. This fall, I walked one hour to visit Jansana in Barcelona – there was no stopping me from stop ordering seconds?!  Both of these places were found on blogs written for GF travelers, hence the value of a blog and organic content.

My time off also included a 10-mile hike from Garraf to Sitges along the GR92. The GR92 is part of a labyrinth of trails along the coastline of eastern Spain. It was a hot and dry hike but the arrival in Sitges and subsequent dip at the beach was so so worth it. My point about organic search is this – I had never heard of the GR 92 or Sitges. I did a quick “day hikes around here” and voilà I was on my way. Train to Garraf, downloaded the trail app and off I went.

So, I hope this is not too obvious but I am firmly convinced our marketing hours and dollars need to focus on useful engaging content that ranks well in both organic and paid search.

In the meantime, I will continue my quest for light and creamy GF cakes and challenging and picturesque hikes. ¡Hasta la vista babe!!