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SEO: What’s happening to keywords and rankings?

SEO: What’s happening to keywords and rankings?

A few days ago we published a piece for Tnooz on Google’s latest travel SEO upset, a tweak to the mobile interface which could cause problems for people targeting “short tail” travel keywords. Coincidentally, in this week’s Whiteboard Friday, Rand Fishkin talks about the changing nature of keywords and rankings in SEO – with a… continue reading

Time to turn your email strategy on its head?

Time to turn your email strategy on its head?

Is there a marketing channel more used and abused than the humble email? Email has somehow managed to retain its importance in digital marketing strategy despite becoming synonymous with spam and sleazy, aggressive sales. Perhaps part of the problem with email as a marketing tool is its versatility. Email (when used correctly) can be effective at various points in the customer… continue reading

What is brand publishing and why should content creators care?

What is brand publishing and why should content creators care?

Bloggers working with travel organisations is nothing new. But as the marketing landscape evolves and travel companies start to think and act like publishers, we’re finding exciting new opportunities for content creators and audience builders to work with their industry partners. Travel businesses have a huge need for insights and data on the audiences they’re trying to… continue reading

Travel content strategy & marketing resources

Travel content strategy & marketing resources

A content strategy revolves around two key components: an understanding of your audience & their needs and a map of how your content/channels are mapped to those needs at each stage of the purchase decision. To help with both we’ve developed the following templates. You can save and edit these templates as needed. Buyer persona mapping… continue reading

Are you doing content marketing or just chucking spaghetti at the wall?

Are you doing content marketing or just chucking spaghetti at the wall?

Content fever continues to spread, with travel companies pumping out articles and ebooks, hosting blog trips, posting photos to Instagram and building their email lists, but to what end? We have the faint notion that “content” helps us sell to our audiences, but the actual mechanics behind that process can be less clear. Despite the content… continue reading

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