DIGITAL MARKETING
So, what is Search Engine Optimisation? Many businesses think that SEO is simply adding keywords to a page. However, it actually covers six core areas, all of which need equal attention. • On-site SEO - this covers the SEO elements on your website itself. Items like page titles, meta descriptions, image file names, ALT tags and the written content of a website.
The power of SEO Marwick Marketing CEO Christian Thomson, explains how to build a steady flow of bookings without busting the bank. Tourism in the south west certainly has its ups and downs but generating a steady flow of bookings doesn’t need to be a rollercoaster. While many tourism businesses have taken to social media in recent years to boost their bottom line - one digital marketing channel still reigns supreme - Search Engine Optimisation (SEO).
Learn more about Marwick at www. MarwickMarketing.co.uk or call on 0117 463 6979 to book a complimentary discovery call.
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TALKING TOURISM
• Off-site SEO - this covers the elements away from your website, most notably, your backlink portfolio. For example, which websites link to you, and how they link to your website. Not all backlinks are created equally, so understanding the difference between the good, the bad and the ugly can pay dividends. • Website load time - there’s no point having an optimised website if it takes longer than a couple of seconds to load on a mobile phone. This will frustrate the end user and search engines will demote your website simply on this metric. Searching for “Google Page Insights” will provide you with a free online testing tool. • Security - just like load time, search engines want to send people to a secure website. Not having a https certificate will directly hinder your ability to rank the website higher.
Each month over 12,000 people turn to Google to search “holidays in Cornwall” compared to 5,400 people searching for “holidays in Devon”. This is nothing compared to the hundreds of variations of search terms people use to research and find their next getaway.
• Citations - when someone searches for “hotel in Falmouth” Google and other search engines reference the entire internet not just your website to locate geographical locations. A citation is a reference to your business online (except your website) that shows details of your business. The more citations you have the better understanding Google will have of where your business is located in the real world.
SEO is simply turning your website into a trusted resource full of unique, upto-date information that is easy to find, fast to load and secure to the end user. In return, search engines like Google will reward you with higher placements and thus more relevant website traffic all year round.
To find out if your website is optimised, there are free tools you can use like www.GrowWithGoogle.co.uk. Just input your website (and a competitor’s website) along with a keyword. Within 30 seconds it will produce a free report showing you ways to improve your website!
SPRING 2022
