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Intrusive Interstitial Penalty: Will You be Affected?

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Google has officially announced that they’ve rolled out the penalty that affects pages where content is not easily accessible to the user on mobile. The heads up on this has been on the webmaster blog since August 23, 2016.

The penalty only impacts intrusive interstitial that appear right after tapping the mobile search result. It does not impact pages that come up later. The search engine giant also stresses on the fact that this new signal is just one of hundreds that are used in ranking.

Understanding What Intrusive Interstitials Are

In the blog post, the search engine giant has given three good examples of interstitials that they consider intrusive. The following techniques make the content less accessible to mobile users and will therefore be affected:

  • A popup...

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Digital Trends 2017 Part 1: Mobile is Still the Biggest Focal Point

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Have you jumped on the mobile bandwagon yet? If you haven’t yet, you are missing out big time! Mobile continues its ascend up the ladder of importance for internet users. Most website owners are starting to see the percentage of mobile as a channel grow month on month.

Google is at the forefront of this paradigm shift as they continue to push for the perfect mobile experience. In 2014, they added the mobile-friendly label to search results to help users “find pages where the text and content were readable without zooming in.” While plans for removal of this label are already underway, Google will continue to include the mobile-friendly criteria as a ranking signal. 

Get Started on Mobile

First things first, if you’re not yet mobile-friendly, call Tomahawk now. We can help...

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Digital Trends 2017 Part 2: Interactive Content

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Our big prediction for 2017 is the rise of interactive content. Gone are the days when internet users are happy consuming just big chunks of text. The popularity of infographics started a trend towards content that uses imagery. This year, we will see people wanting to interact more with content – possibly by choosing different paths in that content.

A good example that would bode well for the travel industry is the use of maps. Ahrefs recently published an article related to this, showing how it can be used for link building. It doesn’t have to be overly complicated and can focus on the following: data/research, trending topics, pop culture, funny facts and fully interactive maps.

Another form of interactive content users are just consuming like mad are those that offer a...

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DGiT: The Future of Travel Research

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What if you had access to research data that could tell you where your visitors come from and why they are visiting your location? How would this shape your marketing strategy and your events calendar? Most businesses are affected by seasonality and user demand. For the travel industry, insight into these two factors can drive a year’s worth of planning, dictate your budget and resource allocation and really keep the serious travel business owner up at night. 

Traditionally, there are several ways to gain insight into your user demographics:

  • The old-fashioned travel business would look to their paper-based logbooks, guest portfolios or do the tried-and-tested guest survey prior to check-in.
  • Those who are more financially capable can hire an agency to conduct market research,...

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The New Zealand Earthquake and the Important Role of Social Media

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The earthquake that shook New Zealand just after midnight on Monday, 14 Nov 2016. has been reclassified from a 7.4 to a 7.8-magnitude. The epicenter was traced to the coastal community of Kaikoura northeast of Christchurch. The quake triggered a tsunami measuring 2.49 meters above the usual tide level and sent aftershocks felt across the country.

Roads have been damaged, a huge landslide is currently blocking the road from Christchurch to Kaikoura. The roads from Kaikoura to Hanmer Springs and Kaikoura to Blenheim are impassable. The bridge crossing Waiau River in Christchurch has been affected by land slip and has caused infrastructure disruption.  Schools in the immediate area are closed and damage assessment is on-going.

This has brought back memories of the devastating...

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Guide to Mastering Mobile Phone Video

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Incorporating video into your digital marketing is a powerful way to increase bookings. While we strongly recommend hiring a professional to craft your main website/brand video, you can easily produce ongoing content for your tourism business with your mobile phone camera in 6 steps.

•    According to Google, 45% of leisure travelers booked instantly after watching a video of the travel activity. 
•    72% of business travelers and 74% of affluent travelers booked upon watching a video (Google)
•    62% of travelers want to watch tourism videos, including tours, sightseeing, cruises, hotel rooms, properties and airlines. (Google)

Holding the cell phone

•    Put the cell phone on a flat surface if possible
•    OR brace your elbows against your ribcage to stabilise it

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