Category Archives: Digital Marketing

Everyone knows the basics of SEO: use keywords, write great content, get backlinks, keep your site speedy. But what about the less obvious stuff? Those subtle signals that can give your website a quiet nudge up the rankings while your competitors are still obsessing over meta tags and blog lengths?

Here’s a look at a few clever, lesser-known SEO 'hidden secrets' you might not have thought of, the kind that layer nicely on top of your existing efforts and can make a real difference to your digital visibility.

1. Reply to Google Reviews with Purpose

One of our clients recently asked if adding keywords into their Google review replies helps with SEO, and the short answer is yes, a little!

While Google doesn’t directly score the text in replies the way it does for your...

Definition of a Search Engine

As AI and social media has evolved, “search engine” no longer just means Google. The definition of a search engine is now about how travellers find trust, inspiration, and the confidence to book. Whether that’s through a 30-second TikTok, a Google AI summary, or an AI chat conversation that builds their itinerary - search has become more conversational and human.

Today, “search” happens everywhere. And for tourism businesses, that means you need to know where your potential guests are looking. Let's have a look at where they are searching, and the typical behaviour of different generations.

Google’s Not Gone But It's Evolving

Google still dominates much of the discovery and booking process, but how people use it has evolved. With AI...

The way people find information online is changing, and your content needs to adapt with it. AI-powered search tools like ChatGPT, Google’s AI Overviews, Gemini, and Perplexity are new ways for travellers to help them research travel options. Instead of scrolling through a list of links, they’re asking questions and getting neatly packaged answers, often before they’ve even seen your website. Check out more on this in our article about the Evolution of Content.

So what does this mean for your business? It means your digitial content has to work in new ways to be picked up by AI. Fortunately, the foundations are the same as good SEO, and allows you to think more like a human!

Here are 8 content tips that gets noticed in the age of AI search.

1. Answer Questions...

Big news from the digital world: Instagram content from Business accounts is now being indexed and displayed more prominently in Google search results. In other words, your Instagram photos, Reels, and posts have a much better chance of showing up when potential travellers are searching on Google.

For tourism businesses, this is another example of the evolution of content, and is a golden opportunity!

What’s Changed?

Until recently, your business content on Instagram lived and thrived inside the app, but it wasn’t always easy for Google to pick it up. Now, Google is giving public Instagram Business content more visibility in search results, meaning travellers don’t have to be logged into Instagram to stumble across your posts.

That means every public Instagram post is...

If you're a tourism business trying to stand out online today, you’ve likely felt the challenge of producing content that actually gets noticed. The right content done well will help to drive visibility, trust, and engagement across every digital channel. But content has evolved and the way we plan, create, and share it has to evolve too.

When putting together content you need to consider how to:

• Reflect your brand identity
• Satisfy Google’s ever-changing search algorithms, AND AI search platforms
• Connect meaningfully with your audience

Here’s a look at how content creation has changed across three key perspectives: SEO, social media, and AI, and why storytelling is the common thread that can tie it all together.

1. The SEO Perspective

Then:

SEO used...

We often hear how tourism businesses and destination marketers should use storytelling techniques to connect with their audiences and entice travellers to book. But what does it actually mean, and how do you go about it in an authentic way that works? 

We delve into these questions and more in a webinar dedicated to Storytelling for Tourism, complemented by a comprehensive eBook to support your storytelling strategy! These key resources will uncover the following key insights and tips:

• Why storytelling is essential in tourism
• The impact of a well-told story
• How to define your brand’s unique narrative
• Tips to resonate with your ideal audience
• Visual storytelling
• Storytelling across digital platforms
• An actionable plan to bring it all together

Watch the...