==content_digital==

Category Archives: Google

Digital Trends 2017 Part 2: Interactive Content

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Digital Trends 2017

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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Tomahawk Whitepaper: Online Distribution

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It's time to throw away previous models of online distribution! Tomahawk Director and tourism marketing expert Gina Paladini presents the drastic changes in online distribution for tourism, and how your business can stay ahead of the curve.

Download the whitepaper as a PDF

Let’s start by looking back to the 1990 era of travel distribution.

 

“Those were the days.” The distribution chain was an easy, single flat line with the novel addition of a supplier having their first website.

 

Today the available distribution "chain" is more like a bicycle wheel with spokes than a chain!\

 

The increase of distribution channels options requires an deep understanding of your customers, and which channels are best for each stage of the travel purchase...

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No more right-hand side ads - what do the Google changes mean for me?

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Over the past month Google has changed the way Adwords is displayed on desktop search results. Have you noticed the difference yet? Here's how the changes may affect your business.

What changed?

Empty Right Hand Side Google Adwords

  1. No more text ads shown on the right-hand side.
  2. Up to four ads are now shown above organic (natural) search results – when previously the maximum was three.
  3. Three ads are also now shown at the bottom of the page.
  4. This means the number of maximum text ads has been reduced to seven whereas before there could be 11.

Why did it change?

Many people will say the answer is money, but by removing the ads on the right, Google has created a cleaner user experience that is more consistent with how mobile search is displayed. The right-hand space is also now used for other...

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What is Remarketing and Why Should I Care?

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Learn how to recapture visitors who have abandoned your website and turn them into bookings!

Why Is Everyone Talking about Remarketing?

Introducing New and Returning Traffic

There are two types of traffic that comes to your website: “new” and “returning”. If you have the chance, login to Google Analytics and take a look under Audience > Behaviour. How does your new and returning traffic compare?

New Vs Returning Traffic in Google Analytics

Commonly, you’ll find your returning traffic stays on your website longer, viewing more pages. This is because the people who have come back for another look are those who are more interested in your product or service. Hence, your chances of converting returning traffic into a lead or sale is higher than with new traffic.

Therefore it makes sense to increase your returning traffic by encouraging more visitors back...

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Virtual Reality Tourism and the Rise of Google Cardboard

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We’re just a few short months away from professional virtual reality (VR) headsets to hit the consumer market in a storm of holiday promotions, and the future is here.

 

 

Google Cardboard  - Free Consumer VR

 

Google Cardboard, an approximately $20 box frame with plastic lenses, went on sale this year as a proving ground for this new technology and it’s been a wild success. Google brings the concept to anyone who wants to explore the new tech, with free designs for the cardboard headset also available on their website. Reminiscent of the red plastic View-Masters of the late 1980’s, these cardboard boxes have a simple slot for a cell phone. All you have to do is download a VR app to a smartphone and the world of virtual reality is in your hands. 

 

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Good bots, bad bots and ghost spam

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You may have noticed lately that there has been an increasing amount of odd-looking referral websites cropping up in your Google Analytics reports. This is known as referral spam.

Whilst this traffic doesn’t normally harm your website, it can skew your web traffic analytics because they often have a low visit duration and high bounce rate (yuk!).

There are three types of spam traffic - here’s what it is about and how to deal with it. Maybe grab a cuppa tea first because, let’s be honest, this isn’t the most exciting thing you’ll ever read.


1. Well behaved bots

A "bot" is an automated computer programme that visits your website to gather information, e.g. a search engine bot crawls your site to determine how to rank it in results.

Many of these bots – aka “spiders”...

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