Penguin Update: A Disaster for SEO in Hotel and Tourism Marketing

Trouble with Tourism Search and SEO for Hotel Marketing

See YouTube profile for more on how small hotels and tourism marketing is failing with latest Google penguin updates

We have not tested all markets but here is what we found with hospitality. We were looking for listings accommodation in a specific market. A year ago they were many small local hotels listed in the search results. Today they have all gone, only large brands and OTA are listed.  Penguin it seems is looked for authority brands.


The video is one of a series we are doing on our Free Video Series on tourism and destination marketing .

The videos are in depth analysis of marketing and cover SEO, Press Releases, content marketing and all of the latest trends. Subscription is free.

Check out the Youtube profile and blog (below) for more information on search-evolution.


Related blogs

Evolution of Search by Danny Sullivan | Review and analysis of SEO evolution on Blogger

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Writing Website Content For SEO

Writing Website Content – Tips to Maximize SEO & Keywords
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You can have the most innovative new product on the market today, and the most beautiful website designed to promote it. Yet if no one can find this website, they will never know about your product and you won’t make a penny. This is why search engine optimization, or SEO, is so important. It’s a way of writing website content in a way that will make it easy for search engines to pick up your website, so that consumers can find you during their searches. Some people mistakenly think that SEO practices are more important than creating high-quality content, however. This is not the case, as it’s possible to create interesting, quality content with SEO in mind.

Keep Content Original and Informative
When you are writing content, it’s important to remember that this has the potential to reach a huge audience and connect this audience with your brand. To that end, you will want to make sure that it has some use to your audience beyond simply serving an SEO purpose. You can reach out to your audience with informative articles, blog posts, and website content. Be sure that all of this content adheres to your brand and has something fresh to say. It should be well-written, focusing on news, tips, and other information that will be of interest to your audience. Most importantly, don’t duplicate content or you could end up blacklisting your site and compromising your brand’s integrity.

Use Keywords with Care
When you are writing web copy, it’s usually best to keep your content under 1,000 words. You can choose one or more keywords to work into this content after finding out what your audience is searching for. For best SEO, a general rule of thumb is to use a keyword for every 50 to 100 words of content, although this number is constantly being modified. Avoid stuffing the keywords in unnatural ways. Your content should be smooth and logical, without seeming forced. You can also add keywords to your bio, which further optimizes your content.

keywords tutorial

Make Posts Look Professional
There are a few ways to polish up your articles and blog posts with SEO practices in mind. You’ll want to pay particular attention to your headings. These are the first things that your readers will see, so be sure to choose a heading with some pizzazz to capture their attention. You will want a hook that will compel the reader to learn more. Another tool that you have at your disposal is the use of images. Relevant images will make your article more appealing and can also be optimized with the descriptions and image tags. This attention to detail will help draw attention to your business, while keeping readers informed and entertained.

Marketing and Sales Strategies To Build Your Brand

Tips on Marketing and Sales – Increase Sales with Online Marketing Strategies

As an online business owner, you must be constantly striving to grow your brand with the help of online marketing strategies. The best marketing and sales strategies may change over time, due to new consumer trends, advances in technology, or new tools. For example, it’s only in the past several years that social media marketing has become a necessity for businesses. Those that do not stay on top of new trends online will fall behind in sales in comparison to competitors.
You don’t need to have a degree in marketing and sales to get started with implementing these new online marketing strategies, but it helps to pay attention to tools that other businesses in your sector are using. A good way to find out whether or not a particular marketing strategy will work for your brand is to run a test and see how your audience responds to it. Sales letters are one way to test out new strategies, as are sample products, focus groups, and trial runs of new campaigns.

The following are a few different types of online marketing strategies that you could try to increase sales.
• Decrease the amount of products or services that you offer. Some studies indicate that consumers respond more favorably to online websites that focus on just a few products rather than an extensive catalogue. You could try scaling down your product range to see if it affects sales in a positive way, or set up different websites for different products. By focusing your sales efforts, you can tailor the list of benefits and better optimize keywords for each product.

• Play with your content wording. It is worth changing the language and content of your website when you are just starting out so that you can see what gets you the most page views. You can also see what type of wording converts these views into sales.

• Use different modes of advertising. Pop-ups or hover ads can be annoying, but they can also be effective. Try implementing this online marketing strategy on your website or advertisements to see how it affects your conversion rates. The hover ad could be for things like newsletter subscriptions, in addition to sales.

• Make use of the sales power of images. Internet consumers are used to living in a visual culture, and respond more positively to websites with appealing images. For an instant makeover for your business, you could add new product images.
These are just a few examples of the types of online marketing strategies you could try to maximize sales and drive traffic to your website. What is most important is to continually allow your business to evolve, picking and choosing from the strategies that today’s technology has to offer.


Backlinks in the age of Panda and Penguin


Backlinks are links from a site that link back to your site. We don’t count reciprocal links as they are no longer ranked by search engines. The more backlinks your site has, the better it can rank in search results. Backlinks are an important measure used in Google’s Page Rank (PR); a score of how popular and authoritative a site is. Page Rank for is 6, Expedia it is 8, is 9. The top score you can get is 10.

The one thing Search Engines want is natural backlinks. What they do not want you to do is pay-for backlinks and use automated systems that just pump out links.

In addition the quality of the links, where they are coming from and the type of link are all taken into account.

Velocity of link building is also vital. If you suddenly build 1000 links, chances are that it will look very unnatural.

Then there is diversity:  If all your links come from the same sort of site or a just a few sites that will look derived. You also need to have a mix of Follow and No-Follow links (i).

You should have links from all types of media: social media, links from videos, articles, blogs and other websites. Links from directories, forums, comments and from both high authority and low authority sites. You should pepper your links with some gov accounts, some edu accounts and some Wikipedia accounts.

Keywords in links

Google has determined that links occur naturally in a random fashion. They are not all optimized for specific keywords. In its Penguin update Google started to penalize links that were over optimized. As we noted in our Penguin blog: If you are building out links to your own site, be sure that you don’t optimize the anchor text with your keywords. Use Click Here, naked links and random keywords.

Finally build a network of  links.   In the natural world information gets picked up and repackaged and linked amongst users. It looks like a wheel or a pyramid.

Link Wheels

Links naturally get developed around key articles, blogs and content. People like content and write about it. This is how the Internet develops its link network.  People share and pass on information which they reposition for their own followers and market.

Using Social Media for outer links

Link Wheels


















In the diagram above, the blogger account has several sites like Twitter, Delicious and Buzz, linking to it. This has the benefit of making the blogger account stand out and get more traffic which filters into your site.  As the blogger gets more authority (more good links) it starts to rank in search results and will pass on links as well as authority to help get your site ranked.



Pyramid linking

Pyramid Linking


In the pyramid  you concentrate on building your top tier of links which point directly to your site.  These top tier sites then attract  attention and get links pointing to them. The more links pointing to them the higher they rank. And so it goes down the line. Each tier passes link and authority up the pyramid bringing new visitors and more authority to your site.


Balance and diversity is the key to building a sound linking strategy.

You can’t play at this or orchestrate it. Back links must occur naturally by people who have an interest in your topic and share it. You can create system that help this to happen, but it is a mistake to contrive backlinks, link-wheels and pyramids.

If you are going to outsource any of this be sure that the contractor knows what they are doing.

Contrived backlinks, pyramids and wheel will hurt you.
Build out your foundation with good original content and links that are natural.

Natural linking is a random chaotic process that will  not leave a  a footprint. It leaves a natural network  built by independent, unrelated users as they search and share content.  It creates links that run across multiple properties including different web 2.0 sites, article directories, Doc Share sites, Micro Blogs, social networks and social bookmarking sites.

also see Penguine and Panda

If you find this helpful, you will enjoy reading my book: Available in Paperback and Kindle on Amazon




BonusTutorials Now Available To All

Hello Everyone, I am delighted to let you know that the Bonus for buying the book are now open to everyone who visits this website. All you need to do register by filling in the form on the left. Enter your name and your primary email address and you will immediately receive several emails giving you the links to the free video tutorials.

Right now we have 3 video for you.

1. Video on Keyword Strategies for Successful Search Ranking.
This is about 15 mins. where we review the Google tool and look at how best to use it. We consider strategies based on the three ways consumers search, we look at trends and consider competition and how to assess the value of the word.

2. Video re On Page SEO.
This is vital to and marketing strategy – We look at what you must do to optimize your website and how to evalue what you already have.

3. Video on Article Marketing.
A review of how video marketing is used in the travel industry. The concepts apply to all industries, and each industry will have its own authority sites that you will need to target in your own video marketing campaign.

“How to Build Your Business Online” is attracting attention from marketing professionals and entrepreneurs around the world. It was nominated for a small business book award in technology for its direct and simple talk on how to use the internet and the new online media to promote and manage your business. It breaks down complex concepts into manageable steps so that the average business owner can understand what it takes to succeed in developing effective keyword, search engine optimization (SEO) and search engine placement strategies.

Like the book, the tutorials offers practical tips that achieve immediate results in the same conversational tone with detailed video examples of what needs to be done. Real life situations are examined and worked through, revealing hidden gems and marketing secrets that create success.

With over 30 years experience in marketing and technology the insights contained in these videos will help you see and experience the keys to marketing in the new media. And with all media moving onto the Internet these techniques are all the more vital to your business.

We will be releasing more videos and webinars to supplement the information contained in the book and will soon launch a forum, in addition to our lively comments and dialogue.

Win a Free Copy of My Book

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Book Nominated for Award Demonstrates the Power of Participation

Build Your Business Online Nominiated for Book Award

Book Nominated for Small Business Book Award

Just look at the power of participation. No one told me a thing about it, but someone nominated my book for a Small Business Book Award and some people actually voted for it.

I knew nothing about it, yet my book “How to Build your Business Online” got noticed in the Age of Participation. If you read the book you will know that that was an opening paragraph in my preface. We are in the Age of Participation now; it has only just begun and here is a personal example of how it works. Here is the text from the book:

Marketing in the Age of Participation

In a world that is increasingly mobile, where communication is immediate and where media is merging with the Internet, we are all potential consumers, suppliers and reporters. We are all participants in creating, sharing and influencing our markets and our communities. Marketing, as we know it, has fundamentally changed. The media and the message are now as diverse as the millions of people who make up our markets.”

I just looked at Deborah Scranton talking about her film “War Tapes” on

It’s a pretty moving documentary and an extreme example of the power of the individual in the Age of Participation. The film put about 20 cameras in the hands of the soldiers, in their vehicles and in the field. It is an amazing raw documentary, as well as an example of the thing we call Social Media.

I like the part where a soldier chats to another who says, “I’m not supposed to talk to media”, and he replies, ” I am not the media, damn it”.

That to me captures the essence of the change, and the power of the new conversation; when all participate and users become the media.

I will have more to say on this in the next blog. So keep watching – in the meantime please do buy my book. It will help get the book promoted and I know you will get a lot out of it.

My readers’ feedback is all very favorable. Mostly, readers are surprised at how easy it is to understand issues that previously seemed so abstract and complex. Yet even experienced online marketers get something out of it. The concepts discussed are very advanced and you will learn a lot. The book will help you understand how you can participate in the new media to build your Brand online and get more business.





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More about Small Business Book Awards Click Here – Please re-tweet so that other small business can know about the book

Visit Ted for more like this  – “War Tapes” on

Similar See Jeff Skoll on Ted

Participant Productions: Social Media In The Age Of Participation

I had not seen Jeff Skoll talking about Participation in Media when I wrote about the Age of Participation in “How to Build your Business Online”. I had no idea about Deborah Scranton and her work in using the internet and soldier participation to make the award-winning film “Ware Tapes”.  Yet Jeff and Deborah are examples of the arguments made in my book. Had I known them, then they would have been featured. Perhaps their work would have made up a full chapter on the examples of what the Age of Participation means.

In the last blog, I talked about Deborah, who created a film made and acted largely by soldiers themselves, using cameras and the internet to document their war. In her words: “using new technology to give people power to tell their own stories”.

Telling stories is what we do in marketing and the book refers often to how storytelling has moved from the broadcast media back to the individual and groups.  Listen to Jeff tell his story about Participant Productions that make a difference.


As I say in the book:

“Telling the story is no longer the exclusive domain of media. We are all able to participate and expected to do so in this new Age of Participation. As business managers we can and must engage with the new media. This book is about telling your own story. It is about the tools and strategies that you can use to be heard, participate and find your special place in your markets, your communities and in the world…”

Along the way to telling our story, we learn from others and observe what works for them. They too become part of the story. The best stories are not about us but about others, their success and what makes them so successful.

I have observed that the stories are changing and becoming more socially responsible. That is the case with Jeff Skoll of Participant Productions, making movies that inspire social change, such as “Syriana”, “Good Night, and Good Luck”, “Murderball” and “An Inconvenient Truth”.

Participant Productions is what Skoll calls a “pro-social media company,” making features and documentaries that address social and political issues and drive real change. Of course I love the name Participant Productions. It’s all about getting involved and participating to make an impact in the world – to make a difference as Jeff does.

Most of us want to make a difference and Social Media, technology and the Internet give us the tools to help us do just that.  They give our customers, our employees, friends, advocates and everybody else the tools to participate.  By participation, we are transformed into publishers and communicators. We are all part of the new Media.

The message and the media have forever changed and we as business managers and owners must facilitate all those who might carry our message, share our passion and tell our story.


Build Your Business Online Nominated for Business Book Award

My book nominated for business award

About How to Build Your Business Online – Book

All the feedback on the book is that it is  very easy it is to understand and just demystified what seems overwhelming to many. Even experienced users of the Internet have found great value in the book.  The marketing techniques we talk about are really leading edge but put across so that anyone can understand how it applies to their own business.

Buy the book to understand and  participate in the new media to build your Business  online and get more customers. When you buy the book  from any source be sure to come back to for your Free tutorials that go into more detail and show you step by step how to do it yourself.  Our Bonus page is the place to start.

Small Business Book Awards Nominated this book for an award –  Click Here
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Jeff  Skoll on Ted

Similar pages see our Blog on Deborah Scranton  Ware Tapes

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