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 to Build Your Business Online

Your Website Content: Tips to Build your Business Online

Building your business online is the combination of all that you you do to create a website and position your brand with online marketing. To get the full flavour you may read the book “How to Build Your Business online” which you can buy on Amazon. In these blog we try to supplement what is in the book with an expansion of the themes and concepts covered in the book. We also add details and news about changes that are important. The blogs stand on their own but you should read the book to see how it all fits together. Much of what is in the book is not repeated in the blogs.

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Content is King
When you are trying to establish an online presence for your business, one of the most important ways to build your business online is through providing high-quality website content. To be successful online, content is king. Even if you have optimized your content successfully so that your audience can find you, if you have nothing interesting to say then they will quickly leave your website and go elsewhere. You want to be sure to capture their interest immediately. To do this, there are several tips that can help you create compelling copy.

Be Concise
When consumers are reading online copy, there have shorter attention spans than when they are sitting down to read a piece of journalism or a novel. It’s always in your best interest as a content writer to get to the point as quickly as possible. Online readers are more likely to scan than to actually read. Using small sentences and paragraphs will help them digest more information in a shorter amount of time. Other ways to help break down your text to help online readers include:
• Use bullet points
• Use sub-headings to break up your content
• Limit one through per paragraph
• Use bold and italics to stylize your content and add emphasis
These basic tips will make your content immediately more compelling, and can help build your business online by retaining the reader’s attention while they scan your piece.

Don’t Overdo Promotional Language
Nothing is a bigger turn-off than writing website content that reads like a big advertisement for your business. Don’t overdo exclamation points or make grandiose claims about your product, or your readers will quickly go elsewhere. Instead, you can build your business online in a more subtle fashion by using unbiased language and providing useful facts that will show, rather than tell, them how your product will improve their lives. Today’s readers are savvy and skeptical, so you will have to win them over. Specific details will help prove that you do have something worthwhile to show them.

Spice up your Content
Using links and images will help make your website content more entertaining and visually appealing. Links will help your readers scan the content and find what they are looking for more quickly as well, whether they go to your product pages or simply to other useful sites on the web that your readers might enjoy.

Pay attention to your tone as you are writing content.
It should be personal enough that the reader can feel that they relate to you, and want to learn more about what you’re selling. To build your business online, you don’t want to overdo a sales pitch or provide dry facts. Instead, you will need to keep your content lively, engaging, and to-the-point.

Video Tutorial SEO

Video Publishing To Build Your Brand Online

Video Publishing – Using Video for SEO
There is a lot to say on this subject – It is dealt with quiet extensively in our website and reviewed in the my book which is available in kindle and paperback on Amazon.

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In this article we look at how video is used for Search Engine optimization specifically.

There are now more tools than ever before to help businesses start getting off the ground. If you are looking for ways to grow your business through online marketing, you’ll want to look carefully at all of these various avenues. One of the most exciting is video publishing. By creating informative videos about your business, you can start marketing your business to a far wider audience. There are numerous consumers who may be hesitant to read an article, but would happily sit through a video, and you can create the video with this audience in mind. Yet once you have created your video, the next step is to figure out how to publish it in a way that it will be picked up by the search engines, using SEO techniques.
Best Places to Publish Videos
To increase the SEO of your video and help drive traffic to your business’s website, you will first need to think about where to publish it. Some of the top websites that publish videos include:
• Vimeo
• Metacafe
• YouTube
These are all free to use, by simply setting up an account for your business. You don’t have to build or host any video player of your own, and their server will carry the bandwidth so that you don’t have to.

How to Use SEO when Publishing Videos
Finding the right outlets to publish your videos is one thing, but it’s important to remember that there is a high level of competition out there for videos. Millions of videos are published every day, and most of these will not become viral sensations. Yet there are tricks that you can use to increase the chances of consumers finding your video. You should use a clear, descriptive title, and make use of as many tags as possible that will help your audience find you. These tags can describe your video in terms of content and genre. Another way to boost SEO value is to post the video’s transcript in its description, so that all the keywords in the transcript will be picked up by the search engines.

These are ways to increase traffic to the actual video posted on a separate hosting site. However, many business owners will want to drive traffic to their own main website with the help of videos. Another way to use video publishing to boost SEO of your main website is to publish them directly on your site. You can then submit a video sitemap to search engines, which will help boost your page rankings. Be sure that if your video is embedded on another site, that it links back to your main website rather than back to YouTube, or you won’t build any page rank.

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Google + & Google Places For Business

Google + and Google Places – How to Use Google for Internet Marketing and Branding

Google is more than just a search engine, providing numerous services for individuals and online businesses alike. By using Google + and Google Places, you can reach out to potential clients based on interests and location. For internet marketing purposes, these tools can be a great way to get the word out and allow more people to find your website. To get started, it’s a good idea to have a clear brand in mind. Think about what message, lifestyle, and image you want your brand to convey, so that you can use this as the basis for creating social profiles that make a strong impact.

Using Google + on Multiple Levels

It’s a good idea to create a business page for your Google + profile, to serve as the landing page for your product or services. This can be great for branding, as it can contain all the vital information that customers need to know about your business. However, many small businesses will also want to create a personal page, to reach out to potential contacts on a more personal level. Social media is more about people than businesses, so if you can create a personal profile linked with your brand, this may drive up traffic to the business page.

Updating your Google + accounts with new and interesting information will keep your circles of contacts interested in the brand. You can cross-link posts from your business blog onto your account, and link to interesting stories that pertain to your industry. Naturally, when you are having a sale in your online store or have any other news that you would like your clients to know, you can use your social media profiles as a way to spread the news through internet marketing.

Google Places Can Help you Target Local Clients

It’s estimated that nearly all consumers use the internet to search for local businesses online at some point. You can use this fact to your advantage with the help of Google Places. This service is free, so there is no reason not to use it for internet marketing purposes when trying to promote your business. There are a few steps to take to ensure that this tool can help your business grow.

• Set up an Account – Setting up an account with Google Places is easy. All you must do is submit your information, such as your phone number, email address, and physical address. You will then need to verify your listing so that Google knows you are a real business, and then wait a short period of time for the listing to appear.

• Optimize your Rankings –The more information that you can provide, the higher your business will appear in the rankings. Photos, videos, and keyword-friendly descriptions and tags will help get you there.

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.

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
– Please re-tweet so that other small business can know about the book

Jeff  Skoll on Ted

Similar pages see our Blog on Deborah Scranton  Ware Tapes

Buy the book at and get the Free video tutorials


Media, Message and Marketing

Marketing is about the use of Media and the Message.

Online Marketing is changing almost daily, yet some things are constant. While so much changes, we can say with some certainty that many of the underlying principles will remain the same. Here are what we see as the new laws to success with the online media, and what we recommend as a response:

1. People love videos; it is better to show than to tell, and better still to do both.

Recommendation: Videos are vital to marketing and to getting page rank and social index. They are now affordable and you should make a video for each of your products, your Brand and your niches.

2. Methods of Communication that touch, show, describe and cause interaction work better that any other, because people understand and learn using different senses.

Recommnedation: Build a marketing strategy that is interactive and as tactile as possible.

3. With all Media migrating to the Net there is a vast arsenal at your disposal. It is all becoming more interactive and more personalised. Media in this environment is more of a facilitator that a broadcast service.

Recommendation: Deliver a service that facilitates and engages no matter what medium you are on.

4. Search is Media; it continues to be the main way that shoppers find the products they seek.

Recommendation: Build your online presence based on best Search Engine practices and for best ranking.

5. Social media is becoming the pervasive way that shoppers look for and get social proof and are influenced. It is also become an advertsing and shopping channel, competing with search. Your success is based on building a wide presence and creating a solid social index to create viral-powered branding.

Recommendation: Build deep social networking into your business ™ online Brand and product marketing strategy.

6. Mobile is the most interactive, tactile and immediate channel.

Recommendation: Build a solid mobile-friendly website and communicate via mobile SMS and MMS text messaging. Build interactivity and automation into all you do.

These are the 6 principles that drive the content of the book. Business Marketing by these principles is at an advanced level, yet the book provides you with a simple and easy-to-understand guide that will help you implement the most successful strategies.

This site will add to your knowledge with a series of blogs, videos and practical examples. We will work with you with case studies and examples of successful campaigns and can, if you like, do it all for you.