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Hotel Copywriting: SEO black hat techniques to avoid

The world of SEO used to be incredibly murky. Dodgy companies could help the worst websites hit the top of Google’s search results using shady tactics known as the SEO black hat techniques.

Over time, however, Google got wise to to these practices, and turned the tables – heavily punishing those who had been exploiting the system.

As the name would suggest, these “black hat SEO techniques” violate the search engine’s terms of service, and have the aim of artificially boosting a website’s search ranking.

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Top five SEO copywriting tips for hotels

You have probably heard marketeers talking about SEO a lot. In case you are unfamiliar with that term or not really sure what it is, here’s a quick explanation:

SEO stands for Search Engine Optimisation and is a group of various processes that combined together help websites rank better on search engines like Google. A higher ranking means higher website visibility, as people can easier discover it.

According to stats, 75% of people don’t go further than the first page on Google. So let’s say your hotel is located in Budapest – when somebody enters “Business hotels in Budapest” in Google search, if your website is not ranked on the first page, it’s very unlikely that people are going to keep scrolling through pages until they find it.

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Tips to improve a hotel website

Your hotel’s website is your dedicated corner on the internet – an online window into your hotel showcasing what visitors can expect should they choose to come and stay with you.

It’s also a point of purchase. In 2018 alone, 82% of all travel bookings were made online. So if you have been looking at your website as something that’s nice to have but not too important, it’s time to start treating it as the valuable resource it really is – or can be.

The first impression of your hotel doesn’t begin at the check-in desk in your hotel, but on your hotel’s website. So you want to make it a memorable one.

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How to create Brand Guidelines: the ultimate guide for Travel Businesses

Whether you have just started your travel business or you have been running for some time, if you don’t have defined brand guidelines, or don’t know how to create brand guidelines, this is the article for you.

Brand Guidelines are, basically, a set of rules and standards that set the way that your business will be presented, internally and externally.

If you are not very familiar with the guidelines, and why is it so important to get them in place, I highly recommend checking out my previous article first – Why are Brand Guidelines Important for Travel and Hospitality Businesses.

In that article, I’ve dived deeper into the main reasons why brand guidelines is a must for any travel business that wants to dominate the market.

Brand guidelines can seem a little intimidating, especially if you haven’t had any experience with them before.

So we will break the process down into two main parts – brand identity and brand assets.

I will guide you step-by-step through both parts. By the end of it you will be able to create brand guidelines with your team – or direct a design agency with confidence.

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Why are Brand Guidelines important for Travel and Hospitality businesses

If you have started a travel or hospitality business with a serious intention to grow it sustainably, then you need to have a solid foundation that will support the growth.

The quality of your services and products is the first level. The next is how you treat your customers i.e. customer support and relationship.
These two levels are interlaced with another fundamental element – your brand.

Through your brand, you tell the story about who you are as a business, how you should be perceived, and what your values, mission and purpose are.
It is a component that ultimately differentiates you from your competitors. Strong brands lead to sustainable business growth, which is what you should aim for.

Whether you run a travel or hospitality business, every strong brand starts with precise brand guidelines, which you consistently follow and implement.

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How to Use Illustrations: Three Ways Travel Brands and Businesses should Use Illustration to Make an Impact

When creating content it’s important to know why you are using it, as well as how you will use it.

This is especially important for visual content – if you want it to be effective and get measurable results online. To be successful it needs to do more than merely look nice.

In my last article, I talked about five reasons to use illustrations in your marketing. Now, I will cover how to use them in order to have the most impact.

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Five Reasons to use Illustrations in your Marketing

The world is getting more and more visual, and your ability to attract – and hold – the attention of potential customers really can make or break you.

Every interaction you have online sends a message about your business. The visuals that you use – whether it’s the look of your website or the photos you post on social media – tell your audience about your business, and communicate messages about your brand, your services and your offer.

So it’s very important that you have content that presents your business in the best possible way.

If you’re in the travel industry, then stunning visual content is a must.

There are many different types of visual content that you can use. In the previous article, I shared some visual content ideas that will help you stand out online and make an amazing impression.

This time I want to focus on one of my favourites – illustrations.

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Visual Content ideas that will help you stand out online

We are living in a world where we are constantly exposed to vast amounts of information. Though it has enabled us to improve our lives in many ways, it has also brought some negative side-effects as well.

With almost 4.57 billion active internet users, we consume a lot of content every day. There is a lot of online noise, and often we are found stuck, not being able to recognise true from false.

Knowing that, it’s no surprise that our average span of attention is shrinking every year. According to the latest research, our average attention span is 8.25 seconds, and it is expected to keep shrinking.

When you are creating content to promote your brand and business, you have to keep in mind that we, your audience, have a shorter attention span than that of a goldfish. So your content has to be relevant, appealing, valuable. It has to instantly feel different and unique or it will get lost in the noise.

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Introduction to Visual Marketing for Travel Businesses

The travel industry is a highly competitive environment. To stand out, you have to keep innovating, pushing the boundaries of creativity, and coming up with new ideas.

Travelling is all about stories, and the way we tell them. Our job is to transport the audience to our destination – helping them to imagine the feel of the sand under their toes, hear the sound of sea waves and see the colours of the sunset.

This is where good storytelling comes in. While compelling writing goes a long way, people are increasingly visual, so it’s valuable to think about new ways to tell your stories.

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Tips for creating a successful Instagram strategy

Instagram is one of the most popular and fastest-growing photo and video sharing platform in the world. As of April 2020, Instagram had 1 billion active users worldwide, which overtook Twitter, Snapchat, and TikTok.

No social media marketing strategy is complete without Instagram. It has become one of the most effective platforms for brands to connect and engage with their audiences.

Let’s take a look at some of my top Instagram strategy tips that will help you get started and take your account to the next level! When you integrate all of these factors, Instagram can convey fantastic results for your business.

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