Holistic SEO Copywriting

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The good, better, best of creating copy that is high-quality and well-ranked during searches. Good writing equals stellar SEO rankings.

Simply put, good writing matters. Even when incorporating SEO, the quality of your content should remain one of your primary concerns—if not your only one. If your writing is well done, the ever-changing algorithms of Google will recognize it and rank it accordingly. So what does it mean to focus on holistic SEO in your copywriting? The idea is to utilize and incorporate keywords in a logical and natural manner within writing that is informative and clear. And all of this is shared on a website that is designed to target your specific audience’s user experience.

Begin with a keyword search.

No, keywords should not drive the content you create, but they do need to be part of your process. To that end, before you begin writing, do a thorough keyword search. This begins by understanding the topic of your content, how it fits within the overarching mission of your website and the audience you are addressing.

Now, start brainstorming the list of words you think your site and its content should be associated with during a search. Try to get inside the head of your average user/customer. What phrases or words do you think they associate with your business? If you feel like you are getting stuck, you can always use Google AdWords Keyword Planner to give you ideas for new and related words. Long tail keywords tend to offer the best conversion rate for searchers. While long tail keywords may get less search traffic than a shorter SEO phrase, their specificity means they generate more actual click-throughs from searchers.

Next, write top-quality content.

Once you have your list of SEO keywords, it is time to begin writing. For truly holistic SEO content, you want your blog post or web page to answer the following questions:

·      What is the purpose of the content? What should it achieve?

·      Who is the audience for the content?

·      What is the main message the audience should take away?

·      How will the content be structured to help readers realize your main points?

Conclude with a targeted website.

The final part isn’t about the content or the SEO keywords, but it is all about the package that information is delivered in. Quality writing and use of well-connected keywords will benefit you with search algorithms, leading more people to your site. But keeping them there and ensuring that they return also demands a website that is well-designed to facilitate an easy user experience. Consider every aspect of how a potential user will interact with your site, including any security issues, and fix any problem areas so that the experience is straightforward and without problems.

Iconic Logos

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From movie posters to corporate logos, Saul Bass shaped pop culture. Known for both his logo designs (Kleenex, Girl Scout or AT&T) and movie posters (Psycho, The Man with the Golden Arm and North by Northwest), Bass’s work has stood the test of time.

Fun Fact: Bass was the go-to for Hitchcock for title sequences, creating ones for North by Northwest, Psycho and Vertigo.

The Evolution of Language

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The English language is alive and changing. The internet is accelerating changes in our language. Does it matter?

Shakespeare might be rolling in his grave at the onslaught of linguistic changes the English language has endured since the internet came into our lives. Or would he? While the reality is that all languages change and evolve over time, we can still read the Bard’s plays and know what he means. And odds are your parent’s grandparents could read your text to your bestie and gather the meaning as well. So what’s the concern?

Context is everything.

Abbreviations and emojis are super common in texting and certain social media communications. But it’s pretty doubtful you will come across the like in a true journalistic article. That is one reason why the powers that be are not overly concerned about language deteriorating any time soon. The method of communication you are using, therefore, matters in terms of the language being used.

It’s a matter of style.

However, in today’s world a range of journalistic styles does exist. While a newspaper, such as The Washington Post, isn’t likely to shun punctuation or adopt a casual tone, an online source, like Buzzfeed, might depending on the topic of the article. For writers and editors, knowing the distinction comes down to a thorough style guide.

Some rules have changed.

When navigating the shifts sands of language, context and consistency then are the focus, but it is also important to know when some grammar rules are no longer valid. For the longest time, many grammarians considered it a sin punishable by death to end a sentence with a preposition. Over time, this rule has been relaxed, and is no longer the grave offense it once was. As long as the sentences meaning is clear, it is fine to end it with a “with.” We promise.

Incorporating terminology that is more current is likely to attract some new readers and keep others engaged. Just be certain that you aren’t inserting every on-trend phrase of the moment. Pandering isn’t cool, and it isn’t likely to improve your writing either. Your copy should be relevant and coherent, if you can accomplish that, go ahead and spice it up a bit with a bit of slang.

New Day, New Guest

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The changing guest experience at hotels—how to meet the needs of a new generation. Are you ready for the next-gen hotel guest?

Like high hopes, high expectations can be a killer for any company to deal with. Consider when Sinatra sang about a little old ant trying to move a rubber tree plant. For hotels to be competitive with today’s traveler, failing to meet those high expectations isn’t an option, they simply must move that rubber tree plant.

Knowing your guest is still paramount, but providing instant access and response is also vital. Read on for the areas hospitality must master to stay relevant with the newest travelers.

Mine the data.

Making the most of the information you have on guests is key. Ensuring that you have this cognitive advantage helps you squeeze out every last drop of insight from the data you possess to further enhance each guest’s experience.

Create a partnership.

The world is at your guest’s fingertips. Is your property making it as easy as possible for guests to engage? If you can build a partnership with other vendors that your guests utilize during their stay, you can set your property apart in a guest’s opinion.

Think ahead.

Being proactive with guests goes a long way towards providing the personalized service today’s traveler expects. This starts with knowing why they are traveling and why they selected your property.

Use tech to be more attentive.

It may sound backward, but the proper use of technology can actually allow your hotel teams to provide a higher level of attention to guests. For instance, improved tech for regular reporting can free up front-desk staff to focus on travelers.

Fix problems fast.

No one is perfect, and something will go wrong at some point. For most guests, the issue isn’t that there was a problem, but how long it took for the property to address the concern and fix it. Handle things quickly and properly and your odds of a positive review increase.

Be accessible.

The next generation of travelers has different expectations, but older travelers may need more accessibility. Consider what your location can do to be more inclusive to accommodate the different needs of this group.

Boost Your Travel Content

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Help tell better stories to entice lookers into bookers. Give people a reason to travel.

Giving people a reason to leave their homes and hit the road to a new destination can be more of a challenge than many might believe. The job of good travel content is to not only build that desire in someone, but then to get them to act on it. How can you improve your site and postings so that those perusing are moved to actually book? Here are some helpful hints to create truly compelling travel content. 

For everything there is a season

Much of the travel and tourism industry is dependent on timing—the time of year and the timing of unpredictable factors such as the weather and the economy. To start with, know when your area’s peak time is and push content prior to that period. Then concentrate on why someone would want to visit your location. It is less about selling your particular travel-related business and more about creating demand for the location you are in. Recognize if there are specific events in your area that bring people in, as well. And know that some factors—like Mother Nature—are simply out of your control.

A time to build up

Competition is everywhere in the travel world. Standing out from your crowd of competitors can make all the difference. So how can you set yourself apart? Great photos are no longer enough. Figure out what makes your particular location unique. Is there something locally that appeals to a small, niche group? If you can tap into a particular group’s passion, that few other locations cater to, you are on your way to crafting content that will draw in visitors.

 A time to gain

There are essentially four stages to a traveler’s search: dreaming, organizing, booking and experiencing. How can you attract someone during one or all of these moments? What content that you create could influence someone to pick your business? Think about the emotions at each stage and use that perspective to entice a prospective traveler. The process can be long and drawn out, so be sure to include efforts to remarket to prospects, who may pause along their looking journey. 

Turn, turn, turn

Finally, don’t be afraid to experiment and try new and different ideas out. If something doesn’t work, simply turn to another strategy. Try creating videos that highlight local characters or show other travelers engaging in the destination. Too often, travel images focus only on the sites and don’t show people having fun and interacting. Give potential visitors a chance to imagine themselves doing what others have done.