Category Archives: Digital Marketing

For most businesses, Google’s search engine provides the highest volumes of organic web traffic. As a result, it’s key to ensure your website impresses Google in order to get your website found by potential customers.

The process of making your website appeal to search engines (predominantly Google) is known as Search Engine Optimisation (SEO). Optimising your website to increase its visibility on Google involves many incremental adjustments and is an on-going process; a website won’t receive great results by virtue of existing in a competitive environment.

This guide provides an overview of the fundamental processes involved in improving your website’s SEO with a focus on ways you can make improvements yourself to deliver results for your business. If you need more...

Back in 2021, Google introduced this powerful tool that’s redefining how businesses manage their ad campaigns. Performance Max (PMax) gradually introduced better reporting features, including insights into asset performance and audience segmentation, offering more transparency to advertisers. 

In 2022, the platform integrated new audience signals, allowing advertisers to provide their own data to improve targeting accuracy. Most recently, Google has focused on enhancing automation, refining machine learning algorithms for better budget optimisation and expanding the platform’s capabilities to include local and travel-specific ad formats. 

In this article, we’ll break down the essentials of Performance Max and dive into the ways it’s revolutionising marketing strategies in the...

In June 2021 Google announced that it would be phasing out third-party cookies by the second half of 2024, a move that left some of the digital marketing world braced for change, and others doubting the phase-out would ever happen. Just two years later, the tech giant reversed its decision in July 2024, after postponing their plan to phase out third-party cookies twice.  

This change of plan has significant implications for marketers worldwide, particularly in sectors like tourism where targeted advertising and personalisation is crucial.  

In this article, we'll look at the reasons behind Google's change of heart and explore what keeping cookies means for the future of digital marketing. We'll discuss the role of third-party cookies, the challenges of finding suitable...

The tourism industry is undergoing a digital transformation, driven largely by the growth of artificial intelligence (AI). Google, known for dominating the search engine landscape, and now for their developments in AI technology, has introduced groundbreaking tools that are reshaping the way travellers plan their journeys. In this blog post, we’ll cover the basics of Google AI and explore how it's impacting the travel & tourism industry.  

What is Google AI?  

Put simply, Google AI is a computer system that can understand, learn from, and respond to information, just like a human. From image recognition to natural language processing, AI powers a range of Google products and services. Think of it like a virtual assistant that helps search engines and other software...

Website technology, design trends, and the search engine landscapes are all constantly evolving. Your website is not a static entity and regular audits and updates are vital to maintain optimal performance. By staying up-to-date, you ensure your website remains discoverable, delivers a positive user experience, and thrives in search engine results. Below we outline are some key benefits to keeping your website updated.

1. Content-Rich & Relevant

Regularly updated content that keeps it relevant and valuable to your audience will enhance user engagement and positions your brand strongly against your competition.

2. A Top Notch User Experience (UX)

Modern design trends and user interface improvements ensure a seamless and engaging user experience, reducing bounce rates and...

Gone are the days of "Googling it." For Gen Z, recommendations and answers about products, services and destinations are increasingly found by scrolling on TikTok and Instagram.  

A staggering 97.5% of Gen Z cite social media as their primary source of shopping ideas, according to Persuasion Nation. Studies by SOCi show 67% of Gen Z have used Instagram and 62% have used TikTok to find local businesses, however the data doesn’t show that they are using it to replace Google, most users search across multiple platforms. 

A study by Adobe found the following: 

• Nearly 1 in 10 Gen Zers said they were more likely to rely on TikTok than Google as a Search Engine. 
• 41% of consumers have used TikTok as a Search Engine.  
• 64% of Gen Z respondents have used TikTok as a Search...