Marketing your tours and activities is one of the top ways to be successful. It leads to more visibility online and new and retained business.  Whether your goals are lofty (like starting a blog and…

Developing successful content doesn’t happen overnight. From researching your audience to analyzing search intent and choosing the right keywords, there’s always room for improvement when creating content for your website.  When you spend a lot…

Writing is an art – one that can certainly feel hard to master. It’s also an essential part of marketing your tour or activity business, which likely makes you even more enthusiastic to get it…

Our Compass digital marketing guides often highlight the importance of marketing to your target audience. Whether that’s families with kids, solo travelers, or Gen Z, understanding the ins and outs of your main customer base helps…

Google’s search engine results pages (SERPs) are full of variety. From ads and organic results to the local map pack and featured snippets, the array of SERP features offers many ways to gain additional exposure…

An update from Google in 2021 changed how the search engine indexes and ranks web pages. Known as the Passage Ranking update, this change means that Google now ranks specific passages of content in addition…

If you’ve spent some time perusing FareHarbor Compass, you’ve likely noticed us using anchor text. Anchor text is the text used in a link. It might say “learn more,” “our favorite kayak routes,” or “find…

As you’re thinking about the content you want to create and share via your website, blog, emails, and social media, it can feel overwhelming to keep track of all the specifics. A content calendar allows…

There have been a lot of changes in the world of search engine optimization (SEO) as of late. From new search engine results page (SERP) features to ranking updates, 2022 will likely bring a flurry…

When it comes to your content strategy, you’re doing everything right: conducting keyword research, writing evergreen content, and performing regular content audits. But your content still isn’t earning backlinks. What’s going on? No matter your…

You’ve heard us say many times that your website is your number one sales tool. When a user lands on your website, you have a chance to convert them into a customer through great copy,…

Blogging is an opportunity to get creative with your content strategy while giving readers another touchpoint to get to know your business. In addition to helping your website rank for long-tail keywords and inspiring readers…

Titles have a lot of work to do. They need to be descriptive, SEO-friendly, and capture the readers’ attention so they’ll not only click but also read the content.  It’s not easy to pack all…

Understanding how your content is performing in the search engine results page (SERP) isn’t always a straightforward process. Whether you’re new to tools like Google Analytics and Google Search Console or you’ve just mastered the…

Words are powerful. We’ve all experienced their potential for persuasion in some form or another. And when it comes to your marketing efforts, choosing the right (or the wrong) word could make all the difference…

Creating high-quality content takes time, whether it’s for social media, marketing emails, or your blog. The last thing you want is for that content to get lost in the barrage of media users receive every…

Misinformation is unfortunately common in the world of SEO. From buying backlinks to using exact-match keywords, SEO misconceptions can be confusing and distract you from the main goal of SEO – to drive more visitors…

Are you in need of some new ideas for your next blog post? We certainly know the feeling. If you’ve exhausted the topics in this blogging guide, try your hand at writing a “Know Before…

You’re within striking distance of the coveted first page of Google – you’ve been running periodic SEO audits, creating quality content, and targeting keywords that fit your business – but your site is still hovering…

No matter what kind of tours or activities you provide, it’s essential to know who your competitors are and to be able to identify what makes your business stand out from the competition. Knowing these…

As a business owner or marketer blogging probably isn’t a totally new idea to you – but whether you’re just getting started or are looking for inspiration to take your blog to the next level…

Email continues to produce an exceptionally high ROI as compared to other marketing channels, and email newsletters are one of the easiest ways to stay in front of your audience and to nurture both existing…

Keywords are a major focus in SEO — keyword research helps us to identify what searchers are typing into the search bar, and from there we work to include those keywords on web pages, social…

When the COVD-19 pandemic first became widespread, we were bombarded with messaging about “the new normal” and “these uncertain times”. These messages were being put together on the fly, and it is understandable that many…

Like the plants that remain green and hold their leaves throughout the year, evergreen content stands the test of time, remaining popular and relevant long after it was written. It holds the interest of its…

User-generated content (UGC) is quickly becoming the cornerstone of building audience engagement and trust in your brand. If you’re looking for a way to boost your content strategy and enhance your reach, user-generated content is…

Going viral is every business owner’s dream. It offers the potential for more bookings, a larger audience, and a strong following on social media, to name a few benefits. And knowing that thousands or millions…

Having a content marketing strategy for your tour and activity company is one of the most useful methods for reaching your target audience and drawing searchers to your site to make a booking. In previous…

You’ve probably seen us mention keywords quite often throughout our guides — as they’re an integral part of SEO, PPC, and more — but you might be wondering where these mythical words and phrases come…

When you’ve put a lot of time and energy into search engine optimization, it can feel frustrating when your website doesn’t rank well on the search engine results page (SERP). Although it can take three…

If you’ve been reading our SEO guides, you know there are plenty of tools out there that business owners can use to refine their SEO strategy. But especially for small businesses, paid premium tools can…

Duplicate content is just what it sounds like — content that appears on the internet in more than one place. Since that “one place” is defined as any location with a unique URL, duplicate content…

Do you find yourself writing the same responses to customer emails over and over again? Have you ever tried to reach a customer to communicate last-minute itinerary changes and not been able to get in…

A call to action, or CTA, is a statement that directs readers to take a single action by prompting them or telling them exactly what to do next. If you have a website, you already…

What is digital marketing? With the number of internet users constantly increasing, it has become even more important for small businesses to reach their target audience online. That’s where digital marketing – any marketing efforts…

Writing killer content is one of the most important parts of digital marketing, and it’s a great tool to rank organically in search engines and to establish you as an industry expert. Getting started with…

Keywords are the terms and phrases that describe the content of a page, and they’re what searchers type into search engines to find the content they’re looking for. Skillful use of keywords is one of…