In most of our SEO guides, you hear us talk about how to optimize for Google, the biggest search engine out there with around 83% of the search engine market share (Statista). But there’s another…

You may be asking yourself, how do I reach the most potential customers on my Instagram account? The answer: Instagram search optimization.  While this may be a concept you have not heard of, there are…

When you publish a new page to your website, it gets indexed by Google. The Google crawler analyzes the page for content and meaning and stores it in the index. This way it will show…

Search Engine Optimization, or SEO, is key to driving organic traffic to your site from Google searches. Getting the algorithm to notice your site is a never-ending process and it can seem daunting when you…

The main goal of the Google search engine results page (SERP) is to offer searchers the answer to their question as quickly and easily as possible. To this end, the SERP is full of features,…

Maybe a previous employee set up a Google My Business (GMB) listing and you didn’t know, so you created a new one. Or maybe you’ve recently restarted your SEO efforts and forgot you already had…

We’ve long been conditioned to equate SEO success with ranking – a website’s position on the search engine results page (SERP) for a given keyword. It’s only natural to strive for the top spot. We’ve…

There are so many different aspects to SEO, from technical considerations like schema markup to content, keywords, and local strategies. So when you’re putting together your SEO strategy, it can be difficult to know where…

SEO best practices can quickly go out of fashion since search engines like Google make constant updates to improve their algorithms.  We know it can feel difficult to stay up to date on the best…

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…

In the past few years, Google has been putting more emphasis on machine learning for PPC ads, with tools like Smart Bidding that rely on the algorithm to optimize ad strategy. In 2020, Google made…

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…

It’s no secret that Google is not a fan of duplicate content. Fortunately, you can use a canonical tag to tell Google which version of your webpage (or entire site) is the master copy, signaling to…

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…

Doesn’t it feel great to get a 5-star review? Whether on Tripadvisor or Google, those awesome reviews boost your star rating and prompt potential customers to book with your business.  You can make your website…

If you’ve been working on a link building strategy, you know it takes time to gain quality backlinks to your website. But inevitably, some backlinks will become broken over time, either because the page doesn’t…

After putting the time and effort into improving your site’s SEO, you’ll surely want to know how your site is performing! Has your site moved up in position on the SERP for your target keyword?…

On-page SEO covers the content on your individual web pages as well as the HTML source code of a page. While off-page SEO refers to technical topics like links and other external signals, on-page SEO…

There are so many different categories of search engine optimization – hopefully, you’ve checked out part one of our Ultimate SEO Guide that covers on-page SEO – and technical SEO is one of the most important…

Your website is your first chance to make a good impression on potential tour or activity guests. There are so many different ways to design and build your website, but they all have one thing…

Google My Business is one of your most important SEO tools, displaying information about your business in searches on a variety of Google platforms. If you’ve been following the advice in our GMB guides, you’ve…

Most tour and activity operators experience some type of slow season. Whether you only offer summertime kayak tours or run year-round cooking classes, it’s normal for search trends for your core activities and services to…

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…

Many tour operators — and all types of business owners — base business decisions off of metrics such as weekly sales accruals, customer feedback, and gut feelings. But when you’re looking to build your bottom…

Featured snippets are a coveted spot on the Search Engine Results Page (SERP). They provide an answer to a search query directly at the top of the SERP. In fact, the featured snippet is the…

One of the most important steps of link building is finding websites or bloggers whose content resonates with you – or better yet, with your audience. But before you take the leap and reach out…

Gen Z is well on its way to becoming the largest generation in the world, and we’re starting to see their influence on different industries and platforms. For example, this generation has driven a surge…

Another Google algorithm update? That’s right! While Google typically does not share what changes to expect from algorithm updates, SEO experts believe that the June and July Core Updates, like most others, focused on quality…

Your Google My Business listing is one of the most important tools when it comes to displaying your business in the Google SERP. You have a lot of features available to you, and by using…

Google My Business is a listing that displays your company’s information — such as location, contact information, and user reviews — across various Google features and platforms. Free and easy to use, your GMB account…

Your SEO (Search Engine Optimization) and SEM (Search Engine Marketing) strategy should not be reactive — for example, you don’t want to wait until your ads perform poorly before adjusting them. Enter: SEO forecasting. SEO…

Keeping users engaged on your website for longer sessions is essential for boosting conversions and improving user experience. If you’ve read our guide on bounce rate and engagement rate in Google Analytics, you know that…

Have you noticed a high bounce rate when analyzing your website data on Google Analytics? If so, you might be wondering how important this metric really is and what it means for your website traffic.…

Earlier this year, Google announced that it would be phasing out Reserve with Google (RwG) for tours, activities, and attractions. The booking service officially ended on August 1, 2021. Reserve with Google was a feature…

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…

It’s common in our industry for businesses to be multilingual. A tour operator in Puerto Rico often speaks both Spanish and English, while an operator in the Netherlands might speak Dutch, English, and German (among…

In the tourism industry, it’s common for businesses to have websites in more than one language. For example, if you run a sightseeing tour business in England, you may have English, French, and Spanish versions…

Google Analytics 4 is a new type of property that will give you a more complete understanding of your customers across devices, as well as essential insights to prepare for future marketing decisions. The new…

In previous Compass guides, we’ve talked a lot about the importance of reviews when it comes to boosting your reputation, improving your local SEO, and more. But did you know that the reviews your business…

A big change came to Google in 2021, with additional updates on the way – specifically, the search engine’s growing emphasis on user experience. In May 2020, Google announced Page Experience, an update to search…

It’s easier than ever for travelers to research destinations, find things to do during their travels, book flights, and plan an entire trip online from start to finish — all online! Google Travel is one…

A redirect allows you to send users and search engines to a URL that is different from the one they originally requested. For example, if you’ve moved your website to a new domain, you don’t…

We’ve all visited a site that takes too long to load and when that happens we navigate away to another site in the SERP. That is a bad experience for the user, and is detrimental…

If you’ve read our introductory guide on the importance of mobile-first indexing you already know why it is a critical part of your website and online strategy. The next step is to thoroughly vet your…

It’s been a while for many of us, but think back to your most recent vacation. Did you bring your laptop along with you? And if you did, did you lug it around with you…

Successful vaccine rollouts and the dawn of summer in the northern hemisphere point to an upcoming busy season – the first busy season since the start of the pandemic for many tour operators.  In past…

For the latest information on this topic, head over to our new guide on the introduction of Google Things to do!  As a tour operator, you’re probably familiar with Reserve with Google (RwG), the service…

After browsing our search engine optimization guides, you’ve probably noticed that the term SERP – Search Engine Results Page – comes up somewhat frequently. That’s because an important part of any successful SEO strategy requires…

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…

One of the top benefits of writing detailed tour/activity descriptions is that it reduces the number of people calling with questions about the experience, freeing up more time for you to manage other aspects of…

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…

Destination Marketing Organizations (DMOs) or Convention and Visitors Bureaus (CVBs) play a key role in the long-term development of a destination by leading planning, management, and marketing efforts. They bring together governmental authorities, respected professionals,…

Google Posts is a feature that allows business owners to publish content directly to their brand’s Google Knowledge Panel in their GMB listing – the box that appears to the right of the search results…

Your website is the first impression of your business, and conducting a web search is a common first step for those looking to make a tour or activity booking. If your website is properly optimized…

Continually optimizing your Google My Business (GMB) listing is the best way to ensure you’re presenting your business in the best possible light and reaching your local market. From uploading high-quality photos and videos to…

Truly understanding your audience is crucial to effective marketing, and there’s no better way to get to know your potential customers than by directly asking them what you want to know. Surveys are a great…

Google Analytics is an important tool to help you understand your website traffic and online sales. Connecting your Google Analytics account with your FareHarbor Lightframe allows you to track conversions from your website and understand…

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…

E-A-T (Expertise, Authority, and Trust) is one of the ways in which Google’s human quality raters determine the quality of a site. While there is no definitive answer to whether E-A-T is truly a ranking…

The COVID-19 pandemic has shaped many parts of our lives since March 2020, so you probably won’t be surprised to learn that COVID-19-related searches are now the most popular searches on Google – outpacing searches…

From address and phone number to reviews and gift card purchases, your GMB listing provides the most accurate information about your business, and it can even boost local SEO and drive sales. In fact, the…

Have you ever felt overwhelmed by Google Analytics to the point you just don’t bother with it? Or perhaps you have GA set up, but you’re not sure the best ways to use it or…

Google is the gold standard for search engines, and although they don’t reveal their algorithm secrets, their many free tools provide important indicators and resources to help improve your rankings. Because of this, using Google’s…

You know that the experiences you provide are fun, exciting, and memorable, but your potential customers don’t know that unless you write an impactful tour description that compels them to hit that book button. Writing…

Business owners love seeing five-star reviews. It feels good knowing that a guest enjoyed your tour or activity so much that they wanted to share their experience online. Although you can’t choose the reviews your…

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…

You’ve heard us say that your website is one of your best sales tools, and it certainly is. In a time where virtual communication is more important than ever your website is a window into…

When a potential customer finds your company on Google, they will most likely land on your homepage first. Once they click on your company in the SERP (search engine results page) and your homepage starts…

Having a website is an essential component of any business, large or small, and it’s particularly important for tour and activity operators. Travelers today are looking for ease and convenience when they’re making their travel…

The new normal created by the novel Coronavirus is starting to settle in, and among worrying about other things it can feel scary to have your business’ doors closed or be running at a much…

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…

With so many SEO goals and best practices to follow, like using Google Analytics, avoiding duplicate content, and doing keyword research, it’s normal to wonder if all your hard work is paying off. That’s why…

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…

Schema markup, a structured data vocabulary, is a semantic vocabulary of tags or microdata you can add to your site’s HTML to tell search engines how you want them to display your pages in the…

In addition to website best practices for SEO, user experience, and online sales, accessibility is another essential component of your website. The Americans with Disabilities Act (ADA) was created in 1990 to ensure that people…

Link building is a combination of creating quality content, understanding what your audience wants to see, and getting a sense of how your competitors rank for similar keywords and content. If you’ve read our guide…

Word of mouth and referrals have always been a cornerstone of the tours and activities industry, and while they are some of the best ways to create loyalty and foster trust, they don’t have as…

One of the most important aspects of marketing is determining who your target audience is and understanding their behaviors. If families make up a significant portion of your bookings and tour groups, then it’s crucial…

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 read our guide to local SEO, you know it’s important to have local citations on business directories to help your rankings on local searches. A local citation is a mention of the name,…

You’re probably already familiar with Google Analytics, but as a business owner, it’s equally important to use Google Search Console, a free tool that allows you to analyze your site’s performance in the search engines…

Tour operators love guests who book and plan their trip well in advance, but not all travelers are planners. Last-minute and in-destination bookings are inevitable as travelers go with the flow and decide to book…

There are a lot of how-to’s on navigating Google Analytics, including what each report means and how to properly set up various filters, custom segments, referral exclusions, and just about every feature that’s available on…

A business’s online reputation is more important than ever. Reviews can make or break a potential customer’s decision to book with a tour operator, and responding to both positive and negative reviews across review platforms…

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…

This is a question that every business owner with a website will ask themselves at some point. You’ve worked on making your new website the best it can be or refreshed your existing site, and…

When it comes to your online presence and SEO, your domain name is one of the most important factors to consider. Your domain should reflect your brand, help you rank in SEO searches, and be…

If you stay on top of SEO news, you’re probably familiar with the dreaded algorithm update. But what does an algorithm update mean for your website? As Google learns more about how users interact with…

Your company’s website should have two main goals: to make your business and activities discoverable in search engines and to convert visitors into customers. Optimizing your website helps you achieve these goals by giving your…

Google Analytics is one of the most popular and useful digital marketing tools you should have in your arsenal – and it’s free to use! Google Analytics has an abundance of uses but broadly speaking…

Why should you write a business blog? Looking for an extra boost in organic traffic or hoping to create more engagement with your website? Blogging drives more traffic to your site and is a fun…

Thanks to review websites like Yelp, Tripadvisor, and even Facebook business pages, a company’s online reputation can make or break a consumer’s decision to book a tour or activity. With smartphones always at our fingertips,…

As a tour, activity or attractions operator, your day-to-day is likely very busy spent interacting with customers and making sure they have the best experience possible, managing employees, and keeping track of every aspect of…

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…

Local SEO is absolutely crucial for small businesses and brick-and-mortar businesses to be discovered online. In fact, according to SEO Tribunal, 97% of people learn more about local businesses online than anywhere else. This is…

As a business owner, your main online goal is for customers to find you and book with your company. Google My Business is a vital tool for reaching that goal, helping searchers find and get…

No matter how big or small your company is, it’s important to have a secure website. You’ve probably read about data and website security and the rise of online fraud, from phishing breaches to data…

What is SEO? SEO stands for search engine optimization. It’s the process of improving your website so that it attracts quality traffic and enjoys prime visibility on the search engine results pages (SERPs). Most people…