Content Posts

Gavin Hirst - Thursday 31st December 2020

How to optimise your copy for keywords and keep Google happy

Whilst the art of optimising web pages has changed significantly over the past ten years, there are still a number of fundamental tactics that are still really important if you want your content to rank for keywords that are going to drive relevant traffic to your website.

Long gone are the days of keyword stuffing. That, however, doesn’t mean that keywords are no longer important.

Whilst there has been a definite shift towards the importance of optimising your copy for ‘topics’, the fact of the matter is this: if your copy doesn’t contain a keyword you want to rank for, it’s highly unlikely that you will rank for it.

And that’s what makes keyword research such an important and integral part of your SEO and content strategies.

Write for your audience, not for Google

Whilst it’s important to optimise your copy for the keywords you identify in your keyword research, it’s perhaps even more…


Gavin Hirst - Wednesday 16th December 2020

3 types of content that get more shares, likes, links, and comments

We all put a lot of time into creating content. Planning, researching, writing, reviewing, editing, and publishing. All of this takes time and effort. That’s why it can be so frustrating when those pieces of content ‘flop’. You push them out via social. They get no likes. You track the keywords you have optimised the post for. They don’t break the top 100. You carry out link outreach. You get no responses.

It doesn’t have to be that way.

There are some types of content that tend to perform much better than others. If you focus your efforts on creating more of these types of content, you will start to see better results.

1.      List posts (but specifically, recognition list posts)

List posts are an absolute staple of successful content plans.

Do a quick search for almost anything and you can almost guarantee a list post will be lurking somewhere around the top ten.



Gavin Hirst - Wednesday 9th December 2020

5 ways Kiwi travel businesses can avoid cliches this summer

This year promises to be a summer like no other here in New Zealand. The COVID-19 pandemic means that for the first time, there will be no international visitors to our shores, the backbone of our tourism industry for so many years.

Instead, Kiwi tourism operators will instead rely on the good people of New Zealand for all of their business this year and whilst Kiwis are already booking trips in their droves, we simply don’t have the numbers to make up the shortfall in international visitors.

So, the conundrum for many local businesses who rely on tourist is this: how do we attract as many customers to our own business whilst also supporting our local community and ensuring that we, as a destination, can thrive this summer?

One of the best ways is to be authentic.

Whilst authenticity is a word we hear a lot in content marketing, it’s not as cliched…