This guide explains generative engine optimisation in plain terms. It also covers how AI tools choose which Scottish hotels to recommend, along with a checklist you can start working through this week.

What is GEO?

GEO stands for generative engine optimisation. It’s the practice of shaping your online presence so AI tools can understand your business, trust it, and mention it in their answers. Those tools include ChatGPT, Google Gemini, Perplexity, and Microsoft Copilot. They also include the AI Overviews and AI Mode that now sit within Google Search.

You’ll also see the discipline called AI search optimisation. Both labels describe the same aim: becoming a source an AI assistant relies on when a traveller asks for advice.

For hotels, the commercial case is simple. More and more travellers plan trips through conversation. They might ask for “a peaceful hotel on Skye with sea views and a good restaurant”, and the AI builds the shortlist for them. If your property isn’t described clearly online, it’s unlikely to make that list.

How AI tools decide which hotels to recommend

AI assistants build answers from information they can find and cross-check. In its guidance on AI features and your website, Google explains that AI Overviews and AI Mode may run several related searches behind the scenes to assemble one response. As a result, a hotel that shows up across many of those related searches has a better chance of featuring in the final answer.

In practice, AI tools tend to look for:

• Clear facts about location, room types, facilities, dining, dog policy and parking
• Consistency between your website, Google listing, VisitScotland entry, and review sites
• Reputation built through reviews and mentions from guides, local press, and tourism bodies
• Structure in the form of direct answers, logical headings and schema markup.

A homepage full of adjectives gives an AI very little to work with. By contrast, a page stating that your hotel sits ten minutes from the Skye Bridge, with sea-view rooms and a menu built around local seafood, gives it plenty to cite.

GEO for hotels and GEO-targeted marketing for hotels

The acronym causes some confusion, so it’s worth clearing up. GEO-targeted marketing for hotels means showing ads or content to people in a chosen location. A Speyside hotel might target travellers in Manchester with a winter break offer, for example. This sits within pay-per-click advertising and social media marketing campaigns.

GEO for hotels, in the sense this article covers, refers to generative engine optimisation. Both have a place in a hotel’s marketing plan, and they complement each other well.

How GEO fits with search engine optimisation for hotels

GEO builds directly on search engine optimisation for hotels, and the two share most of their foundations. Many AI tools draw on web search results, so pages that rank well also stand a stronger chance of being cited. Google’s own guidance also confirms that its usual SEO best practices apply to its AI features too.

The difference is in emphasis. Hotel search engine optimisation has traditionally focused on rankings and clicks. GEO places more weight on clarity, quotable facts, and your reputation across the wider web. An AI assistant might recommend your hotel without the guest clicking through at all, so being named in the answer carries value in its own right.

If you’d like a grounding in the basics first, our guide to SEO in the hotel industry is a useful place to begin.

Why AI optimisation for hotels matters in Scotland

Scotland suits AI-led trip planning. Visitors often combine several regions in one trip, perhaps Edinburgh, the Cairngorms, and a stretch of the NC500. They want help with routes, overnight stops, and where to eat, and these multi-part questions are exactly what people now bring to AI assistants.

This creates a real opening for independent properties. Because when an AI tool answers “where to stay between Inverness and Ullapool”, marketing budgets play no part. Instead, it looks for the property whose information best matches the question. A well-documented family-run inn can therefore earn a mention alongside far bigger names.

Seasonality is also important. Pages that answer winter questions, such as what stays open in the Highlands in February or which hotels have open fires, give AI tools a reason to suggest you in quieter months.

An AI search optimisation checklist for hotels

Use this AI search optimisation checklist as your starting point:

1. Add a short, factual summary near the top of your homepage covering what you are, where you are and who you suit
2. Create a dedicated page for each room type, venue and experience
3. Add FAQs to key pages, answering the questions guests ask at reception
4. Use Hotel and FAQ schema markup so machines can read your details reliably
5. Keep your name, address, phone number and facilities identical everywhere online
6. Keep your Google Business Profile complete and current
7. Encourage reviews that mention specifics, such as rooms, food and location
8. Earn mentions from VisitScotland, regional tourism groups, local press and travel writers
9. Describe nearby attractions with accurate distances and travel times
10. Make sure your site loads quickly and key content isn’t hidden inside booking widgets

Once that’s in place, test your progress. Ask ChatGPT, Gemini and Perplexity the questions your guests would ask. Then note which hotels appear and which websites the answers draw on.

Writing content that AI assistants can quote

Writing style has a big influence on GEO. AI tools favour content that answers the question in the opening sentence or two, then adds detail. Short paragraphs, descriptive headings and plain language all help.

Specific detail helps most of all. Phrases like “unrivalled luxury” tell an AI nothing it can repeat with confidence. On the other hand, a line explaining that your restaurant sources langoustines from Loch Fyne gives it a fact worth passing on. Our copywriting team writes hotel content with exactly this in mind.

Your website’s build plays a role as well. Our bespoke web design and website development teams create hotel sites with clean code and clear page structure, which makes them easy for search engines and AI tools to read.

Choosing a generative engine optimisation agency

GEO is a young field, and plenty of agencies have added it to their service list almost overnight. When comparing a generative engine optimisation agency, ask a few simple questions:

• How will they measure your visibility in AI tools?
• Do they understand hospitality and the Scottish market?
• Will they strengthen your existing SEO foundations alongside new AI-focused work?
• Can they explain their approach without jargon?

Be wary of anyone promising guaranteed placement in ChatGPT. AI answers vary between users and shift over time, so no AI search optimisation agency can control them. A good partner will fold GEO into your wider digital strategy, where it supports your website, listings and advertising together.

Generative engine optimisation services from POSH

POSH has specialised in hospitality marketing since 2008, working with hotels, lodges and destinations across Scotland. Our generative engine optimisation services grow out of our search engine optimisation work. That means technical fixes, structured data, fresh content and reputation building, all shaped around how guests plan Scottish trips.

We also monitor visits from AI tools through our analytics and data mining service, so you can see what’s working. And if your team wants to understand AI search for themselves, our digital training sessions cover the essentials.

Curious how AI tools currently describe your property? Contact POSH and we’ll run the checks, share what we find and recommend the changes that will make the biggest difference to your AI search optimisation.

GEO for Scottish Hotels: FAQs

The post What is GEO? AI search optimisation for hotels appeared first on POSH Agency.

Almost every hotel search starts with a place. Guests type “hotels in Fort William” or “places to stay near Loch Ness”, and Google answers with a map, a handful of listings and a list of websites. Local SEO for hotels decides whether your property makes that shortlist.

For Scottish accommodation, the stakes are high. Online travel agencies dominate the broad searches, so local results are often your clearest route to a direct booking. Fortunately, local search rewards consistent effort more than big budgets. That gives independent hotels a fair chance to compete.

This guide explains what local SEO is, why it matters, and the practical steps any hotel or hospitality business in Scotland can take today.

What is local SEO marketing?

Local SEO marketing is the work of making a business more visible in searches tied to a location. It targets two areas of the results page. The first is the map section, often called the local pack. The second is the standard organic listings below it.

According to Google’s own guidance on local ranking, local results depend on three factors: relevance, distance and prominence. Relevance is how well your listing matches the search. Distance is how far you are from the searcher, or from the place they named. Prominence reflects how well known and trusted your business appears, based on reviews, links and mentions across the web.

You can’t move your hotel closer to Edinburgh Castle. You can improve relevance and prominence, though, and that’s where local SEO does its work.

Why is local SEO important for hotels?

The importance of local SEO comes down to intent. Someone searching “hotel in Oban with parking” already knows where they’re going and what they need. In other words, they’re close to booking. Appearing at that moment puts you in front of a guest who’s ready to act.

So, why is local SEO important for your bottom line? There are three main reasons:

• Direct bookings. Your Google listing can send guests straight to your own website, where every booking is commission-free.
• Trust. Photos, reviews and accurate details on your listing do much of the persuading before a guest ever reaches your site.
• Year-round demand. Specific local searches, such as “dog friendly hotel Aviemore”, bring enquiries in the shoulder and winter months too.

Local SEO also builds on itself. Each review, citation and well-written page adds to your prominence, and that makes future rankings easier to hold.

Start with your Google Business Profile

Your Google Business Profile is the foundation of local SEO for hotels. It’s free, and it’s often the first thing a guest sees about your property. Treat it like a second homepage.

To get the most from it, make sure you:

• Choose the right primary category, such as Hotel, Guest house or Bed and breakfast
• Keep your address, phone number and website link accurate
• Complete every relevant hotel attribute, including parking, Wi-Fi, pet policy and accessibility
• Upload high-quality photos of rooms, dining areas, the exterior and the view
• Write a clear description that mentions your location and what sets you apart
• Publish posts for seasonal offers, events and Hogmanay packages

Photos deserve extra attention. Guests judge hotels visually, so refresh your images each season to show the property at its best. Likewise, point your website link to a page that loads fast and leads clearly to your booking engine.

Reviews: the local signal guests read first

Reviews feed directly into prominence. More importantly, they’re what guests read when deciding between you and the hotel down the road.

The simplest approach is to ask. A friendly request at checkout, followed by a short email after the stay, works well for most properties. Just avoid offering discounts or gifts in exchange, since Google’s policies don’t allow incentivised reviews.

Next, reply to every review. Thank guests for kind words and respond calmly to criticism. Future guests notice how you handle a complaint, and a thoughtful reply often reassures them more than a perfect score.

Keep your details consistent everywhere

Search engines cross-check your business details across the web. As a result, your name, address and phone number should match exactly on your website, Google Business Profile, TripAdvisor, OTA listings and any directory that mentions you.

Mismatches creep in easily. A new phone number, a rebrand or an old listing from previous owners can all cause confusion. For this reason, it’s worth auditing your listings once a year.

For local SEO, Scotland offers some particularly valuable sources. A listing with VisitScotland, membership of regional tourism groups and coverage in local press all strengthen your prominence. Wedding directories and activity providers can help too, depending on who you want to attract.

Build local pages on your website

Your website supports your listing, and Google looks at both. Consequently, your site should make your location unmistakable.

Useful local pages for hotels include:

• A getting here page with directions, parking and public transport
• A things to do nearby hub, with separate pages for major attractions
• Pages for local events that drive demand, such as festivals or Highland games
• Clear information on who you’re ideal for, whether that’s walkers, golfers or families

Each page should cover one topic well. Our copywriting team writes these pages for guests first, then structures them for search. For a wider view of how rankings work, read our guide to SEO in the hotel industry.

Technical details matter as well. Hotel schema markup tells search engines your address, coordinates and property type. Meanwhile, many local searches happen on phones, often mid-journey. A fast, mobile-friendly site from our bespoke web design and website development teams makes sure those guests don’t give up and book elsewhere.

Local SEO for hospitality beyond hotels

Everything above applies across local SEO for hospitality. Restaurants, bars, self-catering cottages, wedding venues and visitor attractions all depend on being found by people nearby or planning a trip.

In fact, local SEO for businesses in Scotland brings its own challenges. A remote Highland lodge may compete with only a few properties, while a city centre hotel in Glasgow faces dozens. Seasonal demand shifts search behaviour throughout the year as well. Destinations and tourism bodies face similar questions at a larger scale, which is where our tourist destination management solutions come in.

Local SEO and paid search work well together

Local SEO takes time to build. Therefore, many hotels run pay-per-click advertising alongside it to capture bookings on competitive terms straight away.

Measurement ties it all together. Adding tracking tags to your Google Business Profile link, for example, shows exactly how many visits and bookings come from your listing. Our analytics and data mining service turns that information into clear decisions about where to focus next.

What to look for in a local SEO marketing agency

If you decide to bring in help, choose carefully. A good local SEO marketing agency should:

• Understand hospitality, including seasonality and OTA competition
• Report on enquiries and bookings, alongside rankings
• Write content specific to your property and area
• Explain its work in plain English
• Avoid promising guaranteed first-page rankings, which no one can honestly offer

The right local SEO marketing company will also fit into a wider digital strategy. That way, your listing, website, social channels and advertising all pull in the same direction.

Local SEO services in Scotland from POSH

POSH has worked exclusively with hospitality brands since 2008. Our search engine optimisation service covers everything in this guide, from Google Business Profile management and review strategy to local content and technical fixes.

Prefer to keep some of the work in-house? Our digital training sessions give your team the skills to manage listings and reviews with confidence.

If you’d like to talk about local SEO services in Scotland for your property, get in touch with our team. We’ll give you an honest view of where you stand and what would make the biggest difference.

Local SEO For Scottish Hotels: FAQs

The post Local SEO For Scottish Hotels appeared first on POSH Agency.

SEO in the hotel industry is the process of improving a website to increase its visibility and rank higher in organic search engine results. And yes, when it’s put like that, it seems very simple. However, there’s much more to it than you might expect due to the competitive nature of hospitality. There’s also the massive pressure from online travel agencies (OTAs) like Booking.com.

This guide explains what SEO in the hotel industry really is, why it matters for Scottish holiday accommodation, and how to get the basics right.

What is SEO in hotels?

SEO for hotels is essentially how you signpost your business online. Because your property might be the best place to stay for miles, but if it’s down an unmarked road with no signage, people drive past. As such, SEO tells Google (and therefore a captive audience) what you are, where you are, and who you’re for.

So, If you own a Scottish hotel or holiday property, hotel SEO should be a fundamental aspect of your marketing strategy.

Why SEO in the hotel industry is unique

Hotels face something most businesses don’t. Search “hotels in Inverness” or “places to stay Loch Ness” and the first results are rarely the hotels available. Instead, they’re OTAs like Booking.com and Expedia. These companies have massive budgets and brand recognition, and they’ll list your property while taking a hefty percentage of every booking.

So, SEO in the hospitality industry isn’t just about being found. It’s about being found directly, before a guest reaches a third-party site. Because every direct booking through your own website is free of commission, which is why SEO for hotels tends to be a worthwhile investment.

When it comes to SEO for hotels in Scotland, there’s also the battle of seasonality. A Highland property might run at 90% in July and 30% in February, for example, when the weather gets cold. This means that the searches worth winning change throughout the year, from summer to winter breaks, Hogmanay, and shoulder-season offers.

The importance of local SEO in the hotel industry

Local SEO connects your property to a place on the map. For hotels, this is arguably the most important element of SEO, since nearly every accommodation search includes a location. As a result, the perfect place to start with SEO for your hotel is with your Google Business Profile. This is the listing that appears in Google Maps and beside search results.

Yours should always include:

• Accurate opening hours and information
• Correct categories
• Plenty of great photographs
• A full description
• A steady stream of genuine reviews. Google treats reviews as a trust signal, so replying to them matters as much as gathering them, too.

Consistency is also important. Your hotel name, address, and phone number, for example, should match exactly across your website, Google Business Profile, TripAdvisor listing, and any other directory. For Scottish holiday properties, listings with VisitScotland are also important. This is because mismatches confuse search engines and makes them less likely to rank your hotels well.

How to do SEO for hotels: the basics

SEO for hotels requires four elements to come together. These are:

Keyword research 

Hoteliers like to think that people search for their brand name. However, guests often search for problems and places instead. This might be something like “dog friendly hotels Highlands”, “hotel with parking Inverness” or “wedding venue near Loch Tay”.

Keyword research is how you find this kind of information, and it establishes what guests search for most. And more often than not, you’d be surprised at what’s popular.

Content 

Website content is what users read, see, and hear on your website. This means photos, videos, and the written word, which should always be written for humans and structured for search engines. A top tip for content is that a clear page covering one topic beats the same message spread thinly across five.

Authority 

Authority comes from other reputable sites linking to yours. Tourism boards, local press, wedding directories, and regional guides all contribute to this.

Technical health 

Technical SEO includes speed, mobile usability, and whether Google can read your site properly. Which, on reflection, deserves its own section.

What is technical SEO for hotels?

Technical SEO is the behind-the-scenes aspect of search engine optimisation. It covers everything that affects whether search engines can crawl, understand, and trust your site. It sounds complicated, but the priorities for a hotel are fairly simple.

Page speed comes first, particularly on mobile. Large, unoptimised photographs can slow your website’s loading speed, and hotels tend to have hundreds of them.

Then there’s structured data, or schema markup. This is the code that tells search engines what a page is. For example, one page might describe the hotel, one might describe the room types, and another might be about the history of the property.

Hotel website SEO also depends on your booking engine being properly integrated into your site. This is rather than dumping guests onto an unrelated domain mid-journey.

Finally, there’s the growing question of AI optimisation. Guests increasingly ask ChatGPT or Google’s AI features where to stay, and those tools recommend specific properties. Being one of them requires clear structure, proper FAQ sections, and schema markup.

Most hotels haven’t done any of this set up yet, which makes it a rare chance for an independent to get ahead of much larger competitors.

How does SEO impact hotel revenue?

This is the question worth asking, and the answer runs along three lines.

First, commission. If SEO shifts even a handful of bookings a month from an OTA to your own site, you keep the 15% to 20% you’d otherwise have paid. On a £600 booking that’s £90 to £120 back to you.

Second, control. Guests who book direct give you their email address. This means you can market to them next year rather than paying an intermediary to reach them again.

Third, the quiet months. Ranking well for terms like “winter breaks Scotland” or “dog friendly hotels Cairngorms” brings enquiries when the phone would otherwise be quiet. What’s more, shoulder-season occupancy is often where the larger profit margins sit.

How long does search engine optimisation for hotels take?

It’s impossible to say exactly, but it’s a long-terms trategy. While local improvements often show within a couple of months, particularly around your Google Business Profile, meaningful movement on competitive terms typically takes six to twelve months. The strongest results might only arrive in years two and three as everything compounds.

This might be frustrating if you need bookings this month, but that’s why most hotels run paid advertising campaigns alongside their SEO efforts. Ads deliver traffic immediately while the organic work builds underneath. And as rankings improve, reliance on paid ad spend falls and the cost per booking drops with it.

Should you handle hospitality SEO in-house or bring in help?

Plenty of the basics sit within reach of your own team. Claiming and completing your Google Business Profile and asking guests for reviews, for example, don’t require technical expertise.

However, SEO gets more complicated with keyword research, technical fixes, and content strategy across a whole site. This is usually where owners hand it over to a professional, since running a hotel is a full-time job already.

Get in touch with our hospitality SEO specialists

At POSH, we’re a hotel SEO agency working with accommodation providers across Scotland, and our search engine optimisation service is shaped around the realities of Scottish hospitality. This includes seasonal demand, OTA competition, and the constant push for direct bookings.

If you’d like a straightforward conversation about where your property stands, drop us a line.

SEO in the Hotel Industry FAQs

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It’s probably why I always get asked what my average day looks like. So, let’s break it down to give you a better idea of what SEO copywriting really is and the reality behind the pages you read online.

The Start of My Day as An SEO Copywriter

I start by checking my to-do list to understand what needs doing and when. After replying to some emails and feeling pretty darn productive, I move on to one of the most important tasks of my working day, making a coffee.

Task One: Keyword Research

Keyword research is the backbone of search engine optimisation, so, coffee in hand, I start researching keywords for a batch of new blogs and service pages. I pray that I find terms with high volume and low difficulty that match the hilarious blog ideas I’ve come up with.

No luck, and I settle for a different angle on practically every piece. I’ll make them work.

Task Two: Actual SEO Copywriting

I add placeholders to the pages and blogs before I start, writing things like “CTA here, obviously” and “secondary keyword here, dur”. I make sure the H1 and first paragraph have that hallowed primary keyword included, and that my other headings are in place and ready to rock.

Then, I get to writing.

Obviously, I get carried away because I’m now suddenly very invested in what I’m writing, which is the different kinds of pressure washing services available in the UK.

I switch my focus to a milk frother blog, and find myself adding one to my cart. I don’t need a milk frother, but I suppose that’s the strength of compelling SEO copywriting, and the reason an SEO copywriter is a job in the first place?

I get another coffee.

Task Three: SEO Copywriter-Themed Existential Dread

Next, I start to disengage from reality because the best products might not be the best products, but simply have the best SEO. Are we all being fooled? Am I part of the problem?

This puts me into a bit of a spin, so I go out for lunch.

Lunch as An SEO Copywriter

I get into conversation with the waiter about what I do for a living. After failing to explain what an SEO copywriter is, I go with something along the lines of “I write websites so people can see them on Google” to a blank look.

Foolishly, I ask what he does for work, and he looks around, says “this”, and walks away. He doesn’t make small talk when he returns with my food.

Afternoon Task One: Competitor Research

I think about the lunch encounter a thousand times. Then, I start some competitor research for one of the blog articles I’m writing.

I find a ranking article and immediately judge their H1 tags, feeling smug. I then realise that I’ve written a similar article, which theirs is ranking higher for.

Audit time, but first, another coffee.

Afternoon Task Two: Write an SEO Optimised Service Page

Audit complete, I go back to my trusty to-do list and tackle a service page. I get into the groove with a clean structure, on-point metadata, and well-distributed keywords, and it even sounds like a person wrote it.

Because a person did write it. It was me.

I get way too into the writing and abandon my structure. I remember that people want a step-by-step guide built around search intent, not for me to run off on a tangent about the etymology of a verb I find interesting.

I re-focus and get a 90% ready draft completed. Job’s a good ‘en.

Afternoon Task Three: Optimise an Old Blog Post

Using the data from the audit, I refresh the old blog post so it can rank well with the Google overlords. This means doing all that good stuff: strategic edits using new terms, metadata rewrites, and deleting that one sentence that made me die inside on re-reading.

I then add internal links and polish off the blog with some good, royalty-free imagery and fantastic alt text. I’m as specific as possible, rather than writing something like “man smiling”.

Afternoon Task Four: Polish Off the Projects and Get Ready to Send

Time to get everything ready to send, which means loads of unnecessary final touches.

These include:

• Rewriting a headline 12 times and realising SEO copywriting is mostly arguing with yourself.
• Making another coffee, and noticing I didn’t drink my last one. Accidental cold brew, anyone?
• Spending 20 minutes coming up with a fun CTA for a blog, just to remember the client wanted me to write “the usual contact details” instead.
• Writing an email “briefly” explaining what I did for each page, which takes an hour.

Afternoon Task Five: Procrastinate

I need a fresh headspace before I click send, so I scroll through Google SERPs as if it’s Instagram. Nice featured snippet! I think to myself. I cringe.

The Final Task of The Day: Fire Off The Docs

Save the document. Attach to an email. Re-read and find two spelling errors. Edit and re-attach. Go back and remove the daft CTA I thought was cool at the time. Send to the client.

Rinse and repeat for every project I’ve done today.

The End of My Day as An SEO Copywriter

Close the laptop and hunt for the cat. The cat will make everything okay.

The post A Day In The Life Of An SEO Copywriter appeared first on POSH Agency.

How to use ChatGPT

In order to do anything with Chat GPT, you will need to actually know how to use AI. Follow these simple steps to start your ChatGPT journey:

• Visit chat.openai.com and log in (or sign up).
• Type your prompt in the message box on the homepage. This will tell ChatGPT what you want it to do.
• Once you receive a response, you can enter a new prompt, regenerate the response, copy it, or like/dislike it.

What can ChatGPT be used for?

You can use ChatGPT for a huge range of things. Plenty of people use Chat GPT on a daily basis, for small, personal tasks as well as larger professional ones. Here are just some of the uses of ChatGPT:

Explaining complicated topics

Sometimes, no matter how many times you re-read something or research it in different ways, things just do not make sense. If you’re struggling to understand a concept or a topic, you can use ChatGPT to get an easier-to-digest explanation.

You can simply give Chat GPT the prompt “explain x to me like I’m 5”, and it will provide you with an explanation much less convoluted than pages like Wikipedia. This can really useful for theoretical concepts, especially if you don’t want to pause reading a text or a brief but are stuck on one word. Rather than spend half an hour researching, simply ChatGPT it.

Solving maths problems with a step-by-step explanation

For people who simply cannot get on with maths equations, ChatGPT can help hugely. Not only will it answer your question, but it can break the answer down into a step-by-step of working out. It allows you to get an answer, but most importantly, it shows you how to do it yourself. This can be really helpful for revising students.

Creating a meal plan

Trying to decide what to eat each and every night can be exhausting. With the help of ChatGPT, however, that is a thing of the past! No more getting to 6 pm and ransacking the fridge to see what you can make – give it prompts about the kind of foods you want it to make.

For example, you could ask ChatGPT:

• “What are some high-protein meals that use red peppers, beans and cottage cheese?”
• “Can you suggest some low-fat dinner ideas that only take 20 minutes?”
• “What can I cook for someone who is gluten-free, vegetarian and lactose intolerant?”

Any of these will give you a handful of meal suggestions, allowing you to get your tasty evening meal without having to do too much thinking.

Suggesting things to do

If you’ve got a group of friends over, ChatGPT can be really helpful in picking something to keep you all busy. You could ask ChatGPT for ideas for card games, or questions to ask to break the ice, you could even try to ask it for a murder mystery game!

Using ChatGPT for business

Chat GPT has uses beyond just personal projects. You can also use it to help with a variety of business tasks. For example, it can help you to plan your time effectively, conduct market research or plan online content and social media posts.

Coming up with hashtags and keywords

Since ChatGPT can scour the internet, it can be really useful in finding social post hashtags for you to use in your marketing. Likewise, ChatGPT can be used to find keywords for you to use in your articles. All you will need is to type in a few of the keywords you already have and it will provide a list of related words.

Creating outlines for articles

Once you’ve got keywords and a title, you can ask ChatGPT to provide you with a list of subtitles and headings for a piece of content. It will keep them as closely related to the keyword that you’ve given as possible, and make sure that the article has as much information as possible.

You can then provide your writers with the outline to shape the content perfectly. Just make sure you give the outline a once over before you send it out, as sometimes it might include headings that don’t fit your content plan.

Creating business strategies and schedules

If you outline your target audience and goals, ChatGPT can help you to create a marketing strategy with content calendars and schedules. It can help you with processes, time management and workflows across many areas of your business, such as HR, sales and payroll. Within your industry, it can identify current trends and gather market research and insights. It can also carry out competitor analysis and suggest improvements. Even if it isn’t perfect, it provides a good base to work off!

When not to use ChatGPT

So if ChatGPT can do all of these things, surely you should use it for everything? It would make life easier – right?

Well, the short answer is no. Using it to create keywords, strategies, and outlines is fine. But beyond that, you run the risk of it harming your performance. Google’s algorithm, as it stands, can identify AI-generated content, and it will penalise pages accordingly. If you use ChatGPT to write content for your pages, you may find that the pages do not do as well as you’d like them to. No matter how many keywords it has or how much you promote the page. You may also find that some of the generated content has inaccuracies or irrelevant information, which can add to the spread of misinformation.

It is also important to consider that while ChatGPT can be used to craft content strategies, others may do the same. If your competitors are also using ChatGPT to create their strategies, you might be using the same strategy. That won’t work well for either of you.

Real humans still needed!

So, in summary, ChatGPT can be really useful for some things. It can reduce the number of hours you need to spend doing some things. Meaning you can get on with other things that you wouldn’t normally have time for. Or spend more time on special projects. And, of course, it is still learning. Future iterations will no doubt give even better solutions to the tasks detailed above.

However, what is clear is that using a real human being is still the way forward for other things! So, if you need help with your website, content creation, blogs, etc., we have real human writers and marketing experts. Get in touch to see what we can help you with.

The post How to use ChatGPT appeared first on POSH Agency.

Having worked with all sorts of businesses in the hospitality sector, we know what works best for businesses. Whether you run a local bed and breakfast full of charm or a hotel in a bustling city, we’ll be able to adapt our services to best suit your business needs.

What separates us when it comes to hotel websites?

Our team is passionate about their work and will work hard to help your business soar. When you work with POSH, you’re not just hiring a team of hard workers, but a team that knows the hospitality business like the back of its hand.

We have a track record of creating elegant websites that bring customers back time and time again. Our websites are built with both your business and your customers in mind. We want to make sure that your website is easy to crawl and index for SEO purposes. But more than anything, that makes sense to your customers and converts leads into sales. Booking a night or a holiday away will be smooth and easy for your customers.

Our work

If you’re not sure what we mean when we say that what we do stands out from the crowd, browse some of our work. Our clients are more than happy with the results of the work our team has done with them. And we’re excited to continue working with them to improve on those results.

Kingsmills Hotel

Kingsmills Hotel is a luxury 4-star hotel in Inverness, with luxurious rooms, incredible dining options, and spa facilities. When Kingsmills Hotel came to us, their website was not working for them. We worked together to rebuild the website and implemented a highly focused SEO campaign. Since working with us, Kingsmills Hotel’s overall online revenue has increased by 503% annually.

It doesn’t stop there, though. The hospitality industry changes all the time, and as the experts, we continue to work with the folks at Kingsmills Hotel to maintain their website. This allows us to help guide their hotel website and their business in the right direction.

Parliament House Hotel

Our team has been working with Parliament House Hotel for 11 years now. In that time, we have worked together on everything from SEO to PR, constantly adapting our relationship to fulfil the business’s needs. We understand that businesses change over time, and so we’re always happy to work on a range of projects with clients.

Most recently, during COVID, we rebuilt the Parliament House Hotel website. This was a big task after such a long working relationship focused on creating pages with precise SEO targeting! It worked out incredibly, though, with the hotel having since increased its online revenue by 280% per year.

As it stands, POSH is responsible for Parliament House Hotel’s social media, SEO, digital strategy, and newsletters. We hope to continue providing the team at Parliament House with outstanding results.

What makes good hotel booking websites?

Over our 15 years in business, we have learned what it takes to create a really good hotel booking site. Through plenty of user testing, we’ve made lots of discoveries about what works really well, and what doesn’t. We have skilled staff who can help your website and business when it comes to:

SEO management and cracking content

Getting your website to rank on SERPs can be difficult, especially when the algorithm changes all the time. Our team of highly skilled SEO content specialists keep on top of trends and write cracking content. They make sure that the clients we work with are still ranking well on Google so they get more conversions and a higher ROI.

UX web design for smooth, elegant websites

As well as our talented web developers, we have a team of UX web designers who craft beautiful, user-friendly websites. And making sure that the websites serve the business while providing the business’ customers with a great experience. They focus on building a reputation and making sure customers come back time and time again. And you can choose between a bespoke site or a budget one.

PPC advertising and more . . .

Our PPC advertising experts offer the opportunity to increase website traffic using clever campaigns. Improving revenue and keeping business flowing for our clients!

That’s not even half of it, though. To create truly wonderful hotel websites, you need experts in analytics, social media marketing, and a solid digital strategy. And a team who will work their absolute hardest for you in every aspect of digital marketing. But where do you find a team like that?

Here! We are that team. Read more about our web design services and contact us today to see how we can help your business (and website) be the destination to visit.

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All of our feedback is taken and used to shape the way that we continue to work, ensuring that we are consistently providing our clients with the best service possible.

Our services

We offer a large range of services to help businesses maintain their traffic and to generate more ROI and conversions. Whether you’re looking into UX web design, website development, digital strategy, social media marketing, analytics or SEO services, we can help. We become part of your team and support you all the way. We also offer digital marketing packages to suit all budgets.

Just like we did for Apex Hotels, who have said that our ‘guidance and support’ was ‘invaluable’. We helped Apex to strengthen their position, so much so that the company exceeded their revenue expectations in the early months post-launch. Likewise, David Brown of Rugby Plus told us how much he loves ‘the drive and enthusiasm’ our team has shown while helping his business. He recognises that ‘the continual support from POSH’ keeps Rugby Plus achieving highly successful results.

In addition to our enthusiasm, everyone on the team at POSH is highly-skilled and knowledgeable. We will ‘meet every challenge’, as Table Manors found. This leaves our clients ‘delighted with the result’ of the websites we create and work on for them. Those we represent as a PR agency are ‘thrilled to be represented by POSH’, and we have a ‘great blogger and journalist outreach’ to provide you with the best digital strategies and PR.

For more about the services we offer, take a look here and see how we can help you to improve your online presence. And take a look at our client testimonials below.

What have our clients said about us in their testimonials?

So what exactly do our clients have to say? We’ve given you sneak peaks into our clients’ satisfaction, but here are a handful of our clients’ reviews of our stellar services.

Kingsmills Hotel

We worked with Kingsmills Hotel on their website, we manage their social media and we created a digital strategy for them. The sales and marketing manager, Joyce Arbuckle said,

“I have worked with POSH for 10 years now and can highly recommend them. They deliver digital solutions for our hotel with creativity and enthusiasm. Their engagement with our product and market has been outstanding and a huge plus when creating the marketing initiatives on our behalf.”

Islay Cottages and Peatzeria

We built new websites for Islay Cottages and the Peatzeria. And we make sure they have fresh content optimised for SEO to bring in new customers. David and Caroline Thompson said,

“We have used the POSH agency for some years now, they have now created websites for two businesses for us on Islay.  You really feel they are working in partnership with you.  Virtually all of our business is online, and our bookings have increased dramatically.”

And went on to say,

“Our ranking has been consistently high since POSH started to manage our digital marketing for us.  This directly results in much higher levels of business, great company to work with.”

Persabus Farm and Pottery Cafe

We built a fantastic new website for Persabus Farm and Pottery Centre and helped with content for it. The owner, Rosemary Fletcher said that she is really happy with the overall design and layout.

She says that the website is outstanding and surpassed her website dreams! She finished her client testimonial with,

“I really appreciate all of your help, support and encouragement with my written pieces and then for the amazing professional job you have done in processing it all into such a fantastic site.”

Want to read more? Check out our client testimonials here. We hope to add yours to the list soon! Give us a call to see what our team can help you with.

If you want to take a peek at our work, look at our client list and explore their websites!

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There are two main aspects of website design: UI and UX. UI stands for the user interface and refers to the screens, buttons, and toggles. Predominantly visual elements. Whereas UX stands for user experience, and refers to the interaction that visitors have with the website. UI has been the focus of many websites and apps for a long time. But in order to succeed, a website needs to have good UX and UI design. Here at POSH, we know how important user experience design is to websites, and we have a skilled team that works to help companies to perfect their website with excellent UX design.

What exactly is web UX design?

Web UX design considers every single element that will shape a visitor’s experience when visiting a website. It considers how each element will make the visitor feel. It aims to make the website easy to use, efficient, fast, relevant, and pleasant to use. The goal of a good UX designer is to ensure that each visitor leaves the webpage as satisfied as possible.

How does user experience design work?

Using product development, strategy, market research and design knowledge, user experience designers aim for an intelligent, seamless experience for the user. They allow businesses to better meet their online customers’ expectations and needs.

Generally speaking, web UX design is done in five stages. These stages include:

• Research and understanding
• Prototyping and wireframing
• Testing
• Launching
• Iterating

Research

In the first stage, UX designers will do user research, market research and historical analysis. This is done in order to understand the market and what your competitors are doing. The designers will map out the goals, as user personas, and explore previous iterations of the website. All of this research allows designers to set a clear path for the website’s design.

Prototype

The web UX design team will then create a prototype and wireframe. This outlines how the website will work. Much like a building blueprint. Usually, the prototype will be used to get feedback so that the team can hone the UX even further.

Testing

After that, testing can begin. A series of tests will be run to identify any existing or potential issues that may damage the user experience. The goal is for the web UX designers to spot anything that may be confusing, slow, or not worth further development.

Iteration

The new pages can then be launched, although often in stages. Any issues from testing can be fixed, and a soft launch or beta launch can be done for additional feedback if necessary. After the launch, the web UX design team will work on iteration, where they continue testing their work and researching ways to improve it. UX design is never just ‘done’ – it can always be improved!

Can UX design really improve your website?

It makes sense that UI can impact your website’s performance, but can UX really help to improve your website? Is it important?

The answer is yes. Web UX design is really important, and a great way to improve your website’s performance. The long-term effects of good UX are:

Improved reputation

Word-of-mouth marketing can be paramount in achieving more traffic when it comes to running a business. Whether you’re running a hotel website or an e-commerce site, the happier your visitors are when they use your webpage, the more likely they are to recommend it to their friends.

Someone who is kept waiting at loading pages. Or who stumbles across random, ill-thought-out pages when trying to navigate a web page is unlikely to praise the site to their colleagues or friends. When a page loads seamlessly, and navigation is easy and effortless, people are likely to be much happier!

A better reputation directly correlates to better traffic. Reputation is essentially free advertising, so it’s important to make the most of it!

Improved visitor loyalty

When visitors to your page know that they can trust your website to work time and time again, they are likely to return. By improving your web UX design, you can improve customer loyalty, and build a community of customers who visit your web page time and time again.

Obviously, customers prefer a website with good UX design. 66% of people are even willing to pay for a better experience. And 86% of customers would also say that the experience on a web page matters just as much as the services it hosts!

Improved conversions and ROI

Having improved reputation and loyalty, it makes sense that improved ROI conversions would follow. This is perhaps the most important effect of user experience design. So ensuring great UX design is a no-brainer.

In fact, studies have shown that good web UX design can increase conversion rates by as much as 200%. And can help a website to reach a conversion rate as high as 400%! A recent study has shown that every $1 invested into UX earns $100, a 9,900% ROI.

Where to start with UX design?

If this all sounds brilliant, but you don’t know where to begin with your website’s journey into the world of UX design, you’re in luck. At POSH, we have a wonderful team of UX designers who can help you to take your website to the next level. Give us a call to see what we can do for your site and user experience.

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What is SEO?

SEO stands for search engine optimisation, and it is essentially a series of rules that help companies make sure their website pages achieve high rankings in search results. Without SEO, landing pages, articles, and blogs, would just get lost in the ether.

When a webpage follows SEO guidelines, it is much more likely to bring more traffic to the website. People searching for services, answers, or even the news, are unlikely to scroll much further than the first few suggestions on their search engine. In fact, studies have shown that the top search result on Google will receive 31.7% of the clicks, and the top three will share 75.1% of the clicks.

Anything below those top three will still get traffic, of course, but not the most traffic possible. And nobody wants that! By understanding and implementing SEO tactics, businesses, and content creators can ensure that their web pages earn a place in those top few spots.

How does SEO work?

It’s impossible to correctly use SEO on web pages without first understanding how it works. Once you know what it is you’re doing and why you’re doing it, SEO becomes much easier to understand.

The first thing you need to know is that every search engine has crawlers, sometimes called spiders, which spread out across the internet to find new web pages. When they find new web pages, they are added to the search engine’s index. Then, when someone searches for something, the search engine will check its index and provide the most relevant web pages, ordered in accordance with their deemed relevancy. Much like asking a librarian for the index cards for the section that has books on the subject you want.

SEO works by increasing the relevancy of your web page. It targets specific keywords and phrases, links, and alt texts to ensure that crawlers can accurately work out what your web page is about. But that’s not to say that your web pages should just be full of random keywords and hyperlinks left, right, and centre. In fact, SEO works best when you try to understand what your audience is searching for, and then try to satisfy those needs with your page.

The basics of being an SEO content writer

In order to effectively implement SEO tactics as a business or a writer, you will need to do some SEO training. This will help you to really grasp the importance of SEO, as well as learn all of the key skills you need to maintain a good SEO strategy. For now, though, let’s take a look at the basics of SEO management. The key elements for an SEO writer are:

Crawlability

Like we said, Google and other search engines will crawl and index your web page. If the crawlers find your webpage to be difficult to crawl, perhaps because your sitemap is faulty, or there are no internal links, then they will not be able to report all of your web pages to the index.

If you’re not in the index, you are not going to come up on the SERP (search engine result page). This can be a catastrophe regarding traffic, but fortunately, it is often easy to solve.

High quality content

Content is king! Crawlers prefer it when your webpage has a strong standard of content. This means avoiding automatically generated content, or duplicate content, as well as content that has very little substance or is just full of unnecessary key words. And the internal links to the page as mentioned above. After all, if your website doesn’t link to the page you have written, why should the search engine offer it in results? You clearly don’t think it is important enough to link to.

In some cases, pages cannot help but be ‘low-quality’, when they’re doorway pages or pages that exist for a very specific purpose. Generally, though, it is best to use few of these and to focus on high-quality pages and content.

Keyword research and using keywords

When crawling your page, search engines need to be able to determine what it is your web page is talking about. To do so, they need to be able to pick up some keywords. Too many people take this to mean that they should stuff their pages full of keywords – that’s not the case.

The best way to use keywords is to do plenty of research into what your audience is looking for. This is called keyword research. You can then use these keywords to shape your content strategy, using them sparingly in your title, heading, and meta description. And then a spattering throughout the copy. This ensures that crawlers know what your page is all about without thinking it is spam.

Backlinks

Unlike the first two SEO elements, this is not something that you can add to your web page. It is known, for that reason, as an off-page SEO element.

Having backlinks can be greatly beneficial to your website, but they can be hard to build. Backlinks are links from other websites to yours, and they can really help to improve where you rank. Search engines will look at how many backlinks you have and where they are coming from. Backlinks from high-authority websites are worth more than spam or low-authority websites. But beware! There are lots of companies out there promising tons of backlinks for a price. Avoid these. Search engines will be able to differentiate between these and genuine backlinks from relevant sites.

How to make your first step with SEO

The key takeaway from this blog is that if you want to become an SEO writer or specialist, you need to really understand the following:

• SEO
• Keywords
• Backlinking
• SERPs
• SEO strategy
• And more

If you’ve never worked on SEO before, setting up an SEO strategy can be daunting. But don’t panic. There are plenty of ways to slowly introduce yourself to it, like SEO training, or hiring an SEO specialist like us here at POSH. To get you started, here’s our Key to SEO Success.

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But firstly, what is it? In simple terms, SEO (Search Engine Optimization) is all about making your website more visible on search engines like Google. The more visible your website is, the more traffic you’ll get, which can lead to more sales or engagement. SEO helps you to make sure that your website is being ‘served up’ to the right people, searching the Internet for what you are offering.

Implementing SEO techniques, and doing the necessary research can make a world of difference. But, what a lot of people don’t think about is conducting an SEO review of their website.

Too often, businesses assume that once the SEO techniques are in place, they can leave it at that. In reality, though, SERPS (search engine results pages) are constantly changing because the algorithms that the search engines use change. An SEO review of your website can help keep your website at the top of the page. And POSH is here to help!

What is an SEO review?

An SEO review, sometimes called an SEO audit, allows you to evaluate how well your website is optimised for search engines. It can be used to identify errors and any issues that may prevent the website from performing and ranking well on SERPs. After all, every business wants its website to be at the top of page one!

What will an SEO review look at?

A comprehensive SEO review will at how your website is structured. And it will look at how easy the pages are to index. It will evaluate any keywords used, competitor benchmarking, the on-page SEO, and your backlink profile.

In essence, an SEO review aims to produce an SEO report that shows you what search engines will see when they look at your website. It’s like doing a mock exam before the real thing, and shows you the areas you need to improve on! Here at POSH, our SEO experts regularly provide SEO reviews for our clients. Give us a call to find out more.

Why is an SEO review important?

If you’re still not convinced as to why you need an SEO review here are 5 things that an SEO report can help with.

Determining which keywords your pages are ranking for

You may be using a huge number of keywords on your pages. But without an SEO report, you won’t know which of them you’re actually ranking for! We can help you figure out which keywords you’re performing well for on SERPs.

This allows proper optimisation of your content. Giving you the opportunity to implement any SEO techniques from those pages elsewhere if possible. At POSH, we can help you through this process, with our SEO experts raring to get your website performing as best it can.

Showing you which keywords are actually bringing in any traffic

You can rank for a keyword without that translating into traffic (or translating into the wrong kind of traffic). An SEO review will show you which of your keywords are bringing in traffic to the site, showing you exactly which pages and articles are doing well, versus what is not.

With this knowledge, we can work on your highly-ranking pages to get them to bring more traffic in. And we can work on those pages that aren’t doing so well to improve them.

Shines a light on any out-of-date SEO practices that you’re using

The nature of the IT world is that everything changes, and pretty quickly. Search engine algorithms are no different. If you want to rank on the SERPs, you need to be able to keep up with the algorithmic changes that occur.

One of the easiest ways to do this is by booking an SEO review or an SEO audit. It will quickly shine a light on any aged techniques that are holding your website back.

Prevents your visitors from running into broken pages

There’s nothing more frustrating than trying to buy something or book somewhere only to then have the Error: 404 message pop up on your screen. Customers will often immediately click away from your page when this happens, and it can ruin the user experience for them.

By booking an SEO review with POSH, you can ensure your visitors do not run into 404 errors and keep your website’s architecture nice and smooth.

Discovers any differences between desktop and mobile sites

Mobile pages need to run just as smoothly as desktop pages. After all, in 2019 53% of traffic came from mobile users. And this can often be where SEO gets forgotten. An SEO review will show you whether there are any discrepancies between how your pages work on both. And will highlight any issues with your mobile website. If the SEO report shows issues with your mobile site, then this is definitely something to put at the top of your SEO task list!

If you’re feeling overwhelmed by it all, or want experts to take a look, contact us today for SEO help.

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Glasgow is a bright, beautiful and booming city. With so many new businesses forming and existing companies growing, it’s a great time to think about how well your website is performing. Our POSH team have local knowledge of the area and our clients love that we can talk to them about how promoting the city can help develop their own business. Posh’s SEO services in Glasgow are one way to do just that.

SEO company in Glasgow

Search engine optimisation or SEO is all about making sure Google can read your website, understand what you do and serve up this information to those searching for it. A well optimised website means Google can trust that the information it offers to its customers is accurate and relevant. Our job is to make sure this happens and that you are at the top of the list. After all, have you ever searched on the second, third or fourth page of Google search results? No, neither have we.

Some companies want to target local people whilst others aim for tourists from across the world. There is so much opportunity in Glasgow that deciding on the best strategy can be difficult. This is where we come in and can help you find focus. By doing so, we can make sure your site targets your potential customers, increasing your online visibility. 

SEO is a long game and takes time to rise in the rankings. By working together in partnership with you, we can ensure we grow your site and enhance your SEO over time. 

Web design Glasgow

We use WordPress to design our websites. This is a creative tool which lets us create original and bespoke websites. Need an online shop? You’ve got it. Want to have a hotel booking system integrated? No problem. Whatever you need, we’ll find a way, and make sure users can navigate around it easily.

Our websites are all responsive and mobile friendly.  From mobiles to tablets to gaming PCs, your website is going to look fantastic on them all. 

SEO in Glasgow

If you’d like to find out a bit more about us, you can read more about our services here. When you are ready, get in touch online or give our friendly POSH team a call on 0141 278 6702

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Based in Scotland, our outpost in Edinburgh means we can feel the pulse of the city. This helps us to connect with the needs of our clients and their customers. By feeding in our local knowledge, we can create bespoke websites which will rank highly on Google search results. This is thanks to our proven SEO digital strategies. Our skills at website design in Edinburgh go hand in hand with our search engine optimisation knowledge. As such, we will create a powerful online marketing tool for your business.

So whether you want to capitalise (sorry) on Edinburgh’s historic architecture, promote the range of tourist attractions like Edinburgh Castle, the Royal Mile or Arthur’s Seat or even develop your site into a thought leader in finance and the economy, we are quite literally here to help in Edinburgh.

Search engine optimisation in Edinburgh

Search engine optimisation (SEO) is a way in which we can let Google know what your website is about. This way, it can serve up your pages to its customers who are interested in doing business with you. A website with optimised SEO will regularly appear towards the top or organic search results.

Additionally, we can write engaging blogs for you. Blogs ensure your website is consistently updated with new and relevant content about your business. This way, you can connect with your potential customers a bit more and build trust.

Upgrade your existing site’s SEO with POSH

If you already have a website and are looking for it to be upgraded into one which has been optimised for search engines, then we can help. We will go through your pages and analyse the on-screen text, as well as how the site is coded. This way, we can improve your SEO. This will enhance your position on Google search results. 

WordPress web design Edinburgh

WordPress is a powerful web design tool. This is why here at POSH we use it to create your bespoke site. Throughout the design process, we will work with you as a partner to ensure everything is exactly how you want. Our high standards mean that we ensure every aspect of your website has the user in mind to ensure they can understand your business, and how they can buy from you. So as a result, you know you are going to get an original, built-from-scratch website which is exactly how you imagined it would look.

Our websites are all mobile friendly. They look just as great on an iPhone, iPad and Samsung mobiles as they do on a top of the range PC. Therefore wherever your target audience are, your website will look perfect.

SEO and website design in Edinburgh

If you’d like to find out a bit more about us, then you can read more about our services here. When you are ready, get in touch online. We are a marketing and SEO agency in Edinburgh so you can also give our friendly POSH team a call on 0131 215 1306. 

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