Digital Toolkit

In today’s digital world, a visitor’s journey begins long before they reach their destination: it begins with an online search, an inspirational piece of social content, or a visit to your website.

We’ve curated a series of toolkits providing actionable tips covering web, email, SEO and SEM best practices, to help you help your visitors begin their journey.

As of late 2025, Google holds around 90% of the global search engine market, making it a valuable area for optimising your discoverability.

Business Profile

When you search for a business through Google search or select it on Google Maps, you will often see a profile with information about the business: opening hours, contact information, addresses, etc. This is what is known as a Business Profile and may be many potential customers' first impression of your business.

Unless set up or claimed by the business, this profile is autogenerated using information from across the web, which can sometimes contain errors and is not controlled by the business.

If you have not done so already, our recommendation is that you either claim or create your own Business Profile. This process is free and allows you to control and ensure the accuracy of the information displayed on your profile. It can also be personalised with photos, offers, posts, and more, optimising how your business is displayed in Google search results and on Google Maps.

Follow these steps to claim or create your own Business Profile:

Search: See if a profile already exists for your business by searching for it at business.google.com/add.
Claim: If a profile exists, claim it to verify ownership and take control.
To claim the Business Profile -
On Google Search select ‘Own this business?’ and then ‘Manage now’.
On Google Maps select ‘Claim this business’, ‘Get verified’ and then ‘Manage now’.
Verify: Select a verification option and then follow the instructions on screen (often via postcard, phone, or email).
Create (if needed): If a profile doesn't already exist, you can create one by selecting ‘Add your business to Google’ on business.google.com/add.
Manage: Once claimed you can update your opening hours, add photos, respond to reviews, and post updates to help build good customer relationships and attract new business.

Free Marketing Tools

Google offers several free marketing tools through your Google Business Profile dashboard:

“Review Us” Link: Once you have a claimed Google Business Profile, you can generate a custom link which takes customers directly to a pop-up where they can leave a review which appears on your google profile page.

To do this, go to your Google Business Profile and select ‘Ask for reviews’. This will generate your unique review link.

This link can be used to create a QR code which can be placed on cards, posters, or flyers, making it even easier for customers to provide feedback. You can use free software such as Canva or Adobe Express to create QR codes from links.
Google Profile Update Posts: You can post updates directly to your Google listing which appears in Google search and on Google Maps. This is a great way to communicate with potential customers.

Search Engine Optimisation (shortened to SEO) refers to improving the visibility of your website in organic (unpaid) search engine results. It involves optimising content, site structure, and keywords to make sure your website is relevant to what potential customers are searching for. Good SEO will result in your website appearing higher up in organic search results, leading to more clicks.

Here are some ways to improve your SEO:

Keywords: Find relevant terms your audience is searching for and incorporate them into your content, titles, and descriptions. You can check which keywords and phrases your customers are searching for using free tools such as Google Trends, and Google Search Console. Other professional tools are also available for more in-depth research such as Semrush.
Quality content: Ensure you are publishing original, valuable content that answers any questions your audience might have, using good structure, headings, and simple language.
Meta Titles: Meta Titles (sometimes called Title Tags) are the clickable headlines for webpages that display in browser tabs and appear in search engine results. They are crucial for SEO and should be concise (generally under 65 characters), contain keywords, and be relevant to the page content.
Meta Descriptions: These are the short descriptions of a webpage that appear under the page’s title in search engine results. They should be concise, under 160 characters, and are your opportunity to persuade potential customers to click on the page.
H1 Title Tag: This is the most important HTML heading on your page, telling users and search engines what your webpage is about. Ensure it is relevant, contains keywords where necessary, and provides immediate context on the page’s content.
Updating existing content: Refreshing old content is often more efficient than creating new content and can help your website stay relevant.
Image optimisation:
- Descriptions: Image descriptions are stored in the metadata of an image and can be optimised to improve SEO, such as by including additional keywords where necessary.
- Alt-text: Make sure to use descriptive alt text for your images to improve SEO. Image alt-text is also used by screen readers and helps make your site accessible, ensuring all potential customers are able to access your content.
- Size: Images should strike a balance between being high quality without the file being too large to the point where it slows down your site. The general recommended standard for web optimised images is 72 pixels per inch (PPI) with a file size under under 200-500KB.

For more information on image optimisation, read this guide from Adobe: https://www.adobe.com/uk/creativecloud/photography/discover/image-optimisation.html

URL optimisation: Keep your URLs short and relevant to the page content. Separate words within them using hyphens and avoid using special characters and numbers.
Mobile optimisation: The vast majority of web browsing is now conducted on mobile devices. Test the mobile version of your website thoroughly to ensure a smooth user experience.

While SEO focuses on earning traffic through organic rankings over time, Search Engine Marketing (SEM) involves using paid advertising to appear at the top of search results immediately.

SEM is a powerful tool for Guernsey businesses to "jump the queue" and reach potential visitors exactly when they are searching for a place to stay or things to do on the island.

Why Use SEM?

Instant visibility: Unlike SEO, which can take months to show results, an SEM campaign can put your business on page one of Google within minutes.
Precise control: You can choose to show your ads only to people in specific locations (e.g. the UK, France, or Jersey) or those searching for specific terms like "luxury hotel Guernsey."

SEM Tips

Focus on specific keywords: Choose terms that suggest a user is ready to book, such as ‘hotels in St Peter Port’ or ‘Guernsey self-catering deals,’ rather than broad terms like ‘Guernsey weather’.
Use negative keywords: To avoid wasting money, set ‘negative keywords’ to prevent your ads from showing for irrelevant searches. For example, if you are a high-end hotel, you might add ‘cheap’ as a negative keyword.
Create dedicated landing pages: Don’t just send everyone to your homepage. For example, if your ad is about a ‘Romantic Spa Break’, the link should take the user directly to your spa page.
Leverage ‘Google things to do’: If you are an attraction or tour operator, look into Google things to do ads. These are specialised ad formats that display your prices, photos, and booking links directly in search results and on Google Maps.
Highlight your UVPs (Unique Value Propositions): Use your ad text to mention things that set you apart, such as ‘free airport transfers’, ‘local ingredients’, or ‘direct beach access’.

Monitoring Your Spend

Set a daily budget: You have total control over how much you spend. Start with a small daily limit to test which ads perform best before increasing your investment.
Track conversions: Ensure you have tracking set up so you can see exactly which ads lead to a booking or an enquiry. This allows you to see your return on investment clearly.

Building Your List

Sign-up prompts: Add a clear sign-up form to your website. Offer an incentive, such as an ‘insider guide’ or a small discount on a future stay or product, to encourage people to join.
Competitions: Running competitions or giveaways can be a good way of gathering emails for your database. Ensure you are compliant with data protection laws (GDPR) by using a clear "opt-in" checkbox.
QR codes: You can place QR codes in physical locations (hotel rooms, reception desks, or menus) that lead directly to your email sign-up page.

Best Practices for Content

Subject lines: Keep them short and intriguing. Aim for under 50 characters to ensure they don’t get cut off on mobile devices.
Personalisation: Use the recipient's first name in the greeting. Most email platforms allow you to do this automatically using "merge tags."
Clear 'call to action' (CTA): Every email should have a goal. Whether it’s "Book now," "View our menu," or "Read our blog," make the button or link easy to find.
Visuals: Use high-quality imagery of your property or the local Guernsey landscape to inspire the reader. You can visit our asset library to download high-quality images which can be used to promote Guernsey. Remember to add alt-text to your images for accessibility and SEO purposes.

Testing and Timing

Mobile first: Over 50% of emails are opened on mobile. Always send a test email to yourself to ensure the text is readable and the buttons work viewing the email on a smartphone.
Frequency: Consistency is key, but quality matters more than quantity. Aim for a monthly newsletter or seasonal updates rather than daily emails that might annoy or fatigue your subscribers, leading to "unsubscribes."

User-generated content refers to any content (photos, videos, or reviews) created by your customers rather than your brand. For travel and hospitality, UGC acts as powerful "social proof." Potential visitors are much more likely to trust the recommendation of a fellow traveller than an advertisement.

Why UGC Matters

Authenticity: Real photos from real visitors feel genuine and can help inspire other potential visitors to travel to Guernsey.
Cost-effective: It provides you with a stream of high-quality marketing material without the cost of a professional photoshoot.
Engagement: When you share a visitor's photo (with their permission), it builds a sense of community and loyalty.

How to Encourage UGC

Create capturable moments: Place a focus on capturable moments as part of the experience you offer - a beautiful view, a unique piece of decor, or a beautifully-plated local dish.
Hashtags and handles: Display your social media handles and a dedicated hashtag on your menus, in-room guides, or signage.
Run a competition: Encourage visitors to share their best holiday photos with a specific tag for a chance to win a prize, such as a voucher or an afternoon tea.

Sharing and Rights

Always ask permission: If you see a visitor has posted a great photo of your business, comment or send a direct message asking if you can re-post it on your own channels.
Give credit: Always tag the original creator in the caption. This shows respect for their content and encourages others to share their photos too.
Leverage reviews: Turn good written reviews into visual content. Use tools like Canva to place a positive quote over a photo of your business to share on social media.