Search and content work for small businesses, maritime, tourism, hospitality and travel
We work with businesses in any industry. Independent small businesses and these four sectors are the ones we know best, and knowing them changes the order we do the work in.
A dive centre and a hotel both need to be found. What they’re found for, who decides, and how long the decision takes are nothing alike.
Industries we work with
Five kinds of business, five different problems.
Independent small businesses
Owner-run shops, studios and local service businesses.
There’s no marketing team, so marketing gets done last, if at all. Bigger competitors and directories take the top spots for searches in your own town.
Google Business Profile, local results and a few pages that answer what nearby customers ask before they call.
Maritime
Charter companies, dive centres, marinas and the businesses that service them.
Your customers are a small, specific group who know exactly what they’re searching for. The searches are low volume and high value, and one enquiry can be worth a season.
Niche directories, technical fixes and pages that answer the safety and qualification questions people ask before they book.
Tourism
Activity providers, attractions and guides.
People choose what to do on the day, from a phone, often standing somewhere with the map open. Aggregators sit above you in the results, and more visitors now ask an AI tool for ideas.
Local results, review routines and content that answers what people ask the night before and the morning of.
Hospitality
Places to stay and places to eat.
Booking platforms take a cut of every reservation they send you, and they outspend you on the searches for your own name. The gap between a platform booking and a direct one is the whole margin.
Google Business Profile, direct booking pages and the on-page work that gets you found without paying commission.
Travel
Tour operators, travel agencies and travel tech.
The research runs for weeks. People compare itineraries, read, come back, then enquire. The big booking sites compete for every search along the way.
Content depth, links worth having, and pages that survive a long research trail rather than a single visit.
How the work changes by industry
Same services. Different order, different measure of success.
| Industry | Who decides | How long the decision takes | What counts as a win |
|---|---|---|---|
| Independent small businesses | The owner | Same day to a few weeks | A call, an enquiry or someone walking through the door |
| Maritime | The owner or operator | Weeks to months, tied to the season | An enquiry, a booked charter or a berth taken |
| Tourism | The owner or a marketing lead | Same day to a few days | A booking or a ticket sold |
| Hospitality | The general manager or owner | Days for a table, weeks for a room | A direct booking that skips the platform fee |
| Travel | The owner or marketing manager | Months of research | An enquiry or a quote request |
This is why the same five services land differently. Hospitality usually starts with local results and the profile people see first. Travel usually starts with content, because nobody books a two-week trip off one page.
What we do about it
The five services, pointed at the problem in front of them.
On-page optimisation
Rooms, tours and charters described the way people search for them, not the way the brochure says it.
Off-page optimisation
Links and listings from the guides, directories and industry sites your customers already read.
Technical SEO
Booking engines search engines can’t crawl are the most expensive problem on this list.
Dynamic Local SEO
Maps, profiles and reviews, updated as your season changes rather than set up once.
Content and copywriting
The pages people read before they commit, published before the booking window opens.
Tell us about your sector
Send your website address and what you sell. We’ll come back with what we’d fix first and why. That goes for small businesses, maritime, tourism, hospitality, travel or something else entirely.