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VisitScotland Digital Fundamentals Webinars

Fri 18 Jun 21

VisitScotland are running another round of national digital webinars in partnership with Business Gateway DigitalBoost with sessions in June, July and August 2021. These webinars are aimed at supporting the Scottish tourism industry, providing digital support and advice.

Topics include; search engine optimisation (SEO), how to make your tourism website work for your customers, and managing your reputation. All webinars provide tourism businsesses with practical tips and advice to take away from each session. Read on for more information on each session and to sign up.



Make your tourism website work for your customers: apply user experience (UX)


Date: Monday 21 June

Time: 12pm - 1pm

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Your website has never been more important for your tourism business. It’s probably the first stop for the majority of your customers in their journey towards spending money with you. So, how can you make that customer experience and journey better for everyone?

During this webinar we will look at:

  • The importance of tailoring your online users journey and customer experience.
  • What an aggregator website is and whether you should use one in your business.
  • The factors that will get your business found online.
  • What other support is available for tourism businesses.


Tourism businesses: managing your online reputation and why it’s even more important now


Date: Monday 28 June

Time: 12pm - 1pm

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Join us to learn how to proactively manage your business' online reputation. 

During the session we will cover:

  • How to deal with customer or client feedback, both positive and negative, and how the importance of online reputation has changed during the pandemic. 
  • The elements of reassurance which have increased in importance, such as cleanliness and health and safety measures.
  • See the functionality some platforms have developed to cater for that change in visitor need.
  • Find out what other reassurance tools are available to tourism business such as Good to Go and Quality Assurance Schemes.


Tourism businesses: Enhance your social media presence in 90 minutes


Date: Wednesday 7 July

Time: 11.30am – 1pm

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Social media can be a powerful tool for raising your brand awareness, getting messages across and finding and converting new customers to your business.

Join us for this webinar where we will help you:

  • Consider who your customers or clients are, and where to find them on social media.
  • Get an express tour around the most significant social media platforms, and get an idea of which are most appropriate to your business.
  • Learn about the tools, services and power behind these tools and platforms and how you can use them to your advantage.  


Tourism businesses: use analytics to evaluate your digital platforms and get customers


Date: Wednesday 14  July

Time: 11.30am – 1pm

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Running a tourism business and want to know your customers better? Looking to find out if your online platforms and channels are effective? This webinar is for you.

Join us to find out:

  • The characteristics of people who are accessing your online platforms.
  • What people are doing when they access your websites or social accounts.
  • How to set goals and objectives on each platform.
  • The art of measuring the effectiveness of websites and social posts.
  • How to continuously improve digital activities – measures to monitor and actions to take within your business.


Search engine optimisation (SEO) for tourism businesses – part 1


Date: Wednesday 28  July

Time: 11.30am – 1pm

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As Google constantly updates the way it presents information in search results, it’s more vital than ever to understand how to get your tourism business showing in the right way at the exact time your visitor is looking for it.

This first session will show you:

  • How search engines work, and the simple steps you can take to increase your chances of being shown on page one.
  • The right type of keywords to use, and show you how to find them.
  • We’ll unpick the latest Google update with you, using plain English so it’s easy to understand.  
  • Show you the free tools you can use to monitor your site’s performance, and how you can use this information to greatly increase your website ranking in results pages.


Search engine optimisation (SEO) for tourism businesses – part 2


Date: Wednesday 4 August

Time: 11.30am – 1pm

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If you joined part one of this two-part series you will have learnt how search engines work, and how to find the keywords people are searching for.

In part two we are putting the keywords to work. We’ll show you:

  • How to map your keywords and exactly where you should be using them on your site and throughout your content.
  • We’ll take a deeper look into Google My Business, how to optimise your page and also how to create links to your site and why you need them.
  • Look at how to use Google Search Console and Google itself to implement a simple, six-step plan to bring everything together giving yourself the best chances to increase your position in search results.
  • Plus, we'll show you how to avoid penalties on your site, how to check for them and how to keep up with what’s going on in the world of SEO.


The webinars will all be recorded and available to watch at our online training page.

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