The Journal

by Phil Aston Phil Aston No Comments

How Often Should You Post on Social Media & Which Platforms?

Before you get caught up in 5 posts to Pinterest etc


1. Do you have something to say?
2. Who does it help?
3. What platform are they on?

This will help focus your energy and be more motivating for you
and anyone you engage with.

Some people will say you should post up to 15 or 20 times a day (especially on Twitter).  You have to think of the people you are communicating with, do you want them to feel like they are drinking in your posts from a champagne glass or drinking water from a firehose!


by Phil Aston Phil Aston No Comments

Why it is important to use a professional SEO company


SEO, Search Engine Optimisation, Digital Marketing (call it what you like) has changed.

What worked in 2010 can get you penalised now, in fact what worked 6 months ago is pretty flaky.  There is so much more involved.

It used to be about keyword research, meta tags, ranking and ensuring that your website pages were Google friendly.

SEO is now more involved – A cautionary tale

This is a story about a large brand that decided to hand over the SEO to their in house Marketing department and what happens when you follow out of date advice.

The company wanted to increase its ranking and so searched online for some SEO advice.  They found a document from Google and followed it exactly.  The problem was the document was dated 2010 and what they did was over optimise their website.

The results were dramatic with website traffic falling to almost zero within a couple of weeks.

We became involved in May of this year and could see what had happened and quickly took action (see graphic above) to not only reverse the situation, but do what they wanted in the first place and increase traffic and enquiries.

Clear brand positioning – Semantic Search is here now

We also went through the website content to ensure the vocabulary used was correct for what they were trying to achieve and make sure it was written for humans and not just search engines.

What Semantic search does is try and interpret the intent behind the search query. So you need to have a consistent and differentiating brand position so Google can understand clearly what we you are about. So brand consistency, tone of voice and imagery will help Google place context around your brand. 

Google studies the vocabulary you use across your web pages.  It does this based on the search term, the individual’s browsing habits, location and device used. Trying to get a web page to rank for several subjects will not work any more.

Social Media – Blogging is now part of SEO

It was also obvious when we were called in to help that the client had not posted on social media or updated their blog for several months.  With competitors in their market being busy on social media and updating their website regularly, it was clear that Google were no longer seeing them as an authority in their market.

Social media, blogging and having a content strategy is now part of SEO, it cannot be carried out in isolation. This is why we prefer Digital Marketing as the umbrella term for what we do.

Social media activity helps you generate a clearer message behind your content and brand.  When content is shared, commented on, liked, tweeted, re-shared and interacted with, Google uses this as an indicator of the quality of our content, particularly if it relates to your market. Basically, the more your content results in interaction, the more likely it will be presented to your customers.

Google Plus matters even more

One of the issues for any brand on this platform is getting any traction or even knowing how to follow people who are even active on Google Plus!   Our client here had little or no presence and many of the accounts they were following were inactive.  We were able to increase their followers, engagement and help with using Hangouts On Air to increase their visibility via video and YouTube.

Google Plus posts when put together properly can appear in local searches within minutes, helping people looking for your services find you very quickly.

A Delighted Client

The client was very happy to see their website traffic rising again and also seeing increased enquiries coming in from social media and blog activity.

Tip: How to choose your digital marketing agency –

  • Don’t sign up with anyone who has fewer followers than you. (This is especially true on Google Plus)
  • If their approach to getting you more followers is to buy them, just walk away and don’t look back.

Call 01736 719342 now to see how we can help you.


by Phil Aston Phil Aston No Comments

Knowing Your Tourism Business – radio interview with Phil Aston


How you can make your your business STAND OUT?

  • Why should I choose you?
  • Why YOUR business?
  • Why are you in business?
  • What’s the passion behind the business?
  • What is it that’s remarkable about your business?

These are the questions consumers and business purchasers ask every single day.

In the interview I talk about

  • Getting yourself out there with a goal in mind so you know what success look like?
  • How marketing has dramatically changed in the tourism industry. (Worthy listen if you are in the tourism industry)
  • To stand out we need to offer the what’s in it for the potential customer rather than talking about features. (Excellent advice)

Phil has over 25 years experience in marketing and 10 years in the tourism sector and has been involved in SEO since the mid 1990s.

Phil currently hosts and produces the following Hangouts On Air shows

  • The Genius Loci Business & Media Show
  • West Cornwall Business Club HOA
  • Google Plus or Cornwall Business Show
  • What’s In Your Music Collection?
  • The Sue Aston Show (live music event)

You can connect with Genius Loci on Google plus https://plus.google.com/+GeniuslociCoUk

The show was broadcast on Radio Horton 16th October 2014. Asking the all important questions is renowned copywriter and regular guest presenter Joy McCarthy.


by Phil Aston Phil Aston No Comments

If You Are Good At Something, Don’t Do It For Free

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by Phil Aston Phil Aston No Comments

Its hard not to flaunt when you do stuff like this

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by Phil Aston Phil Aston No Comments

Design is not how things looks, but how things work

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by Phil Aston Phil Aston No Comments

Its time to change the web, one pixel at a time

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by Phil Aston Phil Aston No Comments

Youtube & Vimeo videos

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by Phil Aston Phil Aston No Comments

Hands Across The Ocean – Episode 6

The Genius Loci Business & Media Show are proud to present ‘The Hands across the Ocean Edition’.

Wednesday August 20th 5pm – 5.45pm (UK) 12noon EST – USA

It’s back, the Hangout On Air described by David Amerland as being powered by cakes!  We have another fab panel of guests from around the world…

Christine DeGraff, Scott Scowcroft, Chef Dennis Littley, Mia Voss (USA) Nazim Beltran (Italy) Krishna De (Ireland) Kath Dawson (UK) Sheila Strover (Cornwall)

Helping me host the show and keep the #cakecam under control is Sue Aston

This month’s topics

1.Showcase or No Case – The Showcase App has been out for a few weeks now, we look at the pros and cons for HOAs and how it can affect interaction.

2. How are HOAs developing? For hosts what things have you changed since you started? For viewers what do you now look out for before clicking ‘yes’?

3. Google Plus is Google – are you sure? – With Hangouts now available for users of Google Apps are we seeing a realignment of Google Plus? Should our focus be on YouTube more than the event page?

4. What is the emotional connection that makes us trust small brands Vs large brands? – Social media (and more recently HOAs) have changed how we engage and build trust.
When choosing a smaller business the signals we look for can be very different, from seeing them on a video, their blog posts and even what music they like.
Trust is built on our perception and empathy of the individual. For larger brands we are more likely to see an individual as a spokesperson for the brand and so testimonials and a more factual line of communication will work better.


Google Plus Event Page  |  YouTube Page

by Phil Aston Phil Aston No Comments

Landscape Photography – Perranuthnoe Beach Cornwall

Sometimes you feel you have captured something special, and with this one I felt I had.

It had been a busy day in front of the computer and it would have been so easy just to put on the TV. On the coastal path that evening the world seemed to slow down and after taking this photo I stayed there until the sun dropped behind the headland.
Taken from the coastal path looking towards Perranuthnoe. My local beach and one of my favorite locations. Perranuthnoe is also a foodies delight with ‘The Cabin, Peppercorns Cafe and The Victoria Inn.


  • Canon 7D
  • EF-S 15-85 Lens
  • Polarizer Filter

Post Production

  • Photoshop CC
  • HDR Filter


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