Attractions Description - Style Guide

Maximising search engine use:

When writing copy remember Search Engine Optimisation.  This is about placing key words in your text that you believe your target audience is looking for when they use search engines such as Google.

Think like a customer:

What words might they use to find your information?

Brainstorm your key phrases. 

Key phrases are highly specific phrases that prospects type into a search box to find products and services.  To begin key phrase brainstorming, all you have to do is review the existing information on the product and note at least 50 words and phrases that specifically describe the product, services or information.

Remember, research shows that most users search for phrases rather than single words. 

Your key phrases need to be used throughout the descriptor.  The first 15 – 20 words of the body copy are weighed more heavily than words further down the page.

Consider using key words or phrases in the title of your article;

in the first paragraph of your text; in subheadings, and so on.  At the same time, try to ensure it reads well for the intended audience.

Abbreviations.  Do not use abbreviations

eg. TV write it as televison, bbq - barbeque

Dot Points.

Descriptions are not to have bullet style dot points.  The description must be in sentence format.

Numbers  In normal text,

spell out numbers from one to nine and use figures for 10 and above – for example, six bookings, 66 travel agents. For larger numbers, write 10 million, not 10,000,000. Don't abbreviate.

Remember, the first sentence must fully encapsulate the product, where it is and what it is about. The first sentence must not be more than 15 words.  Attraction descriptions are to be not more than 200 words.

Attractions

The following are the key editorial guidelines for tourist attractions.

The first sentence should tell what sort of attraction it is (museum, theme park, monument, dive site, natural spectacle), what it offers and where it is located.  Provide the reader with active ideas, and help them locate the attraction in their mind (Ten minutes’ drive from Launceston or in the far northeast).

Do not detail the attractions history (for example, The Maritime Museum was opened in 1988 to commemorate our bicentenary…).