Everymundo Style Guidelines for Geodescriptions

Who is Who?
Elements of Content Who is Who?
Destination Content
Origin Content
Everymundo - We are a performance marketing solutions company that creates custom location
Calls-to-Action
webpages for our clients in the airline industry.
(CTAs)
Formatting The Copywriter - That’s you! As our trusted partner, we need you bring these locations to life. What
Sentence Structure sets you apart is that you write descriptively, succinctly and for all audiences.
Search Engine
Optimization (SEO) The Client - The company and people who will be posting your content. You will reflect the values,
Grammar and General Style tone and voice of the Client in your writing.
Guidelines
Content Integrity The Audience - These are the people that find your content on the Client’s pages. They are who we
Watch out the are writing for, and we need to always make sure to keep their perspective in mind. They are
following issues expecting quick, yet helpful travel information. They want to be able to scan an article to see some of
Writing for the major sites or how to leave their destination.
Translation
Brand Attributes
Voice The goals of the content are to:
Tone
Value Propositions Find: Help our audience find flights to where they want to go, and help our clients find that
Attributes by region audience. SEO is the one of the main purposes for our content. Your job is to help the
Cities and Countries Client’s flights appear on search engines. This is where keyword placement and headings
Served come in!
Inform: Bring the Audience more information about the Client’s locations. Make every
sentence count by using each one to inform the audience on the attractions of locations.
Convince: Use the descriptive power your writing to convince the Audience to buy a ticket.
They are already interested, it’s your job to give them that last push!
Respect: Understand the sensitivities of the Client and the Audience when writing content.
You are a cultural ambassador writing on a global stage. An even, diplomatic tone is always
respected, but keep in mind the client’s expectations as well.

To achieve these goals, our content is:

Optimized: Don’t forget keywords, and make sure to write headings that reflect how the
audience will search for it. Keep content original and do not repeat words and phrases.
Readable: Avoiding keyword stuffing and logical information flow is important to keep the
content easy for all audiences.
Simple: Easy to ready sentence structure. Basic yet nonrepetitive vocabulary. Accessible to
non-native speakers and also easy to translate.
Punchy: Short paragraphs or bullet points separated by headings are the best way for
audience to quickly read through and get the most relevant information.

Elements of Content

The content you will be creating is broken into two separate sections. They both have to do with the same location, but the audience will find them
on different web pages. Each location is roughly 350 words.

Destination Content
Written for the audience that is flying to this location. This content reflects some of the most interesting elements of the location. Each piece of
destination content should be roughly 250 words.

Things to Include: historic sites, museums, neighborhoods with great restaurants, shopping districts, day trips, parks, forests, architecture,
places of worship, monuments, types of cuisine, major events, festivals, holidays, climate, public transportation options, fun facts,

Things to Avoid: specific businesses or brands, controversial monuments, dangerous areas, exploitative attractions (e.g. slum tours)

Origin Content
Written for the audience that is flying from this location. This content reflects how to arrive at the airport, and what amenities the airport offers.
Each piece of origin content should be roughly 100 words.

Things to Include: How many miles the airport is from the city center, public transportation methods, airport specific information, connectivity,
services, interesting amenities

Things to Avoid: specific businesses or brands

Calls-to-Action (CTAs)
Let’s take a look at the following sentence:

“Book your flight to Miami with Aeromundo today and get started on your paradise adventure!”

This is what is known as a “Call-to-Action” or a CTA. These CTAs let the Audience know exactly what the client can do to bring them value. Within
that sentence, there are certain elements that must be included every time. Let’s take another look:

“Book your flight to Miami with Aeromundo today and get started on your paradise adventure!”

Book flight to Miami Aeromundo your paradise adventure

Action Verb Keyword Placement Brand Recognition Value Proposition

The Action Verb is what instructs the Audience. It needs to be clear, direct and written in the active voice and imperative mood.

The Keyword Placement is important in creating an organic flow of the sentence, while still making sure it is optimized for search. Don’t try to
place too many keywords through the text (known as “keyword stuffing”), as it makes it read awkwardly.

The Brand Recognition is important to stress that it is the Client that is the bringing the Audience this content and can deliver further value.

The Value Proposition tells the Audience what the Client has to offer. This is the main motivating factor in why they should do what the Action
Verb tells them to do. Why should I book a flight to Miami? Because I can have a paradise adventure. You can also include brand specific things
like in-flight or on-ground amenities and connectivity to other locations.

Sentence Location - Destination Content

Make sure to place CTAs at the end of the opening paragraphs to entice readers to either keep reading, or elicit an action (purchase)

Also place a CTA at the end of the content, as way to reinforce the value that buying a ticket with the client can bring.

Formatting
Following a very specific format helps us in our process. Since you as the copywriter are the first link in the chain, following this format from the
beginning ensures its consistency throughout the process.

Labeling - Remember that these locations need to be translated into other languages, so label the very top of each page with what it contains, so
that when our translators get the content, they know to leave the label in English for reference. Put at the top “Miami Destination” or “Orlando
Origin” to signal what the rest of the page contains.

Keywords - Highlight keywords that you use when creating the content. This gives us a quick reference to go back to when reviewing your work.

Headers - When you use headers, be sure to keep it in sentence case. Also, make all headers H3. Don’t space in between the header and the
paragraph, but do add a space when starting a new header from the previous paragraph.

Font - Arial 9 Black is the standard font we use for all of our content. Be sure to format the whole document in this font before handing in work.

Pages - After each Destination or Origin peice, use a page break to separate the text. This helps to organize the document and let’s us review it
more easily.

Sentence Structure
Sentences should always be written in the active voice. That means that the subject is always doing the action in the sentence, and that subject
should be you! Well not you, but the Audience.

NOT: INSTEAD:

“South Beach is visited by many tourists for its art deco architecture and “Go visit South Beach to spot art deco architecture and lounge on
warm beaches.”. warm beaches.”

Search Engine Optimization (SEO)

As stated above, one of the main goals of this content is for it to be found by the Audience. To do that, we have a few tools at our disposal. Let’s
go over them here:

Keywords - These are defined by the team beforehand, but will usually be:
Destinations “Flight to X”, “Flights to X” Origins “Flight from X”, “Flight from X”

Titles - The reason that titles are so important, are that they help the content rank for relevant searches. When deciding on your titles, look up
similar searches on Google, then check the bottom where it says “Searches related to…”, this is where you can get ideas for your title, or if you
are on the right track.

Sentences - Your sentence should be short and to the point. This is for readability, for both humans and machines! Google’s web crawlers can
more easily assess that your content really is relevant for the search term that it is ranking for if the sentences are short. Longer sentences have a
harder time ranking.

Duplicate Content - Repeating content over and over can create issues in ranking. Google will look at both content, and try to rank on which is
the most relevant. This can create issues, since it essentially cancels itself out.

Grammar and General Style Guidelines

Content Integrity
Every word counts in a travel article. Don’t just tell the Audience there are things to do somewhere, always give concrete examples. The audience
will be able to determine that a place has things to do based on your suggestions. Go straight into the details in order to attract the attention of
your audience.

NOT: INSTEAD:

“There are many fun things to do in Miami! You can go to the Venetian Pool, “In Miami, swim at the Venetian Pool, wander through the
see the Vizcaya Gardens, or eat in Little Havana.” Vizcaya Gardens or eat in Little Havana."

“In Miami, there is something for everyone. For outdoors types, go kayaking “Go kayaking along Key Biscayne then shop in one of
along Key Biscayne, or shopaholics can go to Brickell.” Brickell’s many malls.”

Always lead with the attractions first. You want to make sure that your audience is constantly engaged. Also, use the active voice when writing
about attractions. This helps the audience visualize themselves actually enjoying the sights and sounds of that location.

Watch out the following issues

Robotic - The text needs to read organically, be conversational without being too casual

Too few transitions - Make sure that the sentences and paragraphs flow well

Unbalanced - Add a healthy mix of attractions, don’t only mention museums, for example

Negative Terms - Try to inform the audience without disparaging the city. Even if things like traffic and grime exist there, all destinations have
redeeming qualities and our goal is to sell tickets to those destinations.
 NOT: INSTEAD:

“It’s too bad that the trip needs to come to end.” “This is a wonderful place to visit”

“The traffic is really bad here.” “Public transportation is the best option to get around"

The city is very dirty.” "This city has a unique charm"

Memorials and sites of tragedies: Be very delicate when mentioning sites that memorialize tragedies or atrocities (Such as Auschwitz or the
9/11 Memorial)

NOT: INSTEAD:

“You can visit the dark side of this city’s history here” “For some quiet reflection, pay your respects at the city’s memorial.”

Writing for Translation

Based on our client base, you should expect that your work will be translated. Follow some of these tips to make sure that it can easily be
migrated from English to other languages.

Cliches - While this should always be the case, it is especially important for translation.

Negatives for Positives: Why don’t you not use this type of phrasing? Using Negative phrasing to convey positives like “Why don’t you go visit
Little Havana in Miami?” is difficult to translate and also can make sentence awkward.

Colloquialisms - Try to avoid using slang that could be hard to translate. It might be “cool to save a buck”, but this could translate to “rescuing a
cold male deer”. This is not always the case, as a good translator should be able to understand the context, but some L2 or L3 readers might not
understand what it means.

Brand Attributes
Link to client site

Modality:

Measurement:

Voice

This Client is: But not:

Tone

Use words like: Avoid words like:

Value Propositions

The Client offers: Does not offer:

Attributes by region

Offering: Region:

Cities and Countries Served

Country Cities