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David Amerland
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Patras - Brisbane - Sydney - Miami - Perth - London - Athens - Saint Petersburg - Shanghai - Singapore - Prague - Barcelona - Corfu - Zante - Edinburgh -
Author, Speaker, Analyst.

The world is changing. Showing how is part of what I do. I travel a lot (less than I used to). G+ is my home in more ways than one. In one way or another, all of us here, are part of a vanguard that "gets" the change that's happening.  

In my posts, interviews and podcasts I add pieces to the puzzle. I explain how each one fits in a bigger picture. How that bigger picture then makes sense. 

Sensemaking changes everything.

Before I got here, I used to be a corporate rat who used to be a journalist, before I jumped ship into full-time writing, speaking and blogging. 

In my offline time I indulge a lifelong passion in martial arts, I run, hit the heavy bag and try to find the limits at which we can go without sleep and still function. I also visit as many museums and cafes as possible. Funnily enough I regard what can be found in both museums and cafes as brain food. 

Fitness is important to me. It helps maintain a level of sanity that would otherwise require pharmaceuticals or expensive therapy. I pay some of what it has given me back by running  a Fitness Community. I am also a moderator of Plus Your Business a community focused on helping business people get the most out of G+ and the semantic web. 

Speaking of semantics, I am the owner of Google Semantic Search a community I started to explore the implications of semantic technology in daily life (and there are many) and I also own and post a lot in the SEO Help Community.

Professionally I advise a handful of companies globally, blog for a number of websites, including Forbes,, and socialmediatoday and write for magazines and newspapers. 

I give about 50 talks, speeches and presentations each year and hold an annual seminar on SEO and Social Media (details to which you will find on my website.). I advise a couple  of global companies and a handful of startups on social media positioning and search strategies and I write for Forbes, 21CIT, Insights and a number of dead-tree newspapers. 

Some of the Events  I have been part of:
  • SEO in the Sun (SEO & Introduction to Social Media)
  • Manchester SES (SEO)
  • Business Group Digital Conference (SEO & Social Media)
  • Rutgers University mini-MBA (SEO and Social Media Crisis Management)
  • Shanghai APAC executive SEO & Social Media Crisis Management training.
  • MxDE Senior Executive Program, Zug (Piercing the Search Bubble).
  • SMX East (keynote speech on Entities in semantic search)
  • Semantic Technology & Business Conference panelist
  • SMX London
Associated with: 

Currently working on:
  • Working on a writing project about which I can't yet say anything. (Sorry)
If you made it this far you might be interested to know that now all of my writing is curated (without comment) at Prometheus. I no longer use RSS on my website and the G+ Page here gives me the opportunity to archive all my writing across the web.  I have, however, created an RSS feed for it so you can keep track of everything I write here.

The best way to reach me is through Google+ or my website:
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'Hey You!'


David Amerland

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Definitely worth cancelling anything you may have on your calendar to catch live :) +Omi Sido rocked his last webinar and left us all wanting more and +Zara Altair hardly needs an introduction :) This is going to be really cool!
RankBrain and SEO Simplified 

Not a long time ago +Google released their new secret weapon - RankBrain.
But what do we know about RankBrain? How does it work? How does it affect your business?

All we know is that it’s already worldwide and it’s affecting the SERP’s. The new ‘semantic ranking’ algorithm +David Amerland's  been talking for years is upon us. 

But do we have to be scared or excited?  

Join us Wednesday, 25th of May for a live webinar featuring +Omi Sido and the ever so charming +Zara Altair.

#seo   #rankbrain   #digitalmarketing  
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Thank you +David Amerland. +Omi Sido beat me to the punch. I'll get the event up soon.
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Social Media and the Engagement Equation

Social media without engagement really is like a car without wheels. But  how do you get engagement and how do you make sure it continues to happen? Well the formula is not quite as formulaic as you think but if you get tot he heart of it for yourself you will see a response in your social media platforms. 
A social media presence without any engagement - whether as an individual or a brand - is like having a car without tyres. Everything's in place, the engine's revving, you're changing g
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+Steady Demand Oh boy! You need a laughter checkup! Didn't we laugh when we were talking?
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+Oleg Moskalensky helping keep you current of developments in the Google Universe. :)
Last month, Rick Osterloh left Motorola Mobility following a big corporate structure shakeup after the company was bought by Lenovo. We weren't sure what he was going to do, but the answer was just made clear: he's Google's new top guy for their hardware business.
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Trouble is Coming!

I've written about superhero culture and what it means before: How it shapes us and how it affects us: And, in my musings, I also extended it to search: and modern issues:

While DC flensed itself with the totally missable, misfire of Batman vs Superman the Marvel Universe followed the trajectory of its Avengers' character development into a coming peak. Like the best story-telling this is multi-layered in its interpretation, it works on many different levels but utlimately it is also true to itself. Yours truly will be reviewing it. :)

For now, enjoy your Friday :) 
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Dear Respectable Mr. David Amerland! Civil War? i am with Good People!
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+Omi Sido is a rockstar in search. This exactly shows why. Brilliant thinking!
The convergence of SEO and Branding with Omi Sido

Very often I see people online talking about SEO and branding, comparing them both and even arguing which one is better. So let’s be clear about one thing. #SEO and branding are two completely different animals and they can and they should work together.

Today I’m gonna try and explain why.

But first thing first. To understand the importance of SEO for #branding and branding for SEO we have to start from the bottom.

So the beginning is the understanding of the difference between branding and marketing.

Why do people always think that branding and marketing are the same things? You go and visit a client and he is like tweeting about their latest offer. And he thinks this is branding. He is re-posting on +Facebook  and he thinks this is branding. In general, he thinks that being on social media is branding.

Google it and I bet you money the first 5 statements are wrong or at least not entirely clear….understand correct.
So let’s clarify this statement. First, there is an internal, the initial part, and then there is an external branding.

What is internal branding?

Internal branding is the drilling we put ourselves through to ask those very simple questions:

Why are we here?
What is our business about?
What is its value?
What is its unique value on the marketplace?
What do we bring to the table that nobody else has?
What’s our message?
What’s the story, the journey we are taking the customers on?

That’s the internal branding. If try to skip this step you are bound for an online disaster.

“Companies that cannot successfully answer what they do fail to then understand how they can continue to do it in the face of change.” – +David Amerland 

Now let’s talk about the external branding.

What is external branding?

I would explain external branding with a cliche, but one that is spot on:

Your branding is eventually what other people say about you, no matter what you think.
Shall repeat this one slightly modified: Your brand is what other people are whispering about you when you are not in the room.

And that’s how you eventually judge and make predictions for your business.You get your branding in mind, you start creating the content that flows out of that brand and that brand image and that brand value.
And then you take that out in the social media world and share it, engage with it, use it to create things.

Your next step is to start listening. What are people saying back?

As people start to talk and interconnect with your business what they think you are is fundamentally what your brand really is.

And it does not matter that you may shout and shout: “Hey people wait a minute. This is not me. You are getting it wrong”.

It is not their fault. It is your fault. You are not conveying it right and you have to go back to the drawing boards and ask the question: What are we doing wrong that people are not apprehending who we are and what we really are?

Because this is a fundamental marketing truth that cannot be denied: Consumers build brands, not companies. Consumers are the ones that give value to the brands and businesses should enhance this value by striving to deliver a consistent brand experience that clients can trust.

And so the marketing part then is all the things that you do. And this gets down to the individual channels, what do we do differently on +LinkedIn. Shall we advertise on TV or Facebook? Are we gonna share our articles on +Google+ or LinkedIn?
What do we do in terms of community involvement and events that we attend and participating? That’s marketing.

So now that we know the difference between branding and marketing let’s talk about SEO.

Nine out of ten times when I talk to companies and the so-called digital marketing directors there is always one issue coming up.

+Omi Sido, we have an amazing brand, we know what we are trying to achieve, we know our unique business proposition. On the other hand, we have an amazing digital marketing team, but we still struggle online”.

And then nine out of ten times they did not connect their branding and marketing efforts together. Why?

There is a very simple answer: SEO. SEO is the missing link, the Yeti of the evolution from branding to digital marketing. SEO is part of the branding process, but SEO is also part of #marketing.

Let’s start with the simple keyword research. All SEO’s do it on a daily basis. As an SEO, I may call it keyword research. As a marketer, you should probably call it defining my targeted audience. You will be surprised how many companies are trying to sell products and services online without doing the simplest of SEO tasks – keyword research.

Not defying your buyer’s persona will always gonna end up in disaster.

Keywords are like a compass – they tell you where to go and whether not to go because is already overcrowded. Unless you like tight spaces of course.

Keyword research is the marketing of 21 century.

The so-called marketers don’t do it because it’s a pure SEO task. SEOs do it but only because they want to attract the google bots.

The truth is keyword research can help you figure out the needs, the thinking and the desires of your targeted market. It can also help you to understand what the market is thinking about you. And you can use it to your advantage.

Let me give you a famous example. Actually not quite sure that it’s famous but for sure is spot on. A couple of years ago Yost realised that every time people are searching for their product they use the keywords +WordPress and +Google Analytics  in connection with their brand name.

Not a very difficult research actually, just go to the Google Keyword Planner or SEMrush and type your brand name. If you don’t know the keyword planner ask your SEO.

So by putting 2 and 2 together Yost renamed their plugins to ‘Yost SEO’ from ‘Wordpress SEO’ and what was originally ‘Google Analytics Plugin’ became ‘Google Analytics by +Yoast’. Now I am sure you get the drift straight away. Their brand name is Yost, not WordPress or Google Analytics but by combining them both they legally hijacked two keywords with a massive search volume to work for their benefit.
Go on and type WordPress SEO. What do you see appearing in the Google suggest box? Yoast SEO. SEO and branding at it best.

So it’s time for a power tip: In the ‘Alt’ tag of your images, and I know most of you don’t pay any attention to those, insert your brand name. Ask your SEO to crawl your website with Screaming Frog and give you the location of all your images.You don’t want any other brands popping up when somebody is looking for your brand in the picture search.
Note: I hope you understand that there is no point connecting your brand name and an image button.

Also connected to images give Google something that they really understand: schema. Even better combine logo schema with keyword rich alt tag for a better SEO impact.

<div itemscope itemtype="">

<a itemprop="url" href=""><img itemprop="logo" src=""
alt="keyword targeted alt tag"/></a>


My second power tip will be: Always put your brand name in your Page Title. I know there are so many arguments on the web about whether or not to do it. If you think that you cannot have a Page title accommodating 55 characters plus Brand Name include it anyway. Google will cut your page title off anyway so there is nothing to worry about. But Google will associate the keywords in your Page Title with your brand. I’ve even seen Google cutting off a page title in order to display brand name. Now you’ve got something to think about.
So far we’ve been talking about SEO helping branding.

But can your brand boost your SEO?

Will start with an example. I’ve seen many people complaining about Google giving a boost of famous brands in the SERPs. They are like: I can never fight with the big brands because Google loves them and they are always number one and two in the SERPs.
So let’s examine this statement from a consumer’s point of view.

The other day I was looking for new tyres for my motorbike.
As usual, I sit in front of my Mac and I type ‘Motorcycle tyres’. Probably cheap motorcycle tyres. Imagine I see 4 websites appearing in position number one, two, three and four.

The first one is I don’t know about you but I would be very sceptical about buying motorbike tyres from a writer. I love my life you know.

Second comes They even say they are the best on the market. I know +Gina Fiedel, I like her a lot but I know her more as a writer. Her writing is good but I’d rather check URL number 3: (difficult to pronounce, I know).

As far as I know +Zara Altair was a teacher. I should probably do my homework before buying from her.

So I am left with URL number 4. And this is +Pirelli. See the first 3 websites are well optimised from an SEO point of view, from a semantic point of view even local SEO point of view. This is exactly why the Googlebots are ranking them high. The problem is I do not know those brands. So I click on URL number four.

+Google has a well-defined brand identity: we give you the best possible result. So imagine the next day the way Google is thinking – well yesterday 5 000 million people were looking for motorbike tyres and 95% of them clicked on the URL coming in the fourth position. I believe you gonna agree with me that this is the URL that has to be so to speak unnaturally boosted by Google to position number one. And it’s not Google. The consumer boosted this URL by choosing one more recognised brand over another.

Now tell me there is no point in developing your brand name using SEO techniques. Or you do not understand the importance of developing a recognised brand name in order to boost your SEO. The end result – more qualified visits and money coming your way.

“Brand is a huge factor in SEO, as it affects click-thru, exemplifies ‘trust’ factors, and generally provides a sort of benchmark for all rivalry. Additionally, many searches that return huge amounts of information actually create doubt, uncertainty, and in such situations, most customers stick with what they know. Brands get business where doubt and uncertainty prevail” – +Ammon Johns 

Watch the video here:

This webinar was organised by +Anton Shulke via +WebPromoExperts (дистанционное обучение) 

+Teodora Petkova, +Randy Milanovic and +Rizwan Baloch, I would like to thank you for your participation. 
Very often I see people online talking about SEO and branding, comparing them both and even arguing which one is better. So let’s be clear about one thing. SEO and branding are two completely different animals and they can and they should work together. Today I’m gonna try and explain why. But
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...and he's on an SV which makes him awesome.
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David Amerland

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Trust is an issue that affects everything we do whether online or offline. The online world is throwing up unique challenges now.

h/t +Todd Lohenry
Just bought +David Amerland's new book [I know, I know -- I'm late to the party] The Tribe That Discovered Trust: How trust is created lost and regained in commercial interactions. I have been interested in this topic since first exposed by +Michael Moon in his book Firebrands and I look forward to hearing what David has to say... #blog

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The Power of Active Management!! What a joke
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A Century of Information Theory

A hundred years ago, to this day marks the birth of Claude Shannon ( An individual who was as brilliant as he was quirky, Shannon was destined to become the father of Information Theory, laying down the groundwork for much of what we take for granted in search:

The world we live in today, the miracles we experience by way of communication are founded on the thoughts and ideas of a man who allowed his mind to roam free. 
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+David Amerland I'm a great fan of thoughts roaming free. :)
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When in Doubt, Blame the EU

Everyone knows EU rules are complex. Their procedures arcane. Their rule books thick and dense with fine print. So it is really difficult to understand how money spent on buying jewellery, lavish meals at expensive restaurants and five star hotel stays are not expenses for "support staff" (Unless one counts helpful waiters, concierges and jewelers amongst those, I guess). Damn, see how easy it is to get confused? 
An MEP who dishonestly claimed almost £500,000 in expenses is jailed for four years.
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Seems like we should be able to make "progressive complexity" work for us instead of allowing individuals and/or groups from exploiting the inevitable ambiguities that arise from change and novelty to manipulate rules (how do I take advantage of those foreign tax shelters?) and people (ad homeniem blaming games -- it's those foreigners to blame for wage suppression).  Some things are complex by their nature; others are made to seem complex to hide things.   Hubba Hubba Who do you trust?
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A Little More Transparency Please

"... had a secret consultancy deal, set up six months after he left Westminster, with his companies that ensured he would be personally available to lobby if his firms were hired."

There are a few issues here worth considering. High political office is not lavishly paid so afterwards as Clinton has shown in the US and Blair in the UK the perks that become available by way of speaking gigs, book deals and appearances are worth a lot and that is fine. The knowledge and experience gained by former heads of state is also invaluable at a strategic Think Tank level and it would be stupid to silo it from the world.

It should, however, not be used in a way that could lead to potential abuses because of insider knowledge. That is the real problem. The only way to make sure that does not happen is through transparency which in this particular case is lacking.

There is a real lack of trust at times by those who work in these areas towards the rest of us. There is the thought that we would not understand. But if you do make secret deals and work in an opaque way the lack of trust is more likely to become a self-fulfilling prophecy leading to exactly the kind of backlash that was being guarded against. 
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You never really can tell because life it's self is full of politics that you have to come to understanding.
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+Teodora Petkova's project on content writing for the semantic web. The goodies today just keep on arriving. :)
Content Writing in the Semantic Web (Course)
Building networks of texts within a web of people

I am finally done with something I started creating 6 months ago: my course Content Writing for the Semantic Web. The course is now live on Udemy. In a sentence, it is about approaching content writing from the perspective of the more and more interconnected web.

On this page that I am sharing you will find a bit more about each of the sections in the course. 

These lectures, the thinking and the writing involved in them, would have never been reality if it weren’t for all the knowledgeable and inspiring people I met on G+.

Thank you

I will skip pinging people by name and instead will send a signal of gratitude that I am sure will be received by everyone who knows and feels they have been nudging and supporting me all the way along this journey.

A journey that is yet another thread on a web, woven with "elaborate care" :)
This course is about crafting texts that unleash the power of words, web and search and drive your business forward.
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+Teodora Petkova excellent work! 
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The Idea of a Basic Income for everyone is Gaining Ground

Two years ago I penned a piece that explored the notion of doing away with the uncertainty of having to earn a living in order to survive: It seems my idea is gaining more and more backing in all sorts of quarters. This is a longform article that examines not just the historical context of the notion of "free money" but also the pros and cons of it being put to practice. definitely worth a read! 
Daniel Straub remembers the night he got hooked on basic income. He had invited Götz Werner, a billionaire owner of a German drugstore chain, to give an independent talk in Zurich, where Straub was…
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+Sha Sparks, this is a fantastic idea, and i would add to conduct a research study in areas deeply condensed with minorities here in the States. 

At the same time i would not see it working on a larger scale within those communities given that their mentality must change. It's like giving the keys to car to a 10 year old and say, "move with a purpose". The mentality has to shift. 

Our current welfare system has become toxic...maybe to the point of no return. I can see it working in silicon valley or areas in which there are more whites per capita(because their mentality is different), but in the hoods with our "hood"'ll worsen things rather than benefit. It's the whole poverty mentality thing. 

Now this can work with people with visions as you and i, +Sha Sparks. One must offer freedom of thought first before offering freedom of that 9-5...well that's my two sense :) 
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Yeah, "no European law was broken" really VW? Really? Lying then is OK? (sigh)
Sorry Europeans No Compensation to You For Being Lied to

So, the VW saga continues driving the company into a tailspin. In the US the company had little choice but to agree to compensate customers that had been lied to regarding emissions of their vehicles because it had pretty much stolen $51 million from US tax payers in environmental subsidies and criminal procedures were being threatened by the EPA.

In Europe however where no subsidies were paid it was just an outright case of lying to consumers who trusted the company. As far as VW is concerned it did not break any European laws (because lying is not illegal, you see).

I wonder at which point are the company executives going to start seeing reason. What I am really afraid of is that by the time they do so it will be too late for the brand to recover and it will begin to take down its ecosystem of suppliers and attending industries as it crashes and burns. #stupid
European commissioner for industry had urged German carmaker to pay out to 8.5m European drivers
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+Ron Serina awesome, right? I too tell myself that every day :D 
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David's Collections
David Amerland's +1's are the things they like, agree with, or want to recommend.
The Who - Μουσική στο Google Play

Οι Who είναι αγγλικό ροκ συγκρότημα από το Χάμμερσμιθ του Λονδίνου. Τα βασικά μέλη του συγκροτήματος ήταν ο Ρότζερ Ντάλτρι, ο Πιτ Τάουνσεντ,

Building Trust - Resource Page

Business development trust resource page.

Personal Data, Self-Gain and Social Networks

The question regarding the value of personal data and social networks is only now being addressed.

How Google Search Gets Even Smarter

Google's efforts in predictive search are key to how useful mobile devices become.

Data Center Learnings: What Others Can Learn From Our Experiences

LinkedIn is growing at a rate of two new members per second, so our infrastructure and data center systems have to expand to match. Thousand

The Future of Google+ - Martin Shervington

The Future of Google+ is based around Collections and Communities. This Stream will help you connect with great people and ideas, broadening

What if Google+ took over the Open Web?

The pairing down of Google+ allows it to truly expand its reach.

Google's Real Time Search and how to use it for your online marketing

The coin of most business is information. What you do and how you do it often depends upon the quality of research you can carry out and you

A quick introduction to Machine Learning - Plus Your Business

Learn more and understand what is Machine Learning in this quick introduction with David Amerland.

Social Media Meltdown: The Brian Presley and Melissa Stetten Story

A non-story on a privat eencounter between two people highlights all the ethical and practical pitfalls associated with social media.

5 Reasons to Use Facebook Dynamic Product Ads

As you may have heard by now, Facebook has recently announced its latest feature to its advertising community: the Dynamic Product Ads. This

The Tribe That Discovered Trust

The Tribe That Discovered Trust by David Amerland

There are several things that make a bar by the sea: First the sea. On this Mare Mare is unrivaled. There are tables that are practically within five steps from where the waves break. The setting has been nicely decorated and on a hot summer night it feels brilliant. Second, the service. You do want to feel that everything is as magical and special as the setting and sea and here, unfortunately Mare Mare fails to deliver. Water, comes in plastic disposable cups (and it's not cold). The waiters are not trained and although they do try hard, their best is not sufficient substitute for a system to working the tables that allows the patrons to get their drinks in time without having to wait for more than forty thirty minutes (for a couple of drinks) and an additional twenty (for ice-cream ordered at the same time as the drinks, which came half melted). Consider the fact that you do spend money there and the prices are not cheap, the level for service is deplorable. If you really want to enjoy the sound of the waves and the simmering play of moonlight on the surface of the sea grab a rag and a portable cooler and spend some time on the beach, just five meters away. It's free and you get to supply your own drinks, but then again you won't get frustrated by an order that will come in parts, late and be disappointing.
• • •
Public - 9 months ago
reviewed 9 months ago
Two-floor gym with some superb equipment and really friendly stuff. I found it by accident when I was looking for a place to train and I have been a member now for the last three years. Whenever I am in Greece it's where I can be found when not working. ;) It is professionally run, has great opening hours and the membership fee includes classes as well as the use of the equipment. Of the many gyms that can be found in Patras this is one of the best. You will not be disappointed.
• • •
Public - 10 months ago
reviewed 10 months ago
Dedicated staff and excellent exam results speak for themselves. There are not that many businesses that managed to grow during the recession in Greece - this is one of them.
Public - a year ago
reviewed a year ago
Googleplex has a feel and atmosphere that is uniquely its own. I had relatively little time to spend there but the place is totally addictive. It thrums with intent and everyone you meet is dead earnest about their ability to change the world and have an impact. Plus you really got to love a place where ideas simply flow across every conversation.
Public - a year ago
reviewed a year ago
12 reviews
Huge hotel with some history practically across the road from Penn Station, in Manhattan. Brief stay over three days it feels totally impersonal so if you want a more cosy feel this is definitely not the place to be. It is incredibly busy and often feels like a massive bus stop with crowds coming in and equally large numbers leaving. The lobby is massive. There is a concierge service but what they do exactly is hard to tell. A quick question on how to get somewhere resulted in my having to use my phone and Google maps any way. Then again this is NYC and the whole city feels like this. It adds to a s sense of imperative and speed that carries you along so you hardly notice the imperfections.
• • •
Public - a year ago
reviewed a year ago
Budget hotel chosen for its proximity to a speaking venue. Great bar and restaurant and the staff were extremely friendly. It was clean, efficient and lived up to everything one might expect from a place like this.
Public - a year ago
reviewed a year ago
No visit to Paris can be complete without at least one trip to the S=arc De Triomphe. I walked the route rather than drive and it allowed me to take in the Seine river barges that were very much Highlander in style (for those who know the TV series). Totally loved the change of the guard.
Public - a year ago
reviewed a year ago