The Guizer Jarl - Colin Summers Britain's biggest fire festival and torchlight procession takes place in Lerwick on the last Tuesday every January. Over 900 colourfully dressed "guisers" follow the Jarl's squad of Vikings and their longship through the darkened streets of the town to the burning site. Here the official ceremony ends in a spectacular blaze as 800 flaming torches are thrown into the galley. Then follows a night of revelry as each of the 40 plus squads visit the 11 local halls and put on wild and amusing sketches to entertain their hosts.

In these pages you will find some information on the history of the festival and of this year's festivities.

How to Decide Between Advertising and SEO for Your Business

Advertising and organic search engine optimization are both great ways to increase your business’s visibility, but they’re not always the best strategies to use at the same time. Both techniques have their advantages and disadvantages, so it’s important to know when you should use each one to best serve your business goals. Here’s how to decide between advertising and SEO advertising for your business when it comes time to choose an online marketing strategy.


The cost of advertising can vary greatly depending on the platform you choose and the scope of your campaign. SEO, on the other hand, is a long-term strategy that requires ongoing effort and maintenance. When deciding which route to take, consider your budget and how quickly you need results.


When you’re first starting out, you may not have the budget for a large advertising campaign with a facebook ads for small business. In this case, SEO can be a great way to get your website seen by potential customers. However, as your business grows, you may want to consider adding advertising to your marketing mix. Here are some things to consider when making the decision


The key to success with any marketing strategy is transparency. You need to be clear about what you want to achieve, who your target audience is, and what you’re willing to spend. Once you have a good understanding of these factors, you can start to research which marketing strategy will work best for your business.

Target Audience

As a small business owner, you may be wondering whether you should focus your limited marketing budget on advertising or SEO. The answer depends on several factors, including your target audience, your product or service, and your overall marketing goals.

Here's a quick overview of advertising and SEO to help you decide which is right for your business

Return on Investment

When it comes to making a decision between advertising and SEO for your business, you need to think about return on investment (ROI). Advertising can be expensive, and you may not see results right away. SEO, on the other hand, is more of a long-term strategy. It can take months or even years to see results from SEO, but it is often more effective in the long run.

End Results

It can be difficult to decide whether to invest in advertising or SEO for your business. Both have the potential to bring in new customers and grow your business, but they work in different ways. Here are some things to consider when making your decision: 

-What are your goals? Are you looking to increase brand awareness, generate leads, or make sales? 

-Who is your target audience? 

-What is your budget? 

-What is your timeline? 

-What resources do you have available? 

SEO can be a great long-term investment because it will help you rank higher in search engine results, making it more likely that potential customers will find you.

Other Things To Consider

1. If you have a limited budget, advertising may not be the best option for you. 

2. If you're selling a product or service that is unique or niche, advertising may not reach your target audience. 

3. On the other hand, if you're selling a popular product or service, advertising can be very effective. 

4. SEO can be a good complement to advertising, but it takes time to see results. 

5. If you're just starting out, you may not have the budget for both advertising and SEO. 

6. Ultimately, it's up to you to decide what's best for your business. Consider your budget, your goals, and your target audience when making your decision.

History of Up-Helly-Aa

This year's Guizer Jarl

Former Jarls

Read this year's bill (large GIF)

Up-Helly-Aa Songs

This year's Junior Guizer Jarl

Articles from The Shetland Times

Viking links

© All text copyright, The Shetland Times Ltd, 1997.