How to take advantage of Google Search Trends

Google trends is one of the best and most versatile tools available for any marketer out there. There are literally billions upon billions of searches performed in Google every single day. So why not gather that information and use it at your will? You can use Google trends to discover basic data about your brand, your market share, your competition and seasonal trends.

“Google Trends gives you a glimpse into the topics the world is searching for.” The trends begin in the year 2004 and go forward. These trends can be sorted by types of searches (web, image, news, products, or YouTube), geographical areas, time span, and categories, and the tool allows you to compare up to five search terms at a time.

There is a variety of ways you can use Google trends to gather the data you want the most.

When performing a search on Google Trends, you have the option to set four variables or parameters. (default shown in bold)

  • Web Search – Image search – News Search – Product Search – YouTube Search
  • Worldwide – Option to choose a specific Country
  • 2004-Present – Past 7 Days – 30 Days – 90 Days – 12 Months- Choose a Year
  • All Categories – Arts & Entertainment – Autos & Vehicles – Beauty & fitness – Books & literature – Business & industrial – Computers & electronics – Finance – Food & drink – Games

 

For an example take a look at these screenshot. You can see the search term “Charleston vacation rentals” and see the interest over a period of time for that specific search term.

 

This example shows  you the interest over time of the keywords, Outer Banks and OBX. As you can see year over year, there has been less searches performed for Outer Banks. However, you can see people are starting to use the term OBX instead of the full name.

 

 

Understand your competitors

They say, keep your friends close, but your enemies closer. The best way to beat your competitors is to understand them. You can learn a lot from your competitors graphs. If they are doing well, you can research the “peaks” and see how it was created. If they are doing poorly, you can research on what to avoid and understand how to adapt your marketing strategy.

Monitor Your Brand

If you are not monitoring your brand, you should be! When you monitor your brand, you should be looking out for active ways that you can improve your market share and positively increase your brand presence. Google trends can provide you with a detailed report on how you are faring. Just enter your company’s name and it will show you the information of “interest over time” via a graph and data on how searchable your brand on a per year scale.

Seasonal Trends

If you need to write content for your blog, or for your website, understanding seasonality is a critical factor. There is no point in publishing content that your audience may not likely to engage with. Google trends can help you find the most relevant topics for the time of year, you need. This will drive your content creation and give you ideas on what your audience is attracted to.

Building your brand online can be a daunting but rewarding task. Explore the benefits of Google trends and see how it can get you ahead of your competition. If you do not want to be bothered with all this research and data, let InterCoastal Net Designs do the work for you. We have a full vacation rental marketing and SEO team at your disposal.

Give us a call today at 866.249.6095!

Top 5 Rental Website Conversion Tactics to Boost your Bookings

Do you find your website generating a large volume of traffic but not yielding enough conversions? This is one of the many challenges many vacation rental managers face when it comes to their digital marketing success. Identifying the potential causes of failing to convert those lookers into bookers is the first step into solving this very common problem.

Can you answer these questions that as a marketer or manager should be able to answer?

Think about your online conversion rate.  If you get 1,000 visitors to your website a day, but only convert 2% that’s 20 reservations.  But what if you could increase that percentage to 10%?  That’s 80 more reservations a day you are making online.  This is why website conversion optimization is so important.  We want you to increase your traffic, but we want you to also focus on converting a higher percentage of that traffic.  That’s where the real money is.

It’s important that you have a team that knows what they are doing: where to put things, how to word things, what color to make calls to action.  What makes a person go or stop, and how to funnel traffic throughout your website.  That’s what we specialize in Conversion Focused websites.

 

The Top Conversion Tactics

Conversion Tactic #1: Make it Mobile!

It’s really important visitors can navigate your site from any mobile or desktop device.  Most people are shopping on mobile devices and make their purchases on a desktop.  This is the same with travel purchases. But mobile conversions are on the rise, so you need to be thinking about your mobile architecture and usability for mobile navigation.Incorporate marketing – people open their email, see start shopping

For 30% mobile 80% bookings come from desktop.Mobile traffic is up 200% in the past few years.

 

Conversion Tactic #2: Up Your Elements

So let’s talk about some of those elements that help funnel your traffic.  One of the most important things it to make sure your quick search is above the fold.  Use cool verbiage in your calls to action, like “Begin Your Adventure” rather than just “Start  your Search”.  Use brighter colors to call their focus for book now.

It’s online marketing’s job to get traffic to your site, but it’s usability and functionality that uses some psychology to make them book.  This is a screen shot of our booking engine.

The visitor has landed on the website and began to search.  They could be shopping around for price and availability.  We’ve incorporated urgency into our booking engine.  We show that search has only produced X amount of properties, or 82% of our inventory matching your search results is booked, reserve now, or showing that 22 people have viewed this property in the last 3 hours.  These elements show the visitor, they need to take action before their selection is gone.

Conversion Tactic #3: Make It Easy!

In order to find a property, you’ve got to have the tools to help them.  Having a refine search with popular features is necessary for your visitors to drill down and find the perfect property.  If you’re a hotel, this maybe different for you, you only have a couple room types, but making it easy for them to find those room types, pricing, and ability to book them.

Then you want to make sure you are tracking our searches.  What are your most popular arrival dates?  What is the average length of stay people are searching for?  Do you have a lot of people looking for something that is pet friendly, but only a handful of pet friendly properties.  This could open up opportunities for you to expand your inventory.  Let’s say you get a lot of people searching for 3 BR oceanfront at the <xxx> Resort, but you only have 1.  This could be an opportunity to market to owners there telling them you have the demand, but you need more supply.  Having tangible results from actual searches performed on your website could be a powerful tool to potential owners – especially with the analytics to back it up.

Conversion Tactic #4: Focus on the Booking Page

Take a look at your conversion rates from your check out pages.  This is probably one of the most important pages.  You work so hard to get a visitor there.  Obsess over this rate.  We pay so much attention to the pretty pictures and design, and you may think this is just a standard form.  It’s not.  We’ve learned from improving our clients check out pages and also from looking at what the big dogs do –

  • strip out your navigation,
  • make the form easy to fill out and fit on one page,
  • and easy to fill out on a mobile device
  • have your totals adjust as they add on or opt-out of things like travel insurance
  • make sure they know it’s secure, and make sure it’s simple.

Conversion Tactic #5: Watch the Users and Adapt

Navis is going to tell you a lot about what happens to a lead after they’ve made contact with you or booked, but if they didn’t get there –say they landed on your website and bounced or exited before booking or making contact, you have to take a look at your funnels in Google Analytics.  This is going to be going in and looking at your pages, page views, and conversions from those pages.

Say they land on your specials page, but don’t know how to execute the special.  Well it can result in an exit rather than a booking.  If you see high bounce or exit rates on your pages at any point in your funnel, you are going to want to drill down and figure out why.  You can install more tracking through Crazy Egg heat mapping or watch video clips of visitors looking at your site and what they are doing.  This going to tell if your visitors are getting lost, if they are backing out at the check out pages, or trying things that will help with conversions.  Maybe it’s a call to action, maybe your promo code field is not visible, you have to dig in and see what visitors are doing to help make changes to your funnel.

Final Converting Thoughts

“Beautiful websites don’t generate leads”. There are a ton of fantastic web designers out there that can create a great and beautiful website, but they may not be centered around conversions. We like to call those websites “All flash and no cash”. When you go with ICND,  you are choosing a company that has researched and implemented the elements that will help you increase you conversion rates.

VRM Intel Live 2016!

Stay in the loop.

If you’re like ICND, you hate missing out on industry news.

Your company realizes that vacation rental marketing strategies change drastically from year-to-year (heck – sometimes even month-to-month!). That’s why you need to join us in Wilmington, NC on October 26th for the 2016 VRM Intel Live! Conference.

You’ll get the chance to see some of the top names in our industry give never-before-seen presentations you simply can’t afford to miss!

Just to name a few:

2017 Marketing Plans with Amy Hinote

Cutting Costs and Increasing Profitability with Ben Edwards

Listing Site Optimization and Independence with Amber Mayer


Click here to get the full schedule for VRM Intel Live! 2016.

Don’t let the competition pass you by.

In an industry that changes as rapidly as Vacation Rental Marketing, events like VRM Intel are of utmost importance. But it’s not simply the fact that you’ll learn new strategies at the conference that makes it so important.

The thing is, everyone who attends will learn these new tactics.

That means that if your company has decided not to attend VRM Intel Live! this year, they are essentially handing over the reigns to all their competitors – who will surely be there.

Join ICND in making sure the foothold you’ve worked so hard to achieve isn’t lost completely due to a single poor decision.

Get your name out there.

But VRM Intel Live! isn’t all about the competition.

You know as well as ICND that getting your well-earned good reputation out into the industry while building new business relationships can be equally important. This conference is the perfect opportunity for that.

Some of the biggest names in the vacation rental marketing industry have already signed up to attend, so don’t miss your chance to meet them face-to-face & in one place!

Can’t make it in October?

That’s perfectly okay! Team ICND will also be attending the VRM Intel Live! Conference in Sandestin, FL on November 30th. It features all of the same presentations and events, so we hope to see you there too!


Click here if you still need to purchase tickets for the Wilmington Conference.

Check out Team ICND at VRM Intel Live 2016!

Can’t attend the conference, but want our marketing advice anyway? No problem – reach out to us via Facebook, Twitter, or drop us a line at 866.249.6095 – we’re always here to help!

ICND scored VRM Intel’s 2016 Best New Vacation Rental Website!

The news is in! VRM Intel has selected its Best New Vacation Rental website for 2016. VRM asks the industry professionals to submit their favorite vacation rental company management website that have launched in the past 12 months to compete for the best. There were several deciding factors that went into judging the best pages. Does the site promote your brand, the destination, and the homes in a professional way? Is the website responsive with great quality photos, descriptions and amenities? Is it easy for the consumers to refine their searches to find the right set of homes, and can you sort the searches in a logical way based on prices, bedrooms, and occupancy? How do you rank in google, and how easy it is for guests to sign up for your deals, promotions, or newsletters? In addition, will the website load fast on a computer, tablet and cell phone. InterCoastal Net Designs came in 1st with www.topsail-realty.com and 5th with www.oregonbeachvacations.com.

Ranked #1- Topsail-Realty.com

Topsail-Realty.com met quite a few of those deciding factors and more. As soon as you land on the page you see a high quality montage of the Topsail area in the header video and featured properties on the homepage

intercoastalnetdesigns

Additionally, it features quick call outs to popular search pages.

 InterCoastal Net Designs

Interactive display for homeowner acquisition that leads to a professionally done property management page!

intercoastalnetdesignsdisplay

Topsail Realty also features a quick search that lets the consumers select quick options like, high internet, dog friendly, and smart homes. The refined search allows for visitors to drill down their search results by area, location, amenities, beds, baths, and price range and also sort by number of beds, occupancy, or alphabetical order. In addition, search results allow property manager to pin properties to the top that need more attention.It contains urgency features which shows the number of people interested (viewed) the property

intercoastalnetdesignsurgency

 

The calendar doesn’t allow you to check dates to arrive that would be outside booking parameters (must call to book partial stays).  This results in less error and confusion for the customer.

Property detail pages were decorated with a split cost calculator, social media shares, request more info forms, reviews Q&A, calendar block out dates,  and a break down of pricing – combines total, but ability to see details of charges.

The booking page is optimized with the ability to add on add-ons at the checkout.

intercoastalnetdesignsaddon

 

Ranked #5- OregonBeachVacations.com

Oregon Beach Vacations came in at 5th place. The header is decorated with a beautiful enticing picture of the local area. We made it easy to help the consumers refine their search to find the right set of homes with the property detail page. It includes the sticky availability search & custom calendar to select availability

 

oregonbeachpropertydetail

In addition, the search results were refined to include urgency features, to let the consumers know how popular the property is, and the percentage of properties already booked. We also made it easy for the consumers to see the ratings of their destinations and the overall reviews of the company

oregonbeachproperties

Vacation rental agencies choose us, because we create websites that both impress and boost your presence with the industry, all while working within various budgets. We will take care of all the details—customer service is what we do best—so you can focus on your organization—what you do best. We design your website to be responsive and mobile. We have a team that keeps up with the latest industry news, so you don’t have to!

InterCoastal Net Designs set the design standard for vacation realty websites. Our commitment to excellence in design and usability, keeps us at the top of our industry and a step ahead of our competitors. Don’t hesitate to contact us to learn about building a custom website for your company.

 

 

VRMA 2016 National Conference

No one likes to miss out.

In the world of Vacation Rental Marketing however, you simply can’t afford it. Our industry changes greatly from year to year (even month to month) and your company’s response to these changes can truly make or break your site.

But imagine if you knew everything you could possibly need to know about the state of VR Marketing in 2016.

Well, that’s exactly what you’ll learn when you join Team ICND at VRMA National 2016! We’re giving 3 presentations at the conference, all packed with information and strategies you can’t pass up.

2017 Marketing Game Plan

With the seemingly endless supply of marketing advice you can find these days, which sources can you really trust? To put it simply – not many of them.

That’s why you need to hear from ICND – a company in your specific industry that knows exactly what you’re going through.

We’ve been very successful using the strategies Brandon Sauls (President), Vanessa Humes (Director of Sales), and Paul Hanak (Director of Marketing) are going to teach you in the 2017 Marketing Game Plan presentation – and we want the same for you, so don’t skip this one!

Big Dog Conversion Tactics

Many companies get lost in the weeds because they’re not willing to think big. They believe all they need to do to get by is to figure out what the competition is doing and then to do that slightly better.

Here’s the thing – they’re right.

But do you want to just “get by”, or do you want to play the game like a Big Dog and rake in those Big Dog conversions? If you answered the latter then you absolutely have to come hear Brandon and Vanessa’s Big Dog Conversion Tactics presentation.

Leverage Social Like a Pro

Did you know that when the first trains were invented, people were terrified to ride them because they genuinely thought the human body would melt at speeds faster than 30 miles per hour? Because of this, the first companies to start utilizing the train for business ruled the game for decades.

This story seems pretty silly to us nowadays, but it’s a perfect example of how a simple lack of knowledge about a new technology can lead to your competitors passing you by.

We’ve had a ton of success using Social Media for our clients, and we’ve learned a lot along the way. That’s why our lead Saleswoman April Burns is giving her Leverage Social Media Like a Pro presentation, and you can’t miss it!

Check out Team ICND at VRMA National 2016!

Can’t attend the conference, but want our marketing advice anyway? No problem – reach out to us via Facebook, Twitter, or drop us a line at 866.249.6095 – we’re always here to help!


Click here to get the full schedule for VRMA National.

InterCoastal Net Designs Offers Part II for VRMA [Webinar]

 

color right

Last April, InterCoastal Net Designs was offered a speaking engagement at VRMA Eastern Regional Seminars in Atlanta, GA. Our very own, April Burns, delightfully informed attendees, the tricks of the Facebook trade when it comes to increasing engagement. The reception was overwhelming.  Many learned important caveats about the role social media plays in their business. And here’s the best part: They asked us to do it again.

Tune-in on Thursday, August 25 to the VRMA webinar “Get More Engagement Through Social Media With Your Team – Part II”. Starring April Burns and ICND social media specialist, Dan Sever, for an informative and fun outline of what your business can do to increase web traffic through social outlets. Starting at 1PM EST, this one hour session will cover:

  • Social Analytics
  • Attracting more potential guests
  • Reputation management
  • Facebook Ads

Back with brand new “April’s Action Items”, attendees can expect more key takeaways to help boost their online conversions. To register for this webinar, Visit Here

VRMA 2016 Eastern Conference

It’s amazing how much can change in a single year. Since we left VRMA Eastern last time, Team ICND has been busy – to say the least.

We streamlined our code base, launched around 25 high-converting vacation rental sites, and even doubled the size of our offices! Needless to say, we’ve learned a lot more about the vacation rental marketing industry along the way.

icnd-vrma-eastern-2016

That’s why we’re so excited to see you at the VRMA Eastern Conference this year. We love giving back to our industry, so we put together two awesome presentations to let you in on the secrets we’ve uncovered.

If your company utilizes VR Marketing of any sort, you can’t afford to miss these talks – and we can’t wait to see you there!

Dominate your competitors with Social Media.

The first presentation from ICND is called Get More Engagement Through Social Media With Your Team. As you know, Social Media is incredibly important in the world of Vacation Rental Marketing – and is only becoming more so.

Over the years, we’ve made much use of its great power and have consistently improved and adapted our strategies along the way. It’s been a long yet rewarding road for ICND to discover the Social Media strategies that actually worked best for our industry.

That’s why we want to help you to skip over that struggle by teaching you everything we learned – putting your company on the fast track to Social Media domination!

The talk will be held from 11 – 12 a.m. on Monday, April 25 and will be presented by our own Account Executive April Burns. Come learn how ICND has been able to get our clients more engaged social traffic, as well as improved online recognition and reputation management – and how your company can do the same!

Onboard new homes easier than ever before.

Our next presentation is called How To Onboard New Homes Effortlessly. In the Vacation Rental Marketing industry, we all know how confusing and long-winded the onboarding process has the potential to be.

That’s why ICND want’s to teach you how to properly take on a new vacation rental home, all the way from signing on to adding the home to your website.

The talk will be held from 3 – 4 p.m. on Monday, April 25 and will be presented by ICND President Brandon Sauls and our Digital Marketing Director Conrad O’Connell.

Come learn about the “Ready To Rent” Checklist we’ve developed for Property Managers (who now love us for making their lives easier), and how we keep our property owners happy from day one by effectively marketing their homes online.

There are a lot of takeaways from this talk – and it’ll leave you wanting to run back to the office to put our strategies to use immediately!

Come see us!

At the end of the day, no presentation can cover everything – no matter how awesome. That’s why we hope to meet you in person this year at VRMA Eastern!

Come by our booth (# 33) and we’ll be happy to answer any burning questions you’ve got – or we can just shoot the breeze!

At ICND, we love throwing around ideas with our fellow Vacation Rental Marketing friends. So, come see us at VRMA this year and let’s get Summer 2016 started off right!


Click here to get the full schedule for VRMA Eastern.


Can’t attend the conference, but want our marketing advice anyway? No problem – reach out to us via Facebook, Twitter, or drop us a line at 866.249.6095 – we’re always here to help!

On The Road With ICND

This year, the team at ICND will be attending the annual NAVIS Leaders Conference. The event takes place February 24th-26th and will be held at the Rosen Centre Hotel in Orlando, FL.

ICND founder Brandon Sauls is a NAVIS Certified Partner, and will be giving a presentation titled Website Conversion Rate Optimization that’s not to be missed.

The biggest names within the hospitality sales and marketing industry will also be attending/speaking at the event, so this could truly be the most important conference many businesses attend this year.

We know Conversion Rate Optimization.

If there’s one company within the vacation rental industry that knows about conversion rate optimization, it’s ICND. Since our President Brandon Sauls founded the company way back in 1999, the creation of highly converting websites has been a large part of the infrastructure of ICND as a business.

And we want you to learn from our mistakes.

Of course, you can’t do what we do for as long as we have without making some mistakes along the way. With such a large variety of sub-categories within the hospitality industry, there’s a seemingly endless variety of websites in need of conversion optimization. The tactics that work for one type of site will not necessarily work (and often simply won’t work) for a site of even a slightly different variety.

So, come on down.

That’s why you need to come hear Brandon’s “Website Conversion Rate Optimization” presentation. Over the many years, ICND has worked to optimize an incredible variety of sites and has come to understand which tactics work (and which really don’t work) for any given site. Brandon’s presentation will serve to illuminate these secret tactics, and help you avoid the mistakes many companies are making (some without even realizing it).

We’ve got this covered.

At the end of the day, there’s really no better measure for experience than a business’ longevity. As you know, within the marketing industry the number of truly long-lasting companies is relatively microscopic. ICND is one of the rare exceptions, and that’s why we know you’ll be running back to the office immediately after our presentation to implement the tactics we’re going to teach you.

Industry leading guest speakers.

This year’s NAVIS Leaders Conference will be wrought with industry leading experts. Just to name a few, Larry Mogelonsky and Peter Yesawich (of LMA Communications Inc. and MMGY Global, respectively) will be guest speaking. There will also be a variety of presentations from NAVIS Certified Partners (our very own Brandon Sauls, for example).

Who you’ll actually get to talk to.

We’ve all been to conferences that are so over-scheduled that they leave no time for discussion or one-on-one time with the speakers. This is not that kind of conference. Rather, you’ll have plenty of time to ask questions at the end of each presentation, or to speak directly with the speakers at their individual booths.

It’s the perfect chance to network.

The skills that you will take away from this conference are one thing, but let’s not forget the fact that you’ll be surrounded by the biggest names in the hospitality sales and marketing industry. That means that you’ll get the chance to build lasting business connections with the companies in your industry that truly matter.

Thought-provoking industry discussions.

It is quite common to attend a conference only to realize that many of the presentations were included simply to fill time. Once again, the 2016 NAVIS Leaders Conference is not that conference. Instead, it will be packed with a large variety of stimulating presentations from industry leaders.

That relate directly to your business.

It’s one thing to give an interesting, thought-provoking presentation. It’s a whole other animal to give one filled with strategies that listeners can immediately take back to the office and implement the very next day of business. That’s what makes this conference so different – every presentation you’ll see fits the latter criteria, and none are simply time fillers.

Come ready to learn and participate.

The conference was designed precisely to connect businesses with industry leaders so that these extremely important discussions could be had. So come ready to both learn and participate, because that’s the perfect recipe for building a better business (and a better industry as a whole).

Don’t miss out on the latest industry knowledge.

If your business is anything like ICND, you can’t stand to miss out on the latest trends and best practices within your industry. With the state of modern technology, these “best practices” can literally change from one day to the next.

We want to meet you!

That’s why you need to attend Brandon’s “Website Conversion Rate Optimization” presentation and stick around for questions afterward so we can keep you ahead of your competition in the coming year. We can’t wait to meet you in person, so make sure to swing by our booth and say “Hi”!

And this is the perfect chance.

The NAVIS Leaders Conference is the biggest annual conference for sales and marketing companies in the hospitality industry. If your business falls into this category, this could be the single most important event you attend all year. So, don’t let your competitors pass you by in 2016 – follow ICND on the road to Orlando. We’ll see you there!


Can’t attend the conference, but want our marketing advice anyway? No problem – simply reach out via Facebook, Twitter, Email, or drop us a line at 866.249.6095 – we’re always here to help!

Busy April Results in 8 Sites Launched By ICND

A lot of positive vibes have been flowing through here this first quarter at InterCoastal Net Designs. With exceedingly high standards, our team has launched 8 quality websites– all within the vacation rental market. With any redesign process our expert team considers the freshest aesthetic as well as optimizes for the best search engine practices.
Continue reading “Busy April Results in 8 Sites Launched By ICND”

Announcing Greybeard Rentals

The real estate company, Greybeard Realty, located in Black Mountain, North Carolina, recently worked with InterCoastal Net Designs to have the vacation rentals division of their web site redesigned and made more social media friendly for its users. ICND started with providing the rental division — Greybeard Rentals — with its own domain.

The new site built for Greybeard Rentals includes the integration of a Vacation Rental Booking Engine that streamlines their reservation process. There are plenty of new photos of their rentals added to the site and you’ll find the navigation to be more user friendly as well.

As one of our newest search engine optimization (SEO) clients, Greybeard Rentals will have regular and thorough optimization performed on their web site on a monthly basis by ICND, which in turn results in higher ranking among search results for relative keywords and phrases in their industry.

To celebrate the inauguration of their new website, Greybeard Rentals are offering the Christmas Lights Getaway Package, a chance to explore Asheville from now until Dec. 31st. while staying in one of their selected rental cabins. Included in the package is a 2-day daytime pass to the Biltmore Estate with an additional candlelight tour during the evening. They also will have a Christmas tree, decorated and lit, as well as Cadbury drinking chocolate awaiting your holiday arrival at your Asheville Christmas cabin. For more information on this and other packages, visit the guest services division of their website.

Announcing Greybeard Rentals