SEO For Your Property Pages Explained

As you’re probably aware, SEO is a critical marketing channel if you want your vacation rental website to grow and book more stays in 2016 and beyond. Typically, clients want to rank for highly competitive keywords like “Myrtle Beach rentals” or whichever area you’re working with. While this is possible, it’s a long path to success and requires a long investment period in terms of time and money to see it through.

However, there are other low volume, low competition keywords that you should want to rank well for within Google and Bing. Those keywords being: Your Property Name.

If you brand your properties with short, easy to remember names, you’ll want to make sure you capture anyone who’s looking for that rental in Google. For example, the Flamingo House in Holden Beach is rented by Brunswickland Realty. This house is unique in its design and color and generates a fair amount of people looking specifically to stay in it during the busy booking season.

When searching in Google for this, your guest may use the house name followed by the area like so: “Flamingo House Holden Beach”. Here, Brunswickland Realty is doing a great job! The URL for the property ranks at the top of the page with organic search, Google has generated a Knowledge Graph snippet for the query and is showing reviews and business information.


How To Outrank The Big Listing Sites

The primary reason that you want your property pages to rank well in Google Search is to not bleed branded traffic into the big listing websites. If a guest is searching for your homes, don’t let them get distracted! If you’re not careful, you can find your searches for rental properties that you manage falling into the large web traffic bucket that is VRBO/HomeAway/Flipkey/Airbnb.

Why is this a big deal? Well, while the big listing sites can drive you a lot of traffic and bookings, they also aren’t always looking out for your best interests. Getting a potential guest onto for your area means that you’re now competing with dozens of other properties, managers and price points. Simply put, it is also easy for your guests to leave the property listing and get distracted and book elsewhere. With changes coming in 2016, your guest isn’t served well either (traveler fee, anyone?).

To best outrank big listing website, keep the following tips in mind when designing your website layout:

Best Practices For URLs

Ideally, you want short URLs that show the name of the property in the “slug” portion of the URL. Let’s look at a few examples. In some recent website launches, we’ve also tweaked some of our URLs to include the area, view or neighborhood in the URL as well. On larger websites (think: 250+ properties), this is a solid option to organize your property pages in a logical fashion.

We include the property name in each URL.
We include the property name in each URL.
Even with long URLs, Google will show the keyword searched.
Even with long URLs, Google will show the keyword searched.

Create SEO-Friendly Title Tags

Next up is the most important on-page SEO factor: title tags. Simply put, title tags are the most important element that we can work on from the SEO end to help improve rankings for these property pages.

Typically all of our title tags for property pages are generated based on the name of the rental business, the format the client wants to see in search results and the property name. It’s usually a formula of all three elements that allows for us to setup this title tag templates.

Resort Rentals of HHI uses SEO-optimized title tags.
Resort Rentals of HHI uses SEO-optimized title tags.

Letting Bots Crawl Your Property Pages

Before Google or Bing can do a good job of indexing and showing your property page URLs, they need to be able to crawl the pages. Put simply, crawling is the act of connecting together all of the many billions of documents (pages) on the web. Use Google’s robots.txt testing tool to make sure that Google can see your property pages in search. Double-check the cached version of your property pages using a site: command and make sure both the rendered version and text-only cache are readable.

Search the cached version of each URL. Source: Joe Lamb Jr.
Search the cached version of each URL. Source: Joe Lamb Jr.

Going The Extra Mile With Markup

HomeAway has added markup.
HomeAway has added markup.

Coming soon to our latest vacation rental websites is markup. is the standard language of the rich-snippet future of search engines. Recently, large listing websites VRBO and HomeAway have integrated review markup into their listings results pages, earning the star markup from Google for this change. To make a great solution, we’re working through some great updates to our booking engine website code that’ll allow this markup for new websites. Making your website look great in search is an ever-evolving process. If you have any questions, feel free to reach out on Twitter.

How To Depersonalize Google Search Results

It’s the worst email we get.

“I’m ranking very high in Google for keyword here!”

I’m squeamish to check — and sadly, some of time, my worst fear is realized.

I carefully craft an email with a harrowing punchline:

“You’ve been personalized.”

Continue reading “How To Depersonalize Google Search Results”

6 Tactical Link Building Ideas That Work



When it comes to scoring big with Google, link building needs to be one of your most frequently used strategies. Optimizing your website for search engine results that put you on page one can be as basic as having high quality websites linking back to your site. Sounds simple enough, right? It can be if you take the right measures and consistently work at it. It’s truly an ongoing journey. Using these link building ideas and tactics can yield huge results.

Continue reading “6 Tactical Link Building Ideas That Work”

10 SEO Mistakes Managers Make When Redesigning a Website


Is your website looking a little dated lately and in need of a fresh, up-to-date look? Before embarking on a website redesign project, here are 10 mistakes to avoid that will have an impact on the SEO of your site:

Continue reading “10 SEO Mistakes Managers Make When Redesigning a Website”

Local SEO Tips: Updates & Changes Afoot

Recently, Google has taken to updating the local search algorithm to include new changes to their search results. A recent speaking engagement with the Brunswick County Chamber left us scratching our heads! After only a few weeks, a presentation that I’d prepared about local SEO had to be regenerated with brand new screenshots, updated changes and more. It goes to show you that search engine updates are always around the corner and you never know which elements are going to change.

Recently, I gave the local SEO presentation again at the Myrtle Beach Chamber on local search engine optimization. In a competitive market like Myrtle Beach, local SEO is really important. Hotels and resorts like Sandy Beach Resort and other in the Myrtle Beach area rely on local search. I’m happy to report that I’ve updated the slides to include certain elements of the Pigeon update and how it may affect your local search.

Check out the full presentation below and let me know if you have any questions about the local search algorithm and how the updates may have changed your organic traffic.


How to Survive in a 'Not Provided' World

If you are using Google Analytics (and who isn’t, right?), you have been noticing for quite some time now, an increase in the dreaded ‘not provided’ term. Google has been on a mission to encrypt all search data and if the trend continues we very well may see keyword data 100% ‘not provided’.

Google Analytics Not Provided

This decision has left a lot of website owners furious – and with good reason. Keyword data can provide you with valuable information, especially informing you of the organic keywords that are driving traffic to your website.

We know, it stinks! Well, we are here to tell you it isn’t as bad as you think. In fact, we want to pass along a few tips to you that could help you survive in this ‘not provided’ world.

Using Goal Tracking in Analytics

Whether Google provides organic keyword data again in the future, or not, website owners should be focused on other metrics. Keyword data is/was valuable for providing you the terms with which users reached your site, but what were these users’ actions once they found your site?

As a website owner, you should know what action you want users visiting your site to take. Is it a sale, a download, a form completion, or to view a certain page on your site? Most all actions a user performs on your website can be tracked within Google Analytics. At the end of the day, tracking these actions are a much better tool for measuring your site’s success than traffic from keyword terms.

Inside the Administration panel of your Analytics account, you will find Goals. Once inside Goals, you will create a New Goal – and with a little coding you can track most anything.

Google Analytics Goals

Once you start collecting data from your goals, you will become much better equipped with information on how to improve your website than keyword data ever provided you.

Use Filters

Logging into Analytics and seeing that 79% of your keyword data is being shown as ‘not provided’ is never a good feeling. We have a little tip for you that can help make that data a little more useful.

Analytics also has a Filter feature in their Administration panel. Once in there, add this to a New Filter. Over time, this will show you the landing pages for each of the ‘not provided’ referrals. This will not provide you with the exact keyword that brought the traffic to your site, but if your content is well optimized, as well as your URLs, you will have a very good idea of what terms the users were using to find your site.

Google Analytics Filters

New Filters in Google Analytics

Google Webmaster Tools

Most website owners are aware of Google Analytics, but not as many are using Google Webmaster Tools. Now is a great time to jump on board!

You will find some valuable keyword data related to your website in Webmaster Tools. Just go to Search Traffic > Search Queries.

This data only goes back a limited time, but you can also use some of their filter options to see things like web vs. mobile. Also, this data is very valuable because it will show you impressions, clicks, CTR and Average Position.

Join the PPC side

I know, I know — the last thing you want to do is hand Google over some of your own money after they’ve stripped away your keyword data. I get that! The fact is, paid advertising space on search result pages is increasing. If Google is paying more attention to it, chances are you should too!

Once you start using Adwords, Google will show you the keyword data coming from paid search. This will give you a solid idea on which high volume keywords are really converting for you. That will then give you the knowledge to use towards where you want to focus your website, specifically in the organic SEO world.

We have been aware for a while now that Google has been moving away from keyword data. We can either kick and scream, or jump on board. Its time to stop focusing on old school keyword data, and start focusing on providing our customers what they want when they visited our site in the first place. Use these tips above, but remember — provide your customers with the best user experience.

Ecommerce Tracking Shows Great Results

ICND is not only a website development and design firm, we also specialize in different avenues of online marketing. The below case study discusses one of ICND’s clients who increased their marketing efforts 6 months ago. It often takes more than 6 months to see drastic results, but this client chose to work with ICND on SEO, PPC, Social Media Marketing and Email Marketing. All of our efforts worked together to show fantastic results!  This is a vacation rental client, who we have set up on Ecommerce Tracking with Google Analytics. With Ecommerce tracking you can see down to the penny what properties were booked and produced revenue, and what outlet the leads came in from.

# Source Revenue % of Revenue
1 google/organic $231,439.78 40.21%
2 direct $154,584.87 26.86%
3 bing/organic $60,343.33 10.48%
4 google/cpc $57,470.53 9.98%
5 yahoo/organic $40,071.67 6.96%
6 $4,930.91 0.86%
7 / referral $4,624.80 0.80%
8 aol/organic $4,486.81 0.78%

If you add together Google, Bing, Yahoo and Aol, you will see $336,341.59 in revenue from ICND Organic SEO Efforts.

They have converted $57,470.53 from their Pay Per Click Campaign

They’ve converted $4,930.91 from their Facebook campaign 

They’ve converted $4,624.80 from their email marketing campagin

This is of course not counting phone calls, which is often attributed to marketing efforts as well. And many of those direct leads (source #2) could have been coming from Facebook or other marketing sources. Marketing isn’t about just about converting online, it’s about putting your name in the back of people’s minds so when they’re ready to book, they find YOU!

Unfortunately, this client did not have ecommerce tracking on their site prior to 6 months ago, so we cannot compare this year’s online revenue to last years. However, we can tell that their traffic is up 22.33% from this same time last year (comparing 1/1/13-3/3/13 to 1/1/14-3/3/14). They’ve had over 6,000 more visitors on their site this year than last!

Ecommerce Tracking


If you’re a current ICND client, talk to your account rep and make sure you are set up on Ecommerce Tracking or Goal Tracking. If you’re not an ICND client, contact us today for a free marketing analysis. This isn’t only for vacation rentals or retail sites. A “goal” can be as simple as someone filling out a contact form. If you don’t sell anything online, we still want to be able to track your leads and ecommerce and goal tracking are the perfect way to track this. Goal and Ecommerce tracking are a large part of ICND SEO efforts. It is important to not only see that you are getting traffic to your site, but also to see that the traffic is quality traffic that will convert to revenue.  Numbers don’t lie. With the right amount of time and revenue invested into your marketing plan, we can help you grow too!

One Year of SEO, Double the Traffic!

Ever wonder if SEO is worth while? ICND is here to show you how Search Engine Optimization can truly help your business grow! January 1 2014 marked the one year anniversary of one of our Wilmington, NC clients SEO plan with ICND. This client in particular is on a 12 hour per month plan. We compared their traffic from January 2013 to January 2014, and are very pleased with the results! Just as we expected, their traffic has drastically grown. In fact, it has near doubled what it was the prior year.  Please see below screen shot from Google Analytics showing traffic.

Search Engine Optimization

Our dedicated marketing team is hands on to help you and your company grow. If you’re interested in seeing similar results, contact your account rep or today to discuss our recommendations for you!


The Pragmatic Approach for Targeting Vacationer Demographics

The vacation rental industry is an 85 billion dollar industry with virtually every demographic planning a dream vacation, year after year. A majority of vacation rental managers often realize too late about vacant inventory. Focused solely on families (or vice versa) this late realization leads to last minute price slashing with mixed results. Wouldn’t it be nice each year to be ahead of the curve and guarantee a larger percentage of bookings?

Studies have shown (Framingham Heart Study) that men who regularly vacation are 32% less likely to die of heart related illnesses compared to men who do not take a regular vacation. What’s worse is that women who don’t vacation twice a year are 8 times MORE likely to suffer from a heart related illness. These studies reinforce the notion that happier, healthier people across the board, know that rest and relaxation are vital to their health.

The question is: are you capturing every demographic the correct way? 


Today’s marketing tools make it easier than ever to target specific demographics:

Facebook Targeted Ads– Facebook ads have come a long way in terms of targeting. Users of Facebook today are revealing more and more information within their own profiles that Facebook has tactfully gained access to who each user is. If one bedroom condos are a large part of your inventory still in stock, the ability to create an ad specifically toward those in relationships with less than 2 children as well as including the unmarried and married with less than 2 children, ensures that those in your target segment are the only ones who are viewing such an ad.

Facebook Post Targeting– Did you know you can cater a post to specific demographics? Much like Facebook ads, specific post targeting allows you to display certain posts to current fans that you wish to capture. Suppose there are a number of units you’d like to see booked for an upcoming weekend. Depending on your vacation rental price points, wouldn’t it make sense to target to those solely within a day’s drive? Creating a targeted post highlighting this facet has the potential to yield higher results.


Segmented E-mails– Does your company use departure questionnaires? If not, it might be time to consider implementing them. Gathering as much information on former clients can help determine location, time of year and frequency of their vacation habits.

PPC– Google, the mother ship of all things related to targeting. It should be of no surprise that Google knows everything about you. Whether you use their browser, (Chrome) or simply use Google searches on a daily basis, the fact remains that they are keeping tabs on your search history and figuring out with great detail, who you are. The power of this information is outstanding. One of the tools marketers have at their hands is Pay Per Click Ads. Incorporating a well-timed and concentrated PPC campaign not only increases views but can also show you in a variety of facets where you may be failing in converting actual sales.

Demographic information is one of the most vital aspects to understanding your business. With comprehensive research within your own buyers’ history as well as carefully executed targeting measures, the ability to capture and retain audiences has never been stronger. Utilization of these targeting tools can propel your company’s overall performance.

Big Google News: Not Provided Hits 100% & Hummingbird Update Announced

Summer is over and that means news and announcements in the SEO world are heating up. In the last few weeks Google has made some changes leaving many SEOs and marketers lamenting days gone by. Let's look at the announcements and what that means for us:

Not Provided Reaches 100%

Google has finally done it! The day many SEOs have feared is upon us. The day keyword referral traffic from "not provided" hits 100%. 

What's Going On?

If you weren't in the loop or haven't noticed the strange (not provided) keywords in Google Analytics, here's what's going on.
About 2 years ago, Google added a secure search option and started removing keyword referral data for users that were signed in. This meant that site owners would no longer be able to attribute exactly what keywords in Google were driving traffic. Originally, Google claimed that the number of searches that would be affected was going to be less than 10%. That number grew, however, and crept higher and higher.
This past week, Google announced that all searches will be secure. That means no keyword referral data will be reported through Google Analytics.

Why Did Google Do That?

Google's reasons for the switch are security, privacy, and user experience. They figure that not everyone wants their searches to be public or want their search history to be used by marketers.
The caveat here is that you can get full keyword data if you're running AdWords campaigns. Essentially Google is still offering the data, you just have to pay for it.

What Can I Do?

If you want to go back to the old days where you see full keyword data from Google, that's not going to happen. You do have a few alternatives that will give you a partial picture, though:
  • Check out keyword impressions in Google Webmaster Tools
  • Look at organic traffic to landing pages in Google 
  • Get an AdWords account 🙁

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Google's Hummingbird Algorithm

The next major announcement is that of Google's new Hummingbird algorithm update. 

What is It and What Does It Do?

Hummingbird is Google's biggest algorithm update since the Caffeine update in 2009. At it's core, Hummingbird is Google updating the way it handles search queries to better deliver results in a conversational search context. Google is now analyzing all parts of a users search more closely to determine the context of the query and provide more accurate results.

How Does it Impact Me?

First of all, Hummingbird was actually rolled out in late August before Google's official announcement nearly a month later. If you saw any ranking or traffic fluctuations around August 21st through the 24th, you may have been affected by Hummingbird. Overall, the change went relatively unnoticed by most site owners and marketers.
Hummingbird is just the most recent move by Google to update their search technology to cater to mobile users. Conversational search favors the "ask a question" way of searching over the traditional keyword search because you're interacting with a device the same way you would another person. If you haven't already been thinking about how people will interact with your site on mobile devices, now is a great time to start. These changes show that Google is putting mobile user experience at the forefront of their search strategy.

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