Author Posted on Categories Blogging, Pay Per Click, Search Engine Optimization, Vacation Rental Marketing Are you managing your Adwords budget efficiently during COVID-19 travel?
In the world of Digital Marketing, every question has the same answer, “It depends”.No two clients are the same
Author Posted on Categories Analytics, Blogging, Search Engine Optimization, Vacation Rental Marketing What is a content audit and how can it help you increase website traffic + conversions. Let’s start with the definition: A Content Audit is a way to get rid of under performing low
Author Posted on Categories Search Engine Optimization, Vacation Rental Marketing Getting Geo-Targeted or local traffic to your vacation rental website doesn't have to be difficult. As a matter of fact, here we give you five great tips!
Author Posted on Categories Pay Per Click, Search Engine Optimization, Vacation Rental Marketing, VRMA Community Recently HomeAway has let their customers know that they will be changing the way that leads communicate with companies and owners that list their properties on HomeAway.
As one of the
Author Posted on Categories Search Engine Optimization 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.
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 VRBO.com 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:
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.
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.
Author Posted on Categories Search Engine Optimization “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.”
Author Posted on Categories Search Engine Optimization 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.
Author Posted on Categories Search Engine Optimization 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:
Author Posted on Categories Search Engine Optimization 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.
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.
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.
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.
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.
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.
Author Posted on Categories Analytics, Email Marketing, Pay Per Click, Search Engine Optimization, Social Media, Vacation Rental Marketing 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.
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