Having your own vacation rental website means you can start to show up on search engines like Google. Combined with an effective SEO strategy, you can start to drive relevant traffic to your website, and increase direct bookings.
If just hearing “SEO” makes your eyes roll into the back of your head, don’t worry. In this guide, we’re going over 5 simple steps to getting started with vacation rental SEO.
First, a Website
Before we get into creating your SEO strategy, it’s important to note that you’ll need your own website.
This guide isn’t about Airbnb SEO (an important but separate topic), but rather how to optimize and market your own vacation rental website on search engines like Google, DuckDuckGo, Bing, and others.
If you haven’t already, you’ll need to create a website for your vacation rental in order to engage in any kind of significant SEO efforts.
Learn more about having your own vacation rental website.
A Quick Overview of SEO
Let’s take a step back and look at SEO in more general terms.
Put simply, SEO or ‘Search Engine Optimization’ is how you go about ‘optimizing’ your website to rank higher and get more clicks in search engine results.
To understand how to improve your search ranking, it’s a good idea to understand the goals of search engines.
Search engines like Google have one primary goal: to identify and display the web pages that are most relevant to their users’ search queries.
There are lots of ways they try to do this, but two fundamental pieces to their algorithm puzzle are keywords (do the words on your page match the keywords the user searched for) and backlinks (the number, quality, and relevance of websites that link to your website and specific pages).
So it follows that by creating web pages that are the most relevant to specific keywords (or at least perceived by Google to be the most relevant), you’ll show up higher in Google search results.
This is the goal of a good SEO strategy.
Now lets’ get into the 5 steps. There’s a lot more to SEO than these 5 steps, of course. But following these steps will put you well on your way to getting relevant website traffic from Google and other search engines.
Step 1: Set Up Google Analytics & Search Console
Without these in place, you have little to no way of measuring or improving your SEO strategy.
If you prefer not to use Google Analytics, there are alternatives.
But we 100% recommend using Google Search Console if you’re planning to do any kind of SEO.
Once you have some content and you’re getting impressions and clicks on Google, Search Console is probably the single best (certainly the most accurate) keyword research tool you’ll have.
You can see exactly what keywords you rank for in Google, as well as how many impressions and clicks you’re getting.
The data from Google Analytics and Search Console can inform your SEO strategy in all kinds of ways.
Step 2: Do Keyword Research
In terms of SEO, keywords are the words and phrases entered into search engines. An example is “vacation rentals in san diego.”
If you don’t explicitly include the right keywords on your website, Google has no real way of knowing what your website it about, so it won’t be included in relevant search results.
Let’s talk about how to find the right keywords for your website.
Basic Keywords to Include
First, here are a few general keywords to make sure you include explicitly in many places on your website, especially on your homepage.
Your location. Include the name of your city, state, province, and/or region, as well as relevant neighboring areas.
Any nearby attractions. Mention any National Parks, theme parks, mountains, forests, lakes, or any other popular natural or commercial destinations in your area.
Your property type and amenities. Your guests might be searching for a specific type of rental, such as a cabin, house, A-frame, beach house, apartment, loft, etc. They might also use keywords like pet friendly, pool, hot tub, or other popular amenities.
Vacation rental keywords. Make sure to include general keywords like vacation, vacation rental, rental home, trip, rent, book, etc.
Use a Keyword Research Tool
Using a keyword research tool is one of the best ways to find keywords.
There are many of these tools out there, and while none of them will give you a truly accurate view, a good keyword research tool will point you in the right direction.
Based on our experience, if a keyword is registering at all, then chances are it has much higher traffic than what the tool is saying.
For example, keywords that show up in Ahref’s Keyword Generator as 0-10 tend to have much higher monthly search volume than that.
You can also use a tool like Ubersuggest to analyze your competition and see what keywords they’re ranking for.
Target Long-Tail Keywords
In general, you’ll have the most success with long-tail keywords. These are keywords which are usually longer and more specific, and therefore less competitive and easier to get ranked.
An example would be “pet friendly vacation rentals in san diego,” rather than just “vacation rentals in san diego.”
There’s less search volume for long-tail keywords, but also fewer websites with relevant content. That means you have a better chance of competing against fewer relevant posts, and showing up in the results.
For example, you’d generally have a better chance of ranking a post like ‘10 Things to Do in San Diego Without Spending Money’ than for just ‘10 Things to Do in San Diego.’
It’s a good idea to make a list or spreadsheet of all the keywords you want to target. You might make a column for the keyword, the keyword difficulty, and the monthly search volume, so you have a clearer picture.
Step 3: Create Content
Once you’ve identified and made a list of keywords you want to try to rank for, the next step is creating content.
Depending on the keyword, this might be best created as a marketing or landing page, or as a blog post.
How to Know What to Write
When you sit down to write content for your website, take some time to think about what someone who searched for that keyword is hoping and expecting to find.
One of the best ways to do this is with a Google search. You can get great ideas and direction for your content by doing a Google search for each keyword. Doing this will give you a clear idea of what already exists, and specifically what Google thinks people want to see.
Use these already ranked pages to inform what direction to take your content, including an appropriate word count.
As you review the pages currently ranked on page 1 of Google, ask questions like:
- What does this page/article do well?
- How could I improve this?
- What’s missing from these results?
Keep in mind there’s a reason Google picked these pages.
So while you want to contribute something new, it’s a good idea to stay in line with certain aspects of the page 1 results, like content length and usually the general direction.
Make sure to include the keyword a few times throughout as well.
Writing Good Content
When writing content for your website, try to write be clear, concise, and avoid really long sentences and paragraphs.
Your goal is to be the most relevant results for any given keywords. The better your content, the more likely people will appreciate and trust you, and decide to book or join your email list. Writing good content is no easy task, but it’s best not to overthink it either.
Remember that you can always update your content in the future, and go ahead and push that “Publish” button.
Pick a Good Headline
Aside from good content itself, you’ll want a good headline that stands out among the others next to it.
Look at the headlines of the pages currently ranking and see if you can write a headline that will stand out. Is there an angle you can take that sets you apart? Adding some kind of number can often help, or the year if it’s relevant.
A backlink is simply a link from one website to another website. A link to your website from another website represents a “vote of confidence,” so to speak, which signals to search engines that your website is worth showing in their results.
Google assumes that the more websites that link to your website, the more credible and relevant your content is. So your goal is to increase the number and quality of websites that link back to your content.
Not all backlinks are created equal, so it’s important to understand the difference between follow and nofollow links, and recognize that a website with a higher domain authority and relevance to your site is more valuable.
Here are a few ideas on how to get more backlinks.
Look at your competition. You can type in your competitor’s websites into this Backlink Checker from Ahrefs, and see exactly what backlinks they have. Looking at your competition can be a great way to inform all aspects of your SEO strategy, including keywords, content, and backlinks.
Link to your website on social media. This is an easy one, and one that doesn’t carry much weight. But it’s still a good idea to create a Facebook page, Instagram, Twitter, and Pinterest accounts that have a link to your website.
Write guest blog posts. One common way to get links to your site is to offer to write guest blog posts. You can reach out to travel bloggers, local businesses, magazines, or news outlets, and other websites that might be interested in linking to your website. Offer to write a guest post for them, and ask to include a link to your site in your author bio and in the article text.
Use Quora. Quora is a platform where people can ask and answer questions. Check to see if there are questions being asked about your area that you can answer. While these links are “nofollow” and don’t carry as much weight, they can drive targeted traffic if you answer the question well and have a link to your page with more information. Quora can also be a good place to go for keyword research, since you can see what questions people are asking.
Participate in forums and comment on blogs. Find forums, subreddits, or blog posts where you can make comments and post a link to your website or blog post. Make sure you read any forum participation rules to make sure submitting links is allowed. Many forum moderators are extremely wary (for good reason) of spamming for backlinks, so it’s a good idea to only use this strategy if you actively participate in the forum.
Network with local businesses. Is there a wedding venue or other local businesses that need to offer places to stay? Contact them and see if they will put a link to your website on theirs. Links like these are invaluable, since they not only give you backlinks, which improves how search engines view your site, but they can also result in very targeted traffic to your site.
Don’t forget internal links. Different from backlinks, internal links are links from one page of your website to another page. The same principle applies in that the more you link to a page, the more Google assumes it is relevant content. As much as possible, any time you are covering a topic, include links to other related pages and posts.
Step 5: Be Patient
This might seem like a cop-out step, but it’s important to keep in mind.
SEO is hardly ever an overnight success, and as with most good things, it takes time before you’ll see the full results.
There are exceptions, and you may find there are certain keywords you can begin ranking for immediately. But in general, it pays to have a long-term perspective with SEO.
With SEO, you are usually doing work now that will pay off in the next 6 months to a year, and sometimes even longer.
The flip side of this is that SEO results are fairly consistent over time. Barring major Google algorithm updates (which do happen but in most cases aren’t as bad as they sound, especially if you aren’t doing any shady SEO tactics), your rankings usually won’t drop that quickly.
Once you’re ranking on Google, you’ll be getting consistent (free) traffic without much effort at all.
Getting Started with Vacation Rental SEO
We hope this has helped you get a better understanding of SEO, and how you can use it for your vacation rental business.
Here’s a recap of the 5 steps we covered to getting started with SEO for your vacation rental website.
- Setup Google Analytics and Search Console – Track where your visitors are coming from (what search engine and keywords), and how they’re using your site (what pages they visit and how long).
- Do keyword research – Use a keyword research tool to find keywords to target. Once you have some traffic, use Google Search Console to identify even more keyword opportunities.
- Create content – Look at what’s already ranking, and see how you can improve upon the existing content. Check out these other content marketing ideas for vacation rentals.
- Get backlinks – There are lots of ways to get backlinks, but you can start by looking at your competition’s links, and by forming genuine, mutually beneficial connections with other local websites.
- Be patient – Remember to have a long-term perspective with SEO. If you’re doing good keyword research and following best practices, your consistent efforts will pay off over time.
And if you haven’t created a website yet, read our post about how to create a vacation rental website.