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HomeAway Summit SEO
 

HomeAway Summit SEO

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Kate Morris's presentation at the HomeAway Summit 2012

Kate Morris's presentation at the HomeAway Summit 2012

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    HomeAway Summit SEO HomeAway Summit SEO Presentation Transcript

    • Easy and EffectiveSearch Engine OptimizationIncrease Traffic to Your Site
    • WarningThe websites used as examples in this presentation are chosen completelyat random. I am not trying to hurt anyone’s feelings.
    • What is SEO?
    • Answer A:Manipulating site code, content, and linking structures to rank a sitefor a specific keyword or keywords.
    • Answer B:Assisting searchers find the information they seek online byoptimizing website structure and content.
    • A or B?
    • Assisting searchers find the information they seek online byoptimizing website structure and content.
    • DEFINE YOUR GOALS
    • Bad Goals
    • Rank #1 for vacation homesHomeaway has this in thebag. You’ve got better fish tofry. This is unpersonalized search. Set to national results. All national results.
    • With personalized search it adds in locations and local results, but still verynational as Google doesn’t know where the user wants a vacation home.
    • Rank #1 for business name You’ve already done this if you have a unique name and website.
    • Rank #1 for [location] hotel
    • Rank #1 for [location] hotel
    • Good Goals
    • Increasebookingsby 20%
    • Increasebookingsby 20%
    • Sell out Summer 2012
    • Increase Profit! Helps to have numbers though. Goals are better with numbers.
    • AssetRound Up
    • HomeAway Property Page
    • HomeAway Profile Page Link to YOUR site
    • Website
    • Tips for a More Successful Website
    • 1. Hire a GREAT PhotographerAll Homes in the “lower” range.
    • Alt Text: Key West Vacation Home Exterior
    • SEO Tip: Alt Tags Describe this image! • Blind Users • Search Engines • Image Search
    • Other Use: PinterestPinterest drives traffic notsales. It’s the images that make people want to go there!
    • Other Use: PinterestThe person pinned this pagerather than the location pagebecause there is no data onthe location page.
    • 2. Great Customer Service1. Be exceptional.2. Answer questions, address issues.3. Don’t get mad!.
    • How does this help SEO?Reviews influence how your company and brand is perceived. The better you are, the more people talk about, share, and link to you.
    • Stats on Reviews On average, a restaurant with more than 20 reviews and a 4 star rating on Yelp has three times more page view traffic than a restaurant with more than 20 reviews and a 5 star rating. Properties with just 3 reviews receive on average 23% more enquiries than those with no reviews. 95% of travelers said that reviews would be extremely helpful in selecting a vacation rental home
    • VacationRentalOwner“What do I do when someone just emails me a review?”AnyDay 12:00 AM Psst … Put it on your website!
    • Use the copy on the location page!• Testimonials page isn’t great for multi-property sites.• Adding testimonials to the property page adds new content to the page. (More on this later)
    • 3. Add Tracking Tools
    • Google Analytics Good Guide: http://goo.gl/XGryG
    • Google Webmaster Tools
    • Bing Webmaster Center
    • 4. Write Different Content1. One Description of the home for your site.2. One Description for each vacation home rental site (VRBO, Homeaway, TripAdvisor)TIP: Get a friend, familymember, or past customer todescribe it for you. The idea is to ensure that people searching for your property gets to your property no matter how they get there. The copy can be similar, not the same.
    • The Number of Keywords on a Page Doesn’t Matter
    • 5. Leave the Ads Alone
    • Google is going after sites with too many ads.
    • 6. Focus on Your Call to Action
    • Track those Calls to Action 1. Have a thank you page for each action and know the URL. a) Contact Us b) Completed Reservation 2. Use that URL as a goal in Google Analytics. a) http://goo.gl/nc89Z
    • 7. Keep Them coming back
    • Be the Expert – Blog!
    • Place Resources on Your Site 1. Rules for Stay 2. Instructions on Arrival 3. Instruction on Departure 4. Internet Access Details 5. Where to Shop, Eat, Visit 6. How to Review You after their Stay Give them the information they need to make their stay the best ever!
    • Make Friends and Market! You: Vacation Rental in South Carolina Next to You: Vacation Rental in Texas • Would your clients like to go to Texas? • How about theirs? Is their next vacation in South Carolina? • What if you worked together?
    • 8. Link Building
    • Directories are a waste of time.If it’s easy and fast, it’s almost worthless.
    • Use Relationships for Links You: Vacation Rental in South Carolina Next to You: Vacation Rental in Texas • Would your clients like to go to Texas? • How about theirs? Is their next vacation in South Carolina? • What if you worked together? How do reviews help SEO? Reviews influence how your company and brand is perceived. The better you are, the more people talk about, share, and link to you.
    • Best Links• Guest Posts • Area Blogs • Travel Sites • Other Home Sites• Charity/Donation (don’t do it for the link)• News Stories (get to know your local journalists!) Use who you know, what you know, and get people talking about you!
    • 9. Google Places 1. Claim your business www.google.com/places/ 2. Fill in all information • Name - Give it a name, not “Location Vacation Home” – Stand Out • Address of Business • Phone number • Website Address (can use Homeaway or VRBO listing if you want) • Pictures and Video! 3. Get clients to review you! It’s easy but it HAS to be done by YOU. Google verifies your business, and it’s best if you do it and control it.
    • June 18-19, 2012 Advanced actionable SEO training from industry leaders HomeAway Discount: HMAWAYVIPSLSANFRAN12 $150 Off Conference TicketThank You!Questions? @katemorris