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Best Practices in SEO and Content Creation for Attracting More Direct Bookings
A review on a webinar hosted by Zeevou Academy on “Property Management SEO & Content Creation in 2021”. Knowing SEO strategies and recent content creation approaches is a must for property owners, especially those running their personal direct booking websites. To stay on top of operating vacation rentals, landlords should always look for the industry’s current trends and follow them correctly. Addressing that, Zeevou Academy hosted a webinar during which a panel of professionals shared their knowledge and experiences around best practices in SEO and content creation to get more direct bookings. Here is a review article that highlights some significant points of the webinar.

Search Engine Optimization (SEO) is one of the most important steps toward boosting Direct Bookings. Either in writing a description for a rental property or developing a blog post for a booking platform, knowing the strategies and tools to optimise the content is crucial to get more views and climb to the top google search results.

Zeevou Academy hosted a webinar presenting a panel of professionals to share best SEO and content creation practices that can help short-term rentals get more direct bookings. In the webinar, the panellists addressed the most recent SEO trends and generously shared their experiences concerning content creation approaches. The webinar proudly presented Neely Khan from Neely There, Damian Sheridan from The Book Direct Network, and Mark Simpson from Boostly Academy.

This review article aims to look at some of our panellists’ practical solutions for vacation rental businesses concerning values that SEO brings to a booking website and approaches to content creation that enhances direct booking.

What Is SEO?

Search Engine Optimisation (SEO) is the practice of generating quantity and quality traffic towards business websites. SEO may be a good strategy for attracting more business to a website as its primary goal, but it is also about maintaining the interest of your audience to stay on your website for a longer time. To have SEO-friendly content, it is necessary to stay up-to-date in choosing popular and trendy topics and use creativity to make the content stays evergreen and useful for a more extended time.

The SEO-driven values for a direct booking platform are beyond doubt. The topic might seem overwhelmingly technical but becoming proficient in SEO helps your booking website stand out, and transform into a direct booking engine. Relying on other businesses or channels to bring traffic to your website is not always enough.  What brings a high ranking, and more google visibility is a solid SEO foundation for sure.

If You Are New to SEO

Specialising and even touching each aspect of SEO needs time and practice, but there are some basics that every beginner could simply follow as SEO skills. Some of these fundamentals are listed below.

  • Proper keyword research: It is a must to know what researchers and prospective clients are looking for.
  • Using SEO tools: Some tools are used to find keywords and monitor the SEO generation on pages. WordPress, YOUST, and Autocomplete are examples of tools of this kind.
  • Keeping the process simple: Using google tools and even a simple google search could be a good starting point.

Contents That Bring Direct Booking

When you are thinking about content creation, the most critical factor to start with is finding the target audience and ideal guests. Make sure you don’t appeal to everybody because you appeal to nobody. Addressing that, writing for the right audience leads to more clicks and traffic for the direct booking website. Besides, writing a sticky and appealing piece of content needs some techniques and strategies, and below is a guide to start with:

  • Put considerable time into research finding how to structure and plan the content properly.
  • Keep simplicity in writing the content.
  • Don’t write for algorithms; write for people.
  • Be aware of the writing’s technicality, but also consider the target audience.
  • Write in the way the clients talk and not necessarily in your own voice.
  • Write about customer’s questions and their pain points.
  • Keep the balance between technical and creative/personal writing.
  • Choose correct words and understand which word performs better on the booking website.
  • Write short paragraphs with 2 or 3 sentences, and keep variety in sentences length.
  • Use nice headers that contain the synonyms of the keyword.
  • Try to use multiple heading tags (H1, H2, H3) for the blogpost’s better structure.
  • Use relevant images within the text.
  • Use the mix of bullet points and stories.
  • Make sure that all the contents of the website are in the same line.
  • Don’t forget to review and analyse the content at the end.

Backlinks

Another suggested strategy that delivers more traffic and more bookings to a website is building backlinks. Referring to others’ blog posts within a content gets the blogpost owners aware of that content. Also, they may retweet the blogpost to their audiences, which means catching more clicks and building valuable relationships with other counterparts in the industry.

Local SEO

Implementing local SEO is one of the best methods to optimise a website’s appearance in local search results. For example, writing about the top 10 restaurants in a specific area is not only an interesting topic for local travellers but also an excellent opportunity to establish strong relationships with local providers.

White Hat vs. Black Hat

Besides all the benefits of using keywords and hyperlinks, property owners must be careful not to cheat the system by spoiling the keyword and building link farms to get fake views (Black Hat). Otherwise, the benefits won’t stay for long, even if they generate good results at the beginning. The keywords must perfectly match the writing, and unnecessary link buildings should be avoided to have high-quality content, which leads to gaining organic traffic for an extended time (White Hat),

Evaluation Comes Next

Apart from applying all the right strategies and efforts to the work, it would be a waste of time if the performance is not evaluated. Measuring the traffic and specifying which site has brought the business will give a vivid picture and address what strategies were beneficial and which parts of the work don’t worth much investment.

Using analytical tools is a must for every property manager and vacation rental owner to evaluate their direct-booking websites. Google Analytics and Google Search Console are two famous and practical tools that are available for free. Both software are used to assess different aspects of managing a website, but each does some specific actions mentioned below.

Google Analytics vs Google Search Console- Zeevou academy

Concluding Remarks

To summarise, knowing how to implement SEO strategies and using the right keywords is crucial for attracting more bookings. However, any landlord or copywriter must not miss the importance of producing creative content concerning the audience and their interests. So, it is necessary to consider both technicality and creativity while making a piece of writing. And last but not least, getting organic traffic needs regular analysing the content and measuring the website performance. Meeting all tips mentioned before requires time and effort, but the result is hugely rewarding.

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