SEO can seriously grow your short-term rental inventory

In the last 48 months since the Covid pandemic, the business of short-term rentals has evolved into one of the most dynamic and important in global real estate.

Long-term rental investors and real estate developers have seen the profitability in short-term rentals and hedged against inflation with investment into our sector.

As the number of multi-unit property managers increases, it’s ever more important to have an ultra strong marketing strategy for growing your property inventory.

One of the aspects that has become an essential part of that strategy, and which can greatly transform your short-term rental business is search engine optimisation (SEO).

Property Management SEO

In basic terms, property management SEO is about optimising your property management and book direct website in order to have it rank higher on search engines. With the ultimate goal that both owners looking for a property management solution and guests looking to book accommodation find you.

SEO isn’t a simple fix in your marketing strategy and most short-term rentals businesses either leave it to chance or invest unwisely in a paid campaign believing it’s the solution that will lead growth and convert more sales.

However, for any paid Google or social media campaign to work, you need to work with a professional and you need to be prepared to invest a high proportion of your marketing budget.

And what happens when you decide to stop the paid-for campaign?

Unless you have combined your paid-for SEO with a good organic content strategy, your brand presence stops right there.

An organic view of SEO

 

2022 data from firstpage.com shows that having a SERP #1 ranking generates an average CTR (click through rate of 39.6%). That’s more than double the CTR for 2nd position, 18.4%, and nearly 4x the CTR for 3rd position, 10.1%.

Realistically, most of us aren’t going to achieve #1 position for top-level keywords, such as holiday lettings Marbella or serviced accommodation in Barcelona because the OTAs dominate these keyword searches.

Successful vacation rental and property management SEO concentrates on a much deeper and more niche targeting and it doesn’t leave anything to chance, as there are so many variables to contend with keywords, consistency of publishing new content, page speed and usability of your website, and competition are just a few.

Learn how to use SEO for your property management success

We are delighted to announce that Romain Giacalone will be speaking on the subject of SEO at Scale Rentals and the Short Stay Week.

A specialist in acquisition strategies via SEO, Romain was Head of SEO for a leading e-commerce company, before joining the vacation rental industry. He combines experience as a property manager and consultant for major companies and property managers in the sector.

Romain Giacalone will be joining us on Day One of Scale Rentals – Wednesday 17th September – discussing how to grow your short-rental inventory with SEO.

Day One is specifically for property managers with a portfolio of 25 to 49 units who are looking to scale up their short-term rental business.

He will also be leading the half day Scale Rentals SEO Summit taking place from 09:00-13:00 on Monday 15th September where he will cover the basics of SEO and how to maximise on page SEO for your book direct website and then go deeper on how to gain leads with an SEO strategy.

If you understand the importance of SEO for your short-term rental business but you’re not sure where to start. Or you’ve been attempting to do SEO on your own and it’s not delivering results, check out our interview with Romain and then book your ticket to see him at Scale Rentals and the Short Stay Week – May 15-19th 2023 at the World Trade Centre.

Romain joins an incredible speaker lineup covering topics, from property acquisition and profitability, to owner relationships, environmental impact, and exit strategies.

Jessica Gillingham from Abobe Worldwide on Developing a PR Strategy

Bob Garner ⓥ🌳 from EnviroRental and Nikki Mattei from Villa in the Vineyard on Sustainability

Richard Vaughton from Rentivo on the PMS landscape

Heather Bayer on Owner Acquisition and Retention

Evan Dolgow from Aidaptive on AI

Ezio Albanese on Profit Management

 

Book Now for Scale Barcelona 2024

Day One (14th May 2024): Short-term rental businesses with 20+ units 

Day Two (15th May 2024): Scale Open & The Book Direct Show for hosts and STR operators of all sizes.