In this day and age, it’s hard to avoid the phrase “search engine optimization,” also known as SEO. You’ve probably heard this buzzword thrown out left and right. Yet, there’s another level to it you need to be aware of as a short-term rental host. That is local SEO. By the end of this guide, you’ll have a firm understanding of what exactly local SEO is and how you can utilize it to your advantage.
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What is SEO?
If you need a refresher, SEO is a marketing strategy that utilizes keywords to enhance a website’s performance. Basically, websites put content on their site using specific words or phrases that people search for. The goal is that optimized content will rank higher on the search platform (Google, Bing, etc.) and lead people to click on their website.
There seems to be a lot of competition
It’s true. There are seemingly endless websites competing for your guests’ attention. Especially as a host starting out, it can be extremely difficult to compete with larger operations with big followings. Ranking for a phrase like “Cabin in Colorado” will be next to impossible when you begin your journey. That’s where local SEO comes into play.
What is local SEO?
Focusing on your local SEO is how you start gaining traction. You want to focus on keywords and keyphrases that are highly specific to your area. Let’s say you run a cabin in Woodland Park, Colorado. You’d want to try highly specific keywords like “2-bedroom cabin in Woodland Park, Colorado” or “Rustic cabin near Colorado Springs.” When structuring your content, always keep in mind how you and others search for something online.
Additionally, you can use local SEO on other parts of your website besides the booking process. For example, you can add a blog to your website. In this blog, you can highlight local businesses with posts like “5 Best Coffee Shops in Woodland Park” or “10 Things to Do with Kids Near Colorado Springs.” These types of keywords can capture folks who are already planning a trip to the area and lead them to your direct booking website.
Common local SEO mistakes to avoid
In local SEO, it can be extremely tempting to start what is called “keyword stuffing.” This is where you’re just throwing phrases and words onto your website that Google has deemed as “good” keywords. Ultimately, what you write needs to add value to the reader. Google is smart enough at this point to know when you’re keyword stuffing. Try to find ways to naturally incorporate the keyword that genuinely adds value to your reader.
Additionally, never copy and paste descriptions. Even if you’re writing a description for your favorite local Mexican restaurant, you need to write original copy. Otherwise, you may be punished for what the algorithm considers plagiarism.
Thirdly, you want to add images to your website. First, be sure you have the rights to use the image. Then, always include alt text. Alt text describes what is in the image. When possible, include the keyword, as the algorithm likes this as well.
Lastly, keep your information as up to date as possible. Outdated information alongside overly broad keywords won’t be rewarded by the algorithm.
Can you track your local SEO?
Yes! Instead of guessing what’s working, you can use free tools to see how people are finding your website and which pages are gaining the most traffic.
A great place to start is Google Search Console. This free tool shows you which search terms people are using to discover your website, how often your pages appear in Google Search, and which pages receive the most clicks. If you notice that a blog post about “Things to Do in Woodland Park” is bringing in visitors, that’s a sign to create similar local content.
Another helpful tool is Google Analytics. It allows you to see where your website traffic comes from, how long visitors stay on your site, and which pages lead people to book their stay. Over time, you can identify which pieces of content are driving the most direct bookings and continue building on those successes.
Keep in mind that local SEO is a long-term strategy. You won’t see results overnight. Rather, search engines need time to crawl your website, understand your content, and determine where it belongs in search results. Six months of consistently publishing helpful, locally focused content and keeping your website up to date will be the earliest you start seeing results. However, it could take more than a year.
Things to think about
Building your local seo strategy won’t produce overnight results. It’s the long game. However, it’s a long game worth playing. Every time you publish a new blog post, optimize a page, and add a local keyword, you are contributing to improving your online presence.
Lastly, we don’t want this to sound overwhelming with all the other things you have on your plate. To free up your time to focus on big-picture strategy like local SEO, start integrating your home with Host Tools. Our platform offers everything from automating guest communication to managing your cleaners. Ultimately, we free up to 80% of your time from managing the day-to-day tasks so you can focus on elevating your business.
Host Tools provides an automated, unified calendar for short-term rental hosts, allowing you to seamlessly list on all major channels. Start your free trial today!
