The keywords guests are using when searching for a vacation home vary by market and region. Knowing which keywords will drive the most traffic can mean the difference between your home being listed, or lost in the shuffle.

Why does this matter?

In certain regions, listing your home as a “vacation rental” may cause it to appear less frequently in organic search results, which account for almost 95 percent of clicks. This decreases your home’s online visibility, and means you could be missing out on potential bookings and revenue.

Here are some examples of regions where “vacation rental” isn’t the most popular search term:Big Bear Search Yosemite Search Fredericksburg Search

Using this data, our SEO team concluded they could drive more traffic to certain regional pages on by adjusting the metadata to include keywords that have a higher search volume.

What is metadata?

Metadata for search is comprised of tags that are woven into the code of a webpage. Search engines look for these when generating search results based on a user’s query.

The optimization done by the SEO team was centered around the three main elements of metadata:

  • H1: the visible headline at the top of a page
  • Title tag: the text that appears at the top of a browser and as a clickable headline in search results
  • Meta description: the short blurb that appears under the title tag in search results



What happened when we changed our metadata?

Within one week, we saw noticeable increases in organic search traffic.big bear yosemite fredericskburg“Optimizing the metadata of our webpages ensures that as much traffic as possible is being driven to our site,” said Matt Smith, Senior SEO Specialist.

We’re constantly looking for opportunities to put in front of more potential guests. That means our owners see more bookings–and more revenue.

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Author: Katie Dobbs

Katie is the Marketing Analyst Intern at Vacasa in Portland, Oregon. She specializes in using data to write informative content for homeowners. Outside of work, Katie is an expert dog-petter who loves adventuring, cooking, record store hopping, and pugs.