What is SEO?

SEO, or Search Engine Optimisation, is the practice of elevating your website to the pinnacle of search engine result pages. At the core of every search engine lies a sophisticated algorithm that scrutinizes a website's relevance and ultimately influences its position in search results. Google's search algorithm takes into account more than 200 factors found in website content to determine a website's ranking.

What is OTA Channel SEO?

Similar to Google, Online Travel Agencies (OTAs) like Airbnb, Booking.com, Stayz, and Expedia have their own search engines that showcase the best and most pertinent listings on their initial search pages. With each OTA platform boasting between 3 to 7 million listings, they've each developed their proprietary algorithms for evaluating properties and determining their visibility in search results. These algorithms depend on predefined rules to assess all activities related to a listing, both positive and negative, resulting in an internal score for your property.

Calculating a listing's score is straightforward: each positive action adds +1 point, while each negative action deducts 1 point from the total internal score. The higher the internal score, the more prominent your listing will be in the OTA's search results. These platforms continuously monitor your listing, recording every event that occurs within it. Every action on your listing affects its internal SEO score, either positively or negatively. Actions include clicking and scrolling through your listing, updating your rates, or even periods of inactivity. Google and the OTAs record everything and factor it into your ranking. Internal factors pertain to the appeal of your property to potential guests, while external factors consider user behaviour upon viewing your listing.

External factors (user behaviour) encompass:

  1. Click-Through Rate: Measuring the number of users who click on your listing when it appears alongside similar properties in search results.
  2. Conversion Rate: Comparing the number of users who book your property to those who merely view it and choose to book elsewhere within the same area.
  3. Bounce Rate: Reflecting the number of visitors who briefly view your listing and leave without taking any actions.
  4. Exit Event: Registering how users interact with your page before leaving, such as reading reviews, clicking on photos, adding your property to their wishlist, etc.
  5. Average Booking Time: Calculating how much time, on average, a user spends on your page before making a booking.
  6. Direct Linking: Evaluate the percentage of users who arrive at your listing through external sources like Instagram, emails, messengers, and other websites.

Internal factors that influence your OTA ranking include:

  1. Listing Age: The longer you've listed on an OTA Channel, the more credible you appear to the platform's search algorithm.
  2. Response Rate: Promptly addressing inquiries or enabling instant bookings can significantly boost your visibility.
  3. Listing Head and Description: The algorithm analyzes keywords in your listing's title and description to gauge its relevance to potential guests.
  4. Positive Reviews and Ratings: A high rating with numerous positive reviews leads to a higher ranking position.
  5. Available Amenities: Properties with more amenities rank higher in OTA search results. Consider adding extras like free breakfast, gym access, or guided tours, and provide health and safety resources to enhance your ranking.
  6. Price Per Night: OTAs prioritise owners offering competitive rates and real discounts for extended and off-season stays.
  7. Cancellation Rate: OTAs favour property owners who seldom cancel reservations without a valid reason.
  8. Approval Rate: Instant bookings are appreciated by OTAs, while frequent declines of booking requests can negatively impact your ranking.
  9. Verified Property: Verified properties are often more visible in search results, as OTAs aim to eliminate fraudulent listings and reward verified owners.
  10. Keywords in Photo Descriptions: Although guests may not read photo names, the OTA algorithm is sensitive to keywords used in your listing.
  11. Updated Calendar: Keeping your calendar up to date is vital for any OTA, as it signals that your availability is accurate and reduces the likelihood of cancellations. Integrating your Ical with 'Search and Stay' ensures this process is automated and error-free.

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