Having your own website is a great way to become less dependent on booking platforms like Booking.com or Airbnb. However, simply having a website isn’t enough—it also needs to be easily found by potential guests.

With Search Engine Optimization (SEO) you can improve your website’s ranking in search results, making it easier for potential guests to find your accommodation directly through search engines like Google. Unlike paid search advertising (SEA), SEO doesn’t require ongoing ad spend.

The Right Keywords: What Are Your Guests Searching For?

SEO starts with the right keywords. An important question to ask is: How would potential guests search for an accommodation like yours?

Common search queries include:

• Rent a vacation rental in [Location]
• Affordable accommodation in [Location]
• Vacation rental with mountain view in [Location]
• [Location] pet-friendly vacation rental

Free tools like Ubersuggest, Google Keyword Planner or AnswerThePublic help identify the right keywords.

Optimize Your Website For Google

Title & Meta description

Your site title and meta description are the first elements guests see in Google search results. They should include the main keyword and encourage clicks.

Example:
Title: Vacation Rental in Salzburg – Quiet, Central & Modern
Meta description: Cozy vacation rental in Salzburg from €75/night. Quiet location, modern amenities & perfect for families. Book directly now!

The meta description should ideally be under 160 characters to ensure it is fully displayed in search results.

Structuring headings correctly (H1, H2, H3)

Google favors well-structured pages. Headings not only improve rankings but also make content more user-friendly for guests.

A good structure might look like this:

• H1: Vacation Rental in Salzburg – Book Direct Now
• H2: Why Rent a Vacation Home in Salzburg?
• H2: Amenities & Rates
• H2: Guest reviews

Local SEO: How to Get Found in Your Area

Many guests search specifically for accommodations in a particular city or region. That's why Google My Business is a key factor in improving your visibility.

Important steps for Google My Business:

• Set up a free profile
• Add your address, phone number and website
• Upload high quality pictures of your rental
• Proactively ask your guests to leave a review

If your rental is in a touristy area, consider using keywords like "Vacation rental near [landmark]" to increase your chances of being found.

Optimize Pictures & Loading Times

Google favors fast websites – and guests are more likely to abandon a booking if a page takes too long to load.

How to make your website faster:

• Save your pictures in JPEG or WebP format and compress them (ideally under 500 KB).
• Test your website for mobile-friendliness to ensure smooth performance. 
• Use a caching plugin like WP Rocket to improve loading times.

Add alt text to images so Google can better understand and index your content.

Regularly Update Your Content: Blog & Guest Tips

Google prefers websites with fresh, updated content. A blog is a great way to consistently publish new information and improve your ranking.

Blog & SEO Topic Ideas:

• Best restaurants in [Location]
• Hiking trails & excursions in [Region]
• How much does a vacation rental in [Location] cost?
• Tips for the perfect vacation with a dog

Additionally, make sure to include links to your booking page within your blog posts. This not only helps with SEO but also increases the chances of securing more direct bookings.

Conclusion: SEO can Help You Get More Direct Bookings

A well-planned SEO strategy ensures that your vacation rental is found directly through Google. While you’ll be competing with major platforms and hotels that invest heavily in Google Ads and SEO, smaller accommodations can still increase their visibility with the right approach. The key is to reach potential guests exactly when they are searching for a place to stay.

Key Takeaways:

• Optimize your website with the right keywords and clear content structure
• Maintain a professional Google My Business profile
• Regularly publish new content to engage both Google and potential guests

If you want to reduce dependency on booking platforms in the long run, SEO is an essential tool. Need help getting started? Feel free to book a free consultation here!

FAQ - Frequently Asked Questions About SEO for Vacation Rentals

How long does it take for my website to appear on Google?

SEO is a long-term process. You may start seeing initial improvements within a few weeks or months, but significant results take time.

Do I need an SEO agency, or can I do it myself?

Many basics, such as setting up Google My Business, optimizing text, and writing blog posts, can be done yourself. However, for more advanced SEO strategies, professional support can be beneficial.

Is SEO a one-time effort, or does it need to be done regularly?

SEO is never "done" – Google constantly updates its ranking factors, and websites are reevaluated frequently. Keeping content fresh and optimizing regularly is essential for maintaining visibility.