LiveRez SEO/SEM Manager Learns about the Future of Google Search at MozCon 2015

Sam Martin MozCon 2015LiveRez SEO/SEM Manager Sam Martin recently attended MozCon 2015 – one of the largest search engine optimization (SEO) and marketing conferences in the United States.

Moz founder Rand Fiskin is one of the world's foremost experts on SEO.

Moz founder Rand Fiskin is one of the world’s foremost experts on SEO.

While Sam brought back a ton of powerful new information, the highlight of the conference for him was the keynote presentation from Moz founder Rand Fiskin, famous industry wide for not only his powerful SEO software and uber popular White Board Friday videos, but also for his trademark mustache.

In many ways, Rand’s presentation (check it out here) was about the future of Google’s search algorithm. Although Google rarely comes out and says how it’s going to change its algorithm, Rand has done a great job in the past of anticipating and preparing for changes, thus catapulting him to one of the United States’ foremost experts on search engine optimization.

This year, Rand focused on how Google will likely move toward measuring not only the content and structure of your website, but how your website serves your visitors.

He said that in the past Google has looked mostly at the inputs – the content on your site, the structure of your site and the profile of links coming into your site. But, over the years people have tried to game this system, making it necessary for Google to continuously update its algorithm.

The whole purpose of Google search is to provide searchers with the best answer in the least amount of time. In the past, the best way to do this was to measure the site’s authority based on its back link profile and determine relevance to the query based on things like on-site content and the relevancy of linking websites.

An Emerging Algorithm Change? 

But, Rand thinks things are changing (or will change). He anticipates that Google will begin measuring the outputs of the website, if it hasn’t started already. So, what are these outputs? For Rand, outputs are metrics measuring how well your website serves its visitors. Every day Google tracks the performance of your website, measuring things like bounce rate, time on site, pages per visit, etc. It also measures the click-through rate of search engine results and whether or not searchers are returning to the search results to find a better answer or if they’re going back and modifying their searches. Rand expects Google to start using a process called machine learning to detect patterns in searcher behavior and better understand how all this affects a searcher’s satisfaction with the results it returns.

The theory behind all this is that Google will use this information to determine if your website is helping searchers solve their problem. If it is, expect Google to rank your website higher. If it’s not, then expect Google to rank your website lower. Generally speaking, for vacation rental managers ranking higher in Google search results means more free organic traffic and more bookings.

How to Prepare

Are-You-Ready1

So how do you prepare for this?

Well, the good news is that the steps you would need to take to prepare for this are right in line with what you should already be doing (and what LiveRez does actively every day). Simply put, you want to make sure you are giving guests the best experience possible when they come to your website. Here are a few things to consider:

  • Are travelers finding what they need when they come to your website?
  • Do you make it easy for travelers to accomplish their task (i.e. make a booking) when they hit your site?
  • Is the content on your website relevant to what potential guests are searching for?

So, what specifically do you need to worry about? Here are a few tips from Sam (via Rand).

  • Your content doesn’t just need to be good. It needs to be 10x better than what your competitors offer. The quality of your content is measured in engagement:
  • Your content needs to answer questions and solve problems (better than other pages can)
    • Is the information easy to consume?
    • Is it relevant to their needs?
    • Does it use related keywords?
    • Is the information unique or at least better than on other websites?
    • Does it help searchers fulfill their end goal? They may search for “vacation rentals in Tybee Island, GA,” but what they probably want to do is find and book a vacation rental on Tybee Island that meets all of their needs.
  • Make sure your meta titles and descriptions – the snippets Google displays for search results – are amazing. It will help you achieve higher than average click through rates (and help increase your ranking for search terms).
    • Does the meta title summarize the page?
    • Can they trust the URL?
    • Does the meta description get them interested enough to click?
  • While Google says that it doesn’t use social signals in its algorithm, pages that get more shares and social engagement generally perform better.
    • Make your content shareable on social media channels. More shares means more clicks, more traffic and more conversions (more bookings).
    • Google sees influxes in traffic, especially traffic that engages well with the page
    • If the content is good enough for people to share, that’s a sign that the content is engaging

Conclusion: Optimize for Two Algorithms 

In the end, Rand says that marketers need to optimize for two algorithms: one based on inputs (makes Google happy) and one based on outputs (makes searchers happy…which makes Google happy, too). So, don’t just build pages for search engines or just build pages for people. You need to build pages for both.

Questions for Sam 

Have more questions about LiveRez SEO/SEM manager learned at MozCon? Shoot Sam an email at SEO@LiveRez.com.

Learn More About LiveRez
LiveRez is the most widely used software platform for professional vacation rental managers. The company’s cloud-based, end-to-end platform offers fully integrated solutions for reservation and property management, websites with online bookings, trust accounting, CRM, housekeeping and maintenance, reporting, reviews and more. LiveRez is a proud Gold Sponsor of the Vacation Rental Manager’s Association (VRMA).

Visit LiveRez.com to learn more:

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Why Vacation Rental Managers Need a Mobile Website Before April 21

Mobile Websites for Vacation Rental Managers - Infographic

Click on the image above to learn how our mobile websites have helped our vacation rental manager partners.

They’re calling it the mobile apocalypse.

In February, Google, the world’s top search engine and No. 1 trafficked site, announced a ground-breaking update to their search algorithm that will go into effect April 21, 2015. And, if you don’t have a mobile friendly website, you need to pay attention.

Google’s goal is to provide the best experience to its users. When people do a search for something on their mobile phone, they don’t just need the best results, but the best results displayed and accessible in the most convenient way. And, if you’ve ever tried to access a website that isn’t mobile friendly on your smart phone, you know how frustrating it can be.

So, while the first part of Google’s algorithm uses a variety of signals to reward relevant, quality content, the second part of the algorithm is about the presentation of this content. So, if you have great content but people are having a hard time viewing it and interacting with it, you are underserving the user. And if the goal of Google’s algorithm is to connect people to websites offering the best user experience, it makes sense for them to send people to websites that satisfy both of these goals.

This being said, on April 21 Google will start labeling websites as mobile friendly or mobile unfriendly and using this rating as signal for ranking these websites in mobile search results.

The Jist: If you don’t have a mobile friendly website, don’t expect Google to send many mobile searchers to it.

Check out this short video from LiveRez VP of Sales and Marketing Tyler Hurst to learn more.

So What’s the Big Deal?

Right now you might be asking what the fuss is all about. It’s just mobile traffic.

Well, in the last few years mobile traffic has absolutely exploded, and the experts don’t expect it to slow down any time soon. At LiveRez, over the past few years we’ve seen our property manager partners’ mobile traffic increase from as little as 5% to as high as 35 or 40%, and it goes up every year. We’ve also found that partners that have a mobile website are more than 270% more likely to get a booking when someone accesses their site on a mobile device than if they didn’t have a mobile website.

Mobile websites are no long just something nice to have, they’re now expected by your guests. And, as you can tell by its most recent update, Google now expects it too.

What Can I Do?

Well, the first thing you need to do is determine whether or not your website is mobile-friendly in Google’s eyes. And with their mobile friendly testing tool, Google’s made it extremely simple. All you need to do is enter in your URL and hit analyze. Google will let you know within seconds if your website is mobile friendly or not.

Click here to test you website >

The next step would be to implement a mobile website, if you haven’t already. LiveRez partners will have it easier than other managers. While many of our partners have already adopted mobile websites, we can help those that haven’t very quickly. Just give our professional services team a call at (800) 343-2891 Option 4.

If you’re not using LiveRez, your software or website provider might have a solution. Surprisingly, though, we’ve found that many don’t have a solution in place for their users. In that case, give us a call at (800) 343-2891 Option 1 and we’d be happy to talk with you about the benefits of our all-in-one solution. Our implementation team is the fastest and most thorough in the industry, and we can get you up and running in no time at all.

Learn More About LiveRez
LiveRez is the most widely used software platform for professional vacation rental managers. The company’s cloud-based, end-to-end platform offers fully integrated solutions for reservation and property management, websites with online bookings, trust accounting, CRM, housekeeping and maintenance, reporting, reviews and more. LiveRez is a proud Gold Sponsor of the Vacation Rental Manager’s Association (VRMA).

Visit LiveRez.com to learn more:

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The Danger of Buying and Renting Back Links for SEO Purposes

SEO Danger

Never contract with an SEO company that buys or rents back links. If Google catches you, it could send you to the end of the line.

One of the primary ways that Google ranks your vacation rental website is based on how many links from other websites are pointing back to your website.

When Google first came on the scene, this philosophy helped make their search results more relevant. Google believed the quality and quantity of links pointing back to any website helped determine the legitimacy of that website. Basically, they viewed links as a vote for the quality of your website. The more votes you had, the more legitimate your website was.

The quality and quantity of these links, along with their relevance to the keywords people were searching, helped Google decide how they should rank websites in various search results.

But, as more people began to understand how the Google algorithm operated and realized how important it was to rank high within Google search results, they started practicing link building – that is, finding ways to increase the amount of links that point back to your website.

Done the right way, link building can help your rankings. But, done poorly, link building can now actually hurt your rankings. In the past months and years, Google has released new updates to its algorithm that actually punish certain link building schemes. They view these schemes as methods by which people try to game the system.

The Dangers

But despite these new updates, there are still many third-party SEO services that engage in these now outdated link building schemes. Some will guarantee you a certain amount of back links. Others will outright sell you back links or rent you back links.

Because of this you need to be very careful about who you contract for SEO services. Make sure they are building links the right way, and not simply buying or renting links, or participating in some elaborate link sharing scheme. These practices can sometimes have positive results in the short term, but when Google catches on, it generally severely punishes websites engaging in this type of link building.

As a general rule, you should NEVER buy or rent back links.

If you don’t believe us. Here it is, straight from Google’s Matt Cutts, who heads up the company’s Webspam team:

How to Know if You’ve Been Penalized

A good indication that you’ve been penalized is an immediate and significant drop in your search engine rankings. But, when Google penalizes your site, they generally notify you through a program called Google Webmaster Tools.

If you have Google Webmaster Tools set up, you’ll see a warning like the one below under “Search Traffic” (left-hand column) and then “Manual Actions” (collapsible menu item).

Manual Actions Warning

SEO Done Right

If you’re a LiveRez partner and looking for someone who you can trust to run your SEO and SEM efforts the right way, check out our in-house SEO service. Our SEO team always has your long-term best interests in mind and will never cut corners in their SEO tactics. To learn more about our SEO program, call Juston Clarkston at (208) 639-6121 or email J.Clarkston@LiveRez.com.

Learn More About LiveRez
LiveRez is the fastest growing vacation rental software provider for professional vacation rental managers. The company’s cloud-based, end-to-end platform offers fully integrated solutions for reservation management, trust accounting and online marketing, with high-ranking, high-conversion dynamic websites and an extensive affiliate marketing program. The company is a proud Gold Sponsor of the Vacation Rental Manager’s Association (VRMA).

Visit LiveRez.com to learn more:

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How often should you post to your Social Media Channels?

oversharing social media

Are you guilty of over sharing on your brand’s social media channels? Or do you actually need to post more? It all depends on your results.

It’s one of the biggest questions vacation rental managers have about social media. “How often do I post?”

The disappointing answer to that question is that it depends. It depends on:

  • The social media channel
  • The content of your post
  • The time of day

Let’s discuss each one of these points.

Social Media Chanel – In general, posting to Facebook once a day is recommended. Break this rule if you don’t have anything interesting to post or if it’s a busy news day for you and you have two or more exciting items to share. The same rule follows for Google+, which is probably the most similar network to Facebook. For Twitter, you can post multiple times a day. In fact, if you want to get noticed, posting multiple times a day isn’t a bad strategy. You can automate this process by using free social media management tools like Hootsuite.

Content of Your Post – Try to avoid posting too many sales related items a day. Remember, people don’t come to your social media channels to be sold to; they come to learn about your company.  Be respectful of your fans’ social media feeds. Don’t hog it with content that only benefits you.  On the flip side, if you’re on the ground at an event and have some great exclusive content to share in real time, you may want to post more often that day.

What content performs best on social media? Check out our recent blog on the perfect Facebook post for more information.

The Time of Day – If you’re only posting once a day to Facebook, you want to make that one post as good as possible.  So, it’s a good practice to test which times during the day you get the most engagement with your posts. Facebook’s new “Insights” tool can be especially handy, too, because it now has a section that shows when most of your followers are logged into Facebook.

Final Thoughts

There are so many factors involved in how often you should post. So, really it comes down to your goals. If you start losing followers or your posts start getting less engagement, you’re probably doing something wrong. Always monitor the performance of your social media channels and keep testing what works best. Remember: There are no hard and fast rules, just what works best for you and your business.

Learn More About LiveRez
LiveRez is the fastest growing vacation rental software provider for professional vacation rental managers. The company’s cloud-based, end-to-end platform offers fully integrated solutions for reservation management, trust accounting and online marketing, with high-ranking, high-conversion dynamic websites and an extensive affiliate marketing program. The company is a proud Gold Sponsor of the Vacation Rental Manager’s Association (VRMA).

Visit LiveRez.com to learn more:

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How Gmail’s New Feature Might Hurt Your Marketing Emails

Google recently rolled out a new inbox “tab” feature to its popular email service, Gmail. This new feature intelligently sorts incoming emails into four or ore different tabs: Primary, Social, Updates and Promotions. As a default, when a Gmail user logs in they’ll land on the Primary tab and only see the emails in this tab, unless they click on one of the other tabs.

The problem this creates is that your email marketing messages to Gmail users will likely lose visibility. It’s just another step that your subscribers will have to take to find your message. Also, by putting promotions all in one folder, it makes it much easier to delete them in mass. And not so surprisingly, Gmail is proving very proficient at sorting emails.

Gmail Tabs

How Many People Use Gmail?

In 2012, TechCrunch reported that Gmail had 425 million users. Later in 2012, GigaOM reported that Gmail is the world’s most used email service, just edging out Hotmail. However, in the United States, Gmail is the second-most used email service with a 36.7 percent market share, trailing only Yahoo, with a 40.8 percent market share. With such a big percentage of people worldwide using Gmail, a significant change to this service could have a noticeable impact on your overall email marketing efforts.

Silver Linings

However, there are a few silver linings to this story, as email marketing service AWeber points out in a recent blog. First, your subscribers will simply be able to drag your emails to the “Primary” tab, where they’ll show up from there on out. Second, it allows your subscribers to see marketing messages exactly when they are ready for them. Beforehand, if your message caught the recipient at the wrong time or was perceived to “clog up” their inbox, they might have just deleted it (or worse yet, unsubscribed). Finally, being in a different folder, your message will have less competition – well, it least it won’t be competing against messages from friends and family, or even important work-related emails (which, generally speaking, will likely take precedence over your marketing messages).

What to Watch For

It’s too soon to tell what kind of impact this will have on marketing emails across the board. That’s why it will be particularly important to watch your email marketing statistics in the coming week.

The most obvious assumption is that your email open rates will go down. It’s easy to also assume that this will mean less people click on your links, less people go to your website and less people buy from you. But, that might be a stretch.

The other thing that could happen is that your messages are viewed by subscribers at just the right time (when they’re ready to shop) and this correlates to higher click-through rates and higher conversion (even if your open rate goes down a bit).

Learn More About LiveRez
LiveRez is the fastest growing vacation rental software provider for professional vacation rental managers. The company’s cloud-based, end-to-end platform offers fully integrated solutions for reservation management, trust accounting and online marketing, with high-ranking, high-conversion dynamic websites and an extensive affiliate marketing program. The company is a proud Gold Sponsor of the Vacation Rental Manager’s Association (VRMA).

Visit LiveRez.com to learn more:

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Vacation Rental Cookbook: The Recipe for a Perfect Facebook Post

Facebook Post RecipeFacebook is quickly becoming a huge priority for vacation rental managers. But, many of these managers are still searching for the best way to use Facebook.

Well the good news is that social media and marketing experts are always working to build best practices on Facebook and then going back and tweaking them with every update Mark Zuckerberg’s team is pushing out.

Marketing Guru Neil Patel, co-founder of Crazy Egg and KISSmetrics, recently featured a guest post from social media expert Mike Bal, examining the anatomy of the perfect Facebook post. It’s definitely worth a read. You can click here to view it now.

What I am going to do in this post is attempt to translate Bal’s ideas into some actionable insights for vacation rental managers. I’ll try to break down these concepts into simple rules you can follow. Let’s get started.

More Engagement = More Visibility

Did you know that Facebook has its own algorithm? Just like how Google has an algorithm to determine where your website appears in search results, Facebook now has an algorithm that determines what order it displays Facebook posts (it’s called EdgeRank).

According to social media experts, this algorithm is based on engagement. The more shares, comments and likes your post gets (in that order) will determine how much visibility it has amongst your fans. It also appears that the algorithm is personalized to each user’s habits, too. If they interact with you often, your post will likely appear higher.

Engagement also helps you reach non-fans. When you like something or comment on something, your friends can see it if they are online, and if you share something it posts it to your stream (which has even more staying power).

So, the goal of your Facebook posts should be to increase the level of engagement among your fans. But, how do you do that? Well, that’s exactly what we are going to cover in the next sections.

Pictures Are More Engaging than Link Previews

What Bal found in his post was that pictures are the most engaging types of posts on Facebook – more engaging than text-only posts, link shares and videos.  He suggests using photos in just about all of your posts. You can still include a link (as we suggest in the next section), but make sure you use a picture.

One reason why pictures are so effective is because they are more visual in nature and they take up way more real estate in a user’s Facebook stream.

Photos are also a huge concern in the vacation rental industry. When travelers take a vacation, they want it to be magical. They like dreaming about the experience, and photos help jump start that process.

But, you can’t just use any photo. It needs to be one that grabs their attention (and also one that relates to the text of your post, and the link).

Add a Link

On Facebook, links enable your calls to action. They are the vehicle that takes your fans from Facebook to wherever you are directing them online. If you don’t have a link, your fans have no way to take action (and you want them to take action). Sure, phone numbers are okay for certain situations, but links are more convenient for your fans.

Even if you’re not using a picture and just sharing a link, it’s best to have the actual link right next to the text (even if it’s also in the link preview). You can try link shortening services like Bitly if the URL is too long.  If you’re using a picture post, then it’s absolutely necessary to have the link next to the text, since the photo will override the link preview.

Don’t Ignore Your Copy

The copy you use in your Facebook post has to be engaging as well. Make sure this copy is related to the photo and has a strong call to action. Make it clear what you want your fans to do, whether it’s click on the link, like your picture, answer a question in the comment section or share this with their friends. Make sure your call to action is appropriate for the post. For example, asking your fans to share everything you post is probably asking too much.

Post When Your Fans Are Online

Facebook’s new insight tool has a new report that will tell you the time of the day when most of your fans are online. As you’ll see below, LiveRez fans tends to be online more often at the end of the day.  So, I try to post toward the end of the work day, so my post can get some engagement before the 7 p.m. “peak time.” (NOTE: To date, it doesn’t appear Facebook has announced the new Insights tools for everyone. So, keep checking your Facebook page if there’s not a link to upgrade to the new tool.)

When Fans are Online

Results

While Bal’s post has some great information about his results (which are worth checking out), I’ll share an example from the LiveRez Facebook page that shows how the strategy above pays off. The two posts below are on the same topic, but the one on the left features a picture and a link, and the one of the right just features a link preview. You can see the difference in engagement, but what you can’t see is that the analytics, which show that the post on the left was viewed by four times as many people as the one on the right.

Facebook Post Recipe

Go back and check your efforts so far. Do you notice more engagement from posts using the method outlined above? Do you have some of your own Facebook tips to share? Let us know by sharing in the comments section.

Learn More About LiveRez
LiveRez is the fastest growing vacation rental software provider for professional vacation rental managers. The company’s cloud-based, end-to-end platform offers fully integrated solutions for reservation management, trust accounting and online marketing, with high-ranking, high-conversion dynamic websites and an extensive affiliate marketing program. The company is a proud Gold Sponsor of the Vacation Rental Manager’s Association (VRMA).

Visit LiveRez.com to learn more:

Did you like this post?Please consider “liking” it and sharing it on your social media channels via the buttons below. You can also follow us and get notifications of all new posts via the “Follow” button Follow Us in the bottom right-hand part of the screen.

Blogging for Keywords: A Quick Way for Vacation Rental Managers to Rank High for Long-Tail Search Terms

Many vacation rental managers think they need to rank high for major search terms for it to have a significant impact on their businesses. But, with the high traffic brought in by major search terms also comes high competition.  While ranking high for major search terms is doable, it takes a lot of work.

An easier, alternative strategy is to focus on long-tail search terms. For those that don’t know, long-tail search terms are generally longer and more specific queries that generally get less traffic. However, these search terms also have less competition and are easier to rank for.

It may take ranking on page 1 for 10 long-tail search terms to get as much traffic as ranking on page 1 for one major search term, but sometimes it’s easier (and faster) to rank for the long-tail terms. And, because you’re ranking for a more specific query, your chances for converting that traffic (getting a booking) are much higher.

But how do you rank for these long-tail terms?

One quick way to is publish blog posts targeting the long-tail terms. Writing a blog generally involves far less effort than creating a new landing page on your website, and blogging platforms like WordPress.com are generally SEO friendly.

In the rest of this blog, we’ll lay out a quick guide for how to do this step by step.

Step 1: Identify Your Long-Tail Terms

A great tool to identify long-tail terms is the Google Keyword tool. It will let you enter a general search term, and then give you suggestions for related search terms, with estimates of how much traffic those terms get (giving you an idea of how stiff the competition is for them). Here’s an example:

Google Keywords Tool

Step 2: Research Your Terms

Now that you have an idea of some terms you might want to rank for, head over to Google and see what your competition is like. A quick search for the long-tail term “pet friendly vacation rentals Oregon coast” shows that only the top four listings in the organic results are really geared completely to this search term. The remaining results just mention the word “pet friendly” somewhere on a page about Oregon coast rentals.

Scanning the competition here, it looks like there might be an opportunity for someone else to compete for this result with a blog or landing page geared to this specific term.

Long-Tail Search Vacation Rentals

Step 3: Write the Blog

Now that you have a term you’d like to target, it’s time to blog about it. You’re No. 1 purpose any time you write a blog should be to provide valuable content that will help your readers. So, keep that at the forefront of your mind when writing. Try to put yourself in the searcher’s shoes. What will they want to know?

You’ll also want to position your keywords in the right places.

  • Make sure your keywords are in your headline. The headline will likely show up as the H1 heading on your page, and blogging platforms like WordPress.com will also include those words in the URL structure.
  • Make sure your keywords are in the text of the blog, but don’t over-stuff your copy with them (just write naturally).
  • Make sure your keywords are in your photo captions and in your alt tags.
  • Make sure you use the keyword in your tags (and even potentially in your categories).

Step 4: Don’t Forget a Call to Action

The whole purpose of getting people to this blog is to convert them into guests. In order to do that, you’ll need to provide them with an avenue to make a booking. So, make sure you have links from this blog pointing back to your website. Using the example above, make sure that some of these links are links to pet friendly homes within your inventory. Also include a phone number or email address, as that may be a preferred method of contact for some guests.

Step 5: Promote Your Post

Make sure you share your post on your social media channels and link back to it any time you get a chance. Social signals are beginning to affect search results and the more links you have pointing back to your article, the more likely Google and other search engines will find it important.

Step 6: Rinse and Repeat

In certain circumstances, you may want to write multiple blogs targeting the long-tail term to really showcase your expertise. In fact, doing this you may even be able to rank multiple times on the front page.

Check out how LiveRez has used this strategy for one of its targeted long-tail terms (vacation rental software QuickBooks). You’ll notice that the top 4 organic search terms are all content from LiveRez, and three of them are from the LiveRez blog. That’s not bad for a non-branded search term.

QuickBooks Vacation Rental Software

Don’t get discouraged if you don’t rank on the first page right away. Creating content is like planting seeds. What you create and post will have a long life online. And, as more people come across it, it’ll get more traffic, more links to it and higher placements in search rankings. Do it right, and you’ll be reaping the fruits of your labor for years to come!

If you’re interested in learning more about LiveRez, check us out at LiveRez.com. We also offer our partners a professional SEO program for vacation rentals, which helps them further optimize the industry’s most SEO-friendly websites.

Learn More About LiveRez
LiveRez is the fastest growing vacation rental software provider for professional vacation rental managers. The company’s cloud-based, end-to-end platform offers fully integrated solutions for reservation management, trust accounting and online marketing, with high-ranking, high-conversion dynamic websites and an extensive affiliate marketing program. The company is a proud Gold Sponsor of the Vacation Rental Manager’s Association (VRMA).

Visit LiveRez.com to learn more:

Did you like this post?

Please consider “liking” it and sharing it on your social media channels via the buttons below. You can also follow us and get notifications of all new posts via the “Follow” button Follow Us in the bottom right-hand part of the screen.