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Improving User Experience: Utilizing Custom Search Results Pages on Vacation Rental Property Management Websites

Improving User Experience: Utilizing Custom Search Results Pages on Vacation Rental Property Management Websites
Written by publishing team

Improving the user experience: using customized search results pages on rental property management websites


FOr any vacation rental company trying to gain online exposure, there are a number of digital marketing basics that your site should incorporate. One notable element that vacation rental companies fail to take advantage of is creating custom search results pages. These pages can be used in almost every aspect of online marketing for rental sites, but they are especially useful for search engine optimization (SEO) and pay-per-click (PPC) advertising. Let’s break down how to get started with custom search results pages to increase your site traffic and revenue online.

First, what exactly is a Custom Search Results Page?

Most vacation rental sites have a main results page that displays all of their listings, but in many cases, this is the only page where listings are displayed. By contrast, custom search results pages are essentially subsets of real estate listings displayed on separate pages from the main results page. For example, a Pet friendly rentals The search results page displays all pet-friendly rentalsAnd a Apartment rents The search results page will include all properties categorized as apartments, etc.

Now you might be wondering why these pages are important if users can filter real estate listings on your main results page. You’ll be amazed at how useful – and easy – to add these custom search pages.

The SEO value of custom search results pages

You cannot optimize your main results page for each long-tail keyword rental phrase (specific 3-5 words) that you want to target. Yes, you can move terms like “pet-friendly rentals” and “oceanfront rentals” in some places on the home page, but they won’t have the same search engine ranking feature as the page created specifically for these terms.

This is where custom search results pages come in. Let’s say an Outer Banks (OBX) vacation rental company wants to target the search term “Ocean Bank Outer Banks Rentals”. If the company wants to have a legitimate chance of ranking for such a competitive keyword, it will need to use ‘ocean front’ in slug, H1, title tag, and twice in on-page text. Unless all properties are ocean view, the company will need a separate unit ocean view rentals Page to achieve this goal without misinformation.

This screenshot of the search results for “Offshore Bank Offshore Rentals” shows how Google prefers personalized search results pages over main results pages or home pages when you choose what to rank for that term. Only two of the top 20 results incorrect Ocean Coast search results page.

We recommend trying to rank your main results page for the largest volume you have and most general terms (eg “offshore bank leases”) and then creating search results pages tailored to target each long-tail keyword.

In addition to setting up custom search results pages for specific types or amenities – like apartments or Rentals with swimming pools—You can also create them for different resorts, apartment complexes, or to target specific locations within the main target area.

Using the offshore banks example again, if you have properties via OBX, you can set up pages for Corolla, Nags Head, Kitty Hawk, etc. to target terms to those areas while still targeting Offshore Bank Rentals using your main results page.

If you want to go further, break it down into smaller areas using more specific search results pages with feature sets like Rent a Corolla OceanAnd Pet-friendly rentals in Corolla, holiday homes for rent with pools in Corolla, etc.

Below are less common examples of results pages dedicated to showing some ideas:

luxury rentals

Large group rental

Two bedroom rentals (or any number)

Handicapped rentals

Rentals with Wi-Fi

Rentals with boat slip

Oceanview Rentals

Rentals with hot tub

Rentals close to [a popular attraction in your area]

How custom search results pages improve conversion rates and pay-per-click campaigns

In addition to improving your organic presence, custom search results pages also help your site’s overall conversion rate and improve the performance of your PPC campaigns.

If you direct people directly to the properties they are looking for, they are likely to convert at a higher rate than people who have to take extra steps to get there. By directing people to personalized search results pages (through organic search results through pay-per-click ads) rather than to the home page or the main results page, you eliminate the need for guests to discover your search filters or have to scroll through each A feature of yours.

If someone searching for Outer Banks Oceanfront Rentals clicks on your search ad that has “OBX Oceanfront Rentals” in the title but is directed to the main results page where non-ocean properties are mixed in, you’re asking them to add more and unnecessary effort To find oceanfront rentals. Some users will take the time to discover your search filters, but others will say, “Wait, most of these aren’t even ocean front . . . ” and then go back to Google to click on a different result.

Additionally, PPC campaigns will earn you a Quality Score boost with custom results pages. By having the Oceanfront Rentals campaign pointing directly to a file ocean view rentals page, will improve the relevance of your ads. This higher quality score will result in lower PPC costs and higher ad position. If you are running advertising campaigns on the Search Network or on the Display Network, these incentives should be reason enough to set up customized results pages.

Set up and link to custom search results pages

All websites are developed differently, and programming custom search results pages will be more difficult on some sites than others. However, it is important to create actual pages rather than generate queries from the main results page.

Each custom result page should have its own editable H1 tag, meta title, meta description, and rough link. If your web development company sets them up as results page queries instead of featured pages, it will cost you a lot of SEO and PPC value.

Once you’ve created your own custom search results pages, we highly suggest linking them to your site. You can go to town to set up pages for every subset of properties you can think of, but if they’re not linked anywhere on the site, Google won’t crawl them and they won’t rank well (and they might not even get indexed).

Common ways to effectively link to your custom search results pages are from your navigation menu, from your home page, or from your sitemap.

You can also link within the text content on your pages and blog posts. Linking to custom search results pages will aid SEO performance and make it easier for users to find the properties they are looking for.

last thoughts

If you’re already using custom search results pages on your site, there are likely some other set of properties you can use to target additional keywords that you’re missing. Do some keyword research to find long-tailed, rental-related terms that apply to your inventory and determine if creating search results pages tailored to these terms can benefit your rankings or user experience.

If you haven’t already incorporated custom search results pages into your website, it’s definitely worth considering the benefits you will reap for your online marketing strategy as well as for your customers.

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