SEO for Airbnb: discover the algorithm

In this post we tell you how you can apply SEO techniques for Airbnb. The objective is that your ad is positioned better in user searches; they click on your tourist accommodation and, finally, book.

If your ad is not well positioned in searches –that is, your ad is deficient at the level of SEO for Airbnb, Booking or HomeAway, potential guests will not see it. And with that, you will not have clicks; nor reservations nor income.

It seems clear that positioning as high as possible in Airbnb searches is crucial to the success of your business. How can you do it?

⚠️ Initial warning! Airbnb – nor Booking or any other booking platform – publicly disclose the elements they take into account when calculating search positioning (that is, the algorithm developed by Airbnb, Booking, or HomeAway). These SEO tips for tourist accommodations are nothing more than good practices that improve it.

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The Airbnb algorithm is designed to make money (for Airbnb)

Airbnb is a business and is there to make money. If you agree with this basis, then we can already deduce some factors included in the Airbnb algorithm and that have an impact on the SEO of your ad. And how these can help you improve your search positioning.

It seems the question is clear: How can you help Airbnb make money?

The answer is also clear: Get your guests to pay you more and more often to stay in your accommodation.

Although for the Airbnb algorithm the key is not so much how much you can charge per stay; but how much a user will pay as a guest throughout their cycle (this is what is called lifetime value of a customer).

Therefore, the Airbnb algorithm objective is to show those ads that tend to be more booked today and in the future. To better understand what we can do to improve search positioning, we will divide the guest's stay into three parts:

1. From search to ad: in this part, the vital KPI is the click-through rate (CTR). That is, what percentage of times is your ad clicked on out of the total number of times it is seen?
2. From the ad to the booking
3. Satisfaction with the booking and future bookings

Therefore, to improve Airbnb SEO, you need to optimize these three aspects: CTR, CR, and satisfaction.

Ready? Let's start!

From search to ad: How to increase your CTR on Airbnb?

In this phase, everything that impacts the first part of the SEO of your tourist apartment and that the algorithm takes into account is covered. However, only some variables are controlled by the hosts: those related to the Airbnb ad.

Are you missing something? Indeed, the number of reviews and whether you are a Superhost are elements that can be seen on the search page. However, they are not issues that you can control immediately. We will see this later.

• Airbnb main photo. Make sure to use a high-resolution photo, at least 1024 x 683 pixels, and maintain a 1.5 ratio.
• The Airbnb title. Ask yourself, as a user: What makes you open an email? Most of us only read the subject. With the ad title it's not much different. Potential guests will only scan the title. Here you have some tips to optimize the Airbnb title.
• Airbnb price. For everything else being equal, an ad with a lower price has a higher probability of booking. This doesn't mean you have to give away your accommodation. It will depend on how you position your Airbnb. Having a clear idea of where your ad stands in relation to the competition (is it low cost? Luxury?) is vital to set a price.

From the ad to the reservation: How to increase the conversion rate of your tourist accommodation?

Once your potential guest has clicked on the Airbnb search result and opens your ad (Well done: You've improved Airbnb SEO! You're making the algorithm happy!) now it's all about how you can increase the ad's conversion (i.e., how you can improve your booking rate). There are dozens of factors you should consider, including your guests' profile or reviews. However, we're only going to highlight those you can change today:

• The accommodation photos. It's not just about having a great main photo. All the photos of your accommodation must be great. Ads with more than 30 photos get 40% more bookings than those with less than 10 photos.
• Good Airbnb description. Detailed and authentic descriptions allow potential guests to resolve doubts. Any concern or doubt that is not resolved by the description of your ad will make them go elsewhere.
• Activate instant bookings. Having instant bookings activated will increase your conversion rates, which will significantly improve SEO for Airbnb.
• Ease of Booking. Try to minimize any additional barriers that reduce your conversion rate. This includes minimum stay, Airbnb cleaning fees, deposits, cancellation policy, etc. You need to find a balance between the level of security you're comfortable with and the ease of booking.
• Response Rate. When guests are actively searching on Airbnb, they are likely to make a booking within the next hour or hour and a half. Hosts who respond within the next five minutes get many more bookings. If you're overwhelmed by the speed, you can take a look at vacation rental software.

Satisfaction and search positioning or SEO for Airbnb

Once your guests have booked, the work to improve Airbnb SEO hasn't ended. Everything you've done so far to get five stars on Airbnb reviews.

However, ensuring a good degree of satisfaction is a daunting task: a lot of hard work! Achieving a quality experience for your guests (with high continuous ratings) will significantly improve your position in Airbnb searches, which will increase the number of bookings.

But, how can you ensure guest satisfaction?

• Your accommodation fulfills what it promises. This is the most important thing. The reality of your accommodation must be as shown in the photos.
• You must be available but respecting the privacy of your guests.
• Perfect welcome. Even if you do remote check-ins with some lock for tourist apartments, you can welcome your guests with some detail (for example, some chocolates) and be attentive to them through text messages or WhatsApp.
• Be flexible. Things happen. From flight delays that force you to hand over the keys very late; early check-in or late checkout, etc. Take it with patience.