Foreign Perspectives

Archive for the ‘Internet’ Category

Usually when I go off on a short break there are a few new entries on the B&B and self-catering listings sites but this time I returned to something of a bumper crop which took me most of the morning to catch up.

In theory, the process is quite automated but in reality there’s almost always a little work to be done to get the new entries online. Most of the time, it’s a matter of a few minutes but now and again you get someone that just puts “see website” and, of course, their website is rarely in a form that allows a straight copy and paste to get it online. In fact, this time it was worse as they’d their whole website typed in uppercase letters so I’d to retype it all and correct the grammar too for that matter.

That grammar problem is quite strange really. You’d think that people would put the effort into their site to get both the spelling and grammar reasonably correct but now and again you come across a site that you’d think had been written by a small child which surely can’t be an attractive proposition for a potential guest, can it?

Strangely, it’s usually the foreigners who are writing in their second or third language who get both the spelling and grammar correct and this morning was no different: the entry from Italy was perfect apart from one word which only needed to be changed to put a truly English-English spin on the phrase they’d used.

From about October through to March each year anyone who rents out holiday accommodation is usually innundated with offers for free trial listings from a range of listings sites around the world.

One thing that almost all of the free trial periods have in common is that they limit the facilities available on your entry as compared to the paid subscription version. Usually, that’s done by a very simple restriction: they don’t publish your website address.

The reason behind that is simple as without that website address most people will use the contact facilities on the listings site to get in touch with you and you’ll know that they’ve done that ie that the site is working for you. The downside of that is that many more people won’t bother contacting you and will instead go to other properties who do have their website listed so overall you get fewer bookings. Fair enough really as you’re not paying the site to list you at that point.

Some would say that if you get one booking enquiry that way then you should take up the paid subscription (which is usually at a discount during the trial period) but I feel that it’s better to wait for the second e-mail from a site in that the first one could just be spurious. If people find you twice on a site then that’s a good indication that the site is going to bring you business and it’s probably best to sign up on receipt of the second booking enquiry.

The only problem is that once you’ve signed up then you will no longer get the direct feedback that the site is working for you and it’s only by looking at your website stats that you’ll know if they’ve sent you any traffic at all.

One thing that constantly surprises me with the adverts that we get for the listings sites is how poor some of them are.

Whilst most people will write two or three paragraphs to describe their place and some even run to quite extensive descriptions of both their property and the local attractions, others put as little as one sentence on and don’t bother with a photo either.

Now, it’s possible to get some hits with a one sentence description but realistically the number of hits you’ll get with one sentence is tiny as it just isn’t enough for the search engines to work with. And the search engines do matter because even with listings sites, the majority of hits are generally on the pages generated for individual properties rather than the home page of the listings site. Therefore if your entry is very short then you’re going to get a good deal less business than if your entry is above average in length.

Photos are a different matter. They’re usually not important in bringing people to your place although there’s been a recent trend towards people using image search to find properties so they are more important than they were. However, many people book directly from the advert so it’s a good idea to load as many good photos as you can with any adverts that you place. Make sure that the photo used on your summary page is eye-catching too or your place will get skipped.

In fact, rather than spending time to get the “perfect wording” for your ad, it’s much better to spend the time in making it longer.

To get well ranked in searches you need to have loads of the key keywords in your title, description and text which is easy enough to do. After all if you were targetting “making money online” then all you’d need to do is to continually repeat the phrase “making money online” everywhere and you’d be right up there.

It isn’t quite so simple as that of course as the search engines will penalise you if there are too many repetitions although they never explicitly say how many is too many. Presumably I’m OK by mentioning “making money online” for a third time at this point but if the only phrase I’d used to this point was “making money online” then that would definitely attract a penalty. Generally speaking you should be OK with two and perhaps three repetitions but four or more within the title and description would be starting to attract attention.

What you can, and should, do is to add synonyms of the phrase. For example, “making a living online”. This makes sense on two fronts: 1) you are less likely to attract a penalty by using a different phrase and 2) people use different phrases when they’re searching for things.

However, even if you avoid the penalties, you have another complication: whilst you clearly need to write for the search engines, you also need to write for people who’ll come across your site by way of those search engines. Writing entries that serve both purposes well is far from easy. Just how difficult it can be is easy to see once you’ve searched for a few popular phrases such as “make money online”. Many of the sites that come up towards the top of the list have titles and/or descriptions that have clearly concentrated on the search engine ranking side of things to the detriment of readability.

Granted, that’s an unusual phrase as all of those targetting it are very much interested in attracting traffic to their sites therefore it’s more important to be high up the rankings than to necessarily have a truly readable entry. For more normal phrases you generally get reasonably readable entries although the repetition of the key phrases can be quite wearing at times eg “France gites: our gites in France are France self-catering gites throughout France with many of them listed in Gites de France” is fairly typical for a site that targets both “France” and “gite”. Note here too that grammar tends to go out the window: it should be “French self-catering gites” rather than “France self-catering gites” but since “gites france” is a more popular search term than “french gites” it’s “France” rather than “French” that’s used.

The absolutely perfect title & description is rarely possible to achieve in one go and you’re as well to test each version that you use and look at what those ranked higher than you are doing. Generally speaking it takes about a week for google to pick up a change in your title & description so the testing can be quite a long drawn out business, but nonetheless one that’s worth doing as moving up even one spot in the search results can have quite a dramatic effect on the traffic to your site.

Sometimes the upgrades that appear the most complicated turn out to be the simplest in the end and so it was with an upgrade to our listings sites which I’ve been putting off for ages.

What it does is to allow the properties listed to specify exactly which facilities that they offer from air conditioning to swimming pools.

At first glance it looked like it would be quite difficult to do but that first glance was clouded by having seen how other accommodation listing places do it. Every single one seemed to go out of their way to make it complicated by adding tickboxes and dropdowns at every turn and even then they don’t always get it right. For example, one place we’re listed with let’s you say that you take pets but if you say that you don’t then it doesn’t say anything at all about it on the website.

In fact, many of the options are like that. It’s often the case as with the pets that you would want to explicitly say that you don’t take them but, for marketing reasons, most hotel listings sites only list positive options so, for example, they’ll say that you have a swimming pool but won’t say anything if you don’t. That’s fine for the swimming pool option but not so for the pets one where you need the negative stagement to be displayed.

Anyway, with that in mind my implementation gives the owners the choice about including the negative information where appropriate.

Next up is the search facility for that but fortunately that looks like it will be relatively easy to do and in any case the existing search function will also work on the facilities list albeit taking a few days for google to pick up the new content if you change something.