SEO for Airbnb: Discover the Algorithm

In this post, we tell you how you can apply SEO techniques for Airbnb. The goal is for your listing to rank better in user searches; for them to click on your tourist accommodation and, finally, to book.

If your listing is not well-positioned in searches – that is, your listing is deficient in terms of SEO for Airbnb, Booking, or HomeAway – potential guests will not see it. And with that, you will not get clicks; no bookings or income.

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

⚠️ Initial warning! Airbnb – nor Booking or any booking platform – do not openly publish the elements they consider when calculating search positioning (that is, the algorithm that Airbnb, Booking, or HomeAway have developed). These SEO tips for tourist accommodation are merely best practices that improve it.

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Airbnb's algorithm is designed to make money (for Airbnb)

Airbnb is a business and is there to make money. If you agree with this premise, then we can already deduce some factors included in the Airbnb algorithm that impact your listing's SEO. And how these can help you improve your search positioning.

The question seems clear: How can you help Airbnb make money?

The answer is also clear: Get your guests to pay you more and more often for staying at your accommodation.

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

Therefore, the goal of the Airbnb algorithm is to show listings that tend to be booked more 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 listing: in this part, the vital KPI is the click-through rate (CTR). That is, what percentage of times is your listing clicked on out of the total times it is seen?
2. From listing to booking: the KPI in this phase is the conversion rate (CR). The question it answers is: what percentage of times is an Airbnb listing booked out of the total times it is seen?
3. Satisfaction with the booking and future bookings: In this phase – after the stay – many metrics are included (reviews, for example), however, all are related to satisfaction. How likely is the guest to book that same accommodation again?

Therefore, to improve Airbnb SEO, these three aspects must be optimized: CTR, CR, and satisfaction.

Ready? Let's begin!

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

This phase covers everything that impacts the first part of your tourist apartment's SEO and that the algorithm takes into account. However, only some variables are controlled by hosts: those related to the Airbnb listing.

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, these are not things you can control immediately. We will see them later.

• The main Airbnb 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 line. With the listing title, it's not much different. Potential guests will only scan the title. Here are some tips to optimize your Airbnb title.
• The Airbnb price. All else being equal, a listing with a lower price has a higher probability of booking. This does not mean you have to give away your accommodation. That will depend on how you position your Airbnb. Having a clear idea of where your listing stands compared to the competition (is it low cost? Luxury?) is vital for pricing.

From listing to booking: How to increase your tourist accommodation's conversion rate?

Once your potential guest has clicked on the Airbnb search result and opened your listing (Well done: You've improved your Airbnb SEO! The algorithm loves you!), now it's all about how you can increase the listing'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 will only highlight those you can change today:

• The accommodation photos. It's not just about having a stunning main photo. All photos of your accommodation must be great. Listings with more than 30 photos get 40% more bookings than those with fewer than 10 photos.
• Good Airbnb description. Detailed and authentic descriptions allow potential guests to resolve doubts. Any concern or doubt not resolved by your listing's description will make them leave for another.
• 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 must find a balance between the level of security you are comfortable with and the ease of booking.
• Response rate. When guests are actively searching on Airbnb, they are very likely to book within the next hour or hour and a half. Hosts who respond within five minutes get many more bookings. If speed overwhelms you, you can check out vacation rental software.

Satisfaction and search positioning or SEO for Airbnb

Once your guests have booked, the work to improve SEO for Airbnb is not over. Everything you have done so far is to achieve five stars in Airbnb reviews.

However, ensuring a good degree of satisfaction is an arduous task: it requires hard work! Providing a quality experience for your guests (with continuous high 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 delivers 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 respect your guests' privacy.
• Perfect welcome. Even if you do remote check-ins with a smart lock for tourist apartments, you can welcome your guests with a small detail (for example, some chocolates) and keep an eye on them via text messages or WhatsApp.
• Be flexible. Things happen. From flight delays that require keys to be handed over very late; early check-in or late checkout, etc. Take it patiently.