Recognizing changes in your guests’ dialogue boosts content marketing strategies for vacation rentals.
For those of us who had to memorize the prologue to Chaucer’s Canterbury Tales in high school or spent time interpreting Shakespeare, the idea that our language changes over time is not a new concept.
Google Trends monitors search volume over time and is a helpful tool for identifying changes in your customers’ language. Here are a few examples of U.S. searches…
1. Beach front vacation rental v. Ocean front vacation rental
2. Outer Banks vacation rental v. Outer Banks beach house
In this example, in 2004 there were more searches for “Outer Banks vacation rental” than :Outer Banks beach house.” However, by 2012, the “beach house” searches were higher. Outer Banks search engine marketers who have capitalized on this trend are likely reaping quite a benefit. 3.Mountain vacation rental v. Mountain cabin rental
Searches for “mountain cabins” consistently remain higher than for “mountain vacation rentals.”
4. Winter Park Lodging v. Winter Park Accommodations v. Winter Park Vacation Rentals v. Winter Park Hotels
Every peak in this example is in January. “Lodging” and “Hotels” are mich higher than “vacation rentals,” but note the increase in searches for “vacation rentals, along with the consistency of the trend.
The same trends are not true for every destination. If we replace “Winter Park” with “Gulf Shores” our chart looks more like this:
5.Daytona vacation rentals v. Daytona condos
6.Breckenridge Lodging v. Vail Lodging
And sometimes it is just fun to see competition on the SERP’s between destinations
By exploring the changing language trends in your destination, you can adapt your content to attract more search traffic to your vacation rental website.