WEBVTT NOTE This file was generated by Descript 00:00:00.000 --> 00:00:05.739 David Ngati is a seasoned expert in SEO and a pivotal figure at Guesty, where he 00:00:05.739 --> 00:00:08.140 serves as the chief evangelist officer. 00:00:09.660 --> 00:00:14.429 David's journey began in 2009 and since then he's worn every hat in the industry 00:00:15.100 --> 00:00:17.200 from vacationer to property owner. 00:00:17.780 --> 00:00:21.862 and even an OTA company that he sold to Guesty named Staysense, 00:00:23.172 --> 00:00:27.232 beyond his professional achievements, he's a pilot land developer. 00:00:27.977 --> 00:00:31.367 And an ultramarathoner in which he has ran some of the 00:00:31.377 --> 00:00:33.997 hardest races in North America. 00:00:34.927 --> 00:00:38.727 . Today we'll be talking about a few of the fields inside the streamline that 00:00:38.757 --> 00:00:40.557 are something of a mystery to all of us. 00:00:41.997 --> 00:00:44.827 I'm Steve Schwab, and this is Kazakast. 00:00:45.767 --> 00:00:48.607 It's the KasaCast, created by KasaGo. 00:00:48.607 --> 00:00:54.074 It's time for the show, let's go! 00:00:55.084 --> 00:00:55.534 Hey, David. 00:00:56.424 --> 00:00:57.034 Hey, Steve. 00:00:57.104 --> 00:00:57.874 How you doing, brother? 00:00:58.164 --> 00:00:58.784 Pretty good. 00:00:58.784 --> 00:00:59.604 Thanks for jumping on. 00:01:00.404 --> 00:01:01.564 Man, happy to do it. 00:01:02.514 --> 00:01:06.474 So David, with your background in SEO you were the first person I turned 00:01:06.474 --> 00:01:10.884 to when the franchisees started asking questions about, the different 00:01:10.944 --> 00:01:13.874 SEO fields inside of Streamline. 00:01:14.564 --> 00:01:15.654 And I didn't know how to answer them. 00:01:15.714 --> 00:01:19.084 And I'm really thankful that you're helping us, sort through these 00:01:19.114 --> 00:01:20.134 different fields that they have. 00:01:20.934 --> 00:01:27.204 And in speaking with Carlos he said specifically that the additional SEO 00:01:27.214 --> 00:01:33.084 text and the mobile SEO text aren't even connected to the websites anymore. 00:01:33.184 --> 00:01:34.984 So we can just forget those. 00:01:34.994 --> 00:01:38.474 Those are legacy fields that Streamline hasn't taken out yet. 00:01:39.084 --> 00:01:40.234 . That's good news, Steve. 00:01:40.234 --> 00:01:43.454 Because when I saw those in the screenshot, I didn't know what they were. 00:01:43.454 --> 00:01:45.944 And I'm like, man, maybe I'm getting rusty here. 00:01:46.184 --> 00:01:50.834 So thank you, Carlos, for that, ? I think those were back in the days when they 00:01:50.834 --> 00:01:54.374 were trying to do different keywords for mobile as opposed to, desktop. 00:01:55.064 --> 00:01:55.474 Okay. 00:01:55.904 --> 00:01:57.484 But days gone by. 00:01:58.084 --> 00:02:00.854 Inside of the system, it talks about the meta tag title. 00:02:01.594 --> 00:02:03.294 Can you tell us what that is? 00:02:04.714 --> 00:02:05.064 Yeah. 00:02:05.114 --> 00:02:09.474 On the meta tag title, if you want to see an example of this, basically go 00:02:09.484 --> 00:02:14.164 over to Google, search anything, and you're going to see titles show up. 00:02:14.234 --> 00:02:16.594 So the titles are the blue links. 00:02:17.444 --> 00:02:21.704 And if you, when you perform a search, that becomes the blue link. 00:02:22.214 --> 00:02:24.384 However, I do want to say. 00:02:25.214 --> 00:02:28.844 As a general rule of thumb, we want to be careful about stuffing 00:02:28.854 --> 00:02:32.494 keywords into these, or doing a keyword first approach, and rather 00:02:32.494 --> 00:02:34.834 we want to do a user first approach. 00:02:35.704 --> 00:02:38.904 So basically these links that we see on Google, the blue links, 00:02:40.054 --> 00:02:42.474 Those are the MetaTag titles. 00:02:42.764 --> 00:02:46.974 So whatever you put in there, in theory, should become what for that 00:02:46.974 --> 00:02:49.604 page if you were to search that URL. 00:02:49.914 --> 00:02:51.964 Now there's a couple caveats on that statement. 00:02:52.404 --> 00:02:59.110 The first being that Google does not have to use your title or your description. 00:02:59.110 --> 00:03:03.284 They're going to rewrite descriptions more often than titles, but 00:03:03.284 --> 00:03:04.644 they don't have to use either. 00:03:05.144 --> 00:03:06.144 The other one is. 00:03:06.944 --> 00:03:09.364 They don't have to use the whole title. 00:03:09.374 --> 00:03:14.454 So you'll see a title get truncated if it's too long which normally then leads 00:03:14.454 --> 00:03:16.034 to the question how long is too long? 00:03:16.464 --> 00:03:21.304 And so I typically go with a mobile link for everything when it 00:03:21.304 --> 00:03:23.064 comes to titles and descriptions. 00:03:23.094 --> 00:03:25.414 And so that's 60 characters on the title. 00:03:26.129 --> 00:03:30.159 And about 120 characters on the description. 00:03:30.519 --> 00:03:32.319 Now, if you get out there and Google it, you're going to see 00:03:32.319 --> 00:03:33.889 different answers out there. 00:03:34.189 --> 00:03:36.559 And I'm not even saying that those answers, for example, 00:03:36.559 --> 00:03:40.339 that say 65 characters are wrong or 70 characters are wrong. 00:03:40.729 --> 00:03:43.749 However, the thing to understand here is what Google's actually 00:03:43.749 --> 00:03:45.279 looking at is pixel width. 00:03:46.059 --> 00:03:49.369 And so not every letter is the same width. 00:03:49.889 --> 00:03:52.349 And so that's why I say go 60 characters. 00:03:52.349 --> 00:03:55.889 If you give 60 characters, you cannot exceed the pixel width. 00:03:56.329 --> 00:03:59.869 And that's easier for most people to count than pixel width. 00:04:00.389 --> 00:04:03.439 And so go with 60 characters on a meta tag title. 00:04:03.459 --> 00:04:04.349 You're going to be good. 00:04:04.809 --> 00:04:10.379 As you write this, try to include a keyword, but in a way that 00:04:10.399 --> 00:04:11.989 would entice somebody to click. 00:04:11.999 --> 00:04:14.999 You can think of this as the headline for the story. 00:04:15.009 --> 00:04:17.059 This is the headline if it was a news article. 00:04:17.059 --> 00:04:19.369 This should make somebody, as they're scrolling down 00:04:19.369 --> 00:04:21.674 Google, Stop and want to click. 00:04:21.994 --> 00:04:24.014 And that's the title in a nutshell. 00:04:24.534 --> 00:04:29.014 So the meta tag title , that we're talking about today on these fields are going 00:04:29.014 --> 00:04:30.854 to be on a specific property, right? 00:04:30.854 --> 00:04:36.214 So say somebody's searching for, Sonoran sky, four bedrooms, and suddenly, Sonoran 00:04:36.224 --> 00:04:41.634 sky 801 happens to be in the search rankings, , do you have any sort of 00:04:41.969 --> 00:04:46.829 maybe suggestions of what a good meta tag title would be , or a suggestion, 00:04:47.009 --> 00:04:51.829 like what kind of description yeah, so if the property has a compelling 00:04:51.839 --> 00:04:54.759 name, for example, I think one of the ones you shared with me was like 00:04:54.949 --> 00:05:01.239 relaxing Casa or, if it was in the Smoky Mountain Sunrise, a name like that. 00:05:01.479 --> 00:05:03.979 I would definitely include the name because somebody that has 00:05:03.979 --> 00:05:07.189 stayed there before is looking for that property potentially. 00:05:07.559 --> 00:05:09.529 And so that's a good idea to do. 00:05:10.009 --> 00:05:16.909 If it's random building unit number 710 C, I don't think that I would 00:05:16.909 --> 00:05:19.129 actually typically include that. 00:05:19.129 --> 00:05:21.969 Rather, I'd try to get into the, maybe the building name with some 00:05:21.969 --> 00:05:24.099 of the selling points or even facts. 00:05:24.159 --> 00:05:29.139 Building name, two bedroom condo with pool access or beach access. 00:05:29.159 --> 00:05:32.029 Something like that would actually answer the questions. 00:05:32.499 --> 00:05:33.809 for that end user. 00:05:34.279 --> 00:05:38.069 Now, if you're managing a hundred units in that building and they're 00:05:38.069 --> 00:05:41.739 all named with that naming convention, you really have two options. 00:05:41.739 --> 00:05:44.509 You either go through and name them all, which is a pretty heavy lift. 00:05:44.939 --> 00:05:49.839 The other option would be to go ahead and just put the unit numbers in there because 00:05:49.839 --> 00:05:53.059 you aren't going to be able to come up with a hundred different compelling 00:05:53.089 --> 00:05:56.369 two bedroom descriptions that don't overlap and you don't want these to be 00:05:56.419 --> 00:05:57.879 exactly the same from one to the other. 00:05:58.639 --> 00:06:04.529 Really what we need to think about is If an end user were to get 10 of these, why 00:06:04.529 --> 00:06:06.819 would an end user pick one over the other? 00:06:07.169 --> 00:06:12.379 If they were to come across your listing and and another listing, 00:06:12.379 --> 00:06:15.629 what is it that drives them into your listing versus something else? 00:06:15.629 --> 00:06:20.382 And in an ideal scenario with our non homogenized inventory, that's 00:06:20.382 --> 00:06:22.929 much easier to do than when we have a hundred of the two bedroom 00:06:22.929 --> 00:06:24.729 condos, which is much more difficult. 00:06:25.044 --> 00:06:31.724 So it's not that it's in that instance super compelling to have unit 110 C or 00:06:31.724 --> 00:06:35.614 whatever the name is, but at least it keeps them all separate and they aren't 00:06:35.624 --> 00:06:37.824 all duplicated and exactly the same. 00:06:38.724 --> 00:06:41.084 When it comes to Differentiating properties. 00:06:41.084 --> 00:06:45.824 I know that when I first started off, back in 2001, I was still doing the 00:06:45.824 --> 00:06:48.664 reservations and this guy calls me up, he's Hey, I want to stay in the 00:06:48.664 --> 00:06:49.804 same property I stayed in last year. 00:06:49.804 --> 00:06:51.134 I'm like, okay, which one is it? 00:06:51.134 --> 00:06:51.914 He's I don't know. 00:06:52.309 --> 00:06:53.229 It was almost conscious. 00:06:53.269 --> 00:06:54.759 I was like, okay, we have 130 properties. 00:06:54.759 --> 00:06:55.449 It was conscious. 00:06:55.489 --> 00:06:56.709 He goes it was a white house. 00:06:56.719 --> 00:06:58.559 I'm like, okay, every house on this conscious white. 00:06:59.159 --> 00:07:01.689 So the second row was like, okay, we're down to 20 of them. 00:07:02.029 --> 00:07:03.269 And he said, two stories. 00:07:03.269 --> 00:07:04.619 I'm like, okay, we're down to 10 of them. 00:07:05.589 --> 00:07:09.829 And he said, it had a bunch of seahorses everywhere. 00:07:10.089 --> 00:07:12.649 I'm like Casa de Caballos is that's it. 00:07:13.359 --> 00:07:18.379 And when it came to a theme and what, the psychologist called place attachment. 00:07:18.859 --> 00:07:22.689 The fact that he can remember something about the property, and then there was a 00:07:22.689 --> 00:07:27.909 name for it that was tied to it, , even as he got into his describing what 00:07:27.929 --> 00:07:32.469 the, the nuances were, that owner had only had a chance of 1 in 10 of that, 00:07:33.039 --> 00:07:36.899 , guess coming back through just those descriptions, I could have put them in 00:07:37.059 --> 00:07:38.669 any of those and could have been wrong. 00:07:39.269 --> 00:07:43.259 So having the theme and having a name is a great way to get guests to come back 00:07:43.259 --> 00:07:44.459 to properties that they actually love.. 00:07:44.959 --> 00:07:46.299 And there's names. 00:07:47.059 --> 00:07:50.309 Again, it's hard if you have 100 units that are the same so I'm not sitting 00:07:50.309 --> 00:07:55.549 here saying, hey, go rewrite every property with a brand new name tomorrow. 00:07:55.989 --> 00:07:58.469 That's not necessarily practical. 00:07:58.979 --> 00:08:02.309 However, maybe we can reference a theme like the seahorse 00:08:02.609 --> 00:08:03.969 theme or something around that. 00:08:03.969 --> 00:08:05.419 And so then it might be. 00:08:05.794 --> 00:08:11.164 Building name 110 C, seahorse themed condo, and then calling out something that 00:08:11.164 --> 00:08:13.444 somebody could remember in that instance. 00:08:14.284 --> 00:08:18.294 So there is there's some potential there on things we can do, even on a 00:08:18.634 --> 00:08:20.964 homogenized or commoditized building. 00:08:21.254 --> 00:08:21.484 Yeah. 00:08:21.484 --> 00:08:26.474 So now the next field that we're talking about is the meta tag description. 00:08:27.964 --> 00:08:31.714 So again, just to let people know what this is, when you go to Google and you 00:08:31.714 --> 00:08:36.714 search anything, it literally could be anything you're searching for, you're 00:08:36.714 --> 00:08:40.504 going to see the blue link first, that's the title, that's the one we're going 00:08:40.504 --> 00:08:45.224 to keep it about 60 characters, or 60 characters, roughly and then below 00:08:45.224 --> 00:08:49.944 that, we're going to see some black text, the black text, not the blue 00:08:49.944 --> 00:08:54.089 link's the title, the black text is the description, So the description, 00:08:54.249 --> 00:08:57.499 it's even less important to have the keyword in the description, unless it 00:08:57.499 --> 00:08:59.589 makes perfect sense for an end user. 00:08:59.689 --> 00:09:04.299 Do not feel compelled to stick it right there and have the keyword 00:09:04.299 --> 00:09:06.249 three times or anything like that. 00:09:06.579 --> 00:09:12.219 This is expanding on the headline above to convince somebody to click in. 00:09:12.629 --> 00:09:14.349 So it's the subtext. 00:09:14.349 --> 00:09:18.079 You can think of this like when you get an email on your mobile device and you 00:09:18.079 --> 00:09:19.999 see the subject line, that's the title. 00:09:20.309 --> 00:09:23.649 The little line up below that's what we're talking about with the description 00:09:23.649 --> 00:09:28.179 here in terms of psychology with how an end user is going to interact with this. 00:09:29.129 --> 00:09:31.219 Again, you're going to see different character links. 00:09:31.709 --> 00:09:35.879 If you want the character link, that's going to work for mobile. 00:09:36.139 --> 00:09:40.069 That's going to work for desktop, everything, and all of your different 00:09:40.069 --> 00:09:44.239 character combinations, because again, some letters are wider than other 00:09:44.239 --> 00:09:48.549 letters, and the most of the numbers you're seeing out there are basically 00:09:48.559 --> 00:09:51.299 taking into averages, and I'm going to give you a number that's always safe. 00:09:51.609 --> 00:09:54.569 120 characters will always be safe for mobile. 00:09:54.984 --> 00:09:58.614 And for desktop and then takes into account that there's different 00:09:58.624 --> 00:10:02.004 widths and we'll make sure that you're within the character limits 00:10:02.004 --> 00:10:05.634 that you have to work or the pixel width that you have to work with. 00:10:06.004 --> 00:10:08.284 So that's the description. 00:10:08.604 --> 00:10:11.114 Now there is Something that's worth calling out. 00:10:11.684 --> 00:10:14.824 People will get aggravated because they'll rewrite their 00:10:14.824 --> 00:10:16.774 titles or their descriptions. 00:10:16.844 --> 00:10:19.534 And first off, they're looking for an immediate update. 00:10:19.584 --> 00:10:21.914 Sometimes that's not the case. 00:10:21.944 --> 00:10:22.984 It's not immediate. 00:10:22.994 --> 00:10:24.914 Google's going to have to recrawl your site. 00:10:25.354 --> 00:10:28.004 And then a week from now is a good time to check. 00:10:28.044 --> 00:10:28.824 Not today. 00:10:29.124 --> 00:10:32.164 And then there may be other delays, even potentially with your 00:10:32.164 --> 00:10:35.934 software, it may be a job that has to process on that side as well. 00:10:35.934 --> 00:10:39.074 So just give it a week and that's when you should be able to see it. 00:10:39.584 --> 00:10:43.914 The other thing to know, and a company called AHREPS did a study 00:10:43.914 --> 00:10:49.964 of 30, 000 search results this was back in 2020, give or take, and they 00:10:49.964 --> 00:10:57.064 found about 68 percent of all desktop descriptions were rewritten and 71%. 00:10:58.064 --> 00:11:04.334 Of all mobile get a rewrite and that's Google taking your description, your 00:11:04.334 --> 00:11:07.914 page content and saying, huh, yeah, your marketer may have decided that 00:11:07.914 --> 00:11:11.584 description should be this, but we're going to change it to that thing. 00:11:11.594 --> 00:11:16.194 That increase, there hasn't been another study at larger scale that 00:11:16.194 --> 00:11:20.234 I can quote since then, but it sure seems like it's actually increased 00:11:20.234 --> 00:11:25.294 with AI and in some of the recent developments of the past year and a half. 00:11:25.304 --> 00:11:26.734 So just be aware of that. 00:11:26.744 --> 00:11:30.414 Don't let that frustrate you., I can imagine like an owner saying, you know 00:11:30.414 --> 00:11:32.594 what I really need, I needed to say this. 00:11:32.614 --> 00:11:33.414 You're like, okay, Mr. 00:11:33.414 --> 00:11:34.464 Owner I'll put that in there. 00:11:34.504 --> 00:11:37.474 And then a week later, you're like, what is going on? 00:11:37.484 --> 00:11:38.294 The owner's mad. 00:11:38.434 --> 00:11:41.814 Yeah, it's a good, it's a, that's good information to maybe explain to people 00:11:42.394 --> 00:11:44.084 why it's not what you put into the system. 00:11:45.034 --> 00:11:49.954 So it's important to note if that question comes up, we should advise 00:11:49.954 --> 00:11:53.314 the owner we can control our website. 00:11:53.754 --> 00:11:55.284 We cannot control. 00:11:55.699 --> 00:11:57.099 Other websites such as Google. 00:11:58.359 --> 00:12:01.899 And we put certain things in our website that other websites 00:12:01.929 --> 00:12:06.349 can choose in some instances to respect or not respect an example. 00:12:06.349 --> 00:12:09.639 This would be Verbo not too long ago saying, Hey, we're going to 00:12:09.639 --> 00:12:13.069 decide the image order, not you, not your owners, not anybody else. 00:12:13.749 --> 00:12:16.599 And this is just another version of that. 00:12:17.079 --> 00:12:21.429 And I believe it's Verbo or Expedia one, that they attempt to answer questions 00:12:21.429 --> 00:12:23.299 about a property using machine learning. 00:12:23.589 --> 00:12:25.659 We aren't feeding that information over. 00:12:25.659 --> 00:12:27.149 That's their machine model. 00:12:27.159 --> 00:12:28.629 That's creating that content. 00:12:29.139 --> 00:12:31.809 Now, if you had a stubborn owner, that's prove to me that you 00:12:31.809 --> 00:12:33.019 put in the description, right? 00:12:33.019 --> 00:12:35.279 Because the description doesn't show up anywhere. 00:12:35.959 --> 00:12:38.429 That's as simple as in Chrome. 00:12:38.819 --> 00:12:44.579 Right click, view page source, and then command F or control F, depending on 00:12:44.579 --> 00:12:48.229 if you're Apple or PC, and just type description in, and you're going to 00:12:48.229 --> 00:12:52.719 find the title description section in the source code, and you can see that 00:12:52.719 --> 00:12:54.789 it's actually populated correctly there. 00:12:55.544 --> 00:13:00.444 David, what are some of the big mistakes with the meta tag descriptions and titles? 00:13:02.140 --> 00:13:03.600 Too much emphasis put on it. 00:13:04.330 --> 00:13:06.140 Slamming keywords in there. 00:13:06.670 --> 00:13:08.390 Really think about this. 00:13:08.480 --> 00:13:13.250 If I'm writing this for my mom, how would I write this? 00:13:13.340 --> 00:13:17.540 Knowing I have these limits on how much copy space I have to work with. 00:13:17.870 --> 00:13:20.220 How would I write this to resonate with my mom? 00:13:20.490 --> 00:13:24.730 Forget about a search engine, make it make sense for the end user. 00:13:25.550 --> 00:13:26.620 Don't stress it too much. 00:13:26.620 --> 00:13:30.240 It's going to get rewritten almost three fourths of the time on the description. 00:13:30.840 --> 00:13:32.010 Make it make sense. 00:13:32.650 --> 00:13:34.950 Don't use the meta tag keyword tag. 00:13:35.165 --> 00:13:38.415 That hasn't been around for a very long time. 00:13:39.185 --> 00:13:42.765 So at 2009 is when Google quit respecting that. 00:13:43.915 --> 00:13:48.415 2014 is when Microsoft and Bing , quit considering that a factor. 00:13:48.955 --> 00:13:51.215 So it's a waste of time to put keywords in. 00:13:51.595 --> 00:13:55.165 So the third field is actually meta tag keywords in Streamline. 00:13:55.505 --> 00:13:57.815 We should just completely forget that exists. 00:13:58.755 --> 00:14:00.915 It does not help at all. 00:14:01.055 --> 00:14:02.265 Every major U. 00:14:02.265 --> 00:14:02.485 S. 00:14:02.485 --> 00:14:05.325 search engine has said that it does not help. 00:14:06.045 --> 00:14:11.015 And to date, there's only one search engine that I know of that has not said 00:14:11.525 --> 00:14:14.505 this is a completely deprecated idea. 00:14:14.820 --> 00:14:16.140 And that's Yandex. 00:14:16.150 --> 00:14:20.100 So if you, if you look at your Google analytics and you have half your 00:14:20.100 --> 00:14:23.240 traffic coming from Yandex or something, I have other questions for you. 00:14:23.240 --> 00:14:28.840 But if you did, then that would be one reason to leave a man, even that 00:14:29.010 --> 00:14:31.940 everything that I've seen study wise indicates that they aren't really 00:14:31.940 --> 00:14:33.640 respecting it or doing anything with it. 00:14:34.475 --> 00:14:38.645 I've seen this used for some fun stuff internally, because again, the search 00:14:38.645 --> 00:14:43.195 engines are ignoring it and so you can use these almost as an internal field 00:14:43.195 --> 00:14:48.505 to tag certain pages or as a heads up to an SEO person that has SEO tools. 00:14:48.625 --> 00:14:53.265 So if you have a technical department, you could use these, for example, to, 00:14:53.415 --> 00:14:57.615 to call out certain like maybe the ones that you have rewritten the descriptions 00:14:57.615 --> 00:15:01.425 on and the titles on you could put like a rewrite, like I rewrote this 00:15:01.685 --> 00:15:05.435 right there in the, in that when you hit save that way if you go back in. 00:15:05.785 --> 00:15:08.795 A month later when you're through season and you're trying to remember 00:15:08.795 --> 00:15:11.955 which ones you rewrote are already, you can see it really easily. 00:15:12.155 --> 00:15:14.435 So you can use it almost like an internal tag, but it doesn't do 00:15:14.435 --> 00:15:15.935 anything from an SES standpoint. 00:15:16.325 --> 00:15:20.860 . So David, we should be writing this more for conversion when somebody's seeing your 00:15:20.860 --> 00:15:26.510 unit on Google, this isn't about ranking, this is about once they found you, what's 00:15:26.510 --> 00:15:32.180 motivating them to click on your page instead of somebody else's by what they're 00:15:32.180 --> 00:15:36.630 reading as an introduction to what they'll possibly get when they get to your page. 00:15:36.770 --> 00:15:37.290 Is that correct? 00:15:38.420 --> 00:15:43.590 Yeah, so on the Google search results, Title becomes exactly as 00:15:43.590 --> 00:15:45.270 it's described your title over here. 00:15:45.270 --> 00:15:49.390 What, how do you get somebody to click descriptions? 00:15:49.390 --> 00:15:54.020 Just a little bit of subtext underneath that, that again, emphasizes getting 00:15:54.020 --> 00:15:56.990 somebody to click, helping them find what they're looking for. 00:15:57.600 --> 00:16:00.120 You aren't going to rewrite your titles. 00:16:00.370 --> 00:16:04.460 And rank for crazy keywords magically just does not happen. 00:16:04.460 --> 00:16:08.700 If it were that easy, I'd go rewrite a bunch of page titles right now 00:16:08.700 --> 00:16:13.440 about credit cards, mortgages, student loans, all this high dollar products. 00:16:13.790 --> 00:16:18.080 It's way more complicated to rank for anything than titles and descriptions. 00:16:18.130 --> 00:16:21.880 We aren't going to get into all of that today, but suffice it to say, that's 00:16:21.890 --> 00:16:25.210 not going to be what pushes your side over the edge and gets you to rank. 00:16:25.270 --> 00:16:29.540 For Destin condos or Smoky Mountain cabins. 00:16:29.820 --> 00:16:31.510 It just does not work that way. 00:16:31.520 --> 00:16:33.480 This is about helping an end user. 00:16:33.480 --> 00:16:37.360 That's looking for what's called a long tail keyword or a specific keyword, 00:16:37.520 --> 00:16:42.060 maybe the property name, helping them find what they're looking for. 00:16:42.300 --> 00:16:44.870 It's not going to be a high volume keyword that has thousands 00:16:44.870 --> 00:16:46.200 of people searching it a month. 00:16:46.230 --> 00:16:48.820 This is something that may only have 10 people searching it a month, but 00:16:48.830 --> 00:16:53.230 it has a large amount of search intent behind it, meaning it will convert 00:16:53.240 --> 00:16:54.930 higher if you can help them find it. 00:16:56.025 --> 00:17:01.405 Then another just unsolicited advice for anybody that's a property manager 00:17:01.405 --> 00:17:05.885 on the SEO side, but really not so much the SEO side is the user side of the 00:17:05.885 --> 00:17:08.795 equation is how I think about this when we're building content, it needs to 00:17:08.795 --> 00:17:15.195 serve the needs of end users, that unit description on your page that this isn't 00:17:15.635 --> 00:17:20.535 like where we need to be super flowery with our text and not answer questions. 00:17:20.545 --> 00:17:21.495 This needs to be. 00:17:21.925 --> 00:17:27.075 Factual, it can definitely include selling points, emotional triggers, all of that. 00:17:27.395 --> 00:17:32.255 But running OTAs, I received these from all kinds of property managers, and I can 00:17:32.255 --> 00:17:38.815 tell you the ones that convert best follow a certain formula where they're clearly 00:17:38.815 --> 00:17:43.175 answering, not just how many people this property sleeps, but what level. 00:17:43.405 --> 00:17:48.625 And where it sleeps those people answering questions around in 00:17:48.625 --> 00:17:50.585 some markets, how difficult it is. 00:17:50.645 --> 00:17:52.235 Is it to get to the property? 00:17:52.235 --> 00:17:53.465 Do you need 4 wheel drive? 00:17:53.465 --> 00:17:57.095 For example, in ski markets or mountain markets, how close 00:17:57.095 --> 00:17:58.675 you are to certain things. 00:17:59.070 --> 00:18:03.370 But basically imagine as you're a reservationist on the phone, the 00:18:03.380 --> 00:18:07.730 questions you receive over and over again, how many parking passes do I get? 00:18:07.730 --> 00:18:09.470 Or, is it pet friendly? 00:18:09.480 --> 00:18:13.560 Those same exact questions are copy should answer those. 00:18:13.975 --> 00:18:17.725 And a way that, that resonates with an end user. 00:18:18.245 --> 00:18:22.515 And instead you see people trying to again, work in Cabo Villa 00:18:22.545 --> 00:18:23.775 over and over again in the copy. 00:18:24.115 --> 00:18:27.035 That's not what that page isn't going to rank for Cabo Villa. 00:18:27.670 --> 00:18:32.410 That page is going to rank for something with much higher intent or it's going 00:18:32.410 --> 00:18:36.120 to be the page that people navigate to after they found your website through 00:18:36.120 --> 00:18:39.980 another another medium and then now they see that on your own website. 00:18:39.980 --> 00:18:43.150 So it's again, it's just ranking in your own search results, not on Google. 00:18:43.410 --> 00:18:47.160 So make sure the page itself answers the questions of the 00:18:47.170 --> 00:18:49.210 end user and does that well. 00:18:49.270 --> 00:18:53.100 And we see that as much as double the conversion rate on individual pages 00:18:53.100 --> 00:18:55.650 that do this and follow it properly. 00:18:55.885 --> 00:18:58.155 . I feel like we could do a whole nother episode on just descriptions 00:18:58.255 --> 00:19:01.215 yeah, this is like at the end of the the television season where 00:19:01.225 --> 00:19:03.885 you think the show's sober and then they give you one more cliffhanger. 00:19:03.885 --> 00:19:04.215 Yeah. 00:19:04.275 --> 00:19:07.135 Stay tuned for season two to be continued. 00:19:07.895 --> 00:19:10.365 That, that drives a whole nother question that I have, but we'll save it 00:19:10.405 --> 00:19:14.215 for another time in which does it make sense to have a different description 00:19:14.265 --> 00:19:16.455 on the OTAs than your own website, 00:19:17.075 --> 00:19:17.295 David. 00:19:17.335 --> 00:19:17.945 Thanks for coming on. 00:19:17.965 --> 00:19:18.835 I really appreciate it. 00:19:18.925 --> 00:19:20.845 This is going to help our partners a lot. 00:19:21.735 --> 00:19:24.675 It's the Casa cast we're so luxury. 00:19:24.675 --> 00:19:27.860 The Casa cast, they don't want to be us. 00:19:27.960 --> 00:19:34.445 The Casa cast just don't call it in their being B Casa cast. 00:19:35.255 --> 00:19:41.755 We got Orange credo, the Casa cast, our company's nato, the Casa cast created by.