How Are Digital Ethos Supporting Hostmaker?
Previously Hostmaker managed their online marketing in-house, but due to their rapid expansion and ongoing success, they have reached out for support externally from a digital marketing agency.
Hostmaker first approached Digital Ethos to support their corporate growth on a global scale, focusing on international Search Engine Optimisation and localised content marketing. Hostmaker have plans to enter new markets and focus efforts on launching their presence locally, bringing some exciting pace to the campaign. Initially, Digital Ethos conducted extensive research into Hostmaker, meeting their whole team to discuss and establish KPI’s.
Hostmaker Property Management
Hostmaker offer international property management services, aiming to maximise the property-owner’s revenue and provide their guests with the very best experience. The property management company currently offer services in London, Portugal, Barcelona as well as six other locations worldwide.
Hostmaker’s services offer landlords and holiday home-owners more flexibility and reduced responsibility when it comes to renting out their property for a short-term let. They are present in nine major cities across the world, offering end-to-end management services globally and growing. Hostmaker’s management services surround three key pillars:
– Offering the best 5-star hotel services, including high quality linen, housekeeping cleaning services and concierge services; ensuring guests have a pleasurable and comfortable stay.
– Specialist interior design that injects character into every home, taking hospitality to the next level.
– Daily pricing optimisation that delivers up to 30% higher returns for property-owners.
International Search Engine Optimisation
Search Engine Optimisation is the process of enhancing your website to improve its visibility and ranking on search engine results. For Hostmaker, this process is implemented on an international scale, ensuring search engines like Google can easily identify which country the website wants to target. International SEO consists of optimising URL structure, language-targeted content and building links from local properties.
One of the first steps to ranking well with search engines is tackling Technical Search Engine Optimisation. This focusses on the health of your website, the relevance of its content and the functionality behind its structure.
Our process began with conducting an in-depth audit of Hostmaker’s existing sites; they wanted to understand their areas of weakness and how Digital Ethos could support to overcome these issues. These audits can be a lengthy and an extensive process, consisting of many technical elements. Below are a few fundamental elements Digital Ethos inspected on Hostmaker’s site:
Website structure data errors:
Using Google Search Console, we checked the structure of the website, crawl errors and crawl statistics to highlight any errors or usability issues. We removed ‘no-follow’ links and began to significantly decrease the amount of crawl errors.
We inspected all H1’s, image ALT’s, duplicated content, URL structure, tags and backlinks as part of technical on-site SEO. We removed all toxic URL’s linking to Hostmaker’s site.
Ensuring the site ranks for its own name, optimising snippets and examining indexing status. We dissected the Hostmaker’s site map and examined those sites that weren’t being indexed.
Site speed and bounce rate: Identifying the sites current spend and uncovering any elements that are slowing it down.
On-Page Search Engine Optimisation
On-page ranking factors significantly impact how well your website ranks; a huge component being content and keywords; content must be A) relevant B) linkable C) supply a demand D) regular.
Digital Ethos conducted comprehensive keyword research across international locations for Hostmaker. We understood that too few traffic driving keywords were being used, allowing us to establish which keywords to target for different locations.
We then created in-depth content calendars for the separate locations, focusing on keyword embedded content. This content calendar includes regular blog posts with tailored localised content. This keyword rich content, unique to each location, is translated into the appropriate language to support international SEO.
These tasks are helping to improve the position of Hostmaker for significant keywords such as ‘Host management services’ and ‘professional Airbnb host’.
Off-Page Search Engine Optimisation
Off-page or off-site SEO refers to the strategy taken beyond your website to impact your rankings. This studies how relevant, trustworthy and authoritative your site is. Search engines examine all links leading to your site and distinguishes how reputable those links are.
Following the analysis of Hostmaker’s site, an off-page SEO plan was created, highlighting the need to increase outreach to more influencers to build a stronger back-link profile.
Digital Ethos engaged in manual outreach; the process of physically building links using influencers and relevant sites, by offering them high quality content to share about Hostmaker. Digital Ethos created detailed infographics with localised content that allowed us to begin building citations.
Content marketing and search engine optimisation are integrated mechanisms of digital marketing, you can’t succeed in one without the other. Content marketing starts with a strategy and leads the creation of valuable content that helps communicate to your audience about your products / services and brand messages. Your content should embody brand voice, style, vision and goals.
Digital Ethos’s tactics and execution include the creation, editing and publishing of localised, specific content for the different Hostmaker locations. As previously mentioned Hostmaker’s content calendar aims to build trust between the brand and its customers, educating and enlightening the audience. Check out Hostmaker’s latest blog for London.
As the Airbnb property management company expand into new markets across the globe, Digital Ethos support the research and creation of more localised content for each city. A lot of the Spanish French content focuses on the local letting regulations and licenses needed to let properties in Paris, Cannes, and Barcelona. The Portuguese content highlights whats needed to let properties in Lisbon. Much of the Thai content is to encourage legal lettings in Bangkok and demystify any concerns landlords have about the potential of letting their properties. The Italian content highlights ways to maximise revenue on Florence and Rome properties.
A key aspect of content marketing, and any other digital marketing strategy, is measuring its success. We measure ad monitor different metrics across Hostmaker’s content campaign, studying traffic, engagement, social shares and conversions. We use these data insights to inform and develop our future strategy to optimise our content marketing campaign.