In an increasingly competitive short-term rental market, knowing how to optimize your online ad is a key skill for any owner who wants to maximize their occupancy rate and income. A well-written, well-illustrated and properly referenced ad can make all the difference. In this article, we will explore in depth the best practices to make your ad irresistible to travelers, while ensuring a good search engine ranking.
The importance of a good headline: your first selling point
The title of your ad is the first thing people read. It must capture the attention, make you want to click, and summarize the essential in a few words. Use keywords relevant for SEO, such as the type of property (studio, apartment, house), location, and a main asset (terrace, sea view, jacuzzi…). For example: “Charming studio with terrace in the center of Stockholm” is much more effective than “Studio for rent”.
Also consider inserting phrases that users are likely to search for, such as “Airbnb Stockholm”, “short-term downtown rental”, or “romantic weekend apartment”. This boosts your visibility on Google and rental platforms.
The description: be clear, engaging and precise
The description is your main tool of persuasion. Start with a catchy hook that describes the tenant’s experience, rather than just listing the amenities. Put yourself in the user’s shoes: what is it that they are looking for? What makes you different?
Then, structure your description into several clear paragraphs. Talk about:
- the atmosphere and style of housing
- its location (neighbourhood, proximity to transport, tourist sites)
- the facilities offered (wifi, TV, linen, parking, etc.)
- additional services (self-check-in, breakfast included…)
Don’t forget to use natural keywords, related to your activity and location. For example: “Our apartment for rent in Gothenburg, located in a quiet area close to the center, is ideal for couples or friends.”
Example description of an apartment in Gamla stan
Photos: your virtual showcase
Photos have a huge impact on the click-through rate and bookings. Professional, bright and well-framed visuals make all the difference. Ensure that:
- the accommodation is tidy and clean
- the rooms are well lit, ideally with natural light
- Photos are taken with a good camera or by a professional photographer
Add SEO-optimized descriptive captions, such as “Modern and fully equipped kitchen in our apartment in Malmö”. These descriptions can also be referenced by Google Images, which increases your online visibility.
Feel free to create a virtual tour or video if possible, especially for high-end goods.
The importance of SEO in your ad
Optimizing your ad for search engines generates free organic traffic to your page. Here are the basics of SEO to apply:
- Naturally include targeted keywords in the title, description, and captions of photos
- Update the ad regularly to let Google know that it is active
- Create internal links to other pages of your Swedcohost site, such as your other ads or blog posts
- Get positive customer reviews and ask them to mention specific elements (location, comfort, cleanliness…) that will also serve as natural referencing
Customer reviews: a crucial social proof
Testimonials are an extremely powerful conversion lever. An accommodation with recent positive reviews will be much more likely to get booked. Encourage your hosts to leave a review after their stay. You can also respond to reviews in a warm and professional manner, demonstrating your commitment to quality service.
The more reviews you have, the more credibility and visibility your ad will gain on platforms like Airbnb or Booking.com.
Writing a successful ad takes time, but the results are quickly visible: more clicks, more bookings, and better profitability. By applying good SEO practices, working on your visuals, personalizing your message and focusing on customer reviews, you stand out from the competition.