Digital marketing, SEO and social media all revolve around content. In the world of timeshare, how can you create content that matters to owners?
Creating content is a matter of understanding audiences and targets. If you want to increase traffic to certain pages of your website, you need to use certain keywords. From our previous two series in Timeshare SEO Strategy, we know that defining audiences is the first step towards more targeted content development. Keywords let you address certain types of visitors and direct them to pages of your website that interest what they are looking for. Once they get to those pages, how do you keep them engaged? We develop timeshare content for our clients that is focused, exciting and familiar to the language that owners are used to.
Create and Deliver Better Content
There are two things to remember when building the content part of your timeshare SEO strategy.
Tip #1: Create Focused Content
Content is key to a high-performing SEO strategy. In the older days of SEO, more content was king. Now the quality of your content determines how much you rule in the eyes of your visitors. You can spend an entire marketing budget on purchasing high volumes of low quality content, or you can hire temporary copywriters to help you curate the type of content that will be best for your visitors.
When creating content, it all goes back to your story and keywords. Social media, trending topics, popular customer questions and your best selling products should help you come up with a list of topics to go with your keywords. Some content topics for our timeshare golfer example include:
- Best Timeshare Resorts for Golfers
- Family Excursions Near Golf Resorts
- Hottest Courses and Resorts for Spring Golf Getaways (It always helps to create a good headline!)
To help you organize what content should be in place, use a content map to identify pages that need content. With a branded style guide, you can match keywords, content and style for well-formulated topics that match your target audience’s story.
You can download a sample of our content map by clicking here.
If you create a lot of content that seems similar, try to combine the content you have into one area of the website and then branch out by looking at different keywords that fit into your audience’s story. By developing more authentic content, you appeal to your audience’s interests and show authority, which is important to ranking in Google.
Tip #2: Deliver “Readable” Content
How do you determine “readable” content? It goes back to audience. In this case, there are two big audiences that help us define what’s readable.
- User readable
- Search engine readable
The user is not looking for any specific type of code when they read content. They are mostly looking for guidance. Some ways to guide users include:
- Bolded text
- Bullet lists
- Grammar and spell check
The formatting of your content is highly engaging when it allows a reader to get a sense of what the article is about without having to dig into the details. Longer articles also tend to get more views as long as it stays within a 2-3-minute read, which is about 700 words.
The bullets above are important to do for style and context purposes, but it’s also so that search engines can “read” your content as well.
However, search engines read differently with crawlers. Crawlers look for code to describe moments in your content. This code is typically grouped under on-page SEO or SEO markup. These include:
- Page titles
- Meta descriptions
- Social media meta data (“Twitter cards”)
- Image tags
- Header tags
- Alt tags
- HTML code issues
- Server errors
An SEO specialist is adapt at creating readable content for both users and search engines, but you likely also want to talk to a developer who works closely with marketing teams to lay out your on-page and off-page fundamentals. Some tools like PageSpeed Insights, SEMRush, Raven Tools and Moz are helpful if you have never thought about on-page tools.
Here is a simple metadata markup:
<meta name=”description” content=”Explore top timeshare resort packages near designer golf courses in Puerto Vallarta. ” />
<meta name=”keywords” content=”golf resorts, golf timeshare resorts, golf vacations, designer golf courses, PGA resorts, golf packages” />
<meta name=”author” content=”metatags generator”>
<title>Golf Timeshare Resort Packages | Puerto Vallarta </title>
Note: See more examples and build your own markup with a metadata code generator tool like Groovy Meta.
Tip #3: Entertain with Video and Photos
Throughout your content, you want to create an experience with unique photos and videos that help display the information as well. People are attracted to photos with bright imagery in timeshare. It’s also about people. As you deliver content about your resort, show people enjoying the different parts of your resort and how they interact.
One great example of a site with the perfect mix of imagery is Loews Hotel. Each photo on the main home page has a caption that speaks to what’s happening in the imagery. Once clicked, the imagery continues to weave through the webpage allowing a visitor to get a full picture. These pictures instantly click and speak to what Loews wanted the visitor to experience.
Stay tuned for Part 4 of our series, Timeshare SEO Strategy: Social Media Matters.