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Report Updated September 2020
We’re taking a trip with this sector report, venturing into the realm of the holiday rental and cottage market. The aim? To see who’s performing best with their online marketing strategy. Inside the report, you’ll discover whose SEO is built on solid foundations and whose needs a major renovation.
We investigate the need-to-know metrics, including visibility, page speed, and keyword opportunity. All of which are crucial for understanding how your brand performs online. We also look into the lesser-known metrics, such as social score and brand reputation. These are metrics you’re going to want to look at.
If you’re a holiday cottage provider and want to come out the lockdown in flying colours, get this report. Use the form above and claim your free copy today.
The holiday cottage market has, perhaps surprisingly, increased by a total 9% this year. But of course, there will always be winners and losers in any industry report. So, who’s adapted well to a strange year and who’s lost out?
Winners include the likes of Cottages.com and Independent Cottages, who increases as much as 180%! Not too shabby!
Interestingly, a number of bigger brands saw losses this year, such as Sykes and Home Away. And we’re not talking small losses either, in some cases they were as drastic as -25%.
If you want to know where your brand ended up on our visibility league table, get the free report now!
Here is a quick rundown of the top 10 sites:
In every industry, high competition represents those hard to reach opportunities that could provide a healthy stream of profit if you were to conquer them. Of course, the landscape behind these opportunities means many brands will struggle to top the search results.
However, it helps to understand what these high competition keywords are and what sites are already achieving them. This way, you can understand what is needed to get to the top and reap the rewards.
It’s for this reason we include a high competition keyword analysis in our report. Use this to spy on the top brands and get to grips with what’s expected of industry leaders.
With no surprise, the most competitive keyword is ‘holiday cottages’. This keyword receives over 90k searches a month and is fuelled with tons of commercial intent. Perform on this keyword and you’re likely to see huge gains.
Many of the big players in this report achieve good spots on this sought-after keyword. Holidaycottages.co.uk and Sykes take first and second, allowing them to reap all the benefits of its massive volume.
Interestingly, some of the lower visibility brands have got positions for this keyword. Independent Cottages and Original Cottages have all achieved first page rankings. Awesome work! Despite being lower down in the visibility league table, they’re smashing it for the main keyword. However, this indicates they may have let other keywords and queries slide in their campaign, however.
If you want to see more keywords like the above, as well as who’s ranking on them and how, get your hands on the free report now. Use the form above.
As well as difficult opportunities, the report also dives into the easy, low-hanging fruit opportunities that brands can use to work around their main competition. These lucrative keywords have high search volume but low competition, making them perfect for the underdog’s SEO campaign.
If you want to get access to this practical list, download the report now. However, for now, here’s a few quick hints for the holiday cottages market.
One of the main phrases that kept popping up in our report was ‘log cabins’. Some of the monthly volumes for log cabin-specific searches were reaching as high as 14K. Yet, when looking at the SERPs, many of the brands on this report were nowhere to be seen.
Additionally, specific features such as hot tubs were included in some of the keywords, creating a lot of potential long-tail opportunities smaller brands could use to get ahead of the game.
Although this is obvious, many brands were not optimising very well for locations. Terms like ‘Lake District’ and ‘Peak District’ were being added as modifiers on the end of a lot of keywords. Many brands seem to have missed out on a solid location strategy.
The good news is we’ve done most of the groundwork. So, jump in and score big in SEO this year with this report now.
Social media is incredibly important in this day and age. I shouldn’t have to speak about this much but, if you’re not on social, you’re going to fall behind.
To drive home this importance, we perform a social analysis on all the holiday cottage brands in this report. We combine both social scores and brand mentions to create an essential metric you can use to effectively gauge your competitors’ social media performance.
In our report, we discovered Hoseasons so be the best in terms of overall social score. However, this was skewed slightly by their massive amount of brand mentions. For social score alone, English Heritage was performing the best socially with the owned social score of 1798. They have over 1 million followers across multiple platforms.
The only problem is that English Heritage is not exclusively tied into holiday cottages – they also provide days-out and a whole host of other services. This becomes truer when you look at their socials. The majority of posts are about scenic views and old castles, which get thousands of likes. There isn’t much going on in terms of cottages, despite the offering. But it certainly shows that widening your social content strategy could reap rewards.
Sallys Cottages would be the next best if you were to analyse the socials of a brand that only offers cottages. They have a social score of 1310. All the pictures they post get anywhere from 200 to 1000 likes, which isn’t bad for Facebook. If you’re looking for a holiday cottage brand that’s doing pretty well on social, these are the ones to watch!
If you want to take a look at socials performance for the holiday cottage industry in full, get the free report using the form at the top of this page.
With the introduction of E-A-T, displaying strong trust signals is super important. One way you can go about this is by including product reviews on your website.
Of course, you’re going to want to ensure these reviews are good before doing this, so bumping them up and obtain more 5-star reviews is a must.
Because reviews are so important in the current SEO landscape, we perform a reputation analysis using Trust Pilot reviews of all the holiday cottage brands in this report. This way, you can see who’s doing the best and what strategies they’re using.
Here are the top 5 brands who are crushing it in terms of online reputation:
Page speed is essential in 2020 and beyond. If you’ve got a slow site, both your conversions and SEO will suffer. So, keeping up with it is a must.
Because page speed is so important, we performed a complete speed analysis of all the brands in this report. Go ahead and see the fastest site in your industry with our report. We’d argue choosing the best performer and looking to mimic their methods for competitive page speed.
Here’s what PageSpeed Insights identified as the top 5 fastest holiday cottage brands:
Read more about the importance of page speed here.
No, this report is free. Just like all the other reports we produce. These reports help us to build relationships with brands in specific industries. Feel free to download your free copy with the form above.
Not all brands meet our thresholds when we put these reports together. If your brand is missing from this report, get in touch asap and we can include your brand in a personal report.
If you want to know anything about the report or are curious about how we can create a bespoke SEO strategy for your brand, get in touch today.