Unit 1 Review

Question 1

What is STR SEO?

Answer 1

Short-term rental Search Engine Optimisation, AKA being seen more frequently on the first page of search on OTA’s.

Question 2

What are the benefits of boosting your SEO

Answer 2

Get seen on the first page of all booking channels more often.

Question 3

How do you increase your SEO

Answer 3

Improve the appeal of your listing as much as possible. Making sure that when people click, they follow through and make a booking.

Question 4

How long do new hosts have an SEO boost on Airbnb for?

Answer 4

60-90 days

Question 5

What do new hosts need to do in the first 60-90 days to ensure they stay on the first page?

Answer 5

Start performing well. AKA get booked and get good (5 star) reviews ASAP.

Question 6

What are the 2 conversion events on Airbnb that make up your overall ‘Booking Conversion’ rate?

Answer 6

1) Search to listing conversion rate. 2) Listing to booking conversion rate

Question 7

How would you describe booking conversions?

Answer 7

The process of turning more people from LOOKING to BOOKING.

Question 8

What is ‘First page impression rate’?

Answer 8

The percentage of the time you show on the first page of the search results.

Question 9

What is a ‘Search to listing’ conversion rate?

Answer 9

The percentage of people who go from seeing your listing on any search page, to clicking on it.

Question 10

What is a ‘Listing to booking’ conversion rate?

Answer 10

The percentage of people who go from looking at your listing page to actually booking.

Question 11

What is a good overall ‘Booking Conversion’ rate?

Answer 11

Higher than your market average. But not significantly higher as that could suggest that you might be too cheap.

Question 12

How can I find my booking conversion rate?

Answer 12

On the insights tab on Airbnb

Question 13

In 2 words, what is the process I go through to increase my booking conversion rate?

Answer 13

Split-testing

Question 14

What variables do I split-test to increase my booking conversion rate?

Answer 14

Cover photo, top 5 photos, title, description, instant book on, reasonable house rules, all photos are great

Question 15

How long do I want to leave each split test for?

Answer 15

30 days

Question 16

Why do I need professional photography

Answer 16

The booking channels are more likely to promote listings with high quality (resolution) photography because it makes their website look good. Plus you’ll attract more guests clicking on your listing which increases overall conversions.

Question 17

What exercise do I need to go though before updating anything on my listing?

Answer 17

Determine your guest avatar

Question 18

How do I determine my guest avatar?

As a new listing

Answer 18

Look at the reviews, title, photos and description of listings in your comp set. Pay close attention to the reviews to see where people are getting the most value.

Question 19

What is a healthy range for overall booking conversion rates?

Answer 19

0.1% - 0.5%

Question 20

What is a healthy range for first page search impression rates?

Answer 20

40% - 60%

Question 21

What is a healthy range for search to listing rates?

Answer 21

12% - 18% (Higher is better)

Question 22

What is a healthy range for listing to booking rates?

Answer 22

1% - 2.5%

Question 23

Why could it be bad if the listing to booking conversion rate is above 2.5%?

Answer 23

They’re probably underpricing. Meaning whomever looks at it, thinks it’s a steal and books right away.

Question 24

Do we do 1 on 1 coaching?

Answer 24

No. All coaching occurs in a group environment however, you do receive dedicated time specific to your questions in that group environment.

Question 25

What is the Airbnb Plus Program?

Answer 25

The Airbnb plus programe is shit. It is essentially Airbnb’s way of locking you in to their system and not going multi-channel. You also lose access to edit your listing and your listing looks different.

Question 26

What is the guest promise?

Answer 26

My Guest Avatar is………………., who are looking for ………………. Experience, because they………………. And I will provide them with ……………….

Question 27

What do you recommend when the search to listing conversions are high?

Answer 27

Trick question. They are supposed to be high, you keep digging for the real issue with bookings.

Question 28

What do you recommend when the listing to booking conversion rate is high?

Answer 28

Check your pricing. This indicates (not guarantees) that the listing is under priced.

Question 29

What do you do if the average first page search impression rate is high?

Answer 29

Throw a party.

Question 30

What do you do if the average first page search impression rate is low

Answer 30

look elsewhere for the problem. Check the search to listing and listing to booking conversions.

Question 31

What do you do if the listing to booking conversions are low

Answer 31

1. Review the first 4 pictures
2. review the balance of pictures
3. review the headlines
4. review the house rules
5. review the cancellation and booking policy
6. check the lisiting copy
7. check the reviews
8. finally, it might be a pricing or minimum stay issue

Question 32

Why do we look at pricing last when reviewing airbnb conversion metrics?

Answer 32

Because price is the easiest lever to pull. We want to use this as a last resort and get the listing itself to perform as well as possible first.