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Cottage Holidays sector report 2019

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What our Cottage Holidays Report offers

Latest insights

  • To compete in the Cottage Holidays sector, companies need to produce content around the head keyword ‘cottage holidays’ but also around long-tail keywords such as ‘holiday cottages dog friendly’
  • There is a strong correlation between the reading ease of content and estimated monthly traffic
  • Sykes Cottages uses the most native Facebook videos, and is also the highest-placed company in the Cottage Holidays sector for top-ranking keywords.

What does our Cottage Holidays report cover?

Sector overview

Data shows that search popularity decreases between January and March but picks up until August. It then decreases between August and the beginning of December but increases in the lead-up to Christmas and the New Year. This trend could see the rise in people booking their holiday for the coming year.

The top three keywords that consumers search for in the Cottage Holiday sector are:

 

  • holiday cottage
  • cottages holiday UK
  • Cornwall cottages

 

These keywords are crucial to rank for, and it’s clear that the location of the cottage is important for holidaymakers and customers – the most popular destinations are Cornwall and Devon.

 

Who currently dominates the market?

Sykes Cottages is ranked highest, with 305,000 estimated monthly organic searches. Holiday Cottages follows with 259,200 and close behind is Cottages.com with 247,200. Taking a closer look, Cottages.com and Sykes Cottages share 7,183 keywords between them – 3,794 more than the rest of their competitors.

 

Content types in the Cottage Holidays sector

Content is important in Google’s algorithm, and is a key ranking factor. Data shows that images and reviews appear in 70%-75% of results for the top 20 keywords in the sector. In general, there is a correlation between having a high number of words on the page and a high ranking on Google. However, quality content is just as important as quantity – high-quality, digestible content is essential.

Facebook landscape

In general, competitors that rank highly tend to post frequently on Facebook and use video content. However, Holiday Cottages is an exception as it has the second-fewest Facebook likes among competitors, yet it ranks number one for the term ‘holiday cottage’. This suggests that its SEO strategy is effective.

 

Authority and links

Link building is a crucial part of SEO. The more you are mentioned by other sites using hyperlinks, the more Google rewards you – this is one of Google’s top-three ranking factors.  Domain Authority (DA) is a measure of how authoritative a website is in terms of its backlink profile. The rankings of each competitor based on Domain Authority can be seen below (out of 100):

 

Holiday Lettings – 67

Holiday Cottages – 61

Sykes cottages – 61

Cottages.com – 53

Independent cottages – 38

 

Overall, there is a positive correlation between DA and visibility of a site – the higher the DA, the more keywords it is likely to rank for. For example, Sykes Cottages has a DA of 61 and ranks for 9,800 keywords.

Key takeaways from this report include how having easily digestible and high-quality content can help increase search-engine rankings. It’s also very important to monitor competitors, because the sector has high competition for the keywords people search for.

 

Want more information?

You can download the full report by completing the form above, or contact Ad-Rank Media to discuss this report using the details below.

 

Chad Harwood-Jones (MD)

T: 01442 817080

E: [email protected]

 

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