Your Website Strategy For Google’s 2021 Launch

Moving into 2021, Google is changing their algorithm to be based on the user page experience. This will be an influential factor in Google Search rankings moving forward. Even though this was announced about a year ago, most websites will not be set up for success going into 2021. We want to help you change that!

So what does this mean for your SEO and your VRMC website?

In Google’s own words, here is what it means…

The page experience signal measures aspects of how users perceive the experience of interacting with a web page. Optimizing for these factors makes the web more delightful for users across all web browsers and surfaces, and helps sites evolve towards user expectations on mobile. We believe this will contribute to business success on the web as users grow more engaged and can transact with less friction.

This means that they are looking for how usable your website is. In this blog we are going to educate you on the enhancements needed to maximize Google’s results and how a high converting website will help you maximize your conversions. First let’s discuss the elements that will feed into your website experience in 2021:

Core Web Vitals: A combination of three key performance metrics – Largest Contentful Paint, ( An ideal LCP measurement is 2.5 seconds or faster) , First Input Delay ( An ideal measurement is less than 100 ms.) and Cumulative Layout Shift (An ideal measurement is less than 0.1.) – that measure the visual loading, interactivity, and visual stability of a page as it loads for users. You can use Google’s free tool to test out your page speed insights. 

Mobile-Friendliness: Looks at how easy websites are to use and navigate on mobile devices, including the readability of content and whether links and on-page elements are clickable and accessible. You will want your website to be optimized for mobile, as most users are visiting via mobile devices.

This is an example of a TNS premier customer who uses Atlas Commerce.

When looking at mobile friendliness for your vacation rental property management website, having the most valuable links available in your drop down menu is important. A mobile menu will have fewer links than a desktop version so understanding the goals of your website as well as analyzing page traffic through Google Analytics can help you determine which links to include in your menu. Here is an example, if your website’s goal is to convert owners onto your rental program, you will want to have your Property Management page relevant on the menu. This page can house all the other necessary links to convert an owner such as the Get A Quote link or a downloadable Owners Brochure. 

Safe Browsing: Assesses whether a site has issues such as malware, phishing and hacked content, to ensure that users can browse safely. As online threats continue to grow and evolve, it’s important to ensure you’re providing a safe browsing experience for your website visitors to build trust and avoid being filtered out by Google’s advanced tool.

HTTPS: Focuses on whether the connection of a website is secure and if the site is being served over HTTPS as recommended, or not.

Pro Tip: HTTPS is no longer something that is nice to have, it’s something every website must have, and factors into where your website appears in the SERPs. HTTPS was introduced as an added security measure, to ensure confidentiality, integrity, and authentication. While it takes steps to receive HTTPS certificates, it’s worthwhile for every website to attain in order to improve security measures and the overall customer experience.

Non-Intrusive Interstitials: Ensures that crucial on-page content is not obstructed for users as they are browsing. Types of interactive content you may want to consider adding to your site include infographics, assessments, polls, surveys, and interactive videos.

Google’s existing user experience metrics will still be applicable ranking factors.

High Converting Website

If you are not meeting the previously mentioned criteria for good page experiences, it is already hindering your website conversions and your property revenue. For example, at a speed of 2.4 seconds the average conversion rate is 1.9%. At a speed of 4.2% your conversion rate is less than 1%.

Implementing a high converting website can impact your VRMC by creating a more powerful experience leading to higher conversions. Atlas Commerce is an experienced hospitality solution to drive more direct bookings using a conversion-focused e-commerce website and booking engine. The two paired together will help consolidate your property’s technology footprint.

The secure booking engine has a responsible web design that also integrates with most PMS systems, like Track. Our high converting websites will lead your guests to conversion with our easy layout and designs. When they enter your website, they will have clarity of where to find available units to book, amenities, and other relevant information about your property.

Trust Our Expert Designers to Deliver an Amazing Website That Converts

Since 2013, our designers and developers have built and delivered over 350, high performing vacation rental management websites. Built on top of the WordPress enterprise CMS platform, we are able to deliver cost-effective, yet robust websites that rank highly in search, perform well on mobile and are optimized for conversion. Keeping up with website evolution can be a daunting task, but not when you have TNS in your corner.  To learn more about Google’s algorithm change in 2021, or to meet with our team you can visit our website to schedule a meeting.