Deliverables: Content strategy, copywriting, copy editing, art direction | H/T: Caroll Casbeer (marketing strategy, art direction, copy editing); Christa Seabolt (UX design)
BACK STORY | As a lean team with LOTS of competing priorities and only one strategist/writer to fulfill them (yours truly), we needed a pillar page for customer education, pipeline building, and SERP credibility that we could cut up and repurpose across channels.
INSIGHTS While the search landscape has changed since I wrote this in 2021 and “ultimate guides” are out of fashion, they can be repackaged into less clickbaity titles and serve as a first-rate pillar page. If structured thoughtfully and written for real people looking for complete, helpful data, readers (and SERP) will value the content.
RESULTS
The Ultimate Guide became our highest converting landing page and doubled as our most successful SEO play to date. After four months, we hit Google Page 1; after nine months we landed in the Featured Snippet. And 16 months later, it was still Page 1 for “vacation rental investment.” I just Googled “vacation rental investment” again (Jan 11, 2024) and (while I’m sure the current team has been showing it some love) it’s still Page 1, just two posts beneath the Snippet.
“This could be our most successful piece of growth marketing content this year. I appreciate you prioritizing this. Great work!”
ABOUT VACASA
Vacasa was founded in 2009 because one family couldn’t find a full-service property management team to look after their family home as if it were their own — and earn him significant income. By 2018, Vacasa was North America’s largest vacation rental property management firm and started a startup within their startup: Vacasa Real Estate. Vacasa (VCSA) went public via SPAC in Dec. 2021.