My Method… How Vrbo used videos to increase its search visibility

We know that “search” is more than just the Google search bar. Any platform with a search bar has the ability to reach your target audience. To meet this need, Peaceful created “Content Play”, an easy way to turn written content into video content and extend a brand’s social presence with fast production time, reduced costs and a professional look.

In the travel industry, there are still opportunities on the table. From hotels and activities to flights and packages, there is no shortage of search demand beyond Google itself.

Moreover, with 82% of all internet traffic comes from video content and 64% of users are more likely to buy after watching a videowe have the opportunity to diversify traffic to more direct areas and generate more bookings.

The challenge

Vrbo wanted to increase their brand’s visibility in searches on platforms other than Google, as well as grow their social presence with useful and trusted SEO content.

The strategy

Like YouTube daily page views per visitor
are nearly 9.8 million and nearly 14% of all its traffic comes from search, we thought why not turn written content into an asset that gets results regardless of platform? And even further, why not make it a video asset?

Using our self-sustaining proprietary process and asset library, Pacific quickly created SEO-optimized scripts and storyboards, transforming Vrbo Family Destination Guides into five visually stunning and professional videos, each linking to a US family destination guide landing page with kid-friendly activities ready for YouTube and other social media.

Each video was directly uploaded to YouTube from Vrbo with SEO optimized descriptions, tags and assets for each chapter.

The results

The videos were uploaded at the end of July 2021, and after six months, we saw all the videos rank under “Suggested Videos” and have the following rankings for the following videos.

On Youtube:

  • San Diego
    • San Diego Kids Activities (#7)
    • Things to do with kids in San Diego (#8)
    • Best things to do with kids in San Diego (#7)
    • Children in San Diego (#7)
    • Family Activities in San Diego (#5)
  • Orlando
    • What to do with kids in Orlando (#4)
    • Kid-Friendly Activities in Orlando (#12)
  • myrtle beach
    • Things to do with kids in Myrtle Beach (#1)
    • Kids Activities in Myrtle Beach (#4)
  • Fate
    • Things to do with kids in Destin (#2)
    • Activities for children (#6)
    • Kid-Friendly Destiny (#5)
  • Gatlinburg
    • Kid-Friendly Gatlinburg (#9)
    • Gatlinburg with kids (#6)
    • Family Gatlinburg (#9)

And on Google:

  • Gatlinburg – We rank “things to do with kids in Gatlinburg” as a normal YouTube result in the search engine results page (SERP).
  • Destin – Ranking in the Videos section of the SERP for “things to do with kids in Destin” and “things to do for kids in Destin”; ranking as a regular YouTube result for “family things to do in Destin”

In conclusion, by providing professional, succinct and entertaining videos that are equipped with all the relevant and proper SEO elements, including transcripts, titles, descriptions and more, Vrbo has seen its rankings and visibility on YouTube and Google increase rapidly. And this solution was relatively simple and efficient since it used existing family destination guides as the content of the videos.