Search Engine Positioning: Large Vacation Rental Companies Operating Multiple Websites to Dominate the First Page of Search Engines.  Does Google, Yahoo!, MSN Consider this Ethical Business Behavior, or Search Engine Spam?

Over the last couple years, we’ve seen several large vacation rental companies operating multiple websites that target the same line of business, the same consumer, offer the same services, and provide similar, if not identical, website content.  By employing this strategy, these companies have established a powerful network of websites to dominate the few highly sought after positions on the first page of Google, Yahoo!, MSN and other large search engines.  How do the search engines view this business strategy? 

For example, a large vacation rental company, backed by several venture capitalists, recently acquired five or six smaller companies with established websites that have first page visibility and high PageRank’s.  With each new acquisition, the company has been able to expand its inter-link, cross-link network and ultimately power its competition off the first page of the major search engines. 

Is this business behavior fair to smaller companies in the industry that have fewer resources, time and money?  Is the multiple website strategy a way of starving the small business owner into non-existence or, even worse, bankruptcy?  Are multiple websites targeting the same line of business inhibiting search diversity?  Is it intentionally employed to manipulate the true search intent of the consumer?  Is there a need to adopt a similar multiple website approach in order to compete and prevent these large companies from monopolizing certain key search arguments?  Have these large companies legitimized the multiple website model of doing business on the internet?

The subject of operating multiple websites has been fiercely debated by business owners and web developers for quite some time.  From these debates, there seems to be two schools of thought:  1) build one user-friendly, search-friendly website with great content to gain credibility and rise to the top of the search rankings; or 2) build a network of websites targeting same line of business to enhance first page visibility, increase market share, and boost sales. 

Arguments advanced by both sides offer valid points, and there is no overwhelming consensus on which business model is best to employ.  On the one hand, the idea of building multiple websites to target the same line of business is somewhat self-defeating because each sister site is essentially competing with the other for first page visibility.  Moreover, multiple websites owned by the same company likely diminishes consumer trust, credibility, and causes consumer confusion.  Brand dilution is also a side-effect of employing the multiple website strategy. 

On the other hand, if large companies building-out multiple websites, targeting the same line of business, do not explicitly violate the search engine’s ethical guidelines, then there should be nothing wrong with this strategy.  If a company has the time, money and resources to build a network of websites that eliminates competition, increases market share, and significantly boosts sales, then why not employ this business model.  By monopolizing key word search, the network of websites has the capability to channel most consumers in a specific market to its main corporate website or one of its sister sites.  Some would argue, and many have, that this is free market capitalism at its best. 

In the end, it will invariably come down to the business owner’s preference of whether or not to build-out multiple websites for the same line of business.  Unfortunately, we fear that the one website strategy is quickly becoming a broken business model in the vacation rental industry.  Unless, of course, the search engines decide to deem this sort of business behavior unethical and categorize the multiple website approach as search engine spam. 

Who & Why: My extended family and I decided to make Thanksgiving extra-special last year. Moms, dads, aunts, uncles, nieces, nephews – we all piled into one vacation rental cabin for our annual feast.

The Good: The bed configuration was perfect for a large, diverse group. The second floor housed several twin beds dormitory style, which worked very well - and very economically - for the kids. The cabin was also right on the river with spectacular views. The décor was cozy and warm, but not over-the-top. 

The Bad: Since the purpose of our trip was a Thanksgiving feast, the lack of kitchen utensils was a disappointment. There were also instructional signs seemingly everywhere. Some stated the obvious such as “throw trash in the trash can” or “do not have sex in the hot tub.” We found the latter especially inappropriate with the children in tow. The biggest issue to us was the vacation rental home was not dog-friendly, so we had to leave our two teacup Chihuahuas behind.

The Final Verdict: I would return to the same area but choose a different vacation rental home. What I learned: including our furry family members on a family vacation is an absolute must for me.

Who & Why: Tired of the big city event scene, my boyfriend and I and two other couples decided to do something completely different for New Year’s eve. We did a 360 to the mountains and a vacation rental home. Our plan was to cook together, play cards and games, catch up by firelight and do a little site-seeing.

The Good: Our vacation rental cabin seemed tailor-made to our plans. It had both a wood burning stove inside and a fire pit outside, plus a hot tub outside. The kitchen had it all – including a crock pot, blender and cast iron skillets. We ate like kings.  We played pool for hours and enjoyed many of the games in the well-stocked cabinet. The owners also included a very thorough guidebook that was essential in getting us out and about.

The Bad: Upon leaving our vacation rental home, my party was hit with several extra charges. One of them was for damage to the hot tub cover that we weren’t responsible for. Another was for rings left on the unprotected coffee table. We were also criticized for moving the pool table a few inches from the wall in order to actually play. This experience put a bit of a damper on what had been an excellent experience.

The Final Verdict: I would absolutely return to the same vacation rental cabin. The owners’ eagle-eyes for wear and tear ended up being a bit daunting, but they were reasonable with us in the end. What I learned: Having an ideal home base is well worth any minor miscommunications with the owner.

Who & Why: My boyfriend and I and another couple headed to the mountains to celebrate my boyfriend’s birthday. We were looking to really get away in a romantic, secluded atmosphere where we could cook a big birthday dinner and simply hang out.

The Good: Secluded was an understatement. Our vacation rental cabin literally backed up to the Cherokee National Forest. It was amazing. The owners even thoughtfully supplied walking sticks. The bedding configuration was perfect for two couples, with two separate masters. Dogs were allowed, and a land line was provided in case of poor cell reception. Not only was the kitchen well stocked with everything we needed to cook the birthday dinner (including the cake), the large dining room was also the perfect celebration setting. 

The Bad: Everything was so perfect, we didn’t want to leave. Be careful what you wish for! Both our cars were completely stuck. We didn’t find out until the end of our vacation that we weren’t supposed to drive all the way down the driveway to park. A simple sign would have prevented a bit of a nightmare ending to our dream getaway.     

The Final Verdict: I would absolutely return to the same vacation rental home. Now we know the one “catch”, and the owners have remedied the situation for future vacation home renters. What I learned: always ask about any parking or driving pitfalls when dealing with remote terrain. 

Who & Why: Two girlfriends and I were working on a special project together and having a hard time coordinating our busy schedules. We thought spending an afternoon and evening in a secluded cabin away from our daily demands would be a great way to help us focus.

The Good: The vacation rental cabin was gorgeous. It had a modern kitchen, two decks and faced a lake. The décor was mountain-themed in a fresh, clean, uncluttered way.  The beds were comfortable, there were plenty of bathrooms, and even the water pressure in the showers was just right. It was a great atmosphere for getting “centered” and getting a lot done. Our cell phone reception was spotty, but a complimentary land-line was provided in advance for that very reason. It was a consideration that added much peace of mind.

The Bad: The cabin was perched atop a winding mountain, with the nearest source of groceries a small gas station at the very bottom. So once at the cabin, there was no easy or quick way to fetch provisions. We made the mistake of putting one of the women in charge of the food, then not thinking too much more about it. The only food she supplied was salad with no dressing. Breakfast and snacking had not been a part of this particular person’s meal plan.

The Final Verdict: I would absolutely return to the same vacation rental home. What I learned: always ask about the proximity of grocery stores in advance and either plan food better as a group and/or bring my own extra provisions.