Jeff is a real estate agent who sells vacation rentals in The Outer Banks. His clients range from one time renters to repeat vacationers who bring their family and need large homes. Since his profit comes from repeat business Jeff offers a different level of service to repeat customers who rent his luxury homes consistently than he does to a new customer who is looking for something inexpensive for a quick getaway.

With the help of his SEO Company Jeff put a different call to action on his rental pages based on which visitors he wants to see them. He offers only an online reservation tool for inexpensive rental homes and live chat and a 1-800 number that goes directly to his cell phone for more expensive rental homes.

Jeff’s SEO firm developed a strategy to optimize the luxury rental pages with high end keywords and his cheap vacation rentals with keywords that reflect cheap, discount, or bargain rentals.

After collecting 6 months of data, Jeff’s SEO Company noticed that repeat customers didn’t usually return to his site by typing the URL into the address bar or book marking the website. They actually came to his site by searching in Google for the name of his website. Jeff optimized a select set of pages on his site for the company name and website name that he would most want his returning buyer to find in the search engines. By using this optimization strategy Jeff created membership without having to develop private log in/password driven components to his site.

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