What it did
on real domains.

Eleven pages indexed, nine of them product and pricing. Search settled at roughly 115 clicks a month and barely moved for half a year — almost all of it people typing the brand name into Google. Nothing new had gone out since the launch post.

Forty keywords built around how people describe the problem rather than the product — calling without a SIM, second numbers, lines for travel. Two articles a week, published through the API onto the existing marketing site. Time spent after setup: reviewing drafts on a Friday.

Thirteen months on, monthly clicks run around 275 against 42K impressions, up from roughly 115 and 15K before the first article. The three months to Jul 22 total 810 clicks against 123K impressions at an average position of 18.2 — still mostly page two, which is exactly what the next batch has to fix.

Not all of this is the content. An iOS build shipped in the spring and picked up links from a few app roundups, and brand searches grew on their own. The non-brand long tail is the part these articles are responsible for.

Ranked for its own name and very little else — around 30 clicks a month against roughly 5K impressions that were mostly the wrong audience, people looking for the booking platforms rather than a way off them.

Forty keywords aimed at hosts instead of guests: direct booking, platform fees, owning your guest list. Same cadence of two articles a week, same API, rendered inside the existing marketing site.

Impressions have roughly tripled, from about 5K a month to 16K, while clicks went from around 30 a month to 72. The three months to Jul 22 total 202 clicks against 47.1K impressions, at 0.4% CTR and an average position of 16.7 — a lot of visibility on queries these pages do not win yet.

Short-term rental search is seasonal and this window covers two summers, so some of the impression growth would have happened with no new content at all. Clicks per impression is the honest number here, and it has not moved much.