Marketing Metrics Definitions

Metrics Used in Google Search Console #

Note: To get a clear picture for each client’s unique market position, the most reliable data is month over month or year over year to view progress

Other things to note: GSC only verifies data from the date of verification and is only stored for 16 months at maximum. YOY comparisons are possible as long as it was verified at that time, but going back 16+ months of data is not possible. 

The web interface limits the view of data to 1,000 rows, on large sites this will trim off page and query data. 

1. Impressions
   • Definition: The number of times your site’s URL appears in search results, regardless of whether it’s clicked.
   • Good Number: High impressions indicate strong visibility. For a vacation rental site, 10,000+ impressions per month could be good.
   • Bad Number: Low impressions, such as under 1,000 per month, might indicate poor visibility or issues with SEO.
   • Improvement Steps: Enhance on-page SEO, create relevant content, and optimize for keywords related to vacation rentals.
2. Clicks
   • Definition: The number of times users click on your site’s URL in the search results.
   • Good Number: A click-through rate (CTR) above 2% with 200+ clicks per 10,000 impressions would be strong for a vacation rental site.
   • Bad Number: A CTR below 1% or fewer than 100 clicks per 10,000 impressions might suggest that your content isn’t resonating with searchers.
   • Improvement Steps: Improve meta titles and descriptions, use more compelling language, and align content with search intent.
3. Average Position
   • Definition: The average position of your site’s query level and keyword search. .
   • Good Number: An average position of 1-10 (first page of results) is ideal. For vacation rentals, being in the top 5 positions is often crucial.
   • Bad Number: An average position of 50 or more indicates poor ranking, making it unlikely that users will find your site.
   • Improvement Steps: Conduct keyword research, optimize pages for target keywords, and build high-quality backlinks.
4. Click-Through Rate (CTR)
   • Definition: The percentage of impressions that result in a click.
   • Good Number: A CTR above 2% is generally good, with a target of 5%+ for highly competitive vacation rental keywords.
   • Bad Number: A CTR below 1% might indicate that your site’s snippets aren’t attractive, relevant to users, or ranking low on SERP..
   • Improvement Steps: Enhance meta descriptions, use schema markup for rich snippets, and ensure alignment between search intent and page content.
5. Total Queries
   • Definition: The number of unique search queries that led to impressions for your site.
   • Good Number: A high number of queries, especially 500+ per month, suggests broad keyword coverage and interest.
   • Bad Number: Fewer than 50 queries might indicate limited keyword targeting or poor relevance.
   • Improvement Steps: Expand keyword research, create more content covering diverse topics within the vacation rental niche, and optimize existing content for a wider range of search terms.

Metrics Used in Google Paid Ads Campaigns #

1. Click-Through Rate (CTR)
   • Definition: The percentage of users who click on your ad after seeing it.
   • Good Number: A CTR above 5% is considered good. In the vacation rental industry, a CTR of 5%+ can indicate highly relevant and engaging ads.
   • Bad Number: A CTR below 1% suggests that the ad isn’t resonating with the audience.
   • Improvement Steps: Refine ad copy, keywords bid on, use more relevant keywords, experiment with different ad formats, and ensure that the ad aligns with the user’s intent.
2. Conversion Rate
   • Definition: The percentage of users who complete a desired action (e.g., booking a rental) after clicking on your ad.
   • Good Number: A conversion rate above 2.5% is strong. For vacation rentals, a conversion rate of 1-3% (1 is good, 3 is excellent) might indicate effective ad targeting and landing page relevance.
   • Bad Number: A conversion rate below 1% suggests that the landing page or offer may not be compelling enough.
   • Improvement Steps: Optimize landing pages, use A/B testing for ads and landing pages, and ensure a clear call-to-action that aligns with user expectations.
3. Conversion Value
   • Definition: conversion value is the monetary value you assign to a completed action, such as a sale or lead, that results from your ad campaign. You can use conversion values to measure the overall business impact of your campaigns and make informed decisions about how to allocate your budget.
   • Good Number: Between 2-5%
   • Bad Number – Below 1%
   • Improvement Steps: Mobile optimization, social proof, A/B testing, landing pages, testimonials
4. Cost Per Click (CPC)
   • Definition: The average cost incurred for each click on your ad.
   • Good Number: A lower CPC is generally better. For vacation rentals, a CPC below $1.50 is typically considered good.
   • Bad Number: A CPC above $5 could indicate inefficient bidding or highly competitive keywords that may not be yielding a strong ROI. However, it’s not uncommon to have higher CPCs in vacation rental campaigns. 
   • Improvement Steps: Optimize bidding strategies, focus on long-tail keywords, and improve ad quality scores to lower CPC.
5. Cost Per Acquisition (CPA)
   • Definition: The average cost incurred to acquire a lead through your paid ads, specifically targeting new homeowners for a vacation rental program.
   • Good Number: A CPA below $200 could be considered strong for acquiring new homeowners, as the lifetime value of a homeowner who lists their property can be substantial.
   • Bad Number: A CPA above $400 may be too high, especially if the long-term revenue generated from the homeowner’s listings does not offset this initial cost.
   • Improvement Steps: Optimize targeting, improve ad relevance, and enhance landing pages 
6. Quality Score
   • Definition: A metric used by Google to determine the relevance and quality of your ads, keywords, and landing pages.
   • Good Number: A Quality Score of 7 or above is good. For vacation rentals, a higher Quality Score can lead to lower CPC and better ad placements.
   • Bad Number: A Quality Score below 5 indicates that your ads or landing pages may not be relevant or engaging enough.
   • Improvement Steps: Improve ad relevance, ensure landing page content is closely related to the ad, and optimize for user experience to boost Quality Score.
7. Impressions
   • Definition: The number of times your ad is shown to users.
   • Good Number: High impressions, especially 10,000+ per month, can indicate strong reach within the target audience.
   • Bad Number: Low impressions, under 1,000 per month, may suggest limited audience targeting or low search volume for your keywords.
   • Improvement Steps: Broaden keyword targeting, adjust bidding strategies, and experiment with different ad placements to increase impressions.
8. Ad Rank
   • Definition: A value used by Google to determine the position of your ad in the search results, based on your bid amount, Quality Score, and expected impact of extensions and other ad formats.
   • Good Number: A high Ad Rank (1-3) ensures that your ads appear at the top of search results.
   • Bad Number: A low Ad Rank (10 or more) can push your ad to lower positions or prevent it from showing altogether.
   • Improvement Steps: Increase your bid, improve Quality Score, and use ad extensions to enhance visibility and Ad Rank.
9. Return on Ad Spend (ROAS)
   • Definition: A measure of the revenue generated for every dollar spent on ads.
   • Good Number: A ROAS of 4:1 or higher is ideal, meaning you earn $4 for every $1 spent on ads. In the vacation rental industry, a higher ROAS is often necessary to cover the costs associated with bookings.
   • Bad Number: A ROAS below 2:1 indicates that the campaign may not be profitable.
   • Improvement Steps: Focus on high-performing keywords, refine targeting, and improve ad and landing page conversion rates to boost ROAS.

Metrics Used in Social Media Ads Campaigns #

1. Click-Through Rate (CTR)
   • Definition: The percentage of users who click on your ad after seeing it on social media platforms.
   • Good Number: A CTR above .5% is generally good for social media ads. In the vacation rental industry, a CTR of 2%+ can indicate effective targeting and ad relevance.
   • Bad Number: A CTR below 0.5% suggests that the ad content might not be engaging or relevant to the audience.
   • Improvement Steps: Enhance ad creatives, experiment with different messaging and visuals, and refine audience targeting.
2. Conversion Rate
   • Definition: The percentage of users who complete a desired action (e.g., booking a rental) after clicking on your social media ad.
   • Good Number: A conversion rate above 1% is typically strong. For vacation rentals, a conversion rate of 3%+ might reflect well-optimized campaigns.
   • Bad Number: A conversion rate below 0.5% could indicate issues with the landing page or offer.
   • Improvement Steps: Optimize landing pages, create a clear and compelling call-to-action, and ensure alignment between the ad and the landing page content.
3. Cost Per Click (CPC)
   • Definition: The average cost incurred for each click on your social media ad.
   • Good Number: A CPC below $1 is often considered good. In the vacation rental industry, aiming for a CPC of $0.50 or less can help maintain a healthy ROI.
   • Bad Number: A CPC above $2 might suggest that your ad isn’t performing efficiently.
   • Improvement Steps: Refine ad targeting, improve ad relevance, and test different bidding strategies to lower CPC.
4. Cost Per Conversion (CPC or CPA)
   • Definition: The average cost to acquire a conversion (e.g., booking a rental) through your social media ads.
   • Good Number: A CPA below $30 is ideal for vacation rentals, depending on the value of the booking.
   • Bad Number: A CPA above $75 could indicate that the campaign isn’t cost-effective.
   • Improvement Steps: Optimize ad targeting, improve the user experience on landing pages, and test different ad creatives to lower CPA.
5. Engagement Rate
   • Definition: The percentage of users who interact with your ad (likes, shares, comments) relative to the number of people who see it.
   • Good Number: An engagement rate above 2% is strong. For vacation rentals, higher engagement (3%+) might indicate that your content resonates well with your audience.
   • Bad Number: An engagement rate below 1% suggests that your ad may not be connecting with users.
   • Improvement Steps: Create more engaging content, use interactive elements like polls or videos, and target a more relevant audience.
6. Impressions
   • Definition: The number of times your ad is displayed on social media platforms.
   • Good Number: High impressions, such as 20,000+ per month, can indicate good reach within the target audience.
   • Bad Number: Low impressions, under 5,000 per month, may suggest poor targeting or low ad visibility.
   • Improvement Steps: Broaden audience targeting, increase your ad budget, and use ad placements that maximize visibility.
7. Reach
   • Definition: The number of unique users who see your ad on social media.
   • Good Number: High reach, like 15,000+ unique users, is beneficial for brand awareness in the vacation rental market.
   • Bad Number: Low reach, under 3,000 unique users, might indicate limited audience targeting or ad budget.
   • Improvement Steps: Expand your targeting criteria, increase ad spend, and ensure your ads are optimized for the platform’s algorithms.
8. Video View Rate
   • Definition: The percentage of users who watch your video ad compared to the number of impressions.
   • Good Number: A view rate above 25% is strong, especially for video content promoting vacation rentals.
   • Bad Number: A view rate below 10% suggests that the video may not be engaging or relevant.
   • Improvement Steps: Create more engaging video content, use compelling thumbnails, and keep videos concise and relevant to the audience.
9. Ad Frequency
   • Definition: The average number of times a single user sees your ad.
   • Good Number: An ad frequency between 1.5 to 3 is generally optimal; it ensures the ad is seen enough to be memorable without causing ad fatigue.
   • Bad Number: A frequency above 5 can lead to ad fatigue, causing users to ignore or negatively interact with your ad.
   • Improvement Steps: Rotate ad creatives regularly, set frequency caps, and monitor audience reactions to avoid oversaturation.

Metrics Used in Content Creation #

Note: It’s not uncommon to see quarterly dips or big jumps in traffic based on the client and their destination. For example, if it’s a winter destination, we might see higher than usual traffic in fall/winter with a dip in spring/summer. This wouldn’t be cause for alarm so long as QoQ we’re seeing growth.

1. Organic Traffic
   • Definition: The number of visitors who arrive at your website through unpaid search results.
   • Good Number: A steady increase in organic traffic month-over-month or year-over-year is a positive sign for a vacation rental site.
   • Bad Number: Stagnant or declining traffic, especially under 1,000 visitors per month, indicates the need for improved SEO or content strategy. However, this number is heavily influenced by seasonality. 
   • Improvement Steps: Optimize existing content for SEO, create new content targeting relevant keywords, and focus on content distribution through social media and other channels.
2. Time on Page
   • Definition: The average amount of time visitors spend on a particular page.
   • Good Number: An average time on page above 2 minutes is strong, especially for content that requires more in-depth reading, such as blog posts or guides related to vacation rentals.
   • Bad Number: An average time on page below 30 seconds could indicate that the content isn’t engaging or relevant.
   • Improvement Steps: Create more engaging and informative content, use multimedia elements like videos or infographics, and ensure that the content meets the visitor’s intent.
3. Pages Per Session
   • Definition: The average number of pages a user views during a single session on your site.
   • Good Number: An average of 3+ pages per session is strong, indicating that visitors are exploring multiple pieces of content.
   • Bad Number: An average of fewer than 2 pages per session suggests that visitors aren’t engaging deeply with the site.
   • Improvement Steps: Improve internal linking, suggest related content, and create content hubs to encourage users to explore more pages.
4. Conversion Rate (for Content)
   • Definition: The percentage of users who take a desired action (e.g., sign up for a newsletter, download a guide) after engaging with content.
   • Good Number: A conversion rate above 2% is strong, particularly if the content is designed to drive specific actions like booking a vacation rental or signing up for an offer.
   • Bad Number: A conversion rate below 1% might indicate that the content isn’t persuasive or relevant enough.
   • Improvement Steps: Enhance the call-to-action, ensure the content aligns with user intent, and use persuasive language and visuals to increase conversions.
5. Keyword Ranking
   • Definition: The position of your content in search engine results for specific keywords.
   • Good Number: Ranking on the first page for targeted keywords is ideal. For vacation rentals, being in the top 5 positions is crucial for visibility.
   • Bad Number: Ranking beyond the third page (positions 30+) means the content is unlikely to be seen by searchers.
   • Improvement Steps: Optimize content for target keywords, update and improve existing content, and build backlinks to enhance authority.
6. Content Engagement Rate
   • Definition: The level of interaction users have with your content, including comments, likes, shares, and time spent on the page.
   • Good Number: An engagement rate of 3%+ is strong, indicating that users find the content valuable. High engagement often correlates with better rankings and more social shares.
   • Bad Number: An engagement rate below 1% suggests that the content isn’t resonating with the audience.
   • Improvement Steps: Create more interactive and relevant content, ask questions to encourage comments, and use compelling visuals and stories to draw users in.
7. Lead Generation
   • Definition: The number of leads generated from content marketing efforts, such as filling out a contact form or subscribing to a newsletter.
   • Good Number: Consistently generating 50+ leads per month from content can be a strong indicator of success in the vacation rental industry.
   • Bad Number: Fewer than 10 leads per month may indicate that content isn’t effectively driving conversions.
   • Improvement Steps: Offer valuable lead magnets (e.g., travel guides, discounts), optimize content for lead generation, and use strong calls-to-action to encourage sign-ups.

Metrics Used in Email Newsletter Marketing #

1. Open Rate
   • Definition: The percentage of recipients who open your email.
   • Good Number: An open rate above 20% is generally strong. In the vacation rental industry, aiming for an open rate of 25%+ can indicate that your subject lines and sender reputation are effective.
   • Bad Number: An open rate below 15% suggests that your emails may not be catching recipients’ attention.
   • Improvement Steps: Test and optimize subject lines, personalize emails, and segment your audience to ensure content relevance.
2. Click-Through Rate (CTR)
   • Definition: The percentage of recipients who click on a link within your email.
   • Good Number: A CTR above 2.5% is strong. For vacation rentals, a CTR of 5%+ indicates that your email content is driving engagement.
   • Bad Number: A CTR below 1% suggests that your content or call-to-action isn’t resonating with recipients.
   • Improvement Steps: Improve email content, make CTAs more prominent, and ensure that links lead to valuable and relevant content.
3. Conversion Rate
   • Definition: The percentage of email recipients who complete a desired action (e.g., booking a rental) after clicking a link in your email.
   • Good Number: A conversion rate above 1.5% is strong for email marketing. For vacation rentals, a conversion rate of 3%+ would indicate highly effective email campaigns.
   • Bad Number: A conversion rate below 0.5% suggests that your landing page or offer may not be compelling enough.
   • Improvement Steps: Optimize landing pages, align email content with user expectations, and use persuasive language and visuals.
4. Bounce Rate (Email)
   • Definition: The percentage of emails that are not successfully delivered to recipients’ inboxes.
   • Good Number: A bounce rate below 2% is ideal, indicating a clean and accurate email list.
   • Bad Number: A bounce rate above 5% could indicate issues with your email list quality or delivery.
   • Improvement Steps: Regularly clean your email list, remove invalid addresses, and use double opt-in methods to ensure list accuracy.
5. Unsubscribe Rate
   • Definition: The percentage of recipients who opt out of receiving your emails.
   • Good Number: An unsubscribe rate below 0.5% is healthy, indicating that your content is relevant and valuable.
   • Bad Number: An unsubscribe rate above 1% suggests that your emails may not be meeting recipients’ expectations.
   • Improvement Steps: Segment your audience, personalize content, and ensure that emails provide clear value to reduce unsubscribes.
6. List Growth Rate
   • Definition: The rate at which your email list is growing.
   • Good Number: A list growth rate of 2%+ per month is strong, indicating that you are consistently adding new subscribers.
   • Bad Number: A stagnant or negative growth rate suggests that you’re losing subscribers as quickly as you gain them or not gaining new subscribers at all.
   • Improvement Steps: Use lead magnets, encourage social sharing, and run referral campaigns to grow your list.
7. Email Sharing/Forwarding Rate
   • Definition: The percentage of recipients who share or forward your email to others.
   • Good Number: An email sharing rate above 1% can indicate that your content is valuable and share-worthy.
   • Bad Number: A sharing rate below 0.1% suggests that your content isn’t compelling enough to be shared.
   • Improvement Steps: Include clear and easy-to-use sharing buttons, create highly valuable content, and encourage sharing within the email.
8. Email ROI (Return on Investment)
   • Definition: The revenue generated from email marketing compared to the cost of the campaigns.
   • Good Number: A positive ROI, such as $40 earned for every $1 spent on email marketing, is a strong indicator of success.
   • Bad Number: A negative ROI or a ratio under 1:1 suggests that the campaigns may not be profitable.
   • Improvement Steps: Optimize campaigns for higher conversions, reduce costs by focusing on the most effective strategies, and use data to drive decisions.
9. Spam Complaint Rate
   • Definition: The percentage of recipients who mark your email as spam.
   • Good Number: A spam complaint rate below 0.1% is ideal, showing that your emails are relevant and welcomed.
   • Bad Number: A spam complaint rate above 0.2% can harm your sender reputation and email deliverability.
   • Improvement Steps: Ensure compliance with email marketing laws (e.g., CAN-SPAM), use clear and honest subject lines, and provide an easy opt-out process.

Metrics Used in Link Building #

1. Number of Backlinks
   • Definition: The total count of external links pointing to your website from other domains.
   • Good Number: For a vacation rental site, accumulating over 500 quality backlinks can be strong, contributing to higher domain authority and better search rankings. However, it takes a long time to achieve this number. Most clients build 1-3 links per month. 
   • Bad Number: Fewer than 100 backlinks, especially from low-quality or irrelevant sites, may indicate insufficient link-building efforts.
   • Improvement Steps: Focus on creating valuable content that naturally attracts links, reach out to industry-specific sites for guest posting opportunities, and engage in partnerships with local businesses or influencers.
2. Referring Domains
   • Definition: The number of unique domains that link back to your website.
   • Good Number: Having over 100 referring domains from relevant, authoritative sites is ideal for building domain authority.
   • Bad Number: Fewer than 20 referring domains, especially if they are not authoritative, can limit the impact of your link-building efforts.
   • Improvement Steps: Diversify your link sources by targeting different industries and niches related to vacation rentals, and focus on acquiring links from high-authority sites.
3. Domain Rating (DR)
   • Definition: Domain Rating (DR) is a proprietary SEO metric by Ahrefs. It represents the strength of the website’s backlink profile on a logarithmic scale from 0 to 100, with the latter being the strongest.
   • Good Number: A good Domain Rating (DR) from Ahrefs is relative and depends on how it compares to similar sites. A general rule of thumb is that a DR is good if it’s higher than or comparable to similar sites. 
   • Bad Number: A bad Domain Rating (DR) from Ahrefs is relative and depends on how it compares to similar sites. A general rule of thumb is that a DR is bad if it’s lower than or comparable to similar sites. 
   • Improvement Steps: Get high-quality backlinks,create valuable content, audit your link profile, restore lost link equity, avoid multiple links from the same website, and avoid links from websites with higher spam scores
4. Anchor Text Distribution
   • Definition: The variety and relevance of the clickable text in a hyperlink that points to your site.
   • Good Number: A balanced anchor text profile with a mix of branded, generic, and keyword-rich anchors is ideal. For vacation rentals, a good mix might include anchors like “vacation rentals,” “your brand name,” and “click here.”
   • Bad Number: An over-optimization of exact match keywords (e.g., “cheap vacation rentals”) or too many generic anchors can harm SEO.
   • Improvement Steps: Encourage natural, varied anchor texts in link-building efforts, avoid over-optimization, and monitor your anchor text profile regularly.
5. Linking Root Domains
   • Definition: The number of unique domains linking to your site.
   • Good Number: Having links from 50+ unique root domains, especially from authoritative and relevant sites, is beneficial.
   • Bad Number: Fewer than 10 linking root domains may indicate a lack of diversity in your link-building efforts.
   • Improvement Steps: Pursue links from a wider variety of domains, including industry blogs, local directories, and media sites, to enhance domain diversity.

Metrics Used in SEO #

1. Organic Search Traffic
   • Definition: The number of visitors who arrive at your website through unpaid search engine results.
   • Good Number: A consistent increase in organic traffic month-over-month, with 10,000+ visitors per month for a vacation rental site, is a strong indicator of successful SEO efforts.
   • Bad Number: Less than 2,000 visitors per month or a declining trend indicates weak SEO performance.
   • Improvement Steps: Optimize on-page SEO, improve content quality, build more backlinks, and regularly update and expand your keyword strategy.
2. Keyword Rankings
   • Definition: The position of your website in search engine results pages (SERPs) for specific keywords.
   • Good Number: Ranking in the top 5 positions for high-value keywords relevant to vacation rentals (e.g., “best vacation rentals in [location]”) is ideal.
   • Bad Number: Ranking beyond the third page (positions 30+) for your target keywords suggests poor visibility and low click-through potential.
   • Improvement Steps: Enhance on-page SEO, build quality backlinks, and create content that targets and matches search intent for those keywords.
3. Click-Through Rate (CTR)
   • Definition: The percentage of users who click on your website’s link after seeing it in the search engine results.
   • Good Number: A CTR above 3% for organic listings is strong. For vacation rentals, aiming for a CTR of 5%+ on targeted keywords can indicate good alignment between search intent and your content.
   • Bad Number: A CTR below 1% suggests that your meta titles or descriptions may not be compelling or relevant.
   • Improvement Steps: Optimize meta titles and descriptions, use schema markup to enhance search snippets, and ensure that your content meets search intent.
4. Bounce Rate (Organic)
   • Definition: The percentage of visitors who leave your site after viewing only one page, specifically from organic search.
   • Good Number: A bounce rate below 40% for organic traffic is strong, indicating that users find your content engaging.
   • Bad Number: A bounce rate above 70% suggests that visitors aren’t finding the content useful or relevant.
   • Improvement Steps: Improve the relevance and quality of landing pages, enhance user experience, and include clear calls-to-action to keep users engaged.
5. Average Session Duration
   • Definition: The average amount of time visitors spend on your site in a single session.
   • Good Number: An average session duration above 2.5 minutes is strong for vacation rental sites, indicating that users are engaging with content.
   • Bad Number: An average session duration below 1 minute could indicate that the content isn’t engaging or relevant.
   • Improvement Steps: Create more engaging content, use multimedia elements, and ensure that pages load quickly and are easy to navigate.
6. Pages Per Session
   • Definition: The average number of pages a user views during a single session on your website.
   • Good Number: An average of 3+ pages per session is strong, suggesting that users are exploring multiple parts of your site.
   • Bad Number: An average of fewer than 2 pages per session indicates that users may not be finding what they’re looking for.
   • Improvement Steps: Improve internal linking, suggest related content, and ensure that each page offers a clear path to further exploration.
7. Conversion Rate (Organic Traffic)
   • Definition: The percentage of visitors from organic search who complete a desired action, such as booking a rental or filling out a contact form.
   • Good Number: A conversion rate above 2% for organic traffic is strong. For vacation rentals, a rate of 5%+ would be ideal.
   • Bad Number: A conversion rate below 1% may indicate that your landing pages aren’t effectively converting visitors.
   • Improvement Steps: Optimize landing pages for conversions, align content with user intent, and improve the clarity and appeal of calls-to-action.
8. Indexed Pages
   • Definition: The number of your website’s pages that are indexed by search engines.
   • Good Number: Having all relevant pages indexed (e.g., 100+ pages for a large vacation rental site) ensures that search engines can find and rank your content.
   • Bad Number: A significant number of pages not being indexed or having a low percentage of total pages indexed could indicate technical SEO issues.
   • Improvement Steps: Ensure proper use of sitemaps, avoid duplicate content, and use internal linking to help search engines discover all relevant pages.
9. Page Load Time
   • Definition: The average time it takes for a web page to fully load.
   • Good Number: A load time of under 3 seconds is ideal, especially for a vacation rental site where users expect quick access to property listings and images.
   • Bad Number: A load time of more than 5 seconds can lead to high bounce rates and lower search rankings.
   • Improvement Steps: Optimize images, use a content delivery network (CDN), reduce server response times, and streamline code to improve load times.
10. Crawl Errors
    • Definition: Issues that search engines encounter when trying to access pages on your site.
    • Good Number: Zero or very few crawl errors indicate a well-optimized site that search engines can easily access.
    • Bad Number: Frequent crawl errors can prevent search engines from indexing your content, leading to lower rankings.
    • Improvement Steps: Regularly monitor and fix crawl errors using tools like Google Search Console, ensure all links and URLs are correct, and maintain a clean and up-to-date sitemap.