One record everything else copies from. When two sources disagree about you, a machine trusts neither. Fill this in first, then correct everything else to match it, character for character.

Copy it, character for character, to:

• Your site footer
• Google Business Profile
• Airbnb
• Vrbo
• Booking.com
• TripAdvisor
• The visitor bureau listing
• Facebook and Instagram bios
• Anywhere else that names you:

The sentence most operators refuse to write. It names who the place suits and who it does not, and it is what a machine quotes when it matches you to a guest. The second half is the hard one, and it is the half that does the work.

A ________ for ________. Not suited to ________.

Four that work:

Three drafts. Circle the honest one.

Where it goes: the first line of your about page, the first line of your Google description, the first paragraph of every listing.

A machine can only repeat a number somebody published, and the numbers it has were measured from the middle of town. Measure yours from your own door. A number from your door wins, because it answers the question that was asked.

Where your guests drive from:

Guests drive in from , about hours.

Guests drive in from , about hours.

Put the table on the page guests land on most, as text a machine can read, never as an image.

A big event creates a search that did not exist last month, and the answer goes to whoever wrote the page for it. One page per event, with the specifics that fit that trip. Your city's events are listed in your city report at staystrategy.co/cities.

Somebody asks every market whether the quiet months are worth it, and almost nobody publishes an honest answer. That makes this the cheapest page there is to win.

My quiet months

What my nightly rate drops to

What stays open nearby

What closes

Weekly or monthly stays, and the price

The weather, in degrees and rainfall

Who the quiet stretch suits

Open your sent folder. Every question you have answered three times by email is a page you have not written, and the machine answering it now is guessing.

The page: the question is the heading, the fact is the first sentence, one specific after it. One page per question.

For most small properties, more people see the Google listing than see the website, and most of its fields are empty. Every empty field is a question answered by somebody else.

• Claimed, and you can sign in
• Primary category is the specific one, cottage over lodging
• Secondary categories added
• Hours set, including check-in hours
• Every attribute answered, including the nos
• Description starts with your sentence from sheet 2
• Twenty or more photos, current, one per room, plus the exterior and the parking
• Every question in the questions section answered
• A reply on every review from the last year

Your facts, written where software reads them without guessing. Copy the block, fill the blanks from sheet 1, and paste it into the head of your page inside a script tag with type set to application/ld+json. Then check it at search.google.com/test/rich-results.

The property. Use Hotel or BedAndBreakfast in place of LodgingBusiness if that is what you are.

{
  "@context": "https://schema.org",
  "@type": "LodgingBusiness",
  "name": "____________________",
  "url": "____________________",
  "telephone": "______________",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "____________________",
    "addressLocality": "________________",
    "addressRegion": "____",
    "postalCode": "________"
  },
  "checkinTime": "__:__",
  "checkoutTime": "__:__",
  "petsAllowed": _____,
  "priceRange": "$___ to $___"
}

The questions page, from sheet 6:

{
  "@context": "https://schema.org",
  "@type": "FAQPage",
  "mainEntity": [
    {
      "@type": "Question",
      "name": "________________________________?",
      "acceptedAnswer": { "@type": "Answer", "text": "____________________" }
    },
    {
      "@type": "Question",
      "name": "________________________________?",
      "acceptedAnswer": { "@type": "Answer", "text": "____________________" }
    }
  ]
}

petsAllowed takes true or false with no quotes.

Machines cross-reference. Sources that disagree cancel each other out, so this sheet is a slow walk through everywhere you appear, checked against sheet 1.

Being named in an answer often sends no click, so a traffic chart can stay flat while this works. Count the naming instead. Ask the same question on the same day each month, and write down what came back.

My question: where should we stay in for

Twenty minutes at a time, in this order. A line is done when the sheet it points at is full and the words are published where the sheet says they go.

1. Sheet 1, the facts. An hour, once.
2. Sheet 7, Google. An afternoon.
3. Sheet 2, the sentence. An hour, and the hardest one here.
4. Sheet 6, the question pages. A day of writing, spread out as you like.
5. Sheet 4, the event pages. An hour per event.
6. Sheet 5, the off season page. An hour.
7. Sheet 3, distances onto your pages. An hour.
8. Sheet 8, schema. Two hours, or hand it over.
9. Sheet 9, everywhere else. Tedious. An afternoon with coffee.
10. Sheet 10, the log. Ten minutes a month, from now on.

If your free check scored you under 35, do the first two and ignore the rest until they are done. The check is at staystrategy.co/check.