Similar to Houzz’s local SEO strategy, Booking.com can systematically rank for this keyword combination by using structural SEO. Keyword combinations can be at category level searches such as “vacation homes in [Location name],” and also be business profile level ” searches such as [universal’s loews sapphire falls resort] reviews”.
This is my attempt to break down Booking.com’s SEO strategy.
How good is Booking.com’s SEO?
- Valuation: 94.361 Billion (as of June 2021)
- Type: B2C marketplace to book hotel rooms, car rental, and other travel needs.
- Overall traffic: 381.7M visits/mon
- Organic traffic: 84.3M visits/mon (accounts for 22.07%)
Category level: Type of search queries that Booking.com targets
When you Google the following keywords and find Booking.com, what you land on is a listings result page.
Let me explain.
- “Vacation homes in [Location name]”
- “Hotel in [Location name]”
- “Attraction in [Location name]”
- “Resort in [Location name]”
Example: Hotel listings result on the page
- Targeting keyword: “hotels in St Petersburg”
- Result: No. 1
- Destination page: https://www.booking.com/city/us/saint-petersburg.en-gb.html
Business profile level: Type of search queries that Booking.com targets
When you Google the following keywords and find Booking.com, what you land on is a individual business profile page.
- Hotel name
- Attraction name
- Resort name
- Airline name
Example: Universal’s Loews Sapphire Falls Resort‘s profile:
- Targeting keyword: “[universal’s loews sapphire falls resort] reviews”
- Result: No. 6 (see screenshot below)
- Destination page: https://www.booking.com/reviews/us/hotel/loews-sapphire-falls-resort.html
Successful international expansion
Booking.com gets 381.7M visitors/month in overall traffic and 84.3M visitors/month in organic traffic. They rank very well for many keywords by implementing structural SEO and keyword combinations at the category level and business profile level.
An example of keyword combinations at the category level includes “Hotel in [location name]” or “Attraction in [Location name].” When people search for business profiles (hotel name, attraction name, resort name, or airline name), people will land on an individual profile page.
DM me on Twitter for early access
Willie Jiang is the founder of SolarFeeds and SEO growth hacker. He currently resides in Toronto, Canada.