Booking.com (Travel)

Booking.com’s SEO strategy revolves around programmatically creating hyper-relevant pages for every travel search. The site auto-generates pages for nearly every geographic coordinate: cities, neighborhoods, attractions, and accommodations. It pulls live data (room availability, prices, reviews) via internal APIs into these pages.

Additionally, user personalization (logged-in users see recent searches and price alerts) and a robust A/B testing engine continuously refine which page templates convert best.

Strategy

Global travel page generation. Booking.com’s approach ensures there’s a high-quality page for every conceivable search intent (e.g. “hotels near [landmark],” “things to do in [city]”). This leverages their inventory and review database at massive scale.

Execution

Template + tech. Each accommodation page uses structured URLs and schema, with meta-data updated from the API. The site’s engineering teams constantly experiment with landing page layouts to maximize bookings. A fast, mobile-friendly site architecture allows Google to crawl and index their millions of listings.

Results

Unmatched traffic. SEMrush reports ~464M total visits to Booking.com in a recent month (May 2025), with about 281M from organic search. This makes Booking.com one of the most visited sites globally.

Impact

Search dominance in travel. By occupying virtually every hotel/accommodation SERP, Booking.com captures travelers early in the funnel. Their SEO-driven traffic underpins millions of bookings, giving them a virtuous cycle of scale: more inventory and reviews lead to more SEO visibility, which brings more customers.