Airbnb's SEO Strategy | The $74B Listing Site Breakdown

Last updated: Jun 28, 2023

This video is about Airbnb's SEO strategy and how they use organic traffic to grow their business, with a focus on programmatic SEO and templated pages to target location-based keywords.

This video by Vasco's SEO Tips was published on Jun 3, 2023.
Video length: 21:56.

In this video, Vasco discusses Airbnb's SEO strategy and how they use organic traffic to grow their business.

He explains that Airbnb is a listing directory website that makes money through transaction fees, paying to post listings, and ads. Vasco then dives into Airbnb's SEO tactics, including programmatic SEO and templated pages, which allow them to target as many location-based keywords as possible. He provides examples of Airbnb's URL structure and H1 tags, highlighting the importance of technical SEO.

Overall, this video provides insights into how Airbnb utilizes SEO to acquire users and grow their business.

  • Airbnb uses programmatic SEO to target location-based keywords.
  • Airbnb creates templated pages for different cities, such as Las Vegas, Myrtle Beach, Nashville, San Diego, New York City, Atlanta, and Lake Tahoe.
  • Airbnb uses internal linking to connect the pages of different nearby destinations.
  • Airbnb includes breadcrumbs on their pages to show users their current location within the site.
  • Airbnb leverages user-generated content on their pages.
  • Airbnb has dedicated pages for unique stays such as tree houses, camper rentals, glamping, lighthouse rentals, and beach house rentals.
  • Airbnb's templated pages target location-based keywords such as cabin rentals, beach house rentals, and Airstream rentals.
  • Airbnb has a separate website for luxury rentals, targeting high-end travelers.
  • Airbnb's SEO strategy of using dedicated pages and programmatic SEO has proven to be successful.

Airbnb's SEO Strategy | The $74B Listing Site Breakdown - YouTube

Airbnb

What is Airbnb?

  • Airbnb is a listing or marketplace website where users can choose from available listings.
  • They make money through transaction fees, paying to post listings, and ads.
  • Last year, they made 8.4 billion dollars.
Airbnb

Airbnb's SEO Strategy

  • Airbnb uses programmatic SEO to target location-based keywords.
  • They create templated pages to mass create pages for any location.
  • Their page structure follows the format airbnb.com/cityname/stays.
  • They have dedicated pages for different locations, such as Orlando, Las Vegas, and Miami.
  • These pages have similar structures, with only the URL and H1 changing.
Airbnb

Technical SEO

  • Technical SEO is important for telling search engines what a page is about.
  • Airbnb's pages have H1 tags that indicate the main topic of the page.
  • Some pages have multiple H1 tags, which is not recommended as it can confuse search engines.
Airbnb

Airbnb's SEO Strategy | The $74B Listing Site Breakdown - YouTube

Benefits of SEO for User Acquisition

  • SEO helps Airbnb acquire users without relying solely on paid ads.
  • It allows them to target keywords that their target customers are searching for.
  • SEO is a cost-effective way to drive organic traffic and grow a business.
  • By ranking high on search engines, Airbnb increases its visibility and attracts more users.
  • SEO is a long-term strategy that requires time and effort to see results.
Airbnb

Templated Pages for Location-Based Keywords

  • Airbnb creates templated pages for different cities, such as Las Vegas, Myrtle Beach, Nashville, San Diego, New York City, Atlanta, and Lake Tahoe.
  • These pages have the same layout and design, with the location name and "vacation rentals" as the main keyword.
  • The call to action is placed above the fold, highlighting that they are the top-rated vacation rentals in that specific city.
  • All the pages have similar listings and keywords, such as "Las Vegas homes" or "Miami homes".
  • They also include a guide to the city, such as "Your Guide to Las Vegas" or "Your Guide to Miami".
Airbnb

Internal Linking to Nearby Destinations

  • Airbnb uses internal linking to connect the pages of different nearby destinations.
  • They link to cities that are closer in proximity rather than ones that are far away.
  • This helps with user experience and search engine optimization.
  • The URL structure for all the pages is the same, with "/city/stays" format.
  • Internal linking is relevant and makes sense for both users and search engines.
Airbnb

Breadcrumbs for User Experience

  • Airbnb includes breadcrumbs on their pages to show users their current location within the site.
  • These breadcrumbs help users navigate back to previous pages or sections.
  • Users find breadcrumbs helpful, and it improves their overall experience on the site.
  • Having clean URL structures and relevant internal links are important for search engines and users.
  • Checking the H1 tags, meta image, and site map are also crucial for technical SEO.
Airbnb

Leveraging User-Generated Content

  • Airbnb leverages user-generated content on their pages.
  • All the listings on the site are created by users, not by Airbnb.
  • This user-generated content helps Airbnb scale their business and provide a wide range of options for users.
  • Similar to Canva's design pages, Airbnb uses user-generated content to enhance their platform.
  • As a listing website or marketplace, leveraging user-generated content is essential for success.
Airbnb

Airbnb's Dedicated Pages for Unique Stays

  • Airbnb has dedicated pages for unique stays such as tree houses, camper rentals, glamping, lighthouse rentals, and beach house rentals.
  • These dedicated pages target location-based keywords and have H1 tags that clearly indicate the type of rental.
  • They include user-generated content and internal linking to different parts of the US.
  • Airbnb uses templated pages for these unique stays, allowing them to easily create new pages for emerging trends.
  • By leveraging their brand power and domain authority, Airbnb can quickly rank for new types of rentals.
Airbnb

Airbnb's SEO Strategy for Location-Based Keywords

  • Airbnb's templated pages target location-based keywords such as cabin rentals, beach house rentals, and Airstream rentals.
  • These keywords have high search volumes, allowing Airbnb to attract a large amount of organic traffic.
  • By creating dedicated pages for each type of rental, Airbnb can capture a wide range of related keywords.
  • They capitalize on new trends in renting unconventional houses and create dedicated pages for them.
  • Airbnb's domain authority and brand power help them rank highly for these location-based keywords.
Airbnb

Airbnb's Programmatic SEO for Luxury Market

  • Airbnb has a separate website for luxury rentals, targeting high-end travelers.
  • They use programmatic SEO to create dedicated pages for luxury destinations, such as ski resorts in the French Alps.
  • These pages are templated and have similar structures, with the H1 and URL changing based on the destination.
  • Airbnb ensures that all luxury pages are optimized for search engines and attract organic traffic.
  • Other companies like Canva and Zapier also use a similar SEO strategy for their websites.
Airbnb

Airbnb's Successful SEO Strategy

  • Airbnb's SEO strategy of using dedicated pages and programmatic SEO has proven to be successful.
  • They are able to rank highly for a wide range of keywords and attract a large amount of organic traffic.
  • By leveraging their brand power and domain authority, Airbnb can quickly create new pages for emerging trends.
  • This strategy works for both unique stays and luxury rentals, allowing Airbnb to cater to different markets.
  • Other companies can learn from Airbnb's SEO strategy and implement similar tactics to improve their organic traffic.
Airbnb

Programmatic SEO and Templated Pages

  • Airbnb uses programmatic SEO to target location-based keywords.
  • They create templated pages that are optimized for specific locations.
  • This allows them to rank for a wide range of keywords related to different cities and countries.
  • Their programmatic SEO strategy helps them generate organic traffic and grow their business.
  • By targeting location-based keywords, Airbnb is able to reach users who are searching for accommodations in specific areas.
Airbnb

Branded vs Non-Branded Search Terms

  • Building a brand takes time and is based on content and authority.
  • Airbnb has invested in building their brand through content production, videos, podcasts, and more.
  • Airbnb's traffic is primarily direct, but the second biggest traffic source is organic search.
  • About 14% of Airbnb's traffic comes from search engines like Bing and Google.
  • This organic search traffic plays a significant role in generating revenue for Airbnb.
Airbnb

Keywords and Traffic Trends

  • Airbnb's organic keywords have been decreasing in recent years, but their traffic has been increasing or stagnating.
  • This indicates that they are optimizing their pages for keywords that generate the most traffic.
  • They are not just targeting random keywords, but focusing on the ones that drive results.
  • Airbnb's investment in branded marketing has helped them rank for branded keywords.
  • They have achieved high rankings for keywords with the brand name "Airbnb" in them.
Airbnb

Optimizing Pages for User Search Intent

  • Airbnb optimizes their pages to fulfill the search intent of users looking to rent accommodations.
  • They have pages targeting various types of properties, such as houses, apartments, luxury estates, and more.
  • They also have location-specific pages targeting cities, countries, and even national parks.
  • By targeting a wide range of keywords and search intents, Airbnb maximizes their organic acquisition of users through SEO.
  • This strategy allows them to cater to the specific needs and preferences of their target audience.
Airbnb

Airbnb's SEO Strategy

  • Airbnb uses organic traffic to grow their business.
  • They focus on programmatic SEO and templated pages to target location-based keywords.
  • Listing websites like Airbnb are a great way to gather and aggregate valuable content.
  • Airbnb benefits from user-generated content, which adds to the value of their platform.
  • A proper marketing strategy is essential for making money with a listing website.
  • Starting a business like Airbnb requires a lot of work but can be very profitable.

Watch the video on YouTube:
Airbnb's SEO Strategy | The $74B Listing Site Breakdown - YouTube

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