Tripadvisor: Programmatic SEO Case Study
Psssst. Just so you know - this entire section was built using programmatic SEO and this Google Sheet.
Tripadvidor has more than 7,00,00,000 pages indexed in Google for different set of keywords they target. Their programmatically generated pages are so well optimized that whatever you search related to hotels, travel, and places; you will be seeing results from Tripadvisor.
Tripadvisor Overview
Tripadvisor is a travel and tourism company that operates a website and mobile app with user-generated content and reviews of travel-related content. It also includes interactive travel forums. Users can post reviews and opinions of hotels, resorts, flights, vacation rentals, and vacation packages, as well as restaurants and attractions. The company also provides a platform for booking travel and other related services, including booking flights, rental cars, and vacation packages.
Tripadvisor has implemented the techniques of programmatic SEO in the following area(s).
1. Things to do
In this area, Tripadvisor targets things to do in {place} which is informational in nature.
The programmatic pages generated under "things to do" would be considered landing page type.
Let's take a look at some example pages in this area, and how much organic traffic they generate every month:
| Example page | Monthly organic traffic |
|---|---|
| Things to do in Orlando | 183k |
| Things to do in Pigeon Forge | 112k |
| Things to do in Kissimmee | 108k |
Things to do Data Points
A few data points that Tripadvisor uses on these programmatically generated pages are:
- A list of popular things to do
- A list of top attractions in the area
- Some frequently asked questions about the place
- What other travellers are saying
- Top-rated outdoor activities
2. Best hotels
In this area, Tripadvisor targets best hotels in {location} which is commercial in nature.
The programmatic pages generated under "best hotels" would be considered landing page type.
Now we can check out some example pages in this area, and how much organic traffic they get every month:
| Example page | Monthly organic traffic |
|---|---|
| Nashville hotels and places | 34k |
| Fort Lauderdale hotels and places | 35k |
| Las Vegas hotels and places | 52k |
Best hotels Data Points
A few data points that Tripadvisor uses on these programmatically generated pages are:
- Date picker to choose the date of visit
- A list of popular hotels in the area
- Hotels' names for all hotels in the list
- Short descriptions for all hotels in the list
- An image for each hotel in the list
And that is how Tripadvisor uses programmatic pages to generate 226 million organic traffic every single month.