MakeMyTrip's simple TRICK to get ~34M monthly traffic!

MakeMyTrip consistently ranks at the top for high volume travel related keywords on Google. Let's learn it's simple strategy to replicate its success and get millions of user traffic!

13th July 2022
2 min read

In a nutshell

MakeMyTrip is a BEAST at SEO!

- $303M revenue in FY22,
- 64% traffic from Google and,
- 34M SEO users each month!

Their top subfolders are:
-/hotels - 8.7M
- /railways - 4.5M
- /flights - 3M
- /bus-tickets - 1.2M

Let's learn how these subfolders bring so much traffic!

Let's take the example of the "Hotels" bucket. The main page of this bucket basically has a search bar tool. All you have to do is enter the details and you'll be shown a bunch of different hotel options. When you arrive on the listicle page, you'll find some filters.

3) These include filters like:
- Beachfront hotels
- North Goa
- Price filters
- 5/4/3 star hotels

Now, what's really cool is that some of these filters have a unique URL that targets a very specific keyword. For example, these keywords can be:
- 5-star hotels in goa
- hotels with swimming pools
- cheap hotels in Mumbai

So, when a user enters a very specific search query, like "hotels in south goa with swimming pool", the MMT page appears at the top.
You will see that both the filters are already selected!
This feature of creating "unique URLs" allows MMT to rank for long-tail keywords.

In SEO, content IS king. But, blogs are not the only way to get amazing SEO results.

Just look at MakeMyTrip. This online travel booking platform made a whooping $303M in FY22. And, was downloaded by 50M users on Google Play.

But, even though they have made a huge name for themselves, over 64% of users still land on MakeMyTrip's website through Google search! That's ~34M users per month!

So, how did MakeMyTrip design a product that naturally ranks for a bunch of high-volume & low-difficulty keywords? Well, their secret is the SEO strategy of creating "unique URLs". In this article, we'll dive deep into exactly this!

Firstly, what does MakeMyTrip do?

MakeMyTrip is an online travel booking platform.

You can book a flight, railway, and bus tickets, as well as cabs. You can even book a hotel, villa or apartment.

So, MakeMyTrip is basically a tool where you can add filters and choose the best flight or hotel of your choice. That's essentially the entire function of the website.

MakeMyTrip SEO case study

How is MakeMyTrip doing SEO-wise?

Let's quickly look at their SEO numbers to find out how MakeMyTrip is doing.

  1. MakeMyTrip gets 33.9M organic traffic each month!
  2. It ranks for 2.6M keywords. Out of which over 99% of keywords are non-branded, meaning they don't include the term "MakeMyTrip" in it.
  3. They have 897K backlinks and a DR of 79.
MakeMyTrip SEO case study

If you look at their top subfolders, you can see they are all organized by the different buckets like:

MakeMyTrip SEO case study
  • - 8.7M
  • - 4.5M
  • - 3M
  • - 1.2M
  • - 1.1M

Let's learn how these different subfolders bring millions of users to MakeMyTrip.

MakeMyTrip's SEO strategy to get 34.5M traffic!

So, MakeMyTrip's strategy is a simple programmatic SEO strategy. Here's how it goes.

At the core of MakeMyTrip's website is this "search" tool.

MakeMyTrip SEO case study

Through this tool, you can select the bucket you want to explore β€” hotels, flights, trains, buses.

Once you select the bucket all you have to do is select the location, and dates, and mark all the necessary filters. And, viola, MakeMyTrip will automatically display a bunch of options matching your preferences.

Sounds simple, right? But, the real question is β€” how does this simple tool rank for 2M keywords? Well, you see the filters are ultimately behind the magic. Let me explain!

  1. Suppose we consider the "hotel" bucket on MakeMyTrip.
  2. Apart from the obvious inputs about the city name, guests, check-in & check-out date, MakeMyTrip also has a bunch of location-specific and general filters.
  3. MakeMyTrip SEO case study
  4. These include filters like:
    • Beachfront hotels ( in Goa - location specific)
    • North Goa (location specific)
    • Price filter
    • 5/4/3 Star hotels
    • Swimming Pools, etc
    MakeMyTrip SEO case study
  5. Now, what's really cool is that some of these filters have a unique URL that targets a specific keyword. For example, these keywords can be:
    • 5-star hotels in goa
    • hotels with swimming pools
    • cheap hotels in Mumbai
  6. So, when a user enters a very specific search query, like "hotels in south goa with swimming pool" this MakeMyTrip page appears at the top.

    URL structure ➝

    MakeMyTrip SEO case study

    You can see that both the filters are already selected at the top. This feature of creating unique URLs with very specific keywords allows MakeMyTrip to rank for these long-tail queries very easily.

    MakeMyTrip SEO case study

    And, it also ultimately benefits the user, since he or she is getting the exact result they are looking for. The same strategy is used for all the other buckets as well.

So, how can you implement this strategy for your startup?

What's really interesting about this strategy is that the entire platform essentially is built on a database of hotels, flights, buses, etc. Each item in the database has all the specific filter details. And, all you have to do is match the users' inputs with these details.

This is basically programmatic SEO at a huge scale (that had the potential to bring $300M in revenue πŸ˜‰). So, unlike BankBazaar, which implements this strategy just for a simple tool, MakeMyTrip uses this for the entire platform.

And, what's awesome is the fact that MakeMyTrip didn't have to create any extra pages to rank for these queries like Canva's SEO strategy. All they did was create unique URLs on top of a base template and that's it!

You can see the same strategy implemented by a bunch of different startups in different industries β€” Nomad List,, Tripadvisor and more!

Here's a simplistic explanation of how you can buildd such a tool:

  1. You first figure out a domain of keywords that a huge number of users search for.
  2. In the case of, the keywords are "best backend jobs", "top mechanical engineering jobs", "telemarketing jobs" etc.

  3. Once you have these keywords, you separate them into different buckets based on their specificity.
  4. For example, the keyword "5-star, 2 bedroom apartments in south Mumbai" is much more specific than say "apartments in Mumbai".

  5. After segregating these keywords, name all the different filters.
  6. Once you are done with the basic research, start building the database with different filters and the search tool!
  7. Make sure each filter query has a unique URL and then you are pretty much ready.
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Let's break it down

1/ What problem(s) did Adobe identify?

Product: CC Express β‡’ 30+ key features

Product page:
- crowded with features
- ranking only for 'brand keywords' i.e. "Adobe" + "CC Express"
- great keywords for features (ex. "resize image" β‡’ 500K/mo), but page not ranking for them

2/ So, what did Adobe do about it?

A) One page for one feature

Feature pages look like this:
a) It starts with a brief intro about the feature, including a link to the product i.e. CTA or call-to-action.
b) This is followed by steps on how to use the feature.

c) Three or more sections describing what you can do with the feature, peppered with CTAs.
d) Finally, a section just having the CTA OR linking to the product.
Of course all through the text, Adobe has smartly infused the keyword along with CTAs.

B) Create Uniform URL structure

All features pages have the same URL structure β€” /<>/feature/<>.

This helps with:
1) Easy for Google to travel through all of these pages
2) Easy to interlink all of these related pages.
3) If the feature pages rank well, the top-level page i.e. /express also benefits from it.

C) Common template

As we saw above, Adobe used the same template for each of its feature pages.Why?

1) Helps Google figure out that these feature pages are related since they have the same theme.
2) Makes it easy for Adobe to keep creating new feature pages.

SEO Masterclass - Canva's strategy that powers 70M+ traffic!

Canva is doing extremely well in terms of SEO. It get's 73.2M organic traffic, has 12M+ backlinks & ranks for more than 5.5M keywords.

The top landing pages (subfolders) that significantly contribute to their website traffic are /create & /template page.

Canva has designed these pages to rank for two sets of keywords with different intent. The intent for the first set of keywords is "Informational". Users are basically looking for information about tools to make/build/create a design/poster/card.

On the other hand, for the second set, the intent is "Navigational". The user is looking to navigate to a particular template page. So they are essentially looking for birthday card templates to eventually create their own cards.

The /create page ranks for the first set, while the /template page ranks for the second set. These pages are divided into categories like logos, poster, flyers. These categories are then further divided into subcategories like marketing, birthday card, business, etc.

All the category & sub-category pages are internally linked. So, Canva can rank for a range of keywords - from generic keywords like "graphic templates" to very niche keywords like "thanksgiving flyer template".

Internal linking also translates the authority juice from top pages to the other pages on the website.

To make sure these category & sub-category pages are easily replicable, Canva uses a simple template where you only have to change a few elements to create a new page.

Why Swiggy Genie was shut down in Mumbai, Bangalore & Hyderabad?

Delivery startups, Swiggy, Zomato etc. are fighting a new war β€” shortage of delivery persons!

When Swiggy suddenly shut down its Genie across Mumbai, Bangalore & Hyderabad, we got curious to know how BIG this problem is.

But, what is Swiggy Genie? Well, Swiggy Genie is one of Swiggy's many services!
You can use Genie to:
1) perform quick pick-ups and drop-offs
2) send something to a friend
3) buy something, etc
So, basically, it works as your personal delivery service!

So, how bad is the Swiggy Genie shortage problem? Let's do some quick math!

- On average, Swiggy receives 1.5M orders/day.
- Now at peak times, the load is increased by 50%.
- So, Swiggy needs to be prepared to deliver => 2.25M orders!

So, do they have enough delivery people?

- Well, if we assume:
a) 45 min delivery/order,
b) and, a 6 hr shift,
c) 70% availability
- Swiggy needs => 2.25*0.75/(0.7*6) = ~400,000 active riders

Currently, Swiggy only has 270,000 riders! That's just 67.5% of what's needed!

So, Swiggy clearly doesn't have enough riders to meet the demand.