Instituting best practices for SEO copy

Problem

• I was working with the SEO team to optimise the title tag copy we used on the city, region and country landing pages so that Booking.com would rank higher in organic search results. 

• We optimised copy for English, but not for the other 42 languages we support, because we did not have an easy way to research, write and compare title tag content in a locally-relevant way. 

• We needed a way to empower writers to craft higher quality content in multiple languages. 

My role

• Worked with my product team and the company language specialists to build a tool for comparing traffic for keywords across the different languages we support.

• Collaborated with my project manager and developers to define the variables and phrase types that would be relevant for SEO title tags and ultimately develop the templates the tool would accept.

• Created an educational deck and ran multiple training sessions to teach language specialists how to write for SEO and to use the tool we built to validate their work.

• Trained UX writers working in relevant areas to use the tool to level-up their content.

• Wrote Booking.com’s first-ever SEO writing guidelines for UX writers and language specialists.  

Outcomes

• The tool and writing guidelines are still used by SEO teams to save time and resources while delivering locally-relevant content that converts prospects to users.

• It allowed me to coordinate 130 SEO title tag A/B tests in one quarter, resulting in traffic and booking increases across a broad range of languages.

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