If you think hotel websites are just for booking rooms, think again! Vinpearl has built a content empire that brings in over 6.6 million organic visitors per month, making it one of the most dominant travel websites in Vietnam.
With nearly 230,000 ranking keywords and a skyrocketing backlink profile, Vinpearl isn’t just competing with other resorts—it’s taking on major travel publications and winning. Let’s break down how Vinpearl turned its blog into a traffic-generating machine that converts searchers into guests.
While Vinpearl has always been dominant in offline tourism, its digital transformation truly took off during COVID-19. When global travel came to a halt, the brand shifted its focus to SEO and organic search, knowing that a strong online presence would be crucial for long-term success.
In January 2020, Vinpearl’s organic search traffic was at 143,149 visitors per month—a respectable number but far from its true potential. Fast forward five years, and that number has exploded to 6,212,753 monthly organic visitors—a staggering 4,240% increase. How impressive it is!
With that level of organic traffic, Vinpearl is no longer just competing with other hotels and resorts—it’s going head-to-head with the biggest OTAs (Online Travel Agencies) and travel giants. Instead of relying on third-party booking platforms, it has built a self-sustaining direct booking ecosystem, reducing dependence on middlemen and taking full control of its customer journey.
In the digital world, content is king, and Vinpearl isn’t just keeping up—it’s rewriting the rules of the hospitality industry. Let’s see the competitive positioning map below:
These aren’t just random words—they’re money-making search terms. People typing these queries into Google are actively looking to book. If you multiply that approach by the thousands of available travel-related keywords and add YouTube search demand, you get a massive, untapped organic traffic opportunity.
But what makes it even more impressive is the number of ranking keywords of Vinpearl. Let’s see the image below:
With these amount of keywords, Vinpearl definitely dominates the search engine rankings in Vietnam, in terms of the travel and tourism industry.
If you break down Vinpearl’s site structure, you’ll see that it’s the informational content—not just hotel booking pages—that brings in the most organic visitors.
In SEO terms, the real traffic winners aren’t always commercial keywords, but the informational ones that create demand and keep travelers engaged with the brand.
Here are some of the key elements that make it work:
This is a brilliant conversion tactic. It taps into the psychology of exclusivity and urgency, making guests feel like they’re getting an unbeatable deal by booking directly on Vinpearl’s website.
Here’s how it is structured:
Secondly, a great website isn’t just about looking good—it needs to connect information smoothly. That’s where Vinpearl’s internal linking strategy comes in.
Let’s say a traveler is reading the article “Phu Quoc resorts: A list of the most beautiful sea-view resorts in 2025” as the image illustrates. The page doesn’t just stop at resort details—it links to other articles:
By creating a web of interconnected pages, Vinpearl ensures that visitors keep exploring—and eventually, book a stay.
The site is linked to by high-authority tourism, travel, and hospitality domains, which tells Google, “Hey, this is a trustworthy site!” These backlinks don’t just boost rankings—they cement Vinpearl’s position as a go-to travel brand. Instead of relying on random, low-quality links, Vinpearl has built a strong, strategic network that helps keep it at the top of search results.
Here’s where things get even more impressive—Vinpearl isn’t just getting backlinks from small travel blogs or local tourism sites. It’s being linked to by some of the biggest websites in the world. We’re talking Apple, CNN, Google, Yahoo, Marriott, Investopedia, and Bing—all of them with sky-high Authority Scores (AS). These aren’t just good links—they’re the kind of backlinks that supercharge SEO and make Google take notice.
Most hotels struggle to get backlinks from even mid-tier travel sites, but Vinpearl? It’s earning credibility from the same websites that dominate the internet. That’s a major reason why its SEO game is so strong. When Google sees trusted sites linking to Vinpearl, it pushes the brand higher in search results, making it even harder for competitors to catch up.
But Vinpearl isn’t just relying on external links—it’s playing the SEO game on another level by leveraging its own Vingroup ecosystem. Instead of waiting for outside sites to link back, Vinpearl is securing powerful backlinks from VinWonders, VinFast, and VinClub—all brands within the same corporate family.
Why is this genius? Well, first, it keeps everything relevant—Google loves links between connected businesses. Second, it boosts all Vingroup-related sites, making the entire network stronger. And finally, it drives traffic internally—someone visiting VinFast (Vietnam’s biggest electric car brand) might click a link to Vinpearl and start planning their next trip.
Focus on a Website with High Speed
Speed is everything in the online travel industry. Travelers expect a seamless, fast-loading experience, and Vinpearl delivers just that. Let’s see the image below, with an LCP (Largest Contentful Paint) of 1.3 seconds and a TTFB (Time to First Byte) of just 0.4 seconds, the website loads almost instantly. This isn’t just great for user experience—it’s a major SEO booster, helping Vinpearl stay ahead in Google’s rankings.
So, how does Vinpearl achieve this blazing-fast performance?
Vinpearl Overview
According to Mordor Intelligence, Vinpearl has long been a market leader in Vietnam’s hospitality and tourism industry, standing among the top 5 most influential brands in the space. As a symbol of luxury, world-class service, and breathtaking resort destinations, it has built a reputation that rivals international names. But its success isn’t just about stunning beachfront resorts or five-star experiences—it’s about strategic brand growth, positioning itself not only as a hospitality giant but as one of the strongest brands in Southeast Asia.
While Vinpearl has always been dominant in offline tourism, its digital transformation truly took off during COVID-19. When global travel came to a halt, the brand shifted its focus to SEO and organic search, knowing that a strong online presence would be crucial for long-term success.
In January 2020, Vinpearl’s organic search traffic was at 143,149 visitors per month—a respectable number but far from its true potential. Fast forward five years, and that number has exploded to 6,212,753 monthly organic visitors—a staggering 4,240% increase. How impressive it is!
With that level of organic traffic, Vinpearl is no longer just competing with other hotels and resorts—it’s going head-to-head with the biggest OTAs (Online Travel Agencies) and travel giants. Instead of relying on third-party booking platforms, it has built a self-sustaining direct booking ecosystem, reducing dependence on middlemen and taking full control of its customer journey.
In the digital world, content is king, and Vinpearl isn’t just keeping up—it’s rewriting the rules of the hospitality industry. Let’s see the competitive positioning map below:
What was the big SEO opportunity of Vinpearl?
Vinpearl transformed itself into an integrator—not just a hotel but a trusted source of travel insights. Why? Because in the world of SEO, Google rewards authority. By consistently publishing original, high-quality content, Vinpearl positioned itself as an industry expert, which boosted rankings, organic traffic, and ultimately, revenue. To understand why Vinpearl invests so much in content creation, let’s break down the search volume of some high-performing keywords it successfully targets:
These aren’t just random words—they’re money-making search terms. People typing these queries into Google are actively looking to book. If you multiply that approach by the thousands of available travel-related keywords and add YouTube search demand, you get a massive, untapped organic traffic opportunity.
But what makes it even more impressive is the number of ranking keywords of Vinpearl. Let’s see the image below:
With these amount of keywords, Vinpearl definitely dominates the search engine rankings in Vietnam, in terms of the travel and tourism industry.
If you break down Vinpearl’s site structure, you’ll see that it’s the informational content—not just hotel booking pages—that brings in the most organic visitors.
In SEO terms, the real traffic winners aren’t always commercial keywords, but the informational ones that create demand and keep travelers engaged with the brand.
How can Vinpearl become a market leader in SEO?
Appear In Every Stages on Guest Journey
Vinpearl didn’t just optimize its website for hotel bookings—it built a full-fledged content ecosystem designed to capture travelers at every stage of their journey. They had to think beyond high-intent keywords like “book Vinpearl Resort”. These are important, but they only capture users ready to book now—which is a small percentage of total searchers. Instead, Vinpearl’s strategy focused on:- People considering a trip to Vietnam – Those still in the research phase but might book in the near future.
- Luxury travelers looking for the best resort experience – They’re not just picking a hotel; they’re choosing an entire vacation experience.
- Families, honeymooners, and adventure seekers – Different audience segments need different content to match their intent.
- Travel enthusiasts & content consumers – People who love travel content may not be booking today, but engaging them builds long-term brand loyalty.
Always Think About the Conversion
A lot of people think SEO is all about getting visitors to your website—but that’s only half the battle. Because what’s the point of all that traffic if it doesn’t actually turn into bookings? The real magic happens after the click. Vinpearl didn’t just focus on ranking high on Google—it made sure that once travelers landed on its website, they were nudged toward booking in the smoothest way possible. You can see how every page is strategically designed to maximize direct bookings while still keeping the user experience seamless.
Here are some of the key elements that make it work:
- Sticky Booking Banners
- Highlighting Offers
- Contextual Prompts in Content
- Trust Signals & Social Proof
- Personalized Tools & Interactive Features like AI-Powered Chatbot
This is a brilliant conversion tactic. It taps into the psychology of exclusivity and urgency, making guests feel like they’re getting an unbeatable deal by booking directly on Vinpearl’s website.
Topical Authority Is a Must
Vinpearl’s success in SEO isn’t just about content—it’s also about building authority, smart site structure, and strategic acquisitions. Ever wonder why Vinpearl’s travel guides and resort reviews rank higher than similar content from big travel magazines? It all comes down to topical authority. Topical authority is an SEO concept where a website becomes the go-to source for a specific subject. Google prioritizes content from specialized websites over general ones. For example, when a major travel magazine like Condé Nast Traveler writes about Vinpearl Phu Quoc, it might seem like their content should outrank Vinpearl’s own website. However, because Vinpearl consistently publishes extensive travel guides, resort comparisons, and tourism-related articles, Google sees it as a dedicated authority in Vietnam’s luxury travel space. This allows Vinpearl to outrank bigger, non-specialist websites for key travel-related searches. In order to become a trusted source for luxury travel in Vietnam, Vinpearl has done the following tasks:- Consistent publishing of in-depth content on hotels, travel tips, and experiences.
- Dense interlinking between travel guides, blogs, and booking pages.
- Earning backlinks from tourism boards, influencers, and media.
A Well-structured Website is the Winner
When it comes to hotel websites, most brands keep it simple—just a booking page, some pretty pictures, and basic resort info. But Vinpearl? It’s playing a whole different game. Let’s take a closer look at what makes Vinpearl’s website so effective. Firstly, ever landed on a website and felt completely lost? That’s never the case with Vinpearl. Its top-level menu is designed to guide users effortlessly, whether they’re looking for a resort, checking out experiences, or searching for travel tips. That’s called silo structure.
Here’s how it is structured:
- Hotels & Resorts – Explore Vinpearl’s luxury accommodations by location:
- Phu Quoc: VinHolidays Fiesta, Vinpearl Wonderworld, Vinpearl Resort & Spa.
- Nha Trang: Hon Tam Resort, Vinpearl Resort & Spa, Vinpearl Luxury, Vinpearl Beachfront.
- Hoi An: Vinpearl Resort & Golf Nam Hoi An.
- Quang Ninh: Vinpearl Resort & Spa Ha Long.
- Experiences – Discover everything Vinpearl offers beyond accommodations:
- Dining, entertainment, spa, golf, amusement parks (VinWonders), and more.
- Offers – Find the latest promotions, discounts, and exclusive deals for direct bookings.
- Meetings & Events – Information on hosting corporate events, weddings, and conferences at Vinpearl locations.
- Vinpearl Membership – Details about loyalty programs, perks, and exclusive member benefits.
- Book Now – A highly visible call-to-action button, ensuring an easy and direct booking process.
Secondly, a great website isn’t just about looking good—it needs to connect information smoothly. That’s where Vinpearl’s internal linking strategy comes in.
Let’s say a traveler is reading the article “Phu Quoc resorts: A list of the most beautiful sea-view resorts in 2025” as the image illustrates. The page doesn’t just stop at resort details—it links to other articles:
- Rainy season in Vietnam: The BEST guide for your future backpacking tour
- Vietnam walking streets: 10 places to head to for a fantastic night out
- Central Vietnam: The TOP 10 must-visit destinations for your getaway
- VinWonders Phu Quoc
- Vinpearl Safari Phu Quoc
- Vinpearl Golf Phu Quoc
By creating a web of interconnected pages, Vinpearl ensures that visitors keep exploring—and eventually, book a stay.
Don’t forget to build the high-quality backlink
Vinpearl isn’t just a big name in Vietnam’s travel industry—it’s a big deal online too. Looking at its network graph, you can see just how well-connected it is in the digital world.
The site is linked to by high-authority tourism, travel, and hospitality domains, which tells Google, “Hey, this is a trustworthy site!” These backlinks don’t just boost rankings—they cement Vinpearl’s position as a go-to travel brand. Instead of relying on random, low-quality links, Vinpearl has built a strong, strategic network that helps keep it at the top of search results.
Here’s where things get even more impressive—Vinpearl isn’t just getting backlinks from small travel blogs or local tourism sites. It’s being linked to by some of the biggest websites in the world. We’re talking Apple, CNN, Google, Yahoo, Marriott, Investopedia, and Bing—all of them with sky-high Authority Scores (AS). These aren’t just good links—they’re the kind of backlinks that supercharge SEO and make Google take notice.
Most hotels struggle to get backlinks from even mid-tier travel sites, but Vinpearl? It’s earning credibility from the same websites that dominate the internet. That’s a major reason why its SEO game is so strong. When Google sees trusted sites linking to Vinpearl, it pushes the brand higher in search results, making it even harder for competitors to catch up.
But Vinpearl isn’t just relying on external links—it’s playing the SEO game on another level by leveraging its own Vingroup ecosystem. Instead of waiting for outside sites to link back, Vinpearl is securing powerful backlinks from VinWonders, VinFast, and VinClub—all brands within the same corporate family.
Why is this genius? Well, first, it keeps everything relevant—Google loves links between connected businesses. Second, it boosts all Vingroup-related sites, making the entire network stronger. And finally, it drives traffic internally—someone visiting VinFast (Vietnam’s biggest electric car brand) might click a link to Vinpearl and start planning their next trip.
Focus on a Website with High Speed
Speed is everything in the online travel industry. Travelers expect a seamless, fast-loading experience, and Vinpearl delivers just that. Let’s see the image below, with an LCP (Largest Contentful Paint) of 1.3 seconds and a TTFB (Time to First Byte) of just 0.4 seconds, the website loads almost instantly. This isn’t just great for user experience—it’s a major SEO booster, helping Vinpearl stay ahead in Google’s rankings.
So, how does Vinpearl achieve this blazing-fast performance?
- Optimized Images & Media – High-quality visuals are compressed and served in next-gen formats like WebP, ensuring fast loading without compromising quality.
- Efficient Caching & CDN (Content Delivery Network) – Data is delivered from the nearest server, reducing load times for users worldwide.
- Minimized JavaScript & CSS – By reducing unnecessary scripts, the website loads quickly without laggy interactions.
- Server Response Time Optimization – A TTFB of just 0.4 seconds means the server processes requests almost instantly.
- Zero Cumulative Layout Shift (CLS = 0) – No annoying content shifts, ensuring a smooth browsing and booking experience.
Key Takeaways
Here are the biggest lessons we can learn from their approach:- Own the Entire Customer Journey in Search
- Appear at every stage of the guest journey—from inspiration to booking and beyond.
- Create content that answers early-stage travel questions, not just direct booking keywords.
- Optimize for both informational and transactional searches to capture all types of search intent.
- Build a Content Hub, Not Just a Blog
- Go beyond hotel listings—publish destination guides, travel tips, and comparisons.
- Structure content strategically to link back to booking pages and promotions.
- Update old content regularly to maintain rankings and capture new search trends.
- Master Internal Linking to Keep Users Engaged
- Connect relevant pages to guide visitors deeper into your site.
- Use internal linking to pass SEO authority between pages.
- Ensure every blog post has a clear path to a booking page or lead capture.
- Speed & Mobile Optimization Are Non-Negotiable
- Improve site speed—Vinpearl’s 1.3s LCP (Largest Contentful Paint) means near-instant loading.
- Ensure a fully mobile-friendly experience, since most travel searches happen on mobile.
- Reduce layout shifts (CLS = 0) to create a smooth, frustration-free browsing experience.
- Backlink Quality Matters More Than Quantity
- Earn backlinks from high-authority domains like Apple, CNN, and Google.
- Leverage your own brand ecosystem (like VinWonders, VinFast) to build a strong internal backlink network.
- Get featured in trusted travel blogs, media sites, and industry directories to strengthen domain authority.
- Optimize for Direct Bookings to Reduce OTA Dependence
- Highlight exclusive deals & perks to encourage direct bookings.
- Use SEO-driven landing pages for promotions, making them discoverable in search.
- Make sure the booking process is fast, simple, and optimized for conversions.
- Track, Measure & Adjust for Long-Term SEO Success
- Monitor organic traffic growth, keyword rankings, and backlink performance.
- Use heatmaps and session tracking to understand user behavior and refine the site experience.
- Continuously test and optimize pages based on real user data and Google algorithm updates.
