doordashs 41m month landing page review with timestamps YoutubeScribe.com

[0:00] DoorDash reported 850 million
dollars in revenue in 2019.
[0:04] And in 2020, that number grew by over 300%
with a reported revenue of 2.9 billion dollars.
[0:12] Now, this crazy growth rate was
mainly fueled by the pandemic.
[0:16] People weren't going to restaurants and
as a result, food delivery exploded.
[0:21] Now, while DoorDash and their adversaries
were all beneficiaries of this growth, DoorDash
[0:26] continued to grow in 2021.
[0:28] And they're rapidly gaining more market
share in the food delivery space.
[0:32] Now, I'd argue that one reason for their consistent
growth is because of their strong presence
[0:37] in organic search.
[0:38] When people search for queries like "food
near me" or "sushi near me," DoorDash is
[0:43] there and their competitors aren't.
[0:45] Just look at the organic traffic
trend for DoorDash vs Ubereats.
[0:49] Ubereats has pretty much always been ahead
in organic traffic until DoorDash nearly doubled
[0:54] search traffic in April 2020.
[0:56] Now, traffic is just traffic.
[0:58] The most interesting thing is the stark
contrast in traffic value.
[1:03] According to Ahrefs Site Explorer, Doordash.com
has a traffic value of nearly 70 million dollars per
[1:09] month or $2.52 per organic visit.
[1:12] Whereas Ubereats' website has a traffic
value of 12.6 million dollars per month.
[1:17] Or $1.48 per organic visit, which is 41% lower.
[1:22] So why the huge difference?
[1:24] Simply put, DoorDash is ranking high for lucrative
queries that millions of people search for every
[1:29] month like "food near me" and various
"[cuisine] near me" queries.
[1:34] And these keyword rankings compound to
millions of monthly organic visits with high
[1:39] transactional intent.
[1:40] As a result, quite a few of their pages have
traffic values of well over a million dollars
[1:45] per month.
[1:46] And from these pages, their "restaurants near
me" page is worth a whopping 41.6 million
[1:53] dollars per month.
[1:54] Compare that to Ubereats' top pages and
you'll see that most of their traffic comes
[1:58] to their homepage which is a result
of a strong brand.
[2:02] Nothing wrong with that.
[2:03] But to put this in perspective, both of these
companies will likely continue to get new
[2:07] customers from word of mouth and other
marketing mediums like social media.
[2:12] But DoorDash will be attracting millions of
new people to their site every single month
[2:18] simply because they're in the search results
when people want to buy food, so in my opinion,
[2:23] they have an edge.
[2:24] Now, business predictions aside, we need to
talk about this $41 million dollar per month
[2:29] page because you're probably wondering
how they managed to pull this off.
[2:33] So in this video, we're going to break down
why this niche is so valuable, why this page
[2:38] ranks so well, do a complete teardown of the
page and give you some practical takeaways
[2:43] to apply to your own site.
[2:45] And I say we because I've invited my friend
Patrick Stox from Ahrefs, one of the best
[2:51] technical SEOs in the business to help us out.
[2:53] Stay tuned.
[2:54] [music]
[2:59] What's up? Sam Oh here from Ahrefs and boy
oh boy, we're really excited to dig into DoorDash's
[3:04] 41 million dollar page.
[3:06] Now, this is kind of different from what we
usually do so if you like this tear down,
[3:10] then first, hit the like button.
[3:12] And if you want to see us do more of these
million dollar per month page tear downs then
[3:17] let us know in the comments because otherwise,
this will probably be the last one you see –
[3:22] at least from us.
[3:23] And hey, if you don't like the video then
feel free to hit the dislike button but at
[3:27] least have the courtesy to tell us why
you disliked it so we can take that into
[3:32] consideration and improve on future videos.
[3:35] Alright, so Patrick, we've got a big challenge
ahead of us today because I want to actually
[3:40] earn these comments because this
video was a ton of fun to prepare for.
[3:44] You ready?
[3:45] Let's do it!
[3:46] Alright, so before we get started, it's important
you understand what we mean when we call
[3:50] DoorDash's "restaurants near me" page
a 41 million dollar per month page.
[3:56] So, the way we came to this number is by
using a metric in Ahrefs called Traffic Value.
[4:00] And Traffic Value represents the monetary
value of a page's or website's Google organic
[4:05] traffic if you were to pay for that
same traffic with Google ads.
[4:10] So it doesn't necessarily mean this page
is making 41 million bucks per month, but
[4:15] the fact of the matter is that traffic value is a
decent proxy into understanding the commercial
[4:20] value of a page.
[4:22] So here's what the format
of this video will look like.
[4:25] First, we'll give you a high level view of the
page and its SEO stats like organic traffic,
[4:30] traffic value, and referring domains.
[4:32] Second, Patrick and I will share our thoughts
on why we think this page ranks well.
[4:37] Third, we'll do a full breakdown of the page
and dig deeper into the metrics to support
[4:41] our hypotheses and we'll finish up
with some key takeaways.
[4:45] So let's get started with the high level
overview of the page and its SEO stats.
[4:50] DoorDash's "restaurants near me" page gets
an estimated 9.1 million search visits with
[4:55] a traffic value of 41.6 million
dollars per month.
[5:00] So that works out to roughly $4.57
per organic visit to the page.
[5:05] And these are probably overestimations because
of the nature of how Google ranks pages for
[5:10] local queries and how keyword research tools
estimate search volume, which is what our
[5:15] traffic estimations are based on.
[5:17] Now, if you have no idea what I'm talking
about, then watch our video on how accurate
[5:22] Google Keyword Planner is and
it should all make sense.
[5:25] Anyway, 4 dollars and change
per visit is pretty high.
[5:29] Sure it's not as high as some other industries
like finance, insurance and law, but let's break
[5:35] it down a bit.
[5:36] Patrick?
[5:36] Yeah, so for any of the "near me" queries, there's
an intent to purchase something whether that's
[5:42] have a contractor or something over
or to go to a store and buy something.
[5:46] Which means there’s a ton of businesses that are competing for your attention.
[5:50] And Google ads, they work like an auction,
so the more businesses that are competing
[5:55] the higher the cost per click.
[5:57] Yeah, I completely agree.
[5:58] It's basically like supply and demand.
[6:01] And you'll see a similar pattern for other
websites ranking for these local queries
[6:05] for in-person consumption.
[6:06] Or basically those "service near me"-type queries.
[6:10] For example, Drizly ranks for "liquor stores
near me" and has a traffic value of 2.1 million
[6:16] dollars per month.
[6:17] And For the People ranks for queries like
"car accident lawyer near me" along with
[6:22] the fat-head keyword, "car accident lawyer" which
gives their page a traffic value of 3.6 million dollars
[6:28] per month.
[6:29] Now, as for referring domains, which are unique
websites that link to the page, there are around 190.
[6:34] I didn't find anything special about
this link profile, did you?
[6:38] The links look mostly low quality - it's
a bunch of coupon sites and scrapers.
[6:43] I don't think that's having any kind of
impact on the rankings of the page.
[6:48] Well, I think that brings us nicely into the next
part which is why this page ranks so well.
[6:53] And there were three main things
that we came up with.
[6:55] The first is that they match intent
better than the rest of the pages.
[6:59] So if you look at the search results from
pretty much any city in the United States,
[7:03] you'll see Yelp, Tripadvisor, some locally relevant
sites and DoorDash in the top 10 results.
[7:09] Now, an interesting observation is that pretty
much all of the search results are lists or
[7:14] directories that show you reviews of different
restaurants in the area — except DoorDash.
[7:20] On top of that, the page itself probably looks
irrelevant in the eyes of Google because when
[7:24] they crawl the page, they're actually seeing
a list of restaurants in Manhattan.
[7:28] So it doesn't really make a whole lot of sense
that it would rank well from an SEO standpoint
[7:33] because the query is locationally dependent,
but the restaurants aren't locationally relevant.
[7:38] And we'll talk about this more.
[7:40] Also, they are the only website that
actually directly transacts with visitors.
[7:45] So they've actually fractured intent in this SERP.
[7:48] Yup, and the second thing we think that's
helping here is the on-page factors.
[7:53] Now, Sam mentioned the fractured intent
[7:55] A lot of these "near me" queries, they're
based on the specific user location.
[7:59] And if you look at these top sites and their titles and their
descriptions - they're specifically targeted towards that area.
[8:06] What maybe happening with DoorDash
is their content is talking about "near me."
[8:10] So their titles, their URLs, everything says "near me."
[8:15] And Google may be looking at this as
more the specific "near me" literal intent.
[8:23] But it could also be fractured in the ... what they
provide - these delivery services - isn't really served
[8:29] by any of the other top pages.
[8:31] Basically, it's meeting the "delivery" intent.
[8:35] And the third factor is PR cycling
through internal links.
[8:38] So in short, when a page gets quality backlinks,
it builds up the authority of the page and as
[8:43] a result, helps it to rank higher in Google.
[8:46] Now, when you have these authoritative pages,
other pages that you link out to with a followed
[8:51] link, also get some benefit from that too.
[8:54] So basically, DoorDash is using internal links
intelligently to pass PageRank or link juice
[9:00] or link equity or value or whatever you want
to call it to this "restaurants near me" page.
[9:05] And we won't get into this now because
it's time for the page teardown.
[9:09] So while the page looks simple at first glance,
it's quite comprehensive in terms of serving
[9:14] the searcher's intent.
[9:16] If you put yourself in the driver's seat of
a person searching for "restaurants near me,"
[9:20] intent becomes clear as you think
of the problem you're trying to solve.
[9:24] First, you have to ask yourself, what do we
know about the searcher and why are they
[9:29] searching for this?
[9:30] To me, I'd think that a) the searcher likely
doesn't have a preference for a specific
[9:35] type of food, otherwise they would have
searched for "italian food near me."
[9:39] And b) they want to go to a restaurant
that's convenient to access.
[9:44] And again, DoorDash is the only result in the
top 10 that's actually offering food delivery.
[9:50] Yes! So they have their main call to action,
which integrates search into their landing page
[9:55] and they serve the intent by giving you localized
results to the nearest metropolitan area.
[10:00] And I think this is an important part of how
they're able to rank a catchall page for these
[10:04] type of queries.
[10:06] Remember, Google isn't seeing specific local
content, they basically are seeing the content
[10:11] for one particular city.
[10:14] But users actually do see all the unique
local content and find it very useful.
[10:21] It's kinda like looking at the tool page - the content
of the page doesn't really tell you much about it,
[10:27] but other signals, specifically user signals, may
give search engines a better idea if this is actually
[10:34] of useful to people or not.
[10:35] Yeah, so what Patrick's talking about are
tools like our free Backlink Checker, it doesn't
[10:39] have that much content on there but it gets
an estimated 245,000 monthly search visits
[10:45] from Google.
[10:46] Or look at this Mortgage Calculator which
pretty much has no content on the page
[10:51] and it gets a ton of search traffic.
[10:53] Yep!
[10:54] So going back to the visitor's problem, the next
thing to consider is how people will use your page.
[11:00] And because we're talking about searchers
looking for restaurants near them, I think
[11:03] people choose restaurants by
scanning key information.
[11:07] So at least the way I do it is by looking
for familiar restaurant names to see if
[11:11] I feel like eating that.
[11:13] Or if I'm traveling in a new area, I'll look at
the star ratings, reviews, and price range.
[11:18] Yeah, I think most people do that or something
similar when doing this research.
[11:24] The way that DoorDash has it laid out - it's
very simple, very clean, it's done very well.
[11:29] Now, once someone has decided on a restaurant
they might want to order from, what do you
[11:33] think they might want to do next, Patrick?
[11:35] They want to know what to eat or
what's good at these restaurants.
[11:39] Yup! And they make this information accessible
with a popular items dropdown and I'm guessing
[11:44] they use their own internal orders
data to populate this section.
[11:48] So despite the fact that their page looks super-
simple, they're actually serving intent perfectly.
[11:53] Now, the last thing I want to say about intent
is that I really like how they have their CTA
[11:57] float with you as you scroll down the page.
[12:00] And because they know that people are there
to find a restaurant and not necessarily buy
[12:05] something from them, they change the CTA text
to "See who delivers to you" instead of something
[12:10] like "Order Delivery" or "First Delivery is free."
[12:14] Yeah, it shows they really understand who their
visitors are and they're committed to giving them
[12:19] a great user experience.
[12:21] Love it.
[12:22] Alright, Patrick, do you want to talk about
the on-page factors because I think you had
[12:25] some pretty interesting things to say.
[12:27] Sure.
[12:28] We know the content isn't locally relevant
but Google's still ranking these pages, right?
[12:34] There must be something there either in the user
signals or possibly like we talked about the very
[12:40] literal "near me" intent that is letting them rank.
[12:44] The title, the H1, the anchor text of the page -
there's a lot of signals that are saying that this
[12:51] is actually relevant content for "near me."
[12:55] And them maybe why they're actually ranking despite
their own page content not really being relevant.
[13:02] Yeah, that's really because you typically
don't need to include these words on your
[13:05] page in order to rank.
[13:08] Alright, so if we keep scrolling down, you'll see
an FAQ which is about DoorDash and I assume
[13:13] this is more for conversion since I'm sure
they hit a ton of people who are new to
[13:17] the DoorDash brand.
[13:19] And finally are a bunch of internal links to
other generic near-me pages they created.
[13:24] And this is the part we were
talking about with PR cycling.
[13:27] Basically, they've created a section in
their footer to "[cuisine] near me" pages.
[13:31] So when any of these pages earn links, PageRank
is passed to other pages in the "near me cluster"
[13:37] so they all benefit from links regardless
of the page that gets it.
[13:42] And if you look at the internal backlinks
report to the "restaurants near me" page,
[13:45] you'll see there are over 190,000 internal links
to this page, including links from the homepage
[13:51] which has a good number of referring domains.
[13:54] Yeah, I think it's working pretty well because all
of their "near me" pages are ranking really well.
[14:00] Yeah, it's crazy.
[14:01] Over 15 million monthly visits to these pages.
[14:04] Bananas!
[14:05] Alright, so Patrick, do you have anything
else you want to add?
[14:08] Just an interesting observation.
[14:11] In my market they actually have a "city" page but
it’s losing out to their “restaurants near me” page
[14:18] which I was kind of surprised about.
[14:20] I figured the near me page in this case would be more
of a catch-all and if there’s more specific local content,
[14:27] that's the one I would expect to win.
[14:29] So, again I’m just kind of surprised that
the catch-all page is the one winning.
[14:34] Yeah, so I think directories typically create
dedicated pages with the city name in their
[14:38] titles and URLs or taxonomies, but Doordash
is clearly having quite a bit of success with
[14:43] the generic "near me" pages.
[14:45] But like you said, they still have
their city-specific pages.
[14:50] The "near me" pages were actually
built after the city pages.
[14:54] I think that kind of confirms that their idea for
these was more of as a catchall until they could
[14:59] build out more specific location pages.
[15:02] So it's like they have this catchall page but
they're using their city pages as a hedge
[15:06] against traffic loss.
[15:08] Yeah. In my opinion, I think they could rank better
if they had more of these directory-style pages,
[15:16] that have more specific local content.
[15:19] But the "near me" pages are interesting because on the
long run they could be really hard to compete against.
[15:24] They're gathering a bunch of links, and I think
over time they just get stronger and stronger.
[15:29] Sounds like you're bullish on DoorDash.
[15:31] Let's wrap things up with some key takeaways.
[15:33] I'll go first.
[15:35] #1. Intent matching goes beyond writing
"similar content" to the top ranking pages.
[15:40] So as cliché as it sounds, you really need
to get into the heads of your visitors and
[15:45] go beyond getting the click.
[15:47] Make your pages actually useful to searchers.
[15:50] And for these important ones that have huge
potential, take time to brainstorm with your team.
[15:55] And that includes other marketing team members,
designers, and possibly devs so you can create
[16:00] the best possible result for your target query.
[16:03] #2. Internal linking is important.
[16:06] Especially when we get a site like this with
a ton of content that's kind of structured.
[16:11] Looking for opportunities to scale your internal
linking can lead to some massive, massive wins.
[16:17] Don't worry about things like overoptimizing your
internal anchor text - that's not really a thing.
[16:22] If it's relevant - you can use it and there's
no such thing as an internal link penalty.
[16:28] In addition, like Sam said, the intent, the relevance
- the anchor text helps with all of that.
[16:35] And last but not least, take calculated
risks – but hedge.
[16:39] Just as Patrick explained about what DoorDash
has done, I doubt they knew that their catchall
[16:44] "near me" pages would rank this well.
[16:47] It was likely an educated guess because it's
not similar to any of the top ranking pages
[16:52] – remember, their page fractured the SERP,
but it's obviously paying dividends.
[16:56] But before they went out and did this, they
already had existing pages for what they
[17:01] knew would work.
[17:02] So their bet was hedged.
[17:04] Now, we'd love to hear your thoughts on DoorDash's
restaurants page, and let us know in the comments
[17:08] if you'd like to see more videos like this one.
[17:10] And of course, if you enjoyed this video,
then make sure to like, share, and subscribe
[17:15] for more actionable SEO and marketing tutorials.
[17:18] I'll see you in the next one, and maybe
Patrick or another SEO will be here with me.

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