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Internet retailer


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Large scale search optimization for retailers. What works for Wayfair and how can it work for you.

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Internet retailer

  1. 1. GettingPANDA – WHAT WORKS IN 2012 timesSEARCH, SCALE & found a zillion
  2. 2. Wayfair - The Choice for Home Goods Selection Founded In 2002#50 Internet Retailer Top 500 list (2011) $600 mm online-only retailer5,000,000 5,000 100,000 , ,Products , Brands Products added monthly 2
  3. 3. Let’s start atthe beginning
  4. 4. In the beginning2002: Racks & Stands is born. Proves the concept – selection depthdrives visibility (and revenue!).2003-2009: more and more and more 2002/ 2004 2005 2006 2007 2008 2009 2010 2011 2003 4
  5. 5. The birth of wayfairAs algorithms changed, and our traffic grew, it became clear that weneeded more than csn. We needed a brand. In September of 2011, weintroduced wayfair. 2002/ 2004 2005 2006 2007 2008 2009 2010 2011 2003 5
  6. 6. 225 sites & 5,000,000 products = big challenge Duplicate content Sku growth quality content indexation 6
  7. 7. 301s, canonicalizations, and bears, oh my! skadoosh 7
  8. 8. 5,000,000 is a big number – and it is growing! But we aren’t a hits driven company We thrive on scale But search is a micro-game 8
  9. 9. How do we scale & maximize the tail? We have ed, jeff and sarah focus on the head terms – and the mission critical brand terms – that will help us compete for every home goods purchase. They also focus on the structure & search-friendly implementation.Kris, kate & catie drive ahead editorialcontent. Check out the my way homeblog. It s It’s cool Nancy works on the brand, while trisha brand and samantha work the social. Become a fan: 9
  10. 10. What works? What works at scale? architecture LINKS social 10
  11. 11. architecture CLEAN SIMPLE CENTRALIZEDas we evolved, we had products in dozens of sites and hundreds of categories Thinking evolved categories.through the final categories and what goes where was a mind boggling problem.We also had 50+ category managers who wanted to have input on their categoriesDon’t make a horse designed by committee. Search engines need you to remove doubt. Make iteasy for them. Simple categories. Unique categories. Lots of <rel=canonical> THIS NOT THIS 11
  12. 12. Links, links and links Links are critical to your success. They aid in discovery and visibility for keywords. But, link trades, astro-turfing, link buying and all the other “easy” ways just don’t work. Three “must-do” link building activities: 1. Make content. Internal links count. Blog. O co s cou og Opine. Assert. Crosslink internally. Help google out. 2. Get links from your partners – vendors, drop shippers, anyone that you do business with. 3. Be active. Get press (not press releases, but real press). press) It means that you have to do something awesome. So go ahead and do it already. 12
  13. 13. social Social is hard. It isn’t just tweeting “hey – this chair is on sale!” Social is about engagement. And it all counts. Matt cutts called social links “corroborating signals”. A social link is like someone saying that your page has something worthwhile on it. Social proof is a panda vaccine vaccine. 13
  14. 14. examplesInternal links Social links ARCHITECTURE None of these activities alone would matter all that much, but each strand makes a really strong bridge. 14
  15. 15. Let us know if you’d like to continue the conversation! Tim Kilroy Business Development Wayfair 177 Huntington Ave. Ste 6000 Boston, MA 02115 Direct: +1.617.502.7527 | Fax: +1.617.391.4340 Mobile: +1.617.899.2436 tkilroy@wayfair com | www wayfair com