Getting found a zillion times
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Wayfair, founded in 2002, has evolved to offer over 5 million products and increased visibility through a focus on search engine optimization and brand development. The use of Bloomreach has enabled Wayfair to drive revenue growth by enhancing its online presence and improving keyword diversity without extensive manual effort. This strategy helps Wayfair compete effectively in the home goods market by maximizing both head and tail keyword opportunities.
Getting found a zillion times
- 1. Getting found a zillion times Search and scale – A Love story
- 2. Wayfair - The Choice for Home Goods Selection Founded In 2002 #51Top 500 list (2010) $550mm Internet Retailer online-only retailer 5,000,000 5,000 100,000 Products Brands Products added monthly 2
- 3. Let’s start at the beginning
- 4. In the Beginning 2002: Racks & Stands is born. Proves the concept – selection depth drives visibility (and revenue!). 2003-2009: More and more and more! 2002/ 2004 2005 2006 2007 2008 2009 2010 2011 2003 4
- 5. The Birth of Wayfair As algorithms changed, and our traffic grew, it became clear that we needed more than CSN. We needed a brand. In September of 2011, we introduced Wayfair. 2002/ 2004 2005 2006 2007 2008 2009 2010 2011 2003 5
- 6. 225 sites & 5,000,000 products = Big Challenge Duplicate content Sku Growth Quality Content Indexation 6
- 7. 301s, Canonicalizations, and Bears, oh my! SKADOOSH 7
- 8. 5,000,000 is a big number – and it is growing! But we aren’t a hits driven company We thrive on scale Any part of the tail is too small to touch 8
- 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 and Catie drive ahead editorial content. Check out the My Way Home Blog. It’s cool. Nancy works on the brand, while Trisha and Samantha work the social. Become a fan: www.facebook.com/wayfair As great as these people are, there is a limit to how much they can scale. 9
- 10. Enter Bloomreach How long to implement? What do you get? About 20 man hours When you do it 5,000,000 times, these internal links make a pretty strong bridge. 10
- 11. What else do you get? Thematic pages built from your own catalog – your products pointed at a new keyword Olive kitchen rug: LOW search volume Where do you want to Kitchen Rug: 60,500 monthly Wayfair #4 deploy your human Wayfair #1 resources? 11
- 12. The results We love this growth We broke it here…d’oh! 12
- 13. Recap – thinking about scale Bloomreach allows Wayfair to drive revenue through head and tail terms. They help us capture visitors and dollars that we may have missed. Internal links and Thematic pages give us keyword diversity without having to manually create new pages. We are able to extend our vitality in the tail. Bloomreach allows us to focus our resources on the business critical issues that drive our revenue growth, while Bloomreach keeps us visible in the long tail. That is a good thing. We’ve got a zillion things to discover. Get shopping! 13
- 14. 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