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#SEJSummit

@kristan_bauer

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Kristan Bauer Director of SEO at Zillow

Current role: Director of SEO at

Zillow

Area of expertise: Enterprise SEO

(6+ years)

Brands I’ve worked with: Google,

Amazon, National Geographic,

Trulia, Express, Allrecipes.com

3 Takeaways

#SEJSummit

@kristan_bauer

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Understand your

audience

Create meaningful content

& enhance the search

experience

Make your content

discoverable

Let’s get it straight!

Local SEO does not always equal local searcher intent.

• Local SEO relies on the local pack and brick-and-mortar

location.

• Local searcher intent is understanding how users search

and how to provide them meaningful content around

location based queries.

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@kristan_bauer

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For example… home shopping!

People looking for homes have a very unique search pattern.

Everything revolves around an address, building or neighborhood (typically)

…it’s local, but it’s not a traditional commercial storefront.

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@kristan_bauer

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Address = Home

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@kristan_bauer

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Home = Localized Content

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@kristan_bauer

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#SEJSummit

@kristan_bauer

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Stores should use localized content…

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#SEJSummit

@kristan_bauer

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Do your research!

Let’s start with user

research…what does

your audience care

about?

#SEJSummit

@kristan_bauer

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Use personas to

help inform user

research

• What do people care about?

• Where are they present?

• What are their searching patterns?

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@kristan_bauer

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Local and mobile go hand-in-hand.

Where and how is your

audience searching?

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@kristan_bauer

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Mobile is

important for

local!

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@kristan_bauer

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Mobile is

important

for real

estate!

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#SEJSummit

@kristan_bauer

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Transform user research into content

topics

What content should we

focus on?

79% Home shoppers found

detailed property information useful

37% Home shoppers

found neighborhood information useful

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@kristan_bauer

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People search for schools

Source: Google Keyword Planner

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@kristan_bauer

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Include relevant information

Determine the what,

how and where you will

display this content.

#SEJSummit

@kristan_bauer

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#SEJSummit

@kristan_bauer

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Ask yourself…

Is this scalable? Enterprise level sites need to

understand what kind of

content is scalable and should

be scaled.

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@kristan_bauer

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People want to know how schools are in their

neighborhood?

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@kristan_bauer

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People visiting a new city want to know what are the

popular things to do?

#SEJSummit

@kristan_bauer

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Work with development teams to

implement

• Determine what content will be

shown and where it will live

• Build an infrastructure for the

content

• Design the UX and visual layout

• Create your new content and

launch

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#SEJSummit

@kristan_bauer

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Get it indexed – technical SEO basics

• Internal linking

• XML Sitemaps

• Crawlable

• Optimized SERP presence (title

tags & meta descriptions)

• Performance and page speed

• Schema.org markup

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@kristan_bauer

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Mobile first! Ensure your content is mobile

friendly.

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@kristan_bauer

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Common mistakes • Content is slow

• Content isn’t linked to

• Content isn’t relevant

• Poor user experience

• Not mobile friendly

• Content or links are loaded client-side

only (this is a loaded topic…)

• No coordination with other marketing

channels (social, SEM, etc.)

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@kristan_bauer

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Monitor for

impact

Benchmark pre-launch

metrics

Monitor user engagement

Monitor traffic & rankings

Understand search

performance

Refine & revise -

continue to adjust

#SEJSummit

@kristan_bauer

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In summary… Better information = happy shoppers

3 Takeaways

#SEJSummit

@kristan_bauer

SPONSORED BY

Understand your

audience

Create meaningful content

& enhance the search

experience

Make your content

discoverable

#SEJSummit

@kristan_bauer

SPONSORED BY