Getting found a zillion timesGetting found a zillion timesSEARCH, SCALE & PANDA – WHAT WORKS IN 2012

Wayfair - The Choice for Home Goods Selection

Founded In 2002

#50Internet Retailer $600 mm#50 Top 500 list (2011)$600 mm online-only retailer

5,000,000 5,000 100,0002

, ,Products

,Brands Products added monthly

Let’s start at the beginning

In the beginning

2002: Racks & Stands is born. Proves the concept – selection depthdrives visibility (and revenue!).

2003-2009: more and more and more

2002/ 2003 2004 2005 2006 2007 2008 2009 2010 2011

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2003 2004 2005 2006 2007 2008 2009 2010 2011

The birth of wayfair

As 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/ 2003 2004 2005 2006 2007 2008 2009 2010 2011

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2003 2004 2005 2006 2007 2008 2009 2010 2011

225 sites & 5,000,000 products = big challenge

Duplicate content Sku growth

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quality content indexation

301s, canonicalizations, and bears, oh my!

skadoosh

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5,000,000 is a big number – and it is growing!

But we aren’t a hits driven company

We thrive on scale

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We thrive on scaleBut search is a micro-game

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 goodsthat will help us compete for every home goods purchase. They also focus on the structure & search-friendly implementation.

Kris, kate & catie drive ahead editorial content. Check out the my way home blog It’s coolblog. It s cool.

Nancy works on the brand while trishaNancy works on the brand, while trishaand samantha work the social. Become a fan: www.facebook.com/wayfair

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What works? What works at scale?

architecturearchitecture

LINKS

social

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architecture

CLEANSIMPLESIMPLECENTRALIZED

as we evolved we had products in dozens of sites and hundreds of categories Thinkingas we evolved, we had products in dozens of sites and hundreds of categories. Thinking 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 categories

Don’t make a horse designed by committee. Search engines need you to remove doubt. Make it easy for them. Simple categories. Unique categories. Lots of <rel=canonical>

THIS NOT THIS

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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. Opine. co s cou og O

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) It means that you have to do something

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press). It means that you have to do something awesome. So go ahead and do it already.

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

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Social proof is a panda vaccine.

examplesInternal links Social links ARCHITECTUREInternal links Social links ARCHITECTURE

None of these activities alone would matter allwould matter all that much, but each strand makes a really

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makes a really strong bridge.

Let us know if you’d like to continue the conversation!

Tim KilroyBusiness DevelopmentWayfair177 Huntington Ave. Ste 6000 Boston, MA 02115Direct: +1.617.502.7527 | Fax: +1.617.391.4340Mobile: +1.617.899.2436tkilroy@wayfair com | www wayfair comtkilroy@wayfair.com | www.wayfair.com