On the top of structural SEO, Houzz is also pretty big on content marketing, which targets users at the “top of funnel” traffic. Product prime category: targeting “ + + on sale 2021” keyword combination, eg.To target product-related keywords, there are 3 levels of product category-pages that are driving up Houzz product-related traffic: SEO friendly page structureĤ, Category-page templates: targeting product-related keywords But if you multiply by the number of companies on Houzz, the number is HUGE. Lorence NY Contracting Corp.’s profile alone probably doesn’t bring much traffic to Houzz. You’d find this page on the top of Google: It’s also a part of “Local SEO at scale,” targeting the “button of funnel” traffic.įor example, if you Google the following keywords: Houzz’s individual supplier-pages are not only targeting “ + review”, but “ + project portfolio” keyword combination. Text content (very important for increasing relevancy of the pages)ģ, Targeting “ + ” keywords.Featured Reviews for New York, NY General Contractors.Related General Contractors Discussions.Houzz rankings well on Google for almost all of their targeted services: + : It’s also a part of “Local SEO at scale,” targeting the “middle of funnel” traffic. When you need to strike a balance between nice design and SEO, ask yourself: Is growth our no.
You probably know Google LOVES relevant and informative pages. SEO-friendly page structure: relevant and informative Having a page template is the first step and the second step is to make sure this template has an SEO-friendly page structure. For example, if you Google “Kitchen ideas”, “Kitchen design ideas”, or “Kitchen remodel ideas”, you’d find this page: It’s targeting keywords like “ +idea” keyword combination. It’s a part of content marketing, targeting the “top of funnel” traffic. Product prime category: ranking for “ + ” combination, eg.Supplier-page: ranking for “ + review” keyword combination.Location targeting -page: ranking for “ + ” keyword combination.Ideas-page: ranking for “ +idea” keyword combination.So how did Houzz solve them? By building SEO friendly templates into the following page types: An online marketplace typically has dynamic URLs (especially the ones built with Java Script such as Angular and React) for filtered results BUT Googlebot like static URLs.
Oftentimes SEO is a very manual process BUT a marketplace typically has thousands of pages, if not millions.Overview: Types of SEO-friendly page templatesįor SEO specialists who first assess optimization opportunities for an online marketplace, it presents many dilemmas. By structuring a website in an organized way and including keywords in some places, its pages rank well on Google for multiple keyword combinations naturally. When building the product, it was built with structural SEO in mind. Houzz’s structural SEO strategy to achieve local SEO at scale Houzz’s job is to connect homeowners and home improvement service providers within a geolocation area. And once you imagine Houzz’s buyer personas and buyer’s journey, you will see why Houzz invests so much effort in local SEO, or more accurately, local SEO at scale, just like Yelp.īuilding buyer personas and buyer’s journey is not only useful when deciding whether to invest in SEO or not, but also CRUCIAL when planning SEO-friendly content for targetting different stages of the buyer’s journey. Once you do that, you will see SEO isn’t always the best option for every startup. To estimate the effectiveness of SEO for your startup, you need to first understand their buyer personas and buyer’s journey. You think I would recommend SEO for every startup just because I am an SEO expert? Absolutely NOT! Understand their buyer personas and buyer’s journey FIRST 4, Category-page templates: targeting product-related keywords.SEO-friendly page structure: relevant and informative.Overview: Types of SEO-friendly page templates.Houzz’s structural SEO strategy to achieve local SEO at scale.Understand their buyer personas and buyer’s journey FIRST.