Content and Conversation: Organic Growth Insights from Siege Media

The SEO Behind Zillow’s 1 Billion‬‭ Visits/Year w/ Kristan Bauer‬‭


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Kristan Bauer returns for a deep dive into the technical and organizational SEO strategies that helped Zillow grow to nearly 2 billion annual visits.

 

She shares tactical insights on enterprise SEO at scale, including testing frameworks, internal collaboration, indexing strategies, and what it takes to lead with executive presence in a high-stakes environment.

 

Ross and Kristan also unpack the challenges of long-tail targeting, structuring an SEO team for success, and how to know when it’s time to build your own SEO testing platform.

 

00:00 – Welcome Back Kristan & The Zillow SEO Journey

00:34 – From Agency to Zillow: What Made Zillow’s Traffic Explode

01:09 – How Zillow Reached Nearly 2 Billion Visits/Year

03:23 – The Hidden SEO Power of Off-Market Listings

04:23 – Internal Linking Tactics to Boost Indexing

06:52 – Long-Tail Dynamic Pages from Listing Descriptions

08:44 – Managing Page Quality in Long-Tail SEO

10:21 – When & Why Zillow Invested in an SEO Testing Platform

12:09 – How SEO Was Structured at Zillow (and Why It Worked)

13:58 – Quarterly Planning + Executive-Level SEO Visibility

15:05 – One-on-One Collaboration With Other Channel Leads

17:10 – Building a Culture of Shared Ownership Around SEO

18:56 – Risk Management via SEO Testing Platforms

20:39 – Why Testing Is a Must at Enterprise Scale

22:51 – How Zillow Prioritized Smart Resource Allocation

24:41 – How to Know When It’s Time to Build a Platform

26:41 – Structuring SEO Inside Product vs. Marketing

30:06 – How Cross-Team SEO Works at the Enterprise Level

32:21 – Building Executive Presence & Communicating Up

34:05 – Wins, Challenges & Transparent SEO Reporting

36:00 – SEO Summits with Airbnb, Yelp, TripAdvisor & More

41:00 – Final Lessons: Communication, Creativity & Big Rocks

 

Kristan’s Website: https://www.kristanbauer.com

Kristan on LinkedIn: https://www.linkedin.com/in/kristandauble

Our Previous Episode on Enterprise Real Estate SEO: https://www.siegemedia.com/conversation/kristan-bauer

Subscribe today for weekly tips: https://bit.ly/3dBM61f Listen on iTunes: https://podcasts.apple.com/us/podcast/content-and-conversation-seo-tips-from-siege-media/id1289467174 Listen on Spotify: https://open.spotify.com/show/1kiaFGXO5UcT2qXVRuXjsM Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zaW1wbGVjYXN0LmNvbS9jT3NjUkdLeA Follow Siege on Twitter: http://twitter.com/siegemedia Follow Ross on Twitter: http://twitter.com/rosshudgens Directed by Cara Brown: https://twitter.com/cararbrown Email Ross: [email protected] #seo | #contentmarketing

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Content and Conversation: Organic Growth Insights from Siege MediaBy Siege Media

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