Ecommerce SEO Case Study - 40 Million Monthly Visits (Wayfair.com)

In today's Ecommerce SEO Strategy breakdown we're taking a look at wayfair.com and seeing how they're getting 40 million monthly organic visits.

We're looking exclusively at the US version of their site, and the main thing we're going to do is break down the main sections (subfolders) of their website that brings them the most amount of traffic.

The first subfolder we look at is their outdoor section which we're going to breakdown a couple different landing pages and take a look at why these landing pages are different based on the type of keyword and user intent.

Then we're taking a look at how wayfair.com is leveraging their sidebar for subcategory pages to add a bunch of internal links and as a result targetting way more keywords than their competitors. They don't actually use sidebar filters like a normal ecommerce would and that seems to be working quite well for them.

Finally we take a look at their most successful subfolder which is actually part of a big debate in the SEO Ecommerce space. Wayfair is deciding to index a variety of internal searches performed on their website.

Most Ecommerce website owners actually decide against doing this to not waste crawl budget, and to prevent index bloat but it seems like Wayfair has decided to index a lot of really relevant internal searches that are bringing in a huge chunk of traffic.

Leave any questions in the comment section !!


Timestamps:
0:00 Intro
0:11 Wayfair.com Traffic Overview
1:04 Category Page landings vs Subcategory pages
4:42 Fake filters (Wayfair's internal link structure)
6:42 Indexing internal search results (It works!)
8:14 IKEA's Ecommerce SEO Strategy


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