Content and Conversation: Organic Growth Insights from Siege Media
Siege Media
108 episodes
1 week ago
Using the techniques that have helped cement $148,646,000 in yearly traffic value for their clients, Siege Media and founder Ross Hudgens dive into the executional nitty gritty of what makes content rank, and how to get content shared. Topics include content marketing, SEO, digital PR, user experience and more.
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Using the techniques that have helped cement $148,646,000 in yearly traffic value for their clients, Siege Media and founder Ross Hudgens dive into the executional nitty gritty of what makes content rank, and how to get content shared. Topics include content marketing, SEO, digital PR, user experience and more.
The SEO Behind Zillow’s 1 Billion Visits/Year w/ Kristan Bauer
Content and Conversation: Organic Growth Insights from Siege Media
43 minutes 14 seconds
7 months ago
The SEO Behind Zillow’s 1 Billion Visits/Year w/ Kristan Bauer
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
Content and Conversation: Organic Growth Insights from Siege Media
Using the techniques that have helped cement $148,646,000 in yearly traffic value for their clients, Siege Media and founder Ross Hudgens dive into the executional nitty gritty of what makes content rank, and how to get content shared. Topics include content marketing, SEO, digital PR, user experience and more.
