Tue Apr 15 2025

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 – H...