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

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