Everything Marketplaces
A Deep Dive Into Marketplace SEO With Ethan Smith
Dec 3, 2024
Ethan Smith, CEO of Graphite and an SEO expert for leading marketplaces like MasterClass and Upwork, discusses the crucial role of SEO in marketplace growth. He shares strategies for leveraging auto-generated content and the balance between automation and manual optimization. The impact of AI technologies on SEO practices is explored, along with essential tools for founders. Ethan also highlights the challenges of using subdomains vs. subdirectories and offers insights on improving editorial content ranking. Tune in for actionable tips and strategies!
44:43
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Quick takeaways
- Marketplaces can maximize SEO effectiveness by leveraging programmatic strategies to rapidly create content and optimize for targeted keywords.
- Successful SEO requires a balanced approach combining programmatic content generation with editorial tactics, emphasizing the importance of measuring traffic and conversion rates for ongoing improvement.
Deep dives
SEO Opportunities for Marketplaces
Marketplaces are uniquely positioned to leverage SEO due to their typically large addressable markets and the ability to auto-generate content, especially when managing a high number of SKUs. With substantial growth potential, marketplaces can implement programmatic strategies that allow them to create numerous pages rapidly. This approach contrasts with businesses that rely on more manual content generation, enabling marketplaces to fill their digital landscapes efficiently. For smaller, niche marketplaces, however, the effectiveness of SEO may diminish if the target audience is limited, underscoring the importance of market size in SEO strategies.
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