Marketplace SEO — Amy Hyerczyk // Reverb

Amy Hyerczyk, Senior Manager of SEO, Product, and Strategy at Reverb, talks about SEO strategies and techniques to optimize marketplaces. The value of SEO for any marketplace cannot be underestimated, and Reverb is no exception. With millions of ever-changing product pages, technical SEO plays a crucial role in ensuring visibility while allowing for the management of this musical instrument marketplace. Today, Amy discusses marketplace SEO.
About the speaker

Amy Hyerczyk

Reverb

is a little camera shy

Amy is Senior Manager of SEO

Show Notes

  • 01:53
    An overview of Reverb and its marketplace
    Reverb is a marketplace specializing in buying and selling musical instruments since 2014. It caters to a diverse range of sellers, from individuals to big brands, and has established partnerships with musicians worldwide.
  • 03:25
    Reverbs SEO strategy as a verticalized marketplace
    Reverb prioritizes technical SEO in order to manage its millions of pages and listings. SEO collaborating closely with the engineering team and being involved in redesigns and feature implementation has been crucial to their strategy.
  • 06:08
    The importance of SEO for Reverb
    SEO is crucial for Reverb as it drives organic traffic and ensures visibility in a highly competitive space. They leverage organic search to show up where they need to be, offering a mix of regular products and unique offerings to establish a strong SEO presence.
  • 08:01
    How Reverb is organized around SEO
    Teams are split up in terms of the catalog, paid, SEO, and internal search experience. As the current site structure is incomplete, their focus is on filling it in to accommodate templating internal linking, sitemap restructuring and ensuring all of their crawling and indexing is in check.
  • 10:07
    The resources supporting SEO at Reverb
    Reverb has organized itself with a robust structure to support SEO, including dedicated engineering support, analytics partners, and product design teams. The collaboration between product engineering, design, and UX research helps keep the progress steady.
  • 12:24
    Balancing SEO efforts between buyers and sellers in the Reverb marketplace
    Currently, Reverb's focus is primarily on optimizing the buyer experience. However, they have future plans to invest more in assisting sellers in ways they haven't yet done.
  • 13:10
    Handling the challenges faced with seller inputs
    To combat issues like keyword-stuffed titles and misspellings, Reverb has future plans to set up templates on SEO guidance for sellers. In addition, measures like no indexing and canonicals have been used to maintain control over the quality of incoming listings.
  • 15:31
    Tips and recommendations for those seeking opportunities in marketplace SEO
    Focus on understanding the fundamentals of SEO. Embrace technical aspects, such as JavaScript, server-side rendering, schema, internal linking, sitemaps, etc, and get familiar with as many SEO tools as possible.

Quotes

  • "For SEO, you sometimes have to just keep reprioritizing to make sure you're capturing things at the right time when it's ready." - Amy Hyerczyki

  • "You can't constantly be spending your way to visibility. So we leverage organic search quite a bit to make sure we're showing up where we want to and need to be." - Amy Hyerczyki

  • "There will always be tons of opportunities to help sellers become an asset and almost an extension of SEO. But we need to do the work to provide tools to make that so with our site." - Amy Hyerczyk

  • "The nature of the two-sided marketplace is you can't control everything, but you can put enough rules in place to keep it manageable and as good as possible." - Amy Hyerczyk

About the speaker

Amy Hyerczyk

Reverb

is a little camera shy

Amy is Senior Manager of SEO

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