#10 Target
Leveraging a strong fanbase for SEO
Target is a beloved brand that takes a product-first approach to SEO. But what makes it such a fascinating Deep Dive is the unique in-store experience on one hand and user-generated content driven built on a strong fanbase on the other hand.
Key takeaways:
Target has the competitive advantage of being immensely popular with GenZ and millennials, which allows them to source more UGC product pictures for category and product pages and drive up conversion rates.
SEO lives in the product org, which allowed the team to develop proprietary SEO tools. No one “owns SEO“. Instead, the team optimizes for user experience using SEO as one channel.
Exclusive Semrush data shows that product carousels and product filters (desktop) take up significantly more space for shopping queries and change the e-commerce search landscape.