“We were tackling very technical problems we needed to resolve before the program could have success and reach the KPIs,” Kenyon Manu, SEO product track lead at Carvana, told Search Insider.
Manu's experience as an SEO product manager at Amazon and Overstock prepared him for such challenges. Manu's team had to achieve three major technical milestones, which included successful server-side rendering for the site and creating a completely new URL structure. The team said this required building a product shopping taxonomy that tied to the URLs, so search engines and page visitors could understand where they were within the site by reading the directory in the URL and the token.
Manu stated that his team had to come up with a way to handle URLs at a fairly large enterprise level to grow from a start by transferring the old links and capturing the link equity to issue hundreds of thousands, if not millions, or redirects.
This article was sourced in part from Search Insider.