Case Study: Wayfair achieves 15% organic search lift and scalable SEO automation with Bloomreach

Wayfair optimizes at scale with BloomReach

Wayfair, a leading online retailer with more than seven million home-related products, faced a massive SEO and navigation challenge after consolidating hundreds of niche marketplaces into one site. With millions of pages to make relevant and indexable, Wayfair needed an automated, scalable solution to improve on-site linking, enrich page content, and surface category gaps that a human team couldn’t address at enterprise scale.

Wayfair implemented BloomReach Organic Search, whose natural language processing identifies opportunities, creates thematic pages (e.g., “turquoise area rugs”), and adds related-product and related-search widgets. The automated approach drives measurable gains: thematic pages generate about 6,000 organic clicks/day (up to 10,000 on peak days) and BloomReach produced as much as a ~15% lift in organic traffic to targeted pages, while freeing Wayfair’s team to focus on higher-level strategy.

Wayfair

Brian Wood

Associate Director of Marketing, SEO