Carvana.com and organic search are the most important channels to acquire new customers for ecommerce auto retailer Carvana, which uses zero showrooms, instead relying on delivery services, tokens, and vending machines filled with in-demand used cars.
“We were tackling very technical problems we needed to resolve before the program could have success and reach the KPIs,” said Kenyon Manu, SEO product track lead at Carvana.
“You need to crawl a bunch of pages and get a read on how the bots interpret the changes made during a time period,” Manu said.
Carvana's SEO team has grown from about three to a dozen employees in the past six months.
In addition to SEO, the company also uses paid search, television, and social media to drive sales.