Your marketplace has millions of pages. Google only cares about some of them.
I help marketplaces turn huge, ever-changing catalogs into organic growth: the right pages indexed, ranking and bringing in buyers and sellers.
I'm Cristian, a NYC-based SEO consultant. I ran SEO for nine Latin American markets at StubHub and worked across more than 2 million listings at Softonic.
Talk to me about your marketplace →The problem
Marketplace SEO breaks the usual rules
On most websites, you decide what pages exist. On a marketplace, your users and your inventory decide for you.
Listings appear and vanish every day. An event sells out. A product goes out of stock. A seller changes a title. Filters and sort orders create millions of near-identical URLs. And the pages that matter most, such as categories, locations and top listings, compete with all of that noise for Google's attention.
The result is familiar to anyone who has run SEO at a marketplace: millions of pages indexed, a fraction of them earning traffic, and nobody quite sure which ones to fix first.
Proof
What I've done
StubHub: +15% organic growth across nine markets
I ran SEO for nine Latin American countries at StubHub, a marketplace where inventory changes by the hour and every event page has a shelf life. Working across product, marketing, data, catalog and engineering, I delivered +15% organic growth year over year.
My platform-level testing and technical recommendations also affected growth beyond Latin America, across Europe, Asia-Pacific and North America.
Softonic: 2M+ listings in 17 languages
At Softonic, the software download platform, I led a content team covering more than 2 million listings in 17 languages, and grew traffic 1,100% year over year through AI and workflow automation.
Softonic: turning traffic into a new revenue line
I also built a sponsored-sections business at Softonic that reached six-figure revenue in its first year, with Adobe and Avast among the first clients.
I've tied search to revenue.
At Compado I owned SEO for 100+ domains generating $2M+ a year in organic revenue. I built CompraMejor.es from 0 to €400K in 18 months from organic traffic alone, and turned two Softonic editorial sites from loss-making to €480K+ a year.
What you get
How I approach marketplace SEO
Decide which pages deserve to rank
Categories, locations, brands, top listings: we work out which page types bring in buyers, and focus Google's attention on them.
Control the index
Filters, sorts, expired listings and duplicates handled on purpose, so crawl budget goes to the pages that make money.
Handle the churn
Clear rules for what happens when a listing sells out, expires or comes back, so you keep the rankings and links those pages earned.
Make the templates do the work
On a marketplace, you can't hand-write a million pages. Small improvements to a template, such as better titles, internal links and structured data, roll out to every page at once. That's where the biggest wins usually are.
Test at platform scale
Change one template on a test group of pages, measure, then roll out. It's how I worked at StubHub, and it's how you find out what actually moves traffic.
Get found in AI search
Buyers increasingly ask ChatGPT where to buy. Marketplaces with clean, structured, trustworthy pages are the ones it names.
Who this is for
Marketplaces and platforms with large, changing catalogs
- Ticketing and events
- Software, apps and digital goods
- B2B marketplaces and directories
- Travel, rentals and local services
Why NYC
Based in Brooklyn
New York is home to a lot of marketplaces. I'm based in Brooklyn and work with companies across the city, in your time zone and, when it helps, in person.
Get started
Here's how to start
Send me your marketplace and one line on what's holding organic growth back: indexing, rankings, or pages that change faster than you can manage.
Within two business days, I'll reply with my honest take, and the first thing I'd look at.
I only take on a few clients at a time, because I also lead SEO and AI search in-house at Cockroach Labs. If it's not a fit, I'll tell you.
Talk to me about your marketplace →Or email me directly at cristian@vidian.es.
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