Enterprise E-Commerce SEO, Long-Tail Pages & AI Visibility with Paul Baterina of REVOLVE

In this episode of the Unscripted SEO Podcast, Jeremy Rivera sits down with Paul Baterina, Senior SEO Manager at REVOLVE — a publicly traded fashion e-commerce brand with over 260,000 products. Paul has been at REVOLVE for 13 years, making him one of the rarest SEOs in the industry: a specialist who went deep on one brand instead of bouncing across industries. What We Cover Why long-tail category pages became REVOLVE's most provable SEO strategy — and how Paul sold it to C-suite The 3-product rule for deciding when a category page is worth creating vs. when to kill it Why luxury fashion brands resist text-heavy SEO content — and how to work with that, not against it The honest state of AI/LLM visibility for a major e-commerce brand: $58K/month in LLM-driven revenue and what that actually means How to reverse-engineer LLM citations to find the best places to get your brand mentioned Link context signals — why what's around a link matters as much as the link itself Bill Slawski's patent analysis work and how it connects to Koray Tugberk's topical authority framework A live SEO test showing a 25% lift in organic traffic from adding content to long-tail pages Resources & Links REVOLVE (revolve.com) — Paul's employer and the e-commerce brand discussed throughout Unscripted SEO Podcast — Subscribe for more unscripted SEO conversations Jeremy Rivera — Host — About your host Keyword Clusters Based on SERP Data — SEO Arcade — Understanding how Google groups related queries Opportunity Sizing in SEO — SEO Arcade — How to quantify SEO wins for C-suite White-Label Link Building Services — SEO Arcade — Community-based and podcast-based link building Podcast-Based Content & Link Building — SEO Arcade — The full PAASS service SEO By The Sea — Bill Slawski's Google patent research (search "Bill Slawski SEO By The Sea") Find Paul Baterina LinkedIn: https://www.linkedin.com/in/paul-baterina-079ab629/ Twitter: https://x.com/paulbaterina Slack: SEO Community & Asians In Search (run by George Nguyen) Conferences: SearchLove San Diego