Macy’s improving their SEO

Marketing Sherpa have a thought-provoking piece (at least for me) about how Macy’s improved their site and optimised it for SEO, offering up different pages depending on the search terms used and really leveraging the internal navigation to get people to what they wanted fast once they hit the site. I’d post some here, except whilst they are happy for me to forward the mail anywhere I want, I can’t publish it!