As Part One of a three part series featured on ClickZ, PJ Fusco, Lead Strategist for Netconcepts discusses the concept of “searchandising.” Many merchants understand what it means to “merchandize” or make “products in retail outlets available to consumers, primarily by stocking shelves and displays,” according to Wikipedia. PJ goes on to explain why brick-and-mortar merchandising tactics don’t work on the web.
…merchandising strategies for brick-and-mortar retail stores don’t necessarily translate well for search engine referrals when incorporated into virtual, online retailer environments. Add a layer or 57 of behavior targeting and personalization tactics to online merchandising and you’ve got “searchandising,” which works exceedingly well for internal site search functionality and usability, but not so much for Google, Yahoo, and MSN Live Search.
For more about searchandising, read the complete article at ClickZ by PJ Fusco.
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