A marketing expert has suggested that advertisers can improve the visibility of online products by investigating the results of internal SEO tools.
Online retailers can improve their conversion rates by making their internal search engine optimisation (SEO) tool as educational as possible, an industry insider has suggested.
Chris Casarez, internet marketing specialist at 4 Wheel Parts, told Marketing Sherpa that being able to see search data entered into an internal application can be very useful.
He recommended gathering a "meaningful amount of data" regarding queries that consumers had entered in, so that behaviour could be measured more accurately.
This allows marketers to see which products are searched for the most and also shed light on another issue, he continued.
Mr Casarez explained that if a customer is browsing through a series of products in one category and cannot find a particular item, then it may be that it is not displayed prominently enough.
Marketing Sherpa recently advised advertisers that in some circumstances, it can be more profitable to work on improving conversion rates rather than focusing on lead generation.
12/11/2009
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