5 ways your merchandising strategy is affecting SEO performance
How does your merchandising strategy affect SEO? Columnist Stephanie LeVonne describes the various challenges that can arise if you overlook the importance of communicating your merchandising strategy with your SEO team.
When optimizing an e-commerce website for SEO performance, you’ll often notice that the product being sold (i.e., the bread and butter of the business) is generally not a focal point in the SEO discussion. After all, SEO recommendations aren’t necessarily based on a brand’s product mix, but rather a strategy is developed based on the holistic needs of the website.
While it’s important to understand the product and how it’s positioned in the marketplace (luxury product, discount product or something else), that’s typically where the conversation ends. Often SEOs liaise directly with marketing managers, and because of this, there’s generally little discussion around the merchandising strategy and how it can affect SEO.
Following are five common, yet overlooked, scenarios which detail the importance of communicating your merchandising strategy.