CJU Session : Deep Linking & Product Catalog Optimization

Presented by Dan Sweeney

I walked in late to this one, so excuse me if this doesn’t make much sense.

Some of the optimization techniques are listed as follows:

Show Categories
Large Number of items yield highest results – more items, more results.
Revenue for advertisers with product catalogs are a lot higher than without.

Refresh your catalogs frequently. Ensure that your pricing, inventory, offers are changed, added and deleted with regularity.

Provide smart alternatives if an item is out of stock.
Link to Search results
Link to category page
Customize error page

Provide as much details as possible. Include extra fields, additional descriptions, etc.
Use unique keywords and detailed descriptions. Use a full ontology (level by level categories of the product).

Deep Linking
Large # of Items
Keep it fresh
Provide Smart Alternatives
Use All Available Fields

Sync up with your Web developer – what is already available?

How can you make it happen? Who do you need to bribe? What efficiencies can you leverage?

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