February 28, 2006, 12:00 AM

Beyond the bid

(Page 3 of 3)

AR Search and Blindsgalore addressed the issue by creating page content that delivers a natural search listing that shows both “woven wood shades” and “bamboo shades” in the same headline. The listing clicks through to a category landing page identified as “woven wood shades” that shows a brief paragraph explaining that the product also goes by the other name.

With that and other changes to the product page content indexed by search engine spiders, revenue from organic search has doubled at Blindsgalore.com. “Interestingly, we haven’t seen a lot of additional traffic, but we are getting people who are more qualified coming in from organic search because of this effort,” says Perkinson. “Though the sheer volume isn’t higher, the average order is higher.”

Once the retailer has chosen the keyword, best practices in search marketing call for including the search keyword in the title or first line of the listing and if possible, in the description. “Eye-tracking studies show the title is the most-read part of the creative listing,” says Diane Rinaldo, director of the retail category for Yahoo Search Marketing.

mary@verticalwebmedia.com

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