September 22, 2008, 12:00 AM

Tying customer reviews to site search boosts business on Brookstone.com

By integrating customer-generated product reviews with its natural search strategy, home furnishings and gifts e-retailer Brookstone has produced a 33.4% increase in traffic to its product pages, Internet marketing manager John Lucey says.

Katie Evans

Managing Editor, International Research

By integrating customer-generated product reviews with its natural search strategy, home furnishings and gifts e-retailer Brookstone has produced a 33.4% increase in traffic to its product pages, Internet marketing manager John Lucey says.

Brookstone has deployed a customer reviews application hosted by PowerReviews. With a system of tagging review pages, the PowerReviews application has been integrated with search engine optimization technology from YourAmigo to improve the appearance of review content in natural search listings, leading to increases in traffic and sales, Lucey says.

“With the two technologies working together, we’ve seen our optimized product reviews drive a 33.4% increase in product page traffic with a resultant 29.1% increase in revenue via organic search,” Lucey says. Brookstone is No. 131 in the Internet Retailer Top 500 Guide.

By leveraging the product related insights collected using PowerReviews` review aggregation engine, YourAmigo`s team of search engine optimization specialists were able to analyze and optimize social terms not normally found in manufacturer supplied specifications and descriptions, says Yury Polnar, marketing analyst with PowerReviews. “Using these real-life social terms, they were able to fill in gaps commonly found in standard product related keywords and optimize them to show up in organic search results,” he says. “Now, shoppers are able to search using terms like ‘fluffy, ‘comfy` and even ‘easy to clean’ to find products best suited to their specific needs.”

Optimizing tag-based reviews captures merchant- and brand-specific voices more easily and accurately than standard keyword optimization, he adds. “For example, a Journeys.com customer might describe a shoe as ‘awesome’ and ‘cool’ while the same shoe at Onlineshoes.com might be described as ‘fashionable’ and ‘stylish’. In the joint effort between PowerReviews and YourAmigo, we are able to help merchants capture these highly specific social terms and optimize them to drive the most relevant and qualified traffic.”

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