May 20, 2009, 12:00 AM

Improving search optimization takes more than technology, Fish Net learns

Part of the advantage of moving to a new e-commerce platform at ThatPetPlace.com would be a more effective way of tagging web page content for search engines, but it also required new staff members to make it all work, the retailer learned.

Part of the advantage of moving to a new e-commerce platform at The Fish Net Inc.’s ThatPetPlace.com would be a more effective way of tagging web page content for search engines, but it also required new staff members to make it all work, chief operating officer Rick Amour says.

When it started to look for a new e-commerce platform, one of The Fish Net’s goals was to acquire a better system of tagging web page content without having to rely on the retailer’s I.T. department, Amour says “I.T. didn’t understand our target keywords for the products customers were search for, so we had a lot of back and forth with I.T.,” he says. “It was time-consuming with a lot of trial and error, and we wanted to simplify the process through a new application and to track results.”

The Fish Net founds its more effective application as part of its new e-commerce platform from ProfitCenter Software Inc., which provided web forms that let content managers tag content directly without having to go through the I.T. department, which was then freed up to focus on other things like developing analytics reports, Amour adds.

But Amour also realized that the new system also required the hiring of three data entry employees to get the most use of it. “One of the things e-commerce managers sometimes overlook is planning for all the resources needed to take advantage of new technology features,” he says. “New features are great, but they also require enough resources to manage them.”

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