Why Your Merchandising Team’s Effort is Lost on Your SEM Team, Part 2: Breaking Down Silos Between Merchandising and Marketing

Part one of this two-part series examined how to leverage your merchandising team's product catalog. This second and final installment will focus on how search engine marketers can coordinate with merchandising teams to synchronize paid search with on-site product search.

When consumers visit an e-commerce website, it's unlikely they find their desired product on the initial landing page. Chances are they use on-site search to find what they're looking for. Or they may not even care which retailer they buy from; they just enter a search term into Google and see which site has the best match at the lowest cost. Appropriately enough, online retailers have teams to address both of these consumer strategies — a merchandising team for on-site search and a SEM team for web search.