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

Query logs: Merchandising teams should compile and share comprehensive on-site query logs with SEMs. By mining these logs, SEMs can discover new search terms and expand keywords more strategically.

Lists of synonyms: If your merchandising team manages a list of synonyms (think sweatshirt vs. hoody) in order to help on-site search users find what they're looking for, the SEM team can use that list to discover new keywords and increase campaign reach. This strategy will also allow SEM teams to go beyond simple web queries and begin to better understand the underlying consumer intent within a query.