Special Report: Search Engine Marketing

Catalogers sometimes don’t realize they think of their products a lot differently from their customers, says Heather Lloyd-Martin, president/CEO of Bellingham, Wash.-based search marketing consulting firm SuccessWorks Search Marketing Solutions. So to get a better sense of how consumers search, she suggests you consult outside sources such as Wordtracker.com, a compiled database of terms for which people search. The tool can tell you how often people search for specific keywords, as well as how many competing sites use those keywords.