What Google’s New ‘Keyword Not Provided’ Encryption Updates Mean for Merchandisers?

Tap into unstructured product content and create a new feedback loop. Natural search is one of the richest sources of product discovery criteria and a cost-efficient feedback loop for merchandising optimization. However, there are great alternative sources — on and off your site:

• Customer ratings and reviews: Commentary that comes directly from customers on the unique attributes they like and dislike about a product.
• Deeper site content: Product pages, buying guides and editorial content hold a wealth of rich merchandising data that's not fully used in product discovery.
• Site search: Uncover the value in seeing what keywords shoppers use vs. the products they buy.
• Social channels: What "solutions" are products or brands associated with on social media? What words do your customers naturally use when referring to your products?

In order to create new feedback loops, online retailers must build in opportunities for dynamic merchandising on search result pages, provide shoppers the opportunity to customize their navigation and filtering, and implement proper tracking of shopper response to determine merchandising effectiveness and optimization that's needed.