This document discusses measuring search performance on digital shelves. It begins with definitions of digital shelves versus traditional shelves. It then provides strategies for improving search performance, including optimizing product titles, improving average ratings, and enhancing product content. It concludes by introducing BlueBoard Search Performance, a module that helps track search rankings over time, identify underperforming products, and monitor performance against competitors.

1. “How to measure your share
of the digital shelf?

2. https://blueboard.io/resources/webinar-search-performance/
Watch the webinar at:

3. Agenda
Definitions
Search as traffic
Algorithm
Strategies
Measuring search performance
BlueBoard Search Performance

4. Definitions
VS
E-commerce (digital) shelfTraditional shelf
• The number of SKUs and
shelf facings placed at
customer eye level.
• How often your products show up
in search results
• How many of your brand’s product
appear on the first page result

6. CUSTOMERS E-TAILERS
How customers reach products page?
Source:
https://www.wolfgangdigital.com/uploads/general/eComKPI2016-Public2.pdf
“58% of traffic comes from
search (organic +paid)”

7. PRODUCT
PAGES
E-TAILERS
90% on Amazon.com
on-site search
category
browsing
recommendation
engine
3 ways customers navigate
e-commerce site

9. LEVEL 1
text logic
LEVEL 2
business logic
LEVEL 3
user logic
Text strings in product
titles, descriptions or
specs
e.i: Product title match
search
Multi-factors considered
such as sales velocity,
store performance,
product description
e.i: Amazon A9, Algolia
Combines all business
factors and adds a layer
of personalization based
on purchase history,
demographics, etc.
e.i: ”suggested products’
on Amazon

10. Read more:
Amazon algorithm (A9):
Top 11 factors that make (or break) product
rankings
https://blueboard.io/resources/amazon-search-algorithm/

12. STRATEGY 1
Optimize product titles for search
with the right keywords

13. STRATEGY 1
Withings case:
(before)
- Short title
- Marketing oriented

14. STRATEGY 1
(After):
Long-tail keywords include:
- Key features
- Category keywords “Water resistant”
- Other category keywords: “activity
tracker”, “sleep monitor”.

15. STRATEGY 1
Results:
- Impression in the US market
- CTA rate
“Withings used to have short, marketing-oriented product
titles like “Withings | Steel HR Hybrid Smartwatch.” We later
decided to switch to longer titles that included key features.
This not only increased our search performance but actually
also boosted CTRs. Shoppers are scanning for keywords in
the search results, and long product names are actually
better choices.”
— Guillaume Suchet,
Global Online Channel Marketing Manager at Withings _

16. STRATEGY 1
Brand name + product name
Best subcategory description keyword
2 to 3 differentiating features
1 or 2 compatibility or use cases.
Product page
title recipe:

18. STRATEGY 2
Improve average ratings
on products that have few reviews

19. STRATEGY 2
When to ask for reviews : identify the WOW moment
Average of reviews posted at Amazon by day of the week. The color express %-
difference to the average of the line (Source: BlueBoard)

20. Read more:
Positive product reviews: should you respond?
https://blueboard.io/resources/positive-product-reviews-
respond/

21. STRATEGY 3
Be an A-player on product content

22. STRATEGY 3
Follow product listing guidelines at your e-tailers
to grow your share in search engine results
Make sure to leverage product page content
opportunities such as the ones in the in the
next slides

23. STRATEGY 3
Amazon –
Enhanced Brand
Content

24. STRATEGY 3
360° photos AI/AR
Mouse-over/
hover states

25. STRATEGY 3
Customer-sourced content

26. Download:
Infographic: 6 e-commerce
KPIs improved by good
product page content
https://blueboard.io/resources/kpis-
page-content/
YOU CAN IMPROVE WITH GOOD E-COMMERCE
PRODUCT PAGE CONTENT
6 KPIs
Conversion
rate
Digital shelf
presence
Brand
awareness
SEO and Google
Shopping
Brand
engagement
Low return
rates
blueboard.io

28. ”1st page brand impressions for all relevant keywords
at your top e-tailers every day”
Let’s break it
down!

29. 80% of clicks (and even
higher % of sales) come
from 1st page results
• Focus on monitoring 1st page search result
• Sort all results by brands for an easy-to -read view
1st page brand impressions

30. For all relevant keywords
• E-Commerce search keywords and where to find them
• Which e-commerce keywords should you use and monitor

31. At your top e-tailers
Your efforts can pay higher dividends if you concentrate
your focus on the bigger ones.

32. • E-Commerce search algorithms are more sensitive
• Changes to product pages can all impact search rankings
Every day!

34. BlueBoard Search Performance
To supplement our core distribution
monitoring solution, BlueBoard has
developed an innovative
Search Performance module

35. BlueBoard Search Performance – Why?
It has been designed to help:
ü Review the big picture of your market, keywords, e-tailer by e-tailer
ü Track progress over time and monitor performance against your competition
ü Identify underperforming products, take actions to improve rankings
ü Identify best-performing organic search queries to de-prioritize ad campaigns

36. BlueBoard Search Performance - Features
UNLIMITED
HISTORY STORAGE
AUTOMATIC
SEARCH RANKING SCORE
FULL API ACCESS EASY TO USE
QUICK SETUP

37. https://blueboard.io/