Learn how to Increase Traffic and Conversion Rates from Organic Search

1. 4 SEO Fundamentals to Boost Natural Search Traffic
SEO Whitepaper for RETAIL

2. Table of Contents
EXECUTIVE SUMMARY 2
SEO: TRUSTED, EFFECTIVE, LOW-COST 2
High Rankings, High Trust
Growth Opportunity
High ROI
1 COMPELLING WEB CONTENT – THINK OF YOUR AUDIENCE 4
Relate to Your Audience
Don’t Let Product Content Stand Alone
Add the Voice of Your Customers
Skip the Tricks
2 METADATA AND URL STRUCTURE – FIRST IMPRESSIONS COUNT 5
Title Tags
Meta Description Tags
URL Structure
3 TARGETED LANDING PAGES – GIVE A WARM WELCOME 8
Break Out Your Product Attributes
Drop Some Breadcrumbs
4 SITE MAPS – PREVENT SPIDERS FROM OFF-ROADING 9
Find a Good Automatic SitemapGenerator
Don’t Forget to Index Dynamic Pages
Redirect Users to Newer Pages
ROI FOR SEO – HOW MUCH BANG FOR YOUR BUCK 10
Number of Pages Indexed by Web Search Engines
Changes in Traffic and Conversion from Natural Search
Changes in Keyword Rankings
CONCLUSION 11
ENDECA AND SEO 11
FOOTNOTES & RECOMMENDED READING 12

3. As the cost of paid search campaigns steadily rises, natural search programs provide
lower cost-per-click than paid search programs, affording them the second highest
returns of any marketing strategy.
EXECUTIVE SUMMARY
Spend on search engine optimization (SEO) will grow at a compound
annual growth rate of 15% over the next 3 years to $5.1 billion by the end
of 2014, according to Forrester Research1. Why? Having mastered paid
search initiatives, online marketers are strategically increasing their
SEO budgets, sharpening their focus on optimizing traffic from natural
search to generate more targeted clicks at a much lower cost. This SEO
whitepaper covers four fundamentals for optimizing your site for web
search engines, along with several techniques for measuring the ROI of
your efforts, so that you too can start taking your natural Website traffic
to a new level.
SEO: TRUSTED, EFFECTIVE, LOW-COST
Optimizing your Website’s content and architecture for the major web search engines, such
as Google, Yahoo!, and Bing, is no longer optional for operating a successful web property.
Although driving traffic and more qualified customers from natural search is mission
critical – impacting up to half or more of a Website’s total traffic – many companies have not
yet implemented what are known to be the fundamentals of search engine optimization (SEO).
Why should SEO matter to your online business strategy – and your customers? The
compelling statistics below make the case.
HIGH RANKINGS, HIGH TRUST
With more than 100 billion searches each month2, people have come to rely on web search
engines as trusted sources of information. Experience has taught them that the highest
ranking links provide the most relevant results for their needs, increasing the number of
searchers who never look beyond the first one or two results3.
Number of Search Results Users Review Before Clicking One
U.S. search engine users, percent (%) of respondents
2002 2004 2006 2008
Only a few 16% 24% 23% 27%
The first Page 32 36 39 41
The first 2 pages 23 20 19 17
The first 3 pages 10 8 9 7
More than 3 pages 19 12 10 8
Source: iProspect “iProspect Blended Search Results Study” conducted by JupiterResearch and NPD as cited in press release – 4/2008
ENDECA TECHNOLOGIES | 4 SEO Fundamentals to Boost Natural Search Traffic 2

4. GROWTH OPPORTUNITY
The opportunity for businesses to grow online revenues increases as marketers see the
effectiveness of SEO in driving online conversions outpace all other marketing tactics4.
Most Effective Online Marketing Tactic for Generating Conversions
According to Senior-Level Marketing Execs*, by budget size, percent (%) of respondents, Feb - March 2009
$1million + All respondents
(n=49) (n=112)
SEO 53% 48%
E-mail and e-newsletter 39 46
Pay-per-click / search 43 32
Behavioral targeting 27 21
Site or page sponsorship 14 20
Viral marketing 12 15
Ad networks 10 12
Pay-per-impression ads on digital publications 14 10
Video ads 10 6
Other 2 3
* Respondents primarily based in U.S. Source: Forbes, “2009 Ad Effectiveness Survey“ – 6/2009
HIGH ROI
As the cost of paid search campaigns steadily rises, natural search programs provide lower
cost-per-click than paid search programs, affording them the second highest returns of any
marketing strategy5.
Optimizing each natural click provides an exponential – not just additive – opportunity
to engage and convert online window shoppers into buyers. The four SEO fundamentals
discussed in this whitepaper will help you make simple, yet critical, investments for an
immediate and lasting impact on your online business.
1. Compelling Web Content
2. Meaningful Metadata and URL Structure
3. Targeted Landing Pages
4. Comprehensive Site Maps
In addition, this whitepaper also outlines techniques for measuring the ROI of your SEO
initiatives so that you can use your initial success to take your efforts even farther.
ENDECA TECHNOLOGIES | 4 SEO Fundamentals to Boost Natural Search Traffic 3

5. 1. COMPELLING WEB CONTENT – THINK OF YOUR AUDIENCE
As with any online user experience, it is important to target your audience and keep your
message customized to their needs. Whether they are shopping for products, reading
articles or blogs, or watching online video, your customers expect content that is relevant to
them at that moment. And, believe it or not, web search engines have done us all a favor by
recognizing and rewarding sites that help Internet searchers quickly find the most relevant
information they desire.
WHO YOUR CUSTOMERS TRUST Not surprisingly then, some of the most important practices that can improve your SEO
performance are key activities around content creation and presentation.
The Edelman Trust Barometer
found that among 35-to-64 RELATE TO YOUR AUDIENCE
year-olds, web search engines While it is important to have keyword-rich pages, it is more important that your copy makes
are the most trusted of all digital sense and relates to the needs of target customers. Otherwise, these coveted visitors will
channels of information. leave when the webpage content is not what they expected.
EDELMAN DIGITAL DON’T LET PRODUCT CONTENT STAND ALONE
SEARCH ENGINE VISIBILITY, MAY 2009
Web spiders love finding content-rich pages – user guides, videos, user recommendations,
and reviews – because they represent a comprehensive and robust experience for human
searchers. Get even more bang for your buck and make sure all this valuable content is
indexed and seen by spiders.
ADD THE VOICE OF YOUR CUSTOMERS
Expanding on the point above, not only do search engines like user-generated content (such as
reviews, recommendations, and customer ratings) for its depth and freshness, but consumers
like this content too, because they tend to trust the opinions of other people like them6.
How useful were each of the following resources for researching or completing
a purchase in the past 12 months?
Store/retailer Websites 89%
Search engines 86%
Manufacturer Website 78%
User ratings & review of products 77%
Recommendations (people who bought) 66%
Recommendations (recently viewed) 65% content
discovery
Recommendation e-mails 61% tools
Recommendations (people who viewed) 61%
Recommendations (best sellers) 59%
Question & answer sites 49%
Source: JupiterResearch richrelevance / Bazaar Voice Retail Consumer Survey n=547– 11/2008
ENDECA TECHNOLOGIES | 4 SEO Fundamentals to Boost Natural Search Traffic 4

6. Dedicating time and resources to constructing meaningful title tags for each page
of your Website is one of the most important SEO practices you can implement.
SKIP THE TRICKS
Web search engines are sophisticated enough to detect “black hat” schemes. One such
unsavory trick is “cloaking,” which involves making spider-centric text invisible to humans
by using a white font on a white background.
By writing more readable, succinct, and persuasive copy, and surrounding site visitors
with relevant and meaningful content, you will soon find not only higher natural rankings
coming your way, but also you will convert more browsers to paying customers.
2. METADATA AND URL STRUCTURE – FIRST IMPRESSIONS COUNT
It seems simple enough – if you make a good first impression on web searchers, more of
them will click through to your Website.
Within the architecture of your Website, you get three chances to immediately connect
with searchers and spiders and give them insight into what they can expect to see when
they click through on your search result. The better you prepare these three “signals,” the
greater your search credibility will be.
TITLE TAGS
Search engines recognize that page titles, or metadata title tags, are what people see first, so
they put more weight on them in their ranking algorithms. And the more human-readable
your titles are in natural search results, the more you increase the likelihood of click-
through. Dedicating time and resources to constructing meaningful title tags for each page
of your Website is one of the most important SEO practices you can implement.
Title Tags: Construct Meaningful and Accurate Descriptions
Bon appétit! A search on Google for “lemon cake” displays a link to Foodnetwork.com as the first result. The page
content doesn’t disappoint when you click through to a targeted landing page with not only a lemon cake recipe,
but also related recipes, user comments, videos, and links to purchase just the right type of cake pan.
ENDECA TECHNOLOGIES | 4 SEO Fundamentals to Boost Natural Search Traffic 5

7. When developing your title tags, follow these guidelines that are known to help SEO rankings:
> Assign a unique title to each Webpage (URL) on your site.
> Make sure the title gives an accurate description of page content and contains your
targeted keywords.
> Be brief. Most web search engines will cut your titles off after 80 characters, so try to
keep them four to five words.
META DESCRIPTION TAGS
These tags do not appear on your actual Webpage. Instead, they are short, 155-character
descriptions that display on the search results page (SERP). Description tags are critical
for enticing visitors because they tell people what to expect when they click through to your
Website. However, keep in mind that they do not impact your SERP rankings for particular
keywords.
When developing meta description tags, follow these guidelines:
> Each Webpage should have a unique and different description. Don’t just copy and
paste descriptions that generalize your Website’s content.
> Re-use keywords from your title tags; this reinforces those words as relevant terms.
> Keep it short. Search engines such as Google cut off descriptions that are longer than
two sentences (typically 25-30 words).
Meta Description Tags: Tell People What to Expect
WYSIWYG What you see is what you get when you click through to the lemon cake landing page on Foodnetwork.com.
The brief yet welcoming meta description invites me to give the recipe a try.
URL STRUCTURE
Like site content, title tags, and meta description tags, how you construct your URLs is
important to both the search engines and your customers.
When choosing a format for your dynamic URLs, follow these simple guidelines:
ENDECA TECHNOLOGIES | 4 SEO Fundamentals to Boost Natural Search Traffic 6

8. > Ensure that each Webpage corresponds to exactly one URL; multiple URLs pointing
to the same page may be interpreted by search engines as an attempt to artificially
increase the size of your Website. This issue is of particular concern for dynamic sites,
which provide an excellent end-user experience but may result in separate URLs for
every possible navigation path (such as “Blue Sweater + Cashmere + $100-$200” and
“Cashmere + $100-$200 + Blue Sweater”). Consolidate duplicate dynamic URLs into
a single, canonical URL that corresponds to the Webpage.
> Use no more than three dynamic parameters. Search engines can interpret these
highly parameterized URLs, but they are hard for humans to read and remember.
> Include keywords that are consistent with the content, title tag, and meta description
tag of the Webpage.
URL Structure: One-to-One Correspondence
/Exactly what you need, right here/ Armstrong Commercial Flooring helps tell customers searching for a very
particular tile – blue biobased tile, to be exact – by signaling to them what they’ve find when they click with a clean
URL structure: /biobased-tile/blue.
A final word on metadata: Content, URLs, and description tags should be optimized for
three or four keywords or keyword pairs (preferably three; four only on pages deep in
the hierarchy) in order to achieve optimal rankings. Be aware that search engines do not
process information like humans so if they see the same keyword in multiple places it tells
them “this site must be about <insert keyword>.”
Tuning metadata tags and URL structure is critical to building strong SEO, but can be
extremely time-consuming if done manually. Use automated utilities wherever possible to
save time and get consistent results.
ENDECA TECHNOLOGIES | 4 SEO Fundamentals to Boost Natural Search Traffic 7

9. 3. TARGETED LANDING PAGES – GIVE A WARM WELCOME
With more natural site traffic, you have an opportunity to offer a personal welcome to
visitors as they arrive on your site. The challenge is that many traditional Websites are
built on a taxonomy that drills into category/sub-category pages, but does not go further.
On these sites, few pages are built from the intersection of product attributes that people
are searching for on the web, limiting the entry points on a site for visitors. For example,
you might have a page that displays products at the intersection of “Brand” and “Category”
but not necessarily for the complete criteria of a visitor’s search, which would be at the
intersection of “Gucci-Shirts-Blue-Formal-Button-Down-Collar.”
The Value of the Long Tail
Side doors to your Website Dynamic
Dollars per Sale
pages that produce content relevant
to long-tail searches, where two
to four descriptive keywords are
used, address customers looking for
unique products – and deliver highly
targeted traffic to your Website.
Number of Occurences
Source: Chris Anderson, The Long Tail: Why the Future of Business is Selling Less of More
These “long-tail” queries7, usually about 2-4 words long, are particularly high value because
they contain more information about exactly what the visitor is looking for. Think of these
targeted landing pages as “side doors” to your Website – pages within your site that search
engines (as well as other links such as blog entries and Twitter posts) will find, bypassing
the home page of your Website for more relevant content. The faster these side doors can
make visitors feel like they are at the right place for their information needs, the more likely
it is that the visitor will convert. And not only do these keywords contain more specific
information about the intent of the searcher, but they are also not as heavily contested by
pay-per-click efforts, so you have a better chance of grabbing a top ranking. Below are some
tips for creating these side doors.
BREAK OUT YOUR PRODUCT ATTRIBUTES
It’s not enough to have product attributes buried in your product details pages. Wherever
you can, break out product attributes as metadata and create unique pages at all the
intersections of these attributes in order to highlight the numerous products that share
those attributes. As a result, your pages will rank highly for the very specific, long-tail
searches that include these attributes. While a tedious manual process, this can be done in
an automated way with some search engine technologies.
ENDECA TECHNOLOGIES | 4 SEO Fundamentals to Boost Natural Search Traffic 8

10. Know your top 100 to 500 keywords and measure how your results-page rankings
change over the course of your initiative. If you’ve implemented targeted landing
pages, make sure to track how much traffic comes through long-tail “side doors.”
DROP SOME BREADCRUMBS
As outlined in the previous section, title tags are crucial to making a good first impression on
new visitors from natural search. By adding breadcrumbs that show the product attributes
represented on all of your pages, you can use these to automatically populate page headers
and title tags throughout your site, ensuring that even long-tail pages are keyword-rich.
Targeted landing pages improve engagement and conversion because they provide more
relevant content specific for any given search, whether from a web or on-site search engine.
4. SITE MAPS – PREVENT SPIDERS FROM OFF-ROADING
Now that you’ve done the essential on-site work, it’s time to put your site “on the map” for
even greater visibility. It is important to know that search engine spiders take their time
recognizing pages – particularly when encountering new content. And, they may initially
only crawl one or two levels deep for fear of getting “lost,” indexing only part of your site
and leaving thousands of pages out of search engine results pages.
A sitemap acts as a guide that leads spiders to important content within your Website,
ABOVE THE CRAWL OF DUTY encouraging them to crawl deeper, index more pages, and expose more of your content to
searchers. When optimized properly, a sitemap can also help search engines by including
Site maps are 99% efficient in important metadata about each URL, such as when it was last updated, how often it
helping spiders discover newly changes, and how important it is relative to other URLs in the site.
published URLs, versus only
63% if spiders were just to follow FIND A GOOD AUTOMATIC SITEMAP GENERATOR
the links on your site.
Sitemap generators can simplify the task of ensuring that the right pages on your site
are found and indexed properly. Look for tools that can automatically create sitemaps
GOOGLE WEBMASTER CENTRAL BLOG
SITEMAPS: ABOVE AND BEYOND THE containing every relevant navigation page and product on your site, including dynamic
CRAWL OF DUTY, APRIL 2009 landing pages. A good sitemap generator should eliminate any duplicate URLs too, which
otherwise will dilute your rankings.
DON’T FORGET TO INDEX DYNAMIC PAGES
If you have billions of dynamic pages created by an on-site search engine, you need to
indicate to spiders which intersections of product attributes are the most valuable so they
can prioritize their indexing. You probably have a map for your static pages – don’t forget
about the dynamic ones.
REDIRECT USERS TO NEWER PAGES
As you update products and content on your Website, preserve rankings and inbound links
by implementing 301 redirects from old pages to new pages. These redirects help spiders
log changes of address, signaling that there has been a permanent move and that all visitors
should be forwarded to the new URL.
While search engines will (eventually) find your sitemap on their own, it is a good idea
to push an XML and HTML sitemap to the major web search engines on a regular basis,
ensuring accurate and more frequent indexing as your site is updated.
ENDECA TECHNOLOGIES | 4 SEO Fundamentals to Boost Natural Search Traffic 9

11. ROI FOR SEO – HOW MUCH BANG FOR YOUR BUCK
Just by getting started with the four SEO fundamentals outlined above, you will see an
automatic increase in the amount of natural search traffic that comes to your site. But, if
you own the SEO strategy at your company, it’s important to understand what it took to
climb higher on the search results page and how to find ways to climb even higher.
Business owners who contributed budget to optimize your Website for natural search will
want to know that they are getting a good return on their investment. Thankfully, there are
CALCULATING ROI many ways to demonstrate that your SEO efforts are working.
Below here are some key metrics and techniques you can use to prove the effectiveness of
ROI is more than total revenue
your initiatives and help justify continued investment in SEO.8
divided by cost. Use James
Lenskold’s method from
NUMBER OF PAGES INDEXED BY WEB SEARCH ENGINES
Marketing ROI:
Use this metric to show how much your Website’s footprint has grown. Make sure to take a
GROSS MARGIN — MARKETING INVESTMENT snapshot before you begin your optimization efforts, and then take another snapshot once
MARKETING INVESTMENT your changes are in place. A Google search using the “site:<insert URL>” operator is a quick
and easy way to get this number. For example, a search for “site:nbi-sems.com” reveals
You will get a clearer view into how NBI, a Website selling educational content and materials to the legal community, has
the true life from your SEO hundreds of thousands of rich product pages indexed by Google.
efforts using this method.
CHANGES IN TRAFFIC AND CONVERSION FROM NATURAL SEARCH
These metrics will help you show the impact of SEO on revenue. Look at what percentage
of total traffic is a result of natural search traffic, versus traffic from paid search campaigns.
Once you begin to see more traffic from natural search, you may be able to optimize paid
search spend by targeting more high-traffic keywords.
CHANGES IN KEYWORD RANKINGS
Know your top 100 to 500 keywords and measure how your results-page rankings change
over the course of your initiative. If you’ve implemented targeted landing pages, make sure
to track how much traffic comes through long-tail “side doors.” You can even determine the
conversion rate and average order size for that specific segment of Website traffic.
As you start out with your SEO efforts, plan to succeed. Do some research on your industry
and get a clear picture of what others are doing for SEO. How much budget are your
competitors allocating to SEO versus paid search? What benchmarks are they setting?
What kind of return are they seeing or expecting?
Your research will initially help you get a sense of the kind of goals you should set for your
SEO initiatives and what kind of returns you can expect for your budget dollars. It never
hurts to place statistics like these in front of your management to help set expectations and
to illustrate how to stay competitive.
ENDECA TECHNOLOGIES | 4 SEO Fundamentals to Boost Natural Search Traffic 10

12. CONCLUSION
Whether or not you act on the advice in this whitepaper, the core message is to keep a good
balance between site content and site architecture. By following this simple tenet, you will
keep your customers’ objectives at the heart of your SEO strategy, from writing web content
and making a good impression at the point of search, to helping spiders understand your
site so they can guide your customers to you. And when you do that, your online business
will thrive.
ENDECA AND SEO
Endeca search technology not only helps you enhance the user experience on your site – it
can also play a pivotal role in your SEO strategy by helping your site draw more visitors
in the first place. By taking advantage of the close relationship between the search and
navigation on your site and your SEO initiatives, you likely will find an opportunity to
increase site traffic in dramatic ways.
Combined with core capabilities of the Endeca Platform, Endeca’s SEO Module helps you
outpace the competition and generate more targeted clicks at a much lower cost.
First, Endeca’s Guided Navigation® experience, when integrated with your site taxonomy
and search, can create a dynamic site with millions of different paths to products of interest.
The opportunity grows as you add more data and content to support your visitors as they
explore your site. Endeca can help you incorporate user-reviews, video, and product
guides into the site experience, expanding the attributes available for visitors to explore
and increasing the number of places your valuable content is exposed to users. Endeca’s
Commerce Suite also provides online merchandisers with the tools they need to easily
create and publish dynamic landing pages triggered for top search queries or facets.
Next, Endeca’s SEO Module amplifies these core capabilities of the Endeca Platform with
the ability to automatically public dynamic site maps, remove duplicate links, and transform
URLs into formats that are preferred by web search engines.
If you would like to learn more about what Endeca can do for your SEO initiatives,
please contact us at 617.674.6300.
Check out our customers’ SEO success stories online. Visit Endeca.com/SEO.
ENDECA TECHNOLOGIES | 4 SEO Fundamentals to Boost Natural Search Traffic 11

13. FOOTNOTES & RECOMMENDED READING
1
U.S. Interactive Marketing Forecast, Forrester Research, July 6, 2009 – updated January 11, 2010.
For more information on marketing trends and spending on SEO, see “Search Engine Optimization Starts With Good Site
Design”, Forrester Research, January 2008 and, Search Marketing Benchmark Guide 2009, MarketingSherpa.
2
comScore, “Global Search Market Draws More than 100 Billion Searches Per Month,” Worldwide Search Market Overview,
July 2009. “The total worldwide search market boasted more than 131 billion searches conducted by people age 15 or older from
home and work locations in December 2009, representing a 46-percent increase in the past year. This number represents more
than 4 billion searches per day, 175 million per hour, and 2.9 million per minute. The U.S. represented the largest individual
search market in the world with 22.7 billion searches, or approximately 17 percent of searches conducted globally. China ranked
second with 13.3 billion searches, followed by Japan with 9.2 billion and the U.K. with 6.2 billion. Among the top ten global
search markets, Russia posted the highest gains in 2009, growing 92 percent to 3.3 billion, followed by France (up 61 percent to
5.4 billion) and Brazil (up 53 percent to 3.8 billion).” Here’s the link to that data: http://comscore.com/index.php//Press_Events/
Press_Releases/2010/1/Global_Search_Market_Grows_46_Percent_in_2009
3
See the iProspect-sponsored “Blended Search Results Study,” conducted by JupiterResearch and The NPD Group. Their
findings showed that nearly seven out of 10 respondents said they clicked a search result within the first page of results, and 92%
clicked a result within the first three pages of search results. More search engine users surveyed clicked the first page in 2008
(68%) than did so in 2006 (62%). At the same time, fewer search engine users surveyed were willing to click results past the third
page in 2008 (8%) compared with 2002 (19%).
4
A frequently cited metric shows that natural versus paid search clicks lead to significantly more conversions via US Search
Engines (% of converted first clicks): 55.4% versus 44.6% respectively. Data is from the August 2006 360i and SearchIgnite
white paper “Giving Clicks Credit Where They’re Due, Part Two: The Value of Assists for Natural and Paid Search Conversions.”
5
Based on advertising or marketing tactics search engine advertisers worldwide believe yield the best return on investment
(ROI), paid placement ranked 54% and SEO ranked 50%. Data is from the June 2008 Search Engine Marketing Professional
Organization (SEMPO) report “The State of Search Engine Marketing 2007.” 341 search engine advertisers and 541 search
engine marketing (SEM) agencies from the US (63%), Canada (11%), the UK (5%) and other (21%) were polled online by Radar
Research via IntelliSurvey Inc. during December 2007 - January 2008.
6
A recent study of online purchasing behavior showed that 51% of consumers (between the ages of 14-75) purchased a product
based on an online recommendation. Data is from the December 2009 Deloitte report titled “State of the Media Democracy
Fourth Edition: Select U.S. Highlights.” 2,046 consumers ages 14-75 were surveyed online during September 11 - October 13,
2009.
Another study showed that of online resources that US Online Shoppers consider useful for researching or purchasing products,
user ratings and reviews 73% and search engines ranked 86%. Data is from the February 2009 richrelevance and Bazaarvoice
report titled “Online Retail: Driving Relevant Experiences” for which JupiterResearch surveyed over 800 US consumers in
November and December 2008.
7
The Longtail: Why the Future of Business is Selling Less of More, Chris Anderson, New York: Hyperion, 2006.
Although the Long Tail theory has come under fire in the past few years, when it comes to web search queries the theory holds
strong. Below are a few sources pointing to statistics that long tail traffic regularly produces over half of search traffic to large
sites: Wired Blog Network, “Google’s Long Tail”, Feb 12, 2005, Read Write Web, “Google’s Udi Manber”, June 21, 2007, Hitwise
Intelligence, “Sizing Up the Long Tail of Search”, Nov 2008.
Making balanced recommendations on how to invest in the long tail, Anita Elberse in her article entitled “Should You Invest
in the Long Tail” (Harvard Business Review, July-August 2008, page 98) advises online retailers to not put all their eggs in the
“long tail” basket, and to still acquire and manage customer by using their most popular products. However, “if the goal is to
cater to your heavy customers, broaden your assortment with more niche products. [Her] research shoes that even when online
assortments of [products] are enormous, and thus even the most frequent customers could easily satisfy their appetites with
products in the top decile, those customer are disproportionately active in the tail. They want a wide assortment, so offering one
helps attract and retain them.”
8
In the October 2009 article entitled, “How Interactive Marketers Can Secure Budget From Their CMOs”, Forrester Research
outlines a three-step process to gather marketing budget intelligence and make the case for your campaign spend, technology
purchase, and additional headcount. They also provide a tool to help you estimate total cost and return.
ENDECA TECHNOLOGIES | 4 SEO Fundamentals to Boost Natural Search Traffic 12

14. © 2010 Endeca Technologies, Inc. All rights reserved. Endeca and Guided Navigation are registered trademarks, and MDEX Engine and Guided Summarization are trademarks of Endeca Technologies, Inc. All other product
and service names mentioned herein are or may be registered trademarks or trademarks of their respective companies or organizations.
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