How to Develop a Winning Retail Search Strategy

Retailer websites are increasingly becoming the go-to source for consumers searching for products online. Recent analysis shows that many shopping journeys begin on eCommerce platforms, with 44% of all product searches starting on marketplaces. Understanding how to create a compelling retail search strategy is crucial for brands looking to increase visibility and drive e-commerce sales. This comprehensive guide delves into the critical components of a successful retail search strategy, from understanding the basics to implementing advanced tactics to give your brand a competitive edge.

Understanding Retail Search

Retail search functionality on websites allows shoppers to find products in a way similar to search engines but with simpler algorithms tailored to retail environments. While these platforms' search algorithms are less complex than those of general search engines, they are continuously evolving, becoming more sophisticated to better match shopper queries with relevant products. Retail search is not just about matching products to search terms; it's about optimizing your presence to meet shopper intent, whether they are browsing for ideas, comparing products, or ready to make a purchase.

Retailers also offer Paid Search campaigns, which allow brands to improve their ranking in search results and gain more visibility compared to organic search alone. Paid search is becoming a critical touchpoint in the shopper's journey, often determining which products consumers purchase. This article explores how keywords are crucial in retail search, the importance of balancing organic and paid efforts, and strategies to optimize your brand's presence across retail platforms.

Keywords in Retail Search

Keywords are the foundation of any retail search strategy. They are the terms shoppers type into retailer search bars when looking for products. There are two primary types of keywords that brands need to consider:

Branded Keywords refer to searches for a specific brand or manufacturer by name. They are typically used by shoppers who are already familiar with your brand and are likely further along in their purchase journey.
Unbranded Keywords: These are generic terms related to product categories, such as "chocolate" or "gluten-free pasta." Unbranded keywords are more commonly used by shoppers in the discovery phase, looking to explore options without a specific brand in mind.

Understanding how shoppers use these keywords at different stages of their journey is crucial for creating targeted content that meets their needs. Brands must align their strategies to capture shoppers' attention at various points in their decision-making process, from initial research to final purchase.
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The Role of Retail Search in the Consumer Journey

Retail search is not just a tool for finding products; it's an integral part of the consumer journey. Every time a shopper uses the search bar on a retailer's site, they express intent—whether to discover new products, compare options, or make a purchase. Recognizing the different stages of the consumer journey and tailoring your retail search strategy accordingly can significantly enhance your brand's visibility and conversion rates.

Awareness Stage: At this stage, consumers typically use broad, unbranded keywords to explore their options. Your goal should be to appear in these searches to build brand awareness and attract potential customers.
Consideration Stage: Here, consumers are more specific in their searches, often using a mix of branded and unbranded keywords. They are comparing products and looking for detailed information. Providing explicit, keyword-optimized product content is essential.
Decision Stage: In the final stage, consumers are ready to buy and may use branded keywords. This is where organic and paid search efforts should converge to ensure your products are visible and compelling enough to convert.

Organic vs. Paid Retail Search: Balancing the Two

Balancing organic and paid search efforts is essential across the entire shopper journey. While organic search results are influenced by your product content—such as titles and descriptions—paid search allows brands to increase their share of search results and improve visibility. Here's how to approach both:

Organic Search: The appearance of your products in organic search results is mainly influenced by how well your product content is optimized. This includes product titles, descriptions, bullet points, and images. To improve organic rankings, ensure your content is rich with relevant keywords, accurately describes the product, and engages the shopper. High-quality photos and videos can improve your online presence and interaction.
Paid Search: Paid search campaigns allow you to bid on keywords to secure a top spot in search results, often appearing above organic listings. Paid search is particularly useful for highly competitive keywords requiring more than organic search. By investing in paid search, you can ensure your products are prominently displayed when shoppers are most likely to convert.

Crafting a Retail Search Strategy

Creating a winning retail search strategy involves several critical steps. Each step affects how effectively your brand can capture search traffic and convert it into sales.

Assess Your Strengths and Weaknesses: Start by evaluating your current position in organic search. Identify areas where your products perform well and where they may need improvement. This includes analyzing whether your competitors are bidding on your branded keywords, which can steal potential customers from your brand. Enhancing your product content is often the most cost-effective way to improve your organic search listings.
Understand the Consumer Journey: Tailor your strategy to match the stages of the consumer journey. Are shoppers ready to buy, or are they browsing for inspiration? Remember to align your keyword targeting and content strategy to engage with consumers at every stage of their journey..
Research Keywords Thoroughly: Dive deep into keyword research on each retailer's platform. Identify top-ranking keywords and explore niche opportunities that may be less competitive. Understanding the nuances of what consumers are searching for—such as specific product attributes like "organic" or "sugar-free"—can help you refine your content and bidding strategy.
Align Your Markets: Recognize that eCommerce is a global phenomenon that influences offline sales and vice versa. Retail search will be highly competitive in some markets, while others may be less saturated. Leverage insights from advanced markets and apply them to those still developing while customizing your approach based on regional differences.
Define Your Strategy by Retailer or Category: Different retailers and product categories require tailored strategies. For instance, something other than what works for the beauty category on one platform may work for food and beverage. Assess each retailer's search capabilities and develop a strategy that aligns with your goals for that specific platform.
Use Data to Drive Decisions: Continuously monitor your retail search efforts to see what's working and what isn't. Testing and learning are critical components of a successful strategy. As your efforts grow, consider using automated Digital Shelf tools to track performance and make data-driven adjustments to your strategy.

Measuring Success in Retail Search

A key metric to monitor in retail search is your Share of Search. This metric indicates the proportion of search results your brand captures compared to competitors on a retailer's site. It's a critical indicator of how well your products perform in search relative to the competition.

Share of Search = Number of search results for your brand ÷ Number of search results for all competitors

Benchmark your online Share of Search against your offline market share to gauge the effectiveness of your retail search strategy. Your online share should be higher than your in-store market share, reflecting digital channels' broader reach and potential.

Conclusion: Optimizing Your Retail Search Strategy for Success

Retail search is a dynamic and evolving field that requires constant attention and adaptation. By understanding the importance of keywords, balancing organic and paid efforts, and tailoring your strategy to the unique aspects of each retailer, you can significantly enhance your brand's visibility and drive e-commerce sales. Remember, the key to a winning retail search strategy lies in continuous optimization, data-driven decision-making, and staying ahead of industry trends. As consumer behavior shifts and eRetail platforms evolve, your approach to retail search must also ensure that your brand remains competitive and successful in the digital marketplace.

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