The more specific a retailer can be in its keywords at search engines, the better the chances of converting shoppers to buyers, says Andy Wetzler, president of MoreVisibility.com, a Boca Raton, FL-based search engine positioning firm.

MoreVisibility worked recently with New York’s Metropolitan Museum of Art to optimize search results for a number of products. "We’re trying to deliver quality traffic to their web store so we’ve come up with specific key words and phrases targeted specifically at customers looking for certain products,” Wetzler says. "Chances are that the person searching online for a Grecian urn is more likely to convert a sale than someone generally searching for just Greek art.”

Such specificity is more necessary now than it was a year or two ago because of the increased number of online retailers, he says. "The web continues to be more robust with more retailers online and more shoppers," he says. "The only way to stand apart from the crowd is to get more detailed about the products being sold. We are firm believers that e-commerce conversion comes from narrower search terms."

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