How to Use Search Merchandising to Boost E-Commerce Revenue

When a customer searches your store, the order of the results matters more than you might think. The first 3-4 products on the page get the vast majority of clicks. Everything below the fold might as well not exist.

Search merchandising gives you control over that order. Instead of letting an algorithm decide which products appear first, you can promote high-margin items, feature new arrivals, bury discontinued products, and run targeted promotions — all based on what customers are searching for.

The Four Core Tools

1. Pinning

Pinning forces a specific product to a specific position in search results for a given query. If someone searches "guitar" and you want your flagship model to always appear first, you pin it to position #1.

When to use pinning:

• Promoting your best-selling or highest-margin product for popular queries
• Ensuring a new product launch gets visibility
• Featuring a product that's part of a current promotion

2. Boosting

Boosting moves a product higher in results without locking it to a specific position. A boosted product might move from position #15 to position #3, but the exact position depends on what else matches the query.

When to use boosting:

• Promoting a category of products (e.g., boost all "new arrivals")
• Giving higher visibility to products with better margins
• Surfacing seasonal items during relevant periods

3. Burying

Burying pushes a product down in results without removing it entirely. The product is still findable if someone scrolls or searches specifically for it, but it won't appear at the top.

When to use burying:

• Pushing out-of-season items down during peak seasons
• De-prioritizing low-margin products
• Moving products with poor reviews lower in results
• Keeping discontinued items visible (for warranty/support searches) but not prominent

4. Promotional Banners

Search banners display targeted messages within search results for specific queries. When someone searches "guitar," you can show a banner for your current guitar sale — complete with a link, an image, and a call to action.

When to use banners:

• Announcing sales or promotions tied to specific product categories
• Cross-selling related products or accessories
• Highlighting free shipping thresholds or bundle deals
• Promoting loyalty program sign-ups to high-intent searchers

Revenue-Driving Strategies

Strategy 1: Promote High-Margin Products

Identify your top 20 search queries (your analytics dashboard will show you). For each query, check which products currently appear first. If a low-margin product is getting all the clicks, boost your high-margin alternative above it. The customer still finds what they need, but you earn more per sale.

Strategy 2: Seasonal Rotation

As seasons change, adjust your merchandising rules. Boost winter coats in October, bury them in March. This keeps your search results feeling fresh and relevant without requiring catalog changes.

Strategy 3: New Product Launch Support

When you launch a new product, pin it to the top of relevant queries for the first 2-4 weeks. This gives it the visibility it needs to accumulate reviews and sales history. After the launch period, remove the pin and let it rank naturally.

Strategy 4: Search Redirects for Non-Product Queries

Some customers search for things that aren't products: "return policy," "shipping times," "contact us." Instead of showing zero results, set up search redirects that send them directly to the right page. This improves the customer experience and reduces support tickets.

Strategy 5: Banner-Driven Upsells

When someone searches "phone case," show a banner for your screen protector bundle deal. When someone searches "coffee maker," show a banner for your coffee subscription. Targeted banners catch customers at their highest point of purchase intent.

Measuring Impact

Track these metrics before and after implementing merchandising rules:

• Click-through rate (CTR) on search results — are more people clicking?
• Revenue per search — are searches generating more revenue?
• Zero-result rate — are search redirects reducing dead ends?
• Banner click-through rate — are promotions driving action?

Getting Started

You don't need to merchandise every query on day one. Start with your top 10 search terms, apply a few rules, and measure the impact over two weeks. Once you see the results, expand to your top 50 queries. Small, targeted changes to high-volume queries will have the biggest impact on your bottom line.