What is searchandising?

8 min read

Good searchandising is based on the data that fuels every business with billions of daily actions and interactions. Using the right tools and techniques, this data can be effectively transformed into actionable results and sound business decisions.

Let's start with what searchandising is. Searchandising is the customization of a search engine in a way that goes beyond mere relevancy. Relevance is a way of measuring how well an item matches a customer's search phrase. Search results will be returned in order from most to least relevant. And while scoring items based on relevance is a good foundation for a search engine, further influence on how items appear in search results yields higher conversions.  

How to searchandise?

Promote items or groups of items 

There are many ways to create an effective search engine. One of them is to consider promoting items or groups of items in search results. Website search is where a considerable number of customers begin their journey on your site. Promoting items or groups of items is an effective way to shorten the customer's path to them, if not make them visible at all.  

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Narrow down search results 

Another way to tailor your search results to your business needs is to narrow your search results. Filtering is a useful way to present best-fit items based on unique business knowledge gathered from other channels of customer interaction with your products.  

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Personalize search results 

One essential aspect of customizing items returned by a search engine is personalization, where we use our state-of-the-art personalization models. It not only shortens the path to conversion but also enhances the customer experience. Using a one-to-one marketing strategy makes customers feel important and taken care of. If they are presented with products that match their preferences, they will gladly return to your site in the future. Additionally, personalization in search results allows you to increase several KPIs in one go. 

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Take a closer look at frustrating searches 

Measuring user behavior during search interactions is essential to developing and optimizing many aspects of search performance. Beyond basic statistics like conversions or revenue generated by the search, key insight lies in the phrases that didn't return any results. By taking a closer look at these phrases, you can discover what your searchandise is missing. It may also bring to your attention that users are using phrases that are missing from your catalog item descriptions, which could be a hint to update your feed. 

This brings us to what characterizes a good search engine.  Such a search engine will allow you to enrich your item data without having to change your catalog or feed. It's a definite advantage, especially since the number of resources that may be needed to make changes can be overwhelming. This is why a search engine should allow you to add item information easily and smoothly.  

Why is Searchandising important? 

Today's users expect businesses to maximize personalization and respond quickly to their demands at all touchpoints with the company, and search engines are no exception in this case. 

While search engines can be a black box for many businesses, they represent huge growth opportunities for e-commerce companies that are sometimes overlooked. A well-configured search engine will make your customers feel more cared for and valued, which will enhance their browsing experience and make interacting with your site easier and more enjoyable. In turn, customer satisfaction will translate directly into better KPIs and increased conversions. 

Synerise has got you covered 

We have answers to all your searchandising requirements. Their implementation is both quick and requires no coding skills. All settings and enhancements can be easily configured in the AI search settings on the Synerise platform. Let's look in more detail at the features that can be implemented in a search engine. 


Rules are the answer to how to promote items based on their attributes. They allow you to promote a group of items based on their brand or category. What's more, you can create a rule that promotes items only for specific user query phrases. You can also promote specific items for specific positions in search results. All this without having to enter even a single line of code. 

Filtering items only requires you to specify the attributes by which to filter. You can also use rules to filter results only for certain queries. Rules also allow you to detect whether a brand or category (or any other attribute value) has been used in a query and to dynamically filter results by that value, reducing the number of rules you need to create to one, instead of one for each, for example, brand. 

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The search module has predefined analytics that measures key KPIs. We also track what phrases did not return results, what filters were used, and what queries were searched most frequently. However, it is always possible to build custom dashboards in the Analytics module based on user interaction with the search engine.   


Synonyms are another powerful feature that allows you to identify substitutes for words and phrases to enrich your product data without having to make changes to your product card or catalog, which requires more time to implement the solution. 

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For more information about the capabilities of the search engine, see Synerise documentation

Get inspired with Search Engine Use Cases 

Apply synonyms in the search engine 

Learn how to create synonyms for a specific query. 

Promoting new items when a certain phrase is searched 

Learn how to promote specific products when a customer searches for an item by a specific phrase. 

Promoting mobile accessories in search using context rules 

Learn how to create rules that will promote products that are a perfect match for a user's query. 

Promoting brands and specific items with rules

Learn how to use search rules to promote items from specific brands and how to return an item to a specific position in search results.


Synerise is an advanced data-driven platform for all your searchandising requirements, giving e-commerce stores powerful tools to increase their KPIs. By leveraging state-of-art AI models, Synerise enables you to create amazing search results that address the needs of all your customers, increase your revenue, and keep you ahead of the competition.