Search data as a source
Use zero-result searches and low CTR to discover relevant new terms.
Synonyms
Connect customer language with the words in your catalog.
Synonyms help when visitors use a valid term other than the product data. Good management at the same time prevents rules from becoming too broad and deteriorating relevance.
Direction
Support one-way relationships where necessary instead of making everything automatically equivalent.
Context
Assess terms within category, brand and assortment to limit unwanted overlap.
Governance
Capture reason, owner and evaluation moment for important rules.
International
Manage customer language and local terminology by market rather than one universal glossary.
Measuring effect
Check not only zero-result searches, but also CTR and conversion after changes.