The presentation is derived from my whitepaper Are you Making The Most of Shopping Portals ? (PDF file). The message is
The “search tail” is often under-exploited by merchants. Most merchants
own product data that can be turned into a “quick-win” in search
marketing terms. My advice is get (1) “your data out” and (2) filter
and push your data to the head of the search. Often the most popular
and profitable keyword emerges from the tail; all a question of finding
it and promoting it to the main page.
A large database of product information is worth its weight in gold in
search marketing terms. Learn to exploit it and you will improve both
search head and search tail. I have analytics for a shopping site
(shopping.enclick.com) that started using dynamic top 10 list of
products and categories based on measuring search traffic to the site.
Send me an email, (paul dot elosegui at enclick dot com) if you want to meet up.