Interpretability Engine Optimization
Eleven articles on the product, the brand and the transaction: a common store problem in each, and the part of IEO that fixes it.
The Platforms Now Describe Your Products For You
Google, Meta, Amazon and Shopify use your catalog to describe your products for you. What they can use depends on one step many stores skip: interpretation.
A Shopper Asked Google About Your Product. The Answer Was Wrong.
Google’s AI answers shoppers’ questions about your products. When the answer is on your page but not in a field, the machine fills the gap.
Your About Page Says Who You Are. No Machine Can Use It.
Your About page tells people who you are. The product data AI shopping assistants work from rarely carries any of it. Here is how to connect them.
Your Product Page Is Perfect. The Sale Fails at Shipping and Returns.
Your shipping page, FAQ and product page each say something different about returns. A machine can’t tell which is true. Here is how to say it once.
Meta Built Your Ad. Your Best Selling Point Stayed in a Paragraph.
Meta assembles your catalog ads from your product fields. Material, color and pattern are optional, so many catalogs leave them empty.
"Organic", "Made in Italy", "Doctor-Founded". Which of Your Claims Can a Machine Trust?
Organic, made in Italy, doctor-founded. Your claims sell to people. A machine needs to know who said each one and what’s published behind it.
Free Delivery. But Will They Carry It Upstairs?
“Free delivery” answers one question. A shopper on a third-floor walk-up asked another. Here is how to state stairs and assembly as data.
Shoppers Search Your Store for Things You Sell. And Find Nothing.
A shopper searches "wool coat", finds your coats, taps the Wool filter, and they vanish. The word is in the description; the field is empty. Here is the fix.
Your Brand Has Three Names Online. A Machine Sees Three Companies.
"Ellery & Co.", "Ellery", "Ellery Home". Same brand, three strings, and nothing that tells a machine they're one. Here is how to make the connection explicit.
"Save 15%" Is on the Page. The Cancellation Policy Isn't.
Your subscription page says “save 15%” and “monthly”, not when a customer can cancel. Here is how to keep a missing condition missing until you fill it.
The Method Behind Every Before-and-After You Just Saw
The five-step IEO cycle, the five kinds of gap it finds and the two checks that keep it honest. An open method agencies can run on any store, with any tools.
Read the pillar behind this series: Interpretability Engine Optimization →