If you’ve ever searched for “pants” and the store showed you everything but trousers, you’ve experienced the hidden challenges of e-commerce synonym management. On the surface, it seems simple: just create lists of related words and let the algorithm handle the rest. But the reality is far more complex.
In this issue, we’re diving deep on ways you can build smarter synonym groups that adapt to context, and why tuning for seasonal search trends can transform your on-site experience from frustrating to frictionless.
The Common Mistake: Static Synonyms, Missed Intent
Most e-commerce platforms treat synonyms as static and universal. They assume “pants” always equals “trousers” and “joggers” are just fancy sweatpants. The problem? Context changes everything.
Take this scenario: A user searching for “pants” in July might be looking for lightweight chinos or linen trousers. In December, they’re more likely searching for fleece-lined joggers or thermal pants. If your search engine doesn’t adapt to these shifts, you’re missing an opportunity to connect users with exactly what they need, right when they need it.
Strategy 1: Building Contextual Synonym Groups
A synonym group isn’t just a list of related words, but a dynamic map of intent. Here’s how to build synonym groups that actually enhance search results:
1. Segment by Search Context, Not Just Language
- Product Type: Create nuanced groups for ambiguous terms. For example:
- “pants” → “trousers, slacks” (formal context)
- “pants” → “joggers, track pants” (athleisure context)
- Audience Needs: If you know a shopper is browsing your “workwear” section, “pants” should surface formal options like “dress slacks” and “khakis.” But for “activewear,” that same query should pull up “compression pants” and “yoga joggers.”
2. Use Behavioral Signals to Refine Groups Over Time
Synonym groups should evolve based on real customer behavior. Track what users search for, where they click, and how often they refine searches. If 70% of users searching for “sweats” click on joggers instead of fleece sweatpants, you’ve just found a tuning opportunity.
Strategy 2: Seasonal Synonym Adjustments
Shopping behavior isn’t static. Synonym strategies shouldn’t be either. Just like fashion changes by season, so too do customers’ search terms and expectations.
1. Track Seasonal Query Trends
Look at your search logs from last year’s Black Friday sale or spring clearance event. Did “boots” spike in October? Did “shorts” peak in April? Seasonal patterns can inform when to expand or narrow your synonym groups.
- In winter, “shoes” might need to prioritize boots, while in summer, “shoes” should surface sandals and sneakers.
- During back-to-school season, the term “pants” might need to emphasize “uniform trousers” rather than athleisure.
2. Implement Dynamic Rules for Seasonal Tuning
Instead of hard-coding synonyms year-round, create a system for automated seasonal adjustments. Platforms like Algolia and Elasticsearch support dynamic rules that change based on date ranges or merchandising priorities.
Example:
In December, automatically prioritize “thermal joggers” when someone searches for “sweatpants.” Come spring, revert to lighter joggers and training pants.
Strategy 3: Avoid Overlapping Synonyms that Hurt Precision
It’s tempting to lump every related term into one mega-group, but this creates confusion. Here’s a cautionary tale:
If “joggers,” “sweatpants,” and “leggings” are all synonyms for “activewear,” your search engine might show leggings to someone who explicitly wanted joggers.
Fix: Use “Hierarchical Synonyms”
Think of these as sub-categories within a broader group:
- Activewear → joggers (subgroup 1), sweatpants (subgroup 2), leggings (subgroup 3)
By preserving hierarchy, you maintain precision while still broadening options.
The Bottom Line
Synonym management in e-commerce isn’t just a backend function – it’s a powerful lever for improving the customer experience and driving sales. By building contextual synonym groups, adapting to seasonal trends, and avoiding “one-size-fits-all” lists, you can turn messy searches into meaningful results.
So ask yourself:
- Are your synonym groups static or evolving with customer behavior?
- Does your search engine understand that “pants” in winter means something different than “pants” in summer?
- Are you prioritizing precision over overreach?
The brands that get this right make their search engines feel smart. The ones that don’t? Their customers bounce.
Next time someone searches for “pants,” make sure your site knows exactly what they mean, and shows them exactly what they need.
Until next time,
Josh