• by Laurie Sullivan  @lauriesullivan, June 6, 2012

BloomReach took another step to optimize Web sites through its Web Relevance Engine (WRE) on Wednesday. The technology now supports real-time optimization techniques that automatically update Web pages to only serve up relevant and in-stock items with current pricing. Custom content is served to site visitors based on whether the person came from a social network or a search engine and what they queried.

It seems like a simple concept to only show in-stock products and update pricing. IT enterprise inventory systems do this automatically. But BloomReach Co-founder and CTO Ashutosh Garg calls it a complicated task for the Web to determine real-time content based on search terms or destinations. While marketers know landing pages related to paid-search ads and organic listings must continually have up-to-date and new content or risk being pushed down search results pages, those related searches still serve up outdated content.

Relevance is the most important factor in consumer satisfaction when it comes to the online shopping experience. Customers often receive outdated products and prices because companies are sacrificing relevance for Web rankings and page performance.

Worse yet, if the Web site offers a specific type of sports shirt, but doesn't support the theme, such as football or golf shirts, the keyword the consumer searches on will not serve. The technology doesn't slow the page rendering as it updates content, according to Garg.

BloomReach created WRE to quickly analyze one billion consumer interactions and interpret products and services on more than one billion Web pages daily. The technology, which supports companies like Williams-Sonoma, Orbitz and Drugstore.com, assists Web sites to capture existing requests across search, social and advertising channels, driving an average 80% increase in non-branded natural search traffic and revenue.

The technology can update data across hundreds of customers and millions of products in less than 100 milliseconds. Doing so in real-time reduces the possibility of inaccurate product information being displayed and frustrating potential buyers. BloomReach points to IBM data that estimates 90% of Web content was created in the last two years alone.