Editorial Recommendations at Target.com

Times sure have changed! When it comes to Editorial Recommendations, we can learn a lot from looking at how these articles have been used over the years, from their early days of publication in journals and magazines to their current use on eCommerce websites such as Target.com. Not only that but looking at the changes that have taken place over the last several years in the world of Editorial Recommendations can help us learn some new things about the approach we should take when writing these articles and working with them. After all, gone are the days when we simply wrote them, published them, and let them do their job. 


Today, Editorial Recommendations need to be a lot more evergreen than they were in the past. These articles can live on sites such as Target.com for potentially years at a time, which is why it’s so important for those writing these articles to know what they need to be doing to make sure Editorial Recommendations can continue working long after they first go live. Several steps can be taken to make sure Editorial Recommendations can remain useful to both customers and publishers for a long while. Notably, it is vital to continually refresh Editorial Recommendations with new and relevant content over time. Not only will this keep them up to date, but it will also allow them to continue being a driving economic force for the website they are published on. 


Editorial Recommendations Can Last


Among the first things to note is that Editorial Recommendations can and should be written to be as evergreen as possible in the first place. In the early days when Editorial Recommendations were written for print publications, it was much more common for these types of articles to be written on trending topics. It would not be surprising to find a list of items under review such as the “Best Holiday Dresses for 2008” or the “Top Car Products of 2011”. However, there is a big reason these types of trendy Editorial Recommendations do not work as well as they used to. Back in the day of print publication, a person might have read through this type of article a few times before they threw out their journal or magazine, and the article was promptly forgotten. 


Now things are entirely different. That article can stay online for quite a while, with some of the oldest Editorial Recommendations to be found online at sites such as Target.com dating back several years. Additionally, while “Right to be Forgotten” laws apply in Europe, which require search results be taken down after a set amount of time upon request, these same laws do not apply in other countries, including America. This means that the amount of time an Editorial Recommendation can remain online currently remains indefinite. 


One thing to remember is that because the amount of time they are published on a website such as Target.com remains indefinite, continuing to refresh these articles with the most relevant information possible ensures they will not become outdated (at best) or even potentially embarrassing (at worst) to the publisher and website. For example, if a product was initially published within an Editorial Recommendation and then later found to be faulty or even dangerous to use, recommending it to potential customers could be incredibly problematic. This brings us to something that it is important to note—in the world of Editorial Recommendations, information can age much more quickly than you may realize.


Editorial Recommendations Can Age Quickly


Can you remember the must-have toy of the holiday season from last year? How about the toy every child had to have two years ago, or three years ago? The point I am trying to make is this—trends change quickly. When writing Editorial Recommendations, including trendy and must-have items can make for a more interesting article that will lead to a lot of purchases, but it can also lead to an article that will likely become dated much more quickly. 


For one thing, these items tend to go out of style and out of fashion faster than other types of items such as everyday necessities or home goods. However, you may be likely to encounter another issue when writing Editorial Recommendations, especially for bustling eCommerce sites such as Target.com, which is that trendy and bestselling products tend to go out of stock quickly. This is especially true with products such as children’s toys or clothing items that are only sold on a seasonal basis. Sellers may only release a certain amount of these products over a few months. After this, no more of the item may be released, which means the item’s listing will eventually go dead. 


Another issue that can arise is the decline in the reputation of certain items. This is an especially big problem when new products hit the market, and consumers have not thoroughly tested them. Only after the products have received more extensive use can more information be available about the products. Having Editorial Recommendations not provide accurate information about a product or include products that now have a less-than-stellar reputation diminishes the overall credibility not only of the article itself but of you as a publisher. This is why it is crucial to be sure you are checking on your Editorial Recommendations, noting whether there are dead links on products, and making a note of current reviews on products to determine whether there are any items that have suffered significant declines in their reviews and rankings.


Editorial Recommendations Can Be Kept Fresh


While it may seem like a challenge to keep an Editorial Recommendation fresh, especially if it has been online for quite some time, it doesn’t have to be as difficult as you may think. One thing that you should remember is that putting in the work to keep up with your Editorial Recommendations over time requires much less effort than rewriting a single article, and doing this can lead to significant returns.


Among the most important things to pay attention to include aforementioned declines in revenue from items out of stock or decreases in an item’s popularity. If you have noticed an Editorial Recommendation is not performing as well as it did in the past, it’s worth looking at the items on that list and determining where the issue lies. 


Another thing to note is the keyword set used for that Editorial Recommendation. It is the keywords that drive people to find these articles as they search for items on Target.com. Pay attention to the keyword set being used for the competition to get a better idea of what you should be using for your Editorial Recommendations.


Finally, if there comes a time when you need to find new products to replace items that have declined in popularity to the point where they no longer suit your article or in cases where the listing has died, the simplest fix is to use a new ASIN. This can quickly and efficiently resolve the issue in most cases. Always remember that there is most often no need to write an entirely new Editorial Recommendation. Simply updating the copy and finding new items can go a long way toward ensuring continued success, whether you are publishing on Target.com or any other eCommerce website.


Be Programmatic


It can be tempting when you see declines in your revenue to abandon what you’re doing and start from scratch. However, there’s no reason to do that, and dropping your current set of Editorial Recommendations can be a tremendous waste! All you need to do is give your Editorial Recommendations a little bit of TLC, and they can continue to thrive online for years to come. 


However, it should be noted that if you want to manage your Editorial Recommendations this way, especially when working on any large eCommerce platform, be it Target.com, Amazon, or elsewhere, it is vital to take a systematic approach. Be certain you have good data, use data analytics, and have the eCommerce know-how to make your Editorial Recommendations work for you, now and well into the future.


By doing all of this, you can craft an approach to writing and managing Editorial Recommendations that will guarantee your success from the outset and beyond. While these articles have certainly changed over the years, they have also given publishers many great new opportunities to find success. Whether you are new to this side of publishing or looking to step up your game, there are many things you can do to ensure that not only are you successful but that you will remain successful in the world of Editorial Recommendations at Target.com and beyond.

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