Voices of Search // "Best way to segment a catalog for AI platforms" — April 8, 2026

Episode Overview

In this succinct episode, host Jordan Cooney is joined by Katie Morrow, Director of Managed Services at ProductsUp. Together, they tackle a highly practical question facing e-commerce and online retailers: If you could only segment your product catalog one way for AI platforms, where should you start and why? Katie delivers a structured, KPI-driven approach to catalog segmentation that addresses different business objectives, highlighting how data-backed strategy fuels effective AI implementation in SEO and content marketing.

Key Discussion Points & Insights

1. The Critical Role of KPIs in Catalog Segmentation

• Jordan Cooney kicks off with the core question: "If you could only segment a catalog one way for AI platforms, what would you choose first and why?"
  (00:42)

• Katie Morrow emphasizes that the answer always starts with the primary business objective, or KPI (Key Performance Indicator).

2. Catalog Segmentation Strategies Based on Business Goal

• Revenue-Focused Segmentation

  • Katie: "If my KPI is revenue, it will be top revenue driving SKUs." (00:57)
    • Focus on surfacing and prioritizing products that generate the highest income.

• Customer Acquisition (New User Growth)

  • Katie: "If my KPI is bring new customers to the website, I would expose only net new products." (00:57)
    • Spotlight emerging or newly-listed SKUs to attract first-time visitors or untapped market segments.

• Traffic Optimization

  • Katie: "If my KPI was traffic, I would only expose my high click SKUs." (02:40)
    • Surface products with proven potential for generating site visits, boosting visibility and engagement.

• Category-Specific Focus

  • Katie: "If my KPI was to sell more shoes, I would only expose shoes." (02:41)
    • Filter catalog strictly by the designated product category, drilling down to exactly what supports the stated sales goal.

3. The Principle of Granularity & Scalability

• Katie underscores adaptability and detail:
  "So what's my KPI? Segment my catalog as granular as possible and grow." (02:42)
  • The more specifically a catalog can be sliced to match goals, the greater the opportunity for personalized, impactful AI integration.

Notable Quotes & Memorable Moments

• Katie Morrow (00:57):
  "What's my KPI? If my KPI is revenue, it will be top revenue driving SKUs. If my KPI is bring new customers to the website, I would expose only net new products."

• Katie Morrow (02:40):
  "If my KPI was traffic, I would only expose my high click SKUs. If my KPI was to sell more shoes, I would only expose shoes."

• Katie Morrow (02:42):
  "Segment my catalog as granular as possible and grow."

• Jordan Cooney (02:59):
  Sign-off wisdom:
  "Remember, the answers are always in the data."

Timestamps for Key Segments

• 00:42 — Main question introduced by Jordan
• 00:57 — Katie offers KPI-driven segmentation strategies (revenue, new customers)
• 02:40 — Katie expands on traffic and category-specific segmentation; key takeaway on granularity
• 02:59 — Episode wrap-up and final data-centric insight

Episode Takeaways

• There is no universal best way to segment a catalog for AI—instead, let your KPI lead.
• Whether optimizing for revenue, new user acquisition, site traffic, or specific product categories, segmentation should be tightly aligned with business goals.
• Granularity in segmentation empowers both smarter data inputs for AI and more effective SEO/content marketing outcomes.
• "The answers are always in the data."

This episode delivers quick, actionable clarity for anyone looking to merge catalog management and AI for meaningful SEO growth—always starting with your key performance indicator as the guiding north star.