2022 Indexing and Ranking Case Study

BUSINESS CHALLENGE & RESULTS

The client was a generic sports apparel seller competing against large brands such as Adidas, Nike, and Puma. Their listings were not indexing or ranking for important words and phrases, such as “men”, “shorts”, “clothes” and much more. Through a combination of PPC and optimizing content we were able to increase organic ranking and get the listings indexed for 100s of relevant keywords.

TERMINOLOGY INTRODUCTION

Word

A single word that will appear in multiple keyword phrases for example the word “Shorts” would appear in the phrases “Red shorts” Boys shorts” “Black 12 inch workout shorts”. If we weren’t indexed for the word shorts then we would not show up in search for any of the above phrases.

Keyword Phrase

A combination of words such as “Black 12 inch shorts” is a keyword phrase. This phrase will have an organic ranking, sponsored ranking, and monthly search volume. Customers would use a keyword phrase in the amazon
search bar to find a product they are looking for.

Organic Ranking

The position of a product in the search of a keyword phrase not including sponsored results, for example if a customer searched “Black 12 inch shorts” and our product was the 2nd one to show but the first product was sponsored then our organic ranking would be 1

Sponsored Ranking

The position our product appears in advertising placements for keyword phrase search result.

Indexed

If a word is appearing anywhere in the Amazon search. If “Shorts” was not indexed for a product that would mean that our listing is not discoverable if a customer searched any phrases with this word even if they went to the 10th page of search results.

Unranked

If a keyword phrase has no organic ranking or sponsored ranking and thus not being discoverable.

Search Volume

The amount if times a customer searches a specific phrase over the last 30 days.

Frequency

The amount of times a word is appearing from a list of keyword phrases.

Our
Process:

Using a combination of the title and search terms we were able to index relevant keywords for two different listings and saw significant improvements to the overall ranking. We took our top competitors and checked
where they ranked versus where we ranked and then added relevant words that we were not indexed for to our listing that our competitors were getting indexed for.

Results:

Results after adding keywords to listings on 3/15/22 as of 5/27/2022

Listing A: 15 out of 42 keywords indexed – 35.7% indexed

Listing B: 38 out of 53 keywords indexed – 71.7% indexed

Added to Title: 12 out of 12 keywords indexed – 100% indexed

Added to the Search Terms: 44 out of 86 Keywords indexed –51.2%

Listing
B, Keyword Indexing Table

MEN’S ATHLETIC SHORTS

R916654- BLACK(001)-XL

KEYWORDS

CUMULATIVE

May 27

FREQUENCY

ADDED TO BACKEND?

shorts

Not Indexed

indexed

6657

TITLE

men

Not Indexed

indexed

3486

TITLE

mens

Not Indexed

indexed

1955

TITLE

basketball

Not Indexed

indexed

605

TITLE

gym

Not Indexed

indexed

518

TITLE

workout

Not Indexed

indexed

494

TITLE

pants

Not Indexed

not indexed

473

SEARCH TERMS

boys

Not Indexed

indexed

464

SEARCH TERMS

clothes

Not Indexed

indexed

459

TITLE

athletic

Not Indexed

indexed

452

TITLE

clothing

Not Indexed

indexed

434

SEARCH TERMS

gifts

Not Indexed

not indexed

425

SEARCH TERMS

running

Not Indexed

indexed

375

TITLE

gift

Not Indexed

not indexed

340

SEARCH TERMS

Listing A was an existing listing with a built-out title and search terms while listing B was an existing listing with no search terms. Both listings showed significant improvements but listing B had better results due to it having non-existent search terms.

Unsurprisingly the title has the strongest weight toward getting a keyword indexed on Amazon so we only added a selection of our most relevant and important keywords to the title. The remaining keywords we add only to our search terms.

 

Unit sales drastically grew for both listings due to the new keywords that we ranked for.

We additionally found 179 unranked keyword phrases that we added to our advertising campaigns as exact match.

CEREBRO RESULTS: ORGANIC RANK 1-30,
>100 search volume Phrases

Keyword Phrase

Search Volume

Sponsored Rank

Competitor’s Sponsored Rank

Organic Rank

Competitor’s Organic Rank

Sponsored Rank
May 27

Organic Rank
May 27

6t
boys swimsuit

210

Unranked

64

Unranked

2

8

34

5t
boys swimsuit set

732

Unranked

2

Unranked

5

29

175

boy
swimming suits

495

Unranked

39

Unranked

5

70

172

boy
swimsuit size 6

190

Unranked

51

Unranked

8

20

57

swim
suit size 10 boys

156

Unranked

66

Unranked

12

64

108

swimming
suit for kids

215

Unranked

Unranked

13

168

short
sleeve rash guard toddler

127

Unranked

Unranked

13

282

swiming
suite for kids

175

Unranked

Unranked

16

149

swimming
suit for boys

500

Unranked

23

Unranked

17

258

shark
bathing suit toddler

299

Unranked

Unranked

17

263

boys
swim trunks 5

194

Unranked

Unranked

17

155

toddler
boy swim rash guard