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 10^th 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

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.

173 out of 53 keyword phrases are now ranked for the listings after being added to advertising only as of May 27^th.

Conclusion:

Through a combination of search terms, titles, and PPC, we can
significantly improve the organic ranking of our client listings. Utilizing our in-house template file and reverse ASIN searches of key competitors we compile a list of words and phrases that we lack indexing or ranking for. This approach has grown overall sales by over 83% from 318 units in May to 582 units in June and has ranked us organically for 100s of highly searched and relevant keywords.