OPTIMIZE
Building a well-optimized listing is a crucial first step in improving your brand's performance on Amazon. Currently, Amazon’s algorithm looks primarily at what is written in your listing to determine which keywords your product will be indexed for.
This guide explains how to determine which keywords you are indexed for and how to fix indexing issues where your organic rank is low or not indexed at all.
IT’S IMPORTANT THAT YOU FIX ALL SEO RELATED ISSUES BEFORE MOVING ON TO FURTHER PARTS OF THE OPTIMIZATION WORKFLOW.
You can download a PDF of this workflow here
TABLE OF CONTENTS
Step 1 Clean MKL and analyze SEO performance
Step 2 Find gaps in the MKL
Step 3 Compare MKL gaps to gaps in the Listing Builder
Step 4 Rewrite listing and upload to Amazon
Step 5 Set up Rank Tracking
Step 6 Iterative testing and monitoring
Step 7 Using AI Copywriter to optimize
STEP 1: CLEAN MKL AND ANALYZE SEO PERFORMANCE
Before we can begin optimizing our listing it’s important to remove any branded search terms as well as any keywords that are not relevant to the product we are selling.
1. Sort the MKL so that the largest search volume keywords are shown at the top of
the page.
2. Click the “B” button to quickly identify branded search terms.
3. After clicking the checkbox to the left of a keyword, click on the exclusions banner to remove these keywords.
4. Analyze Rank: The number displayed next to a keyword is your organic rank.
Red = high organic rank, Green = low organic rank. If there is no number for a keyword it means you are indexed out of the top 101+ positions for this keyword.
Get the full breakdown:
STEP 2: FIND GAPS IN THE MKL
Now that your MKL is clean you can begin analyzing your keywords to find areas of optimization.
1. Identify keywords that have high search volume but low or no organic rank.
Get the full breakdown:
STEP 3: COMPARE MKL GAPS TO GAPS IN THE LISTING BUILDER
Once you’ve found keywords in your MKL where your organic rank is lower or not
indexed, you can check against what is written in your listing.
1. Populate your product in Listing Builder.
2. Copy a low / no rank keyword from the MKL and paste it into the Roots Usage and Hits tab.
3. Analyze hits for this keyword.
4. Consider optimizing for Ranking Juice prioritizing exact match keywords in your title.
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STEP 4: REWRITE YOUR LISTING AND UPLOAD TO AMAZON
After you’ve finished rewriting your listing to optimize Ranking Juice, upload your listing to Amazon. When starting out, try adding or removing one keyword at a time. The larger the change, the bigger the impact may be.
1. Check the Ranking Juice leaderboard.
2. Use the remaining Ranking Juice column.
3. Check your edit history.
4. Upload to Amazon.
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STEP 5: SET UP RANK TRACKING
It’s important to set up Rank Radar for every product that you are actively optimizing. As you make changes to your listing, this will help determine if the changes you are making are yielding positive or negative results.
1. Add your product to Rank Radar.
2. Make a Highlight for each listing change.
3. Monitor organic rank for the keyword and for the root.
4. If organic rank moves in a negative direction, consider reverting to an earlier version of the title.
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STEP 6: ITERATIVE TESTING AND MONITORING
Optimizing your listing will be an iterative process that is done over a period of weeks and sometimes months. Target making one meaningful change to your listing every week while also monitoring Organic Rank.
1. Move high Ranking Juice keywords from the bullets or description into the title.
2. Change the match type from Broad or Plural to Exact matches.
3. Use the remaining Ranking Juice column to find other high Ranking Juice keywords that can be added to your listing.
4. Use Generic Keywords to identify keywords that you do not feel comfortable placing in the listing. IE: misspellings of words, translated keywords etc.
STEP 7: USING AI COPYWRITER TO OPTIMIZE
The prior steps explain how to optimize a listing manually. Data Dive also has an AI copywriter which will do most of the work for you. Keep in mind that the AI copywriter is not perfect and it’s important to check its work before uploading to Amazon.
1. Click AI Copywriter button.
2. Click AI Bullets.
3. Paste in new Keywords or click "Generate".
4. Click "Optimize".
5. Adjust prompt by clicking "View the AI prompt used in this template.
Get the full breakdown:
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