Indexing, Relevancy And New Rules Around Browse Nodes


[et_bloom_inline optin_id=optin_3]

Anthony explains the relevancy and Browse nodes

  • Has a long running strategy with Amazon support
  • Uses the same ticket reference to continue an investigative approach to understanding Amazon

Getting more out of Support

  • Ask to be given to the proper team for starters
  • Listing is Catalogue or Captive Team members who are above
  • Do it by email too to avoid the telephone tag issue in real-time
  • Be specific and detailed on your questions and reference ToS if you can
  • Stitch together the consistency in their responses to gauge how much confidence you can have in the response

Honeymoon Started – Listing Created but not Populated

  • Great value in being a seller yourself when working to help others
  • You personally run into a problem and understand it
  • Started listing and kept it open for 4 months waiting on inventory to come in
  • Did the Launch and tried to rank – got 2-20 products a day and got to page 1
  • Tracked 31 important key phrases and woke up one morning and was not tracking for anything
  • Tested with 3 to 4 tools at once and could see not ranking for anything

Freaking out as not Ranking

  • Freaking out
  • Contacted a friend who knows how Amazon works
  • Is it possible the listing is being punished for the way it is being promoted
  • Laid out the actions separating listing from account in Amazon
  • Rank Throttle is not on the list of things that Amazon will do to you

Not seen this before

  • Spoke to a launch friend
  • Not seen someone not rank for keywords so many all of a sudden
  • Anthony thinking it’s a problem with not being in the Honeymoon period

Spoke to Amazon again

  • They said “None of your backend search terms are indexed”
  • The ranking must have been affected by this de-indexing
  • Formed new Theories about how things work

Hypothesis – when you create a listing

  • Thought there was a grace period where Amazon lets you rank for things easily
  • Four months prior, listing was created but not populated
  • Populated with full listing and text 3 months before
  • This grace period affords you indexing and relevancy
  • When you populate a listing and spiders crawl it you get a relevancy honeymoon period
  • Assumed that you ‘could’ be relevant for a term and so are ranked for that Honeymoon period

Product Advertising API – Definitions

  • Product Advertising API has definitions for everything and relevance is listed
  • Keyword density is how many times and how close together they are to form a long-tail and search term
  • Do or Don’t repeat keywords
  • Outside of the title – if you have repetition in the Description and Listing then it does increase your relevance
  • Looking at ToS it states that buyer listing views affect relevance
  • Not a bot but someone with an Amazon account
  • A buyer goes to your listing through a keyword, even if they don’t buy it increases relevance

Exact Match PPC Secret

  • People turn on PPC straight away and using exact phrase campaigns and seeing long tail keywords increase in rank with no sales
  • The clicks are increasing relevancy and therefore ranking

Relevancy Levers

  • Listing views, keyword density, purchases, add to cart all affect relevancy
  • Now understand what happens when a listing is first given keywords with indexing
  • Once you index then relevance eventually gets assigned based on this activity
  • Given benefit of the doubt for relevancy then it is performance based after that
  • Is your listing getting traffic, is it converting?
  • When it does then relevancy increases and the keywords stick and you don’t get de-indexed

Browse Nodes Overhaul

  • Amazon has been working on how they handle browse nodes
  • Started three years ago
  • Hack – get into un-relevant sub-category and get a best-seller badge in it
  • Amazon reached out and told Anthony to stop teaching this
  • No longer inject browse nodes by flat file or get Seller Support to help you change it
  • You get an ‘item type keyword’ (you only get one) with multiple browse nodes attached to it
  • These are revealed through your browse tree guide for your category – go download it
  • Every browse node has specific keywords that are relevant to it
  • You can only rank for keywords that are relevant to your browse node

Can Opener with Bottle Opener

  • i.e. A can opener with a bottle opener attachment, there is an item type keyword that is specific to manual can openers
  • It is different than the item type keyword for bottle openers
  • There is no crossover in the browse nodes that they are assigned
  • So you have one or the other
  • If your can opener has bottle opener in the title, you can index for ‘bottle opener’ and be relevant for it as it is in your title
  • But….you can’t rank for it not matter how hard you try as it is not relevant for your browse nodes

Indexing Problems

  • Run into problems with indexing
  • Backend not indexing
  • Not ranking for anything then…
  • Drop your title down to one word
  • Put a period in one bullet point (minimum requirement fields)
  • Wipe out everything else from your listing bar your images, save it
  • Wait an hour or two
  • Double check that you’re not actually indexed for anything your were indexed for before
  • Check you are indexed for the one word in your title
  • This means it worked
  • Then re-populate all of your fields and check that you’re re-indexed and reset your listing indexing

Forbidden Keywords will de-list you

  • Delete everything except your title
  • Just a bullet point with a period
  • Check if your are indexed for everything in your title
  • If it works then great
  • If not then you might have a forbidden keyword in your title
  • You have? Then the algorithm will de-list you
  • Then if your title is okay move onto your bullet points one at a time and test if you are indexed

Contact

RELATED POSTS

Unlocking Click Bias Secrets Seller Sessions A9
Colin Raja Seller Sessions Podcast (1)
Shopping queries dataset Seller Sessions
Seller Sessions Podcast Elizabeth Greene
Multi objective ranking
seller sessions the complete guide to autocomplete on amazon
A9 Bot How To Get The Most Out Of Your Listing Optimisation (1)
1 2 3 98
databrill logo

Looking for a Better Agency?

Are you a 7 or 8-figure Amazon seller who is…

Databrill Logo

Looking for a Better Agency?

Are you a 7 or 8-figure Amazon seller who is…