Indexing, Relevancy And New Rules Around Browse Nodes

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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

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

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 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

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

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

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

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

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

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