Search Terms Optimization Phase 2
OBJECTIVE:
Your objective is to detect, eliminate, and replace repeat keywords (pink terms) from the search terms using H10’s Scribbles Listing Optimizer.
NOTE: Phase 2 SEO is done at least 30 days after the phase 1 SEO is completed. If titles, bullets, and description (TBD) are not implemented on the backend, do not proceed with Phase 2 yet. Also, make sure that the listing has 200+ organic keyword count. Otherwise, Phase 2 must not be done.
STEPS:
Prepare your SEO phase 2 worksheet.
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Access the brand's folder in Google Drive and look for an existing phase 1 SEO worksheet. This is usually found in the “SEO Work” folder within the brand's folder.
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Make a copy of the phase 1 SEO worksheet within the SEO Work folder and name it using the format “(Brand Name) - Phase 2 SEO.”
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Add another column after the phase 1 search terms column, then label the header “New Search Terms.” Change the header of the existing phase 1 search terms column to “Current Search Terms.”
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Insert a row after the header and put the current date.
NOTE: Phase 1 SEO is the prerequisite of Phase 2 SEO. We cannot simply move forward with Phase 2 without establishing the search terms from the previous phase. It will defeat the purpose of Phase 1 SEO in doing so.
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Prep the MKL for Phase 2.
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Locate and open the existing MKL that was used in phase 1 to identify the top 10 competitor ASINs.
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Following the same steps from phase 1 SEO, do a reverse ASIN lookup on the same top 10 competitor ASINs through H10’s Cerebro to extract the keywords to create the MKL. Please refer to item nos. 4 & 5 of the phase 1 SOP for a step-by-step guide on doing a reverse ASIN lookup and creating an MKL.
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Competitor ASINs’ updated BSR data must be retrieved and use it to sort them from smallest to largest
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Again, following the same steps from phase 1 SEO, process the keywords from the MKL (starting from the top of the list / words with the highest MAG score) in H10’s Frankenstein tool to eliminate the duplicate keywords. Please refer to item nos. 6 & 7 of the phase 1 SOP for a step-by-step guide on processing the keywords in Frankenstein.
Note: Make sure to retain all the brand names collated from the Phase 1 worksheet and add them to the last part of the MKL.
Eliminate the words that are already in the title or bullet points (pink terms) from the Search Term field. Please follow the steps below:
Using H10’s Scribbles Listing Optimizer tool:
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Copy the current (phase 1) search terms and paste them into the Original Keywords field of the H10 Frankenstein tool. Do the same for the new set of Frankenstein-processed keywords (step 3 resulting keywords). This process will eliminate the duplicate keywords in the current and the new search terms.
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From the resulting keywords, remove the irrelevant and prohibited phrases / keywords. Retain the misspellings and Spanish terms.
Import the listing / ASIN to H10 Scribbles.
Copy the resulting keywords from Frankenstein and paste them into both the Words and Search Terms fields in Scribbles. Eliminate all the repeat keywords (those with exponents >1) by removing them from the Search Terms field.
Note: Stay under the length limit, which ranges from 246-249 characters, NOT bytes. Amazon has recently become stringent about this process and is now counting white spaces.
Copy resulting keywords from Scribbles and paste them into the Charcounter tool. Remove the keywords in excess of the 249-character limit for the search terms. Characters “without white space” should not exceed 249.
Paste them into the SEO phase 2 worksheet under the New Search Terms column.
Once done, put a direct link to your sheet in your task comments & mark your task as 'needs review' for your manager to review and approve
Created: 1/26/2022 by Fred Benavente
Last modified: 1/25/2022 by Geoffrey Alama