What's in this article:
Managing your Content & SEO is crucial to your Amazon success. To help you manage your ASINs' content, Sellics provides you with four tools:
- Organic Ranking
- Content Monitoring
- Listing Optimization
- Keyword Research
This guide will cover the use case and functionalities of each tool included in the Content & SEO Module. Before jumping into Sellics' functionalities, it is imperative to your Amazon success that you invest some time into uploading your original Amazon content in Sellics. This will allow you to keep adding and improving your existing content. In addition, adding a "base line" content for all your ASINs will enable Sellics to check if Amazon changes any of your content without your consent.
Step 1: Content Upload
As soon as you upload your ASINs to Manage Products (Find a guide here), Sellics will scrape the content currently live on Amazon and load it in Content & SEO. In just a day, your content will be uploaded and ready to be edited and improved upon.
If the content you currently have on Amazon in not up to date, you can upload it directly in Sellics yourself. In Manage Products you have the option to upload listing content for your products to Sellics using a bulk upload option.
First, download the Bulk Upload Sheet and populate it with your content information. Then, drag-and-drop the file in the upload window to update all your content at once.
Step 2: Listing Optimization
In the Listing Optimization tab, you can get a complete overview of how well your content is optimized, directly optimize your content in bulk, and research and add new keywords.
Like every Organic Module in Sellics, Listing Optimization allows you to utilize filters to refine the view of your content. You can start reviewing your content by filtering based on Product ASIN, Tag, Brand, Category, and Marketplace. After you have set your filters, you are ready to get an overview of how well your content listing is optimized.
Easily identify content optimization potential across your product selection using our traffic light system: red=bad, yellow=average, green=good.
Set your Standard for Content Strategy
You can set up your own criteria to evaluate your products' content. Just click on the symbol next to Listing Optimization.
When you click on the symbol, you will get the option to set up your own content profiles based on your categories. After this, the status of your optimization (the colors) will reflect your content standard profiles. The Amazon character limitations will be implemented also in your product listing.
Please note that you can also use Sellics Recommendations.
Start Editing Your Content
In 'product overview', you can find the following information (scroll to see more columns on the right):
- If the product shows content differences (compared to Amazon’s content)
- Whether your product has A+ Content
- Overall coefficient: how well is your product content optimized based on our internal guidelines regarding title length, number of bullet points, number of images, length of product description, availability of video.
- Length of the product title
- Number of bullet points
- Number of images
- Length of product description
- Availability of video
- Last update (date)
When you open a product by clicking on Optimize on the right hand side, you will be able to start editing your content for each individual ASIN. Each element of your content, such as Title or Product Description, has its individual editing box, where you can start making changes to your content.
An important component of any successful SEO Strategy is gathering insights from the customer voice that can inform improvements to your content. To gain insights from your Reviews and Questions, click on See Similar Products. This will enable you to see all the customer reviews and questions for your products, so you can gather insights on what is relevant to your customers and then implement it in your product listing. You can also see the customer reviews and questions for your competitor’s products, as well as their content. These options can give you more ideas and inspiration for your listing optimization.
Make Changes in Bulk
You can optimize your ASINs efficiently in bulk by clicking on the transfer button. You can bulk transfer keywords & listing content from one Amazon product to its related product variations. This means, instead of updating listing content for 100 products individually on Amazon, you can simply optimize the content for one product and transfer the content and keywords easily to the rest of your product variations.
- Sellics Tip: Consider creating tags in order to easily filter by product groups / product variations. This can make your content management workflow considerably faster!
You have full control of what components of your content you want to transfer to other ASINs. For example, do some of your products share the last two bullet-points? On the left, select the two bullet-points you want to transfer. On the right, select the destination ASINs to copy the two bullet-points across multiple products.
Step 3: Keyword Research
You can research and add new keywords from both the Keyword Research tab and the Listing Optimization tab. This guide will cover how to use the Keyword Research tool from Listing Optimization. When you click on Add from the ASIN detail page you will be led to our internal keyword database where you can research new keywords.
In the database, you can search by the keyword that best represents your product, and Sellics will suggest related keywords ranking them by search volume. This data is updated monthly and, in addition, Sellics will provide the number of impressions that each keyword accumulates every month. Please, do not forget to select the right Amazon marketplace to access relevant search volume data.
Another tool for Keyword Research is the Reverse ASIN Lookup. By inserting your ASIN number, Sellics will provide a list of search-terms, with accurate monthly impressions statistics, that are used by Amazon customers to get to you product. This functionality will allow you to look behind the scenes of you Amazon listings, build better content, and create improved advertising search-terms lists.
Please note that you can quickly add all the keywords to your backend terms by clicking on the '+' sign, and then on Generate terms. However, only keywords that are not duplicates will be added (highlighted in yellow). You also have the option to manually add them in the desired product listing fields.
Otherwise, you may simply click on the Keyword Research tab in Content & SEO and start the same process.
Step 4: Organic Ranking and tracking your keywords
In the Organic Ranking tab, you will find the average ranking of your products based on a certain date range that you can specify on the top right corner. Note that Organic Ranking is only available for products with keywords. To start tracking products without keywords, click on Without Keywords button and start adding keywords to each ASIN.
For products with an uploaded keyword list, you can access their average ranking (an average of all the rankings of all the keywords tracked). Clicking on the ASIN, you will have a detailed view of how the product ranks for each keyword in the list. On the detail page, you will see a graph of the ranking of your products by keywords over time.
Things to keep in mind:
1) Sellics tracks your organic ranking once a day for every keyword added. Therefore, an additional data point will be added to your ranking history every day.
2) If the rank appears blank, your product is ranked past the 10th page on Amazon. Sellics does not track organic rankings beyond the 10th page.
You can also add keywords to compare on the graph by clicking on 'Add Comparison', which will lead you to the table below. To add keywords to track, click on the square box in front of each keyword. You should see a new line appear on the graph if that keyword does generate ranking.
Please note that the tracking of your keyword rank will only start after you have added the keywords to your keyword list. The data will be loaded within 24 hrs, and it will be updated daily. Please note that Sellics tracks positions only up to the 150th. If your keyword rank is below this position, we will not be able to track it.
Step 5: Content Monitoring
We all know that Amazon has the terrible habit to change a brand's content without warning or permission. With our Content Monitoring feature you can easily track every change made to your product listings, whether initiated by Amazon or other 3P sellers.
Every 24 hours, Sellics checks your Amazon listing to make sure that the content that is live on Amazon matches what you have saved in Sellics. If the content does not match, the ASINs are added to Content Monitoring.
In your Content Monitoring tab you will get an overview on any changes made to title, product description, A+ content, bulletpoints, number of images & videos. If a content element presents itself with a checkmark, it means its content was not changed by Amazon. However, if a content element presents a red 'X', then Sellics had detected a discrepancy.
- Remember: It is crucial that you upload all of your content in Sellics first to save your content as "standard"
- If you do not see any of your products in Content Monitoring, it's good news! If the tool is empty it means that all of your live products on Amazon match the content you have saved in Sellics.
Unwarranted changes to you Amazon content often lead to faulty product pages, which can severely affect your Amazon sales and brand reputation. It's important to take action when these changes occur.
If the changes to your product listing are not desired, you can take immediate action and use Sellics to quickly restore your product listing to its original content.
You can open a specific product listing by clicking on 'Actions' (see above, the right column), and a new page will open (see below).
On the left side you will see your original content on Sellics, and on the right side you will see the content displayed on Amazon. If the content is different, you can choose which version of your content to keep. If you decide to keep the Amazon's content changes, your content saved on Sellics will be updated. If you decide to keep Sellics’ content, the tool will override all changes made by Amazon.
Content Monitoring Status
In your Content Monitoring tab you have the option to move products according to their status: 'Monitored', 'In Progress', and 'Accepted'.
- Monitored: You see all the products that you have uploaded to Sellics, and can immediately see if you have content that is different on Amazon.
- In Progress: Products will be moved to this status when you accept 'Sellics content', and wait for the changes to be implemented on Amazon.
- Accepted: When you accept the changes on Amazon.
Please note that you can also accept or reject changes in bulk. If you decide to make changes in bulk, you can select the corresponding products on the left hand side, and then you click on keep Sellics content or Amazon’s content.
Export your Content
You also have the option to create and export a file with all the new content changes. Just click on 'Export Table'.
Step 6: Set up Alerts
You can set up email alerts to be notified when someone has made changes to your content. Please note that the email alerts can only be set up on the user level.
In the Alerts section under Content & SEO, click Add Alert. Then you will be able to set up alerts based on your preference in terms of Marketplace (Country) and Frequency. Once the alert is set up, you may also customize it by Product Tag Grouping.
Step 7: Make your Changes Active on Amazon
If you follow each step of this guide, you can successfully adopt the Sellics workflow and save your team and yourself hours of work otherwise spent in Vendor or Seller Central. In order to complete the workflow and make the changes active in Amazon, there is one more step.
All the changes you make to your content, whether it's adding new keywords or over-riding Amazon's content changes, will populate in your Upload File.
By clicking on Generate Upload File, Sellics will download an Excel sheet with all your changes. This document, already formatted according to Amazon's standard, can easily be uploaded into Vendor Central to make your changes active.
Relevant Blog Articles:
- The Complete Guide to Amazon SEO
- Amazon Marketing Strategy 2018 (Amazon Advertising & SEO)
- Amazon SEO Academy - Lessons for free
*Additionally (covered in your onboarding checklist)