Using category traffic data to maximize organic product relevance for top search terms through SEO work.

Business Overview

The brand in this case study is the #1 selling diapering accessory brand with over 10 million customers worldwide. Their top-selling product was only ranked #2 in the sub-category on Amazon.

The Problem

With 80 percent of shoppers in the sub-category discovering products through Organic clicks, I visualized the importance of Organic share of voice & Organic rank on search results on Amazon. Benchmarking market share against Share of Ad Spend, Paid SOV and Organic SOV shows how the brand drives business - with the data telling 2 main stories (shown below):

The brand was at the right amount of advertising dollars in relation to their market share (not the problem) - this also showed that I was managing ads efficiently given the higher Paid SOV vs Ad Spend Share;
The brand's Organic SOV is under-indexing below its market share, hinting at Organic relevance opportunities (this was the problem) - how exactly can they grow without spending more money on advertising?

The Solution

I hypothesized there was a huge opportunity to align its content with the top Organic search terms in the sub-category to maximize relevance within Amazon's search algorithm.

The Results

After implementing the above recommendations to product titles and features/bullets, Organic SOV was up +850 bps on a total brand level – with some products up over +300 bps in Organic SOV.

View Resume

+31%

+25%

+17%

-12%

Organic Traffic

Total Sales

Conversion

CPC Reduction

Growing Organic share of voice with Search Engine Optimizations