How Upriver increased the visibility of a Home Décor brand’s top selling products through on platform Search Engine Optimization

Initial Situation:
  • The client is an experiential Home Décor brand, selling its products through Amazon, Flipkart and D2C website.
  • The client has been on marketplaces for a while but was unable to figure out a way to organize content and perform SEO efforts due to non-standardization of ASINs’.
  • Upriver’s objective was to both improve visibility for relevant keywords and improve the customer experience by optimizing the content.
The Challenge:
  • Low visibility of products for relevant search terms on the first search results page.
  • Many of clients products were in sub categories for which searches were also very limited.
  • Many broken variations, which caused missing ASIN reviews and ratings.
The Solution
  • Used a multitude of resources for the right keyword mix including Amazon suggested keywords, brand analytics, Upriver’s proprietary tools and advertising data.
  • Sorting out the keyword mix based on search volume to align the keywords in order of priority across title, bullet points, description and backend search terms.
  • Grouping of related ASINs’ into variations to club reviews and ensure a smooth customer experience.
  • Filtering through both own reviews and competitor product reviews to include relevant keywords that the customers are searching for.
The Result
  • Correct variation groupings increased from 20% to 90% in a month’s time.
  • The combined search volume of the keywords for the product increased from 10,000 searches to 40,000 searches in 2 month.