Phase 2 SEO - Incremental Indexing
Who is this for? For individuals who want to conduct incremental indexing on their listings.
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 Phase 1 SEO is completed. If titles, bullets, and descriptions (TBD) are not implemented on the backend, do not proceed with Phase 2 yet. Also, make sure that the listing has a 200+ organic keyword count. Otherwise, Phase 2 must not be done.
If you are doing a Phase 2 redo, you need to do another competitor research. This is to ensure that we have relevant competitors with good BSR, which will help make phase 2 more successful.
The Phase 2 process can be skipped as long as the requirements for Phase 3 SEO are met:
The listing is more than 6 months old
Organic KW (Keyword) Count is 800+
Must have 50 words in ranks 20 -50
STEPS:
I. Prepare your SEO phase 2 worksheet.
Access the client’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 client’s folder.
Make a copy of the Phase 1 SEO worksheet within the SEO Work folder and name it using the format “(Client Name) - Phase 2 SEO.”
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.”
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 so doing.
II. Prep the Master Keyword List (MKL) for Phase 2.
Locate and open the existing MKL that was used in phase 1 to identify the top 10 competitor ASINs. Make sure to check if these competitors are still active or relevant
Following the 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 items nos. 4 & 5 of the phase 1 SOP for a step-by-step guide on doing a reverse ASIN lookup and creating an MKL.
Competitor ASINs’ updated BSR data must be retrieved and used to sort them from smallest to largest
III. Again, following the same steps from phase 1 SEO, process the keywords from the Master Keyword List (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 items nos. 6 & 7 of the phase 1 SOP for a step-by-step guide on processing the keywords in Frankenstein.
Optional for Brand Awareness : Make sure to retain all the brand names collated from the Phase 1 worksheet and add them to the last part of the MKL.
IV. 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:
1. 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.
2. From the resulting keywords, remove the irrelevant and prohibited phrases/keywords. Retain the misspellings and Spanish terms.
3. Import the listing / ASIN to H10 Scribbles.
4. 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.
5. Copy the 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 should not exceed 249.
V. Paste them into the SEO phase 2 worksheet under the New Search Terms column.
Once done, send your work to your QA Pod Lead for review and approval; your QA Pod Lead will deliver the report to the client.
Links to other SEO Phases:
