Targeting Keywords with Portfolio Content

Imagine if you could see all of the keywords that all of your product's are getting customer traffic from. Now envision yourself noticing keywords that you brand is losing market share for and deciding to yourself that you need to do something to turn this keyword around. You bring up a list of products that are relevant for this keyword and able to insert this keyword into prominent positions within the product content and images. Now you start a campaign to advertise on this keyword for those products and set a coupon for the products for the next week just to give it a little jumpstart. Tracking this keyword's data over the next month validates that your strategy was a success.

That is exactly the kind of synchronized workflow that moves the needle on Amazon. Notice describe in the workflow above was no mention of "optimizing product content" or "increasing my sales through SEO" or other high level goals that are not easy to define.

The reason the workflow above works is because is it using your brand's position on keywords and myriad actions originate from there. So flip the script, stop thinking about "optimizing my product" and start using your products to reinforce your brand's position on keywords.