Amazon SEO & listings: breadth versus depth
We start by checking how many search terms each parent ASIN is indexed for. If it is indexed thinly, we go for breadth: the full character limits in the title, bullets, description, backend search terms and image alt text, so the listing can be found for every term that fits.
If it is indexed broadly, we go for depth: we pick 3 to 5 high-volume terms where the listing ranks somewhere around positions 20 to 50, and push them onto page one with copy, creative and ads working together.
The master keyword list comes from the terms the top 10 organic listings all rank for, pulled with keyword research tools and Brand Analytics. The first three bullets are written around the reasons people actually buy, mined from reviews; the last two cover specs.
- Indexing tracked monthly for listings we are widening
- Rank tracked on the 3 to 5 target terms for listings we are deepening
- Copy written for the shopper first, the algorithm second




















