Ranking Strategy
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Challenge
• The task was to enhance a product's market position, facing issues such as suboptimal search engine visibility, competitive pricing pressures, negative customer feedback, and insufficient product representation and branding on Amazon.
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Objectives
• To improve the product's search engine optimization (SEO) and pay-per-click (PPC) ad rankings for increased visibility.
• To strategically adjust pricing based on a comprehensive competitive analysis.
• To enhance product presentation through better thumbnails and premium A+ content.
• To develop a compelling brand story and implement cross-selling strategies.
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Solution
• SEO Optimisation: Conducting in-depth SEO targeting to improve search rankings.
• PPC Ranking Structure: Implementing an aggressive PPC strategy to achieve top search placements.
• Pricing Analysis: Increasing product prices after identifying that competitors were more expensive, thereby allowing for more aggressive advertising.
• Removing Bad Reviews: Offering courtesy refunds to dissatisfied customers, which led to the amendment of reviews by some.
• Thumbnails: Redesigning thumbnails to better address customer pain points.
• Premium A+ Content: Highlighting key product features through enhanced content.
• Brand Story: Developing a narrative that resonates with the target customer archetype to build brand credibility.
• Cross-Selling Strategies: Leveraging product relationships to increase sales across the brand's portfolio.
