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Troy Johnston
Co-Founder @ Seller.Tools
 

A question I’m often asked is how to positively impact Relevancy %. This article aims to address this question head-on.

Since rolling out the ‘Relevancy %’ feature on the Seller.Tools platform (a metric directly from Amazon) we’ve continued to test anecdotally on our own brands to truly isolate what Amazon is rewarding with respect to the all-important relevancy metric.

Through various rounds of testing and with ongoing insights we’ve been able to identify the 4 key factors you can prioritize to impact Relevancy % for the keywords on your radar.

Keyword Placement
It’s long been known there is preference given to where you place keywords throughout your listings. Not only within each field but the sequence in which they are provided for that field. For this optimization factor its crucial that you manipulate both until the Relevancy % of your keyword is elevated.

Let’s first starting by sharing the relative weight of listing elements. This will help you identify where to prioritize higher search volume keywords throughout your listing.

In descending order:

 

1. Title 2. Subject Matter 3. Search Terms 4. Bullet Point 5. Description

 

With this in mind we can make the necessary adjustments to low relevancy keywords. Potentially placing them in higher weighted fields (ex: Subject Matter instead of Bullet Points).

Keyword Frequency
A hotly debated topic is the impact the frequency of a single keyword shows up in your listing. So, as an example, when testing the use of a phrase such as ‘argan oil’ we’d place it in Title, Description and Search Terms (3 times total). Through testing we’ve found keyword frequency to indeed have an impact on Relevancy %.

It’s no surprise given that through the Amazon Advertising API this point is made explicit. Mind you for a different metric but the relationship is made clear.

 

Relevance and relevance rank definition

 

This is a point directly contradicted by seller support (as we’ve heard numerous times) with respect to the part keyword frequency (and to a degree placement) play in relevancy in Amazons eyes.

With this made explicit in areas that parellel our focus, it’s no wonder that keyword frequency is a major factor. With the weight of listing elements already outlined we can now revisit (as needed) the frequency with which we add the same keyword(s) throughout our listing.

Optimized Sales
Optimized sales are definitely an intuitive way to bolster your Relevancy %.

And what do we mean by an optimized sale? This is a sale that’s driven by buyer intent on a specific search phrase. Optimized sales can come from organic and paid (ex: exact match PPC) traffic sources.

In our case, the keyword we want to have a higher Relevancy % for.

PPC itself has earned it’s own consideration as the top 4 items impacting Relevancy so we will focus on the organic side of things for now.

When it comes to utilizing optimized URLs (replicating buyer intent with a kw-driven URL) there’s the constant question of effectiveness while also considering Amazon ToS.

So there is a nuance to this consideration as it pertains to Relevancy %.

However, in our testing we continue to see that conversions for optimized URLs do positively impact Relevancy %.

Amazon sees buyer intent turning into purchases. More closely associating that keyword (from your optimized URL) to a purchase of your product. This is where a launch service (such as Last Launch) reinforces to the algorithm this clear link and creates an additional benefit (beyond ranking) in the form of a higher Relevancy %.

As with the other factors it’s important to be careful with the inverse. If you’re driving traffic with an optimized URL (ex: Storefront URL) and it’s not translating to a sale you may very well be inadvertently hurting your Relevancy %.

PPC Performance
When it comes to PPC 3 crucial factors are in the forefront – Relevancy %, Click-thru Rate (CTR) and historical ad performance. These variables directly impact your CPC suggested bid (what you pay) and your future ad performance. In this way there’s a synergistic relationship with these 3 variables.

Let’s look at an example.

If your product is a garlic press and you’re going after your top keyword, garlic press, you want to achieve 100% relevancy. Let’s say your ad performance begins to falter due to poor PPC management and increased competition. Subsequently, your Relevancy % begins to fade as Amazon sees you not ‘performing’ as well for garlic press as a keyword.

With all the options we have available to us there may be a few we focus on more than others.

We can increase PPC spend with the hopes of positively impacting CTR. We could also revisit and re-optimize our main image. We could make a push to have a higher review count and star rating.

From there we would aim (at least in the short term) to also positively impact ad performance.

Finally, we could also look at the other 3 factors outlined above to see if we can alter our listing or drive more optimized sales with the aim of impacting our Relevancy %.

And so on.

Understanding the priority metrics in this case is key. As you can begin to see how both fluid and synergistic they can be with ongoing changes. There’s also been a clear correlation between a higher Relevancy % and a decreased ad spend.

We’ve also identified, with the latest index changes, that Relevancy % bottoms out if a keyword is not indexed.

This absolutely emphasizes first having visibility into all the necessary variables. A case where Seller.Tools really shines for providing both visibility AND manual checks to closely monitor Relevancy %. Without it you’re left without a target and true barometer of success for your keywords and, subsequently, your listing performance (and potential).

In summation, this will empower you with the priorities to positively address your Relevancy %. It’s crucial to keep each major factor in your toolkit and continue to test while also directly addressing areas you may be underperforming.

What’s a good Relevancy % you might ask?

We’ve found that at or around approximately 90% we see product launches (via Last Launch) really cutting through and ‘sticking’. With the fluidity of PPC it’s far more difficult to effectively triangulate a recommended threshold. But by deploying what’s outlined here you’ll be able to get your Relevancy % dialed in, in no time.

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