BIC
Uplift in top-50 organic keyword rankings
BIC set Toucan a focused objective: increase organic ranking by optimising the written copy on its product detail pages. Toucan ran extensive keyword research across the category and the existing competition, rewrote titles, bullet points and descriptions around the terms that mattered, then tracked keyword performance before and after upload so the effect of the copy could be isolated.
What stood in the way
- Organic visibility limited by product detail page copy rather than by demand.
- Titles, bullets and descriptions written without the keywords the category actually searches on.
- No before-and-after measurement to prove what a copy change was worth.
- Listing quality trailing the strongest brands in each target category.
- Products absent entirely from relevant search terms.
What we did about it
- Extensive keyword research across the category and the existing competition.
- Writing best-in-class product detail page copy to Amazon best practice, built around the identified keywords.
- Tracking keyword performance before and after upload to isolate the effect of the copy.
What changed
Across the optimised ASINs, top-50 organic keyword rankings rose 88.8%, from a 20-day pre-optimisation average of 67.1 to 126.6 after. Listing Quality Score reached an average of 9.5 out of 10, ahead of the average of the top five brands in each target category. Each product began ranking for an average of 29 relevant keywords it had not appeared for at all, representing 6,864 average monthly searches of additional organic visibility.
