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By Mike Black · September 14, 2025 · Curated by George's Blog
#Retail is a game of distribution. Same principle applies to winning the #digitalshelf through effective #SEO.
Every keyword shoppers search for is a right to win for your products.
It's basically your shopper telling you "Hey, I am in the market to buy. Are you relevant to what I need?"
The problem:
Most brands aren't maximizing their full keyword distribution opportunity and are showing up in a narrow playing field.
Here's a visualization of two different brands in the same category
Brand A has more products (represented by an "dot)" appearing on Page 1 and above the fold on #Wamart for more category relevant keywords.
More products in the upper right hand quadrant = good
Brand B, however, has most of their products concentrated on Page 1 and ATF for a smaller set of keywords.
The reality is:
Both brands have opportunity to grow keyword distribution (a.k.a) getting products to rank for more relevant keywords.
It's a matter of knowing which products are within "striking distance" of winning a relevant keyword they're not winning today. Meaning they sit on Page 2 today, or on Page 1 but below the fold.
And once you know that, it's about strategically optimizing the PDP and back end attributes for those keywords.
Once you get sales for these keywords, you train the algorithm that you're the most relevant for those keywords and you gain organic rank.
If you're not building your digital shelf strategy from an expansive understanding of the keyword landscape, your #content and #retailmedia strategies will not drive the incrementality you want.
Test going broader and then refine to the keywords where you see the most conversion and incremental sales, then focus.
You will land somewhere in the "sweet spot" of having the right set of keywords that help you maximize distribution, but efficiently.
Keywords are the new points of distribution in the retail world.
AI prompts will be the next.
Your superpower will be your ability to test, learn and adapt quickly.
Profitero+ has the data and experts to help you exploit this opportunity.