-------------------------------------------------------------------------------- DOCUMENT CONTROL (HEADER) -------------------------------------------------------------------------------- Document ID : DAB_AMZ_KW_001 Title : Amazon Keyword Strategy and Search Term Architecture Version : 1.1 Status : DRAFT Classification : Internal, Confidential Prepared By : PYB / Daralbeida Reviewed By : (none, current version) Approved By : (none, current version) Approval Date : (none, current version) Owner : PYB / Daralbeida Date Created : 2026-05-01 Last Revised : 2026-06-13 00:00 UTC Update Cycle : Monthly for first 6 months post-launch; quarterly thereafter; upon any Amazon search algorithm update; upon major competitive entrant in the Moroccan olive oil category Next Review Due : 2026-07-13 Annual Review : Required Retention : 3 years from date of creation Department : BI Style : BPGP Keywords : amazon, keyword strategy, search terms, SEO, PPC, EVOO, moroccan olive oil, backend search terms, brand analytics Related Docs : DAB-AMZ-LAUNCH-MASTER-001, DAB-AMZ-LISTING-001, DAB-AMZ-PPC-001 Supersedes : DARX_BI_KW_STRATEGY_20260501.txt Superseded By : (none, current version) -------------------------------------------------------------------------------- OUTLINE -------------------------------------------------------------------------------- 1. Purpose and Scope 2. Keyword Strategy Framework 3. Keyword Tier Definitions 4. Tier 1, Primary Keywords 5. Tier 2, Secondary Keywords 6. Tier 3, Long-Tail and Occasion Keywords 7. Tier 4, Defensive and Brand Keywords 8. Backend Search Term Specification 9. Keyword Placement Map 10. Keyword Research Methodology and Expansion Protocol 11. Keyword Performance Tracking 12. Seasonal and Trend Keyword Calendar 13. Prohibited Keyword Reference 14. AI Prompts 15. Revision History 16. Acronyms 17. Glossary DOCUMENT CONTROL (FOOTER) -------------------------------------------------------------------------------- ================================================================================ 1. PURPOSE AND SCOPE ================================================================================ This document defines Daralbeida's full keyword architecture for the Amazon US marketplace, covering listing SEO, PPC campaign seeding, and backend search term configuration. It is the controlling reference for all keyword decisions across the launch document set. The keyword strategy serves two simultaneous goals: discoverability (ranking in Amazon search results) and relevance (attracting buyers with genuine intent to purchase premium olive oil). For a premium-positioned brand at the $26-$32 price point, keyword relevance is as important as keyword volume. High-volume generic terms attract browsers; targeted intent-specific terms attract buyers. This document is a living reference. Section 10 defines the methodology for ongoing keyword expansion as PPC harvest data and Brand Analytics data become available post-launch. ================================================================================ 2. KEYWORD STRATEGY FRAMEWORK ================================================================================ The Daralbeida keyword strategy is built on four tiers organised by specificity, intent, and competitive density: Tier Type Intent Level Competitive Density ───────────────────────────────────────────────────────────────────── Tier 1 Primary High Very High Tier 2 Secondary High-Medium High-Medium Tier 3 Long-Tail and Occasion High (niche) Low-Medium Tier 4 Defensive and Brand High Low (brand-owned) 2.1 PLACEMENT PHILOSOPHY Primary keywords belong in the listing title and are the highest-value SEO real estate. Secondary keywords populate bullet points and are also indexed by Amazon. Long-tail keywords appear in the product description and backend search terms. Brand and defensive keywords are used in PPC campaign structures and backend terms. Amazon's A9 algorithm ranks listings based on: relevance (keyword match), performance (sales velocity, CVR, review count), and availability. Keyword placement must be natural and readable, Amazon penalises keyword stuffing and consumers abandon listings with unnatural copy. ================================================================================ 3. KEYWORD TIER DEFINITIONS ================================================================================ 3.1 TIER 1, PRIMARY KEYWORDS High-volume, high-intent terms directly describing the product. These are the terms a buyer types when they know what they want. They carry the highest search volume and the highest CPC in PPC campaigns. They must appear in the listing title. Every primary keyword represents a direct competition with established European brands and major Amazon olive oil sellers. 3.2 TIER 2, SECONDARY KEYWORDS Medium-volume terms with clear purchase intent. More specific than Tier 1. Buyers using these terms are typically further along the decision process, they are looking for a specific quality attribute or use case. Lower CPC than Tier 1 but higher CVR. These belong in bullet points and PPC phrase/exact campaigns. 3.3 TIER 3, LONG-TAIL AND OCCASION KEYWORDS Low-to-medium volume terms with very high purchase intent. Often occasion-based (gift), use-case-based (finishing oil), or benefit-based (high polyphenol). These terms typically have low CPC and high CVR, buyers who search this specifically know exactly what they want. These belong in the description, backend terms, and PPC broad/phrase campaigns. 3.4 TIER 4, DEFENSIVE AND BRAND KEYWORDS Daralbeida brand name terms and defensive terms. Used primarily in PPC to protect the brand from competitor ads on Daralbeida searches, and to ensure Daralbeida ads appear when buyers search for the brand directly. Low CPC (brand terms are highly relevant to the listing). Not in the backend search term field, these are covered by the listing title. ================================================================================ 4. TIER 1, PRIMARY KEYWORDS ================================================================================ These terms must appear in the listing title. They are also the seed terms for Sponsored Products exact match campaigns. Keyword Search Intent Notes ───────────────────────────────────────────────────────────────────────── moroccan olive oil Origin + product Primary differentiator moroccan extra virgin olive oil Origin + grade Most specific primary extra virgin olive oil Category term Highest volume; broad competition premium evoo Quality + grade Premium segment signal single estate olive oil Quality attribute High-intent buyer cold pressed olive oil Quality attribute Process claim term 4.1 COMPETITIVE CONTEXT FOR TIER 1 "Extra virgin olive oil" is the highest-volume term in the category but also the most competitive, dominated by Kirkland, Filippo Berio, California Olive Ranch, and similar at significantly higher review counts. Daralbeida's primary competitive advantage in this term is origin specificity: "moroccan olive oil" and "moroccan extra virgin olive oil" are substantially less contested and represent a genuine first-mover opportunity. The strategy is to own "moroccan olive oil" as a category-defining term for Daralbeida, and to compete on "extra virgin olive oil" and "premium EVOO" as the brand builds review authority. ================================================================================ 5. TIER 2, SECONDARY KEYWORDS ================================================================================ These terms belong in bullet points and are seeded into PPC phrase and exact match campaigns in Week 9-10 (post auto harvest). Keyword Search Intent Priority ──────────────────────────────────────────────────────── moroccan evoo Origin + grade High north african olive oil Regional origin Medium single origin olive oil Provenance signal High first harvest olive oil Quality attribute High early harvest olive oil Quality attribute High unfiltered olive oil Quality attribute Medium high polyphenol olive oil Health-adjacent High artisan olive oil Craft signal Medium gourmet olive oil Premium use case High finishing olive oil Use case specific High cold press olive oil Process attribute Medium award winning olive oil Quality signal Low-Medium olive oil for cooking Use case broad Medium olive oil gift Occasion High olive oil gift set Occasion Medium premium cooking oil Category adjacent Low mediterranean olive oil Regional broad Medium 5.1 NOTE ON "HIGH POLYPHENOL OLIVE OIL" This term has grown significantly in search volume driven by wellness content creators. It is a health-adjacent term that does not constitute a prohibited health claim when used as a product descriptor. Daralbeida's early harvest, cold pressed processing is genuinely associated with higher polyphenol content. This term should be in bullet points and backend terms but must not be framed as a health benefit claim in listing copy. ================================================================================ 6. TIER 3, LONG-TAIL AND OCCASION KEYWORDS ================================================================================ These terms have lower search volume but high purchase intent. They are ideal for PPC broad and phrase match campaigns and for backend search terms. Many of these terms are occasion and gift-driven, an important segment at the $26-$32 price point. 6.1 USE CASE LONG-TAIL Keyword Notes ─────────────────────────────────────────────────────────────────────── olive oil for dipping bread High CVR; food enthusiast segment olive oil for salad dressing Use case specific olive oil for finishing dishes Culinary specific best olive oil for drizzling Premium intent olive oil for pasta High volume use case olive oil for charcuterie board Trending food occasion raw olive oil Health-forward buyer olive oil for bread dipping gift Gift + use case combination 6.2 GIFT AND OCCASION LONG-TAIL Keyword Notes ─────────────────────────────────────────────────────────────────────── gourmet food gift Broad gift category olive oil gift for foodie High intent gift buyer gourmet olive oil gift Premium gift segment food lover gift Gift occasion broad housewarming gift food Occasion specific hostess gift gourmet Occasion specific christmas food gift gourmet Seasonal, activate Q4 olive oil stocking stuffer Seasonal, activate Q4 fathers day gourmet gift Seasonal, activate Q2 wedding gift gourmet food Occasion specific new home gift food Occasion specific 6.3 QUALITY AND PROVENANCE LONG-TAIL Keyword Notes ─────────────────────────────────────────────────────────────────────── single farm olive oil Provenance specific traceable olive oil Authenticity signal authentic extra virgin olive oil Fraud-awareness buyer real extra virgin olive oil Fraud-awareness buyer 100 percent extra virgin olive oil Purity claim search extra virgin olive oil no blend Anti-blending buyer olive oil from morocco Origin specific best moroccan olive oil Brand category premium moroccan olive oil Brand category + premium ================================================================================ 7. TIER 4, DEFENSIVE AND BRAND KEYWORDS ================================================================================ These terms are used exclusively in PPC campaigns. They are not placed in listing copy or backend search terms (the brand name in the title covers brand search indexing automatically). 7.1 BRAND DEFENCE TERMS For Sponsored Products brand defence campaigns: - daralbeida - daralbeida olive oil - dar al beida (common misspelling, defensive coverage) - dar albeida (common misspelling, defensive coverage) 7.2 RATIONALE FOR BRAND DEFENCE Once Daralbeida achieves meaningful search volume, competitors may bid on the Daralbeida brand name to intercept buyers. A brand defence campaign ensures that Daralbeida's own ads appear at the top of brand-name searches at low CPC. This campaign is low priority at launch (negligible brand search volume) but should be activated by Month 3. 7.3 NOTE ON COMPETITOR KEYWORD BIDDING Bidding on competitor brand names as positive keywords is a common PPC tactic but carries brand positioning risk for a premium brand and potential policy risk if competitor brand terms appear in ad copy. Daralbeida does not pursue competitor keyword bidding in Phase 1. This policy may be revisited in Phase 2 based on competitive dynamics. The PPC contractor may not add competitor brand name terms without explicit written approval from PYB. ================================================================================ 8. BACKEND SEARCH TERM SPECIFICATION ================================================================================ The backend search term field in Seller Central (Seller Central > Inventory > Edit Listing > Keywords tab) allows 250 bytes of hidden search terms. These terms extend keyword coverage beyond visible listing copy. 8.1 BACKEND TERM RULES - 250 bytes maximum (bytes, not characters; ASCII characters are 1 byte; special characters may be 2-3 bytes; stay under 240 bytes to be safe) - Words separated by single spaces (no commas, no semicolons, no quotes) - Do not repeat any word already in the title; repetition wastes bytes - Use singular forms; Amazon matches plurals automatically - No competitor brand names - No prohibited claims - No ASINs or UPC codes 8.2 BACKEND TERM DRAFT (0.5L AND 1L SHARE THE SAME SET) The following string is the draft backend term set. Total byte count must be verified in Seller Central before submission: morocco oil harvest gift foodie gourmet finishing drizzle dipping polyphenol unfiltered artisan provenance authentic traceable charcuterie salad pasta bread mediterranean single-farm real pure north-african housewarming hostess wedding foodlover robust peppery herbaceous terroir cold-press BYTE COUNT NOTE: The above draft is approximately 220-230 bytes. Verify exact byte count using Amazon's character counter in the listing edit field before submission. Adjust if over 250 bytes by removing lowest-priority terms from the end of the string. 8.3 BACKEND TERM REVIEW CADENCE Backend search terms should be reviewed and refreshed every 90 days based on: - Search Term Report data (which terms are generating impressions) - Brand Analytics Search Query Performance data - Seasonal adjustments per Section 12 - New long-tail terms surfaced by PPC auto campaigns ================================================================================ 9. KEYWORD PLACEMENT MAP ================================================================================ This table maps each keyword tier to its placement across listing components. Placement Tier 1 Tier 2 Tier 3 Tier 4 ────────────────────────────────────────────────────── Listing Title Yes No No No Bullet Points Yes Yes No No Product Description Yes Yes Yes No Backend Search Terms No* Yes Yes No PPC Auto Campaigns (auto discovers all tiers organically) PPC Exact Match Yes Yes No Yes PPC Phrase Match Yes Yes Yes No PPC Broad Match No Yes Yes No Brand Defence Campaign No No No Yes * Tier 1 terms are in the title and therefore automatically indexed; including them in backend terms wastes the 250-byte allocation. ================================================================================ 10. KEYWORD RESEARCH METHODOLOGY AND EXPANSION PROTOCOL ================================================================================ The seed keyword list in this document is based on category knowledge and brand positioning. Post-launch, the keyword strategy must expand continuously based on data. The following methodology governs ongoing keyword research. 10.1 DATA SOURCES IN PRIORITY ORDER Source Access Update Frequency ─────────────────────────────────────────────────────────────────────── Brand Analytics, Search Query Seller Central > Weekly (data lags Performance Brands > Analytics ~2 wks) PPC Search Term Report Seller Central > Weekly (pulled by Advertising PPC contractor per SOP) Competitor ASIN reverse keyword Helium 10 / Jungle Monthly lookup Scout Amazon auto-complete search bar Amazon.com search bar Monthly (manual check) Brand Analytics, Market Basket Seller Central > Monthly Analysis Brands > Analytics 10.2 BRAND ANALYTICS: SEARCH QUERY PERFORMANCE This report shows, for Daralbeida's ASINs: the search terms generating impressions, clicks, cart adds, and purchases; market share for each term; and rank among competitors for each term. It is the single most valuable keyword intelligence source available and is only accessible because of Brand Registry enrollment. Review the top 100 search terms driving impressions monthly. For any term generating impressions but low clicks (CTR below 0.3%), investigate whether the term is in the title and whether the main image or price is misaligned with that search intent. For terms generating clicks but low purchases (CVR below 5%), investigate the listing content for that search context. 10.3 COMPETITOR REVERSE-ASIN RESEARCH Identify the top 3-5 competitor ASINs in the premium olive oil category (California Olive Ranch, Brightland, Graza, and comparable). Use Helium 10's Cerebro or Jungle Scout's Keyword Scout to extract their ranking keywords. Identify terms where competitors rank well that Daralbeida does not yet target. Add high-relevance, high-intent discoveries to the keyword tier list with a source notation and date. Conduct this analysis monthly for the first 6 months, then quarterly. 10.4 AMAZON AUTO-COMPLETE RESEARCH Type the following seed terms into Amazon's search bar and record the auto-complete suggestions. These are the actual phrases Amazon buyers are using in real time and are not always captured in third-party tools: - "moroccan olive" - "premium olive oil" - "single estate olive" - "cold pressed olive" - "olive oil gift" Do this monthly for the first 6 months. Record new suggestions in the keyword expansion log. 10.5 KEYWORD EXPANSION LOG All new keywords identified post-launch must be documented in the keyword expansion log before being added to listings or PPC campaigns. Columns: Date discovered, keyword, source, search volume (est.), relevance score (1-5), tier assigned, placement decision, date added to listing/PPC. ================================================================================ 11. KEYWORD PERFORMANCE TRACKING ================================================================================ 11.1 MONTHLY KEYWORD REVIEW Conducted by PYB with PPC contractor data. For each Tier 1 and Tier 2 keyword, track the following monthly: Metric Source Target ─────────────────────────────────────────────────────────────────────── Organic rank Brand Analytics / Tier 1: Top 30 by Month 6; third-party rank Tier 1: Top 15 by Month 12 tracker PPC ACoS per PPC Search Term Report < 28% steady state keyword PPC CVR per keyword PPC Search Term Report > 5% target Impressions trend Brand Analytics Month-over-month growth Click Share Brand Analytics Increasing share of category click volume 11.2 RANK TRACKING SETUP Amazon organic rank tracking requires a third-party tool as Seller Central does not natively display keyword rank. Recommended tools: - Helium 10 Keyword Tracker (included in Helium 10 subscription) - Jungle Scout Rank Tracker - DataDive (advanced, higher cost) Track the following keywords from Day 1 of launch: - moroccan olive oil - moroccan extra virgin olive oil - premium evoo - single estate olive oil - extra virgin olive oil - cold pressed olive oil - high polyphenol olive oil - olive oil gift Screenshot rank data weekly for the first 3 months, then monthly thereafter. Include rank screenshots in the monthly PPC report. ================================================================================ 12. SEASONAL AND TREND KEYWORD CALENDAR ================================================================================ Olive oil purchase behaviour has seasonal patterns driven by gifting occasions and cooking trends. The following keyword adjustments should be made on a seasonal basis by adding terms to backend search terms and increasing PPC bids on occasion terms in the relevant windows. Period Season / Occasion Keywords to Activate / Boost ─────────────────────────────────────────────────────────────────────── Oct-Dec Q4 Holiday / Gift christmas food gift, holiday gift gourmet, stocking stuffer, hostess gift, thanksgiving cooking, olive oil gift set, gourmet gift basket Jan-Feb New Year / Health healthy cooking oil, clean eating oil, mediterranean diet, real evoo, high polyphenol oil Feb Valentine's Day gourmet valentine gift, food lover gift, couple cooking gift Mar-May Spring / Easter spring entertaining, easter appetizer, gourmet spring gift May-Jun Father's Day fathers day food gift, gift for foodie dad, gourmet fathers day Jul-Aug Summer / Grilling grilling finishing oil, summer salad dressing, outdoor cooking Sep Back to Kitchen olive oil for cooking, best olive oil for italian food, cooking oil upgrade 12.1 SEASONAL ACTIVATION PROTOCOL 1. 4 weeks before the occasion: add seasonal keywords to backend search terms. 2. 3 weeks before the occasion: increase PPC bids on occasion terms by 15-20%. 3. 1 week after the occasion: reduce bids to baseline; remove from backend. ================================================================================ 13. PROHIBITED KEYWORD REFERENCE ================================================================================ The following keyword types are prohibited in listing copy, backend search terms, and PPC campaigns. This reference should be reviewed by the PPC contractor at onboarding and applied consistently. Prohibited Type Reason and Example ─────────────────────────────────────────────────────────────────────── Competitor brand names in Reason: Amazon policy violation risk; positive keywords brand positioning. Example: specific brand names not listed here. Health claim terms Reason: FDA / Amazon policy violation. Example: "prevents heart disease," "reduces inflammation". Superlative claims without Reason: Amazon policy violation. Example: citation "best," "#1," "world's finest". Geographic claims more specific Reason: Daralbeida brand discipline. than Morocco Example: "Atlas," "Marrakech," coordinates. Misleading origin terms Reason: FTC / Amazon policy. Example: "Italian style," "Mediterranean blend". Unverified certifications Reason: Legal / Amazon policy. Example: "organic" without USDA certification. Competitor ASINs in keyword Reason: Amazon policy violation. Example: fields B0XXXXX in keyword fields. Pricing in keyword fields Reason: Amazon policy violation. Example: "$26," "cheap". ================================================================================ 14. AI PROMPTS ================================================================================ The following prompt assists with structured keyword expansion and tier assignment using the methodology in Section 10. Editable tokens are marked in square brackets. ================================================================================ START OF PROMPT ================================================================================ You are a senior Amazon marketplace SEO and PPC strategist. Using the keyword tier framework below, classify and expand a keyword list for a premium Moroccan extra virgin olive oil brand priced at [PRICE_POINT] in the [MARKETPLACE] marketplace. Tier definitions: Tier 1 Primary: high-volume, high-intent terms for the listing title. Tier 2 Secondary: medium-volume intent terms for bullet points. Tier 3 Long-Tail and Occasion: low-to-medium volume, very high intent terms for description and backend. Tier 4 Defensive and Brand: brand and misspelling terms for PPC brand defence. Input keyword list: [PASTE_KEYWORD_LIST] For each keyword, output a row with: keyword, assigned tier, search intent, estimated relevance score (1-5), and recommended placement. Then propose [NUMBER] new long-tail expansion terms not already in the list, each with a source rationale. Exclude all prohibited keyword types: competitor brand names, health claims, unverified certifications, misleading origin terms, superlatives without citation, geographic claims more specific than Morocco, ASINs, and pricing terms. ================================================================================ END OF PROMPT ================================================================================ ================================================================================ 15. REVISION HISTORY ================================================================================ Version Date Summary ─────────────────────────────────────────────────────────────────────── 1.0 2026-05-01 Initial draft of Amazon keyword strategy and search term architecture. Prepared by PYB / Daralbeida. 1.1 2026-06-13 Reformatted to BPGP v3.1 standard. Added AI Prompts, Revision History sections; restructured tables to U+2500 separators. No substantive content changes. ================================================================================ 16. ACRONYMS ================================================================================ A9 Amazon's search ranking algorithm ACoS Advertising Cost of Sales ASIN Amazon Standard Identification Number BI Business Intelligence (department code) CPC Cost Per Click CTR Click-Through Rate CVR Conversion Rate EVOO Extra Virgin Olive Oil FBA Fulfilled by Amazon FDA Food and Drug Administration FFA Free Fatty Acid FTC Federal Trade Commission IOC International Olive Council KW Keyword MKTG Marketing and Brand (department code) PPC Pay-Per-Click SEO Search Engine Optimisation SKU Stock Keeping Unit SOP Standard Operating Procedure SQP Search Query Performance (Amazon Brand Analytics report) UPC Universal Product Code USDA United States Department of Agriculture USPTO United States Patent and Trademark Office ================================================================================ 17. GLOSSARY ================================================================================ A9 Algorithm Amazon's proprietary search ranking algorithm. Determines which products appear and in what order for a given customer search query. Ranking factors include relevance (keyword match), conversion rate, sales velocity, and review count and rating. Asin Amazon Standard Identification Number. A unique 10-character alphanumeric identifier assigned by Amazon to each product listing. Used in defensive keyword strategy and competitor reverse-ASIN research. Backend Search Terms Hidden keyword fields in Amazon Seller Central not visible to customers. Contribute to search ranking without appearing in listing copy. Character limit: 250 bytes total. Do not repeat terms already in the title, bullets, or brand name. Daralbeida Brand name of the premium Moroccan EVOO venture. Always one word. USPTO trademark application filed, Class 29. Evoo Extra Virgin Olive Oil. Highest IOC grade. FFA 0.8% maximum, cold-extracted without chemical processing. Long-Tail Keyword A keyword phrase of three or more words with lower search volume but higher purchase intent. Typically lower cost-per-click in PPC. Examples: "single estate moroccan olive oil," "high polyphenol evoo for cooking." Primary Keyword The highest-priority keyword for a listing, placed in the title. For Daralbeida: "moroccan olive oil." Drives the majority of search-driven traffic. Search Query Performance Amazon Brand Analytics report showing impressions, clicks, cart adds, and purchases per keyword. Available to Brand Registry sellers. Primary data source for keyword expansion and refinement. Secondary Keyword Supporting keyword placed in bullet points and backend fields. Lower search volume than primary keywords but still commercially relevant. Examples: "premium olive oil," "cold pressed olive oil." -------------------------------------------------------------------------------- DOCUMENT CONTROL (FOOTER) -------------------------------------------------------------------------------- Document ID : DAB_AMZ_KW_001 Version : 1.1 Status : DRAFT Last Revised : 2026-06-13 00:00 UTC Update Cycle : Monthly for first 6 months post-launch; quarterly thereafter Next Review Due : 2026-07-13 Annual Review : Required Owner : PYB / Daralbeida Distribution : Internal + PPC contractor (Tiers 1-3 and backend terms only; Tier 4 defensive terms for internal use) Review Triggers : Any Amazon search algorithm update; major competitive entrant in the Moroccan olive oil category; quarterly seasonal review COMPLIANCE : "High polyphenol" claims must be factually supported by Eurofins lot data before use in listing copy or PPC. No geographic sub-claims beyond Morocco permitted in any keyword context until a specific contracted and verified estate is on file. Seasonal keywords to be reviewed by PYB before activation each quarter. Revision History: See Section 15 -------------------------------------------------------------------------------- END OF DOCUMENT --------------------------------------------------------------------------------