A brand's sale is linked to the discoverability of the brand. The more the brand is discoverable on the merchant sites and marketplace, the higher the probability to be shopped by the customer and the brand will remain on top of the mind of the customer.  


As a brand, do you spend a lot of time improving the discoverability of your products through the keywords used in the listings across the merchant sites and marketplace? 

This is addressed for you under 'discoverability' in the Shopalyst BKG leaderboard.


To get a glimpse of how the leaderboard looks like and what digital elements it covers click here

 

Discoverability


Discoverability in Shopalyst BKG leaderboard is based on the share of search for a particular brand for popular keywords that the shoppers often use while they are seeking solutions on search engines(Google) or shopping(e-commerce search) under any category. 

The top-performing keywords for a brand are those which have more products listed in the search results. From this information and further analyses, the low-performing keywords can be identified and actioned accordingly or a top-performing keyword for a category can be picked by the brand to be actioned upon by adding the same in their product titles, description, etc.


What you see below is called the 'high-level' view of the leaderboard which shows all 4 pillars with high-level scores.


Discoverability score from level 1(high level) view


We identify the top 20 products for top 20 keywords for a category from across the merchant sites from which the scores are calculated for the brands within the category. The keywords are generic and not brand-specific, enabling an organic discoverability score on the leaderboard across brands within a category.

Also, if the product was discoverable consistently at rank1 for 30 days it will have a higher weightage compared to another product that was discoverable at rank 5 for the 30 days.

The percentage of search results of a particular brand from across the marketplace and merchant sites is considered while calculating the score for the specific brand. Also, the L1 view shows the month-on-month change in the discoverability score for the particular brand.

The scores on top 3 merchants for the category are shown in the level 2 (Detailed) view


To understand how to navigate to further levels in the Shopalyst BKG leaderboard click here


Level 2 (Detailed) view


Types of discoverability in Shopalsyt BKG leaderboard


The discoverability is calculated from the share of search of a brand from across the digital merchants and marketplace as a score. 

Accordingly, we have 2 types of discoverability scores whose average is taken as the overall discoverability score of a brand

  1. In-store discoverability
  2. Off-store availability


The detailed view of the leaderboard shows the in-store discoverability scores across the top 3 merchants for the particular brand and the off-store discoverability score as well. And the overall score that you see in high-level (level 1) view is the average of these 2 types of scores for the particular brand.



Level 3 (in-depth) view

This is a granular view of the top 3 merchants with the following details for the selected brand

  1. Score
  2. Top keywords
  3. Top brands distribution
  4. Keyword share
  5. Keyword performance
  6. Top discoverable products

Let's see all the analyses in detail


1. Score


This shows the discoverability score of the selected merchant. 

For example, the screenshot shows that the discoverability score of the selected brand on Amazon is 7.3%, and the score has increased by 24.27% in the current month vs last month.



2. Top keywords


This shows the brand's top keywords for the particular merchant site.

As shown below the selected brand is discoverable through the 11 top keywords in the merchant Flipkart. Similarly, for the other 2 top merchants, the top keywords and respective merchant scores can be seen by clicking the merchant tab.


3. Top brands distribution

This is an interesting feature which tells you, among all the brands that appear for the specific category, which quartile does your brand fall into? 


There are 4 quartiles as you can see below and the selected brand falls in the 4th quartile which means your brand falls in the 75th percentile.


The other competitor players and their presence in the percentile can be checked from the right-hand side representation. The colour code will tell you in which quartile the respective brand falls. We show you the top 14 brands and club the rest as 'others' in the percentile share graph.



4. Keyword share

This shows the ratio of organic and sponsored results for a particular merchant for the selected brand from across the top keywords.


5. Keyword performance

This section lists the traits of the top discoverable products of the selected brand for the selected merchant. Also, the type of search results is shown in the table against each trait as organic or sponsored. Score is computed for top products and then the brand's score is calculated from the product scores for the particular merchant


6. Top discoverable products

This shows which all products contribute to the discoverability score of that particular brand for the selected merchant. 

For example, shown below are the products that make the selected brand's discoverability score 7.3% on Flipkart. 

And also the keywords that make the product discoverable are listed under each product of the brand.

Towards the right end, there's a scroller which will display more products for you which collectively contribute to the discoverability score.



Looking for more help? Instructions to reach out to support is here.

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Want to know what all Shopalyst has under BKG, the brand knowledge graph? Click here for an overview of the Shopalyst BKG leaderboard for the first-time users