Icecat Brand Rank: What is It and How to Improve on it?

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Every brand is ranked in Icecat based on billions of annual product data-sheet (PDS) downloads by its channel partners and views by consumers. A lower brand rank number means a better score. The better the brand rank, the more views/downloads are needed to improve on the ranking. In the current sprint the team is working on making the Icecat brand rank permanently visible as part of the brand dashboard project.

What are the key drivers for the Icecat brand rank?

  • The number of unique products: the more unique products a brand has the higher the total hits on the content of the all products.
  • Popularity: the popularity of individual products is an important driver. Sometimes it’s a relatively small number of products that’s generating most traffic.
  • Stock: the more products are on stock in the market, the more they will be favored by shop search engines.
  • Active products: the more products are still for sale, i.e., visible in the current catalogs of channel partners, whether on stock or not, the more their content will be viewed and downloaded.
  • PDS completeness: described products receive far more attention than undescribed products. Certain product features, media assets and product relations help to improve a product’s attractiveness. They can be completed for free via the Icecat Vendor Central.
  • Channel (platform) coverage: the more a brand’s channel partners are e-commerce ready and connected their technical platforms to (free Open) Icecat, the higher the downloads.
  • Product reviews: more and favorable product reviews help to generate product interest by consumers and the channel. Of course, product reviews need to be genuine and trusted, and relate to the perceived quality of the respective products.
  • Open content policy: an open content syndication policy (like Open Icecat) makes it easier for consumers and channel partners to view and download the PDSs of a brand.

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