Keyword research is an evergreen process required by sellers to develop an understanding of the search terms used by their target audience
Continually discovering, analyzing and prioritizing the best keyword opportunities is necessary for an optimized listing, efficient PPC campaigns and improving organic rank.
Knowing what your target audience is searching for will increase your sessions, your click through rate (CTR), your conversion rate (CVR) and ultimately your organic rank.
๐๐ฒ๐๐๐ผ๐ฟ๐ฑ๐ ๐ฎ๐ป๐ฑ ๐๐๐๐๐ผ๐บ๐ฒ๐ฟ ๐ฆ๐ฒ๐ฎ๐ฟ๐ฐ๐ต ๐๐ฒ๐ฟ๐บ๐ ๐ผ๐ป ๐๐บ๐ฎ๐๐ผ๐ป
To display a product ad closely matching a customer search term, your product needs to include keywords on the ad listing, the product pages and in paid advertising campaigns.
The higher the relevancy of your keywords, the higher your product ad will rank in the search results.
Data shows that products ranked high in search results produce a better CVR and higher sales volumes, leading to an increased organic rank.
๐ฃ๐ฒ๐ฟ๐ณ๐ผ๐ฟ๐บ๐ถ๐ป๐ด ๐๐ฒ๐๐๐ผ๐ฟ๐ฑ ๐ฅ๐ฒ๐๐ฒ๐ฎ๐ฟ๐ฐ๐ต
Using a tool, such as Helium 10, allows you to extract actual data and provides insight into the exact search terms used by target audiences
This allows you to build an optimized listing and create effective PPC campaigns to increase traffic to product pages.
๐๐๐๐ 1 โ ๐๐ฆ๐ต๐ฆ๐ณ๐ฎ๐ช๐ฏ๐ฆ ๐ต๐ฉ๐ฆ ๐๐ข๐ช๐ฏ ๐๐ฆ๐บ๐ธ๐ฐ๐ณ๐ฅ
โซ๏ธ Using a seed keyword or keyword phrase perform a search on Amazon
โซ๏ธ Survey competitor listings, of similar products, within the search result to determine the common keyword/keywords.
โซ๏ธ Perform a search using the common term in Helium 10 Magnet and sort by search volume to identify the most relevant keyword
๐๐๐๐ 2 โ ๐๐ฆ๐ต๐ฆ๐ณ๐ฎ๐ช๐ฏ๐ฆ ๐๐ฐ๐ฎ๐ฑ๐ฆ๐ต๐ช๐ฏ๐จ ๐๐ณ๐ฐ๐ฅ๐ถ๐ค๐ต๐ด
โซ๏ธ run a customer search on Amazon of the main keyword
โซ๏ธ using Helium 10โs Chrome Extension, X-ray, select the top 10 ranking competitors based on product similarity and revenue and run in Helium 10 Cerebro.
๐๐๐๐ 3 โ ๐๐ฆ๐บ๐ธ๐ฐ๐ณ๐ฅ ๐๐ช๐ด๐ค๐ฐ๐ท๐ฆ๐ณ๐บ
โซ๏ธ apply filters to the keyword results in Helium 10โs Cerebro reverse. as a guide;
โก๏ธ Search volume min 400
โก๏ธ Position rank max 65
โก๏ธ Ranking competitorsโ min 8 (this will provide you with the keywords for which 9, out of the 10 competitors are ranking)
โซ๏ธ sort by search volume and determine the best keywords for listing optimization, paid advertising and organic rank targeting
โซ๏ธ Select the keywords to monitor for organic and sponsored rank and ad to keyword tracker
โ๏ธ Title – Super relevant keywords with high search volume โ top 3 to 5 ranking keywords
โ๏ธ Bullet Points – Contain the top 5-10 ranking keywords
โ๏ธ Backend Keywords – Top 10-20 ranking keywords
โ๏ธ Product Listing and A+ Content – Any remaining relevant keywords to form the description
โ๏ธ PPC Strategy โ target all relevant keywords, high and low search volume. Segregate keywords into campaigns by search volume for even budget distribution
โ๏ธ Organic Rank – Use single keyword campaigns, in all match types, to target the top 10 keywords to rank organically
TIP: Use Data Dive software for quantifying listing optimization for SEO
๐๐๐๐ 4 โ ๐๐ณ๐ข๐ค๐ฌ ๐๐ฑ๐ฐ๐ฏ๐ด๐ฐ๐ณ๐ฆ๐ฅ ๐ข๐ฏ๐ฅ ๐๐ณ๐จ๐ข๐ฏ๐ช๐ค ๐๐ข๐ฏ๐ฌ
โซ๏ธ Using Helium 10โs keyword tracker, establish a list of the keywords discovered in Cerebro
โซ๏ธ Increased organic rank indicates you are targeting the best matched keywords in your listing
โซ๏ธ If organic and sponsored rank is not improving, it may be an indication to increase ad spend for those keywords
โซ๏ธ Monitor and download history reports to determine how your product is performing on a weekly basis.