Last week, we showed you a very important data in advertising ranking, the proportion of advertising sales. Today, let’s talk about the listing of natural ranking. As far as Amazon’s data analysis is concerned, the best way for us to get more orders is to have a higher natural ranking on Amazon. Ranking high, attracting more eyeballs, winning more hits, selling more products – this is a very clear logic, but there are still many sellers who ignore this.
What is Amazon’s natural ranking? Natural ranking is the product of every search query on Amazon’s SERP except for paid ads, which is considered by Amazon A9 algorithm to be most relevant to customer search query.
In Amazon, most buyers are searching for the products they want through keyword search, so we need to know about the products, study the competitive products on Amazon platform, collect keywords through the third-party keyword tool, and then apply these keywords to the bidding, five point description, product description and search Term and the advertising group strive for the highest exposure and transformation.
But even after one or two years of Amazon’s operation, there are many people who have not seriously studied the products, or even the products given by the company or the factory, let alone the keywords. In fact, keyword research is a daily routine of Amazon’s operation. In the rapidly changing Amazon world, nothing can remain the same. New features, new trends, new products and new sellers are all likely to kick your product out of Amazon SERP.
So how do we conduct keyword research and collect keywords?
First of all, we need to understand the classification of keywords. There are three main types of keywords: head, main body and long tail.
● the search volume of keywords in the head is the highest, only including 1-2 words.
● the main keyword is more specific than the head keyword (2-3 phrases), but the search volume is less.
● long tail keywords are 3-4 stages, very specific to your product description. Of all the keywords, they have the lowest search volume.
The main difference between the three is the degree to which they are specific to the product. The longer and more specific keywords are, the less search results will be found.
For example, let’s look at the basketball shoe segment and the number of search results:
If we search for “basketball shoes,” there are more than 30000 results.
If we search for “red basketball shoes,” it will shrink to 9000 results.
If you search for “red nike basketball shoes,” you can search for up to 4000 results.
There is also a need to pay attention to semantic keywords. This is related to the latent semantic index (LSI). LSI is a search engine that associates your search terms with other products to find what you actually search for.
For example, if we search for the word “dodgeball” in Amazon, the search engine will use the context and other search terms you provide to determine whether you are looking for products related to sports or movies.
The strategy for semantic keywords is to find LSI keywords and use them in your listing. To see how it works, type a keyword at random into Amazon’s search bar and see the results of the autocomplete. As more context words are added, the listing displayed by Amazon SERP will also change. From the perspective of visitors, the more context you add to a search term, the better the result, and for our sellers, you can get more potential relevance and coverage.
The purpose of Amazon keyword research is to find out the search terms used by the target audience in Amazon search engine, and find out the products similar to and related to the products we want to sell. The higher the accuracy of keyword research, the easier the optimization process.
Searching for keywords in the Amazon category list is also one of our ways to collect keywords.
Suppose you want to sell swimsuits
First, open the Amazon front page, and then click “water sports”:
Click “swimming” again
Then select swimwear from the list
In the left column, the key words describing the swimsuit related products will be displayed:
These are the keywords to be considered in the category of our products.
There are many channels for keyword collection, such as third-party free or paid tools, or other e-commerce platforms such as eBay and wish. After all, they are all cross-border e-commerce platforms. After keyword collection, not every keyword is what we need, and not every keyword can bring transformation, so we need to filter and organize.
Screening keywords can take the collected keywords to Amazon’s front desk for secondary verification, to see if the search asin is the same or similar to its own products, and if the difference is too far, it will be eliminated. In addition, when advertising, if you find that part of the keywords are exposed in a large amount, but not transformed, you can also choose to eliminate them.
Sorting keywords can be sorted out by using Excel according to their own habits, such as lock words, semantic keywords, long tail keywords, negative keywords, etc., and can also be divided into high conversion keywords, low conversion keywords, etc.
In general, keyword research is not only used in listing, but also supports other marketing and promotion strategies, such as email marketing. The process of keyword research is also the process that we are constantly familiar with products and operations, and it is also the process of training and spreading our thinking.