The competitor pushed the product keyword to the first place on the homepage in just 3 months! And this strategy is replicable. How did they do it?

Anonymous user

My C position

The competitor link was launched on April 15, 2023. In just three months, the single-layer 26-letter necklace was pushed to the top 5000 in the clothing accessories category. It has 35 reviews, a score of 4.6, 3 QA, one video, and one advanced A+. The product is a common one. Keppa shows that there is no promotion, and the ranking shows a steady rise.

 
In 3 months, the core keywords of the product were pushed to the first position on the homepage. All the initial related keywords were in the first position on the homepage, such as initial necklaces for women (big word), initial necklace (big word), gold initial necklace, gold initial necklace for women. This means that both the initial keywords and the core keywords were taken, and they were in the first position on the homepage. Gold necklace for women (big word) was also in the first position on the homepage.

Basically, keywords related to other products are also naturally on the homepage. This means that when a new product is launched, it can achieve high conversion on most major keywords. How is this done? Can it be done through advertising or advertising strategies? If so, what is the specific strategy? And how to maintain it in the future, please analyze it together and leave your opinions. Thank you.
 
The keywords are displayed as follows:
 

 
Another link is also a competitor's product:

Multi-layer Y-shaped necklace, 5% coupon, 26 reviews, 4.5 comments, one video, no A+. It was also on the shelves for three months, and the link was pushed to the 13,000th ranking in the clothing accessories category. The relevant big and small words are naturally on the homepage.

His strategy is replicable. How is it done? Can it be done through advertising or advertising? If so, what is the specific strategy? And how to continue to maintain it in the future? (Please analyze it together, and leave your insights for analysis)

Keepa displays the following:

 
The keywords are displayed as follows:

"Wonderful Reply"

Ying Ru Shi - A not very serious man

Agree with: Yayaya, Amonwanda

I used two tools to check and compare them, refer to the following figure:

From these three pictures, we can find that the other party mainly promotes A, secondarily promotes B, and basically does no promotion for other links.
According to the traffic history data of sif, the advertising traffic of this link is not very high from beginning to end, but there is investment (as shown in the figure below). The number of clicks does not seem to account for much, but the number of clicks in a week is more than 3,000, which is not small. It's just that the natural traffic is too high. And there is basically no associated traffic, only search page traffic.

 
Looking at the figure below, from the historical data, the keyword ranking has grown abnormally fast. However, apart from the gray means in May, the link itself is also supported by a new product support period.

 
So we can make a basic summary of the promotion features of this link:
1. Keyword rankings are growing rapidly.
2. The scale of natural traffic is very large.
3. The proportion of advertising traffic is low, but the number of advertising clicks is also large, and there is also investment.
4. The traffic structure only focuses on search traffic. The associated traffic is basically equal to 0 (see Figure 3).
5. Aggressive promotion during the new product support period.
 
Based on these characteristics, we can make reverse guesses about the other party’s possible promotion methods:
 
1. Regarding evaluation, I think it is mainly free evaluation, because the growth of its review base is not obvious. Free evaluation focuses on search, purchase, add to cart, comparison, and ordering, which maximizes the search click conversion rate of the link and directly improves the search keyword ranking and search traffic weight of the link.
 
2. For advertising, only SP keyword advertising is used, and the placement is pushed to the top and other search positions, which further increases the exposure, clicks, and conversions of the link on the keyword search page.
 
3. Off-site, why do we consider off-site? Because the other party's natural traffic growth is too intense (it is difficult not to associate it with off-site), and this kind of low-value goods is very suitable for running off-site. But off-site also pays attention to details.
There are usually six forms of Amazon product links placed outside the site:

A.ASIN links, most commonly used links.

B. Canonical link. Canonical link is a link automatically generated by Amazon that cannot be modified. It contains 5 keywords. The weight of these 5 keywords is very high. The logic behind it is based on the recognition and indexing of your listing by Amazon search engine. Enter your listing page, press CTRL+U; after entering the page source, press CTR+F and enter the search word in the box: Canonical, then click Search to know the canonical link.
Usually, new products can influence the modification of authoritative links by adjusting the content of the title, but it is basically difficult to modify the authoritative links of old products (they have been locked).

C. Social media links, created in Manage Promotions, Social Media, the system will generate social media links, generally multiple variants will be used

D. Keyword links, through product links, use certain tools to convert short links with keywords. Amazon is now very strict on manipulating reviews. If you use it for off-site search, you will easily receive a warning letter from Amazon.

E. Amazon affiliate link, a link generated by an influencer on the network. The influencer or blogger can get a 4%-10% affiliate commission returned by Amazon. Example: https://amzn.to/3cascPN

F. Amazon traffic insight link, created through the traffic insight tool, can track off-site effects and apply for traffic bonuses.
 
Among the above, only B and D have a direct effect on promoting the ranking of search terms.

The effect of short links is actually quite limited now, but if there are a large number of short links, it is possible that when sending to each off-site channel, each short link is processed inconsistently. The advantage of this is that it is not easy to be scanned and suppressed by the system, because if a short link has a large number of jumps, the system will detect and suppress the effect. In addition to the diversified survival of short links through tools, some wavy forms are also popular, such as amazon.com/Bluetooth- speaker/ASIN/ plus other elements (interfering with system scanning)
 
In addition to the role of authoritative links, various types of short links (covering keywords) are placed in precise off-site channels, which significantly increases the number of conversions. These times can also indirectly promote search term rankings.
 
If the other party has great resources, there will be some affiliate influencers who will post in private domain traffic. Some great influencers can allow buyers of private domain traffic to search for keywords and place orders (similar to the strategy of domestic e-commerce).
 
Introducing violent off-site traffic in this way and converting it into a growth point to promote keyword rankings can explain why the natural traffic has skyrocketed and the keyword rankings have also skyrocketed. In addition to the inevitable factors such as the new product support period and advertising search position, in addition to the possible factors such as evaluation, off-site resources and operational details are also key factors of possibility.
 
  As for whether it can be copied, if the product strength, price, pictures and copywriting are not inferior to the other party, you need to consider:

1. It depends on whether you are willing to invest in advertising. The keyword SP advertising of new products should run directly in the search position. The initial bid threshold will be relatively high, which means that the advertising investment will be relatively large.
 
2. See if you have the courage to stock up enough inventory right from the start. The other party’s new products can maintain a steady and obvious growth in ranking once they are put on the shelves. The premise is that the inventory turnover is sufficient to maximize the use of the new product support period.
 
3. Are the resources sufficient? On the one hand, there are resources outside the site (relevance and quantity), and on the other hand, there are evaluation resources. How can we ensure that the free reviews are not artificially generated (with a high probability of blocking accounts and links), and how can we ensure that the free reviews are strictly in accordance with the operation process of search, click, add to cart, comparison, and purchase? In this way, the keyword search ranking can be maximized.
 
4. There is another detail. The store linked by the other party is a new store. A new store can put products on the shelves in such a vertical category right away. Moreover, the promotion seems very skillful, and the stocking is also very courageous. It is not ruled out that it is a small account of a big-selling store or a top/mid-level seller in this jewelry category. The small account is used alone for violent promotion because of the safety risks of some operations that cannot be borne by a large account.