Step-by-step analysis of how to get Amazon keywords ranked on the homepage

• Overview

• Word mining (tools)

• Word Choice

• Buried Words

• Recommendation

Overview

1. Talk about the essence of keyword research

The keyword definitions in Amazon and Google search engines are different from those in dictionaries. After years of machine learning, these keywords have established a one-to-one correspondence with user behavior (or user intent).

Example 1: Google Office Space Brooklyn VS Google Coworking Space Brooklyn

Search for "Office Space Brooklyn" and all the results are transactional: 10 results are websites for renting office space

A search for “Coworking Space Brooklyn” yields mostly blog posts about the best coworking spaces in the city. On the surface, these two keywords may seem similar, but the first page of Google results tells us that these two similar keywords are expressing different user intents.

Example 2: Amazon false eyelashes vs. false eyelashes in the dictionary.

False eyelashes in the dictionary generally refers to all kinds of false eyelashes, such as grafted eyelashes, planted eyelashes, mink hair paired eyelashes, synthetic fiber paired eyelashes, and magnetic eyelashes. On Amazon, it specifically refers to low-end synthetic fiber paired eyelashes, because when you search for false eyelashes, the product search results page is full of synthetic fiber eyelashes sold in pairs, and the price is relatively low. To explain in more depth, when users search for false eyelashes, the search engine will be able to determine what the user wants after a long period of machine learning, and will display the products that the user needs most. This is also the core of the algorithm: always put the best products that can best meet user needs on the page.

2. Talk about the promotion principle of keywords

Word mining (tools)

Using the formula of root + az, you can mine all the keywords with a certain search volume, and then record these keywords in an Excel table. For example, if I want to find some keywords for wigs, I will: wig a, wig b, wig c........

Advantages: This method can be used to dig out important keywords around the product, and the keyword sorting order is basically based on the search volume, so the search situation of the keyword can be roughly judged. Disadvantages: It is impossible to find all keywords with wig as the root word, and there is no keyword search volume data, and the whole operation is time-consuming and labor-intensive.

Advantages: It saves time and effort compared to searching for keywords in the search box. Disadvantages: It cannot meet the needs of building a vocabulary library and it is easy to overlook some important keywords.

Advantages: The word filling part is a good design. On the one hand, it can select good words to put into the search term according to the frequency of the filled-in words, and on the other hand, it can also preliminarily determine the mainstream products in the market according to the frequency of the filled-in words. It can mine many long-tail keywords and support keyword queries of 14 sites at the same time. Disadvantages: It can only mine keywords with "root +", but not "+root" or "+root +". The mined keywords have no search volume reference, so it is difficult to judge which keywords are more popular.

Advantages: After entering the root word, you can get the keywords with Rank, and the search popularity gradually decreases from 1 to 10. It can qualitatively analyze the keyword search volume and support multiple site queries at the same time. Disadvantages: It can only mine the keywords of "root word +", and cannot mine the keywords of "+root word" or "+root word +". The mined keywords have no search volume reference, and it is difficult to quantitatively analyze the search volume of keywords.

Advantages: Powerful functions, covering all keywords of platforms such as Amazon/Google/Youtube/Bing/Instagram, and providing keyword search volume, search trends, CPC reference, which is very helpful for operations. Disadvantages: High cost, not able to mine too many keywords related to "+root" or "+root+", slightly worse in this respect.

The A9 keyword data can display the purchase keywords, shopping cart keywords, click keywords and search keywords of this Asin. You can see at a glance what the main keywords of this Asin's search traffic are and quickly locate the core words. The NAT traffic keywords refer to the keywords used by buyers to search for products. The CPC delivery keywords refer to the keywords used by buyers to search for advertising products.
The CAS traffic entry Asin refers to the customer also shopped for
The CWB traffic entry Asin refers to the customer who bought this item also bought
Among them, CWS traffic entry Asin refers to compared with similar item
The CWV traffic entry Asin refers to the customer who viewed this item also viewed
Among them, FBT traffic entry Asin refers to Frequently bought together
The SPR traffic entry Asin refers to the Sponsored product related to this item
Advantages: Find the right competitor, use the competitor's A9 data to quickly locate the core keywords, and quickly lock the target ASIN for the associated recommendation optimization through the competitor's associated recommendation traffic entrance. A must-have for lazy people. Disadvantages: Charged by ASIN, the price is relatively high.

Advantages: It can display keywords with multiple combinations of "+root", "+root+", and "root+", covering all important keywords. It also provides keyword search volume data, which can be used to quantitatively analyze keyword data. Disadvantages: Apart from the high cost, there are no major disadvantages.
In addition to the above tools, there are also amz scout, purple bird, captain, etc. There are too many tools to mine keywords. It is most important to find a tool that suits you. The keyword tools I often use are a9 report and magic word. The combination of the two is perfect.

Kind tips
1. Speculation without confirmation: The search volume displayed by third-party tools should be based on their own data models and obtained through crawler technology. It is not Amazon's real search data, and Amazon should not make this data public.
2. The cost is too high, so go to Wan Neng Bao, and they all place orders in groups.

Word Choice

Buried Words

Use the main promotion word as the entry point for natural search volume to drive sales, and use sales volume to drive the ranking of other traffic words.

Recommendation

How to design the keyword promotion process using the above principles and two bugs? The following will guide readers' thinking in the form of an outline. In the process of word selection, the main recommended words obtained from our extensive keyword research work must be highly relevant keywords, so our subsequent keyword promotion work will focus on click-through rate, conversion rate and user feedback.

1. Start with a big promotion when a new product is launched. Don’t miss any method that is effective for getting orders (such as automatic advertising, large coupons, and off-site promotions), because sales can improve the ranking of all keywords.
2. Click to add to cart for the "main promotion word" (best on APP)
3. One week after the new product is launched, start targeted advertising with the “main promotion word” (there are reviews on LISTING)
4. Closely monitor traffic and order changes, and achieve stable growth in traffic around the "main promotion words"
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Kind tips:
The above promotional content is based on a good quality LISTING. Ignoring the quality of the LISTING itself and only pursuing promotional means will not be worth the effort.