Performing Keyword Research using Helium 10 For Product Launch, Listing SEO and Organic Rank

Keyword research is an evergreen process required for any online marketing campaign. 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. When launching a product on Amazon, investing the time to determine the most relevant keywords in your niche will assist in ranking high in the search results and thereby, maximizing potential revenue.

Keywords and Customer Search terms on Amazon

Buyers search on Amazon using customer search terms within in the search term box. Customer search terms are words or phrases used by customers to find the product or solution they are looking for. In order 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.?

Relevancy, as determined by Amazon’s sophisticated algorithm, ranks products in order of relevance to a customer’s search query and according to its own ranking criteria. Therefore, it is essential to perform keyword research and determine which keywords perform best for your product.

Paid vs Organic Traffic

Traffic on Amazon can be in one of two forms:

T?paid traffic from sponsored ads

·?Traffic driven through sponsored products, sponsored brands or sponsored display ad campaigns

·?Pay per click

·?Ad placement is determined by the keyword bid for relevant keywords

T?organic traffic based on performance and SEO

·?Product ad is displayed in the organic search results, appearing below the sponsored products

·?Ad placement is determined by keyword relevance

·?Free advertizing, sellers do not pay per click

·?Constantly changing as Amazon’s algorithm determines relevance in real time

The best approach for profitability and growth on Amazon is to capitalize on both forms of traffic. Investing time into keyword research will give you an advantage when running Amazon ads and optimizing Amazon listing SEO - with a focus on increasing organic rank.

Performing Keyword Research

Whether it’s for driving free organic traffic or paid traffic from sponsored advertising, it is essential to perform deep keyword research and analytics to determine and track the most relevant keywords. 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. Having this knowledge allows you to build an optimized listing for greater visibility and create effective PPC campaigns to increase traffic to product pages.

STEP 1 – Determine the Main Keyword

To perform deep keyword research and uncover the keywords for which competitors are ranking, it is important to first determine the main keyword or seed keyword of a product. Using a broad term keyword or keyword phrase that you consider to be the main keyword, perform a search on the Amazon platform. Survey competitor listings, of similar products, within the search result to determine the common keyword/keywords.

Search using the broad common term in Helium 10 Magnet. Using the suggested keywords option, the search results will populate a list of related keywords. Sorting by search volume will present the estimated number of times the keyword phrase is searched for per month. Identify the most relevant keywords with the highest search volume to determine your main keyword.

STEP 2 – Determine Competing Products

Now that the main keyword has been determined, use this to run a customer search on Amazon and ensure that relevant products are displayed in the search results. Using Helium 10’s Chrome Extension, X-ray, select the top 10 ranking competitors based on product similarity and revenue (avoid big brand products), for the main keyword and run in Helium 10 Cerebro.

STEP 3 – Keyword Discovery

The next step is determining the most relevant keywords for your product. Using Helium 10’s Cerebro reverse ASIN lookup tool you can leverage your competitors ranking to discover the most effective keywords, enabling you to optimize your title, your product page and efficiently run paid advertising campaigns.

To refine the list to the most relevant keywords, apply filters to the Cerebro search results. You may need to modify them based on the product and the search results, but as a guide;

T?Search volume min 400

T?Position rank max 65

T?Ranking competitors’ min 8 (this will provide you with the keywords for which 9, out of the 10 competitors are ranking)

Once you have narrowed down the list, with a manageable number of keywords, sort by search volume and determine the best keywords for listing optimization, paid advertising and organic rank targeting. Title - Super relevant keywords with high search volume – top 3 to 5 ranking keywords

??Bullet Points - Contain the top 5-10 ranking keywords

??Backend Keywords - Top 10-20 ranking keywords

??Product Listing and A+ Content - Any remaining relevant keywords to form the description

??PPC Strategy – target all relevant keywords, high and low search volume. Segregate keywords into campaigns by search volume for even budget distribution.

??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

Select the keywords to monitor for organic and sponsored rank and ad to keyword tracker.

STEP 4 – Track Sponsored and Organic Rank

Monitoring how a product is ranked both organically and sponsored provides an understanding of the behaviour and performance of a product as well as how to direct listing and PPC optimizations.

Using Helium 10’s keyword tracker, establish a list of the keywords discovered in Cerebro. Increased organic rank indicates you are targeting the best matched keywords in your listing; your product detail pages and with the assistance of PPC, you are driving traffic with no ad spend. If organic and sponsored rank is not improving, it may be an indication to increase ad spend for those keywords.

By monitoring and downloading history reports, you can create tables and analyze trendlines to determine how your product is performing on a weekly basis.?

Keyword research is an essential process required by sellers to develop an understanding of the search terms used by their target audience. In addition, keyword analysis provides them with insight into their competitors and how they are driving sales and organic rank. Choosing the most efficient keywords leads to the ultimate goal of an Amazon business – profitable revenue.

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