What is Opportunity Score? How to Quickly Find Keywords and Drive Sales

The saying goes that opportunity often looks like work.

That’s certainly been true of using the available Amazon keyword tools over the years. Paying for keyword results that may or may not be relevant, sometimes spending hours trying to decide which ones to put in your listing. It’s exhausting.

Then there’s fierce competition to think about. So many sellers have zeroed in on the same group of keywords, making those keywords competitive and difficult to rank well for. It’s like if Google Maps showed only one Starbucks in all of Manhattan.

That store would constantly be packed with people and nearly impossible to place an order with. You’d probably use a different map to see all of the other Starbucks locations and visit one with the shortest wait possible to get your coffee immediately.

Amazon keywords are kind of the same in that the main keyword for your product is the one showing up on all the current tools. And that keyword is overcrowded. You have to decide if it’s worth it to wait in line for a sale. And until now, there haven’t been any other tools to show you the open keywords for your product. So you’ve had no choice but to wait and wait and wait for a sale in a crowded market.

But with the Opportunity Score feature in Keyword Research, the latest Viral Launch, game-changing software, you can identify all of the keywords that your competitors are not taking advantage of. While they’re focused on the same group of overworked keywords, you can locate and strategically incorporate hidden gems. Core keywords they don’t know about.

So, how does Opportunity Score work to help you get these keywords that you can immediately begin ranking for?

How Opportunity Score Evaluates Keywords

To put the most relevant and high opportunity keywords in front of you, Keyword Research runs a Reverse Market Lookup that reaches across all Amazon markets associated with your seed word. The result is an enormous pool of keywords related to your product.

Until now, a popular method of identifying important keywords was through a Reverse ASIN Lookup. A Reverse ASIN tool requires you to input an ASIN (product) or a list of ASINs. The tool then pulls a list of keywords that the given product or products are indexed for within Amazon.

The only problem is that a Reverse ASIN Lookup doesn’t show you the full picture because it can’t. A reverse ASIN lookup assumes that the listings associated with the ASINs have virtually perfect keyword use while ignoring the probability that the listing is almost always missing vital keywords, keywords that allow you to truly stand out in that market.

Keyword Research takes a widescreen view of a keyword’s market performance by evaluating thousands of listings. It does a Reverse Market Lookup to find virtually every associated keyword and then runs each term through our Market Relevancy Calculation. This process ensures that you see all of your product’s most important keywords without having to weed through the irrelevant ones.

How Opportunity Scores Are Calculated

Let’s look at a search result page for the seed keyword tshirt to better understand how Opportunity Scores are calculated.

If you search the term “tshirt” in Keyword Research and sort by Opportunity Score, “tees for men” comes up as a 1,000 Opportunity Score keyword. So what does that mean?

Basically we’re looking at all tshirt products and finding where tees for men is showing up. All of the orange-shaded listings have tees in their title but not for men. The blue-shaded listings have for men but not tees. And the blue-ish brown-shaded listings have tees as well as for men.

But since tees for men is a 1,000 score keyword, we know that tees and for men do not appear consecutively and may not even be in the correct order in the listing title. Since so few sellers have included tees in their title, and even fewer have included both tees and for men, the Opportunity Score for the phrase tees for men is 1,000. That perfect score means that 0 of the top 10 listings have that full keyword phrase in the front end (or the title, bullet points, and description) of their listing.

Opportunity Score sifts top sellers for a particular keyword, screens their listing content, and scans whether or not those listings are using that particular keyword. For the listings that are, it then weights them by identifying where the keyword is placed and in what context – title, bullets or description. This weighted system is what produces each keyword’s Opportunity Scores.

How To Read and Implement Your Opportunity Score Results

You’re looking for keywords with a high Opportunity Score and solid search volume. Anything north of 8,000 exact is a good mark to shoot for. But keep in mind that search results are relative to your product. For instance, product X’s top keyword may have search volume of 1.5 million, product Y’s top keyword may have search volume of 5,500.

Keywords with Opportunity Scores of 1,000 are obviously ideal but so are keywords with scores in the 700-900 range. What you’re looking for is a balance of essential high volume keywords and high opportunity keywords that other sellers aren’t prioritizing.

For example, if you’re selling a flashlight, you must include flashlight up front in your title. But you can also include the phrase flash light, which has an Opportunity Score over 900 and high search volume. This allows your listing to catch searches for both terms and puts your listing in front of other sellers for the term flash light. More opportunity, for more searches and more sales.

And it’s easier than ever to find high-volume, high-opportunity, keywords with our new filter feature. Create a custom filter for Exact Search Volume that is Great or Equal to the volume you’re interested in, and apply it to your results. Then you can sort by Opportunity Score and see the highest opportunities with the highest volume.

What Opportunities Can You Find Today?

With competition on Amazon continually increasing, you can’t afford to miss opportunities to get ahead of the curve. Along with the accurate keyword results and monthly search volume that Keyword Research provides, Opportunity Score adds that turbo boost you need to shoot past other sellers in ranking, compete with even the best of the best in your category, and drive sales.

Start discovering keyword opportunities for your listing today with Keyword Research.

START SEARCHING

Your Amazon Competitive Advantage: Keyword Research

Looking for an Amazon competitive advantage for your FBA business? You’ve got to focus on the unlikely and underappreciated aspect of your products: their keywords. 

Keywords are crucial to a successful Amazon product listing, Amazon search optimization, and ultimately the number of sales you’re able to make. They help shoppers locate your product in a sea of competition, power your sponsored ads, and significantly sway your product’s maximum sales potential.

You have to make sure you’re not missing out on essential keywords that shoppers are using to search for your product. But how can you do that while figuring out which keywords to prioritize for Amazon search optimization? Which keywords should you place in your title and which should you place in your backend search terms? Search volume is an important metric, but will your listing be able to compete in a big market? And how can you use keywords as your Amazon competitive advantage?

Keyword Research is Your Amazon Competitive Advantage

By using Keyword Research, the new keyword research tool from Viral Launch, you can find those crucial keywords that no other tool can help you find. Easily make smarter strategic decisions to improve your approach in regard to Amazon search optimization. You’ll find an exhaustive list of customer search terms related to your seed keyword with Reverse Market Lookup, a master reverse-ASIN query that considers top competitors across all of your Amazon markets. You’ll get Broad and Exact Match search volume for each keyword based on search volume from Amazon. And that’s just for starters.

 

Download our new ebook The Competitive Advantage of Keyword Research to get the inside scoop on how this game-changing software works as your Amazon competitive advantage. Keyword Research shows you the most accurate, up-to-date keyword data to optimize your listing and maximize your revenue.

 

GET THE EBOOK

Why Not to Use Search Volume to Determine Giveaway Units (Follow the Data Ep. 27)

Why Not Use Search Volume to Determine Giveaway Units (Follow the Data Ep. 27)

When you’re running a launch, you need to match the daily sales of your top competitors. But how do you determine how many units to give away? Some sellers look at search volume. But this episode, we’re going to let you in on a secret: using search volume to estimate the number of giveaway units needed to drive keyword ranking is an extremely flawed method.

 

Listen on iTunes   Listen on Stitcher

Follow the Data Show Notes

Podcast Transcript

CAMERON YODER:
Keywords are extremely important when it comes to building a successful Amazon business.

CASEY GAUSS:
This week we’re going to dispel a new but ever-growing myth that you can use search volume to determine the correct number of units to use when running promotions to drive keyword ranking or estimating the number of units customers are selling through a particular keyword. I’m Casey Gauss.

CAMERON YODER:
And I’m Cameron Yoder, your hosts for Follow the Data: Your Journey to Amazon FBA Success. In this show we leverage the data that we’ve accumulated at Viral Launch from over 30,000 product launches and our experience working with 8,000 brands to help you understand the big picture when it comes to Amazon and, more importantly, the best practices for success as an Amazon seller. This episode is an in-depth look at one really important aspect of product promotions, number of units for a giveaway. We’ll make the case for why using search volume specifically is mathematically flawed and talk you through current best practices based on what has worked for our clients specifically.

CASEY GAUSS:
A significant number of sellers are running promotions and giving far too many units in their promotions. When asked, many cite their keyword tool as a source of the suggestion and, as a result, they’re wasting hundreds to thousands of dollars in extra inventory.

CAMERON YODER:
Let’s jump in. So we’re back from Vegas. It’s been – it was a good trip.

CASEY GAUSS:
It was a good trip, and we are not in between some bunk beds recording on a mobile mic, and hopefully, I can guarantee this, but much better analogies will be coming your way than the half a piece of bread.

CAMERON YODER:
Listen, if you haven’t yet, go back to the previous episode right now, go to about six minutes and 15 seconds. I remember it specifically. It was hilarious. Just go listen to Casey’s analogy of bread, and you’ll be blown away.

CASEY GAUSS:
Yeah, analogies can be very powerful, but sometimes a little tricky. And if you don’t get them right, then it’s just, it’s embarrassing.

CAMERON YODER:
Casey, what did you think of Vegas, just really briefly? I just want to get your opinion. What do you think of Vegas, the trip and the conferences?

CASEY GAUSS:
Yeah, overall I mean conferences like – one reason we love going to conferences and bringing additional people, you know, we usually try to bring five people including Cam and I, is it’s really great for other people on the team just to hear the feedback that we get. You know, so many people come up to us excited about what Viral Launch has done, you know, for them and for their business. And so I love seeing that feedback in person. It’s so much different getting it in person than, you know, over email. And then you also just get a lot of really good candid feedback. You know, unfortunately I was thinking back. I feel like we didn’t get enough candid feedback on Keyword Research. So if you guys have that, we would love to hear it. But anyways, yeah, went really well, very exhausting. If you’ve ever been to a conference in general there’s very little sleep involved, especially if you have obligations back home or, you know, in the office or whatever. But yeah, what about you, Cam?

CAMERON YODER:
Yeah, no, I think you hit it on the head. Really it’s just so good to go, and we said this last week, but to go and to meet everyone, just put a face to a name, really I would encourage you if you ever see us in public or at a conference, just say hey. It’s always good to talk to everyone here, and again, to put a face to a name and to hear what you guys are going through and what advice you want or need and just say hey. So yeah, if you see us at a conference or just in general, feel absolutely free to say hey.

All right. So anyway, getting back to the podcast episode, we’re touching on search volume and why not to use search volume to determine the amount of units that you need to give away for something like a launch or a promotion. Casey, what do you think?

CASEY GAUSS:
Yeah, and honestly, so taking it a step further back, I mean a lot of people, the real question – so to be honest the real question is not what is search volume for this keyword; it’s what is sales volume for this keyword? You know, again, like the main driver of rank, which is where a ton of organic sales traffic is coming from, is coming from keywords. And so the question – and how well you rank for those keywords. And so the question is not how many people ran a search for this, or how many times was this keyword searched, but how many sales actually came to this keyword? If there were a trillion searches for omega-3 but there were 10 sales that came through that keyword, then that would not be a good keyword. It would look good because there’s high search volume, but what you really need to understand is what is the sales volume? This will inform your strategy around what keywords are most important to rank for because you want to be where the sales are, not necessarily where the searches are, and then further so if I want to drive ranking for this keyword, then how many units do I need to give away? Again, it does not matter how many people are searching for your product. It is not number of sessions that is driving your ranking. It’s the number of sales that are driving your ranking.

And so, again, you should really – the real question is sales volume. We don’t have sales volume, so as a proxy for that we’re using search volume. But because now you kind of understand it is not – it’s sales volume that you do want, you can’t use search volume in a number of ways. And so the main thing that we’re talking about here, primarily because we help with product promotions and driving keyword ranking is that we see so many people using search volume as a way to estimate number of units to give in a product promotion or, you know, drive external traffic, whatever, to drive keyword ranking. And we see a lot of people wasting, you know, thousands of dollars by doing this. We just really want to kind of dispel the myth, right? Like we are a company that has a ton of data, and we love using that data to help you make better decisions. And so that’s – I mean Follow the Data. That’s the name of the podcast, and that’s why we’re here.

CAMERON YODER:
That’s what we even see – so just to iterate that again, it’s really important for listeners to understand that it’s not search volume. Again, you need to base these numbers that’s something like a giveaway number, off of sales, sales that are attributing to keyword ranking. And even in some cases people are using different tools that are even just using search estimations, right, estimation volume, not even sales estimation but search estimation. In that case, again, what we’re seeing is a lot of people giving away more units than they should or way more units than they need to to actually gain rank. And so we want to help. We want to help the people that are listening and people that are planning for promotions in the future. We just basically want to help people with their business to make sure that they’re not losing on money that they don’t need to lose on.

CASEY GAUSS:
Yeah, so this is not directed towards a particular tool. We see people using this. There are tools that are suggesting number of units to give specifically based off of sales volume. We see that, but then we also see people using maybe even Keyword Research to look at search volume to then estimate number of units to give. And so we just want to dispel this whole concept as a whole. So we’ll jump into it if that’s okay, Cam.

CAMERON YODER:
Yep. So there are two major flaws. Major flaw number one is conversion rate. Casey, talk about conversion rate.

CASEY GAUSS:
Yeah, so I think a real insight here is we’ve had some, you know, special Amazon data that we’ve gotten. So we’re – like this is just, you know, one report, let’s say, and we’re not building anything off of this one report, but it’s definitely helped us make better decisions. And so basically what we’ve seen is, you know, we get this report that shows us what the search volume is for a particular keyword, what the click – number of clicks into a listing, number of add to carts through that keyword, and number of purchases, again, through that keyword.

So let’s take omega-3, again, as an example. We would see the number of searches, then from there the number of clicks into a listing, then from there the number of add to carts and then the number of purchases. So we are able to see what is the conversion rate from search to add to cart? What is the conversion rate from search to purchase? So looking through, you know, this list of words we were trying to figure out, okay, what is the average – what is the average conversion rate from search to purchase? Because again, we care about purchases, not searches. And the problem is that there wasn’t a good average. The range is [immense 0:08:28.8]. And so the range was literally anywhere from 50% – so that means if there was 10,000 searches there were 5,000 sales, let’s say, and all the way to .01%. So if there’s 10,000 searches –

CAMERON YODER:
And that’s conversion.

CASEY GAUSS:
Yeah, yeah, sorry.

CAMERON YODER:
50%, to .01% conversion.

CASEY GAUSS:
Yeah, conversion. So that would mean if there’s 10,000 searches there’s literally 10 sales. I mean that’s insane, right? So there’s 10,000 searches for a keyword. There’s anywhere from 5,000 actual sales to 10 sales. And so you know, no tool, nothing like that on the market is able to estimate what the conversion rate is for these particular keywords. And so, again, if you tried to take an average, let’s say you’re like okay, well I’ll just shoot for the middle, and let’s call the middle 25%. Well, so if you give away 2500 units that’s, you know, 2490 more units than you would need to give in order to match the .01% conversion, right? But if you give away 2500 units that’s only half the units you would need to give to hit the $5,000 mark or the 5,000 sales mark, the 50% conversion mark. And so it’s so hard. It’s really just a shot in the dark if you’re guessing at any particular conversion rate. So again, I could care less if there’s a trillion searches for omega-3 or, you know, any keyword if the sales volume is only, you know, 10 sales, or 100 sales, or 1000 sales. So flaw number one, conversion rate.

CAMERON YODER:
I think a simple way that – something simple that people can use to remember or to just like get this flaw into perspective is just because someone is searching for something does not mean that they’re buying it, and that goes back to keyword, keyword ranking being attributed through sales. Just because someone is searching for something does not mean they’re buying it, and that’s shown specifically with the data that we have between that 50% and .01% conversion.

CASEY GAUSS:
Yeah, and I mean just think of all the people that are doing keyword research to sell on Amazon, or like you’re just looking at prices, or you’re trying to do research and you think Amazon is a place to do it, probably not, but anyways, so what we’re seeing is, again, just a ton of searches that are not converting to purchases. So flaw number two, sales distribution. So this one is a little bit harder to conceptualize or to explain without visuals.

CAMERON YODER:
If you have a piece of paper and a pen that would help, but it’s not necessary.

CASEY GAUSS:
Yeah, nor am I going to be good enough at walking you through this for you to, you know, really draw it out. So we do have a blog post on this where we did try to provide some visuals to really help you understand. I’m going to try to do my best. Cam is always better at summarizing and really helping you to understand.

CAMERON YODER:
I’ll see what I can do.

CASEY GAUSS:
Yeah, let’s see what Cam can do. So anyways, flaw number two is sales distribution. So what sales distribution is referring to is what percentage of shoppers that are searching or purchasing. Let’s say you search omega-3. What percentage of the shoppers are buying the first product, what percentage are buying the second product, you know, the fifth product? What percentage are going to page 2 and then buying the top ranking product there? Like sales distribution is referring to, again, who is buying what product where and, you know, what percentage. And so if you, let’s say that 100% – this is very unlikely I would imagine – but let’s say 100%. Let’s take Instant Pot, right? So I would imagine sales distribution for Instant Pot searches are pretty high towards the top. If you see the Instant Pot then you are going to be buying, right? Same with let’s say AA batteries. If you search AA batteries you don’t need to scroll through, you know, pages of results. You probably don’t need to scroll past, you know, number three, or you know, number five, before you find out what you want because there’s not that much variation there. So you’re probably buying the first, second or third product, let’s say, that shows up in the results. But a more stylized product or a broader search, let’s say, you know, gifts for men or Valentine’s Day gifts, or Father’s Day gifts, I mean the results are much more broad. You probably don’t even have in mind exactly what you want, and so you’re probably scrolling through the results. You may hit page 2. You may scroll through to try to figure out what you want, and you may end up buying, you know, that whiskey decanter or something like that that’s, you know, number 15. Or you may end up buying this tie that’s ranking number 25. And so sales distribution for a word that has a bit more style or kind of different bundles or whatever, I would imagine sales distribution is much higher.

And so again, we are trying to figure out how many units is the sell – let’s say we want to rank in the top five for omega-3. So what we’re trying to figure out is what is the sales volume to the products ranking number one, number two, number three, number four and number five, and then we need to match that in per day sales to rank alongside them. So we’ll try to go with an example. Let’s say we want to rank in the top five. There’s 2,000 sales through this keyword, and sales distribution is 100% to the top five listings, right? So the top five listings are seeing all 2,000 of the sales coming through this keyword. And let’s say it’s evenly distributed, meaning so it’s 2,000 divided by 5, which is 400. And so each listing is seeing 400 sales. So number one, number two, number three, number four, number five, all 400 sales. And you want to be able to match them in per day sales. So basically, again, you have to hit that $400 – or sorry, 400 sales mark. But let’s say that sales are evenly distributed among the top 20 results. So position number one sees as many sales as position, you know, number 20. And so then sales are 100 per day. And so giving away – basically the giveaways will be – could be significantly different depending on what the sales distribution is, and these are very simple examples. I imagine it’s something, you know, for one keyword sales distribution for Instant Pot is 80% to position number one and then, you know, evenly distributed through – or like the next 10% is through positions two through four. So I think it becomes very, very confusing or is very complex, and every single keyword is so different. So if you’re wanting to rank position number five it’s going to require a totally different percentage of the sales from the conversion percentage from the search. So you can see the math really starts to add up, right? And so, and it’s so different depending on each keyword. Basically if you wanted to use search volume to estimate number of units to give you would have to know the conversion rate or approximate the conversion rate from search to purchase. And then depending on where you wanted to rank you would need to understand what the sales distribution from this word to position – let’s say you want to rank position between positions five and 10. You would need to know the sales distribution from that sales would be between those positions so that you can match in per day sales those competitors.

And so there’s so many approximations that really what existing tools are doing, or what most people are doing is just saying like, you know, let’s just take a percentage of search volume and say that’s how many units you need to give away per day in order to rank for this particular keyword. And what we see on the flipside is so many people are coming to use Viral Launch to run these promotions or whatever, and they’re trying to give away sometimes, you know, five times as many units as we would expect. And if, you know, we were suggesting 100 and you’re saying you think you need to give away 500, I mean that is a significant amount of inventory that you’re giving away. And so I do think that continuing to build the best sales history is great. I think that like overkill is not the worst thing, but I do want to make sure that people are well aware of this because if you have a limited budget and you’re spending that limited budget on excess inventory and these promotions where in reality you could be targeting additional keywords, or you could be using it to ramp up your sponsored ad costs, or your AMS campaigns, or whatever, I just want to make sure that you’re spending – you are knowledgeably spending your money as efficiently and as effectively as possible.

CAMERON YODER:
Let’s see if I can – let me see if I can summarize sales distribution a little bit. All right, so it’s really important to go back to what we said at the beginning where keyword ranking is attributed through a sale, right, not a search, but a specific sale. A launch or a promotion for something like a keyword is – it’s not rocket science, right? The entire goal of a promotion like this, or of a launch, is to get you to somewhere on page 1 where you want for that search term. In this case let’s say it’s omega-3. I want to get to page 1 for omega-3. So I need to look at the sales, the sales numbers that are going on on page 1 in order to match those per day with something like a launch or a promotion. So to do that I need to see those sales numbers, those sales estimates, instead of seeing the search volume. Number one, those sales estimates aren’t really even available on certain tools like other tools, right? The search volume is. That’s not what we want. What we want are sales estimations and accurate sales estimations, right?
So let’s say I type in omega-3 into Amazon, and I see the spread, right, and on the top five are a ridiculous amount of sales. Now in order to reach that top five – again, also maybe taking into account something like your sales history, but at this time let’s just use the sales velocity or something like a launch or a promotion as a factor for getting to page 1. So you typed in omega-3, and your goal is to be in top five. So you look at the sales and you see that the average is around like – you’re going to need around 2,000 units, or maybe not 2,000 units, something like 500 units to give away. And you’re like, yikes, that’s a lot of units. I’m not a big business man in omega-3 yet, so I can’t get there. So you go down. Let’s say you look at the top 10. And so you look at the sales distribution, again, just the sales numbers spread out across the top 10. It’s going to take less, typically – it depends on the market. Again, it’s going to take – it might take less for you to get to the top 10 than it will for you to get to the top five. But again, the entire goal of a launch or a promotion is to simply match the number of sales that are going on in whichever range you’re going for. That is the idea of sales distribution being applied to something like keyword ranking. And that’s why it doesn’t work for search volume because search volume, again, it’s not – it does not involve the sales volume. And search volume cannot show you the spread of where sales are going. That’s my summary. That’s my simple summary.

CASEY GAUSS:
Well done, cam. There’s an example in the blog post where we go over, so let’s say a keyword gets – this is kind of in a little bit of an exaggerated example, but I think sometimes these, you know, exaggerated examples really help to help you understand what we’re – the point that we’re trying to get across. So let’s say a keyword gets 100,000 searches per month. The conversion rate from search to purchase is 2.5%, meaning 2,500 sales across this keyword per month. And then let’s say sales distribution, 80% go to the top five listings. That means the top five listings see 2,000 of those 2,500 sales per month, and after top five 500 sales. Let’s say you want to rank between positions six through 15, and that’s where the rest of the sales are happening, so 20% of that 2,500 is 500 sales. And so 500 sales evenly distributed among those 10 products, let’s say, means each product is really only seeing 50 units per month in sales through this keyword. So if you need to rank in position six through 10 then you only need to give away two units per day. So 100,000 searches down to two units per day, and these estimates that we’ve used are completely arbitrary but are not out of the realm of possibility. And so that just goes to quickly show you, you know, that’s 100,000 searches. We could easily show you the math where 10,000 searches you need to be giving away, you know, much, much more.

CAMERON YODER:
Your goal, pick a target, pick a target for a keyword, look at the sales numbers for that target and match it with a launch or a promotion.

CASEY GAUSS:
Yeah, so real quick we’re just going to go over how we’re estimating number of units to give. You know, in an ideal scenario we’re able to do some data science or whatever to really give some good estimates in terms of sales volume, leveraging both search volume and Market Intelligence data. But right now we’re not able to do that. We’re not aware of anybody that can realistically do that, even if maybe someone can say they do. I don’t know of anybody, but I’ve heard – recently I’ve heard some people that are like, you know, we do data science. And it’s like they have insanely terrible answers. And so I think it’s one thing to be aware of. You know, I think you should always be questioning the authenticity of something. You should always be using, you know, your best judgment, logic. You should always be testing everything because too often do we see people – and this is one reason we wanted to start this podcast – but too often we see people in a place of power, people that may have, you know, an audience for one reason or another mislead people, not necessarily out of intention, but maybe just out of, you know, ignorance, or I don’t know. And we see people, you know, we do data science so you should trust what we’re doing. And it’s like, you know, you could have the most technically amazing whatever, but if you’re getting, you know, bad results, then data science is worthless.

CAMERON YODER:
Yikes.

CASEY GAUSS:
Anyways, how are we estimating number of units to give at Viral Launch? So like we said at the top, you know, we’ve – again, this is not a plug to use Viral Launch or anything. We just, again, want you to make good decisions around running your promotions for ranking, estimating number of units that are being sold through a keyword. Again, we just want to dispel this myth.

CAMERON YODER:
This is simply what we’ve seen work directly.

CASEY GAUSS:
So 30,000 product launches later this is what we’re doing. So first obviously you have to know your main keywords. The best proxy for this is using something like Keyword Research or using some tool that has good search volume estimates so that you can see, okay, what are the most popular keywords? It’s very important to know. So many times we have someone come to us and they think, you know, I don’t have a funny example – high heels for dogs is a good keyword for high heels because their keyword tool told them that. And in reality obviously it’s not. That is a real result in a keyword tool. Anyways, so people will think, you know, this keyword blue 32-ounce insulated water bottle is a good keyword for their insulated water bottle, and in reality it’s not, and we see people so focused on ranking for it, and they’re wasting their money. So know your main keywords.

Next up, know your budget. So again, if you’re going for a high-volume keyword, again, you can use search volume as a proxy here, but if you’re going for these high-volume keywords then make sure that you have the budget to give the units away necessary to drive the sales necessary, and then just to have the inventory needed so that when you are ranking for this keyword and you’re increasing your sales you won’t run out of stock immediately after. And so if you have a smaller budget, again, everything is relative here, smaller, bigger. If you have a smaller budget compared to your market you have to go after these keywords that are appearing to get lower volume sales, and we’ll show you how to estimate that.

And yeah, so then step three is determine estimated sales volume for this select for your selected keywords or the keywords that you’re considering. So the way that we do that is we run Market Intelligence on these keywords. And so Market Intelligence is showing you the estimated sales volume for the products for every keyword that they’re ranking for, sponsored ads and so forth. So looking at sales volume for the products that are showing up for a particular keyword does not mean that the majority of the sales volume is coming through that keyword. And so one thing that we do is we like to go look at what is, you know, how many high-volume keywords are showing up for this particular product. So let’s take fish oil. Let’s say the only – let’s say there’s three high-volume keywords. Fish oil, omega-3, fish oil supplement. So what we would do is we would go, and assuming these keywords are relatively similar in volume, we would go and to be on the safe side we would look at the sales per month that we’re seeing in Market Intelligence and we would divide it by three. So if you’re seeing 1000 sales a month, then we’re guessing that you’re seeing around 33, 34 sales per day through this particular keyword. So now I know that if I want to run a promotion for seven days, then I would need to give away that 33 or 34 times 7.

And so if it’s a lower volume keyword then it’s a little bit more difficult. It’s, again, going to be your best guess, and I would rather err on the side of caution. I would rather give too many but not, you know, five times too many. So again, I would go and try to get a good feel of the landscape in terms of keywords. You should’ve done this already when you optimized your listing and when you were preparing to even sell this product because I think it’s important to understand how you’re going to drive sales before you even source a product. But again, I’m going to go get a feel for okay, there’s about 10 words that are the same volume as this. Again, the product is seeing a thousand sales a month. And so divide it by 10, and then you would just give away at that volume. So let’s say I’m going for this keyword. There’s 100 sales. We’re estimating 100 sales through this particular keyword. Divide that by 30, and so that’s basically, you know, three, four sales per day. And so I’m going to give away at the three to four sales per day to go after this particular keyword, or maybe not give away, run through external traffic, you know, however you’re running your launches, however you’re ranking products. I would go and target that number.

CAMERON YODER:
That’s good, Casey. I honestly, I just want to add, or I just want to iterate the importance of budget. Not everyone has the ability to automatically target the keyword with the highest search volume and sales volume, right? And in this case what I’ve seen work for individuals is actually to go for secondary or tertiary keywords where the targeting keywords that on average don’t have as many sales volume – as much sales volume – excuse me – or they automatically, right off the bat, they – I’ve seen people try to target – they want position one, right? I want – I’m targeting fish oil, and I want to get to position one on page 1. So let’s do it. And then they don’t have enough units to do it, and by the time they’re done with their promotions they just end up failing because they didn’t have the resources to get there in the first place. So it’s really important to recognize what you’re capable of doing. In this case I’ve seen people do really well once they recognize how many resources they have, or how much money, or how many units they have to give away for a promotion. They accept that fact, and then they go for something like, let’s use the fish oil example. Let’s say they wanted to get to page 1, or position one page 1 initially. They recognized they did not have the number of units available. So instead of going for position one they look at something like – let’s say they looked at position one, but even position one through eight, or one through – let’s just say one through six are out of their means. So then instead they look at positions seven through something like 15, and they say actually after position six the sales drop off decently, and while I want to gain as many sales as possible, I’m not capable of launching into positions one through six right now. So I’m actually just going to target – I’m going to bite the bullet for them. Maybe it’s their pride or something. I’m going to bite the bullet. I’m going to go for positions seven through 12 or something like that. So then they look at positions seven through 12. They look at the sales for – the sales estimates – again for those products in those positions, and they match those over a promotion time, something like seven days, right? And in that they get to page 1. They don’t – they did not give away more than they were able to give, and they got to page 1. And after that, if they stay there organically, if they’re able to continuously maintain rank, then I’ve seen people specifically do this, they get to position something like seven to 12 and they maintain that position and just organically, as they stay there, they move up the ranks because they’ve optimize their product well enough.

Bottom line, know your main keywords. Pick the right ones to target. Number two, determine your budget. Determine what you’re capable of doing, and determine what you want to do and if your budget and what you want to do align. And if not, then you might have to take it a step down. And number three, determine the monthly sales volume for that selected keyword and match it over something like a seven- to 12-day period of time.

The takeaway for today is base your projection for giveaway units on sales volume, not search volume. You can apply some of these techniques to your own promotions. No matter what traffic source you’re using, something like discounted promotions, or Amazon sponsored ads or Facebook promotions, in order to reach page 1 for your targeted keyword you’re going to need to match or exceed the average number of sales for that specific keyword that you want to target. Basing your estimates on something like search volume could honestly cost you a lot of money. I’ve personally seen it happen. Our team sees it happen, and we don’t want that to happen to you guys. Sales volume, not search volume.

Well hey, everybody, that is all for this week. Thank you again so much for joining us here on Follow the Data. For more insights and reliable information on how to succeed on Amazon, subscribe to the podcast and check us out on YouTube. I have a new walk-through up for Keyword Research on our channel. So if you want to check it out just search Viral Launch on YouTube. Go to our page, look for my face and the video titled, “How to use Keyword Research.” We’ll also link to the video in our show notes. Again, we’re just coming off of a couple conferences. We’re actually gearing up to go to a couple more over the next couple weeks, and we had such a good time meeting some of you, some of you listeners. So thank you. Thank you all so much. Feedback is really important to us, so if you’re listening on Apple Podcasts feel absolutely free to leave us a review and/or a rating. If you know of a fellow seller who is using suggestions from their keyword tool to determine how many units to give in their launches, please send them our way. Send them to this podcast. We want to be a resource for sellers and the information source in this space, trusted information source. So please tell your friends, spread the word and share the show.
So thank you again so much for listening, and as always, if you want to be featured on the show, have an Amazon-related question or an idea for an episode, feel free to leave us a voicemail. Our number is 317-721-6590. Don’t feel intimidated at all to call in. Really, we want to hear your voice. It will be a voicemail that pops up so you won’t have to talk to anybody directly. You’ll be able to just leave your opinion or leave a question. I feel like after talking to people at these conferences I recognize that maybe they were – or people listening are intimidated by calling in. So please call in. Feel free. Don’t be intimidated. We’d love to hear from you. Again, it’s 317-721-6590. So until next time, remember, the data is out there.

4 Problems with Keyword Tools And How We Solved Them

If you’ve been creating your own Amazon product listings using Amazon keyword tools, you know about frustration.

Trying to decide which product features will entice customers can be tricky. Trying to write for Amazon SEO is hard. Everyone seems to have a different opinion about how to deal with backend search terms. 

And until now, doing keyword research has been anything but easy.

Thanks to sub-par Amazon keyword tools, you haven’t been sure that the keywords you’re putting into your listings or sponsored ads are any good. And you’re worried that you’re missing out on the right keywords.

You’ve literally been paying for other keyword tools to tell you bad information that you spend hours sifting through, and it’s costing you impressions and sales.

That’s why we created Keyword Research.

The new, cutting-edge, Viral Launch keyword research tool is designed to give you the most comprehensive list of relevant keywords. You get exact search volume from Amazon data along with historical trends. You can also easily find keywords no one else is leveraging using Opportunity Score and see bid costs to optimize your sponsored ads with Sponsored Ad Bids.

You’ve wasted time poring over poor results. Battled doubt that your keyword list is the best. Feared missing the right keywords. Wondered if missing those keywords is costing you sales revenue. No more.

When we looked at other Amazon keyword tools on the market, we found that they were causing 4 major problems. Here’s what they were and how Keyword Research solves them.

1. Wasted Time 

If you’re an Amazon seller, one thing you really can’t afford to waste is time. And, up until now, one of the biggest time-wasting aspects of creating your listing has been searching for the right keywords.

Maybe you begin with a shortlist of search terms that seem to best describe your product and its core uses. You collect terms you assume customers are using to search for products like yours. Plugging in terms to your Amazon keyword tools and then combing through pages of results for each is tedious. Before you know it, you’ve burned two hours and want to toss your laptop out the window.

Keyword Research streamlines this process by allowing you to enter just one root keyword and get all the keywords you need. You can adjust your keyword results by search volume, priority or relevancy. Then you can easily copy unique words, phrase volume pairs or all phrases, and paste them into any document for reference. You can even download selected results to a comma-separated values file (CSV) for easy data storage and transport.

Our extremely sophisticated set of algorithms quickly delivers a comprehensive list of your market’s most relevant search terms. That means no more inputting 25 different keywords and having to make judgment calls on what to include and what not to include. Simply search and you’re set.

2. Irrelevant Results

After using other Amzon keyword tools, you’ve no doubt come away wondering if you’re getting the most relevant, up-to-date results. Say you’re selling a fish oil supplement. When “Fish oil diffuser (89,400)” and “Go Fish oil (30,100)” come up in the search results, you know your skepticism is justified.

Customers aren’t actually searching for those products because those products don’t exist, which casts doubt on every other keyword result on that list. Even performing a traditional reverse ASIN lookup for one ASIN misses some of your most relevant keywords and can yield irrelevant results that aren’t important to include in your listing like “customer service.”

Keyword Research uses Reverse Market Lookups, a master reverse-ASIN lookup that reaches across all your Amazon markets. Reverse Market Lookups take the listings of all of your top competitors into consideration instead of just one. And you get a list of the most relevant, high-volume keyword searches on Amazon for a panoramic view of your keyword’s market footprint.

Say you’re selling a trash can. When you search that phrase using Keyword Research, you get related keyword phrases like “kitchen trash can” and “stainless steel trash can,” as well as horizontal keywords like “garbage can” and “trash bin” which don’t actually include the seed term.

You won’t get all of these crucial horizontal phrases with just one search in other Amazon keyword tools. And with horizontal terms like “garbage can” racking up over 40,000 searches per month, you cannot afford to miss out. Check out this head-to-head comparison of top Amazon keyword tools to see just how many terms they missed compared to Keyword Research.

Horizontal keywords help you cast a strategically wide net to catch as many customer searches as possible. This is exactly the type of advantage that can push you ahead of your competition.

3. Inaccurate Search Volume 

If “Fish oil diffuser” and “Go Fish oil” are showing up in results for other Amazon keyword tools, you should be doubting everything else on those keyword lists.

You can’t feel confident that you’re positioning your listing for success if you have to choose from results like that. Other tools source data from search engines like Google and Bing. That data reflects what people are searching on those search engines instead of what they’re searching on Amazon, which functions in an entirely different way.

Keyword Research washes all of the doubt away. With accurate search volume based only on Amazon data, it shows you exact and broad search volume, two key metrics when prioritizing keywords for your listing. In descending order, exact search volume provides you with a full view of exact keywords searched over the previous 30 days. Broad search volume shows you the number of searches over the same period that contain a specific keyword phrase.

Using our trash can example, we can see that in the last month over 110,000 people searched for that exact phrase, while over 730,000 searches contained that phrase. This lets you know how many people are searching for the root keyword associated with your product, and how many times that root keyword is showing up in related searches.

4. Not Enough Information

Many Amazon keyword tools offer nothing more than inaccurate search volume and a list of top categories for a keyword. With Keyword Research, we wanted to make sure sellers had all the information they needed right in front of them.

And with an Advanced subscription to Keyword Research, not only do you get the most relevant results and accurate search volume, you can also access key features designed to give you multiple advantages over your competitors. You can begin ranking for the right keywords, help maximize your listing’s visibility, and drive more sales.

To help you do just that, we’ve sweetened our Advanced subscription with Search Volume Trends, Opportunity Score, and Sponsored Ad Bids.

Search Volume Trends allow you to see if a keyword is increasing or decreasing in popularity so that your listing. You can see trends for both exact and broad search volume. Some search terms may have less historical data than others, but as our database continues to grow, our historical data will as well. 

Opportunity Score is a rating from 1 to 1000 that shows you markets where the ranking potential is high because the searched term is underutilized. Because high-opportunity keywords are less competitive, these markets may also have lower quality listings. This is a golden opportunity for you to gain sales.

Opportunity Score shows you keywords that have not been integrated into the front end of top performing listings, so you can incorporate them into your listing and begin ranking for them. Just a simple change can help you add thousands of dollars in sales every month. Read more about Opportunity Score and the other scores in Keyword Research.

No other keyword tool features anything like the Opportunity Score, which reveals gaps in the market that you can immediately take advantage of. And with updated data at your fingertips, you’ll always know what the latest keyword gems are and in which market they’ve been hiding.

Sponsored Ad Bids allows you to see bid costs so you can better understand competition level for every keyword on your list. With these features at your fingertips, you’ll spot high search volume, high opportunity, low bid, and trending keywords to put your product on the cutting edge of customer search.

Keyword Research is the best amazon product research tool for sellers looking to capitalize on untapped opportunty. Make sure you never miss another keyword, and target the exact phrases customers are typing into the Amazon search bar. Subscribe to Keyword Research, get the most comprehensive and accurate keyword report in the galaxy.

SUBSCRIBE TODAY

Click here to learn more

Feasting on Crumbs: How to Leverage Small Gains and Rank Higher on Amazon (Follow the Data Ep. 26)

Feasting on Crumbs: How to Leverage Small Gains and Rank Higher on Amazon (Follow the Data Ep. 26)

Understanding the nuances of Amazon customer search is what can really help you rank higher Amazon in the most efficient way possible. Just a handful of small opportunities that other sellers might consider crumbs, really add up. Join hosts Casey Gauss and Cameron Yoder for a conversation about how to feast on the crumbs of your product markets. 

Listen on iTunes   Listen on Stitcher

Follow the Data Show Notes

Episode Transcript

CAMERON YODER:
Hey, everybody, what’s up? My name is Cameron Yoder, and I’m here with Casey.

CASEY GAUSS:
Hey, guys.

CAMERON YODER:
And we’re actually in – we’re actually in Las Vegas right now. We hit up a couple conferences, a couple Amazon seller conferences. And it’s been a good time. We’ve had the opportunity to meet a lot of really awesome sellers, and Casey actually spoke at one of the conferences here. And it’s just been honestly a really good time to meet some of you, and to talk to some of you, and meet some people that we haven’t met before.

And as always, it’s just good to be in the community, you know, just meeting and talking with people. Anyway, so we’re actually going to dive into more about Keyword Research, not exactly specifically the tool that we introduced last week, or the tool that we just came out with, but we’re going to talk kind of deeper level strategy behind – or basically deeper level strategy that you as a seller can use when you’re researching keywords, the mentality that you should be developing. And we’re going to talk about, again, just deeper level strategies and strategies that you can implement today when it comes to research.

CASEY GAUSS:
Hey, guys. I do want to stipulate that, you know, we are not planning on – we’re not trying to shove Keyword Research down your throat. We really just think that, you know, there are some really cool opportunities that have to do with Keyword Research just in general that we really want you to be aware of because whether you’re in a high, highly-competitive market there is still so much opportunity.

Whether you’re in a low competition market, I imagine there’s tons of keywords that you’re not targeting. So yeah, we’ll jump into just high opportunity keywords. So one, you know, so there’s always people jumping into markets that they really have no business being in, or maybe you’ve just been in this market for a while, it’s just gotten so competitive, and you’ve kind of just lost market share.

Well, there’s still, from what we’re seeing, generally so much opportunity that’s out there. So let’s take the Garcinia cambogia market, for example. If you’ve been around for, you know, more than a year you probably know this product to be somewhat of a joke, right? So there’s a ton of products out there that everybody is sourcing, and everybody knows that everybody else has sourced it at some point. These are products like grill gloves, Garcinia cambogia, turmeric, fish oil, grill brushes, garlic press; you know there’s a number of these products.

And so Garcinia cambogia, like I mentioned, is one of them, a very, very competitive market. At one point it was insanely high-volume. I think it’s still pretty high-volume, but there’s definitely some more mature players in this market. So when we go and we run keyword research we find, you know, just quickly scanning through I found 10 words, each with at least 1000 searches a month in volume, all with over 900 opportunity score.

So the one keyword for this is luxury Garcinia cambogia. There’s over 2000 searches a month for it and 990 opportunity score. What this means is – to recap the opportunity score, basically what we’re doing is for each word we’re going to look at the top sellers for this word, and we’re trying to understand do they have this word in their listing. And if so, where do they have it, and how are they using that? The reason being is we are trying to help you understand how easy it would be to rank for a particular keyword. And so to understand how ranking works on Amazon it’s important to know that Amazon is paying attention to the very specifics of keywords and how they’re used in your listing.

So the rules of indexation and the rules of ranking are different. So if you put brush in your listing you will be indexed – meaning Amazon associates this keyword for the product – you will be indexed for, you know, the singular and plural form of that just by putting one version in. So if I put brush in my listing I’ll be indexed for brush and brushes. But one thing that is – and it, you know, generally doesn’t matter where you put that. You know there are limits in terms of back-end search terms. But regardless, you know, if you put it in the bullet points, you put in the title, it all is indexing the same.

But when it comes to keyword ranking, though, this is quite a bit different. And so, you know, basically Amazon is looking at the content of a listing at the time of a sale. So as a sale goes through they’re looking, okay, what words are in the title, what words are in the bullet points, what words are in the back-end, and so forth, to then boost them up in the search results. And so what we see is that words contained within the title get more rank power per sale than words found anywhere else in the listing.

And so this is a very important thing to note. We also see that the specifics are important. So if you only had brush in your title, but you had brushes, you know, in a bullet point, then each sale that happens the word brush is going to be getting higher ranking or moving up the ranks faster than the word brushes. And so these specifics, these nuances, are very important for you to understand how to build the best listing possible and get that advantage over the competitors.

So taking all of this into account plus a bit more, all the data that we have found through our 30,000+ launches, we’ve put into this opportunity score. So we’re looking at, okay, for luxury Garcinia cambogia, how are the top-ranking products using it in their listing? Is it found in the front end? If so, where and how? And so a thousand is the top opportunity, meaning that nobody has it in the front end of their listing in any form.

So for luxury Garcinia cambogia the opportunity score is 990 with 2000 searches a month. All that to say you’re selling Garcinia cambogia, this really competitive market, but there is plenty of opportunity for you to kind of, you know, get the crumbs. Like I said, I think there’s six words or something like that that combined have over 8000 searches per month. Each one has over 1000 searches individually and an opportunity score of 900. So collectively, you know, these crumbs add up to, you know, half of a piece of bread – or half of a loaf of bread.

CAMERON YODER:
A cookie.

CASEY GAUSS:
Adds up to – I don’t know what it adds up to, but I don’t know what the analogy is, but regardless, you know, you can add up these words. So for example, luxury Garcinia cambogia, misspellings as well, assuming that they do not auto complete within their search results. But here’s a word that has over 1000 searches a month, but is Cambodia Garcinia, but reviews on Garcinia cambogia, there’s over 1000 searches a month for that. So you could just prioritize the word review somewhere in your listing, and now start getting significantly more boost in the search results and another misspelling, Carcinia cambogia.

So if Amazon isn’t auto-completing these words you can throw them in your listing, throw them either in the front end or the back end. Misspellings probably belong in the back end, but it really kind of just depends on what your brand looks like and what the misspelling is to see if you can throw it in the front end. Again, the title provides a really distinct difference in terms of rank power that it is driving. So all this is saying is even in really competitive markets there’s tons of opportunity out there. Go position your product well. Make sure that you’re doing your keyword research to really understand where are the holes – where are the gaps in the market so that I can push my product in there?

CAMERON YODER:
I just want to add a little bit to that. I think high-level sellers might take this piece of information and think that there aren’t keywords that they haven’t seen yet, that they could apply to their listing. But this advice honestly applies to all people. I mean it’s not like every single person knows every word in the dictionary, right? And just because of that, you yourself cannot determine if there’s a group of people searching a word that you don’t know about.

And because of that I would really encourage you all, if you’re low, or if you’re a beginning – if you’re a beginning seller, or if you’re an advanced seller, to go and find – do keyword research with the purpose of finding those words that you haven’t seen yet because you will find them, and all of those added up, even if they’re small, to stick with the crumb analogy, can make a whole piece of bread or an entire cookie, whatever the end result of that analogy is.

CASEY GAUSS:
Yeah, another one that we were doing some demos here at one of the conferences and people, you know, could not believe that one, people, other top sellers for these words did not have these words in the front end of their listing, and then they were blown away that, you know, some of the most popular tools out there were just missing these really, really important words.

So another high opportunity keyword, if you search trash can you will find trash cans, the plural form, with over 10,000 searches a month, 1000 opportunity, meaning no one has the plural form of can in the front end of their listing, which is just insane to me. The fact that you don’t think to throw cans, the plural form, in your listing is crazy. But there’s over 10,000 searches a month. Easily just throw cans in your title and now you get all this additional traffic without doing much work at all.

So next up I think we are going to talk about horizontal markets. So horizontal markets, again, from kind of a technical perspective can be difficult to find. So there are some popular keyword tools out there that are missing a lot of these horizontal markets, and this is something that, you know, is really important. So one example is going back to trash can, you know this word, we keep using the word but it just has amazing examples.

For example, a horizontal market would be a word where there are no root words contained within this new word. So basically what that means is let’s say we are selling a trash can, a horizontal market would be kitchen garbage, or garbage bin, or waste bin, because you do not find trash or can anywhere within the word. And so there’s tons of these horizontal markets. They can be difficult to find. Another example would be, you know, let’s say you’re selling a first-aid kit and trauma bag would be that example for you. There’s so many of these horizontal markets. Again, make sure that you’re hitting them. A lot of tools that have existed on the market have not been doing us a good job of finding them. But there’s a ton of opportunity out there.

Next up, so this is talking more specifically about Keyword Research, our tool, but we do want to highlight some benefits of the integrations. This is one thing that, you know, I’m just really excited about. But I guess I get excited about a lot. So one benefit of Keyword Research being now integrated within Market Intelligence is too often we see someone going after a very, very niche market, and the sales on Market Intelligence look amazing.

So if you were – but you don’t really know in reality what keywords are driving those sales. So on Market Intelligence or any tool that, you know, this Chrome extension or whatever that’s showing you estimated sales, these sales are for the product as a whole independent of what words it is not ranking for and where. So people can get confused pretty easily.

So if we look at the water bottle market, let’s say someone searches 32 ounce insulated water bottle, and they think you know, the sales look amazing. The top seller is selling $230,000 a month, the third ranking product 100,000, and you know, 26,000 and 40,000 in between those. So it looks like sales are amazing, but if you look at the search results that are now showing within Market Intelligence you see there’s only 378 searches over the last 30 days for this.

So that is a clear indicator that wow, if there’s only 378 searches this revenue cannot be coming from this keyword. So then if you go and you look at insulated water bottle, what you’ll find is okay, there’s a lot more searches, almost 29,000 searches over the last month. And you can, again, see the revenue. If we were to go to water bottle I would imagine we would see a lot of these same products showing up and obviously much, much higher search volume. So basically what we’re hoping to do here with Market Intelligence is just to help you understand that you should, when doing your product research, you should be looking at the main keywords that are driving the sales. And what is the best indicator of that? That is search volume. Cam?

CAMERON YODER:
Yeah, I just want to maybe say this in a different way because I think without a visual picture it’s a little hard for listeners maybe to picture something like this. But I just want to give a picture. Again, let’s stick with the insulated water bottle. So you search 32 ounce insulated water bottle, and you see – you’re pulling up all the results and you’re looking at sales information, so monthly revenue, right? So if you pull up 32 ounce insulated water bottle, and I’m a seller looking to maybe get into the insulated water bottle market, I’m going to see all these huge, huge monthly revenue numbers, right?

And I’m going to think, well shoot, everyone is killing it in the 32 ounce insulated water bottle space, so I’m going to source insulated water bottle – or 32 ounce insulated water bottles. What I don’t know, however, is if those sales are being attributed through other keywords. In other words if someone else, or if other people are buying these insulated water bottles through a more primary keyword, such as insulated water bottle, or water bottle in general. So what I need to do is make sure that people are searching for that specific term or that specific market. And in some cases like this people can easily get tricked into buying a very specific product.

Maybe it’s something that’s a little bit of a longer tail keyword and they think it’s a great market when in actuality it’s actually those sales are being attributed through another keyword. And finding the primary keyword is going to give you a more accurate picture of that market, and it’s going to give you a more accurate picture of maybe what you’re stepping into, to either validate that idea or save you from stepping into a market that will underperform, basically.

CASEY GAUSS:
And last topic, integrations with product discovery. So this is something that I have been dreaming of for a while, and especially when I realized that we would be able to integrate keyword research data with product discovery. And this is – it’s because you cannot do this literally anywhere else in the world, and that is find underserved markets on Amazon. So what, you know, we did a webinar last night and we were walking through some examples, and you know, it just made perfect sense.

So basically what we mean with an integration with product discovery, which is a product finding tool, you know, we’re tracking coming up on 100 million products on Amazon. We’re tracking millions of keywords, brands and categories to help you identify, you know, great product ideas, great product opportunities, brands that are killing it so you can emulate their success or find, you know, what tactics or driving such.

Anyways, so if you go to the keyword search type in product discovery you can now put in search volume exact, and the search volume, again, is coming from Keyword Research, and here’s where this gets really cool. So basically by having search volume and sales volume we are able to find markets that are underserved. So what I mean by underserved is people are, you know, searching, you know, bachelorette or bridal shower gifts, let’s say.

So they’re searching bridal shower gifts, and they go there and they’re not finding anything that they want, and so they just end up not purchasing something. The opportunity here is for you to find these markets where people are running tons of searches but no one is buying because they aren’t finding what they want. And this gives you validation to understand people want this, no one’s finding – you know, there isn’t a good option available, so I can bring something totally new to the market that satisfies this need.

So one like amazing example that Cam has ahead, or up on the screen right now, is gender reveal. So people are searching gender reveal, and there’s over 25,000 searches a month for this, and there’s only $6000 in average revenues. Gender reveal party supplies, 33,000 searches, and the average product is doing $4,900 a month. So there is a ton of search volume. There’s very low revenue coming in on these products, and that is just one keyword.

If you were to go add up all of the keywords that were related to gender reveal, gender reveal party supplies and you were to look – because the revenue stays the same. The search volume just continues to add up. So anyways, these products are doing, you know, $5,000, $6,000 a month on average, but collectively you know there’s got to be well over, you know, 75,000 searches a month. So just a ton of volume, and basically people just are not buying what they, what they’re seeing.

And so this, you know, go see what’s out there. Obviously people are not super happy. Maybe read some reviews to see what people are really looking for. Go do your research. Go see what you can source, and then bring that to market because you know people are looking for these products. They’re just not finding what they’re looking for.

CAMERON YODER:
Yeah people, so people – it’s been very interesting for us to be in Vegas and to be talking to people here just about keyword research in general, not specifically about our tool, but talking to other people and how they use keyword research tools. It’s very interesting for them to use them to find untapped – or to find product ideas, right? So they’re using Keyword Research, other research tools, to find product markets. They’re using the tool for the purpose that they weren’t intended for, right?

And so they’ve asked us – people have asked us about, well should I use Keyword Research? Or can I use Keyword Research to find other markets that I am not in right now? And the answer is yes, you can because other markets are going to pop up. Like if you search trash can, something specific like another horizontal market will pop up or something like it, like mesh bin or something like that. That includes another marketplace for you to jump into. But the integration here with product discovery allows for full search of new product markets that you’re not in yet using Amazon keyword search volume.

So Casey, where we touched on searching for markets that have a high search volume and low sales because that’s indicative of a lot of people searching for a product but not buying, which is indicative of a market that people are not happy with necessarily, or an opportunity for you to make a better product in. On the other hand, let’s say you flip the – so we set a minimum search volume, and we set a max sales number, right, to limit the amount of sales that are popping up for these keyword markets.

Let’s flip that a little bit, and let’s search for markets that have a minimum search volume. So we’re searching for markets that have a high search volume, and we’re searching for markets that have a high revenue, whereas before we were capping the revenue. Now we’re finding markets that have a ton of sales, right, and a ton of search volume. At the same time we’re going to throw in one more metric here. We’re going to cap out the review count.

So we’re searching for markets that have high number of sales, high number of searches, but a capped out number of reviews, something like 100. This, this is a small – and I’m just keeping it simple for podcast’s sake, but this then is indicative of markets that are getting a lot of searches and a lot of sales but are still young, right, so the markets that are still opportune for entry, basically if a market has a lower number of reviews but a high number of sales that’s a better chance of you entering in and competing.

Well this pulls up markets that a lot of people are searching for, that a lot of people are buying in, but that not many other people are competing in, something like that. Our goal with this is to really challenge the mentality of people when it comes to keywords, when it comes to research, when it comes to product research and just keyword research in general. So I would honestly, honestly encourage each of you to begin to question the way that you think about keywords and begin to question yourselves with what you’re looking for, how you’re looking for it and maybe even how you can optimize your processes and your listing optimization.

Well, everybody, we wanted to – we want to thank you so much for sticking with us. We hope that you found some value with this, especially when it comes to just thinking about processes in a different way. That’s what we want to do. We want to challenge sellers to better themselves. We want to challenge sellers to improve and scale their businesses and honestly have fun while doing it. So we thank you so much for tuning in.

Thank you so much for listening. Again, if you have any questions feel free to send us an email, hit us up on Facebook. We would love to hear your feedback on the podcast or just any general questions that you have. Whether it be something about researching keywords or researching markets, we want to hear from you. So hit us up. Thank you so much. We do this for you. If you said hey this weekend, thank you so much for stopping by and saying hey. Hopefully we will see you all sometime in the near future. Anyway, thank you guys so much. Until next time, remember, the data is out there.

Announcing Keyword Research, the Most Accurate Keyword Tool in the Galaxy

Having the right keywords in your listing is absolutely essential to being successful on Amazon, and that means keyword research is a crucial aspect of your strategy.

Whether you are just dipping your toes into the Amazon marketplace with your first product or are a veteran seller expanding your brand with new items, you can’t afford to get the keyword part of the success equation wrong.

Keywords are a huge factor in the visibility of your product. The keywords in your listing index your product within Amazon’s catalog. Then once sales are applied, your listing can attain keyword ranking.

In this way, keywords are responsible for getting your product in front of as many potential customers as possible. If your product isn’t visible in search results when customers are looking for it, they won’t buy it. Most listings don’t feature critical keywords that can collectively cost sellers thousands of dollars in missed sales.

The problem is that until now there hasn’t been a proper tool to help you easily determine which keywords are most relevant for your product. Existing tools provide pages of keywords that take hours to comb through and field results like “Baby reading glasses (19,500)” and “High heels for dogs (52,500).”

You could take a chance with those tools and miss important keywords, or you could use the newest Viral Launch tool, Keyword Research.   

We’re excited to announce the launch of Keyword Research, our latest software tool, and the best Amazon keyword research tool in the galaxy.

START SEARCHING

Using an extremely sophisticated set of algorithms, Keyword Research delivers a panoramic, comprehensive list of your market’s most relevant search terms with accurate search volume estimates based only on actual Amazon data. 

Keyword Research

Keyword Research for Amazon helps you easily decide which keywords and keyword phrases to place in your title, bullet points, description, backend search terms, and sponsored ads. It allows you to see the most relevant keywords, accurate search volume data, and historical search volume trends. You can also access an Opportunity Score and Exact CPC to identify keywords with high relevance and low competition.  

No more time wasted on bad keyword results, no more fear of missing out on crucial keywords, no more doubt about keyword relevance, no more missing potential sales and revenue.

How do we do it?

Relevancy

We start off by scouring the deep reaches of Amazon for an exhaustive list of customer search terms related to your keywords by running a Reverse Market Lookup. Think of it as a master reverse-ASIN lookup that reaches across all your Amazon markets, taking all your top competitors into consideration instead of just one listing.

The result is an enormous pool of keywords related to your product, including horizontal keywords. Horizontal keywords represent your seed keyword without overlapping it, providing exponential advantage to your listing.

For instance, “strainer” is a horizontal keyword phrase for “collander.” In order to ensure that each result is relevant for your product, we use our Market Relevancy Calculation which is a sophisticated set of algorithms that determine the relevancy of each keyword we’ve come across in our reverse-market lookup. You can easily sort by Relevancy Score to see your product’s most relevant keywords first. 

Search Volume Based Only On Actual Amazon Data

Keyword Research utilizes our industry-leading search volume estimates based only on actual Amazon data. Estimates are updated multiple times a week so you see fresh numbers every time you search. We also provide exact and broad match data to show you the potential impact of a keyword. 

You get a list of the most relevant, high volume keyword searches on Amazon for a bird’s eye view of your keyword’s market footprint.

Historical Search Volume Trends

When researching keywords and choosing the right ones to promote your specific product, it’s important to know where those keywords are in the market and where they’ve been. Keyword Research allows you to see the full market context around a keyword so that you can get a feel for how that keyword’s performance could ebb and flow in the months to come.

Look at exact match and broad match historical search trend graphs to see if a keyword is growing or declining in popularity. Historical data gives you yet another edge over your competition.

Advanced Features

If you’re looking to really increase your competitive edge, you might want to consider the Advanced subscription, which includes Opportunity Score and Sponsored Ad Bids. Opportunity Score ranks keywords on a scale of 0-1000 to show you markets where the exact keyword phrase has not been integrated into the front end of the top performing listings. Essentially, you can conduct keyword popularity research just by sorting by Opportunity Score. 

Because high opportunity keywords are less competitive, these markets also tend to have lower quality listings. If you’ve got great reviews and good photos, the addition of a single keyword could bring in thousands more dollars in sales every month. Sponsored Ad Bids allows you to see bid costs so you can better understand competition level for every keyword on your list.

Both features help you target keywords that have an established, positive performance record in your market and pass on keywords that have been volatile. You’ll spot high-opportunity, low bid, and trending keywords to put your product on the cutting edge of customer search.

Integration with All Viral Launch Subscriptions

Keyword Research seamlessly integrates with Market Intelligence and Product Discovery so you can see keyword insights no matter what Viral Launch tool you’re working with.

Product Discovery, the best product finder in the galaxy, lets you input your dream product’s sales revenue and review metrics to get a customized list of the potential products that fit your business aspirations. Filter to find markets that receive many searches but few sales. With the integration of Keyword Research, you can filter your results by Search Volume when searching for products via Keyword.

Market Intelligence, the most sophisticated Amazon product research tool and sourcing software in the galaxy, helps you validate product ideas so you source only money-making products. With the most accurate sales data estimates and product trends, Market Intelligence now also provides you with search volume for the market you’re exploring.

 

See Keyword Research in Action

Keyword Research brings you our industry-leading search volume estimates no matter which Viral Launch tool you’re using, so you can put your product on the cutting edge of customer search and beat out the competition.

Whether you’re just starting to research products, already have your product sourced and ready to go, or are coming up with your next money-making product idea, the Viral Launch suite of tools is here to serve you.

Never miss another keyword. Target the exact phrases customers are typing into the Amazon search bar, and get the most comprehensive and accurate keyword report in the galaxy when you subscribe to Keyword Research. 

SIGN UP

Learn More

 

The Most Powerful Amazon Keyword Research Tool: Introducing Keyword Research (Follow the Data Ep. 25)

The Most Powerful Amazon Keyword Research Tool: Introducing Keyword Research (Follow the Data Ep. 25)

Keywords are the foundation for ranking. Missing critical keywords in your listing can lead to thousands of dollars in missed sales. Incorporating the right keywords in your listing can give you a huge competitive advantage. But current tools fall far short of providing the insight needed to set up a listing to rank. But that’s about to change. Introducing Keyword Research from Viral Launch, the most accurate keyword tool in the galaxy. 

Listen on iTunes   Listen on Stitcher

 

Follow the Data Show Notes

START SEARCHING

Podcast Transcript

CASEY GAUSS:
Keywords are the foundation for ranking. Missing critical keywords in your listing can lead to thousands of dollars in missed sales.

CAMERON YODER:
Incorporating the right keywords in your listing can give you a huge competitive advantage, but the current tools available to sellers fall far short of providing the insight needed to efficiently and effectively set up a listing to rank. I’m Cameron Yoder.

CASEY GAUSS:
And I’m Casey Gauss, your host for Follow the Data: Your Journey to Amazon FBA Success. In this show we leverage the data we’ve accumulated at Viral Launch from over 30,000 product launches and our experience working with 8,000 brands to help you understand the big picture when it comes to Amazon, and more importantly, the best practices for success as an Amazon seller.

CAMERON YODER:
Today we’re excited to announce the launch of our most recent seller software, Keyword Research, the most accurate and comprehensive keyword tool in the galaxy.

CASEY GAUSS:
In this episode we’ll talk about why we had to create Keyword Research, including what’s wrong with current tools on the market and how better Keyword Research can help you increase your bottom line. Let’s get started.

CAMERON YODER:
All right, Casey, we’re talking about a big subject today. This is an exciting time for Viral Launch. It’s an exciting time for you. We’re talking about Keyword Research, Viral Launch’s new tool. Let’s talk about how you’re feeling through all this. How has this experience, this product release been for you?

CASEY GAUSS:
This product release has probably been the most stressful for me, so I’m usually like, I guess what you would say kind of like VP of Product or something here at Viral Launch, so it’s always like my job to have all the answers, I feel like, and so we worked on this tool. We probably started working on like the main algorithm for relevance in September. We tried all this like working with a data scientist on natural language processing, and like so we did that for three months, so into like December – actually longer. We did that like through January, and then February we were still trying to make NLP work, natural language processing, work. It wasn’t working, wasn’t working, and there was so much pressure to like get this tool out. Like we’ve been working on it for so long. The front end was done. Anyways, finally we sat down. We spent a week having just breakthroughs on our algorithm, like quality standards, all of that. We finally figured it out Friday, right before the weekend, and that was like only a couple of weeks ago.

CAMERON YODER:
Yeah, that was not too long ago.

CASEY GAUSS:
That was super exciting, though. So like as an entrepreneur it’s like this series of peaks and valleys, right? And so you’re going through the valley, you’re going through the valley, and it’s that effort. You know, it’s that consistently pushing through the hard times that gets you to those peaks. And I think the deeper the valley the better the, you know, the mountaintop, or the ascent to the mountaintop. So anyways, super rewarding once we finally figured it out, and now we know, you know, if it’s this difficult for us to figure out, hopefully it’s equally as difficult for competitors, like – and hopefully that means that much better quality for everybody. So I am feeling so good. I think this is going to be our most popular tool. I think this is going to be an absolute game-changer for sellers. So I am so stoked to see kind of feedback, see like the impact that this has on people’s businesses. You know, product discovery a super, super valuable because I think product selection is, you know –

CAMERON YODER:
It’s huge. It’s huge.

CASEY GAUSS:
It’s like the single most make-or-break decision that you’re going to make when selling on Amazon. But it takes months and months for you to see the return, right? You come up with an idea through product discovery, but now you’ve got to get samples. You’ve got to find suppliers. You have to order it, and anyways, it’s like months and months until you actually see the return, whereas with Keyword Research there are so many keywords people aren’t finding right now because their like current keyword tools just aren’t surfacing them. And so by putting these things in your listing tomorrow, the next day, or within that week, you’re going to see results. And so I’m super excited to get these case studies back. I don’t know – and like – so again, this is a lot of personal stuff. Sorry if you’re not so interested, but like the team is growing. We’re at like 43 people or something now. And it’s so cool to see like we have a legit marketing team now. We have like a seven-person dev team. And so it’s so cool to see all these different, you know, departments working together. This is going to be our biggest launch so far. It’s so cool to just see, you know, Viral Launch continue to mature and everybody come together. Like I’m just so proud of this team. So all in all, long, long answer to that. Sorry, guys.

Announcing Viral Launch Keyword Research

CAMERON YODER:
Now just in case – okay, just in case you missed the intro or the announcement, basically Viral Launch, or whatever – everything Casey was talking about – Viral Launch has a new tool out based around keyword research, so finding accurate keywords to use in your listing, right? And we’ve just spent the past long time developing it, releasing it. Casey, how would you say – I mean we’ve had a couple product releases up to this point, but how would you say Keyword – that Keyword Research has differed? What’s different about this Keyword Research tool being released than the tools we’ve released in the past, just being the product release itself? So with our release for Product Discovery, what’s different about this time around?

CASEY GAUSS:
Yeah, I mean we’ve just learned a lot of things around what has worked and what hasn’t, getting people’s attention, making sure – you know, for Keyword Research, I think, again it’s such a game-changer you would not believe. And I mean if you ever check out the tool you will really get to see kind of the difference, the night and day difference between what you’re using for your keyword research and our Keyword Research tool.

CAMERON YODER:
Right.

CASEY GAUSS:
And you will like, I don’t know, be disappointed or upset that this is the data that you’ve been using versus like the actual data or what you should have been using, I guess. And so anyways, so I feel a deep sense of responsibility to make sure that the messaging is like perfect for this so that people can truly see like hey, no, this isn’t just marketing speak, but like this is going to be so much better for my business. And so I think there’s a lot of pressure on me, that I’m then trying to put on the team to make sure that we really get this perfect. But anyways, yeah, you know I think the product launch will be hopefully a better, like ramp-up period, getting people more and more excited. You know, we have a much bigger audience at this point, and hopefully people have just continued to realize, you know, Viral Launch is a data company. And yeah, so hopefully this is an easier sell to people because now you love and trust kind of what Viral Launch has been producing on the research side.

CAMERON YODER:
Right. Let’s jump back a little bit. So again, talking about just Keyword Research and the tool in general, what made you think that Viral Launch should or needed to come out with a Keyword Research tool?

CASEY GAUSS:
Yeah, good question. Actually I want to preface first, so there’s a million keyword research tools out there, keyword tools out there for Amazon. I would really encourage you to at least, you know, listen to this podcast, even if it’s on 2X to get through it, like just at least check out the tool. I think you really owe it to your business. There’s so much that is different here, and I don’t want you to just pass it off as another tool. So anyways, why did we need Keyword Research? A lot of reasons. So like it has been – it has just always blown my mind. It has always been a goal of mine to, if somebody else didn’t do it, build a better version of Merchant Words, right? So not to hate so much on like the tool – like it’s so bad, right? So if you search like – we have all these just hilarious examples, right? So if you search –

CAMERON YODER:
Specific keywords that we’ve searched.

CASEY GAUSS:
Right. Reading glasses, right? Reading glasses for babies, high search volume. Reading glasses for dogs, over 10,000 searches a month Merchant Words is estimating. You search eye cream, cat eye cream is I think like the second suggestion, saying there’s like 90,000 searches a month. If you search fish oil, fish oil diffuser – there’s no such thing – is one of the top suggestions. They say like 80,000 searches a month. And from these case studies that we’re doing, a lot of the time Merchant Words only has like 10% of the actual words that are related to the product or the market that you’re searching, and their volumes are so off. And so, so many times Merchant Words is suggesting words that don’t even – people aren’t actually searching on Amazon, but you’re prioritizing them. You’re putting them in the listing simply because intuitively they make sense. But you’re not really following the data.

And so we had to create Keyword Research because keyword tools are so important. We see so many people – like you cannot rank for keywords, high-volume keywords if you’re not prioritizing them well in the front end of your listing. Or if you don’t even have them in the front end of your listing how are you going to rank for them? And ranking, like driving sales through organic search, is the majority of people’s businesses on Amazon. Like this – you know we say the lifeblood of Amazon for like reviews, this is like the oxygen or something, you know? You absolutely have to have this, and this is what is, you know, really driving your sales is what keywords that you have in your listing. And these current keyword tools were just misleading people so bad. Or sure, maybe they have a bunch of good results, but you, for every good result there is like 100 bad results, and you’re spending hours sifting through these words.

CAMERON YODER:
And I think it’s an important perspective to point out – there is one thing I want to reemphasize that you said, but another thing that is important for listeners to understand is if you’re a listener and you’ve used a keyword research tool in the past, then you’ve been trained to not trust results, right? If you use whatever, one of these tools, you’re going to pull up results and you’re going to know – everyone that we’ve talked to has said this – you’re going to know 100% that some of these results are bogus, but you’re going to use it anyway because it’s the only thing available. So we wanted to change that, and it’s going to be, I think honestly maybe a little bit difficult for people to jump on board at first because they’ve been trained to not trust it. But this is actual data. It’s real data, and it’s something that you can trust.

The Most Relevant Keywords

CASEY GAUSS:
Yeah, so like the two biggest selling points here, I think, are just the relevance of words. So you’re only getting words that are relevant to your listing. We even show a Relevancy Score so that you can see how relevant is this term to the term that I put in, right? And then second is the search volumes. So this is all data only from Amazon. We’re not using any kind of outside sources to build up the keywords, the volumes. Like you’re getting only good, high-quality data. And so the level of trust, like Cam is saying, is going to be kind of night and day difference. So yeah, I think it will be a bit of a learning process, but anyways, I mean you, like I said, you will see the differences here. And there’s a bunch of additional features, but yeah, we can just stay in the meat of it right now.

CAMERON YODER:
Let’s break down what’s – we talked about it a little bit already, but I want to get kind of a streamlined process going of what is wrong with current keyword tools, right?

CASEY GAUSS:
Yeah, yeah.

CAMERON YODER:
So okay, what is one of the number one things that is wrong with keyword tools out there presently?

CASEY GAUSS:
So I think across the board the biggest problem is that there’s so, so many keywords that these other tools are missing. And I’m not just talking about some long-tail keywords. I’m talking about high-volume, related words. So it’s so difficult right now – and this is where our big breakthrough was. It’s so difficult for you to – and this is why we originally were testing out natural language processing using semantic, finding these semantically-related words from content. It’s very difficult from a technical perspective to get the word first-aid kit and be able to come up with the word trauma bag and know that trauma bag is a related word that you should be prioritizing because first aid and kit, none of these seed words are in these, some of these other high-volume words. Like again, trauma bag or emergency kit, like that has kit, but emergency isn’t in first-aid kit. And so it can be hard for these tools to find these other words. And so we have some case studies. You would just not believe the number of words, important words, the volume that the majority of tools out there are missing.

You know, there is an example. We’re still finalizing the case studies completely, but anyways, just at a high level there is an example for eye cream, right? So we said there is 600,000 aggregate searches a month for all the keywords related to eye cream, so 600,000 – 540 related words, and the most popular keyword tool out there missed 450 words out of 540. The volume they missed was 475,000 searches out of 595,000. So what that means is either if you just typed in eye cream into this keyword tool, then you are missing out on, you know, a huge, huge percentage of volume, or you’re going to have to intuitively know to go search all these other words, and you’re going to have to spend a ton of time running all these other searches to try to get the comprehensive list. And then the fear sets in of how many words did you miss? You know, you have to spend all this time, as well. So the second most popular keyword tool – we don’t really want to name any names – but second most popular keyword tool missed 312,000 searches a month out of 595,000. So yeah, they missed like over half, right? And they missed 350 words out of the 540. So it’s like insane.

The tools that people are using are missing out on major, major search volume. And that’s a problem, number one. Second is time, right? So right now existing tools provide so many junk words, right? And I understand from a technical standpoint like it’s hard to get rid of these words. We’re making sure to return only highly-relevant words. At the same time able to get a very broad scope. So we are significantly reducing your keyword research time because we’re able to return only high-quality, relevant terms. And we’ll show you how relevant these terms are. And so if something has a very low Relevancy Score, then now you know, like okay, I shouldn’t be prioritizing this. And we have a priority score to help you do that.

CAMERON YODER:
It’s kind of a – it’s a compounding effect, right? So if you use – if you’re using other data tools, like you said before, just simply put, other tools from the data that we’ve accumulated, are not providing the full list of keywords that should show up for the keywords that you yourself are searching. And then from that you yourself have to put in more time double checking, cross-referencing all of those keywords to make sure that you’re getting the right ones in for your listing.

CASEY GAUSS:
Yep, I would definitely say those are the two biggest ones. I mean obviously we have some features that solve some other problems, but yeah, I’m good with sticking with those.

Our Market Relevancy Calculation 

CAMERON YODER:
Yeah. So okay, how then does – what does Keyword Research do, which is Viral Launch’s tool? What does Keyword Research do to get the most relevant terms, because it’s not about – it’s not all about volume, right? It’s also about relevancy. So it’s about pulling up a tool. A great tool is going to pull up all the words, or as many as possible, for related to the search term that you input. But it also is going to be so much better if the terms that are brought up are relevant to the keyword. So not only is it volume; it’s relevancy. So what does Keyword Research do to pull up volume, a lot of keywords, but not only that, keywords that are relevant for the term that people are searching?

CASEY GAUSS:
Yeah, I mean we don’t want to share too much because we don’t want to allow other people to replicate what we’re doing. But essentially we have this entire – like you would not believe the amount of data that we’re crunching just to try to get this list of words. And so we have this huge kind of extraction process that is very difficult where we’re going and just getting an insane amount of words. Then we go and we have this even larger algorithm that goes and then scores each of these words to help give it this Relevancy Score. And then yeah, then we have our own process of getting the search volume for each of the words, both exact and broad.

And another thing – this is kind of like a, you know, side feature or whatever, but another thing that we’re doing that you’re not really going to find really anywhere else except maybe one tool or something, but is trend. So you know if you’ve used Market Intelligence or Product Discovery you know that we love data, right, especially understanding historical context so that we can better understand or predict where it’s going in the future. So we’re showing you the search volume trend. So you can see okay, you know, fish oil looks like a good market – it doesn’t, just so you know – anyways, fish oil looks like a good market, but search volume is like significantly declining. Or you know, this term is increasing very rapidly. You should definitely prioritize that. And so yeah, I don’t want to share too much about our process, but I don’t want to give too much away, but essentially it’s really focused on keyword aggregation, just getting a very, very – casting a very wide net. And then we pull in all these words, and then we go through them to look for the words that are winners, and then we throw out the ones that aren’t.

CAMERON YODER:
This tool is – Keyword Research is really designed to improve the Amazon seller experience when it comes to keyword research and just creating a listing in general, right? So Casey, what are your favorite features of the tool that are going to help listeners of the show or just Amazon sellers in general?

CASEY GAUSS:
Yeah, so I mean we’re continuing to talk about it. The things I’m most proud of are just the breadth of words we have, what we call all these horizontal words where you search eye cream, but then you get face moisturizer, right, or moisturizer for face, like you get eye gel, right? So you get all these words that are similar, but like maybe what we call horizontal words that maybe don’t share any of the seed words. So I’m really proud of that. So the quality, the breadth, and then I really love the trends just because I like seeing where everything goes. Usually these search terms report, give like hundreds and hundreds of words, which is awesome that we have all these long tails in there.

Opportunity Score

And then one thing that we haven’t talked about yet is our Opportunity Score. So to date we’ve always looked at keywords in two lights, right, is this relevant, and then what is the search volume. But what we haven’t really taken our time to do, just because manually it can take a long time or just a decent amount of work, is looked at these keywords from a strategic standpoint. So how are my competitors prioritizing these words? How difficult is it to rank not just by, you know, how many units I need to sell, but by how other sellers are prioritizing these words. So if, for example, nobody had fish oil in their title, they didn’t even have it in their bullets, all they had was fish oil in their description, it would be so much easier for you to rank for fish oil if you had it in your title. And so there would be this, you know, strategic arbitrage opportunity for – so maybe fish oil isn’t the best example. Let’s take burp less fish oil, for example. So burpless fish oil, a decent volume keyword, and let’s say nobody, none of the top-ranking burpless fish oil listing, or results for burpless fish oil, have that keyword in their title. And there’s still good volume. Nobody has it in their title. So that’s an awesome opportunity for you to prioritize it, put it at the beginning of your title, run some promotions for it. But you’re going to be able to rank a lot easier than if everybody else had it in their title. And so we’re showing you what we call this Opportunity Score which shows you, you know, how well, or to what degree, are the top sellers for this keyword prioritizing the keyword.

How to Use Opportunity Score

And our hope here is that, let’s say you do happen to be in the fish oil market, which I really hope you aren’t unless you have, you know, a good amount of money. But anyways, so let’s say you are in this fish oil market. Well, there’s plenty of words out there that other people are not prioritizing that still get decent amount of volume, so you can more easily rank for those words, build up your sales and just continue to climb up the ladder, right? So go after burpless fish oil because there’s good volume and nobody has it in their title, or only a couple people do. Then go after this other mid-volume keyword that has good volume but people only have it in their bullet points, or a couple people have it in their title. Like basically we’re showing you this Opportunity Score so that you can strategically look at words from a volume perspective, from a relevancy perspective, but also from a how are my competitors leveraging this word.

CAMERON YODER:
In other words, what are people, what keywords are people searching for that competitors are not putting or prioritizing in their list, basically?

CASEY GAUSS:
Yeah, yeah, completely. And then right now we still have a lot to do with this tool, actually two other features. One, I like seeing we’re aggregating all the exact search volume for the word to show you, okay, fish oil, for example, has you know, 500,000 searches a month and then, you know, whatever, omega-3 has X number – like so it’s really cool to go and see what the total number of potential impressions are for this keyword or this market that you’re thinking about entering, right? So the last one is sponsored ad suggested bid, and so this is, again, another cool opportunity for you to identify these arbitrage opportunities, right? So if you see there’s a ton of search volume on this keyword but the suggested bid cost is really, really low for a keyword – boom. There’s an opportunity for you to go get in on a high-volume keyword while paying less than, you know, market average across the board for that kind of volume. So that’s one of our premium features. But again, basically we’re trying to build this very comprehensive tool to help you identify these arbitrage opportunities. Where can I easily rank because no one’s prioritizing it? Where can I easily bid on keywords or do it, you know, cheaply because nobody else is? Yeah.

Integration with Viral Launch Software

CAMERON YODER:
One of the things I’m really proud of with the tool, and I’m honestly looking forward to in the future just for Viral Launch in general is an integration between the tools. So we’re actually working on integrating Keyword Research with our other tools, Product Discovery and Market Intelligence, which will provide you – honestly it will save a lot of time. One of the goals with this tool, again, is just saving time and money. And so as you’re using something like Market Intelligence you’ll be able to look at the market data for a keyword, but also will be able to kind of cross reference keyword data at the same time. That’s just – I’m looking forward to future integrations with the tools that we’ve come out with or just kind of further implement with the current tools we have.

CASEY GAUSS:
That should be live when the tool goes live. So if you’re listening to this podcast, then yeah, Keyword Research should be integrated with Market Intelligence. It should be integrated with Product Discovery. Basically what that means is you run, you know, Market Intelligence on the fish oil market or page, then you’ll see obviously Market Intelligence data, but you’ll also get to see what the search volume is exact and broad for those keywords. So I think that’s huge. No other tool is doing that. And so it’s like basically the way to get access to that is you have to have a subscription to Market Intelligence. You have to have a subscription to Keyword Research. And then second, yeah, we throw this into Product Discovery, and I think I’m super, super excited about this, the reason being is for the first time ever you’re going to be able to look for markets where the search volume is high but sales are low. And what this means is opportunity markets where customers are coming and they’re looking for this particular product, but they’re not finding anything interesting. They’re not finding what they’re looking for.

So take, for example, grill brush with LED lights, right? Like let’s say everybody wants to brush their grill at night and they want lights and whatever, right? So if there were, you know, 20,000 searches for grill brush with LED lights, but there’s very few sales for the products that are ranking for them, then that means that there isn’t a good grill brush with LED lights, well so I would imagine. There are some other factors that are in there. But anyways, it’s a really cool opportunity for you to find these underserved markets, and you just can’t get that anywhere else. And again, the way that you get this integration is you have to have this Product Discovery subscription and the Keyword Research subscription, and then they work kind of in unison there. So yeah, I forgot about the combination or the integration, and I’m really excited about that.

CAMERON YODER:
Yeah. Casey, is there anything else you want to let our listeners know about Keyword Research?

CASEY GAUSS:
No, not really. I mean we’re – next step, phase 2 is we’re working on a listing building feature, which is really going to hopefully help you prioritize words, based again on opportunity, volume, help you to make sure that you’re writing the best listings possible. But yeah, I think that’s about it.

CAMERON YODER:
Look forward to it. If you haven’t yet, go check out the tool. If you even haven’t yet, go create an account on our website. There is a free trial for the tool. So really if you haven’t yet, go to our website, create an account, check out a free trial. You will be blown away. We also are going to have a couple different resources on YouTube, and we’re going to be putting up more content for Keyword Research as well, so keep an eye out for that.

Well, that is all for this week. Thank you so much for joining us on Follow the Data. For more insights and reliable information on how to succeed on Amazon, subscribe to the podcast and check us out on YouTube. I have a series of Product Discovery walk-throughs up on our channel that will really help you understand how to best leverage the tool. In fact, I just posted a new video about how to use the new Product Discovery search presets. So if you want to check it out just search Viral Launch on YouTube, go to our page and look for my face.

CASEY GAUSS:
If you’re listening on iTunes please, please do not forget to leave a review and rate the show. If you’re listening on any other platform like SoundCloud, Stitcher, leave us a comment. We love feedback. If you haven’t gotten that from any other interactions with us, we love honest feedback on literally everything. And if you sell on Amazon, which I imagine is the demographic of people listening, then you know how important reviews are. And so we would love it if you could go leave us a review.

CAMERON YODER:
Thank you, again, for listening so much, and as always, if you want to be featured on the show, have an Amazon-related question or an idea for an episode, or you just want to say hey, feel free to leave us a voicemail. Our number is 317-721-6590. Until next time, remember, the data is out there.

6 Amazon Keyword Research Tips from a Listing Specialist

What is keyword research?

Keyword research is the process of finding and collecting relevant words and phrases that online shoppers use when looking for your product. 

The key to a great listing is great keyword research. There are plenty of tools out there that boast their expertise in finding you all the keywords you need for your product, cutting down the time you need to spend on keyword research and making you money by improving your listing. It sounds too good to be true, right? And that’s because it is. You’re not going to be able to find all the best keywords in the same place.

The best way to find the highest volume of relevant keywords that will help you to index, rank, and increase your product’s visibility is to do good, old-fashioned, multi-source keyword research. Great keyword research is not something you can afford to skimp on if you want your product to be successful and can be the difference between making hundreds of dollars or hundreds of thousands of dollars. Here are some of the techniques that we use to write incredibly powerful Amazon listings:

 

  1. Start with a Tool

Tools aren’t perfect, but they are a good place to start. The main keywords for your product will be obvious. Just ask yourself, “What is this product?” If it’s a ball pump, that’s likely your main keyword. If it’s a dog treat, that’s probably your main keyword. Start with that basic word or phrase and feed it to one of the many Amazon Seller keyword tools. Then take the list of keywords that your tool spits back at you, and begin to comb through, taking out words that do not apply to your product.

Keyword tools are great at producing volume, which feels impressive, but there is only so much space in a listing with restrictive character limits. And even if you do stuff your listing full of these tool-generated keywords, the question is: are those keywords relevant to your product and are they ultimately helping your listing?

Unfortunately, from my experience testing out different keyword tools, the answer is no.

For example, if you search for keywords related to ball pump with Scientific Seller, some of the keywords that it suggests are “ballet, shoes, women, thrower, and tent.”

These keywords might be relevant to your product if it comes with women’s ballet shoes or a tent. No judgment. But that’s what you have to determine as you go through the keyword research results that you get from your tool. You’ll probably need to tweak your searches, doing some broad keywords and more specific phrases, but no matter how you do it, you’re going to have to audit your list for quality.

 

You’ll see the same kind of noise with all of these tools: Merchant Words, Magnet, Google Keyword Planner, and the list goes on. Even still, a tool can speed up your keyword research by providing you with a long list of words that appear around your main keyword. That said, there still isn’t anything that compares to the human brain in distinguishing between relevant and irrelevant keywords for your product.

Make sure to search more specific variations of your main keyword. If your product is organic, try “organic dog treat.” If it’s made in the USA, search “dog treat made in USA.” If it comes with a free toy or doubles as a toy, look up “dog treat toy.” Once you’ve explored these variations and have a robust list, start looking at your competition.

 

  1. Poach Your Competitor’s Keywords

With a solid start to your keyword research, it’s time to check out your competition. I’m not talking about reverse ASIN lookups. This is another alluring solution to cutting down on keyword research time. The problem with reverse ASIN lookups is that you get no competitive edge if you only take your competitor’s’ keywords. You have to take that and more to really push your product above the rest.

Looking at competitors is a good way to fill in gaps in your research. For example, let’s say you searched for dog treat, doggy treat, organic dog treat, dog treat made in the USA, and dog chew, using your keyword tool. You probably missed a few keywords that apply to your product.

Just by scanning the titles of “dog treat” search result page 1 competitors, you might see words like “natural, healthy, flavored, grain free, training treats, gourmet, smoked, delicious, and tender” Add the keywords that apply to your product to your list.

It can be tempting to go for sheer volume when you’re researching, but be intentional about only adding keywords that relate to your product. For example, if your dog treat is a crunchy treat, don’t use words like “jerky” or “soft.” Your listing may index or even rank for those keywords, but you won’t convert well.

If your product isn’t something that shoppers are searching for, try to find contested keywords with a mix of products in the page 1 search results and add them to your keyword research list.

 

  1. Venture Outside of Amazon

Now that you’ve rounded out your keyword research with keywords from your top competitors, it’s time to broaden your research to other e-commerce platforms like Jet.com and Walmart.com. I like to check Google’s Shopping section in my keyword research as well. You’ll find many of the same products on these sites. Sometimes they use slightly different keywords, and sometimes there are completely different products with their own unique keywords.

Sticking with the dog treat example, I picked up “pet food, chewing, habits, basted, biscuit, vitamins, minerals, freshen breath, real, ingredient, and chewy.”

Depending on the product, I’ve found this step in my keyword research to be either extremely beneficial or very redundant. Either way, it’s always worth checking. Even just finding a few unique keywords to add to your listing can improve sales month over month. Make sure to search multiple variations of your product’s main keyword or keyword phrase to get the best showing of your online competitors.

Once you’ve covered all your bases on the high-level keywords, it’s time to burrow down into the more specific and more technical keyword research.

 

  1. Use What You’ve Got

Make sure to include your product’s ingredients or materials in your keyword research. Look for common abbreviations or nicknames associated with each component, and research the associated benefits to understand the different ways that your product helps your customer and the different features shoppers might be looking for.

Make sure to add any conditions that your product or your ingredients address, but be cautious with including diseases. Keywords like “heart disease” or “cancer” are sometimes flagged as faulty claims.

 

  1. Utilize Sponsored Ads

Sponsored Ads, or PPC ads, can be another great tool for keyword research. With Automatic ads, Amazon shows your product as a sponsored ad for what it considers to be relevant keywords based on your product’s information. After an Automatic Ad campaign, you can download a keyword report and figure out which keywords your product performed best for.

To start an Amazon Sponsored Products campaign with Automatic Targeting, head to Seller Central > Advertising > Campaign Manager. When creating the campaign, set your daily budget, which is the amount you’re willing to spend in one day, and your bid, which is the maximum amount you are willing to pay when someone clicks your ad.

Run your Automatic campaign for a couple of weeks, and then download the keyword report, which can be accessed in Seller Central under Reports > Advertising Reports > Search Term Report. Once you’ve got the report, you can view the keywords that Amazon ran your ad for, the number of impressions (or views) the ad got, the number of clicks on the ad, and the number of orders made on that ad.

You’ll want to prioritize keywords with high conversion rates in your listing, and you might even want to run through your keyword research routine again with a new focus on these high conversion keywords. High conversion means that for the customer search term entered, your ad got a lot of clicks and orders relative to the number of impressions. For keywords with relatively high clicks but not many orders, you’ll want to consider why shoppers clicked but didn’t buy.

Using Automatic ad campaigns is a quick and fairly simple way to uncover new search terms and determine keyword relevance.

 

  1. Read Related Blog Posts

To round out your collection of technical keywords, look to long-form content like blog posts and product reviews. Especially when researching for backend search terms, related blog posts are a great source of low-volume technical keywords that can help you index for a wider variety of searches, increase your organic sales, and improve your overall rank.

I find buyer guides to be the most keyword-rich, especially for more specific language. In order to appeal to the well-informed and uninformed shopper alike, you’ll want to include simple keywords as well as specific “buzzwords” that shoppers may have encountered in their product research.

I usually find good quality content by searching things like “Which X to Buy” or “Best X for Y,” where X is the main keyword for the product and Y is a condition that the product offers a solution to.

 

Summary

If you follow this tried-and-true keyword research process, you will find a wide variety of relevant keywords that are specific to your product and that can help you to index, rank, and convert. The more honest you are about your product, starting with your keyword research, the more closely your product will match a shopper’s expectations and the more likely you are to convert.

Keyword research is so foundational to a successful listing. It’s worth spending the time to hunt down a diverse collection that will help increase your product’s visibility.

If you’re managing multiple products and don’t have time to go in depth with this kind of keyword research, Viral Launch is always here to lend a hand. Call a coach today to find out how a listing optimization can help your Amazon business.

Exit mobile version