To find and target keywords on Google, you might use Google Keyword Planner. So to find and target keywords on Amazon, you need an Amazon keyword tool. Whether a company website or an Amazon product listing, everyone’s aiming for the top, the coveted first page of search results.
When it comes to integrating keywords and ranking on Amazon, unfortunately, there’s no silver bullet. But sellers must start by learning how Amazon search differs from Google and knowing the direct impact that has on keyword research.
Amazon SEO vs Google SEO
As an Amazon seller, it’s important to understand how to best integrate keywords into your listing. Many sellers fall back on out-of-date Google SEO practices if they consider SEO at all. Really, they should be much more concerned with Amazon SEO best practices. While both Google and Amazon are search engines and focus on some similar metrics, their algorithms are different. Not only are their algorithms different, the goals of their users are different.
Think about it. When you visit Google, are you always searching for a product? Likely not. You might be shopping for a new phone case, but you may also be looking up the menu to that sushi place you’ve been wanting to try, or the location of a nearby tire shop, or reviews for that movie you’ve been dying to see. Simply put, Google can be a product search engine, but it’s largely a research engine. And when users do search products, they are often expecting to find reviews of top products. They aren’t expecting to shop necessarily.
Amazon, on the other hand, is largely a product search engine. Users who end up on Amazon are further down the funnel. They have moved from the research phase closer to the ready-to-buy phase, with credit card in hand. In fact, 55% of buyers are starting their product search on Amazon. Consumers may not have a specific brand in mind when they go to Amazon, but they likely have a product in mind that they are hoping to purchase.
Amazon Keywords vs Google Keywords
So what does that mean for keywords?
It means that consumers aren’t always using the same search terms across all platforms. Someone looking for a phone case might type “iPhone case reviews” or “iPhone case comparison” into the Google search bar but type “rubber iPhone case” or “durable iPhone case” into Amazon.
That’s not to say a user would never type the latter terms into Google. But, there may be keywords that are relevant to a Google search that would have little to no value on Amazon. And with 80 million Amazon Prime members in the US, competition is high for those searches. You don’t want to waste time with keywords that won’t help you rank.
The value of targeted keywords, both long and short tail, in your Amazon listing is far-reaching. If you aren’t using the words and phrases that consumers are searching for in your copy, then you likely aren’t selling well. The more sales you drive through a particular keyword, the higher your chances of ranking for that keyword.
Why You Need an Amazon Keyword Tool
So if you’re trying to craft a listing for Amazon, why would you use an Amazon keyword tool that focuses on Google data? Google Keyword Planner is designed for Google’s algorithm and pulls data from Google searches. Using it exclusively–or really at all–to generate your keyword list for Amazon could mean overlooking high-volume Amazon keywords and missing the full scope of keywords Amazon consumers may be searching.
According to SEO marketing company, MOZ, the algorithm used for Google Keyword Planner has several flaws. For starters, it groups keywords into “volume buckets”, so a word with 180,000 search volume in a month might be rounded down to the 165,000 search bucket. Google also misses out on approximately 35% of keywords recommended by other search Amazon keyword tools, is inconsistent when mapping and considering search volume for spelling variations, and occasionally recommends keywords that are not really connected to your original search phrase.
If you’re okay with sub-par results that may not even match the search results of your Amazon customers, then Google Keyword Planner is a sufficient tool. But to truly home in on search data from Amazon alone, you need an Amazon keyword tool that does just that.
Keyword Research, the newest software tool by Viral Launch, is the most accurate Amazon keyword tool in the galaxy. It provides search volumes based only on actual Amazon data, updated frequently. Keyword Research scours the depths of Amazon for an exhaustive list of customer search terms related to your seed keyword by running a Reverse-Market Lookup.
Think of it as a master reverse-ASIN lookup that reaches across all your Amazon markets, taking all of your top competitors into consideration instead of just one. The result is an enormous pool of relevant keywords for your searched product.
So if you’re looking for the most comprehensive, all-encompassing keyword report for your Amazon product, then say goodbye to Google Keyword Planner and check out Keyword Research today!
Using search volume to determine the number of giveaway units needed to drive keyword ranking is an extremely flawed method.
A significant number of sellers are running promotions and giving away far too many units in promotions. When asked how they are determining the number of units they are giving away, many sellers site their keyword tool. As a result of these bloated suggestions, countless sellers are wasting thousands of dollars in extra inventory and advertising spend.
In this post, I’ll show you what’s wrong with using search volume. And then I’ll walk you through the current best strategies for determining the right number of units for a giveaway. After running over 30,000 product launches, we’ve learned a thing or two about what it takes to drive ranking, including how to best estimate number of giveaway units.
Two Major Flaws In Using Keyword Volume To Estimate Giveaway Units
Flaw #1: Conversion Rate
Remember that sales volume, not search volume, is the important metric for keyword ranking. If there are a hundred-zillion searches per month for a product but only 10 sales, you only need to drive enough sales to compete with those 10 purchases.
Conversion rate from search to purchase can be drastic. We have access to some insider, Amazon data, and what it shows is that for some keywords, the percentage of searches that result in a sale can be as high as 50% and as low as 0.01%.
Talk about a drastic difference! That means if a keyword gets 10,000 searches per month, there could be anywhere from 5,000 sales to 10 sales.
There’s no way around this huge variation in conversion rate. What if you took an average? Let’s call the middle a 25% conversion rate. That would mean 25% of 10,000 searches are sales. So monthly sales would be 2,500. But 2,500 giveaway units isn’t going to do much if the keyword is actually converting at 50%. That would mean sales were actually 5,000.
On the other hand, it would be extremely excessive to give 2,500 units if the conversion rate was only 0.01%. In that case, you would have only needed 10 sales. But instead you threw away inventory.
As you can see, without an understanding of conversion rate, estimating giveaway units using search volume is very misleading.
Flaw #2: Sales Distribution
The second major flaw in determining number of giveaway units from search volume is the distribution of sales across search results. Sales distribution can be summed up with this simple question: what percentage of shoppers who run a search, purchase the #1 ranking product? What about the #5 ranking product? The #15?
If 100% of shoppers who search a keyword end up purchasing the #1 ranking product, sales distribution would be low. Actually, in the case of 100%, the distribution would be 0.
If 10% of customers purchased the #1 ranking product, another 10% purchased the #2 ranking product, and so on, the distribution would be higher and would look like this.
So what is the likelihood that sales distribution is consistent for most keyword searches on Amazon?
If you search, “AA batteries,” you don’t have to scroll very far before you find what you’re looking for. The products are all generally the same with minimal difference other than price and quantity.
Conversely, when shopping for, “father’s day gift” or “baby bandana bib,” style and preference are important considerations for shoppers. Prospective customers are much more likely to browse the results, ultimately purchasing the style, bundle, or color they like most.
Now that you understand what sales distribution is and how it can vary wildly, you can begin to see the second flaw in using search volume to estimate number of giveaway units. Keyword tools do not consider sales distribution. In fact, they don’t have any information about sales distribution at all.
And that’s a problem for you as you determine the optimal number of giveaway units for your launch. Sales distribution plays a critical role in the number of sales your product needs to outrank the competition.
For example, let’s say 80% of the sales for a keyword search are split between the top 5 products. If your goal is just to land in the top 15, then you don’t actually need to compete with those top 5 products. You only need to match the other 20% of the sales for that keyword.
If you did want to land in the top 5 for that keyword, you would need to match the sales of those top 5 competitors. That would mean giving away enough product per day to match 80% of the sales for that search term.
Now let’s look at conversion rate and sales distribution together. Say conversion rate is 2.5% for that keyword with 100,000 searches. That’s 2,500 monthly sales. And if 80% of sales are distributed among the top 5 listings, that means 2,000 monthly sales are going to those top 5 sellers.
So if you want to land in position 6 – 15, you only need to compete with the remaining 500 monthly sales. If we assume that sales distribution between products 6 – 15 is even, we can estimate that each product has about 50 sales per month. Divide that by 30 days in a month, and you’ve got about 2 sales per day, or 2 units a day that you need to give away in your launch.
As you can see, estimating the number of giveaway units needed to be sold per day to match competitors is highly dependant on the conversion rate AND the sales distribution across the results. Both of these numbers are currently unknown to existing tools and can vary significantly across searches. These factors are what make keyword tool calculations a shot in the dark at best when it comes to giveaway unit recommendations.
How to Estimate the Number of Giveaway Units
First, let’s talk about how a launch works. The idea of a launch is to match or exceed the number of sales for listings on page one for your targeted keyword in a short amount of time. We recommend 7 days, as Amazon recognizes sales history in 7-day buckets.
In order to sell a large number of units in only a few days, you’ll likely need to use a giveaway platform. But how do you determine the number of giveaway units you need to match or exceed the monthly sales of your competition?
Unfortunately, there is no simple or straightforward answer for you just yet. We will, however, share the processes we have used here at Viral Launch to estimate the number of units to give for tens of thousands of launches over the last few years. We guarantee that this approach is far better than using search volume to estimate the number of giveaway units you need for a successful launch.
Step 1: Know Your Keywords
First and foremost, knowing your main keyword is critical to a successful Amazon business. Using an Amazon keyword tool such as Keyword Research, allows you to identify your product’s most relevant words. A good tool will help you prioritize by showing you search volume and relevancy for each keyword. We call that our Priority Score.
Step 2: Determine Your Budget
Your budget for your promotional campaign is an important factor in determining which keyword you should target. The higher the sales volume, the more units you will need to rank alongside the page one performers. If your budget is big, go for a keyword that gets a lot of sales. If your budget is smaller, go for a keyword with fewer sales.
Step 3: Determine Monthly Sales Volume for Your Keyword
Once you have selected the keyword you’re going to target based on your budget, search volume, and relevance to your listing, you need to determine the number of giveaway units to get ranking on page one.
Use a sales volume estimation tool like Market Intelligence to determine the number of sales your page one competitors are doing each month. This will allow you to see the sales volume you need to match or exceed over at least a seven day period.
A simple way to do the math is to take an average of sales for listings on page one you are looking to rank alongside. Let’s say you are looking to rank in the top 5 positions for your keyword and the average sellers are selling 3,000 units per month (100 units per day).
From your keyword research in Step #1, you should have a good feel for your market’s most popular keywords. Let’s say there are 2 high volume keywords, each highly relevant to your product market.
We would suggest giving away at 50% of the average sales volume. So 1,500 units per month or (1,500 / 30 days = 50 units per day) 50 units per day.
Multiply that by a minimum of 7 days of promotions to equal a suggested giveaway of 350 units.
We understand that the math is not perfect. There are potentially hundreds of words these top performing products are generating sales through, including PPC, outside traffic, etc. We are working hard to develop a solution for better determining the number of sales per keyword as well. However, until we have this more granular data, we are relying on this tried and true method of determining the number of units to sell from a solid metric, sales volume.
Now that you understand the technique behind creating a giveaway strategy based on sales volume, NOT search volume, you can apply some of these techniques to your promotions. No matter what traffic source you’re using (i.e. discounted promotions, Amazon Sponsored Ads, or Facebook promotions) to reach page one, you need to match or exceed the average number of sales for your targeted keyword.
Basing these giveaway estimates on search volume alone could cost you tens of thousands of extra dollars and cut into the bottom line of your business. Take advantage of the advice and knowledge of the true Amazon experts at Viral Launch and make sure your next promotion sets you up for success.
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.
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 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.
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.
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.
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.
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?
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.
Yeah, that was not too long ago.
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 –
It’s huge. It’s huge.
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
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?
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.
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.
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?
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 –
Specific keywords that we’ve searched.
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.
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
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.
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?
So okay, what is one of the number one things that is wrong with keyword tools out there presently?
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.
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.
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
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?
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.
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?
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.
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.
In other words, what are people, what keywords are people searching for that competitors are not putting or prioritizing in their list, basically?
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
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.
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.
Yeah. Casey, is there anything else you want to let our listeners know about Keyword Research?
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.
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.
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