AS 38: Going deep into Amazon Product Listing Keywords
25 Jul 2016
What’s up guys, grab that coffee out, this is the Amz Secrets show and your host, David Aladdin.We are live at the international command center outpost #183. I’ve built this show to jump past the basics, and into the real Amazon core. How’s everyone’s businesses doing.
Today’s a cool day. We’re going to talk in-depth, better backend keyword decriptions and how to take them to the next level. I was doing a lot of testing, experimenting, and most of all, OPTIMIZING.
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But before we start, without further a-due, your quick, top of the morning Amazon News:
News Flash: http://qz.com/738620/birkenstock-says-amazon-is-rife-with-counterfeits-how-to-avoid-getting-suckered-into-buying-them/
The interesting thing about this is that counterfeit products actually may be authentic products, but not authorized by the brand. Many brands to day use may be leveraging private label products. The only difference today is that the ability to for new sellers to connect with these manufacturers has gotten easier. The counterfeit part part is when a seller decides to use the same brand as the big brand due to their already marketing presence and to jump on an existing listings.
For Birkenstock, the problem must be so bad, that they are leaving Amazon. I think this is a major mistake on Birkenstock’s CEO. Amazon is no longer a channel you can ignore. All of us existing sellers welcome any sellers to leave the channel, as there will be more buyers for us. Yes theres other brands selling sandals as your brand for $20 less, but your job is to improve your brand quality, rather than hide it from consumers. Your job is to continually innovate inside of the sandal market, rather than sell the same sandals for $20 more.
The move by this CEO, is a weak move. It’s a move that in my opinion weakens their brand. Many customers today search on Amazon to see if the brand they are buying is of high quality, has reviews, and then they may go ahead and buy it in the stores. Oh wait…usually it’s the other way around. A user will go into a brick and motor store, only to then compare online and buy it.
As for Amazon, lets not forget about them, as they are to blame for the influx of Chinese manufacturers selling on Amazon. I believe Amazon is starting to get negative press, as such from Quartz, and this negative sentiment will continue to grow. If this continues to happen, the questions moves from how will brands out-beat manufacturers brands. Will brands need to create their own factories in the future to survive. It’s not completely out of the question. If your pulling 10+ million a year, a miniature factory to create products might be considerable, where you design, develop and mass product your products. Tesla does this with cars…and that’s a much more complicated product than many of us are selling.
Amazon is caught in a weird spot. They are forced to allow manufacturers to directly sell because aliexpress is undercutting them and gaining market share. A Roomba bot in the U.S costs $800, a knockoff from aliexpress costs $200. A Microsoft Surface Pro costs $1500…a knock-off look-alike and similar functionality on ali-express costs $300. That’s a $1200 savings…on one purchase.
What Ali-express lacks is faster distribution to U.S customers. If they solve that issue, then Amazon could be in very big trouble, and I believe they see as a very big threat to their eco-system. Their reaction is thus a knee jerk, and a copy of what Ali-Express currently does. Offers direct access to manufacturers to sell directly to consumers.
The economy is quickly changing. Manufacturers that understand how to create brands and launch them, will be on top. It’s scary. But be ready to adapt.
Today’s podcast is going deep into Amazon Product Listing Keywords.
One thing we can do, that manufacturers, and most sellers don’t do, is my motto…continuous optimization of our brands, our products, and our product listings.
In this episode, we are optimizing our product listing keywords….the area in our backend that allows for 5000 keywords.
So I went down history lane, into my product listings for 2 products that were only selling 2-8 units a day, and I thought to myself, how can I improve these listings further?
Turns out I can do a lot. Recently, we launched Keyword King. And I wanted to see it’s effectiveness. I took all the keywords of my my first listing, copied them into keyword king, and it turns out, after running all the smart filters, I only had 1300 characters filled out out of 5000.
Wow David, That’s really bad!
Yes, I know, but you’d be surprised at how many fricken characters were in there already. I thought I was way closer to 5000 characters, when in fact, I only had 1/5 of the total allowable space.
My question here is…do more keywords in the backend per product listing, affect sales volume. I believe, they do, and they do drastically.
So oKay David, what’d you do next.
I started adding more keywords into product king, using the search function on left which populates most popular purchased keywords, I used PPC reports from the product, and I also used AmzTracker keywords. I continued pushing queries and copying and pasting that into keyword king.
Basically what happens, is as I add keywords in, keyword king continues removing duplicates, special characters, and other things that would normally hurt your product listing seo. It also properly spaced my keywords.
Literally within 10 minutes, I of copying and pasting keywords from multiple sources into Keyword King, I had two product listings done, I increased my keyword size from 1301 keywords to 3092. I’m still not at the 5000 keyword limit, but I’ve tripled my characters.
Another thing I did, was I converted my keywords into Spanish keywords as well, which helped increase my keyword count. And this functionality is directly build into keyword king, so you can 1-click convert into Spanish.
Why go Spanish david?
Spanish is used by over 55 million people in the U.S. many of which, Spanish is their only language. Now these 55 million people directly type into amazon in Spanish, so when their searching for pencil, they’re actually searching for “el lapiz” Now adding that to your backend will help your rank for el lapiz, and I guarantee you most sellers adding pencil do not add el lapis as a keyword. They barely even have 8 photos on their product lsitings. You can quickly rank for el lapis, as 5 seconds to add that. And that will result in more sales!
Boo ya. Wow david that’s pretty epic.
I know I know. So what’s next.
So this entire quest to optimize, drives a few questions:
Does tripling my keywords in the back end triple my sales? Does it increase my sales? Does it have any effect on the traffic that goes to my page.
Will removing commas from in between my keywords improve the traffic to the listing. Will it improve the keyword ranking per keyword?
Whooo. These are epic questions. And they will be answered in the future as we gather more data.
If your interested in test driving keyword king, we give it free for 7 days. I have no doubt, That you’ll find it extremely useful to selling more, and driving more relevant traffic to your page.
Remember, the keywords you input into your backend, need to be Relevant to your product. Don’t just add a lot of junk into the back-end. Be creative. Think adjectives, and multiple use cases of your product. Take your time.
I strongly believe the keywords we use in the backend, give’s amazons A9 algorithm more information to understand what we are selling, and thus gives you more potential relevant traffic.
Till next time, David Aladdin, Out.
-Also when I imported existing keywords, I was surprised at how empty my keyword lists were before doing this. Still working on building it to fill 5k, as seen here. The challenge is real.
-Used multiple data sets (ppc reports, smarter keyword research, and amztracker keywords, and combined them inside of keyword king)
I also recommend you save your initial keyword set as a different set, before adjusting to a new one so you can compare and contrast your specific results
Total keyword size before: 1301
Total keyword size current; 3092
-Will tripping the data set of keywords improve sales?
-Will removing commas and replacing it with spaces improve sales?
-Testing on 2 ASINS which average 3-8 sales a day.
FYI: Keyword King is a tool inside of AmzSecrets VIP.
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