MUST LEARN Amazon SEO Strategies to Rank on Page 1 (Expert Tips)
Are your
Amazon listings feeling under the weather? Never fear because Jake the listing
doctor is here. Jake can treat you
in the most poorly performing listings. Oh Doctor,
you have to help, I let ChatGPT Write my listing. And now all my rankings have tanked. (Canned Laughter) So don't wait. Better call
Jake the listing doctor today! All right, Mr. Lenny, I pulled up your file here. Okay. And this right here is reverse ASIN search.
So basically, these are all the top
keywords that are driving sales or traffic
to your listing and it’s about 700 right now. Oh, that's great, right? It is pretty good. However, if we use these advanced filters
here, the first thing I want to do is see how many of those 700 keywords
that you're ranking for are high volume. So to do that, I'm going to use 500
as the exact minimum here. And by clicking apply,
you'll see that list now goes down to 66. So 66 is good, right? It's not bad. So, however, one thing I also want to do
here is coming over to this organic rank column. Yes. What does offer here? So basically, if I put 20 in here,
that's going to show us all these keywords that are high volume and relevant
that you're ranked within the top 24.
So page one, essentially. Okay, now click apply. You'll see that list cuts down to three. (Crickets) Ummm Is that a problem? That's a problem. So you're only ranking for these three keywords on page one,
and usually this is a listing problem. So maybe something in your title,
your bullet points your back end search terms perhaps, but you're not indexing on page one
at least organically for a lot of your search terms here. Okay. So would you say that this is a great way
to kind of prescribe how well your listing is performing on keywords
for anyone else that's out there watching? Absolutely. This is a good way of finding out
where you stand organically compared to your rankings. But now all we want to do is actually bring in your competitors,
your top competitors, and see what keywords they're ranking for
and that will inform you on what keywords you need to add to your listing here.
Okay, great. So how do we go about doing that? So to do that, let's clear
these filters here. And now what I want to do
is just run a search for one of these terms that are relevant.
So what will keep ads for dogs is probably the most relevant term
for your product. Yep. And then at this point, if we pull up
the Jungle Scout extension here, I want to get the top nine ations
and add them to keyword scout because it can hold ten raisins. But to do that first, I'm actually going
to remove all these sponsored product ads.
Typically,
you don't want to look at any products that are basically cutting the line. We're looking for organic ranking. So now at this point,
I'm actually to skip Amazon basics here just because they're Amazon, but I'm going to take these next nine agents
and then copy them over to keyword scale. So you're saying that we can have up
to nine competitors inside of keyword scale, including yours,
So up to ten Asians in total. But because we already have reason, we're
actually going to include nine more here. So then we'll search here. And now as we come down here, we'll see
a way bigger list now about 6000 keywords that all of these competitors,
including your Asian, is ranking four. Okay, That's great tonight.
So do we want to work
with all 6000 keywords here? So 6000 is going to be a lot
to try to squeeze your listing. Right. So really, our goal here
now is to use the filters to, one, find the highest volume keywords and two,
to find the most relevant keywords. Also, to do that for high volume. First, I like to use this exact match filter here
and I'm going to put 500 as the minimum.
So only show me keywords
where customers are coming on Amazon and typing in 500 times
each month or more. Right now this is pretty arbitrary. 500 and your niche, it could be 201,800. So just play around with that. Just from experience on this niche here,
I'm going to add 500 to begin with. Okay. And now as we apply that filter,
we went from 6000 to 5 here,
which you know is a lot better than 6000.
Okay. Would you work with with 500
or is that still too many? What do you think? 500 is not bad. But one thing I want to look at
now is the relevant keyword. So if we scroll down this list here, let's
see if we find any irrelevant keywords. So here's a good one. Incontinence pads for woman. Now, obviously you're selling a dog pads,
right? Right. Yeah. What I'm curious on if we scroll over here
is how many of these competitors are ranking for that term. In this case,
we can use this organic ranking Asians count filter,
and we're only seeing one competitor. So of these nine competitors
here, for some reason, one of them is ranking on that irrelevant term to try
to get rid of a lot of those keywords.
We can come back up here
to these filters here and in this one right here in the Asians,
count one, we can put three. And the reason we're going do three
is because if three competitors are ranking on a term,
then that's a pretty good indicator that maybe you should be
ranked on that as well, because sometimes one or two competitors might rank for a you're relevant term
that maybe doesn't relate to your product. You have three competitors are ranking
four in your niche. That's a good sign that maybe you should
be ranking for that keyword to right. That makes sense. And now we went from,
you know, 500 to 103 keyword. So this is so much better,
way more manageable to actually
try to include these in your listing. So for anyone out there
that's looking to like narrow down to the high search volume
and most relevant keywords, would you say that somewhere in here is a
is a good amount to aim for of say maybe 100 to perhaps
500 keywords? Yeah, I'd say keep in mind first with keyword scout,
the 103 here is referring to phrases.
So you're going to see similar words like
we see pads in the first two keywords. For that, I would probably recommend
anywhere from 100 to 500 or even potentially into a thousand,
but I'd be really careful in that and maybe try to weed it down
to like the 500 mark. So we have 103 keywords here. I think that's pretty good,
but we can always come back later and add more if we need to. Real quick,
what I want to do here is actually look at this
first keyword puppy pads, right? It's your highest volume keyword here
at just over 161,000 monthly searches for. But if I scroll over here and look at
these columns here that are organic. So for example,
there are 2000 products on Amazon that organically showing up
for the search term, right? Yeah,
but you're ranked outside of the top 100 now of the six competitors
that you're looking at.
So there's actually a few
who aren't ranking for this term yet. Six of those competitors are there. Our average organic rank is 36,
so significantly better than yours. That means you're ranked
seven out of six here. So this is a perfect example
of a search term that you really want to weave into your your title,
your bullet points, really everything. You're back in search terms and your images, really everything
you can add to get more people to realize that this is a good product
and they should click on it.
And Ryan, you want to add this
really anywhere you can to your listing. And just so I can clarify,
you're saying that because six of my top competitors are ranking on this keyword and it's got obviously a lot of search
volume, therefore it just sort of double proves that this is a keyword
that I should be considering. Absolutely. So what we're going to do here
is just take all these keywords and add them to a killer list now. All right. So we've got a keyword list now of the top 100 highest search volume,
most relevant keywords. But now how do I go about optimizing
my listing? What do you prescribe here? First off, you know I'm a doctor, right? So in order to create data driven
listings, both quickly and effectively, I'd recommend
using a tool like Listing Builder that helps simplify
the optimization process.
So here I've just imported your listing
and added in your career list. Now we can quickly scan your listing to see
all the highest volume keywords in green, meaning volume, keywords in yellow
in lowest volume, keywords in gray. You also have these key word banks. This one over here helps
keep track of all your used keywords, and this one over here helps keep track of all of your keywords,
including the ones not being used in your listing. So for example, here it looks at you're not using the word chuck
anywhere in your listing. What is Chuck I don't know what that is. Where did that word come from? So, you know, right now we're just looking
at a bunch of keywords in a bank. We want to take out the keywords
and just look at the phrases. Now what we can do
is see where every keyword is coming from. Now, if we come in here,
the medium volume keywords, this is looks like it's coming from Chuck's
pad wash well, So that's the phrasing.
And it's getting over 4000 searches
each month. Okay. I mean,
that's like a lot of search volume there. But I still don't know
what that is. Do you? I don't know. No, no idea. Okay, let's ask my favorite. Okay. It looks like these get used
in the health care system. They get used with humans. So why should I add this keyword
to my listing? How do I know that it's even relevant? That's a really good question.
And I'm also curious about this as well. But one little trick we can do
is head over to keyword scout and enter that term in here
to find other relevant keywords. Okay, So now I come down here to the bank
is we're going to find a bunch of other terms
that people are using to end up buying this type of product. So it actually looks like that puppy pads
and dog pads and pads, the three words
directly underneath Chuck's pee pads here.
So it does look like people
are coming to Amazon to buy Chuck's pads. But then end up buying puppy pads as well. So I think your product,
this is a good use case that you may not be familiar with. Obviously, there's a connection there with puppy
pads, dog pads, but I'm super curious if my competitors are using this keyword
or how many of them might be right.
So to find that out, what we can do
is actually go back over to that search that we had where we were looking at
all of our competitors, right? Yep. And I just want to find that keyword. So I'm going to enter that here in the includes
keyword filter and then click apply. So now what we can do is use this top
keyword here, which is that keyword. Scroll over here and find that, okay,
so about three of your competitors are using this. Wow. And you're actually ranking
for it as well. But you're in the fourth position and you're actually showing up
in sponsored product ads as well. So it looks like maybe
an automatic campaign is picking that up. So it is a relevant term
that people are typing in and apparently buying from you
as well as your competitors.
Okay, cool. So I should be using this keyword, but
at the same time, I don't want to confuse anyone that I'm selling chucks
pads washable. So what's the best way
to use this keyword? So yeah, you're right. You don't want to use that in your title
or maybe in your bullets or description. So this is a great example of a keyword
that I would actually add to the back end keywords here. So you can add chucks in here
because we already have the term washable and pads, right?
And you're listing, right? So Chucks
is the one that you want to add in here.
Now, I also did notice on tag beat that
Chuck Spo with a x also worked as well. Now actually
people are searching for that as well. So I'd add both those in just to cover it. Okay, great. So should we keep adding back in search terms in or is there something more impactful
that we can do to optimize this listing? Yeah.
So we sort of went off track
a little bit. That's okay. You know, we were looking at that keyword
that was at the top of the bank. You know, backing keywords are great, but
I would spend the majority of your time and really most of your effort
on optimizing the title, your title's most heavily weighted section of your listing
from Amazon's point of view.
So you really wanna spend
a lot of your effort there. So on Amazon, a good product title will have
your brand name at the front, followed by the most relevant and descriptive
phrase of what your product is. And after this point, in no particular
order, it's best to list the benefits, the use cases in any specifics
like the size or variation name. But here's the thing you don't just want a keyword stuff,
your highest volume keywords. So as with your entire listing, making it readable is the key
to increasing your conversion rate. Okay, so let's head over to your title
here and start to optimize it. Now, when I'm looking at your title here, let me ask questions like,
Do you think in the beginning here we have double accretions, which is great,
that's your brand and then pads for dogs.
Do you believe that
to be the most descriptive and most intentional word
that you can add here? I think that sounds right. If I also just kind of
look over at our keyword bank here, I can see it's got 59,000 searches. So I feel like it describes
the product and also has a huge amount of search volume,
if not one of the highest there. I think. So. What do you think? Yeah, I would argue you could actually
be more descriptive here. And although okay, you know, it's a little bit lower search volume, washable
pads for dogs at 20,000 monthly search searches in my opinion,
would be a higher intentional term.
That you should put in here. So you add washable in here. The reason I'm going to make
this case is because, you know, there are disposable
options on the market. So when you're selling your product here,
I think it's really important to have the image to make it very clear
that you're selling washable pads rather than disposable. So in my opinion,
I would put washable over there, even though it has lower search volume, but you're still getting the the added
benefit of having pads for dogs in here. You know, Amazon's not looking for
your keywords to be in one single phrase. I mean, also there's no
benefit of repeating keywords. So in my opinion
this is way more descriptive. Okay, that makes a lot of sense because we know some of the biggest
keywords are things like puppy pads. And probably the most common thing is when you go to puppy
pads is the disposable one. So that's definitely something
that a lot of people are looking for when they see our product. So it does make sense to be clear
that ours aren't the disposable ones and they are these reusable or washable
pads.
Okay, so what I hear you saying here
is that we should be considering our highest search terms in our title,
but at the same time also be kind of marrying that with the intent. And sometimes there might be a slightly
higher, higher intent keyword that maybe doesn't have as much search volume,
but it might be a better fit for a title. Exactly. And then also, as we work through your title, as well
as just the rest of your listing here, keep in mind, our goal here
should be to get to at least 70% of our keywords used,
and right now we're at 59%. So yeah,
we want to add in as much keywords as we can
and hopefully high volume keywords. But we also want to marry that with intent
and make sure it's the most relevant keyword or most relevant
title you can possibly make.
So let's work on the Russ's listing and try to turn some of these yellows
and grays into greens. Okay, cool. So I can see on the pads
incontinence, excel a yellow. I can even see a couple of gray ones,
which I imagine isn't good. We've got wellbeing and breed and these are the words that we're going
to start trying to swap out thing. So yeah, so let's start
maybe with under pads here and maybe referring to our list over here. So we're trying to include
the highest volume keywords in green and also make sure it's readable. Okay, we don't want to keyword stuff,
so we're going to be looking at these keywords that we haven't used
here. We've got things like bed, puppy
pads, mats, playpen, this this is what we're using. Exactly.
I'm trying to think where. So where should we start? Here
with bed, perhaps. Where would bed
fit in here as a replacement.
So, yeah, well,
being box liner is one of the use cases. So we're saying whopping box liner is
one of the use cases for this. Do you think perhaps, you know, bed liner would be a better use case
to put here in the title? I think that works. So so that would change a gray
and actually it would get rid of box which is a green. But I think potentially
that could be better.
As we can see, bed is a green keyword there and bed liner
would be a very popular phrase as well. All right. So another yellow on here is under pads. If we go over and look for any words that
are similar, I guess I'm drawn to Mat. Do you think Mat would work
as a replacement? That's a good idea. A trendy mat looks a very positive phrase. I can see that under pads there has just
under 4000 searches per month. But I can also say that MAT has 50,000. So definitely like an improvement
there in terms of search volume. Absolutely. And then, you know that gray
one here for training, it makes sense. I would I would keep that in here
for potty training. That makes sense.
I wouldn't remove it. Right. So I guess we work on now
to the incontinence one here potentially that there's a better keyword there. You know, it isn't a bad keyword there. I so I think even puppy
playpen might be interesting. It's one of the keywords here
with 37,000 search volume. What's the incontinence? It's only 1300.
Yes, 13 4000 there. So yeah, I think that would make sense
for puppy playpen. Yeah, I think that still reads well. So I guess that's like one of the things that we're thinking about
as we're doing this. We want it to be readable
and make sense. Exactly. You also want to keyword stuff
for the sake of having all green. So for example, here,
like our next yellow keyword XL, unless the term extra large was green, okay, I wouldn't change that
because it's shorter and makes more sense.
In fact, that's gray. So. Right. So XL is sort of more common
or is going to be better for us anyway. It just reads better in my opinion. Subjective, but I guess now Breed
would be the last one here. Or are there any keywords that we could
potentially replace breed with? Oh, I mean, I can see the word
pet that that's got 24,000 searches. Let's see
where is small, medium, large or XL pet? I think it reads well. And if we if we look at breed, okay,
so Breed only has 200 searches. So I think it would make a lot more sense
to put in pet as that still seems readable to me. But you know,
it has a lot more search volume behind it.
I agree. Okay. So
do you think we need to do any more here? It looks like we have improved
the level of yellow to green quite a bit. Where are we at with our keywords?
We're pretty good. So we passed the threshold of 78,
which is great. We did that on our title alone
and that's the goal. We want 70% of our keywords
added to our listing in general, including the bullet points, description
and back end. However, your title again
is the most heavily weighted section, so if we can fill that, that's great. In fact, I'd be really curious
what would happen if we deleted all of our other feature
point or feature keywords description to see where we're out there. But you know, seeing 70%,
that's great so far. After writing an optimized title,
your next step is to focus on your bullet points and just know that
while it is important to add more of your keywords in here and the main goal
should be to drive more conversions.
So we'll now go through and try to add more of our medium and low
volume keywords to our bullet points, but also just keep in mind that you don't need to repeat any keywords
they already have in your title. Okay. Now moving on to the product description,
so we're currently using A-plus content so we can actually skip this section,
but if you're not brand registered for the section, it's best to, you know, reiterate your features and benefits
that you wrote about in the bullet points.
Put in more detail
as you're allowed up to 2000 characters. And keep in mind, when a customer
shopping on the Amazon mobile app, the product description
is actually ahead of the bullet points. So you really don't
want to skip the section. Okay. Now moving on to your back
end search terms, as long as you created a strong keyword
list, there's no reason why every single keyword here
shouldn't be highlighted. And again, there's no benefit in actually repeating any of the words
that we have already in our listing. So just make sure you scrub
through your keyword bank and add in only the strongest keywords that'll help drive
more traffic to your listing. So now up here at the top, you can easily
sync these changes over to Amazon. And once those changes go live,
you'll now want to shift your focus from SEO to conversion rate optimization. That's
because when you get additional traffic, you want to make sure that a good percentage of those who land
on your listing convert into a sale. So what are the best ways to drive
more conversions is by increasing your product reviews.
But if getting reviews is something
that you struggle with, we made a complete guide on the best strategies and show
you exactly how we went from 0 to 500 reviews within our first year
of selling a brand new product. So make sure to watch this next video
to learn.
