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Question: How many steps does it take to find a high-return Amazon search keyword?
July 7, 2023
On Amazon, there are many popular search terms with high traffic and high clicks, and the top ASIN did not fully receive the huge amount of traffic. The conversion volume of these search terms is far less than the number of clicks. If your products meet these needs, you can add these keywords to your ASIN listing to easily increase traffic and conversions at a very low advertising cost or without advertising!
Through the “ABA Search Term Missing Method”, you can find all “click rate > conversion rate” keywords in just 7 steps and use them in the title, five points, product description, A+ page, image keywords, and advertising keywords, greatly increasing the probability that the ASIN will be displayed and clicked on!
Today, Xiaobian will use a popular consumer category on Amazon as an example to teach the “7 Step Method for Detecting Missing ABA Search Terms” step by step.
First, log in to Amazon Seller Central, click “Brand > Brand Analysis” on the left menu bar, go to the Brand Analysis (Amazon Brand Analysis, ABA) tool page, and then click “Popular Search Terms”.
🔹 The main categories have been clarified:
If you are a seller who has determined your main business category and want to optimize the click rate and conversion rate of existing ASINs, you can directly use the main category name or product segment as a search term, or you already have a clear target term to analyze, or you can directly use it as a search term.
Example: The seller specializes in waterproof backpacks, and you can use “waterproof backpack” as a search term.
🔹 Want to explore new category opportunities:
If you want to determine product selection by analyzing consumer trends, or further explore new product segmentation opportunities, you can search for target categories on the Amazon Marketplace and observe Best Seller product names to determine search terms.
Example: If a seller wants to enter the pet products circuit, they can open the Amazon Marketplace, search the “Pet Supplies” category, select Best Seller products according to their needs, and find the search terms in the title.
“Smart pet products” are currently a popular category. Among them, the number of searches for Pet Grooming Vacuum (pet hair vacuum cleaner) on Amazon has increased by more than 300% in the past 360 and 90 days.
Identify the search terms and start the “pick up the gaps” method right away!
Note: The case search term “Pet Grooming Vacuum” is for reference only. Sellers can select corresponding categories and search terms according to their own needs.
Enter the search term “pet grooming vacuum” in the search box, click “Apply” to generate a list of all search terms related to “pet grooming vacuum”, click “Download” and select “Excel ”, download the data locally for processing.
Tip: In the next step, you need to use the downloaded “Popular Search Terms Report” Excel sheet, and also create a new Excel locally for data processing.
🔹 Open the downloaded “Popular Search Terms Report” Excel table to view search terms related to “pet grooming vacuum” and their search frequency rankings.
🔹 Copy the “Search Frequency Ranking” column and the “Search Term” column in the “Popular Search Terms Report” Excel table to a locally created Excel, split each search term into multiple characteristic terms, and mark the search rankings for characteristic words.
Q What are “characteristic words”?How do you view search rankings for characteristic terms?
The following figure is an example:
① The search term “pet hair grooming vacuum” can be split into 4 characteristic terms: pet/hair/grooming/vacuum. The search frequency ranking for each characteristic term is consistent with the search frequency ranking of “pet hair grooming vacuum”, all of which are 75404.
② The search term “pet vacuum cleaners for hair grooming” can be split into 5 characteristic terms: pet/ vacuum/cleaners/hair/grooming, and the search frequency ranking for each characteristic term is consistent with the search frequency ranking of “pet vacuum cleaners for hair grooming”, all of which are 531739.
① The search term “pet hair grooming vacuum” can be split into 4 characteristic terms: pet/hair/grooming/vacuum. The search frequency ranking for each characteristic term is consistent with the search frequency ranking of “pet hair grooming vacuum”, all of which are 75404.
② The search term “pet vacuum cleaners for hair grooming” can be split into 5 characteristic terms: pet/ vacuum/cleaners/hair/grooming, and the search frequency ranking for each characteristic term is consistent with the search frequency ranking of “pet vacuum cleaners for hair grooming”, all of which are 531739.
🔹 The same characteristic term may appear multiple times and have multiple search rankings.
The following figure is an example:
The characteristic term “hair” appeared in the search terms “pet hair grooming vacuum” and “pet vacuum cleaners for hair grooming,” and the search frequency rankings were 75404 and 531739, respectively.
The characteristic term “hair” appeared in the search terms “pet hair grooming vacuum” and “pet vacuum cleaners for hair grooming,” and the search frequency rankings were 75404 and 531739, respectively.
🔹 In [Create an Excel Table Locally], calculate the search popularity of all characteristic terms. The search popularity of the same characteristic words is added to obtain the total search popularity.
Take the characteristic word “hair” as an example:
① The first line of the characteristic word hair search popularity = 1 ÷ 531739 × 100,000 = 0.19;
② Search popularity for the characteristic word hair in the second line = 1 ÷ 1588221 × 100,000 = 0.06, and so on;
③ The total search popularity of the characteristic word hair = 0.19+0.06+... +0.46=2.9 (sum of search popularity for each line).
① The first line of the characteristic word hair search popularity = 1 ÷ 531739 × 100,000 = 0.19;
② Search popularity for the characteristic word hair in the second line = 1 ÷ 1588221 × 100,000 = 0.06, and so on;
③ The total search popularity of the characteristic word hair = 0.19+0.06+... +0.46=2.9 (sum of search popularity for each line).
Note: In the calculation process here, only two decimal places are kept in the data.
🔹 Using the above formula, calculate the total search popularity of all characteristic terms.
🔹 In Excel, which was created locally, the top 5 most popular search terms are filtered.
The top 5 most popular search terms in this case are: kit, pro, p2, hair, dogs.
Tips: The popularity of search terms is high, which means that the more attention customers pay to these product features, sellers can add these highly searched characteristic terms to the product listing.
🔹 Go back to the “Popular Search Terms Report” and use the Excel filter function in the “Search Terms” column to enter the Top 5 characteristic terms to countercheck the search terms with the Top 5 characteristic terms, and obtain the click shares and conversion shares of the top ASIN with the most hits. (Top 3 ASINs were found in this case)
The following figure is an example:
Search terms containing “hair” and their related data are obtained using the Top 5 characteristic term “hair” in a countercheck.
Search terms containing “hair” and their related data are obtained using the Top 5 characteristic term “hair” in a countercheck.
🔹 After reviewing the search terms, count the total click shares and total conversion shares of the top 3 ASINs that were clicked in the “Popular Search Terms Report”.
🔹 Find the search terms that rank high in search frequency, the sum of ASIN conversion shares < the sum of click shares.
Tips: A high search ranking indicates that the search term has a high number of consumer searches and a high click rate on the Amazon Marketplace, and if conversion share < click share, it means that the ASIN corresponding to the priority display does not fully meet these needs. Other sellers' ASINs have the opportunity to convert this unreceived traffic!
Take the characteristic word “hair” as an example:
The search terms “pet hair grooming vacuum” and “pet vacuum cleaners for pet hair grooming” were found, which ranked high in search frequency, and the total conversion share of the Top 3 ASINs <total click share:
The search terms “pet hair grooming vacuum” and “pet vacuum cleaners for pet hair grooming” were found, which ranked high in search frequency, and the total conversion share of the Top 3 ASINs <total click share:
This means that the two keywords “pet hair grooming vacuum” and “pet vacuum cleaners for pet hair grooming” are cost-effective keywords in the Pet Grooming Vacuum (pet hair vacuum cleaner) segment!
🔹 Find N conversion<clicked search terms. Use them to optimize pages such as product listings, accurately “pick up gaps”, and seize more traffic that hasn't been converted to top ASINs!
The last 10 “missing” keywords obtained in this case are as follows:
Practical application:
Sellers can add the “missing words” they find to the title, five points, product description, A+ page, image keywords, etc. of their own product listings, as well as advertising keywords to efficiently block competitive traffic and increase clicks and conversions.
Sellers can add the “missing words” they find to the title, five points, product description, A+ page, image keywords, etc. of their own product listings, as well as advertising keywords to efficiently block competitive traffic and increase clicks and conversions.
In order to help everyone understand, Xiaobian also tried to record a practical video, which is ugly.
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Before entering Amazon, please read the registration guide video, prepare relevant registration materials in advance, understand the specific registration process, and help you start a store smoothly!
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