#284 – 22 Keyword Research Strategies for 2022 – Part 2

The only thing that compares to how slow 2020 crawled by is how fast 2021 has went! In the spirit of prepping for 2022, Bradley is back with 22 Amazon keyword research strategies in a very special edition of The Serious Sellers Podcast.

In Part 2, Bradley tackles keyword relevancy between markets, navigating “forbidden keywords,” and one special bonus look at a brand new (non-Amazon) Helium 10 tool!

In episode 284 of the Serious Sellers Podcast, Bradley discusses:

• 01:50 – When Amazon Recommends A Keyword, It Doesn’t Mean That It’s Always Right
• 03:40 – The Power Of Brand Analytics In Searching For Keywords
• 06:20 – Relevancy Is Important To The Amazon Buyer
• 10:50 – In Different Marketplaces, People Search In Different Ways
• 12:15 – Look For Keywords That Aren’t Search Terms
• 15:25 – Keyword Research, Defined
• 19:10 – Emotional Connection Keywords From Your Competitor’s Or Your Own Reviews
• 22:10 – Look For More Keywords Using Magnet’s Smart Complete
• 25:20 – How To Get Indexed For Forbidden Keywords
• 30:20 – Explore “Frequently Bought Together” For Semi-Unrelated Competitors
• 33:30 – Search For New Competitors In Your Niche Using Helium 10’s Market Tracker
• 35:30 – BONUS: Utilize Helium 10’s Walmart Tools To Get More Juicy Keywords

Transcript

Bradley Sutton:

All right guys. In the last episode, I couldn’t get to all of my keyword research strategies. So this is Part 2 of hopefully 22 Keyword Research Strategies for 2022. How cool is that? Pretty cool I think.

Bradley Sutton:

Want to enter in an Amazon keyword and then within seconds, get up to thousands of potentially related keywords that you could research? Then you need Magnet by Helium10. For more information, go to h10.me/magnet. Magnet works in most Amazon marketplaces, including USA, Mexico, Australia, Germany, UK, India, and much more.

Bradley Sutton:

Hello everybody. And welcome to another episode of the Serious Sellers Podcast by Helium 10, I am your host Bradley Sutton. This is the show that’s a completely BS-free, unscripted, and unrehearsed organic conversation about serious strategies for serious sellers of any level in the Amazon or Walmart world. And this is now Part two of a two-part masterclass on keyword research. I went into the last episode thinking I was going to knock it all out in one, but that was wishful thinking as I could only get to 11 strategies. So my goal I said was, I’m trying to do 22 strategies for 2022 here. So, I’m going to give you from 12 to 22, maybe even more. We’ll see how it goes. But anyways, if you guys just happen to land on this page, pause this. All right, guys, pause this, go back to the last episode and listen to the first 11 strategies, because it’s kind of important that you do it in this order, right? So don’t skip here. If this is your first keyword research podcast your listening to, pause this and whatever, you’re listening to this, go back, find the episode right before this and listen to that first. All right? Let’s get into it.

Bradley Sutton:

Strategy number 12, alright? Strategy number 12 is Amazon recommended. So where we left off was in 7, 8, 9, 10, 11. We were all in the Helium 10 tool Cerebro, alright? And I had mentioned earlier, one of the data points we’re looking at are the keywords that Amazon recommends.

Bradley Sutton:

Now, this is not meant to be taken as like gospel. All right. In other words, just because Amazon recommends a keyword that does not mean that it’s always right. It’s just, you know, whatever Amazon internal algorithm, say for advertising, they’re like, “Hey, if this is your product, we feel that you should advertise for this keyword”. Alright? So we have access to that data point. And what that data point is, it’s a scoring system, like from 1 to 999. So if the keyword for a product has a score of 999 in Amazon’s internal algorithm, basically what that means is that that product, this is like the number one keyword that Amazon recommends for that product pressing keywords that you, that didn’t show up in those other searches that we talk using those other strategies. And so you can find some golden keywords that Amazon recommends, right? That’s strategy number 12.

Bradley Sutton:

Let’s go skip a little bit here. I talked too much about Cerebro in the last couple of episodes. So let’s just go outside of Helium 10, alright? So this is something that anybody can use with brand registry. Strategy number 13 is using brand analytics, right? What you see in brand analytics more often than not are very similar to the keywords that you’re going to find in Cerebro, just by nature. You know, we are not getting these keywords from brand analytics or anything. I mean, like I said, the keywords that are in Cerebro come from three places where products are organically ranked, where they’re ranked in sponsored, and what Amazon recommends them. But obviously, if something is organically ranked, like on the top of page one, it’s probably going to be one of the top clicked. So what brand analytics and Amazon is showing you are, what are the top three products that were clicked for a certain keyword on a certain timeframe?

Bradley Sutton:

The three timeframes in brand analytics that you have is like a daily one, a weekly one, and a monthly one. Alright? So what I like to do for brand analytics is sometimes I’ll still check, like I said, like 98% of the time, I’m not going to find new keywords in brand analytics that I didn’t already have in Cerebro, at least higher search volume ones. You know, I might find some lower hanging fruit there, but what I like doing is using the historical functionality of brand analytics. So what I’ll do, because remember Cerebro is kind of recent. It’s like in the last 30 days, right. But what I’ll do is if I see a product as in selling on Amazon for like six months or something, I’m going to go, and I’m going to look at what brand analytics was saying like three months ago, or four months ago for a certain keyword, maybe there were different products that were doing well, or maybe there’s a product that just went out of stock like a month ago.

Bradley Sutton:

And so Cerebro doesn’t have, you know information on it because it’s already been, not ranked for like the last month, but maybe I’ll go back and I’ll find some more products or some more keywords that might be interesting there in brand analytics. So brand analytics, guys, strategy number 13, make sure to take a look at it, especially when you want to look at historical information. Alright? Another way to look at that. I’m still going to call this. I’m not going to do a cheap strategy, or like I said, I’m trying to get the 22, but I’m still going to call this part of strategy 13, is look for sales peaks. Alright? So let’s say those top competitors, right? Those top competitors had sales peaks on certain weeks or certain days. How would you find those sales peaks by using Xray.

Bradley Sutton:

So I would be on that page. I’m looking at the Xray for like last year, and I see like a huge sales spike. Let’s just say five months ago on a certain week. Well, what I’m going to do is I’m going to take that ASIN put it in brand analytics, right? And I’m going to go to that week in brand analytics, historical information and see what were the top click words, because probably whatever is the top ones here. As far as the searches goes, these are going to be the keywords that might have brought them that spike. And it’s not always the same keywords that’s now. So that’s another way to look at brand analytics, alright?

Bradley Sutton:

Let’s go to number 14. This strategy is kind of general. Guys, and it’s talking about relevancy. Relevancy is super important when we’re talking about the Amazon buyer. So, we talked about earlier last, in the last episode on how you can kind of determine if a keyword is relevant or products are relevant to the keyword and vice versa, right? Using the tools? But, this is more of a conceptual idea, guys. Here’s an example. Let’s say you typed in “coffin shelf”. Well, I guarantee you what’s going to come upon the coffin shelf. Results page is not 50 coffin shelves. There aren’t even 50 coffin shelves being sold on Amazon. After like the first three or four lines of coffin shelves, you’re going to start seeing some other products mixed into there. And it could be some of these products are at the very top. Some of them might be you know, the last time I checked, you know, coffin mirror, we talked about a moon shelf, might show up a coffin, shaped up key holder or key hook, whatever, right?

Bradley Sutton:

These products might show up. Now, these products are on the same page as your main keyword. If you have a coffin shelf, you type in coffin shelf, these products are showing up, but these are not your competitors. So when you run all of those strategies I talked about last week, and this week in steps 7 through 12 or whatever it was in Cerebro, when I mentioned getting top products and top selling products, don’t just sort it on the page by the top selling ones that you see, because maybe the top selling one is a moon shelf on the coffin shelf, but I really don’t care overall what the top keywords of moon’s shelf are, there is a way you can get some things from there. I’m going to talk about that in a future strategy. But my main thing of when I want to find the top 10 or 15 keywords for a niche, I have to only be looking at what are the products that are relevant to my product.

Bradley Sutton:

Alright? What are the ones that are relevant to my product? They have the same function. They have the same form. They’ve got a similar price. You know, like in other words, a coffin shelf and a coffin mirror might be similar, but the keywords that are driving sales to both of those are going to be different. Let’s just say I have a coffin bookshelf. That’s $200 because it’s huge. It’s an oversized item. And I have a mini coffin desk shelf that’s $25. They might both be coffin shelves, right? But if mine is the mini coffin shelf, I am not going to consider the big coffin shelf, a competitor with my product. Why? Because the customer who is buying a $200 bookshelf is not necessarily looking for the same thing as somebody who would be looking for a mini coffin shelf, where they can put, you know, some Legos inside or something.

Bradley Sutton:

Oops, I forgot Lego is the word. There’s no– I learned from that show Lego Masters. And we all know that Lego is a big customer of Helium 10. I don’t want to offend them. So Lego, not Legos. There’s no such thing as a Lego with an “S.” Anyways, I am not going to use that big coffin shelf as one of my main things that I’m looking for the keywords. So again, think which ones are relevant to your product, right? And the same thing goes for the keywords. When you run these searches, guys, you might find some key– You know, here’s a mistake that people make. They say, “Oh, I ran the Cerebro search and I found a lot of irrelevant keywords”, right? Well, number one, Cerebro is not a tool where it just magically shows you relevant keywords, right? It does what we says it’s going to do. We’re showing you the keywords where it’s ranked organically and the top 306, where it’s ranked for the top sponsored. It’s not something that says, “Hey, any keyword that comes up in Cerebro is a hundred percent relevant”. No, that’s not what we’re trying to say. Secondly, don’t always discount relevancy What’s relevant to you might not be relevant to somebody else. What’s relevant to somebody else might not be relevant to you. So, just because you think you see a whole bunch of things that are like, what you think are irrelevant, let the data, tell you otherwise. In other words, if all the top sellers are all ranked in the top 10, no matter how much you think it’s irrelevant, kind of doesn’t matter, because guess what? It’s relevant to the buyer. These products would not be in the top 10 of a keyword of a high search volume keyword if it didn’t have some kind of relevancy. So again, the R word relevancy is a very subjective term, but it’s very important to think about when you’re talking about your strategy.

Bradley Sutton:

So that’s strategy– What number are we on? I think 14? 15. Let’s talk about doing research in other marketplaces and languages. Number 15. What I said for all– until now, all of the strategies using Cerebro and other tools is all about one marketplace, right? So let’s say I’m selling in US. I’m selling in Canada and selling Mexico. I’m not just doing all these keyword searches in the US and then I’m just going to go translate my listing, or, I mean, in the case of Canada, just copy my listing, or I’m not going to go, just translate my listing to Spanish based on what all these research and keywords I did, because in different marketplaces, people search in different ways.

Bradley Sutton:

I’ve given a lot of examples about collagen and peptides, how even in English, speaking countries like UK, Canada, US, the top search keywords for cough are collagen peptides. They’re different. It’s not collagen peptides. Like it is in the USA. You know, some places is collagen powder. Other places, hydrolyzed collagen is the number one keyword. So every time you go into a new marketplace, guys, don’t just hire a translator to translate your American listing or whatever listing you entered in. Do your research from scratch. Again, Helium 10 is available in like what 10 or 11 marketplaces for all these keyword research tools. If you’re going to be in all 10 of those marketplaces, you’ve got to do keyword research 10 times. Yes, translation is going to be part of it at one point or another, but even if you hire a translator, make sure those guys are using Helium 10 and doing the research in these other languages.

Bradley Sutton:

Let’s go to strategy number 16. Strategy number 16. Don’t look for only search terms. Look for keywords that aren’t search terms. What the heck is Bradley talking about? Search terms, guys is what people search for. It’s the keywords that people use. Let me just take a step back here. Let me take a step back. And I probably should have done this in the last episode, but about keyword research. Why is keyword research important? Keyword research or search term research is the backbone of sales on Amazon. So like, what I always give the example of the analogy of the buyer journey. Think to the last time you, you whoever’s listening right now in your car, in your house, whatever. Think to the last time you bought something on Amazon, what was the process like?

Bradley Sutton:

You first had a need. Alright? The last thing that I personally bought on Amazon was a microphone right now. Why did I buy the microphone? Well, a need came up. What happened was my Helium 10 microphone that I have, by the way, guys type in Helium 10 podcast microphone. If you want to buy a Helium 10 microphone on Amazon, there’s my little search find buy. But anyways, every single time I travel and you guys know, I travel like all the time, I would always get stopped by TSA because the Helium 10 microphone, I guess, looks like a weapon, or I don’t know what, but every single time I would be pulled off to the side and they would open up my bag and they say, “Oh, it’s a microphone in my bad. Go ahead. You can be on your way”. So I was kind of tired of dealing with that.

Bradley Sutton:

So I’m like, I need a different microphone. Like I’m gonna use a Helium 10 microphone at my house, or if I’m in a place for a while, but I need something more portable that is tiny and doesn’t look like a big gun or something. Right? So that was the need that came up. Now, what is the next step? The next step is I went to Amazon. I searched for it. Now, I couldn’t put my brain into Amazon to, to like read my mind of what I needed. And I also knew I can’t just type in, Hey, let me a microphone that does not look like a gun for TSA. No, I mean, I didn’t think that that would be what I would use to find the product. I thought in my brain of what search term, best defined that image in my head of what would solve my need.

Bradley Sutton:

The image in my head was like, Hey, this is going to be a microphone. That’s small. It’s not, maybe it’s plastic. Maybe it’s metal. Maybe it costs like between 50 and a hundred dollars. It’s gotta be a condenser mic because that’s what I needed. And so what search terms up with, I forgot what search term I use. I think I might put up portable podcast microphone in my mind. That’s what I came up with two to define the need, right. And sure enough that– I found the microphone that I wanted to buy through that search. All right now, number one, that was the way that I found that product that I bought, but other people are probably searching other keywords. Some people might just say, portable microphone. Some people might say plastic mic. Some people might call it in Spanish. You know, micrófono portátil or something like that.

Bradley Sutton:

Portable microphone in Spanish, right. Everybody has different ways to define that. But, and that right there is the crux of keyword research guys. Keyword research means how can you identify all of the possible keywords and search term combinations that people would use to type in order to describe your product? And in order to describe something that in their minds matches the needs of what they’re looking for, of why they’re shopping on Amazon in the first place. Does that make sense, guys? This might seem like a simple concept, but you can imagine how many Amazon sellers don’t even understand this. All right. Super important. Again, keyword research means identifying all the potential keywords that somebody could use to describe your product so that you can make sure that you at least show up for, or index for these keywords. Now, that being said, until now, we’ve talked all about in keywords search terms.

Bradley Sutton:

These are all things that people use to type in just like the keyword that I use. Micro portable microphone for podcasts. That was the search term that I use. What I’m saying here. And step number. What am I in 16? Don’t just look for search terms. Keyword research is about finding keywords. Sometimes that people do not type into the search engine. Huh? What are you talking about Bradley? Here’s what I’m talking about. Do you remember that? I said that what I was thinking about was, “Hey, I need something that is not going to set off TSA”. Now again, in my mind, there’s no way I’m going to type that into search terms, but that’s actually what I was looking for. Right? So guess what? I am positive that I’m not the only traveling podcaster who has this problem, you know?

Bradley Sutton:

Right. There’s probably other people who have this problem too. They’re not using this as a search term. Right? But it’s important to identify these keywords. You know, I know this because it’s my problem. But if I’m a manufacturer of this microphone, would I just automatically know that somebody has this need because they keep getting pulled over by TSA. How in the world would a manufacturer know that? How would you as a private label seller know this really weird need that somebody has for your product, right? It’s not going to come up in search terms. It’s not going to come up in brand analytics. It’s not going to call up in Cerebro. It’s not going to cope in Helium 10. Why? These are not search terms. These are keywords that people are thinking about, not necessarily typing in, but they are important. Let me illustrate how so, what if I typed in, you know, the search term that I typed in portable podcast microphone or whatever I did.

Bradley Sutton:

And I found the product I wanted, I looked at it, but then in the bullet points, or even in the image, all of a sudden, I see an image of somebody going through TSA getting stopped, or in the bullet points I read about, Hey, are you worried about getting stopped with your big, huge podcast microphone by TSA? Well, you don’t have to anymore because this portable one will not set off any alarms. Well, guess what, guys that is going to make an emotional connection with me, I guarantee it. That didn’t happen to me. I still bought the product anyways, but I remember searching like five or six. If I saw a product that had an image that had that in it like an infographic or a lifestyle image, or if it had a bullet point that said that. It would have had me, I wouldn’t even want to look at anything else.

Bradley Sutton:

I’d be like, holy cow, this manufacturer obviously knows exactly what I was looking for. This is exactly what I need. Now, remember, I did not type in nor would I have ever typed in, you know, microphone that doesn’t set off TSA alarms, right? But by make, by this seller, having that keyword in it. Again, it’s not a search term, but having that keyword in the listing, it would have made any emotional connection. So the way that you can find these emotional connection, keywords that are not search terms is by analyzing reviews of listings, your competitor listings, or even your own listings. Right? So go to any listing that has like at least 500 or 600 reviews sometimes less and run the Helium 10 chrome extension Review Insights, and then take a look at all the reviews like in the last six months or something, and then hit the tab that says review analysis.

Bradley Sutton:

What this does is Helium 10 is checking all of the written reviews that people have made and is highlighting the top 2, 3, 4, and five word phrases that come up the most often, the classic example I give all of you guys is collagen peptides. I’ve been talking about this for three years now, more than three years, how any collagen peptides if you do review insights on it, the top keyword that comes up is “in my coffee”. And that is not a search term guys. Nobody types in my coffee and thinks they’re going to get collagen and peptides in my coffee is not going to come up in Cerebro. It’s not going to come up in Magnet. It’s not going to come up in brand analytics, but it is what people are thinking about. If you read those reviews, they’re like, “Hey, they’re putting their stirring collagen peptides in their coffee”.

Bradley Sutton:

And so it’s so funny guys, this is maybe, you know, I try not to take too much credit for things here, but this is one thing I’ve got to take credit on. Because, like I said, three years ago, you guys who have been with me for a while, know, I’ve been talking about this. Nobody had pictures of people drinking coffee in their listing. Nobody had bullet points about coffee. Now, guys, if you look at the top collagen and peptides, every single one, all has an infographic that shows people drinking coffee, like exactly what I had been saying for like three years. So we know there’s a lot of Helium 10 users out there, or podcast listeners who are selling collagen peptides. Anyways, that’s exactly what you should do. You do this research, you find these keywords that are not search terms that people are thinking about, and you incorporate them in your listing either via the bullet points or via the images to make that emotional connection because a lot of times, these are the little of kind of things that people are thinking about and then the kind of like thing that you’re going to cause, and peoples– you’re going to cause them to stop. And they’re gonna be like, “Oh man, that’s exactly what I needed this product for. Like, how did this company know? You know what, I’m going to go ahead and go with this”. So this is not going to like double your sales or anything like that. You know, we all know not everybody looks at every image, not everybody reads every bullet point, but Hey, all of these little things that we’re talking about today, and last week’s episode, these all add up and this, I guarantee can give you an edge over competitors who might not be doing it. So again, the this strategy that we talked about is finding keywords that are not search terms by using Review Insights.

Bradley Sutton:

And that’s a step or strategy. Number 16, I still got to figure out how to do six more. Let’s keep going. Strategy mumber 17, use Magnet to find more keywords. Magnet is another tool by Helium 10. And you enter instead of entering the ACE and you enter in keywords. All right? So like, if my main keyword is coffin shelf, I’m going to go into Magnet and I’m going to type in coffin shelf. And a lot of the keywords are going to be the same that came up in my Cerebro search, but I might find some other potentially relevant keywords in Magnet that I want to take a look at in specific, when I run Magnet, what I love to do, which is very unique in Helium 10 is running the Smart Complete, because this shows me all of the long tail versions of keywords.

Bradley Sutton:

Like if I type in coffin shelf, it’s going to show me coffin shelves, coffins shelf, black coffin shelf, large coffin shelf for coffin, basically what a bunch of keywords that could come up with like a Broad PPC Campaign. But it’s going to give me a lot of great long tail keywords and that some of these keywords might not be showing up in Cerebro because people are not ranking for it or kind of newer keywords, but this is a great way smart, complete in Magnet to find long tail versions of keywords and remember coffin shelf I already have in my listing, because that’s my main keyword, right? But now I’m finding these individual words like large or black or for men or for women, or for decor, whatever. I only have to add like one or two words. And now all of a sudden I’m indexed for multiple phrases potentially.

Bradley Sutton:

All right. So there’s strategy number 17, look for more keywords using Magnet, especially via the smart complete. Speaking of Magnet, let’s go to strategy number 18, and that is finding the page one reach of a keyword or a product. I like doing this to kind of set goals for myself. So remember how last week’s episode I talked about finding the main products for a certain keyword. Well, I know I’m not going to from day one, you know, be visible for all the keywords that they are, but what I like to do is have goals. So like if I was coming into the coffin shelf market, I’m going to look at the Project X coffin shelf, and I want to know what their page one reaches. What does that mean? So in other words, how many searches a month are they showing up for where they’re like in, on the first page or on the top 10 or top 20, whatever you want.

Bradley Sutton:

Alright? So I run Cerebro and then I do like, let’s say keywords searches over 200 searches a month where they are showing up in top 15. And let’s say, you know, that comes up with 200 keywords. I put, I copy and paste all 200 of those keywords into Magnet and I press enter, remember Magnet is not just about searching for one keyword. I can search multi-keywords at one time. And what comes up is it’s going to show me the total search volume for all those keywords I just entered. The total aggregated search volume. So that is kind of like the page one reach, right? Or it’s a top 10 reach, the top 20 reach, whatever you put in there. Right? So then I can be like, Hey, all right, this is hashtag goals. This star coffin shelf has keyword page one reach of 300,000 searches per month.

Bradley Sutton:

300,000 eyeballs are seeing this product on page one. I’m going to set that goal for like in the next three months, I want to get to 300,000 visibility. So there’s another strategy to number 18. Number 19, getting indexed for forbidden keywords. This is part of the Maldives honeymoon strategy I’ve talked about. You know, sometimes we are, we have products that maybe have main keywords that people use to search for it. And we found it in Cerebro, but these are keywords that you can’t put in your listing, you know, pesticide related keywords, CBD keywords, things like that, right? Maybe your product is related to it? Or at least people are searching that keyword to find a product like yours? But you cannot put your product or that keyword in your product’s listing because you’re going to get suspended because it’s a forbidden keyword from Amazon.

Bradley Sutton:

So the question is, well, how do I get indexed for keywords that aren’t in my listing? So what you do, is you find a– if you found, let’s use exactly the strategy I’ve used on a CBD cream, right? I can’t put CBD in the listing. So what I did was I typed in CBD cream and the other CBD keywords, I saw had a lot of search volume. And then I use brand analytics and Cerebro to see who are the top ones being clicked and or purchased for these keywords. And then I said, all right, what are the top five keywords that these products other than CBD keywords are getting their sales from? It’s kinda easy to, you know deduce that using Cerebro, using brand analytics, using the strategies you talked about last week. And then I took those keywords and made sure they were in phrase form in my listing at least twice in different parts of my listing.

Bradley Sutton:

And my goal was, “Hey, on day one, I want Amazon to relate me to these other products”, because Hey, these products are CBD, are showing up for high in CBD. Amazon doesn’t know what I’m going to be relevant for yet, but if they see that I have similar phrases that these other products are doing well for maybe, you know, my reasoning on this was, “Hey, maybe Amazon’s gonna relate me to these products”, right? So that’s what I do. And every single time I’ve done this, it works. For the CBD stuff that I’ve tested is on. From day one, if I have auto campaign on in PPC, Amazon itself starts showing me for these forbidden keywords in PPC. And as long as I have somebody to do like search find, buy, as soon as they see it in sponsored ads, I just need like two or three purchases and boom goes the dynamite.

Bradley Sutton:

I am now indexed and searchable for those keywords. And then I can actually run my own PPC again, do not put forbidden keywords in your listing. If I put CBD in my listing, I would be suppressed right away, probably right? But you can still get indexed for keywords, not your listing by optimizing your listing around the other products that are doing well for these forbidden keywords, using the non-forbidden keywords. And then the goal is again for you to start showing up in auto campaigns and you to get conversions right away, every time I’ve done this, I have been indexed for these forbidden keywords within two days, right. That’s actually a gold mine. That’s one of those ones I used to not give to everybody like a couple of years ago when I discovered that.

Bradley Sutton:

All right. Number 20. This is kind of like after you’ve already launched. Alright? You want to look back into your PPC report. So if you’re using Adtomic by Helium 10, that’s easy to find what keywords that you’ve converted for, which what search terms. Right? And what I would do is I would look at the search terms where maybe I’m not ranking high organically for, and I’m not getting like 10 sales a day in PPC, but I’m just looking. I like taking a look back at like three months of information on a product. And then I want to see the keywords where I’ve gotten at least like two or three sales in three months at you know, decent ACoS it doesn’t have to be 20%, you know, sometimes I’ll go 50% and then either that, or what I have a good click through rate on.

Bradley Sutton:

But then I compare it to where I’m ranking in Keyword Tracker. And I’m not ranking high organically, meaning that I’m probably only getting sales from PPC. So those keywords, what I’m going to do now, I’m going to check if I’m indexed, maybe I’m not even an indexed for it. So I’m only coming up in auto campaigns. Well, number one, step one is I’m going to get indexed for it. And then number two, if I think I’m actually ranking high, or I’m actually getting some sales for this, whenever I’m visible, I’m going to try and maybe do some search find buy using the Maldives Honeymoon Launch Strategy to get to page one for these keywords. So I can start getting organic sales for this, right? You might be thinking, wait a minute, why would you care about, a keyword that gives you three sales in three months?

Bradley Sutton:

Well, here’s the thing. If you’re selling a decent amount of units overall, you probably a good 20 keywords, maybe that gave you three sales that you’re not ranking high organically for. 20 sales, three months, three sales. I mean, that’s 20 sales a month and that just goes on exponentially. Maybe it’s 200 for you, whatever it is, maybe it’s a hundred keywords that you have, whatever it is, it’s easy. It might be easy money for you. If you optimize your listing around these keywords and just actually get indexed for it, you might start showing up more organically and little by little increase, your organic rank so that you’re not relying only on PPC for those keywords. So there’s another strategy right there for after you’ve been selling on Amazon for a little bit.

Bradley Sutton:

Let’s go to number 21. Strategy number 21 is looking at frequently bought together. So I’m having to go backwards because I’m trying to figure out how I can get to 22 strategies here. So this is back to your original keyword research. You’ve done all of your relevant products, your main products, and you’ve got all of your top keywords. One more extra strategy I would do, is I would use what’s showing up in frequently bought together. Okay. So the best way to do this is not necessarily just a look on the listing and look at the frequently bought together because that only shows you one or two at a time look, whatever has been in frequently bought together the last few weeks. So you can do that easily with Black Box in Helium 10, go to the product targeting tab, put the ASIN one by one of your top competitors and then filter for frequently bought together. This is showing you any products that we have detected that’s showing up as frequently bought together.

Bradley Sutton:

If if you guys don’t know what frequently bought together means that there is a history that Amazon has that product a is bought at the same time as product B in the same shopping experience. Alright? Now, why is this important? Well, sometimes these are products that maybe are not relevant you might think to each other, but they have similar usage, right? Like right now, if you do our coffin shelf, you might see a coffin mirror, right? So coffin mirror is not exactly a coffin shelf, right? But it makes sense that people are wanting some spooky decor in their house for Halloween or whatever. And they’re buying a coffin mirror and they’re buying a coffin shelf at the same time. Well, what I would do is I would then take that coffin mirror and I would run Cerebro on it, but only to get like their top five keywords, like the top five, like the highest search volume, where they are like ranking in the top five or six positions, whatever is whatever is the top five keywords.

Bradley Sutton:

And I’m going to do that for like at least three or four out of the frequently bought together. On the ones that are not coffin shelves, you know, cause I probably have all the coffin shelves you know, keywords, right. But why would this help? Well, again, if I can start showing up in search results for coffin mirror or whatever, drive sales to coffin mirror, Hey, guess what it may be that search term doesn’t necessarily describe my product. You know, coffin mirror does not describe a coffin shelf, but if somebody is interested in the coffin mirror, maybe they didn’t even realize there was a such thing as a coffin shelf. And they, it just takes them, seen it in searches. I was like, oh, shoot, I’ll buy that product too. Or maybe, you know what? I don’t need a coffin mirror. Coffin shelf is better, but if you don’t have mirror in your listing and again, mirror might not have showed up in Cerebro for a coffin shelf, right?

Bradley Sutton:

It’s not a shelf. You’re not going to show up in, in sponsored results. You’re not going to ever show up organically. So by doing some top level keyword research on unrelated competitor, semi unrelated competitors that people frequently bought together, this is going to get you even more visibility. Alright? That was number 21.

Bradley Sutton:

Now we are at 22. I’m not sure if I can keep going, because we’re already like overtime on this episode too, but I made it. I said I would try and get 22 keyword research strategies for 2022 and here is number 22. Market Tracker. This is a tool within Helium 10. That’s mainly designed to actually just see how your piece of the pie is doing. What your market share is. In other words, I’m tracking maybe 10 different coffin shelves, including my own. And it’s telling me the market volume, like these 10 coffin shelves combined are selling an estimated a hundred thousand dollars a month.

Bradley Sutton:

And my market share is 25% because I’m selling $25,000 a month, whatever, right? That the main function of the tool. But, the cool thing is what this tool is doing is it’s also searching for new competitors coming into the niche. All right, new coffin shelves that come up, or new related products like coffin mirror. Sometimes might come up if I’m doing a coffin shelf or coffin penholder or coffin remote control holder or whatever might show up in this market tracker where it says, Hey, do you want to track this as part of your market? And if it’s a coffin shelf I’m going to put yes, but here’s the thing, what I have noticed on kind of like mature niches is a lot of times these new sellers come in and they have some times new keyword strategy. Like maybe they just did keyword research and they have discovered some other products or some other keywords that are trending that you don’t know about because maybe you haven’t done keyword research for a couple months.

Bradley Sutton:

And so Market Tracker is a great way to look who are the new movers and shakers coming. And if they start getting some market share and they come up and Market Tracker, I’m going to go ahead and run Cerebro on them, comparing it to my listing. And I want to see, Hey, are they just like leaching off of the same keywords that I have? Or do they have one or two keywords here or there that maybe I didn’t even realize were thing in my niche. It’s a great way to check out the new blood and then to potentially get new keywords that you can put into your listings. I said 22, but I’m going to, I’m just going to go ahead and do this one bonus one, just cause I love giving bonuses, guys, everything that I said to for Cerebro you can also do on Walmart.

Bradley Sutton:

Alright so do keyword research on Walmart. We’ve got Cerebro for Walmart. We’ve got Magnet for Walmart. You can sometimes research these Amazon products on Walmart to see where they’re showing up for there. And that’s obviously going to help you with your Walmart keyword research strategy or listing optimization strategy. But sometimes there might be keywords that show up on Walmart that maybe most Amazon sellers don’t know about? It’s rare, but it could come up. Remember the whole point of all these keyword research strategy and why there’s 23 different strategies here. It’s not just like one of these, that’s going to know make you the number one seller, but all of these little things add up, you know, maybe strategy number 13 gives you two extra sales a month, maybe strategy number 23 for Walmart gives you one extra sale a month, maybe strategy, number four that we talked about last week, you know, it gives you 10 extra sales, all of these things add up guys and helps you, you know, make more sales.

Bradley Sutton:

All right. So there we have it guys, Top 22 plus one strategies for 2022. I’m sure new things are gonna come up so make sure to stay tuned to this podcast. If you like what you heard guys and you haven’t done so yet, please make sure to go ahead and leave us a review on Apple Podcast. If you’re listening on Apple Podcasts or on Amazon. Spotify, I don’t think there’s any reviews, but just make sure that you have us followed on Spotify, but it’d be really great. If you can give us a review on Apple podcast or whatever podcast player you are listening on. And let me know in the Facebook group, which one was your favorite strategy or which one that you have implemented since you heard either this episode or the last one? I thank you guys for tuning in. I hope I didn’t bore you guys to death. Keyword research is my passion here. I love doing these tests to discover these, these strategies and I never stopped. So I’m doing test right now. So that next year at the end of 2022, maybe I’m going to find some new strategies that I can share with you guys so that you can crush it in 2023. But anyways, I hope you guys enjoy this episode and we’ll see you in the next one.

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• Freedom Ticket: Taught by Amazon thought leader Kevin King, get A-Z Amazon strategies and techniques for establishing and solidifying your business.
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• Helium 10: 20+ software tools to boost your entire sales pipeline from product research to customer communication and Amazon refund automation. Make running a successful Amazon business easier with better data and insights. See what our customers have to say.
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