Colin Raja is the Owner of RIMSports, a brand and manufacturer of workout gear and exercise equipment. With a shared love for sports and fitness, Colin and his wife launched RIMSports’ products on Amazon before expanding into large-scale e-commerce and other online platforms. As a seven-figure seller and Amazon growth consultant, he has experience in brand strategy, product launches, e-commerce marketing, and the customer journey.
Here’s a glimpse of what you’ll learn:
- [0:00] Seven-figure brand owner Colin Raja shares his tactics for keyword ranking on Amazon
- [2:32] The keyword discovery process before the launch phase
- [4:52] How to rank higher than your competitors
- [7:26] Colin describes keyword scores and how to optimize them
- [12:31] Integrating keyword types to improve your rankings
- [17:59] Tactics to boost conversions and sales with keyword rankings
In this episode…
Before launching products on Amazon, you must identify the keywords required to rank and generate optimal sales. How can you optimize your keyword rankings on the backend of your site to maximize conversions and sales?
Having tested various keywords in his Amazon business, Colin Raja recommends identifying your competitors’ keyword strategies to stay ahead consistently. Each keyword consists of scores like relevancy, sales, item type, rating, and review. To enhance your site’s performance, it’s essential to identify which competitor brands ranked in the top 10 and then individually prioritize your keywords based on their supporting words. Deconstructing keywords separately allows you to perform higher in your category.
In the second installment of the What The Teck? series on improving product rankings, Rolando Rosas welcomes Colin Raja, the Owner of RIMSports, back to discuss his keyword ranking strategy. Colin describes how to prioritize keyword types to improve your rankings, how to boost conversions and sales with high-performing keywords, and the keyword discovery process.
Resources mentioned in this episode:
- Rolando Rosas on LinkedIn
- Dave Kelly on LinkedIn
- Global Teck Worldwide
- Circuit Loops
- Colin Raja on LinkedIn | Facebook
- Colin Raja’s email: colinkamesh@gmail.com
- RIMSports on Amazon
Quotable Moments:
- “You’re probably not going to able to rank without addressing the backend issues first.”
- “By focusing on the right keywords, you can launch successfully without necessarily aiming for top positions immediately.”
- “Each Amazon keyword acts individually to get ranked — you need to optimize for each one.”
- “If they’re ranked in the top three, competitors may be doing something right, but that doesn’t mean they’ve got the backend perfected.”
- “Conserving your budget and targeting key sales-driving keywords can be your path to ranking higher on Amazon.”
Action Steps:
- Optimize your backend on Amazon before spending on marketing to ensure your infrastructure supports your sales: Effective backend optimization can directly impact the visibility and rank of your Amazon products.
- Emulate the strategies of successful Amazon competitors within your category: By mirroring successful competitors, you can replicate their successes with your listings.
- Focus on purchase intent keywords instead of general search terms to drive sales more efficiently: Keywords tied to the buyer’s intent can lead to higher conversion rates.
- Utilize Amazon Brand Analytics to understand click and conversion rates for your branded keywords: This tool allows for a deeper understanding of customer behavior and can inform better marketing decisions.
- Consider the desired ranking position and sales velocity needed for successful product placement on Amazon: Understanding that each ranking position correlates to a percentage share of click-throughs and sales allows for more targeted marketing efforts.
Sponsor for this episode…
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Since 2002, Global Teck Worldwide has provided affordable, high-quality communications equipment and customized telecommunications services to organizations of all sizes.
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Episode Transcript:
Colin Raja 0:00
You’re going to spend five to $15,000 for your launch. You end up not going anywhere.
Rolando Rosas 0:05
Now it’s almost impossible to get back up to Payton.
Colin Raja 0:08
You probably not going to able to rank.
Intro 0:10
Colin Raja, an entrepreneur who started his Amazon journey with just $100 he owns a seven figure brand utilizing a data driven approach to launch successful products, and shares his expertise so that brands can get an edge with online sales.
Colin Raja 0:26
There is a formula behind this. When it comes to a relaunch process, the first thing to do is and run dBc ads or Amazon. Take those keywords and run TikTok, Google ads, Instagram traffic directly to Amazon.
Rolando Rosas 0:39
Would you say that competitors that are ranked 123, they’re doing something correct.
Colin Raja 0:43
They may not. Actually, there’s a funny thing, if you have more sales, then you will win the formula. Somebody who’s already have a better sales, they always do much better, actually, until we pour
Rolando Rosas 0:53
money, we pour money, and we just see minimal results. It’s because there’s this big back end problem. Just
Colin Raja 1:01
fix the back end and then it works out really well. You don’t even like run ads
Rolando Rosas 1:04
for certain keywords. You need tools to help you do this. Okay?
Colin Raja 1:08
That’s a deep shake. Actually,
Rolando Rosas 1:10
people will say, that’s crazy. Colin, it’s amazing, right?
Colin Raja 1:13
Like nobody will say,
Rolando Rosas 1:20
thanks for joining me today on this three part educational series about digital strategies on Amazon and how to look for things that are flying on the radar. And today we’re gonna dive into the how to get this done on your account. On part one, we talked about why it’s important. Part Two, how to get this done. And joining me today again is Colin Raja, who will break down how to get this done and some of the tactics that will get your products ranked as well as launched successfully, Colin, thanks for joining me again.
Colin Raja 1:56
Thanks for having me there again.
Rolando Rosas 1:59
That’s awesome. So part one, we talked about one of the big misconceptions when it comes to launching is that you could just rank very easily, or maybe just use a different browse nodes or categories. And that technique is not working like it used to, simply because Amazon has changed the way they rank products today on Amazon, and you’re saying that a lot of that is wasted effort and wasted money, but there’s a proven way to get that done. So with the information and tactics you have, let’s dive into that
Colin Raja 2:32
for sure. So before going into that, I’m going to share my case study that I have. I’m going to be take a small portion of the discovery phase. What is discovery? Face? Basically, before you start any launches, any kind of like a relaunch process, you need to discover how many keywords you need to rank for minimum sales, and what is your comparator strength? What is your strength? What is your weakness, and how you can compensate that one based on your research, most of the people may not have this you’ve needed before you kick start any kind of launch process. So in terms of Browse Notes, how do you know what is the best browse node to be part of? We don’t know. Right? Do you want to use your intuition trying to figure out what is the best way to put your Browse Notes? The best way to go into the Browse node is finding who really got more number of keyword acquired in your competitor. Find out what browse node they are in, what product they are in, what item type they are in, just mimic and copy exactly the same. Actually, that’s the smart way. So
Rolando Rosas 3:28
let’s slow that down. I want to absorb it, and I want our audience to absorb this. One of the ways to do this is by looking at your competition and trying to emulate what they’ve done. And that goes for the product type, the Browse nodes and so on. And so can they do this by just going into Amazon? Or do you need tools to help you do this?
Colin Raja 3:49
Okay, that’s a deep secret. Actually, I wish so.
Rolando Rosas 3:55
Colin, we were just talking about how you can be in the right keywords and looking at your competition. So one of the things that you’ve come up with, and your team has developed, this is a way to do this, and you’re saying a combination of tools, and also by studying what’s on Amazon, on your competitors listing, you can get some of that information. Is that correct? That is correct. Okay, all right, so your competition that’s succeeding, if they’re like, let’s say they ranked one or two, because in the category you do get, you can go down at the bottom of the listing and you can see where this competitor is ranked, whether one or 500 or whatever. Would you say that the competitors that are ranked 123, or five, let’s say in the top 10, they’re doing something correct when it comes to these tactics that you’ve discovered
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