Colin Raja 4:52
they may not actually, here’s a funny thing. There is a formula behind this. Actually, the basic formulas, if you have more sales. Yes, then you will win the formula pretty well. If you have more sales, the sales value multiple by 150 percentage. So that wins like a lot of better value. If somebody already have better sales, it doesn’t matter what your back end looks like. They always do much better, actually, until they go out of stock any kind of issues they run into. If they go into any kind of issue, they need to shut down for some time, two days, they are not able to get that stock back, they will go into the same issue. That’s why, most of the people, they will say, I was selling 200 sales a day right now, I’m selling like 10 five actually, I don’t know why, because their back end is messed up, and they never look for it. They don’t know how to look for it. They end up not able to figuring the fact that the back end was messed up, and then they just run a lot of giveaways or something to try to bring that back. That’s never going to happen. Actually, the one client, one brand we work with, they try to rank, giving away, like crazy amount of inventories, and we just fix the back end, and then it works out really well, actually, for them,
Rolando Rosas 5:58
All right, so giveaways by themselves. That’s an important nugget, right there. The giveaway by themselves. Don’t necessarily give you the juice that you’re looking for, especially if you’ve gone out of stock or have had an issue, because you have to then have the back end working in order for that giveaway to give you the juice.
Colin Raja 6:19
That is what, exactly what I’m saying. So until you’re like, you’re staying on the top, you could be like, 100% in a bad browse node, product type, bad item type. But because you have better sales, you’re going to be doing a much better thing actually. But when it goes down, it always goes down. That’s what it is. If you don’t know how to look back,
Rolando Rosas 6:38
let’s say you’re running promotions. You’re running PPC and the results aren’t there. What are some other ways to know that your back end is messed up that are fairly simple for people to go look at right now. Okay,
Colin Raja 6:52
when you talk about the back end, way to look for it. Basically you if you know that, where is your canonical keywords are. If you remove it, you will able to find out what do your browse node looks like? If you find out that, go and then check product upload feature, and you’ll able to check what is your product type and item type, what it looks like. I can show the screen actually, for
Rolando Rosas 7:10
those that are listening on audio and you want to see this, you can head on over to our YouTube channel, or you can go to circuitloops.com, and you’ll see the whole video that we’re about to share with tell us a little bit about this keyword score to rank that you were talking about earlier.
Colin Raja 7:26
So basically, this is what the formula for every keyword for you to rank, actually the keyword score to rank, it’s basically the higher the score you rank better, the lower the score you don’t rank better. So it’s like basically rating score, review score, keyword relevancy, score, keyword, sales score, an item type keyword, score, Group Type score, and item type score,
Rolando Rosas 7:46
let’s pause right there. So if you don’t have some of these, so if you’re launching a new product, do you take the same tactic with relaunch, or is this slightly different? Because
Colin Raja 7:57
if you’re not about the product, it’s about the keyword actually? Ah, okay, tell me if you’re not part of the item type score, and if you don’t have the group type score, if your product type score, it’s bad. You’re probably missing out the whole three component of your keyword ranking. Oh, my. So this is where the basic things comes out, actually, right now. So relevancy, you cannot control the relevancy controlled by CTR and CVR. So the keyword scale sales code is like number of sales you’re getting for that keyword, specifically not a product.
Rolando Rosas 8:29
So difference, that’s the difference. So each keyword is scored exactly. You have to basically add points into that keyword, otherwise you’re not, then going to the next step, which is showing up on page one or whatever. No,
Colin Raja 8:44
that’s exactly each and every keyword is scored in terms of like CTR and CDR, actually. So we can able to find out those information and brand analytics, and also search query performance data. You can able to find out the search query performance, what is the top 10 click share, which, who got the click share for the particular keyword.
Rolando Rosas 9:02
Let’s go diving a little further, since we’re talking about tactics. So you go to brand analytics and you see the who are the three top click Share or impression share, those, in theory, are going to be the ones that are winning when it comes to the court. That
Colin Raja 9:16
is correct. But let me break down how this is going to work. So take a look at it. Basically the sales velocity. I was like giving 150% weightage a keyword relevancy gives 100% 50% weightage, item type, 100% item type, keyword, 100% group type, 100% ratings and reviews are 50% actually. So when you think about it, if these three components, you don’t have the proper SEO, these are come from the proper basic SEO. If these three things are not done properly, your relevance is not going to improve. With your relevance is not improved, you’re probably not going to rank, and your sales velocity will not be improved. Wow. If you just running just a bunch of sales for that one keyword, it’s not going to hop for. For you to rank all the keywords actually
Rolando Rosas 10:04
say that again. Say that again. I want that to sinking, since it would just that last part. Say that part again.
Colin Raja 10:08
If you running launch for one keyword, which now means you’re going to rank for all the keywords. Why? Because each and every keyword act individual to get ranked. You need to prioritize each and every keyword separately to rank certain keywords. Actually, should
Rolando Rosas 10:27
you have a strategy to rank with a handful of keywords when you launch or should you say, No, I’m going to just try it one and see what happens. No,
Colin Raja 10:37
we take a seven keyword, seven to 10 keywords to rank and but it’s not like a different browse keywords. Actually, it’s like one browse keywords. We take seven purchase keywords, that is, we’re hoping to rank for seven purchase keywords, which will help me to rank the Browse keyword. Actually,
Rolando Rosas 10:56
mind blown. Mind blown. I don’t know what, what else is say The Force is strong. That’s it. The force is strong with this one baby. This is some next level stuff. So there are some things that you have in your control that you can immediately do, you can implement to start ranking better. And obviously, like you said, the relevancy is something you don’t control, but you can help yourself get to better relevancy
Colin Raja 11:25
That is correct. You just have to focus on one browse keyword and purchase keyword. They are parent and child. They’re part of the group. Actually, if in the group certain keywords are not ranked properly, you may not able to rank the Browse keyword properly, even if you try to rank the Browse keyword first and try to rank all the purchase keyword. We tried both. It doesn’t work. There are two test cases. We did. One, we take a browse keyword and run a crazy number of promotion burning lot of money on that one, right? Why? Because it’s like a 40,000 50,000 search wallet. It’s required, like, 100 to 200 social signals and pbcu spend, like, a crazy amount of money as well. Yeah, we try that one, and it is now working very well because underneath keywords are not ranked, which is like a supportive keyword for the Browse keyword, actually.
Rolando Rosas 12:10
So if you take a very popular term, let’s just say headphones, that’s like a bazillion searches because it’s the broad one, there are supporting cast of keywords that come underneath that will help you rank. And in order to get to that, you need all these other supporting ones to work. That is where I can rank on that one.
Colin Raja 12:31
When it comes to headset, headset is huge. Actually, headset has a different niche. Actually, it’s like a kids headset. Work headset in this term, I don’t take a bigram. I take a trigram algorithm, actually. So there’s n gram algorithm. Basically. It’s like a single word, double word, triple word, actually, and four words. So it’s like bigram, trigram, and also a quarter gram, or whatever. I forgot the term. So when it comes to Amazon, they take all the combination. See that way you’re getting a better relevancy, actually, or where do you getting a better place? So when it comes to that, you take in that headset aspect of it, I will not try to focus on headset. I would try to focus on the three words, which is like kids headset, what is your niche, basically, and where you’re getting a highly converted so from there, I drill down what is that supporting keyword for the three words, basically take an example of, okay, office headsets, right? Yep, I want half a set, set a noise cancelation, or half a set where I can have a better clarity speaking, or whatever it’s like. So underneath of that keyword, I take those keywords and rank for half a set, focus on Office headsets. Underneath there is a group behind it, so it’s like a tree. So headset, it has multiple niche, and then on the multiple niche, you have multiple niche as well. So for example, let’s say kids. Headset is for connecting with Bluetooth, Bluetooth plus connecting headset for kids, actually there are multiple segments underneath that needs to be like, Okay, you take them underneath of the keyword, and take that one, rank it, and you rank on the other side of it, on the horizontal side of it, and then focus on the top one, actually. So when you rank all these things, you automatically will see the headset. Is like moving to the first page without ranking all these things, you will not able to see the headset on top of it.
Rolando Rosas 14:19
So what you’re saying is the supporting cast of keywords are important so that if you’re trying to get at one of these that are highly searched terms, Amazon’s not going to put you there on page one, because you don’t have all the other things that contribute up to that very highly searched term. That is great.
Colin Raja 14:38
You need to have a supportive keywords for any keywords you try to rank. See again, these are, like, my personal experience, what I have learned and what I have done. Actually, I also did a lot of test cases in this. We always try to discover the way to better in what we’re doing. Actually, there are, like, multiple ways to rank, but we found the keyword linking strategy and then a group. Being the keyword from the Browse to purchase, just helpful for us in terms of not wasting lot of money. If you have a huge amount of budget, you can run out any kind of keywords. Actually, that’s not a problem, but your budget will be like, increased from 15,000 to like maybe 50,000 actually, I don’t want to spend that much money for my products or for any brands I work with. We don’t spend that much money. We try to eliminate unwanted spending. Try to find out exactly how much sales required, minimum sales required, for each keyword, and we try to stick to that one.
Rolando Rosas 15:32
So let me ask you this. So in tools like Helium10 and others, I guess their estimate on a keyword and how many purchases you need to rank. So that’s just straight up sales. If I take the example, let’s again headphones, the big one, it might say, I need 200 sales, 500 sales to rank for that keyword. Should I take that at face value and say, Okay, wow, that’s a lot. I’m going to try to do what I can in order to do that with maybe lowering the price or sending PPC ads. Is that the way to go? Or again, should I go back to the basics and make sure that everything on the back end is aligned first before I go ahead and pour gasoline on the fire? That’s
Colin Raja 16:14
a great question, actually. We have done stupidity before in terms of trying to rank for search 200 sales, volume keywords. It’s a stupid that you need to spend that much money on that. But until our budget for sure, you can go for it. But the best way don’t go for 200 break it down to underneath keywords, any keywords, which is like five to 10 sales estimated. We focus on those keywords at the end of the day, what do you read? Actually? What is the ranking? Bring it to you. It’s a sales, actually. So assume that you bring the product and the product required. Your estimation product sales is okay, I want to make 40 sales. So if you break it down to Okay, I need 20 keywords to rank for 40 sales. Why do you need to focus on bigger keyword at that point? You don’t need it. All you need to do is focus on is okay, there are, like, a set of keys there, and I can compete with this keyword in my price, in within my budget, I can rank these keywords in much better way. Instead of focusing on spending $50,000 for a bigger keyword, actually. So all I focus on is, before even selecting the product, I focus on finding these keywords. So I need 10 keywords to rank to get 2030 sales for this product. Anything about it’s an advantage for me, like I can get it, but the first KPI for me is like getting 10 keywords rank so that I can get 20 sales.
Rolando Rosas 17:39
Nice, you don’t have to beat yourself up. Going for the big, top search keyword that has the most sales on it, yeah, go for the ones that have five units, five, 710, sales, so that you can be moved up into that category where your product is being served to a wider audience.
Colin Raja 17:59
I’ll give you an example, right? One of the product, what we have done, it’s a baby product. It’s $170 product. Actually, we focus on that product, basically like a basic SEO and we find out, okay, we can able to 20 sales, $150.20 sales. It’s amazing, right? Like nobody will say no for that happiness. So we try to focus on the purchase keyword, which is a highly converted keywords, actually, okay, we take the highly converted keywords and try to focus on that rank. It much better. We rank it in two weeks, and we started selling like 30 units a day. Easy, whoa. And when we saw that all the Browse keywords are coming up, which is like on the top, we even drank for the brand keywords in third place, actually. So our sales went to literally 30 to 60 units a day, and we really went out of stock. We’re coming back in stock right now. So that’s what I’m talking about. That’s the power of being stringy as well. Right in terms of like, launch budget, keep yourself super stringy. In terms of equity, what is required for that keyword? You don’t have to give more than that. You don’t have to give less than that. If you between one to four in terms of like, click share, and if you can able to be like a below two or three in a conversion aspect of it, you should be able to see yourself in the top second row. And from there, when you get there, you grow more than that. So one other thing I can also tell you is, okay, each and every row has a value for it. In the first row you take 40 percentage of sales. The second row take like 35% third row will take like 20% fourth row will take 10% just keep going. So for example, in the headset, right? You require 20 percentage of 400 sales to get to the top 3% why? You don’t have to focus on top three positions, actually. So what we focus on is like a sixth row, which is like eight percentage of a click share of the sales. So which is like 200 sales, multi by eight how much it is actually, which is like 16
Rolando Rosas 19:52
point percent of 200 Yeah, that’s 16. We focus
Colin Raja 19:55
on getting the 16 sales see that the product is coming up on the day, actually. Yeah. That’s it. And then once I get there, I improve that one to the next level. Okay, next 10 percentage, next 15%
Rolando Rosas 20:05
is that percentage kind of baked in? So is that something like the value that Amazon is looking for, that you’re just talking about for, row one they want, you know, 40% and so if you don’t getting there, you’re not going to get to row one, position one. And or is that okay?
Colin Raja 20:21
There are something called a heat map, right? So that’s how the traffic goes. Think about the basic aspect of it, right? If you’re getting higher traffic, you’re getting higher cells, because that’s the percentage, actually, if you’re getting only, like a 30 percentage of searches, so you’re probably going to get like, appropriate conversion as well, right? That’s what it is. When you’re getting like eight percentage of you’re gonna get like, only the so that is the numbers come from. So the numbers come from the it’s now only like, how much sales required from the keyword, what position you’re focusing on to get, how many sales, if you’re focusing on, like, a 4/5 row or sixth row, you require only eight percentage. You don’t have to give that that much giveaways, that much clicks, actually, that might signal
Rolando Rosas 21:06
I see. So you got to really think about this strategically. What I hear you saying instead of, I want to rank one, but if you don’t have any basis for it, understanding for it, you can waste a ton of money trying to get a position one or two. Whoa, whoa, whoa. When it comes to that again, mind blown. So Colin, let’s not give away what we’re going to do on part three, because you’re starting to give away the results. So thank you for joining us on part two of our three part educational series on next level SEO and marketing tactics on Amazon. With Colin, join us for part three, where we talk about the results and what you can expect on your account. I will see you there.
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