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#383 – Amazon Keyword Research Masterclass – Part 1

In this episode, Bradley introduces a new series to the show where he will focus on top strategies you can use to increase your sales on Amazon.
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41 minutes read

Welcome to the first-ever Seller Strategy Masterclass series, where our host, Bradley Sutton, will focus on top-level strategies that you should be doing to level up your Amazon and Walmart selling game. Today, we will discuss keyword research using his favorite Helium 10 tool Cerebro. In this two-part series, he gives us 25 strategies, examples, and use cases of Cerebro that will help you improve your keyword research arsenal. Lots of value, juicy strategies, and actionable stuff in this episode, so make sure to listen to the very end!

In episode 383 of the Serious Sellers Podcast, Bradley talks about:

  • 01:20 – Introducing The Seller Strategy Masterclass Series
  • 04:00 – How To Find The Top Performing Organic Keywords For Your Product
  • 06:35 – This Feature Is Also Available In International Marketplaces
  • 07:20 – How To Check A Seasonality Of A Keyword
  • 10:08 – How To See The Exact PPC Campaign Strategy For A Competitor
  • 13:55 – How To See The Keywords That A Competitor Is Concentrating On The Most In PPC
  • 16:36 – How To Find The Top 10-15 Organic Keywords For A Niche Or Group Of Products
  • 19:00 – Determine Your Competitors By Form, Function, And Price
  • 22:50  – How To Find The Top Sponsored Keywords For A Niche Or Group Of Products
  • 25:11 – How To Find The Keywords That Most Of The Top Competitors Are Sleeping On
  • 30:00 – How To See Which Organic Keywords Your Competitors Are Beating You On
  • 35:30 – How To Find The Keywords That Your Competitors Are On The First Couple Of Pages For, But You Aren’t Even Ranking And Possibly Indexed For Those Keywords
  • 39:10 – How To See Which Keywords Have Page 1 Results Where Almost No One Has The Keyword In The Title

Transcript

Bradley Sutton:

Today we’ve got a new series, our new seller strategy masterclass, where I’m gonna focus on a specific aspect of top strategies that you can be doing. Today, we’re gonna be talking about keyword research, and I’m gonna have some top strategies that are gonna help you increase your sales on Amazon. How cool is that? Pretty cool I think.

Bradley Sutton:

Wanna check estimated sales for products you see on Amazon? Or maybe you want to instantly see how many listings on page one of a search term result have the actual search keyword in the title. You can find all of these things out. And more with the Helium 10 Chrome extension tool Xray. More than 1 million people have used this tool. Find out what it can do for you by downloading it for free h10.me/xray, h10.me/xray. Hello everybody, and welcome to another episode of the serious seller’s podcast by Helium 10. I am your host Bradley Sutton, and 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 e-commerce world. And this is now a new series I’m gonna be doing within the podcast every few weeks or so, and I think I’m gonna call it the Serious Strategies Masterclass.

Bradley Sutton:

Now, each one of this Serious Strategies Masterclass will focus on a specific Helium 10 tool. In this case, we are gonna be talking strictly about keyword research using my favorite tool, Cerebro. Now, right off the bat if you’re not a Helium 10 member, I don’t want you guys tuning out these are actual strategies that regardless if you have Helium 10 or not, you should be using for your Amazon and or Walmart business. Now, here’s the thing I don’t want you thinking this is some kind of like our pro training learn button videos where, all right, this column does this and this is how this works. No, no, we already have tons of videos like that. This is called Serious Strategy Masterclass, cuz it’s a hundred percent based on actual strategies. I’m gonna be going over 25 different scenarios on the things that you can be doing using Cerebro in order to kind of like up your Amazon keyword research game.

Bradley Sutton:

Like for example, one of them is “How to find long tail keywords that your competitors are ranking for.” Another one is “How to find the keywords that the Amazon algorithm actually recommends a seller to advertise for.” “How to find the top sponsored keywords for a product or a niche or a group of products, et cetera.” 25 of these scenarios we are going to go ahead and go over. I’m not even sure if I can fit this all in one episode, if this takes too long, I’m gonna have to just like split this into two episodes. But I really want to make sure I’m giving you guys a lot of value and stuff that is actionable. Now, right off the bat, I wanna make sure that everybody knows who should be tuning in, and who should be listening to this.

Bradley Sutton:

Sometimes we will do episodes on here that maybe only apply to brand new sellers. Other times there might be something that’s like only super-advanced sellers should be considering these strategies. These 25 strategies, guys, I don’t care if you’re brand new or if you’re doing nine figures on Amazon, almost every single one of these is applicable to what you guys should be doing. Whether you got Seller Central, whether you got Vendor Central, whether you’re selling on Walmart, these are kind of like universal strategies that are gonna help you level up, whether you’re a beginner or a scaled advanced seller. Let’s go ahead and hop right into it with strategy number one. Strategy number one is “How to find the top performing organic keywords for a product.” This is the origination of Cerebro.

Bradley Sutton:

We’re gonna keep it simple at first, and then we’re gonna progressively show you more advanced techniques. So let’s say you’re just, you know, on Amazon and you are browsing coffin shelves. Okay, the easiest way, like maybe I see here, Hey, look at this product here I’m looking as Amazon’s choice, and I wanna know what are the top keywords that are driving sales? Like, how in the world did this get Amazon’s choice? It’s probably performing pretty well. I could just click right here on Amazon and then I could run on Cerebro, or I can just copy and paste this ASIN Cerebro. And if I do that this is what comes up here in Cerebral and it’s actually gonna show me about 2000 related keywords to this product. Now this question is how to find the top performing organic keywords.

Bradley Sutton:

Now, there’s no magic number, but I like looking at where they’re between like 1 and 15 the last time Helium 10 checked as far as their Organic Rank. I don’t think one of their top keywords is something that they are you know, that, that’s searched for 100 times a month or 200 times a month. So let’s just say I’m gonna put a minimum of 500 search volumes, and these are just the easy filters I’m going to run. And within like, not even one second, I’ve got a list of their top 12 keywords. We’ve got coffin decor, a coffin shelf, which they had at Amazon’s choice for. And as you can see here, you guys those of you watching this on YouTube, you can see that there is a colored Amazon’s choice. That means that the last time Helium 10 checked this product had Amazon’s choice.

Bradley Sutton:

And sure enough, you know, I’m looking at Amazon.com right now, and this product does have Amazon’s choice. If you ever see this Amazon’s choice logo in Helium 10 Cerebro, it’s not colored in black. That means that there was Amazon’s choice somewhere on that page, but it wasn’t this product. But right there, super simple guys. I mean, this is just, you know, seems like it’s a no-brainer kind of tactic, and you guys have been using this for years, but this is something that you can’t really do with a lot of websites and things like that where you can instantly see where all of the keywords that they’re organically ranking at the top of the page. So it gives you great insight. You can do this on any Amazon listing, and you can also do it on any Walmart listing as well.

Bradley Sutton:

Speaking of international listings, I’m not even counting this as one of the top 25, but just to let you know what I am showing you guys today, it can be done in a lot of different marketplaces. I’m doing this in Amazon USA. You can also do it in Walmart, in Helium 10 Cerebro, but also these functions work in Canada, Mexico, Amazon Germany, Amazon Spain, Amazon Italy, France, UK, Amazon India, Amazon Netherlands, Australia, Japan, and the United Arab Emirates. So make sure that you guys are doing this in your core marketplace for every listing or marketplace that researching, you know, don’t just like try and translate these words. Anyways, there’s one strategy, one and a half kinds of strategies. Let’s go ahead and go to number two, “How to check the seasonality of a keyword.”

Bradley Sutton:

So let’s hop right back into this keyword list that we had here. Anytime you see any keyword at all inside of Cerebro when you see the search volume, there is this graph button that is right next to it. And this is important, guys, in the coffin shelf, I don’t think we’re gonna see too much seasonality but there are some keywords that, that will have some seasonality. For example, here’s a keyword that came up for this product called Halloween Shelf, but regardless, when you are considering something, your top keyword, I always suggest taking a few of these and clicking this graph because I wanna see how seasonal it really is. For example, on Halloween Shelf, if I look at this, and by the way, this seasonality, I can look on Google trends, I can look on Walmart, I can look on Amazon, all in this same graph.

Bradley Sutton:

I’m gonna take a look at all time what we have of this. We didn’t even show search volume for this keyword back in the day, and it is only showing up in the last few weeks, where all of a sudden now it’s getting like 500-600 search volume. Now, Halloween shelf, if I’m expecting this to have 600 search volumes throughout the year, I’d be making a big mistake. You cannot just look at search volume guys and think that it’s the same throughout the year. Now, what are some that might not be as drastic as that word goes from 0 to 500? Well, let’s look at the coffin shelf. Let’s see if there’s any seasonality here. Click the graph. I’m actually gonna go all time on this keyword, and you can see that typically it’s between like 5,000 to 10,000, but you do see peaks like last year there was a peak coming up in August and September.

Bradley Sutton:

Sure enough, this year again, in August and September, we see a peak. Now, again, this is important because some keywords you might not even realize are seasonal. Now, if it had Halloween or Christmas in it, I think you guys can pretty much figure out that it’s seasonal. But don’t assume guys, don’t assume that people, you know, look at this stuff kind of like the same throughout the year because there are some keywords that have some seasonality to it. So again, anytime you see a search volume graph inside of Cerebro, click it, when you’re looking at a few of the main keywords and open it up on Google Trends, open it up on Walmart, open it up on Amazon, and see if you see peaks and valleys of search volume. And this will give you an idea of the competitiveness of this keyword at different times and also when people are searching for more.

Bradley Sutton:

Number three, how you can see if the exact PPC campaign strategy for a competitor. Now, I actually looked up a couple more coffin shelves here and one other coffin shelf that was on page one. This was a bamboo coffin shelf. Wow, that’s pretty interesting, now they’re making bamboo coffin shelves. But what you guys can do is whenever you see or whenever you run cerebral on one product, take a look at this keyword distribution chart that comes up in cerebral. It’s right in the middle of the page. This product has zero sponsored keywords. What does that mean? That means that we did not detect them in any sponsored ads in the last 30 days or so. So do I know their exact PPC strategy? Absolutely I do. Their strategy is no strategy.

Bradley Sutton:

They’re not running ads on Amazon. So this is kind of cool, if you ever find some top sellers, I don’t think this is one of the top coffin shelves. I was just trying to look for random ones that might have had some kind of specific strategy here. But if you’re looking at top competitors and you notice one or two of them aren’t even running sponsored ads, that could be a good sign in your, in your actual product research. Take for example the first one that I showed you, that one that has Amazon’s choice, we showed him 600 sponsored keywords. Now, does this mean I know his exact sponsored strategy? No, the reason is, if you see 600 to 1000, 10,000 keywords that we’ve detected them in, what does that mean?

Bradley Sutton:

They’re probably running a lot of Phrase Match, Broad Campaigns, and Auto Campaigns. So a lot of these could just be Amazon showing them randomly, right? It’s not necessarily the seller’s personal strategy, but I showed you that one that had zero, right? Here’s another one. Let, let me show you. This is kind of like where I can find their exact strategy. Take a look here. This is another coffin shelf from page one. And look at this, 35 sponsored keywords. If they’ve got 35 sponsored keywords, probably like nine times out of 10, this is their Exact Match Campaign, their entire Exact Match Campaign, because it probably includes plural forms of the word and other forms as well. You know, if they’re running an auto campaign, unless they’re like, have like a 0 cent a bid and like a $1 budget, it’s gonna show for more than 35 keywords.

Bradley Sutton:

So in this case, I actually know their entire sponsored strategy. So what I would do is when I see something that has so few sponsored keywords, I’m going to go up here and under the filters, hit match type, and I’m gonna hit sponsored. And then I’m gonna go ahead and apply these filters, and I’m going to see all 35 of these keywords. And these are most likely the ones that they are targeting. I see here grunge decor, grunge, wall decor, and coffin decor. I see skull bookshelf skull’s gift. So I can see easily what their exact campaign is. Not only that, I am going to be able to see where they are concentrating their spending. I’m gonna go into this a little bit more later, but where they’re showing up as one of the top sponsored ranks.

Bradley Sutton:

So this is pretty cool, guys. Sometimes there are sellers out there who are not running Auto and Broad Campaigns, and you can reverse engineer their entire PPC strategy, using Helium 10. Super, super cool function. So that’s number three, guys. All right? Number four is “How to see the keywords that a competitor is concentrating the most in their PPC?” I kind of showed you a little bit of that in number three, but let’s go back to that first one that had Amazon’s choice that I was talking about. They had a total of 600 keywords, right? Well, which ones are they most focused on? You know, they are probably not equally spending their budget, their PPC budget on all 600 of those keywords. Well, the strategy that you would use, you would go into cerebral. Here’s this list of 600 keywords.

Bradley Sutton:

I’m gonna say match type, sponsored, and then sponsored rank. I’m gonna say between 1 and 15. That means probably their sponsored ad is at least on page one. Usually, for higher search volume ones, they’re gonna have to be bidding a little bit higher or possibly doing a top-of-search bid. And look at this, they are actually not, out of all those 600 keywords, they are only at the top of the search for seven keywords. Guys, I hope you understand how cool this is, and what kind of insights you are getting. Now, this is not Helium 10 hacking somebody’s account and trying to show this to you. This is all public information. If I were to search all these keywords, I would literally see probably that they’re running sponsored ads here, but we’re doing all that hard work for you.

Bradley Sutton:

So look at this. I have coffin shelf, coffin shelves, goth shelf, letter shape shelf, goth shelfs. Like I have their entire list right here of their keywords that they are probably bidding high or doing some kind of top of the search. Guys, this is, these are things you need to be using like right now, to be checked take a look at some of your competitors to see if you can reverse engineer some of their success. Or if you’re launching a new product, under normal circumstances like five, or six years ago, you know, how would you know which keywords that you might want to focus on for your sponsored ads? Well, you would just have to kind of do by trial and error and see what you’re performing. Well, you still gotta do that nowadays, but you have a leg up now on the people who launched years ago and they didn’t have tools like this or all the people who don’t have tools like this.

Bradley Sutton:

Because from day one, if there is a top seller that has Amazon’s choice and they’re the number one selling coffin shelf, they’re obviously doing something, right? So from day one of your own product, now you’re gonna be able to see, Hey, you know what? It’s working for this guy. And sponsored ads, I probably should probably focus on these keywords as well. All right? So that was number four. Let’s go to number five, which is “How to find the top 10 to 15 organic keywords for a niche or group of products?” So first of all, how can you find the niche of products? There’s one way. Let’s just say I have one product as a seed product, like one random coffin shelf. If I put the ASIN into Cerebro without ever even going to Amazon, I can hit get competitors and I am going to be able to see a list of a bunch of similar products here, similar coffin shelves.

Bradley Sutton:

I can see some bat shelves, and I can just select all of these right here. And then I’m gonna be able to open up a search for Cerebro. However, what I like to do is I actually like to go to Amazon and find the main keyword or keywords and actually do the search on Amazon, because I like incorporating sales as well. So if I’m here on Amazon on the main keyword, I’m gonna hit Xray, and here are all of the products that show up on page one. What I’m going to do is I’m actually gonna sort it by sales here, and then I’m gonna select a seed product. You know, if I don’t have my own, I’m just gonna select a random one here. And then all of the other products should be the main products that are on coffin shelves.

Bradley Sutton:

Now, as you notice here, and you guys might notice this too, this is very important. Just because somebody is on the same page as your product does not mean that they are like your main competitor of yours. For example, on this coffin shelf page, look at this. I see a coffin letter board. I personally feel I’m not competing for sales for this. If somebody’s searching a coffin shelf, they’re probably looking for a coffin shelf. Now, do I wanna rank for some keywords that the coffin letter board is ranking for? Sure, it’s somewhat relevant to my product. Do I wanna rank for keywords that a coffin makeup shelf is ranking for? Sure, that’s somewhat related to my product. But if I am looking for the top 10 to 15 organic keywords for a group of products, I want to be only looking at the direct competitors.

Bradley Sutton:

I’ve talked about this for years. Now, how you do that is like form, function, and price is three ways to know. So I don’t want to compare my $30 coffin shelf that I’m planning to make or something to a $300, six-foot-tall coffin shelf that’s not the competitor of my product. The same thing is like, if I have a bright pink coffin shelf, I might not be comparing it to a jet black coffin shelf, cuz the keywords that somebody would search for one is a lot of them are gonna be different than the other. So I’m just looking for the closest competitor. So I like doing this visual check in Xray to make sure that I am selecting those. So I can just select those right here. And once I have all of these selected at that point, I’m gonna go ahead and run them and go right into Cerebro and it will go ahead and show me all of the keywords that are related to any one of these products.

Bradley Sutton:

Now, in this case, I selected here 8 different coffin shelves and it found me a total of 8,000 keywords. Now, what did I say I’m trying to do? I wanna find the top 10 to 15 organic ones. All right? So this is kind of like step one when you’re doing your principle keyword research, where you want to find, you know, seemingly relevant keywords to an entire niche of products and the entire group of products as opposed to just one product like we showed you in step one. I can actually start this process with just one click. This is called One Click Filter. I’m just gonna hit the top keywords. All right? One click and that’s it. Boom goes the dynamite. I can see it actually did filter it down to nine. Now here are my top 10 keywords.

Bradley Sutton:

Now, what did it, what did it do? It said, Hey, I wanna find a competitor rank average of 1 to 40. The reason why I’m now breaking down these filters that it actually did, even though you just do it in one filter, is because maybe you come up with too few keywords or too many, these are the filters you’re gonna need to tweak in order to like narrow it down to 10 to 15. This got it, right on my first try, it narrowed down 8,000 keywords to 9. So I don’t have to go further, but let me just explain what logic it’s using. It’s saying one to 40 and then ranking competitors six. Now I actually put in 8. I’m gonna narrow it down, I’m gonna put minimum 5 ranking competitors.

Bradley Sutton:

Let me see if this opens it up to any more keywords, it might not even add any more. Let’s take a look. Okay, it didn’t even add any more when I put 5. All right? But the point is, I’m looking for the keywords that not just one of the main products are ranking for not just two, but like 70-80% of who I determined as the main players in this niche. They probably should all be ranking for this keyword if it’s the top keyword that’s related to the group as a whole. The other thing that it’s doing is it’s putting a minimum search volume of 500. I can play with that number going up or down depending on how many results I have. But right here I have now the top keywords that are related to this niche as a whole.

Bradley Sutton:

And for example, I can take a look at this keyword here, coffin shelves. And why did this come up? Well, take a look here. If I go to this column here, coffin shelves, I can see that, look at this. One of the keywords is rank one, or I’m sorry, one of their products is one, another is three, another is 5, 12, 13, 17, 18, and 19. That’s crazy. Every single one of these competitors is in the top 20. So that’s obviously one of the top products. Now let, let’s just stay on this search here, and let’s go to now number six, which is “How to find the top sponsored keywords for a niche?” So these are the top organic, but maybe I’m wondering, hey, what are the keywords that most of the competitors are running sponsored ads for?

Bradley Sutton:

And not only that, but they’re kind of like showing up on average a little bit higher in the search results. Let me show you guys how to do that here as far as number six goes. So I’m going to take away all of these other filters that I did. I might go ahead and put a minimum search volume of 200. I don’t want a lot of the nonsense keywords that come up that I’m not gonna focus on. Remember, I’m looking for the top, So I’m gonna say sponsored rank. Let’s go ahead, I wanna see at least four of them running sponsored ads. And if I were to take the average position of where they’re showing up, I would love it for it to be between 1 and let’s just say 50.

Bradley Sutton:

Let’s do one and 50, and then I’m gonna hit apply filters. Now, what comes up here? 40 keywords. All right, so that’s a little bit high for me. Let’s see if I can take this down a little bit. I’m gonna go ahead and, and take it down to sponsored rank average between 1 and 30, and I’m gonna hit apply filters again, and then now I’ve got 11 keywords. Now let’s take a look at these keywords again and see why they came up. One of these is the coffin shelf for the wall. If I look here at the sponsored rank count, what does this mean? This means how many of these top competitors are all running sponsored ads, and every single one of them is because it says eight here, and what is the average rank is 30. So on average, most of these ones are–, or first of all, they’re all bidding against this keyword.

Bradley Sutton:

And on average they’re on the first page or max the second page of sponsor results. So again, I can see across the niche, what are the keywords that these top players in the game are all ranking for ’em? Now I love this one. This is number seven on our list of top 25. By the way, guys, I can already tell, there’s no way I’m going to finish this in one episode. So we’re definitely gonna have to split this into two. But number seven is “How to find the keywords that most of the top competitors are all sleeping on?” When would this be the case? You know, we already found the most important keywords, right? Because most everybody who is the top player in a niche knows the top keywords like coffin shelf. You’re not gonna find a top coffin shelf who doesn’t understand that their listing needs to be ranked high.

Bradley Sutton:

If they didn’t understand that, guess what, they wouldn’t be one of the top sellers of coffin shelves. However, there are a lot of different keywords that somebody could be getting sales from, and sometimes there are only one or two competitors who kind of like get it as it were on certain keywords where they discover through social media or through Pinterest or whatever, some keywords that they are relevant for that most, if not all of the other competitors, they don’t even realize that it’s relevant to their niche, right? And these are important because what happens is if you can find a keyword where only one or two out of your top eight or 10 competitors are crushing it on, guess what? Unlike those other keywords like coffin shelf, you are not having to compete with all 10 of them to get to that first page.

Bradley Sutton:

Now, does that mean if there are 10 all ranking on page one? I’m just gonna give up on that. No, it’s still important, but you just gotta understand it’s gonna cost a lot more money through PPC, and it’s gonna be a lot more competitive to compete with 10 different people. But imagine if there’s a keyword out there where there’s only one coffin shelf showing up. That means somebody who’s in the market for a coffin shelf and just happens to use this random word to look for it. Instead of having to fight 10 other coffin shelves for the attention of this customer, you’re only fighting one or two. Do you guys see how beneficial this could be? Let me show you how to find that with just one click. So I’m still here on this coffin shelf multi ASIN search. I’m gonna just go ahead and clear all the filters I did, and I’m gonna just hit this one filter.

Bradley Sutton:

We call this Opportunity Keywords because there’s more of an opportunity on these keywords, and this came out with 28. Well, if I wanted to do it manually I would be running things like competitor performance score under five, and at least one in max two ASINs. That means I’m looking for at least one, but no more than two ASINs are ranking in the top 15. So if I wanted to narrow this down, if I think 28 is too much, maybe I’ll go 1 to 10 on this instead of 1 to 15. Let’s see what that does to this list. It takes it from 28 to 14. Now, take a look here. Let’s take a look at some of these keywords and see why they didn’t show up as one of the main keywords, For example, coffin decor, and coffin bed.

Bradley Sutton:

Like who would’ve known that a coffin bed is something that would be relevant to a coffin shelf, like you would think That’s a completely different product. But take a look here, this is searched for–, what’s the search volume here? This is searched 1500 times a month. So that’s a pretty significant keyword. And now if I were to look here, look at this, there are only four competitors, even out of these eight that are even ranking for it, but only one of them is in the top 10. The others are ranked 100, 150, and 200, and one of them is ranked seven. So what does that mean? That means the reason why this, this one coffin shelf got on the top 10 of this keyword, they must have got some, a couple of sales at least for coffin bed. What does that mean? That means that there are some people who search for coffin beds and they are interested in buying a coffin shelf.

Bradley Sutton:

Right now, if somebody searches a coffin bed and they happen to be one of those customers who’d be considering a coffin shelf, they’re only seen one coffin shelf out there, right? And they’re gonna buy it. So if you have another coffin shelf and you get on page one for this keyword, guess what? You’re gonna now take 50% of the sales, theoretically speaking, if not more, of those customers who are looking for a coffin shelf, even though they typed in coffin bed. Now, you see why we call these Opportunity Keywords. You’re not, not fighting 10 other coffin shelves for the sale, You’re only fighting one or two max. Super valuable guys, rewind this and watch this segment again, if in case you missed it, but click that Opportunity Keyword to find out the keywords that only one or two of your competitors are crushing you on, but nobody else is doing anything decently.

Bradley Sutton:

Let’s talk about how to see which organic keywords your competitors are beating you on. Now going back to this example, I actually didn’t choose our coffin shelf as the first one. I just choose some random one that is not a great coffin shelf at all. But what if I had put my product here, how would I be finding, you know out what I’m trying to find out here, I would actually go under search volume. Let me clear these filters. Just always start, even though you have the same search guys, always clear the filters and start over when you’re trying to do these different functions. But what I’m going to do, I’m going to under position rank, that means my product. So if for this to work, this first product has to be mine, in this case, guys, it’s not so, so this is not my product, but for this to have worked, I should have put my product first here.

Bradley Sutton:

But let’s just pretend that I am this gothic living coffin rack. I don’t even know why they’re calling a coffin rack instead of a coffin shelf. But anyways, so what I’m going to do is I wanna see where my Relative Rank is low. Now, maybe only a couple of these guys are beating me, or I don’t care if every single one is beating me, but I put in eight ASINs. Let’s just say, Hey, I wanna see where I’m, you know, at best, fifth out of these eight on these keywords. And let’s go ahead and put a minimum search volume of 500, and let’s go ahead and apply these filters. And there are seven keywords that came up here. Now, why did these keywords come up? Let’s take a look. If I put my mouse over the Relative Rank, it’s going to show all of the ranks of these products.

Bradley Sutton:

And in this situation, my product is the one that is bold. So do you see why it came up here? For this keyword, there’s a bunch of these products that are all ranking for it, but I’m 6 or wait, I’m actually seventh here, right? I’m actually seventh place minus bolded. Everybody is ahead of me. So this is I can put five, I can put three, I can put two for Relative Rank. What that means is I’m looking for keywords. We’re at best, I’m showing up there. Now, Relative Rank guys is an important metric because Relative Rank is kind of like sometimes even more important than Organic Rank. Because a Relative Rank is where you’re showing up compared to your main competitors. For example, if I did get on page one of that coffin bed example that I showed you in step six, or, or strategy number six, maybe I would be 15th in my Organic Rank on that page.

Bradley Sutton:

And maybe the competitor is ranked 19th. So you might think, well, 15th and 19th, that’s not great Organic Rank, it’s like halfway down the page, right? But remember, for the buyer who despite having searched coffin bed is actually looking for a coffin shelf, What’s the Relative Rank between me and the only other coffin shelf on there? It’s one because there are only two coffin shelves on page one, and mine is showing up one. So in the mind of that customer who’s actually looking for a coffin shelf, I’m pretty much page one, position one. Does that make sense? Even though I’m number 15, I’m on page one, position one in that exact customer, because they’re not looking for other things. You know, there are people who might type in pillow in Amazon, but they’re really looking for a neck pillow for an airplane. If you type pillow into Amazon, there’s gonna be a lot of bed pillows that show up and, and maybe a sofa pillow or whatever, right?

Bradley Sutton:

But if I am looking for a neck pillow, those other products might as well be not even there. They might as be invisible. I’m completely skimming over it. I’m just browsing that page looking for the first neck pillow I see. Now, every neck pillow on that page, they should kind of like, think about that as the Relative Rank, right? So Relative Rank is something super important to be looking at when you are talking about your own product, comparing it in Cerebro against others. This is a metric that I think a lot of sellers sleep on. I want every single one of you guys right now or after this podcast, if you’re driving or something, you know, put in as the seed ASIN, the first ASIN in Cerebro, your ASIN, throw in five 10 of your top competitors and take a look at the Relative Rank and find all the ones that you are not number one in that is super relevant to your niche.

Bradley Sutton:

Now, if you’re selling a coffin shelf in your Relative Rank for a gothic toothbrush is five, is that really important? Probably not, but for anything that somebody could search for and buy your product? Theoretically speaking, you would love to be Relative Rank one for all of those regardless of your organic page rank, right? So keep that in mind, guys. Super important, that was strategy number eight. I don’t even know how I’m gonna finish this in two episodes. I’m only in eight and I’ve got like 17 more to go. So let me see how many more I can fit in here. Strategy number nine is “How to find the keywords that your competitors are on the first couple of pages for, but you aren’t even ranking and you possibly aren’t even indexed for those keywords.”

Bradley Sutton:

So let’s go back to the same search. Now, again, I didn’t put my coffin shelf in here. This is just some random product that’s not doing very well. So probably most of these keywords, everybody’s beating them on. But what I’m going to do is I’m just going to go into Position Rank, and I’m gonna put a zero min and zero max, all right? But I am going to say I want to find the ones where some competitors are on the first couple of pages, so let’s just say, show me the ones where at least two competitors, no max here. So I’m doing an advanced rank filter minimum of two, and then the second advanced rank filter, I’m gonna say a minimum of one and a max rank of let’s just say first two pages, let’s just say 90.

Bradley Sutton:

So I’m looking for at least two of them ranking in the top two pages. But, I am not ranking anywhere in the top seven pages. And I would imagine a lot of keywords are gonna, are gonna show up here, and sure enough, look at this, the, there are 90 keywords. Guys, if this is the case for you, 90 keywords show up here and you do this search, and you got some problems. Now, the reason why this so many came up is this coffin shelf is garbage. You know, they’re probably selling like three or four units a month. So I expected this, if I were to run my coffin shelf in there, it’d probably be less than 20 keywords that might come up here right now. Look at these keywords. There’s pastel goth decor and vampire decor.

Bradley Sutton:

You know there are tons of different keywords here that you might have slept on. And, and I am not ranking, by me putting zero and zero inside of position, rank zero and zero in a gun. And guys, if you’re listening to the podcast this episode will be on YouTube in about a week. I highly, highly recommend it because this is one of those ones where you kind of need visual aids as well. But hopefully, even with this audio one, you can kind of get an idea of what I’m talking about. But zero and zero I put as a Position Rank here. And the reason is that right here, the Position Rank means that first ASIN, they’re not ranked at all. Now, I have another video that incorporates, like Frankenstein and Index Checker and a bunch of other of our tools.

Bradley Sutton:

So I would go to our YouTube channel and search for you know what’s that? I don’t know how it would be called, but “How to Find Keywords You Might Not Be Indexed For.” You should see a specific video that’s like a five-minute video in itself on how maybe some of these, not only am I not ranking for it, but I not, I might not even be searchable. I might not even be indexed for it, meaning I probably can’t run PPC on these keywords at all. I need to put them in my listing. But this is super simple, guys. This, it takes you like three or four minutes to do, or this part here takes you 30 seconds to do. You can instantly see where your competitors are showing up at least a couple of them on the first couple of pages, but you are not even ranked at all.

Bradley Sutton:

Now, that other video I just referred to takes it a step further and sees how many of these individual words that maybe you’re not even indexed for. So that is number nine. Number 10, “How to see which keywords have page one results where almost no one has the keyword in the title?” Let’s hop right back into the same exact search that we have done. The same thing, remember, whenever we do a new one, always clear the filters. So I wanna see, you know, maybe search volume minimum 400. And it would be kind of cool to see keywords that have page one results. So I would say, Hey, there’s at least one of these main competitors are between rank one and Rank 50. I’m gonna do at least one of these competitors is between one and 50, but the Title Density has a max of three.

Bradley Sutton:

Now, what does Title Density mean? I might be talking gibberish to some of you guys out there Title Density is exclusive to Helium 10, we’re the first to have this and the only to have this other I’m sure will come out with it, but it basically means the last time Helium 10 checked, how many listings on page one have that searched term or phrase inside of the title, right? Because this is kind of a great way to see how easy or difficult it’s gonna be to get to page one. And it also we’ll let you know if you do have this in your title and nobody else does, you might get to page one even without any sales at all. So let’s go ahead and see how many this query comes up. And we have got 164 filtered words.

Bradley Sutton:

Now you’re gonna see a lot of just kind of like random keywords here, like Tim Burton Decor, Kawaii, that’s Japanese for cute home decor, aesthetic shelves. But look at this gothic house decor, gothic house decor. Where’s this search volume at this? This is actually not searching for that much, That’s not a good example. It’s only searched 400 times a month. Here we go, pastel goth decor. Now, if I had a pink coffin shelf don’t you think that would probably be qualified for pastel goth decor? Now this keyword is actually searched 2000 times a month. Now the Title Density the last time Helium 10 checked is one. What does that mean? Out of 50 listings, potentially on page one, on the search results for pastel goth decor, only one product has that exact keyword phrase in the title.

Bradley Sutton:

So, this could be a great way to do product research to maybe find a line extension or maybe something that you’re like, You know what? This I think is super, super relevant to my listing, and I know everybody’s performing well for it, but they don’t have this keyword in their title. So even if they get activity on that keyword, they’re not gonna have as much bang for their buck. They’re not gonna increase in rank as much as I would if I had this keyword in the title. And you can take this strategy, guys. This is the number 10 strategy, by the way. You can take this and do some crazy things with it. Like, for example, I could use, I could combine some of the other strategies that we’ve been talking about and say something like, Hey what where are the keywords where my competitors at least four of them are ranking in the top 30, meaning they’re on page one, but none of them have it in the title, or only one of them have it on the title.

Bradley Sutton:

I mean, the possibilities are endless with these filters here. And then you can instantly know where you’re gonna be able to crush it. You know you can even be doing this to your own listing, and maybe there’s a keyword you don’t have in the title and you’re not doing well on, and you’re like, You know what? Nobody else has this keyword in the title, and I’ve been having trouble getting to page one. Let me go ahead and adjust my title a little bit. You don’t want to take out any keywords from your title where you’re ranking really high, it’s not usually best practice, but maybe there are some needless keywords there in the title. You can kind of take out and replace and, and put this in, and you might see just instantly within a day or two, your rank increase, and you’re gonna see your performance, your rank increase, for sure if you’re running heavy PPC to that keyword and you’re actually getting conversions for it.

Bradley Sutton:

So this is a great strategy, guys, number 10. All right, we’re gonna go ahead and stop part A here. I gotta pick up the pace in part B in our next episode in a few days. I’m gonna go ahead and finish this off, this masterclass, and I’m gonna try and get 15 more strategies into there. But I hope you guys had fun with this. This is a great stopping point anyways before we get to the next 15 strategies. I want you guys running every single one of these, Every single one of these guys is something that you should be doing regardless of if you’re selling on Amazon or Walmart. These are great strategies if you’re trying to research a new niche, or those of you who are already selling, especially you, big sellers out there, have your teams jump into these top 10 strategies and see what kind of insights come out. I hope you guys enjoy this, and I’ll see you in part two in a few days.


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