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#384 – Amazon Keyword Research Masterclass – Part 2

For today’s show, we continue where we left off in the last episode to share 15 more keyword research tips and strategies using Cerebro.
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37 minutes read

This episode is part 2 of SSP’s new Seller Strategy Masterclass series. Our host Bradley Sutton is back where he left off to share fifteen more tips and strategies focused on Amazon keyword research using Cerebro. If you’re listening to this for the first time, go back to SSP #383 for part 1 of this series.

In episode 384 of the Serious Sellers Podcast, Bradley talks about:

  • 02:56 – How To Find Keywords In Results Where There Is A High Search Volume To Number Of Products Indexed Ratio
  • 05:48 – How To Find Long Tail Keywords You Or Your Competitors Are Ranking For
  • 08:39 – How To Find The Most Popular Root Words For Top Performing Keywords
  • 11:25 – How To Find The Keywords That Amazon’s Algorithm Most Recommends For A Seller To Advertise For
  • 14:51 – How To Find Keywords In The Results That Just Be Putting Them In Your Listing, You Are Guaranteed To Be In The Top 7 Pages Of Results
  • 17:45 – How To Find The Keywords That Only ONE Child Item In A Variation Is Ranking For Instead Of All The Other Child Items
  • 20:00 – How To Find Top Keywords That Competitors Are Not Advertising Much For 
  • 22:25 – Find Out An Estimate Of How Many Orders It Will Take Over 8 Days For A Keyword To Have The Best Chance To Get To Page 1 
  • 24:58 – Find Out Approximately How Many Sales That Keywords Generate Per Month 
  • 26:52 – Find Out Which Keywords That The Top 3 Clicked Products Are Dominating On
  • 29:35 – Find Out Which Keywords Where The Top 3 Clicked Products Are Weak On 
  • 31:15 – See The History Of The Click Share And Conversion Share Of Any Keyword
  • 32:55 – See The History Of The Brand Analytics Search Frequency Rank Of Any Keyword
  • 34:57 – See The History Of Which Were The Top 3 Clicked ASINs for a keyword. 
  • 36:26 – Find Out The Correlation To Which Organic And Sponsored Ranks Relate To The Top 3 Clicked Products.

Transcript

Bradley Sutton:

Alright, guys, this is part two in a two-part masterclass that we are doing on top keyword research strategies for Cerebro. I’ve got 15 of the top strategies in the game that you guys can be using to increase your sales through keyword research on Amazon. How cool is that? Pretty cool I think.

Bradley Sutton:

Helium 10’s got over 40 tools for e-commerce entrepreneurs. I know how overwhelming it might seem to try and figure out how you’re gonna learn how to use everything or maybe even to know which ones you wanna get started with. So for a completely free course, that’s gonna guide you through learning everything you need in order to become a Helium 10 expert, visit the Helium 10 Academy. That is h10.me/academy. 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. We’ve got part two now of our Seller Strategies Masterclass, brand new series where we focus on a different Helium 10 tool. Again, if you’re watching this for the first time, even if you don’t have Helium 10, still listen to this episode because these are strategies that you should be doing and whatever tool that you’re using, you need to be doing these things.

Bradley Sutton:

This is for sellers of all levels. If you’re brand new, you’re gonna find stuff that is beneficial for you. If you’re a nine-figure, eight-figure seller, there are things that your entire keyword research team that’s working for you absolutely should be using these strategies here. So if you guys missed part one, go back if you’re watching this on YouTube or if you’re listening to this on the podcast player, go back, pause this, don’t watch this yet, go back and go through strategies 1 through 10. Today we’re gonna be going over the top strategies 11 through 25. So that’s the top 15 strategies. Out of the top 25, these are all using Helium 10 Cerebro. If you’ve been watching this series and you get a lot of FOMO you guys are not using Helium 10 yet, guys just go to helium ten.com, sign up for an account, and use our coupon code SSP10, SSP10 stands for Serious Sellers Podcast, SSP10, that’ll save 10% off for life.

Bradley Sutton:

But again, even if you don’t have Helium 10, you’re still gonna find benefits in this episode, because we’re talking strategy. We’re not talking about, hey, which column is which, and what does this filter do or anything like that. We have that kind of video in Helium 10. This is strictly strategy. Let’s hop right into it. Strategy number 11 is called “How to Find Keywords in results where there’s a high search volume to a number of products indexed ratio?” What the heck did I just say? So why would you even be interested in this? Well sometimes you might have a high search volume, but there are maybe 30,000 products that are indexed. That doesn’t mean much to me, All right? I’ll say that right now. If there are 30,000 competitors for a product 30,000 keywords or products are indexed compared to 3000, it doesn’t really mean anything to me, honestly.

Bradley Sutton:

I know to some people it does, and I’m not trying to like stuff on your toes, but to me it means zip. Why I’m not competing with 3000. I’m not competing with 30,000, right? I’m only competing with like the first couple of pages, right? But that being said, sometimes it’s interesting to see where there’s a super high ratio for higher search volume keywords where there are a lot of searches for it, but there are hardly any competitors. Let me go in I left my window open from episode one of a bunch of coffin shelves that I have searched. Let’s go into that and show you how exactly you can find this. So I’ve got the eight coffin shelves that I searched up here. What I’m going to do is I’m gonna say, Hey, show me something that’s searched for at least a thousand times a month, but has a Cerebro IQ Score of let’s just say 5,000 or more.

Bradley Sutton:

Cerebro IQ Score means big numbers don’t mean good. Small numbers don’t mean bad, it just means exactly what I said this strategy was, which is finding a high number of searches compared to the number of products index or the number of competitors. So let’s go ahead and see if there are any keywords that match this. And there’s actually 64. So for example, let’s see why these keywords have come up here. Look at this, aesthetically pleasing bedroom decor. There are 10,000 people searching for this keyword, however, the number of products that are indexed is only 750. You can compare that to other keywords that maybe only 500 people are searching for, and there’s like thousands of keywords that are indexed. Here’s another one. Halloween soap dispenser, 13,000 people were searching for it, but there is only 1000 competing products.

Bradley Sutton:

Again, 1000, 10,000, those numbers kind of don’t mean much to me, but still, it’s significant, these numbers compared to others. So again, how did I find this easy? I did a thousand search wine minimum. You can do any number you want, and I put a minimum IQ Score of 5,000. You can play around with these numbers however you see fit. Now, number 12 in our strategies, I have to go a little bit faster. I did in the last episode because I only got through 10 strategies. I have to get through 15 today. So “How to find long tail keywords that you or your competitors are ranking for?” This can be in any Cerebro results. I’m still in the same Cerebro results, and I’m going to want to use Word Count. So if I wanted to narrow this down to like kind of relevant products, I would probably use the Advanced Rank Filter.

Bradley Sutton:

Hey, show me something where at least a minimum of two ASINs have a minimum and max rank of 1 and 50. In other words, I would love to see keywords where at least two of these main competitors are ranking on page one. And of those, I’m gonna go here to Word Count, and I’m gonna put a minimum of four, long tail keyword means like a longer keyword, not like bathroom or gothic decor. I’m looking for gothic decor for spooky people or something like that, somebody at least four words. Let’s go ahead and hit apply, and let’s see if any keywords came up here, and we’ve got 25 of them. One thing I didn’t do is search volume. So let me go ahead and put a minimum of like 300 search volumes and narrow this down a little bit further.

Bradley Sutton:

We’ve got nine filtered keywords. Take a look at some of these keywords that come up. Horror decor for bedroom, coffin mirror full length. Coffin bookshelf large six feet, glass coffin display box. Instantly, I’m looking for long-tail keywords. Now, why are long-tail keywords valuable? Regardless of if we’re talking about sponsored ads or organic rank a lot of times, these longer tail keywords have more buyer intent. Buyer intent means that for somebody who searches for a keyword, there’s a better chance that they’re actually gonna buy a product. If I just had gothic or goth decor, that’s not a very specific keyword, and the results are gonna be all over the place. But if I have something here like one of these was life-size instant coffin instant, that is a very specific keyword.

Bradley Sutton:

If I search for that, the buyer who searches is looking for something very specific, and it’s gonna have a lot more buyer intent. So again, really easy way to do this is by putting a minimum word count inside of Cerebro, like 3, 4, 5, 6. You can even go a little bit crazier with it. Next is “How do you find the most popular root words for top performing keywords?” Let’s go ahead and hop back into this list. And what I’m going to do is I’m going to go back I’m gonna clear this filter, I’m gonna go back to the last episode. If you guys remember, remember strategy number, I think it was like five, which was “How to find the top keywords for a niche?” I showed you guys how to do it with this one click, which is the top keyword.

Bradley Sutton:

So I’m just gonna go back there and there are only nine keywords that show up here. So I wanna kind of like widen this out. So I’m just gonna say four ranking competitors and competitor rank average between one and let’s just say 80. I wanna get like a bunch of keywords here. I’m just doing a random search here, guys. So now 30 keywords came up. This could be 30, this could be 60, it could be 100, whatever the case is. But where I wanna search, and this is something that the 99% of sellers don’t even look at, I’m gonna search here at the top right, there is a box that says Word Frequency. What does this mean? This means out of all the keyword phrases when I said 30 keywords, it’s not 30 individual words, they’re all phrases.

Bradley Sutton:

Some of them have 2, 3, 4, and 5 words out of all of those, these are the most commonly occurring root words. Coffin appears in 13, out of those 30 keywords, shelf appears in 11m gothic appears in three. And the others are all just kind of like two and one. This is kind of important because you can kind of see themes like a coffin. Hey, I obviously need to get coffin into my listing by getting coffin into my listing, I potentially could be ranking for 13 of my top 30 keywords as long as I have those other keywords in there. This also gives me kind of ideas if there’s any one words–, I don’t really recommend a lot of one word, like broad campaigns, but if I was looking for like a phrase match you know, I could potentially put in a coffin, like as a broad match in my PPC campaign, knowing that I would come up for a lot of these keywords that I have here.

Bradley Sutton:

So, super cool technique. I would say 99% of the sellers who use cerebral are not even looking at this box of word frequency. That was number 13, “How to find the most popular root words.” Number 14, by the way, guys. This is unscripted. I don’t have a script here, but I did write out the top 25. If you guys are watching this on YouTube, you’ll see my eyes go to my notes right here, I’m not cheating. There’s no way I can memorize the top 25 things. So I wrote the name of each one out here. Anyways, I’m just calling myself out here. All right, number 14, “How to find the keywords that Amazon’s algorithm most recommends for a seller to advertise? For this, another thing that’s exclusive to Helium 10, since the day we started this over three years ago, I’m kind of shocked, nobody else has come up with this right now, but we’re tying up to the Amazon API here to find out if I was the seller for any one of these products, which one does Amazon recommend most of these?

Bradley Sutton:

So this is in a multi-search. I could do this in a single search. I could do this one by one if I looked at the top competitor without having to put that ASIN into my listing, I can see what Amazon advertising is saying if this was my product, what are the top keywords that I should be advertising for? And it ranks them from like, one to 100, or it could be one to even a thousand. But in this situation, I actually have a bunch of keywords or a bunch of products here. So let’s say Amazon recommended rank average. I wanna see where it’s ranked between like one and let’s just say 80. Meaning that they’re, they’re pretty you know, pretty steady across the board that Amazon thinks that we should be advertising for it.

Bradley Sutton:

Let’s go ahead and put a minimum search volume of 400 and let’s see how many keywords came up. We’ve got 77 keywords that are a little bit too much for me. So let’s narrow down and say Amazon recommended rank average is between 1 and 50. And let’s go ahead and put the search volume of 500. I wanna get this down to under 50 keywords. Alright, here we go. We’ve got 38 keywords. Now how did this come up? Well, coffin shelf large has an Amazon recommended rank average of 44. That means out of–, and there’s eight of them that rank for it. And look here, all of these are in the thirties and forties as far as the rank average. Let’s go ahead and actually sort this by the recommended rank average. I’m gonna click on the column heading right here, and here are some that, there’s only one of them Amazon recommends.

Bradley Sutton:

So I’m gonna look at this one that has nine and takes a look at this, what keyword is, it’s probably like coffin shelf or something. Let’s see what keyword this event is here. That’s nine. Yeah, sure enough. Look at that. I didn’t even see it, guys. You guys are watching this on YouTube. You can tell that I didn’t practice this. Coffin shelf is–, so you could see the Amazon algorithm is working pretty well here because every single one of these top competitors, Amazon is recommending that you advertise for this keyword, and it’s the rank. In other words, this is based on an Amazon internal score for every single one of these is super high 1, 4, 6, 9. So this is not to say that the keywords that Amazon algorithms say that you should advertise for is always the absolute best possible keyword that you should be advertising for.

Bradley Sutton:

No, but you want to know what Amazon thinks you should advertise for? It’s obviously right here. It says that should be the number one keyword is coffin shelf, and sure enough, it is. This is just a great way to get some insight into what Amazon thinks you should advertise for. Strategy number 15, is “How to find keywords in the results that just by putting them in your listing, you are guaranteed to be in the top seven pages.” This is kind of like similar to that Cerebral IQ score I talked about earlier, but basically, this means that the last time Helium 10 checked, there were less than, let’s say 306 search results or competitors. And that means you just get indexed for this keyword, you’re gonna be in the top seven pages, right?

Bradley Sutton:

Let me show you how to do that super quickly here. Remember, whenever you do something new, always clear your filters. Now, let’s go ahead and find–, I’m gonna say search volume minimum of 300. And let’s say, I’m looking for the number of competitors, and that filter is called competing products. So I’m gonna say Max 306. And if I hit apply filters, it’s gonna show me 152 filter keywords. Now, this is out of 8,000 keywords. So this might not have much meaning. So if I wanna make it actually meaningful keywords, again, I’m going back to my advanced rank filters, and I’m gonna say, show me the ones–, let’s just say at least two competitors are ranking between like one and 100. Let’s just say, and let’s see if this narrows it down, 28 keywords. Now, let’s take a look at, let’s take a look at this.

Bradley Sutton:

All right, let’s, I’m gonna just widen out this number here. And some of these you might think that they’re not very relevant here. And so if that’s the case, I would definitely recommend narrowing these filters down a little bit more. But here’s an example coffin letter board. You know, this obviously is not the main keyword for a coffin shelf, but take a look here. The last time Helium 10 checked, there were only about 130 listings that even showed up in the results. Meaning that if I was indexed, if I had coffin letter board and I was indexed for it, I would be already on page three. Let’s just see what it is now I’m gonna hit coffin letter board, and I’m actually gonna look on Amazon. Oh, it is very similar. Look at this. There are only 124.

Bradley Sutton:

This number actually varies depending on what zip code you’re in or what kind of browser you’re using, but very similar to what Helium 10 had checked, we said 134, this has 124. So the worst-case scenario is I would be the 125th ranked coffin letter board. So this is kind of cool. You can see instantly what keywords you don’t have to do anything with, you just gotta put the word in your listing and you’re gonna be ranked in the top seven pages. We just did that within seconds here in Cerebro. Super cool function. I hope you guys liked that one. So that was number 15. Number 16 is “How to find keywords that only one child item in a variation is ranking for instead of all the other child items?” Now, here is the thing if I am searching for anything in Cerebro, by default, what it’s doing is it is searching for not only that ASIN that I put in, but all of the other variations in a child family, like, for example, yeah, let me show you an example right here.

Bradley Sutton:

I just did one of our coffin shelves, the Helium 10 Project X coffin shelf. Now, if you actually look at this coffin shelf, we have a pink and a purple one. Now here I have 2,800 keywords that it found, but these are any keywords that the pink or the purple one are ranking for too. Let me just go ahead and, and do a, a search here for include phrases, phrases containing pink. I bet you some of these will come up here. Yeah, look at this. Pink shelves, pink hollowing, pink coffin. Now, the one that is ranking for it is not this, it’s the pink coffin shelf or the purple coffin shelf that was ranking for these. So that’s my default. It’s showing me that. But if I only want to see the listings or the keywords that this black coffin shelf is ranking for, this is all I have to do, right?

Bradley Sutton:

Right here on the very top right of Cerebro, before I hit and get keywords, I’m gonna hit exclude variations. Now, let’s run this again, okay, get keywords. I’m gonna run a new search right here, and when it shows up, I guarantee he’s not gonna have 2,900. Yep. Look at that. Only 1900 showed up. So of those 2,900 keywords, I now know that a thousand of those probably are either for the pink or the purple one. So guys, real simple, you can, you could be looking at the keywords across the board, or you could be looking as far as the child items, or you could be narrowing it down to just keywords that one child item has been detected that it’s ranking for in the last 30 days or so. Number 17 is “How to find top keywords that competitors are not advertising much for?”

Bradley Sutton:

Let’s go back into the multi-ASIN search that we had done. All right, and let’s go ahead and go back and do the top keywords. Now in this situation, only nine keywords came up. So let’s go ahead and, and open this up just a little bit more. I want like at least 30 keywords or so or so to come. Just a moment. Let’s take this down to 400 search volumes. And there we go. We got 25. So these are the top keywords, right? But now out of these top keywords, where is the one where the sponsored rank average is low? Well, I don’t even have to filter it out. I’m just going to look here and I’m gonna sort it by sponsored rank average. The other thing I can do is Sponsored Rank Count.

Bradley Sutton:

Sponsored Rank Count means how many of the top sellers are all ranking for it? All right? Look at some of these keywords that don’t even have any sponsored ads running the last time. Helium 10, check of these exact ASINs. Here are a few that only had two. A glass coffin, a Halloween shelf. There are only three of these top competitors are even ranking for it. If I sort it by sponsored rank average, now, I’ll be able to see, hey, are these people even like bidding highly on it? Look at this one. The sponsored rank average is 44 for the gothic shelf. Why only two ASINs are showing up on page one, according to this, for this keyword here? So this is very valuable. Again, it took me like two seconds to look at this, where I found the top keywords with one click, and then I’m looking at the sponsored rank average and sponsored rank count.

Bradley Sutton:

And now I can instantly see where these top players, sure, they’re ranking high, but man, all I gotta do is a top of search ad and I’m gonna be the first competitor who’s actually advertising on this keyword. You know, theoretically speaking some of this data might be a week old, but it’s very doubtful that in the last week, all of a sudden, every single compare decide to start advertising for this keyword. So instant, easy, easy wins of showing you guys that you can have for your advertising. Alright, that was number 17. Number 18, “Find an estimate of how many orders it will take over eight days for a keyword to have the best chance to get to the page on.” We’re not talking like search find buy here, guys, but we’re talking about regular people who are just doing organic searching and finding the product, right?

Bradley Sutton:

This is the column CPR that you are looking for. So for example, here is a keyword Halloween shelf decor. Basically, you would need 27 orders, or maybe an average of three or four a day, because the CPR number here is 27. You need 27 orders to give you over eight days to give you the best chance to get for page one on that keyword. Halloween shelf decor. This is super important if you’re using the Maldives honeymoon launch strategy combined with PPC. Episode 301, episode 350 of the Serious Sellers Podcast. I talk about the Maldives launch strategy which it requires a heavy top of search bidding on 5-10 of your main keywords that, by the way, hopefully, used these techniques in order to find your top 10 to 15 keywords or five keywords.

Bradley Sutton:

And then you gotta be monitoring your PPC conversions for it each day to try and get that many orders. So, like, for example, if I was trying to get to page one for Halloween shelf decor, and I did a really low price, or like a coupon or something where I’m like, Hey if anybody sees my PR or my listing for Halloween Shelf Decor at the top of the page, they’re gonna buy it because that price is so low, right? And my listing looks great, whatever, right? I’m gonna be monitoring that during my launch, and as soon as I get three orders for that day, I’m gonna turn off that campaign, or I’m gonna pause that target of Halloween shelf decor. I only need three to four a day if I get that. If I’m doing this each day for eight days, chances are, you know we’ve tested this many times, I’m gonna be on page one if not the top of page one by the end of eight to 10 days of doing this.

Bradley Sutton:

So this is a great strategy. Guys I’m just touching briefly on it here. The Maldives Launch Strategy, but the way to find out an estimate of how many you would need is right here in Cerebro by using the CPR column strategy Number 19, “Find out approximately how many sales that keywords generate per month.” Now we’re getting into some advanced strategy here. This is only going to show up right now. If you’ve got a Diamond or above Cerebro account, right? Diamond or above Cerebro account, you are gonna see this. Let me just show you what you diamond members and Elite members have. If I see a keyword here, it says coffin shelf large. For example, there is a column here that says keyword sales. This means that estimated 26 sales happened for these 1,942 searches.

Bradley Sutton:

Coffin shelf 295 sales happened out of 10,000 estimated searches. Now here’s where it’s really, really interesting, guys. This is not like a one-to-one ratio. Look at this word coffin bookshelf. It’s got 3000 searches, right? 3000 searches, however, that’s only like one-third, one-fourth of what this coffin shelf was, but it only gets 12 sales a month on average. So not all keywords are created equally as far as how much buyer intent it has. So this can be an interesting way to kind of see like, okay, this is great that we have the search volume here, but Helium 10 will show you sometimes that sometimes there is not many, if any sales that are happening on some keywords, Other keywords has a a crazy high number of sales compared to the search volume, All right? So don’t just look at search volume.

Bradley Sutton:

If you have a diamond or above account, take a look at that keyword sale so you can kind of have an idea of what kind of sales is going on for this keyword. Now, strategy number 20 now we’re gonna go to something that as of the time I’m talking about, is only available to elite members. So I don’t want you, everybody else to be tuning out. This might eventually go to Diamond, might not, but regardless you know, if you’re an advanced seller, you should be using this strategy. If you are a newer seller and you have a Brand Registry, you can kind of see this using brand analytics inside of Seller Central. It s just very tedious, but guess what, for three years, Helium 10 didn’t have this, and I would do it the tedious way of looking in seller central brand analytics for this.

Bradley Sutton:

But now Helium 10 leveled up for elite members, and I’m an Elite member. So we have got brand analytics within helium temp. Let’s take a look at some of these keywords. I actually move this column to the first because this is the most important to me, coffin shelf large. All right? I wanna see which of the keywords the top three click products are dominating on. Now, here is an example of this. Look at this. Coffin shelves, a hundred percent is the total click share of the top three products. That is what this figure represents. If you see a column in Helium 10 Cerebro that says ABA Total Click Share, that means how much percent of the clicks, the top three ASINs share. If I were to actually expand this out, I can see some details on this. All right?

Bradley Sutton:

So under the most recent time here, I can see that actually the top two products took all of the sales of the coffin shelf one was 66.7%, and the other was 33.3 for this timeframe of this last month. So this can be helpful because you can take this in a number of ways. You can be like, you know what, if I see a keyword where there’s only two products or three products that are just dominating, like all the clicks, I might take that to say, You know what? I’m gonna stay away from this keyword because these products are like, just crush it. Or I could look at it the opposite way. There’s no right or wrong way to look at it here. Everybody has their own interpretation of this data. Another person could look at this same data and say, “What only two products made up all of the clicks that resulted from this search?”

Bradley Sutton:

That means that if I look at those products and I know my listing is better, woo, that means I’m gonna go ahead and steal all their clicks. So, super cool. So the opposite way is–, this is strategy number 21, “Find out which of the keywords where the top three click products are weak.” Watch this, let’s go back in. I’m just gonna open up this search to all of the keywords. So let’s go in here and in my ABA top three ASINs total click share. Let’s go ahead and do a minimum 1% and a maximum 12% search volume of 500. And there are three keywords that came up here. Take a look at this guys. Here is Halloween bathroom decor, the top three clicks, All right?

Bradley Sutton:

They only made up 11% of all of the clicks on that happen on this keyword office desk, only 11% wall decor. You see how it’s kind of like, kind of like generic keywords here. On the flip side, I can be like, Hey, show me the ones where at least 75%, let’s just say at least 75% of the clicks, where were these top three clicked products? All right, let’s take a look here. How many came up? 188 of these keywords came up coffin mirror. Coffin mirror, it was searched for 2,800 times, and the top three clicked products, 75% they made up of all of the clicks. Again, look at this one or of two ways. You could be looking for the ones where there’s a big percentage or where there’s a little percentage, and in addition, I could actually be going in history and seeing the history, which brings me to strategy number 22.

Bradley Sutton:

“See the history of the click share and conversion share of any keyword.” Let’s go right into this coffin shelves keyword. I’m gonna click the brand analytics data. I can look here weekly. Let’s just go ahead and look weekly, all the way from March of 2022, all the way to September of 2022, for example, and what is gonna show me is week by week, I just put my mouse over and I can see what are the top clicked products for this keyword every single week in this timeframe. Super, super cool. And look at this, our Helium 10 coffin shelf is actually one of the ones that show up here more often than not. So super, super cool to see the history of the top three clicks and conversion share.

Bradley Sutton:

Conversion share is actually more important. You can’t see it if you guys are watching this on YouTube, it’s cut off my screen, but this product had 23% clicks, but it actually had 57% of the conversions. Meanwhile, our Helium 10 coffin shelf on this one week only had 14% of the conversions. Conversions means of all the purchases that happened after the search of coffin shelves, how much percent of all of those purchases did my product have? And I can see that there is only 14%. Super, super, super cool. That was strategy number 22. Next is strategy number 23, “See the history of the brand analytics, search frequency rank of any keyword.” That is still right here in this graph. So search frequency is this, is this purple one? So brand analytics guys, just to explain it is a list of keywords that Amazon publishes either daily, weekly, monthly, or quarterly.

Bradley Sutton:

And it can be anywhere from like a million to 2 million keywords. And it actually ranks them as far as the most search to the least search. And this is actually a great way to validate Helium 10 search volume. Cuz if, like, let’s say we have a search volume of 1 million for one product and 500,000 for the other or for one product, for one keyword I should say, and 500,000 for another keyword. Now, if in brand analytics from, from seller central Amazon is showing that the 1 million keywords actually has a lower rank than the 500,000, well that means that helium 10 is probably wrong with the search volume. Spoil alert, you’re not gonna find too many mistakes, and like my experience is 98% accurate as far as if you were to compare it to, to brand analytics comparing it to Helium 10 search volume.

Bradley Sutton:

But what we have here inside of Helium 10, if I clicked on any of these keywords in cerebral and I look at a certain timeframe, I can see what is that search frequency rank. So this week it was the 603,000 most searched keyword in all of Amazon. Here in July, it was the 981,000 most searched keyword in Amazon search frequency rank. So super cool guys. See the history of the search frequency rank in addition to Helium 10 has always shown search volume, of course. We’re coming to the end of it here, guys. Strategy number 24, “See the history of which were the top three clicked ASINs for any keyword.” The top three clicked ASINs, so let me go ahead and find the coffin shelf here. So if I’m looking between March and August, I can just look month by month and every time I put my mouse over, I can see which the top three clicked.

Bradley Sutton:

But I actually like to go to these ones on the right and I can see it all right here. Like for example, in July, top clicked ASINs number one was that dang one that has Amazon’s choice. Number two is another product. And number three was the Helium 10 Project X coffin shelf in June, we were number three in May, we were actually number two in May. So I can see the complete history of which were the top three clicked ASINs for any product. And I actually like looking at weekly and like just like looking at the last few weeks is actually something that I like looking at because it’s gives me more granular data to see what’s happening week by week. So for example, I can see that a few weeks ago, the Helium 10 Project X coffin shelf was the first clicked ASIN, and, but the very next week it slipped to number three, and the week after that, it was also number three.

Bradley Sutton:

Final strategy guys. Number 25 of the Serious Seller Strategies that you should be using in Cerebro. Again, these are for Elite members, is “Find out the correlation to which organic and sponsored ranks relate to the top three click products.” You might think that, hey, if I wanna be one of the top three clicked or one of the top three purchased, I gotta be one of the top three organic ranks. And a lot of times you would be right, like for example, this Amazon’s choice one, take a look here. Every month they are the number one clicked. What is their organic rank? Their organic rank is number one on average. So that’s working for them. But take a look here guys, at these two, the number two and the number three clicked products. Which one of these is the Project X coffin shelf?

Bradley Sutton:

Look at the rank. This is from Cerebro guys, this is something that Brand Analytics does not have. For the first time ever, you are able to compare Brand Analytics data with your Helium 10 data. So for example, to be the second or third most clicked and most purchased product, we have an organic rank average of only nine or 13 or even 15 here. So all of those products that are number 2, 3, 4, 5, 6, and seven, like this shows me, Hey, I don’t need to be trying to spend money to, to try and improve my organic rank from nine to five or nine to four because odds are it is not going to help me that much. If I’m not number one, I should just try and stay in the top 10 and I will probably maintain my top three clicked.

Bradley Sutton:

Metric right here, same thing, sponsored ranks. This guy stopped doing ads for a month in July, and he did not lose his click share. What he did lose is a little bit of his conversion share. His conversion share went down, going from 38% on this keyword to 30%. And it’s because as Helium 10 is showing, he stopped running sponsored ads in the month of July. If you’re wondering how in the heck is the Project X coffin shelf, according to brand analytics that I’m looking at here, the number three or the number two most purchased product after a search of coffin shelf, and yet the organic rank is nine? Take a look at our sponsored rank average. It is number one on average we are showing up at the top. So we are getting a lot of our sales from being the first top of the search in sponsored rank.

Bradley Sutton:

Remember that actually shows, shows up before the organic rank. So this could be mind-boggling for some of you who are so fixated on getting the number one, number two, or number three position, because you think those are the only way–, that’s the only way to get the top one, two, or three converted. It’s not sometimes, sometimes it is, sometimes it’s not. Don’t guess when it is and when it’s not. You actually now have this data inside of Helium 10 Cerebro for Elite members where you can compare the top three products where they showed up for in the top three clicked and compared to where their average organic rank was. Alright, guys, there you have it. Between last episode and this episode I gave you 25 different strategies, or how do I call these seller strategies. Serious Seller Strategy Masterclass, 25 top questions or puzzles that you can solve using Cerebro.

Bradley Sutton:

This is why this is my favorite tool. I am not sure that any other tool is gonna have 25 different use cases for it, and I only scratch the surface. There’s a lot more minor use cases that I didn’t even mention because I’m not gonna make three episodes here, but anyways, 25 strategies guys, only a few of these are exclusive to elite members. The rest of these guys, I don’t care if you’re brand new, if you’re a Platinum member, if you’re a Diamond member, you have got to be using these strategies that I talked about in the last episode. In this episode, you are gonna see some hidden gems that your competitors are outperforming you on some keywords. You’re gonna find keywords that you didn’t even think are relevant to your product. And now the next step is not just to oo and awe and how cool this is and how cool is that?

Bradley Sutton:

Pretty cool. I think this episode was so great, Bradley, blah, blah, blah. That doesn’t do anybody any good. What’s gonna do you good guys, is go through this one by one and implement them for your products. Run these strategies guys on your products. Find these new keywords that you’re not doing well for, that your competitors are advertising for, and take action. You’re not showing up great on your relative rank. Maybe increase your spending on PPC for these keywords. Maybe you’re not even ranking for these keywords at all. You’re not indexed. Put these keywords into your listing. Maybe you’re having trouble getting up on page one. Can you put this keyword in your title? There are so many things, actionable things that you guys can take away from these episodes. I want you guys to do it as soon as possible, so please, please, please implement these 25 strategies from this episode on the last episode and let me know how it goes. I will see you at the top because that’s our motto here at Helium 10. We help you rise to the top with Helium 10 with these top strategies, guys, I hope you enjoyed this episode. We’ll see you in the next one. Bye-bye now.


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Want to absolutely start crushing it on Amazon? Here are few carefully curated resources to get you started:

  • Freedom Ticket: Taught by Amazon thought leader Kevin King, get A-Z Amazon strategies and techniques for establishing and solidifying your business.
  • Helium 10: 30+ software tools to boost your entire sales pipeline from product research to customer communication and Amazon refund automation. Make running a successful Amazon or Walmart business easier with better data and insights. See what our customers have to say.
  • Helium 10 Chrome Extension: Verify your Amazon product idea and validate how lucrative it can be with over a dozen data metrics and profitability estimation.
  • SellerTrademarks.com: Trademarks are vital for protecting your Amazon brand from hijackers, and sellertrademarks.com provides a streamlined process for helping you get one.

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