Amazon-Why my keyword position is not as good as my opponents
Why is my keyword position not as good as my opponents?
I have met several sellers before and asked me why my sales are better than others, but the keyword position is not at the top. What is the reason for this? In theory, the better the seller, the more orders, the more traffic should be obtained, the better the display position, and the more exposure, so that more orders can be obtained. But why obviously oneself sell better than others, the keyword position actually does not have others to be in front of, this is unreasonable.
Before answering this question, I made a few points:
A: There are more orders than others. How many more orders are there? 1order, 5 orders, 20 orders, 50 orders or how much. The size of the order quantity difference is very important, which will affect our analysis of the problem.
B: The keyword position they say is not at the top of others, whether it is individual keyword or all keyword, this needs to be clarified.
In fact, how to talk about the problem of the above sellers, is a common feature of the industry, not only these sellers will encounter such problems, we will also encounter such problems in the specific operation. Very often, our products have been sold for a long time, but we do not know why when we go to the front desk to search for keywords, many new products will rank better than us, and the keyword position is in front of our products. Sometimes we think it is the problem of the browser. Change a browser to search and finally find the same situation. What's the reason for that?
Before we answer this question, we need to learn about Amazon's simple shopping process. When we search for products on Amazon, there are advertising products in front of us, old products, new products, good order-volume products, general sales, and even individual ones that sell poorly. It feels like a hodgepodge without preface. What is the cause of this? One of these is influenced by a certain theory (not to mention for the time being), but it is also related to the ranking of keywords.
The first theory is not within the scope of our discussion today. With regard to the weight of keywords, we need to think about what the specific influencing factors are. Usually, we measure the keyword weight more by looking at several important points, such as the order volume under this keyword, the conversion rate under this keyword, the historical weight under this keyword, the advertising performance under this keyword, and so on. According to the main points of these factors, we return to the previous question: why my sales are better than those of my peers, but the keyword position is not at the top.
The first theory is not within the scope of our discussion today. With regard to the weight of keywords, we need to think about what the specific influencing factors are. Usually, we measure the keyword weight more by looking at several important points, such as the order volume under this keyword, the conversion rate under this keyword, the historical weight under this keyword, the advertising performance under this keyword, and so on. According to the main points of these factors, we return to the previous question: why my sales are better than others, but the keyword position is not at the top.
Influencing factor-sales volume
The quantity of your order is better than that of your peers. This should be seen dialectically. How much better do you order than others? this needs to be examined. Suppose someone else places 10 orders, ranking 20000, and you place 15 orders, ranking 15000. And the keyword search base of your category is very large, and there are many keywords that can be matched. In this case, the difference between the base of your order quantity at one point is not big, and the number of keywords in another point is too many. Words are very scattered, so it is also possible that the number of orders is not as good as that of others. Another situation is that other people's words use accurate advertising, you are extensive or phrases, this will also have a certain impact.
Influencing factors-conversion rate below keywords
This must be known to all and have heard a lot of seller friends talk about, the most obvious is the AC mark, it is generally believed that this keyword is the highest conversion rate of the product. In general, search for this keyword, and the product with AC will appear in the first place on the home page. But now that you search for a product, sometimes the seller in the head will be ahead of you, even though you don't work with the AC tag. So when your orders are not ranked at the top of your peers, it is possible that the conversion rate below this keyword is not as high as that of others.
Influencing factors-Historical weight
If your listing is longer than others and your performance is OK, it is normal for your order to be higher than others, but the order quantity may be accumulated by many words. If your products are not long on the shelves, one factor is that your listing is better than others, and another factor is that your early advertising promotion is better than others (putting aside the situation of peer brushing, industries with slightly greater competition, less orders, short time, and sometimes no obvious advertising effect), so your sales will be higher than others, and at this time the keyword position is not as good as others, so you need to take a good look at it. A conclusion can only be drawn on whether it is individual or universal, temporary or long-term.
Influencing factors-Advertising performance under keywords
This factor exists objectively. When other people do accurate advertising, you do automatic or extensive advertising. Although your order volume is higher than others, other people's accurate advertising on this word has been placing orders. In the long run, the position of these words will be better than you, even though the order volume is not as high as yours. In this section, we need to think about a question: what are the most important factors that affect keyword ranking? The answer is: the amount of customer purchases under this keyword. We analyze it in two situations-
A: no control keyword ranking;
B: control keyword ranking.
Just as we look at the advertising search word report, we will find that the customer's search words are strange, and there are all kinds of keywords. Then you look at your order and you will find that your order is accumulated by many independent search terms, not by a single customer search term. Let's take the advertising word LED BULB as an example (I am familiar with the word LED lights). Both Bob and Mike advertised the word. Bob looked at the backstage customer search term report and found 4 orders, and the customer's search keyword was H1 led bulb,led bulb,bulb led,h1 bulb led. Mike looked at the data and produced 3 orders, and the customer search terms were led bulb (2 orders) and H1 led bulb. Assuming that this situation lasts for 10 days, regardless of the natural order quantity (use the physical control variable method when analyzing the problem, otherwise there are too many variables to draw an accurate conclusion), under the customer search keyword led bulb, Bob has a total of 10 orders, while Mike has a total of 20 orders. Because the keyword ranking depends on the order under this keyword, you will find that Mike's products will rank ahead of Bob when you go to the front desk to search for led bulb, while you look at the ranking. There are 40 orders in mix in 10 days, 30 orders in Bob in 10 days, and Bob is better than Mike in sales ranking. This explains why your sales are better than others, and some keywords are not ahead of others. (PS: if your sales are better than others, it is normal that some keywords are not ahead of others, and your other keywords are ranked better than others. If all your keywords are not as good as you and others, and your sales are really higher than others, I may have to learn from you.)
If we clearly understand the situation of A, then how to manipulate the keywords will be clear. Some sellers, especially medium and large sellers, when they push new products, they will fiercely brush the core keywords. Although you see that your sales ranking is better than others, the position of this keyword is not as good as that of others. The reason is that a large number of peers have permanently brushed this keyword, so that the product weight under this keyword is very high, so the natural ranking is better than you. The advantage of doing this: because it is the core keyword, so the exposure is very large, when he brushed the product to the front page, the order volume may not rise, but the first condition of exposure is already in place, and then he continues to fill up the product comments, then the product competitiveness will rise, the conversion rate will rise accordingly, and the order volume will move forward steadily. Soon when your order is small, you suddenly look back at his ranking and are surprised to find that he has been far away from you, this is the reality.
Hi, I am Rogers, the webmaster of Woospy, a blog writer and a normal E-commerce businessman. I have been running Amazon and Shopify stores for more than 3 years. During the period of running my own stores, I've been super aware of the exhaustion and helplessness of doing e-commerce business sometimes. This is the main reason why I created Woospy. There are over 300 tools and software I used or knew collected on this site. I believe these tools, software, and tutorials can provide other sellers with a lot of inspiration and improve their efficiency to some extent.
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