E-Commerce Trends The Know-how on Keyword Extraction to Maximize Product Exposure

Users can maximize the range of product searches and expose their products to as many consumers as possible by reflecting keywords with high search volume in the listing.

Users can target consumers with more specific needs by reflecting keywords that match the features of their products among the keywords that consumers search on Amazon.

A ‘strategic market’ is not just a keyword market with a large search volume, but a market, where there is demand for the user’s own products without fierce competition. Users can expose their products to a strategic niche market by intensively targeting keywords that show proper demand (search volume), suitable product features (keywords), and low competition intensity (number of listings or number of brand competitors).

This is a process of checking which keywords are commonly used by competitors' listings prior to keyword selection. It is a prerequisite for keyword extraction. First, find the listing that is most similar to your product on Amazon.com. Then, check which category the listing is under. A simple way to check the category is to delete the text after the product ASIN in the URL of the listing. If you search for a keyword and access the listing, the category is not exposed, but if you search with the URL where the text after ASIN has been deleted through this method, the category is exposed at the top of the image. The location of the ASIN in the URL is as in the following image.

Amazon Search Term is a keyword data tool provided by Amazon. When you search for a specific keyword, you can check related keywords, the search ranking for each keyword, and the 1st, 2nd, and 3rd ranks of ASINs in click share for each keyword. Not only keywords but also keyword ranks by category can be checked, and the results can be downloaded in Excel. This feature can be used immediately by clicking on ‘Brand Analytics’ in the drop-down list of ‘Brands’ on the Seller Central dashboard.

The Product Opportunity Explorer (POE), which is a recently released beta service by Amazon, is a feature that displays the niche market proposed by Amazon. Because it is still a beta feature, access is still limited to only some accounts. However, it is a tool that provides a very useful feature for keyword extraction.

The POE can be accessed through ‘Growth’ > ’Product Opportunity Explorer’ on the Seller Central dashboard. When accessing POE, it will display the following main screen. Users can check the niche market and keyword indicators recommended by Amazon for each category and keyword.

So far we have looked at methods to extract keywords within Amazon. Although keywords can be sufficiently extracted through these methods, many sellers are using (paid) external data tools to extract more keywords and secure data. There are also several types of external data tools, and each tool provides different features. There are various features such as a keyword search feature related to a specific keyword, a feature to search for a keyword matching a specific ASIN, and keyword extraction that satisfies distinct conditions (search volume, presence of advertisements, exclusion of specific words, etc.). So, if you need an external tool, compare the features of each tool and use the tool you need.

There is a technique to secure additional keywords even after sales are completed. One technique is to extract keywords with outstanding performance (exposure, sales, clicks) among the keywords found by the Amazon PPC advertisement’s auto advertisement program. Also, if the seller has been selling for some time, then the ‘Search Query Performance’ feature allows you to check the keywords and indicators that Amazon exposes based on the seller’s brand.