A detailed discussion on the refined management of keywords

A detailed discussion on the refined management of keywords

In daily work, everything must be done in detail.
Today, let’s talk about Amazon’s “word selection” and how to select and use keywords carefully.
This article elaborates on five aspects: keyword library, etymological objects, traffic structure, traffic stratification, and traffic generalization .

01


Refinement of keyword library


The first step to refinement is to refine the underlying foundation. For word selection, the underlying foundation is the vocabulary. What kind of vocabulary is an effective vocabulary? The vocabulary is composed of keywords that consumers search for.
The solution is familiar to everyone, which is to use ABA data. ABA is the official backend data of Amazon, and its authority is unquestionable, but it has two shortcomings:
First, if you use the exported words directly for filtering, your computer may not be able to handle it, because processing a file of more than 400 megabytes will cause you to crash.
Second, if you reverse search by entering ASIN, you can only get the keywords that are in the top three in click rankings, and many keywords that are not in the top three in click rankings will be ignored.

02


The refinement of etymological objects


Today I want to share with you a new idea: indirectly confirm the sales of different variants by comparing the number of traffic words in the variants.
Just like the picture below, sort out the traffic words of different variations under the same Listing, especially the natural traffic words (because the number of natural traffic words can better explain the situation of natural orders), it will be much easier to choose which variation.


03


Detailed traffic structure


In the first picture comparing the variant traffic words, I also revealed another very important information - the traffic structure of the product.


04


Refinement of traffic stratification


If different types of traffic are the "horizontal" of the matrix, then reasonable traffic stratification is the "vertical" of the matrix.
Specifically, each type of "horizontal" traffic will be composed of which "vertical" keywords, including main keywords and long-tail keywords, and the budget will be allocated and the rhythm of the strategy will be planned accordingly.

05


The refinement of generalization strategy


What is generalization? It is to obtain the traffic of related keywords based on the target keywords. In Amazon's system, it is divided into the expansion matching of related keywords and phrase roots. There is a progressive relationship between the two.
Related keywords refer to the existence of two or more central roots for a product. For example, there are at least three roots in English to describe power banks, namely: charger, power bank, and battery. These roots will extend into many keywords, and even these roots can form new keywords, such as battery charger.

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