Amazon Listing Optimization: How To Rank #1 On Amazon And Get More Sales #Best Education Page #Online Earning

because up until that point I didn't

know anything about Amazon even though I

was working for a company in the Amazon

and just seeing what was possible and

the different speakers and the

networking that I did just completely

changed my trajectory I just dedicated

myself to learning everything I could

taking courses watching videos

networking and then I just became a

consultant you know I was like I didn't

I didn't really want to do my own

private label you know with helium tan

you guys have the ability to help people

determine you know how many products to

get a cell to rank it for different

keywords so do you mind you know maybe

you can transition a bit into helium ten

and how that can help sellers now what

do I have here I've got a list of words

and phrases all right so these phrases

are those ones that I put that I want to

happen phrase form as you see there's

different colors here basically it's

grouped by search volume so the red

would be the group of keyword phrases

that are searched for most and it goes

down in priority the other method is hey

they might be on par with everybody

there's my be even better

within the like hey I know there's

certain customers actually sort

sometimes I price and so I'm gonna make

sure I'm on the lower

hey everyone this is stephan james from

projectlifemastery.com in las vegas I'm

with Bradley Sutton who works with

helium 10 which is a software that

provides a suite of tools for Amazon

sellers to help them do product research

to help them find keywords for their

product to help them optimize their

Amazon listing incredible tool that

every Amazon seller needs but I want to

spend time today talking to you about

listing optimization because you've

launched and optimized over 400 products

on Amazon you have so much experience on

this that a lot of people might not have

so I want to dive into that today but

thanks for taking the time man thanks

for writing it gives you to finally meet

you in person yeah so how did you get

involved in Amazon because I know before

helium came you're doing consulting you

worked with a lot of Amazon seller so

how did how did this all come about for

you yeah I I had like 20 years ago I

started being entrepreneurs like when

fast and furious will came out and I

joined this Korean company who is

focusing on Korean cars and so I was

really into that so by made these

connections at that time with these

Korean gentlemen and we've stayed in

contact throughout the years and about

five six years ago they're like hey you

know we just started a cell phone case

you know cliche now but literally and

those days it was it was a lot different

than it is now a cell phone case company

were like we're gonna start selling on

Amazon would you like to join our

company so I was kind of like the the

name on the company because I was the

only American and I provided the

warehouse and everything they provided

that Amazon know-how and it was just

instantly successful I mean each SKU

they had like only six or seven SKUs

each queue was something like a thousand

years a day it's crazy was in the heyday

of you know when Amazon cell phone cases

just started taking off but they kind of

kept their information tight you know

even though I was a part owner of the

company they just had me do the

logistics side and things I really enjoy

was going on and they really didn't know

what they were doing either they got

completely lucky with these listings and

they just took off but what happened was

now all of a sudden companies like

spigen and you know case ology and

things like it they could see what they

were doing and they actually knew what

you know the right way to do Amazon so

they just copied what was working for

them and they just took off and then

that business won from a thousand units

persecutes at five hundred a day to 102

almost nothing companies split up I

really don't know what I wanted to I was

like not exactly inspired to go back to

the corporate world you know once you

have that taste of the of kind of being

your own boss it's kind of hard to go

back you know to working for the man

again

so I guess went to a conference like

like this one just on a whim I heard it

on a podcast I'm like you know what I'm

gonna go and it kind of changed my life

because up until that point I didn't

know anything about Amazon even though I

was working for a company on Amazon and

just seeing what was possible and the

different speakers and the networking

that I did it just completely changed my

trajectory I just dedicated myself to

learning everything I could taking

courses watching videos networking and

then I just became a consultant you know

I was like I didn't I didn't really want

to do my own private label I started

just working for those original guys

again they were like hey we saw that you

finally learn how to do it can you help

us you know so they hired me back kind

of as a consultant I was hired by other

companies and and there's I launched all

those products so that's kind of like my

history I I I went from you know not

knowing anything you do on Amazon and

just really dedicate myself to learning

thanks to a conference and then just

started helping other sellers yeah let

me ask you about I guess picking a

product because that's something that

you know a lot of people they're

watching this they're maybe at that

stage they're thinking about getting

started they're not sure what to sell

maybe they're going through amazing a

selling machine or a course like that

that's given them a criteria to help

them but what have you notice like what

are the things that people need to look

for cuz you can optimize a listing but

if there's no demand for it

you know you know or you're not getting

traffic to it's not gonna matter so I

guess before we get into the

optimization of a listing what should

people look for when deciding which

product that they're gonna sell on

Amazon so important you know I love Gary

Vee but but he talks a lot to

entrepreneurs and what they what he says

or influencers entrepreneurs or

influencers hey what should I do

he always will say which is a hundred

percent correct do what you're

passionate about what you know a lot

about is gonna give you a better chance

at being successful you know like if

you're into fashion you know make a

youtube channel about fashion alright

you know you're passionate about it it's

gonna it's gonna reflect but the thing

is you can't do that in Amazon it's a

different ballgame

I could be passionate about phone cases

right I could be the number one

in the world on film cases that does not

mean I'm gonna be successful Amazon as a

matter of fact I won't be because

cellphone case is now is such a

saturated market that it would be almost

impossible to scale a brand new business

that doesn't have a brand name so the

first thing I tell everyone is it's

great if the product that you are an

expert in or that you are passionate

about maybe there is opportunity all

you've just hit the Holy Grail right

there 95% chance that's probably not the

case you've got to go and find the

opportunity and it could be something a

keyword or a niche that you don't know

anything about but learn about it

because that's that's where the

opportunity is going to be you can't do

you can't be selfish when you're when

you're thinking about a new private

label so find the opportunity sure is

demand you know that's the other thing

is Amazon is not Kickstarter you know I

could have the most amazing thing

speaking of cell phone cases I could

have a cell phone case that maybe has a

laser pointer you know right maybe

amazing amazing product right you're not

gonna get sales on Amazon because nobody

is searching for a cell phone case with

laser pointer because they don't even

know it exists so you've got to have

make sure that there's demand either on

Amazon or off of Amazon for whatever

reason and you can't use Amazon it's

like a Kickstarter a crown crowdfunding

or to build it a minute yeah and usually

this that the research is so important

to know what people are searching for

and what's selling and looking at the

other products when you do a keyword

search or a category search and I I

agree with you too I think you know

ultimately if you can find it doesn't

have to be the product but maybe the

niche is something that because I always

tell people look big-picture - don't

just look at Amazon look at maybe can

you expand this on Shopify could you

create content on it can you find

influencers you know think bigger

picture but I think especially for the

first product or your when you're just

getting started you know go through the

learning curve and then once you get

confidence from that you know what to do

then you can go after a lot more

competitive spaces because you know what

it takes you you know you've studied it

you've got results from it and it gives

you the confidence to pursue more

competitive products absolutely so ok

let's talk a little bit about listening

so let's say someone has an Amazon

product they're maybe get some traffic

to it and everything how can you know

what are the most

elements I guess of a listing that

someone should focus on to get the

biggest return yeah you've got a look at

it at almost as like a two-pronged

effort you've got to make what we call

the machine happy amazon happy the

algorithm right like for example if

you're trying to use a keyword that

amazon doesn't even think has anything

to do with that category you're in it

doesn't matter you have that keyword

it'll soon you won't be you won't be

indexed or you won't even be searchable

for it so you do have to on one hand

make amazon happy but on the other hand

you've got to definitely have your

buyers in mind and and that's a big

thing I think so many sellers make that

mistake is they focus too much on Amazon

which is important you know relevancy to

Amazon is important but at the end of

the day it's not Amazon's algorithm that

decides whether your product is gonna be

bought or not it's the actual buyer

looking at it so you gotta find that

balance between the two know where to

put your most important keywords you

know I'm sure we're gonna talk about

that a little bit but there's a reason

why there's a certain kind of hierarchy

as far as a listing goes of where Amazon

puts priority you know where it gives

ranking juice I guess if you can call it

because you know in their studies that

they're like hey buyers who see the

title for example you know which is that

if somebody's gonna see text in in

Amazon listing it's probably that the

title you know like so obviously they're

gonna make that so important because

they know that might be the only thing

that the buyers actually read about the

product images of course is you know

super important right so the is again

all of this that I'm talking about gotta

find that balance between making amazon

happy making the butter so in other

words like a lot of people though just

here's a bunch of keywords and stuff it

in the title and that might rank maybe

for some of those keywords but a buyer

is gonna look at that and it's like this

a bunch of text and keywords it's not

readable it's not attractive it's not

compelling so you've got to find that

balance in terms I guess keyword

optimization because that's that's one

way people try to get traffic as they

rank it Amazon is a search engine so

have you found it's best to have the

keyword as early as possible in the

title like you're the first ones or the

position yeah there's there's you know a

few tricks that for those of you don't

know where there's what's called the

canonical URL and the canonical URL is

what's indexing Google and Bing and it's

like if you just have a regular you know

title what Amazon does is they'll take

random words from that title in any

order and then just that'll be in your

canonical URL so if any of you want to

know what that is just go to any Amazon

listing on a desktop browser if you look

at the top the actual address it'll say

amazon.com four words and it'll be like

five words for the - that's randomly

taken from the title and and then a

whole bunch you know the ace in a bunch

of other gibberish there so the key is

you can actually there's a trick that

it's working now it's worked for a few

years it could maybe not work you can

actually lock in that canonical URL by

making your first five words of your

title they have to be full words you

can't use like the or end or word so

Amazon doesn't like like best or

anything like it but if it's you've got

five words and then put a dash after it

Amazon after 24 hours will lock that

canonical in so then anytime actually

somebody clicks on your listing from off

of Amazon they're clicking on that

canonical URL but you're getting rank

juice for those keywords so the key is

like your most most important if you can

get like a five word phrase which is

kind of hard but at least one of the

three word phrases may be another

two-word phrase and somehow make it

again like you said you can't just like

throw words in there and put a dash

because somebody's gonna be like what is

this but if you did find a way to make a

five-word sentence that's actually

important keywords for your listening

and then put that dash and lock in your

canonical URL change back the title once

you is a permanent URL I guess it's it's

permanent but then if you change it

later

Amazon might go and randomize that

canonical so like once you lock in like

me personally I just keep it there

sometimes I've heard about that exact

thing like they change it afterwards and

and then Amazon just keeps that original

canonical URL as long as other words

haven't really changed in the title but

but that means that anybody clicks on

your listing outside of Amazon and then

it's like it's almost as if you search

it's the Amazon Amazon smite it's almost

as if the customers searched for that

keyword so the most important keyword I

would put right at the beginning of your

title but nowadays Amazon is saying hey

you need to put your brand name in the

beguine so that's that's a thing like

right now it's not locking it in it's

not automatic like you don't get

automatically suppressed if it's not but

they did say this was that Amazon boost

conference last year where they said hey

they're gonna start doing manual

checks and if they see that your brand

name is not the first word of your title

they might either suppress your listing

or actually go in there and make their

own title and that you can't even change

anymore so just know that you're running

the risk if you don't put your brand at

the beginning got it so have you having

the keyword in the the URL the title and

then also Amazon gives you the option to

add other keywords to your listing as

well

do you mind you know with people how can

they do keyword research I know there's

a manual way which could be pretty

gruesome and you guys have an awesome

software that helps them to give them

some of the research for them but I

guess what's that process typically to

find keywords if they know that they

want to sell a yoga mat let's say yeah

how would they find the keywords that

are best for them to rank and optimize

your product for yeah so what I'm going

to talk about regardless of whatever

tool you're using you know this is very

important so you don't don't zone out

just because you don't have helium 10

but you can definitely use this but it's

so important again as I said Amazon's

about existing demand and so don't try

and reinvent the wheel you know so if

you have searched for a product and done

great product research and there's

something that has demand there's

probably some sellers who are already

doing well okay so the first thing is

what I like to do is I like to identify

four or five of my most direct

competitors now here's an interesting

thing that I always teach I think people

don't realize like for example you type

in accordion right now on Amazon just

the word accordion

you're gonna have some like $500

professional accordions you're gonna

have like some $25.00 or kids accordions

they're all on the same page

that's that keyword accordion probably

is the main keyword for all of those but

here's the thing if I've got that $500

accordion that $25.00 accordion the the

kids wonder even it actually does if you

actually type it's the last I checked if

you type in accordion like there's a

$25.00 kids recording that has Amazon's

toys and best-seller vaginal net if I've

got the 500 professional cording I don't

even care what the heck keywords that

one is listening yes they're number one

on my page they are not my competitor

and I like shocks some people when I say

like I don't care if they're on the same

name that day the same main keyword that

is not your compare because here is what

happens when you buy a product on

like what's something that you search

for recently yoga mat yoga mat okay so

when you decided that you need a yoga

mat an image one in your mind like hey

this is the kind of yoga mat I want you

know I know some are ribs or some are a

certain material like you had an image

in your head now you can't you know we

don't have the technology yet of

transferring an image in our head to an

actual search I'm sure in like 20 years

who will have that right so what you did

was you had that image in your head and

then you to your best ability like made

it a keyword search yeah yo was it yoga

mat that you actually search for to

remember at first that but I'll be more

specific exactly good mat smooth or a

specific color yeah so you're trying to

put words to that image in your head and

so that's all the exact process that all

Amazon buyers use they have they have a

need and then when they got that need

they get an image in their head and then

they go to a computer or a phone and

they type that what that image is with

keywords and then now what they're

looking for is they're looking for a

result that goes back to that original

image in their head so the key is when I

I know it seems like we got off track

but really we have it is you need to

find the competitors that are most

similar to your product in other words

if people had searched for that keyword

and then they saw and they ended up

buying that other product they they're

the kind of customer who would have

bought yours so like a yoga mat a lot of

times you know what are some kinds of

like I don't know much about you I don't

know the brands but but like like like

types of like styles like for example

accordion I said hey those kids

accordions there's yeah I'm not a super

yoga mat expert but I just designs

colors I think those are yeah different

ways and then the other the texture of

the material the quality oh there's like

a foam it's like a thick foam one yeah

but then there's a kind of like really

fiddly thin ones so it different

practices that people have so it is such

a big market to that like you someone

might go general or broad in their

keyword search yeah then they're gonna

be more specific exactly because they're

just there are so many listings and and

so much demand that you know you don't

have to be on the first page just for

yoga man you can make you know 100k a

month just for like a longtail keyword

and and that's exactly so important what

you just said is people start broad and

then they narrow it down and that's the

thing that you got to find those narrow

down key words to also make sure that

you're picking the right competitor

because here's the thing somebody who

types in yoga mat they could be wanting

that thick foam or whatever material

that is or they could be the one that

wants a thin one that has some cool

trendy design or something right so the

thing is you have got to pick when you

pick your competitors that you're gonna

compare yourself or do keyword research

you've got to find the the products that

are most similar in price form function

everything's yours in other words hey

people who bought that product they

would have bought my product maybe if

they saw outside my side you know that's

not the case where the kids accordion

versus professional accordion so then

find five of those products five of

those products that are very you know

not worth their price at 80 in your

price at 20 because again that might be

a different kind of customer similar

price similar coloring maybe and then

what you do is see what say what the

keywords are driving their sales Amazon

does it make that public obviously and

you know we don't do any blackhat things

I know there's crazy things that people

do nowadays to figure out what that is

but it makes sense you you want to see

what words are driving their sales look

at the high search volume keywords that

they're on page one four all right

because the only way they can get on

page one and stay on page one is if

they're converting for those keywords so

what you do is you can use cerebro buy

helium 10 or whatever tool you might

have find one that you can enter in

their Aysen and then see hey what

keywords maybe are our search for at

least 500 times a month

are they on page one four because you

know that to get to page one it to stay

on page one they have to have convert it

and then guess what if that competitor

has a product so close to you those are

the keywords that could be they're

bringing sales for your compare they

could bring sales to you and so those

are my most like important keywords

right there makes sense where else would

you optimize your listing for the

keywords you put in the bullets the

description which ones obviously the

title has the most weight yes and then

uh you know the section where Amazon it

gives you the ability to add keywords

but description bullet points as well

yeah in 2019 you know maybe you're

watching this video

twenty-one or something could be

different so make sure to check but in

2019 the the weight ratio goes number

one title and number two is actually

surprising to me it's a search terms

which is your back end keywords that was

shocked that was like in 2018 I didn't

even know that and I thought it was

false I think it was Kevin King or

somebody I heard first a thousand nah so

is that when someone searches for a

certain keyword they find the product

Amazon is that they register that that's

how someone found it is that we're

talking yeah they do yeah but that

there's an actual field the search terms

um it's it's actually called search

terms and you're listening but nobody

knows it by there so is think of when

people say back-end search terms or

back-end keywords that's what they're

talking about the ones that are not

visible yes but Amazon actually will

recommend that you duplicate something

from like your title or something in

those back-end and in somebody who say

oh no no that Amazon says not to do that

well I had a friend who he was not

ranking very well it wasn't even ranking

top 300 for a certain keyword it wasn't

his title and so he opened up a case and

I was like Amazon I want to show up a

little bit earlier you know like I don't

even mean the top seven pages I'm Aiman

top 300 what is what should I do and the

Amazon rep actually at Aston was like

well do you have that search term also

in your back-end search terms or you're

searching but he's like no they're like

put it in so he put it in didn't do any

extra PPC didn't do a launch or giveaway

or anything

it went from unranked to like like 220

or 250 or so he's still he's not gonna

get any sales from there but that just

shows you how that field there is so

important that just by adding that

keywords that feel he was able to

increase in ranking so that's number two

number three is subject matter again

that's also in the backend it's not in

every category and it's not in Europe

currently but subject matter is another

back-end search term field that has the

number three imports number four is

bullet points and number five is the

description the front-end description

got it do they look at reviews at all

keywords the reviews or that is way back

and forth as far as if it's index or not

because now there's even if you want to

go like really high level there you know

if you put images you have metadata I

mean like so that's like you will have

to make a special high-end video just

for that but like there's a lot of

different things but as long as you get

those five things you you'll be good and

then if if for whatever reason a

reviews in or text and reviews 100,000%

is indexing google so which is also

important it's just not as consistent on

Amazon but but yeah got it okay and then

what about you know obviously the the

images are incredibly important a lot of

people might just by looking at the

image itself regardless of the title any

advice when it comes to just really high

quality product images obvious the main

one but also the other ones that you can

list as well

there's lifestyle images you know so

some categories are good for that you

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