As a small Amazon seller, building a keyword list can be a challenging and time-consuming task. In this guide, we’ll tackle this issue head-on using SellerSprite. I'll show you how to create a professional keyword list in just 30 minutes with the mindset of a top seller. Let's get started!
Step 1: Preparation
Imagine we're launching a new product – a ceiling light (12 inches, 20W, 3 colors, single pack). Before building the list, organize the product’s attributes to keep your keyword list relevant and focused. This step ensures your keywords are precise and practical for listing optimization.
Step 2: Collect Competitor ASINs
Using SellerSprite's extension, leverage the "Similar Items" feature to gather related products based on our product attributes (12 inches, 20W, 3 colors, single pack). Select 5–10 competitor products and add them to My Product List.
Copy all the ASINs to an Excel sheet and classify them into groups:
Additionally, we need to find 3-5 new launches, which can easily be sourced from New Releases. (Here, after searching around, we found that only 2 new products had sales, but this doesn’t affect the process.)
By now, you should have around 10 competitor ASINs and 2 new ASINs for analysis.
Step 3: Find Relevant Keywords with Reverse Multiple ASINs
Open SellerSprite's Reverse Multiple ASINs feature to extract traffic-driving keywords. Use the "The exact ASIN entered" option to maintain precision.
After processing, sort keywords by search volume and export them for further analysis.
Step 4: Organize the Keyword List
Use Excel to group keywords into the following categories:
- Relevance:
Based on the 12 selected products, we classify relevance as follows:
- High relevance: Products with 60% or more relevance (appearing in 7 or more listings).
- Medium relevance: Products with 40%-50% relevance (appearing in 4-6 listings).
- Low relevance: Products with less than 40% relevance (appearing in 1-3 listings).
- Search Volume:
- High-volume keywords: Greater than 10,000 searches.
- Medium-volume keywords: Between 5,000 and 10,000 searches.
- Low-volume keywords: Less than 5,000 searches.
(Note: These thresholds may vary depending on the category and should be adjusted accordingly.)
- Conversion Rate:
Based on the high-relevance and medium-relevance tables we've created, we then prepare a dedicated conversion rate table. Some may wonder why low-relevance keywords are not included. Here's the key: when building a keyword database for listing and advertising, low-relevance keywords should be organized into a negative keyword list for pre-exclusion. Therefore, they are not considered in the conversion rate table. Assuming the category's average conversion rate is 5%, our standard is that keywords with a conversion rate above 5% are considered qualified, while the rest are not.
- PPC Bid:
Based on the high and medium relevance tables we've created, generate a PPC bid estimate to serve as a reference for launching PPC campaigns. This helps ensure that initial bids are not set too low, avoiding delays in promoting new products.
- Negative Keywords:
For low-relevance keywords identified during the search volume categorization, compile them into a separate table. Use keyword frequency analyzer to extract and organize negative keywords.
Step 5: Build a Core Keyword List
Finally, we need to compile a core keyword list and core keyword frequency statistics to facilitate keyword embedding in our listings. The priority weights for the core keyword list should follow this order: Conversion rate > Search volume > PPC bid estimates.
These core keywords should be manually selected from the conversion rate table. The resulting core keyword list might look like this:
The core keyword frequency statistics should be compiled from the high and medium relevance keywords. These are the terms that are most relevant to your product and have a higher chance of driving targeted traffic. By focusing on these, you can ensure that your keyword strategy is aligned with the products' true characteristics and market demand.
Step 6: Expand with Related Traffic
Use SellerSprite’s Related Products tool to find associated traffic keywords. Select "Related Products From All Variations" for broader keyword coverage and extract additional traffic-driving terms.
By following these steps, you’ll have a comprehensive keyword database ready to power your listing optimization and advertising campaigns. This quick and effective method is designed to help both beginners and seasoned sellers stay competitive.
Give it a try and see how SellerSprite transforms your keyword strategy!
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