Search behaviors and, consequently, on-site search strategies are changing rapidly, particularly when it comes to Amazon’s marketplace. Analyzing keywords helps you monitor and adjust your search and marketing approaches to maximize product exposure for high-intentioned customers.
The Keyword Analysis report enables you to analyze specific keywords, either individually or as a group.
Use the Keywords report to:
- Better understand search behavior for specific keywords, helping you uncover trends and monitor shopper intent
- Uncover organic vs. paid clicks for different keywords, so you can shed light on competitors' strategies
- Reveal the top brand share for each keyword or keyword list, giving you insight into the search terms you're winning on, where there's opportunity, and which ones you're losing out on entirely
At the top of the page, input any keyword you'd like to analyze. Click the "Create List" (with a wand) button for the platform to automatically find similar variations of the keyword so that you can analyze more broadly. You'll see that you can easily include the variations, or type in specific search terms you'd like to add. If you're trying to understand how users are shopping for a product altogether, the Keyword List route makes more sense.
You can, of course, input any terms you'd like in the list.
For future use, you'll see the Keyword Lists button in the top right corner of the page to easily select previously-made lists and analyze them.
This graph allows you to analyze keyword performance over time.
Metrics you'll see:
- Search Volume: For the selected keyword, the number of searches in the selected domain and time frame
- Clicks: For the selected keyword, the number of unique clicks in the selected domain and time frame. If a consumer clicked on the same product twice in the same 30-min session, it is counted as one click.
- Paid Clicks Share: For the selected keyword, the percentage of paid clicks in the selected domain and time frame
- Clicks Per Search: Clicks divided by search volume
Click on the Show Change button to see the YoY differences for each metric, showcased by the dotted lines.
Branded Share of Amazon Search uses the clicks metric to showcase the demand that brands are able to capture on Amazon compared to competitors. It's a powerful signal for:
- Shifting demand: See how consumer interest in specific brands changes over time.
- Market leadership: Identify which brands are winning or growing the most organic or paid clicks.
- Future sales: Growing your branded search share often predicts market share growth and increased sales.
Think of it as a real-time pulse on consumer interest, revealing who's winning the battle for on-site search dominance on Amazon.
Organic Click vs. Paid
This module shows which products show up for the specific keyword or keyword list. Analyze a multitude of metrics, including units sold, clicks, avg. price, and many more.
Keyword Performance view
The above modules are available for the analysis of a single keyword, or when you have the report set to List Overview. However, when analyzing Keyword Lists, you have the additional option to view the report with the Keyword Performance view. This provides you with the Search Volume, Clicks, and Paid Clicks Share for the top keywords in the list, or whichever terms you've selected from the report below.
You'll see a trend report, as well as a customizable chart below. Take advantage of the filters which allow you to hone in on specific parameters across various metrics.
Can I download the data to Excel?
Yes, there is a Download to Excel button at the top right corner of each graph.
Comments
Article is closed for comments.