What is the MKL?
The Master Keyword List (MKL) shows all of the keywords that are driving sales for your niche while also showing each competitor’s organic ranking for those keywords. At the top of the page, Opportunity Evaluation dashboards allow you to quickly analyze the niche from a high level.
See Also: Outlier Keyword List.
How to clean up the MKL?
Before we begin analyzing the MKL we first need to clean the list of keywords by removing all branded search terms as well as any keywords that are not relevant to our niche.
Step 1: Sort the search volume of the keywords so that high-volume keywords appear at the top of the list.
Step 2: A fast way to eliminate branded search terms is by clicking the "B" button. This is a beta feature so you’ll want to ensure that the highlighted keywords are in fact, branded search terms.
Step 3: Review the remaining keywords and manually exclude any additional branded search terms as needed.
Remove non-relevant search terms
After removing all branded search terms you’ll next remove keywords that are too broad or not relevant to the niche.
Step 1: Click on the Search Volume column to organize the keywords by the monthly search volume.
Step 2: Remove any keywords that are not relevant to your niche by clicking the checkbox beside each keyword.
How to manage excluded keywords:
Step 1: Click the exclusions tab at the top of the screen.
Step 2: To add previously excluded keywords back to the MKL, click the checkbox and then “Include back to niche”.
Step 3: Click the include button so that the keyword(s) returns the current niche.
How to analyze the MKL:
Data Dive uses a standard color coding system. The color red is used to represent high competition and higher organic rank and is generally found with more sophisticated sellers. Green represents low competition and a better potential for success.
Color coding breakdown:
- Red - Sellers who are ranked on Page 1 for 80%+ of the keywords in the MKL
- Orange - Sellers who are ranked on Page 1 for 60%+ of the keywords in the MKL
- Yellow - Sellers who are ranked on Page 1 for 40%+ of the keywords in the MKL
- Green - Sellers who are ranked on Page 1 for 20%+ of the keywords in the MKL
How to add or remove ASINs to your research:
- How to remove competitors:
Step 1: Go to Master Keyword List.
Step 2: Select an ASIN you want to remove by clicking the check box, then click the "Exclude" button.
Step 3: Click the Exclusion tab so you can see all the ASINs and manage excluded products.
- How to add a competitor to a previously created dive:
Paste your ASIN:
Step 1: Open the Data Dive Chrome Extension.
Step 2: Copy the Asin and paste it into the Asin Tray field.
Step 3: Click the ADD button.
Step 4: Open the ASIN tray.
Step 5: Select previously created research.
Step 6: Click the Dive button.
- Add from Search Results:
Step 1: Click the “+” icon to add the ASIN in Asin Tray.
Step 2: Open the ASIN tray.
Step 3: Select previously created research.
Step 4: Click the Dive button.
Anatomy of the MKL:
- Niche Name: refers to the name or title of a specific product niche or category.
- Exclusions: Sellers can see the excluded keywords, phrases, and ASINs that are non-relevant.
- Niche Settings: refers to a set of criteria that can be applied to filter and narrow down the search results for products in a particular niche. These settings include Minimum Search Volume, Maximum relevancy, Maximum rank, and Minimum number of words.
- Assignee: This shows the user within your organization who has been assigned to this research.
- Researched: Shows the date of when the most recent research was completed for this niche.
- Notification: Here the user can view notifications and reminders to complete standardized research. Clicking on the icon will reveal all of the research tasks that have been scheduled.
- Announcement: Here the user can view announcements from Data Dive including Office Hours topics and new feature release updates.
- Comments: Here the user can view comments and collaborate with members of their organization. Comments can be left as text or a screenshot.
- Opportunity Evaluation: data gathering and analysis process, providing sellers with actionable insights in a matter of minutes.
- # of Keywords: refers to the number of keywords or phrases you use to search for a product on Amazon.
- Launch Keywords: Total set of keywords used to optimize and promote a product on an e-commerce platform.
- Relevant Keywords: Keywords closely related to a product or topic that improve search ranking and visibility.
- Competition SV strength: Shows the average search volume strength for this niche.
- Competition KW Strength: Shows the average level of competition via keyword strength for this niche.
- Competitors Search Volume Strength: Metric used to evaluate the competitiveness of a market and determine the best approach for promoting a product. Categorized into four categories: very strong seller (red), strong seller (orange), weak seller (yellow), and very weak seller (green).
- Search Volume of MKL: Cumulative search volume of the keywords for a dive, indicating overall search volume for a particular product or niche on Amazon.
- Total SV: total search volume for a particular product or topic, used to determine the potential market demand for a product or topic.
- Outlier SV: An unusual increase or decrease in the number of people searching for a particular product or topic, analyzed to identify trends or events affecting the demand for the product.
- Visible SV: refers to the number of search queries that can be publicly seen or recorded. This information can provide insights into what people are searching for and help inform business decisions and strategies.
- Search volume: estimated count of search queries for a specific market or niche, indicating overall demand and interest. Used for business decisions.
- Keyword: words or phrases entered in a search engine. Data Dive generates a list of relevant keywords for the optimization of product listings and visibility.
- Search Volume: total number of times an exact keyword is searched on Amazon in the previous month, indicating popularity and demand. Used to optimize listings and advertising campaigns.
- Relevancy %: the estimated likelihood of a keyword being related to the searched product or content. Used for search engine optimization and improving visibility and relevance.
- Exact Suggested Bid: The range of suggested bids for exact match type keywords.
- Competitors: List of competitor's products in the same category.
- Niche Median: median or average revenue earned by the top 10 products in a specific product niche, estimating earning potential.
- Brand: specific brand of a product sold on Amazon, important for identification and categorization.
- ASIN: unique identifier assigned to each product listed on Amazon.
- % of KWs on P1: proportion of relevant keywords appearing on the first page of search results on a platform. A higher percentage increases visibility and the likelihood of selection.
- Seller's Country: This refers to the origin of a product, specifically the country where it was manufactured or produced
- Outlier Keywords: Total number of outlier keywords in an ASIN.
- Outlier Search Volume: Unexpected increase or decrease in the number of people searching for a particular product or topic.
- Rating: average rating of all competitors in a niche.
- Review count: average number of competitor reviews.
- Listing age: Date a product was first listed on Amazon, indicating its availability and track record. An important factor to consider when evaluating a product.
- Price: refers to the average price of competitors in a niche, in the respective currency of that niche's marketplace.
- Sales: a range of lower and higher median competitor sales for a niche.
- Revenue: Estimated Revenue over the past 30 days at the time of the search.
- Fulfillment: refers to the method by which a product is delivered to a customer.
- # of KWs on P1: Refers to the proportion of relevant keywords for a product or topic that appear on the first page of search results on a platform such as Amazon
- % of SV on P1: refers to the number of search queries that fall within the first page of search results in a specific market or niche.
- # of SV on P1: estimated count of search queries that show up within the first page of search results for a specific market or niche.
- Export Competitors: Export competitors into Excel or CSV.
- Export Keywords: Export keywords into Excel or CSV.
- Resource Center: Users can ask questions, give feedback, and access resources such as guided tours and a knowledge base to enhance their understanding of the tool.