Data Dive Tools - Master Keyword List (MKL) has evolved from Brandon's original Keyword Research Sheet. There have been many demonstrations of these fundamentals.
With Data Dive, the conventional spreadsheet creation process is automated, saving you hours of productivity!
- Information such as the competitor ASINs, main images, no. of reviews, listing age, price, no. of estimated monthly sales, etc are already pre-populated saving you a huge amount of manual work that you used to do.
- By default, Data Dive populates data for keywords with at least 3 relevancy score and at least 350 monthly search volume.
Following our example, you see that there is roughly 2.1 million search volume for the 412 keywords based on the default filters. At this early point in your research process, you may infer that the keyword we used (i.e. dog bed) is highly competitive as it generates a huge amount of search volume per month with at least three key competitors ranking on page 1.
- Take a look at the Master Keyword List dashboard to conduct an initial assessment of the product’s competitiveness.
- From the dashboard, you see a list of all keywords that match the default filter, sorted by highest Relevancy.
- On the right side, you see the competitors’ keyword ranks. The ascending coloring from white to dark green indicates opportunities.
- White represents less opportunity to beat the competition, whereas if you see a board filled with greens it's indicating a better opportunity as competitors are ranking less on the main keywords.
- In summary lots of greens = good opportunity, lots of whites = bad opportunity
- At the top section, if you see a high number of competitors marked RED and ORANGE at this point, then it is a high-risk product to enter. In this case, you might want to consider niching down on a specific product type or exploring closely-related sub-categories.
- Red - sellers who have >80% of the search volume ranking on Page 1
- Orange - those with 60%-80% share
- Yellow - those with 40%-60% share
- Green - those with < 40% share
Following our example, from the illustration above, the dog bed keyword results highlight 2 competitors (Furhaven and Best Friends) with >80% of the total search volume ranking on page 1 and 6 more with 60%-80% share of the search volume. Indeed, a highly competitive market to enter.
However, be wary that the list will change (i.e. may show a more competitive landscape) when you do the succeeding task of cleaning up the data.
- From the dashboard, you see a list of all keywords that match the default filter, sorted by highest Relevancy.
Clean up data to exclude irrelevant keywords
Throughout your analysis, answer the most important question -How are my competitors getting their sales?
With Data Dive’s keyword research sheet, you can easily manipulate your variables to answer this question effectively.
- Remove keywords not relevant to your idea to have a much more accurate list of keywords that drive sales to the type of product you’re analyzing. This will allow you to niche down and understand how strong your true competitors are.
- Tick the checkbox beside the keywords you want to remove. The common ones include branded keywords, misspellings, and those irrelevant to your niche.
- Alternatively, you can click the Exclusions button and type in words or phrases you want to exclude.
- Tick the checkbox beside the keywords you want to remove. The common ones include branded keywords, misspellings, and those irrelevant to your niche.
- Observe how the results changed and analyze how competitive the market is as you niche down.
Following our example, on the illustration below, you see that after excluding misspellings like ‘sog’ and ‘bef’ and irrelevant phrases like ‘cat’ and ‘mat’, our new list shrinks from 412 to 388 keywords.
You’ll also notice that it shifted the competitor scores from 2 to 3 competitors now ranking Very Good (in red). This further paints a picture of a very high-risk product to pursue given a lot of established players are already doing well on Amazon.com
Perform keyword analysis
- Adjust filters by changing the relevancy score and search volume from the Master Keyword List dashboard. This will load an updated list for you in a few seconds.
- Study how competitors are taking advantage of outlier keywords.
- Outlier keywords refer to those where only 1 or 2 sellers are ranking on Page 1, driven by either branded search or more generic/broad keywords. These are vital to track because:
- They offer low-hanging opportunities for ranking and converting sales later on when you decide to launch the product.
- They show you a glimpse of how shoppers behave as they scroll through Amazon.com.
- From the top section of the Master KW List dashboard, analyze how the outlier keywords attribute to the top competitors’ sales.
Following our example, in the illustration above, you see that Best Friends (ranked 4th based on units sold) has a higher share of search volume on Page 1 (80%) compared to the top 2 competitor ASINs. This is attributable to the 5 outlier keywords that are generating 114k monthly search volume. This is one of the answers to the overarching question of how the competitor is getting their sales.
- Go to the Outlier Keywords dashboard and take note of which competitors are ranking for what keywords that the rest of the competition is not even indexed for.
Following our example, in the illustration below, you see that Furhaven (Top 1) ranks 15th on the keyword ‘dog accessories’ while Best Friends (Top 4) ranks 28th on the keyword ‘pet supplies’, which are generic keywords not descriptive of the product they are selling. But those keywords generate a total of 165k monthly search volume with only two competitors taking advantage of that.
Keep these KWs on your radar when indexing for matured products to potentially gain increased organic ranking on keywords that only a few of the competitors are indexing for, that is, assuming you’ve conducted cost-benefit analysis as these keywords are more difficult to compete with
- Outlier keywords refer to those where only 1 or 2 sellers are ranking on Page 1, driven by either branded search or more generic/broad keywords. These are vital to track because:
Disclaimer - don't over-rely on just software. Apply first principles i.e. understand what's going on and learn to make your own decisions. After that, by all means, use software to speed things up and free your time for learning something else. Please watch the InnerCirlce access masterclass modules or below public YouTube demonstration.
Do a couple of product researches by hand as demonstrated in order to have confidence in using DataDive software.
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