Amazon FBA Case Study | Spy On Your Competition and Steal Their Best Keywords - Project X: Episode 9

[@tammyrealty]

You guys are awesome I'm just looking at going into this business you explain it very well...

[@edtruong7501]

Any chance of Project X 2.0? Would love to see another series. I found tons of value. I'm watching this again and its starting to kick in. Cheers!

[@colleenmartin9467]

The first thing I would have done when considering this item to list is Google "how to store eggs" if you think you want to use the keyword egg storage. Washed eggs [from the grocery store] need to be put into the refrigerator so bacteria doesn't go through the shell so should not be stored on the countertop. If you have a chicken coop you can store them on your countertop because you would not wash them to keep the "bloom" created by the chicken intact so bacteria does not grow. Once washed the bloom is gone. Next, in deciding how big to make the holes and how deep, I would Google whether you store an ovate egg with the big side down or the small side down. Eggs come in Xlarge, large, medium and small so the hole has to fit. [You store them with the big side up so the yolk is centered]. Next, the wood tray cannot go in the dishwasher and placed near the stove in the kitchen will get it splashed with oils and cooking foods. I would tell the buyer how to clean it in a bullet point [damp soft cloth]. You should also use the keyword "shatterproof" since it is not glass. You looked at Pinterest to see there were lots of wood egg trays but you didn't notice how they were being used. You missed that the wood ones are "authentic Japanese style". Eggs are from chickens and ducks. Don't forget duck eggs which oriental people eat. If you could find out what the two people who paid $60 or the two that sold use them for that would be very helpful. Remember you made them "compartmentalized" with 18 holes so someone could have purchased them who was a shopkeeper and using them for jewelry counter display for selling earrings. They could have also bought one for decorative purposes to showcase their collection of Italian marble eggs from traveling. An important keyword is "display" which I didn't see you use. In my opinion the highest and best use for this item is display of decorated hard boiled Easter eggs for the brunch buffet. I do not think the highest use is for fresh eggs nor refrigerated eggs. I would add metal handles to each end. Being brown wood women who decorate their kitchens in English Country, French Country, American Farmhouse style are your target customers. Consider adding these keywords: Easter egg tray, hard-boiled egg tray, display, egg display, shatterproof, authentic Japanese style egg tray, duck egg tray, compartmentalized tray, American Farmhouse kitchen tray, country style tray, and Farmhouse style. BTW I am a Helium 10 monthly subscriber and still have not found my first item. Having a hard time figuring out the tools and how to get the most and correct information from using them. I have a trademark and sourcing agent from another business I own so know how to import but struggling to find the best products for me to sell on Amazon since the other products I produce are too heavy and large to sell on Amazon.

[@newunderthesun7353]

If you wonder why you're having trouble finding a product, read the post you just wrote. Full of information that will inhibit finding any product. And as someone who is part Asian, I think you should reconsider using the word "Oriental" - I speak only for myself....

[@OverLordSky]

I know you wrote this two years ago, but that was extraordinarily insightful colleen.

[@2ZANMAN]

YOU GUYS ROCK. Yes I have one of the " Be an Amazon Seller coruses " Your energy is Great and the INFO is so Good. Thankx to both of you for doing this. We knowing it's challenging to teach. Thank you Both!!

[@vahidmioooo]

Definitely have to watch this episode again when I reach this stage!

[@cloudsintheozarksoutdoors9538]

Great content guys. Really put a clear perspective on the whole keyword thing. Of all the topics, this has been my nemesis and this video really helped with that. Thanks.

[@DamianDemasi]

Really awesome guys, the level of detail in the explanations is impressive! Thank you! ~~~~~~~~~~~~~~~~~~~~ My key takeaways: ~~~~~~~~~~~~~~~~~~~~ ~~ Keywords ~~ Wo don’t sell products on Amazon, we sell keywords. If we have the greatest product in the world but nobody knows how to look for it, it’s useless. Exact keyword: This is the keyword that represents our product (like “garlic press”). Long tail keywords: These are the keywords that also describe our product but are not that specific (like “garlic squishier”, “press for garlic”, “garlic mincer”, “silicon handle garlic press”). Misspellings fall in this category. The exact keyword may have a high search volume (10k), a long tail keyword may not have that high search volume, but all the long tail keywords combined may have a similar search volume (10k). The disadvantage of chasing the exact keyword is that is harder to stay on page 1 and the listing will become more prone to being attacked. On the contrary, using long tail keywords, few competition will notice our listing and we can fly under the radar. The ad costs (PPC) for long tail keywords is lower than the cost for main keywords. (!) Note: don’t focus only on the volume quantity of the keywords, but in their quality. Put yourself in the shoes of the buyer and thing how he or she would think when doing a search on Amazon: “How would I call (or look for) this generic product?”. We, as Amazon sellers, need to have keywords that represent the image buyers have in their mind for the product (keywords will become a description of the possible mental images from buyers). This relevancy to the buyer is more important than keywords search volume. Keywords will have the biggest impact of all the other elements on our listing, so we have to nailed them. If our keywords are not related to our product, Amazon could de-index our listing, and it will become unsearchable in Amazon. ~~ The keyword process We should start by asking ourselves “what keywords are the best to bring potential sales?”. We can analyse our competitors to find this out. In order to analyse competitors when our product is ahead of the curve and we don’t have many competitors, we do the following: -Choose (copy the ASIN) our own test product, or a lower selling product, as your baseline. -Go to Helium 10 Cerebro. -Now choose the product that is “Amazon’s choice” or the top performant one, and add it to Cerebro. -Include the position one product, and add it to Cerebro. -Then, in Cerebro, we get the keywords associated with those products. Cerebro will find: -Keywords the products are ranking for organically in the first 306 positions. -Keywords we have detected them showing up for in Sponsored Ads. -Keywords that Amazon recommends to advertise for, for the products. -Then we refine the search by applying filters. -We will get a group of long tail keywords we would want to use, so we save them by exporting them to Helium 10 Frankenstein. Now we repeat the process for other keywords that could match the image of the product the buyer has in his head (including the exact or main keyword). When analysing our exact keyword, we can use Helium 10 Xray to find out our top competitors. We can use Magnet to get more keywords ideas. The difference between Magnet and Cerebro is that Cerebro is a reverse ASIN tool (based on a product, it shows the keywords that are driving sales), whilst Magnet will start with a keywords and it will display associated keywords. (!) Important: Looking for other products, if you have a strong feeling that somebody would still consider your product, you can take keywords from a very different product and try to rank for those. Once Magnet showed us keywords, we look for the products associated to those keywords in Amazon and we select those that can be related to ours to do another Cerebro search. (!) Important: the title is the most important part of our listing, and we should put two or three keywords groups there. These keywords should have at least 1,000 search volume. These keywords must be relevant to our product (we can use less relevant keywords inside the listing). The top keywords should go into Scribbles to perform a later listing optimisation. In Scribbles, we should also include the keywords we found in our initial research and PPC campaigns. (!) The end goal is to stack up all the long tail keywords to get massive search amounts but still fly under the radar for our competitors and get cheaper PPC campaigns. (!) Important Tip: Research frequently bought together products to get more keywords and advertising targeting ideas (this can be done in Helium’s 10 Black Box). People who buy products similar to ours, also have a tendency to buy certain types of other products and we want to take advantage of that (by targeting our ad campaign to those products, for example, and you can’t target that if you don’t have a relevant keyword in your listing). (!) Important Tip: Then, we can go to the product related to ours that has more reviews and analyse those reviews to see what important things are in customers’ minds (what do they hate and love). For this we can use the Helium 10 Review downloader. We can use phrases found here to build our listing (this is called “copy” or “copywriting”).

[@nasreenkousar7928]

Need your amazing notes in pdf...will you please..???

[@DamianDemasi]

@@nasreenkousar7928 sorry, I don’t have them in pdf

[@juliemaloufcopson8340]

I love listening to you guys - these videos are not only informative but fun! I would love to have your brains on my head!

[@colleenmartin9467]

If you are thinking as a buyer, you forgot about how women decorate their kitchens. A wooden egg tray would not be put into the refrigerator because the moisture would make it swell. Therefor, it will sit on the countertop for display or buffet serving. I would not list it for refrigerated storage. Women are very particular about what sits out in view in their kitchen. Those women attracted to a wooden tray are decorating their kitchens in COUNTRY decor and FARMHOUSE decor which is a huge market. Those should be your keywords. White kitchens are primarily what women are using for decor and yours is brown wood. Won't work for a lot of women choosing decor items. I suggest that you use cerused oak instead of brown wood for a further reach in sales. Also, women won't use this tray with round holes for deviled eggs because the holes need to be oval for deviled eggs. Women would not buy a wood egg tray if the decor of their kitchen is Swedish, Nordic, Ultra Modern, Mid Century Modern or Contemporary. Therefor, the keywords country and farmhouse are essential. Just hints from the mind of a woman buyer.

[@Helium10]

This is great insight, keep sharing your perspective.

[@danmyers1466]

Colleen - Your reflections show just how important Bradley & Tim's comment about getting in the head of the buyer really is. I heard them talking about putting this in the refrigerator and I'm thinking: "Wood? In the REFRIGERATOR??? I don't think so!!!" And I'm a 70-year old man. They obviously were not in the head of someone like you. Part of the problem is that this product is totally out of Bradley and Tim's wheelhouse, even though they're just using it as an example. You need to also know at least a little about the object that this product will be used for, and the interactions between the two (ovate egg - up/down, etc). In their thinking, it would be simply used for the stored, consumable egg. I didn't know about the bloom, but now what I've seen makes sense. My son/daughter-in-law just built their "farmhouse", but she has a white kitchen and this wood is not the style for that. She has a black wire-rack skelter for the eggs from their chickens, and I always wondered why they weren't in the fridge (didn't think to ask her), even though with 5 kids they're consumed fast. Really good point about uses for other than eggs (or at least other than storage for eggs for consumption) - opens this up to much wider usage of more long-tailed keywords. There seems to be much more work to be done here with keywords. And that's why we're here.

[@colleenmartin9467]

@@danmyers1466 I'm glad you agree with me Dan that more research should have been done, but I think they already ordered them from China so the proof will be in the pudding regarding how many they can sell. Did you see my comment in the next episode about how Japanese people use these for duck eggs? They never considered that. I offered them a lot of key words that they are not using. Thanks for your comment.

[@joshwadsworth77]

My view is photos are key to listing optimization, as this is what creates your initial impression with the buyer. A picture is worth a thousand words. You can easily portray your brand and the experience your customer will have when using your products. Photos create emotions in people more so than words.

[@sarahsartisticstudio8578]

Thanks for going through so many of the Helium 10 functions. I had only really used Cerebro and Magnet and am now super amped to use the others and know what they are for! You rock!

[@Helium10]

That's great1 YOU ROCK! Let us know if you have any questions, happy to help. Join our Facebook Group if you have more questions.

[@Natural-Causes]

Why wouldn’t you just enter all of the key words (even the most searched on) in the chance that someone stumbles across your listings and buys your product? I listened to one of your serious sellers podcast where the gentleman in his TST said he did that very thing and has done very well, he specifically said he recommended selling on even the big keywords. Although Kevin King suggests not trying to compete with the higher ranking key words, the only thing I see as a negative is what Tim mentioned about the PPC cost will likely be much higher. But just because we have them in our list of words to rank for doesn’t mean we have to pay for those highly searched words yet we would still come up in a search correct. I hope I’m making sense

[@esthertschwartz]

Just joined Helium 10 and looking forward to using this program for the company I work with selling women's clothing. Not the same focus as what you are doing, but I'm gleaning tips and tricks from your lessons. As far as the egg holders - I never considered purchasing something like this, didn't know about this category, but yes! I could use it and I have (because of you guys!) ordered a plastic egg holder with lid - 2 of them! for me and my mother-in-law. I live in Israel and my in-law's get fresh eggs from friends on a local farm. (eggs laid that day!) Big family here so we get at least two dozen at a time. Very excited to find this useful product. my mother-in-law loves kitschy things and that the egg skelter spiral rack is in my personal "saved for later" as a possible future gift to her. :)

[@ross9503]

Guys you made my day with those Spanish words!!! 😂😂😂😂😂😂😂 from a Latin girl ;))))))

[@joshwadsworth77]

I have never ordered or thought to order an egg tray/holder... However, I could see it being used and even used for decoration as well.

[@bozanab9166]

Hello from Serbia, you guys are awesome! My question is, how are we going to put the keywords in foreign language in our listing for it to make sense? Also the misspelled ones Thanks

[@Helium10]

Bozana, thanks for your comment and question! We will added this to the question queue for Friday's AMA!

[@ecomwerx5378]

Thanks for letting us look over your shoulder as you build your keyword list by spying on competitors - and especially - using lateral thinking to get inside the heads of potential customers...very clever indeed...-:)

[@reubenjames333]

Wow! This information is great.

[@evielove6795]

Another fabulous session. Thanks guys from Australia!!

[@Helium10]

You're fabulous! Thanks for watching, let us know what you like, don't like and would like to to see more of. Thanks for watching from down under!

[@alishujaat1127]

Brilliant...respect from 🇵🇰 Pakistan

[@shahzaibmughal1576]

awesome awesome awesome awesome information from the pro people.

[@hattogogo4916]

bradly at 25:16 you click to on sales colume to sort it but it dint work and went back to unsorted, u pick competitor from unsorted data. im confused about it.

[@shornraparlobberecht2357]

Amazing! This is really helpful and useful info. Learn a lot. Yes, we have plastic egg holder. Consider to have wooden egg tray after see Project X.

[@Helium10]

Thanks so much for your feedback! Anything in particular that stood out to you?

[@chechan87]

Never bought an egg holder before. But the wooden egg holders I might buy as a decoration piece.

[@davidailleneplont6786]

I ordered 2 egg holders from Amazon for my camper with the snap sides. One clear one with no closures but has a top ,for my fridge at home.

[@CrazySockTV]

San Marcos, CA in the house!

[@Helium10]

Holla!

[@cn89949]

Good pictures and strong copy

[@tomtom20107]

Watching from UK loving everything you guys are doing

[@seddonistahome4697]

Would you ever do something with the comment in the feedback you were reviewing at the end of show about turning the wooden egg tray over and using for cheese and charcuterie?

[@Helium10]

Great question! Passing this along to Tim and Bradley.

[@demshi1]

watching from NYC! Thank you guys!

[@colleenmartin9467]

To answer your question would I buy this one the answer is No. My kitchen is Swedish and all white and I hate brown wood. I also do not buy plastic egg holders for my refrigerator and never wood. Cartons they come in from the grocery store are just fine with me as they are used very fast and recycled. I have, however, purchased a deviled egg tray to use at parties.

[@Helium10]

Thanks Colleen, love hearing your thoughts on this!

[@ishstarnolasco5888]

I'v never ordered BUT literally been wanting one recently. mostly because cartons aren't very protective were as plastic ones will protect my expensive organic eggs! plus I like to stack things on top of it. i personally wouldn't buy wooden egg holder because im more interested in the organization not so much the style.

[@LauraVanHook]

no to the egg holder for the fridge. the wooden-Yes if its shallow for my deviled egg presentation

[@evielove6795]

As for the egg holder. I have a plastic one that came with the fridge. I have an older style Victorian home and the wooden egg holder would look great on my bench top. I have an old style kitchen and my family eat lots of eggs for breakfast so this would be ideal.

[@matthewknott4814]

great video , lots of info , thank you

[@slumbercarebedfilter8276]

Olly from the Costa Brava here. I know this is mad - we have loads of Chinese stores here and about ten years ago I bought a shallow wooden box with holes in it because i thought it looked cool and it was like euro1 - I had no idea what it was, my partner Janice didn't share my enthusiasm so it has been cluttering up the basement ever since - now I know what it is - it's a freaking wooden egg holder!

[@desire77264]

this was extremely good!

[@Natural-Causes]

And to answer your question if I would buy the egg holder No! I leave them in the original styrofoam carton myself, just don’t see the point of this thing taking up space in the already limited space in the fridge. I very much like rustic decor but this just wouldn’t be on my radar. I was thinking if I would get it as more of a decoration for the wall , but even then I can think of so many other things to hang on the wall then a wooden egg holder. I might if I’m living in a log cabin and host get togethers on a regular basis to serve deviled eggs.

[@edisonareis]

Excellent Mattes !

[@AndyMorrisArt]

never new such a thing existed. they come in cartons, what's next... a fancy box to hold tea bags?

[@Helium10]

Ha! Who knew?

[@andyliu3342]

Why is that the testing listing doesn't say the "sponsored" on the left up corner?

[@RhettAcelar]

Hello from Portland, Oregon USA!

[@Helium10]

Hi Rhett! How's the coffee?

[@RhettAcelar]

@@Helium10 It's Northwest Fresh!

[@matthewmarden1799]

I just found a product that has potential, it is not seasonal, but my supplier said it would not be ready to ship for 4 months, I am afraid of ordering as that is very far away, should I be worried about the time difference?

[@MrVictor444]

Hello from Massachusetts!💪🏿💵

[@Helium10]

We really like your KZbin handle! 😉Thanks for watching, keep sharing your thoughts with us.

[@김이박최-e3g]

What is the reason for putting our own ASIN when running the cerebro with other competitor's product?

[@seandizabadi7075]

I have a product that has 2 different utility which comes from 2 different niche and I can't just use one keyword related to one niche because it's gonna be unrelated and if I use two keywords from each niche next to each other then there is no product and keyword search for it, as an example imagine I invent an egg tray that can cut the meat (lol) now I know that there are appropriate keywords for egg tray and knife but there is not any for egg tray knife, my question is which keywords do I have to choose?

[@juliachiemiller]

I bought a ceramic egg holder from Home Goods a few months ago but thankfully it was only $2.99 rather than $20+ #smartshopper

[@nathanbeasy1150]

Hey! around 5 minutes in you talked about stacking smaller search volume keywords to get higher search volume. How does this work with PPC campaigns would you then need to run PPC for all those keywords? would this then get costly?

[@hiddayatkhan5482]

I think the copywriting, potential keywords and price is important

[@doloresgildea8298]

Why did you manually pick what you considered top two or three best Asin's for Wooden Egg Tray to run through Cerebro and not use X-ray on the search and find the top asin's with highest sales? Why did you only choose two or three Asin's to do keyword research on Wooden Egg Tray when you could have used three or four or more to catch all keywords?

[@doloresgildea8298]

How do you determine which phrases you want to keep in phrase form? There are so many phrases that you can use with great search volume, Is it based on search volume?

[@doloresgildea8298]

What do you mean when you use a baseline product in Cerebro?

[@amplifier222]

How does Helium 10 find the keywords of any ASIN? Do you purchase those data from Amazon?

[@gorillaetribe]

Hello from Morroco

[@Helium10]

Greetings!

[@nailsnation2717]

Thanks learn alot information.

[@chaudihoc]

thank you!

[@lisagale9897]

I brought an egg bucket!

[@doloresgildea8298]

Can you do a Product Asin target campaign on a frequently bought together ‘deviled egg fillet’ without having deviled egg filler in your title?

[@239fun]

Helium10 doing an external traffic promotion through youtube. Think about it😏

[@jeanlemondsportswear]

le creuseut is a famous brand by the way i wouldn't bank on that being a good sign it is 50 usd haha got to be careful

[@Natural-Causes]

Guys I noticed at 19:25 you scrolled the page with egg trays and there were 3 sponsored trays at the top and then as you were scrolling down I think 4 more showed up. Why if they are sponsored are they not at the topic the page?

[@lisarusso6746]

There are three sponsored positions in Amazon pages, one at the top, one middle page and one at the bottom, the position of the sponsored products are determined by how much you bid on that specific kw page. hope I understood your question properly

[@Natural-Causes]

Lisa Russo thank you for that reply Lisa! I did not know that, that is interesting. I’ve never heard anyone say that before.

[@lisarusso6746]

@@Natural-Causes my pleasure ,add placement is a thing to consider when we are monitoring our add performance meaning that to have relevant data they have to be for a certain period stable in the position you want them and not all over the place.

[@gabyruiz8517]

I have never bought an egg holder, and I dont think I would either.

[@ChevyFlora]

the written guide is not at the link that you promoted in the video. helium10.com/X9

[@Helium10]

Hi Chevy! Have you tried since your last comment, should be up and running. If not, please let us know. www.helium10.com/project-x/competitor-analysis-for-listing-optimization/

[@shitijm]

i got two wooden egg holders...not me, my wife

[@danhowdle9508]

FYI Le Creuset (Le Croo-say) is one of the highest quality, most sought after cookware brands on the planet. 😜

[@newunderthesun7353]

It's luh-CROO-zay says my French born wife.

[@danhowdle9508]

@@newunderthesun7353 Exactly what I just said. 🤷‍♂️

[@cn89949]

No I would not buy an eggholder, just use the carton it came in.

[@gorillaetribe]

Not sure why frmo my phone as I use the App its not going here

[@Helium10]

Technical difficulty?

[@lonnie529]

Ik

[@tammyrealty]

Lol Lumix is a real company that makes this camera now that camera may be Panasonic but it's a well-known brand name camera it's not something that was trademarked by an individual lol just FYI..

[@everythinggaming7938]

1HOUR 10min video and no time stamps? Come urn guys

[@Helium10]

Hi there! We'll be including timestamps moving forward on all of our videos!

[@allysar.7921]

45:26

[@marcus.guitarist]

You guys, please add some profanity and dirty jokes to future episodes.