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Pulse: Performance at the Keyword Level (The New Relevancy)

Jan 16, 2019

Monitoring the Pulse of your keywords on Amazon is a crucial piece in the optimization equation.
 
Coming direct from the source (Amazon), it’s affectionally been coined “the new Relevancy”.
 
But with this unique and exclusive datapoint we’ve rightfully been asked exactly what sellers need to do to improve their keyword performance and Pulse across thousands of keywords.
 
First, we must address that Amazon optimization has not seen a drastic change. While this can sometimes be a moving target, we continue to see the weight of listing elements remain the same.
 
Refer to the graphic below for the information Seller.Tools was responsible for disseminating.
keyword performance
With these insights in mind, we have a clear indication of what weight the keywords and phrases we use could/may have once incorporated into our listing.
 
Tip: Check out our post on Keyword Research for a deeper dive into this topic.
 
In simple terms, we could leverage another innovative Seller.Tools datapoint of TSI+ and place higher rated (ex: 10) keywords in heavier weighted fields (ex: Title and Subject Matter).
 
This gives us a leg up to the competition as we are positioning our listing(s) to capture the most traffic/demand driven by the included keywords.
 
On the other side of prioritizing keyword placement we could look to increase keyword frequency.
 
This could include placing the same keyword in higher weighted listing fields. What would once be considered an arbitrary step – Pulse now informs us whether we’ve effectively optimized our listing in a data-driven manner.
 
In this same vein, we could also look to manipulate the keyword ‘use’. From word to phrase, you’ll likely find that how a keyword is incorporated into a listing will impact its Pulse as well. In this way, it’s important to test both uses to check keyword performance and their Pulse following any changes.
 
Contextual relevance based on category is also a major factor when it comes to your Pulse performance. Thinking about this sequentially: this same factor comes into play with index considerations, which should be be prioritized first and foremost.
 
Accordingly, you’ll note your Pulse for a given keyword will be red given that index-related issues (and potential category issues) are adversely impacting performance potential. In short, it’s very important to place your product in the most applicable, relevant category.
 
Two other key factors positively impacting Pulse are optimized (keyword-driven) sales and PPC performance.
 
Optimized sales are far easier to test and realize while PPC insights will continue to be analyzed as more sellers (with more categories, products, etc.) leverage this new datapoint of Pulse in their business.
 
At this point, it’s important for sellers to send every signal possible to Amazon to drive relevancy at the keyword level and, thereby, positively impacting their Pulse.
 
Continue to test and update your Pulse within your Seller.Tools account to ensure you are tapped into your performance potential. At Seller.Tools, we’re excited to innovate in keyword performance insights because without it, you’re simply left guessing.
Aaron O'Sullivan

Troy Johnston   Co-founder, Seller.Tools

Troy Johnston is the Co-founder of Seller.Tools, a robust suite of optimization tools leveraging actual Amazon data. He sold one of his flagship brands for multiple 7 figures and quickly moved to consulting for 8 & 9 figure clients on Amazon.

Troy is obsessed with creating data-driven solutions for Seller.Tools clients by empowering sellers with the best data alongside exclusive features. You can find Troy and an amazing community of FBA sellers through the Facebook community FBA Kings.

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