Product Listing Optimization with Karyn Thomas from Helium10

hello hello everyone jelena thank you so much for having me on today i'm so excited to share with your audience how i use our incredible helium 10 tools to optimize a amazon product listing so if you're ready juliana i'll just jump right in right now and share my screen hi karen thank you for taking the time to come to our channel today and i'm looking forward to hearing uh your site uh how you use it because there i know that there are always some variations to how everyone's using this these couple of tools yeah um and we have certain methods that we use at our agency as well so looking forward to hear um from the creators how it's really done so feel free to let us know yeah that's really well said i agree everybody has their own special sauce of doing it so yeah i have my own way and i'm i'm sure there'll be some value for everybody watching everybody can learn something from all of our our different ways of doing stuff so beautiful i will just share my screen and get started okay so i'm just going to go over here to amazon and i'm just going to use this random example of a tanning mitt this is kind of my go-to product example everybody has those right like silicone spatulas bradley loves to share his cbd oil subtending his mind and so the first thing i want to do when i'm optimizing a listing let's say i'm you know getting into this product category and i really want to figure out who my top competitors are so the first thing i want to do is i'm going to go into the helium 10 chrome extension and i'm going to click x-ray and i'm going to sort based on sales volume and then i'm going to see okay so it looks like the top tenement is this gaia self tanning applicator they're doing about 79 000 revenue so i'm going to copy this asin and then i'm going to put it into cerebral so i'm going to launch the helium 10 tools and i'm going to open cerebro and then i'm going to put it in here and then i'll just get a few more just for this example normally i would like to get you know anywhere from six to nine different asins but i'll just get a few more just to show an example because i want to get into the fun part of actually creating an awesome listing so looks like based on sales volume after gaia the next one is this healthy genius so i'll copy this asin and i'll put it into cerebro as well and then let's see what our next one is looks like st tropez applicator mitt is our next biggest sales volume okay so then i'll go ahead and i will get the keywords i'll just do a new search they can tell i've done this example a couple times with these tanning bits so i love that this tool is super fast it's literally mining tons of information right now and pulling up all of the top keywords it's probably going to be thousands you probably know actually notes it can get a bit crazy so yeah it looks like all three of these acins combined have about 9 000 almost 10 000 different keywords that they're indexed for so obviously we can't put 10 000 keyword phrases into our listing right so we got to get a little bit more tricky here and really figure out you know what are the most important keywords they're going to have the most bank for a buck right so we want to see some advanced filters here so what i like to do if i had let's say like nine acens i would probably want to see um maybe about you know five or six competing products so we'll say since we only have three here we'll just do at least two of these products having index for similar keywords and then let's do a minimum ranking average of one and a max competitor ranking of 30. and let's see what we come up with for our keyword list so it looks like we still have a ton of keywords so maybe we can even get more tricky instead of 30. maybe we'll do just on page one first within the first 18 positions for those keywords again we still have so so many so let's even get crazier and instead of just showing two will show all three of these products have to be ranking on page one okay so let's even get crazier it looks like the i'm gonna make sense these are all doing really well so let's say within the first nine positions let's see what that gives us um here's what i do when i use this tool um sometimes i just use the match type organic that usually narrows down the selection because when we're doing the listing optimization our main focus is to rank organically for for our clients so that's the kind of match sniper usually filters down narrows down for the best optimized ones we can still we can easily see what keywords are being used well said that's a really good point that's beautiful so we still have a ton and again we could you know get really crazy we could even do let's say the top four positions and then we can kind of just go through one by one and kind of eliminate like this one for example flashman mcgregor that's more brand driven so we can just exit that sun time it and then maybe we can just you know go ahead and sort this based on volume right so yeah so you can see the highest search volume keyword phrase is self-tannerment so again we can we can use our top keywords and go through this and basically i like to find my top 10 to 20 keyword phrases um how about you jelena how many do you usually use when you're doing keyword research um when we're doing keyword research for product listing optimization we usually take up to 20 keywords not more than that for for the front end for the back end for the search terms and uh subject matter keywords and all of that we go as much as we can handle as much as there is room for it in terms of character limitations yeah so we kind of make a difference between what goes on the front end and the back end when we do our geared research for product listing optimization beautiful well said so i agree with you so for here what i like to do is take it to frankenstein and see what all of these keyword phrases have in common so i can do just one word per line and so that kind of narrows down these 372 words down to 79 unique words and you know i can remove common words remove single words we remove single letters so we stop about 72 so i feel good about that and then we can go ahead and upload this into scribbles and then it's going to give us all these keywords that we want to put it in like you were saying some in our friend even our listing and then summon our backend and then i'll go ahead i didn't sort these very well i have still a ton so i'm going to delete a lot of these but so let's say i'm using these i think that's around 20. so i'll say these are my top 20 keywords that i want to rank for and then these are all my just unique words and i'm going to click pl apply and then did you know the trick jelena on the colors don't hear what they mean yeah yeah if it's red then it's being repeated more times if it's green then it should be okay it's like only once mentioned or something like that i know that there's a beautiful yeah you're so smart yeah so with the phrases if it's red or orange those have the highest search volume and then it goes down to black and those would be the least searched phrases you know the ones that maybe have 100 200 monthly searches and then you're up here with the words so the red means that these individual words are showing up the most times in your phrases so you can make sense or we have self tanning self tanning mid self 10 men so so that gives you a good idea of how often those words show up so those are going to be probably more important ones that you want to have because they're going to be showing up more keyword phrases so then what i like to do here is i've got my keywords i'm all ready to go so i want to put i like to have three to five keyword unique keyword phrases in my title how many do you like to have jelena um well it all depends you know the different categories have different character limits so if we're in a category that has longer character limits then we try to use more instead of not really like keyword stuff but tastefully add as much as we can if i love that if it's a highly relevant and competitive and highly keyword with the high search volume then usually we use it in the title for sure yeah well said okay so i'm trying to see if we can get multiple sometimes you can kind of do it where you can get multiple keyword phrases using the long tail but sometimes i don't do as well on the fly but let's say if we could um self tanning mid self tan applicator mitt because you want to make sure they're like still exact the order is exact even if you're trying to fit multiple in so self-tendermint tanning mint so at least i got two um let's say for sunless tan so that would be my canonical url and you like to try and get five words and then a dash and then i like to just again find a few more of my really good ones that i want to put in so maybe it's um let's see another another important thing is if this isn't our brand like saint tropez we wouldn't want to put that inside our listing the only time i would suggest using that is if you're specifically doing like a ppc campaign but i wouldn't put that in your backend search terms i wouldn't put in your title i wouldn't put in your bullet points just because i know amazon is cracking down more on that so definitely be careful of that so um so yeah definitely sometimes you have to get creative and let's go see what they have right now on their listing so let me go back here to amazon and you click on their listing and let's see what they're already doing well in so what's really cool is your helium 10 tools will show up right here will show you this really cool data to show what's been happening in the last 30 days with their sales rank and their um their pricing so it's super valuable to see i use that every day that's awesome you're probe anyway so then you can go here and you can click on the listing optimize listing optimizer and it will automatically populate scribbles with their listing and then we can kind of see what they're doing where they used it so you can see they're using it a lot in their title now i personally wouldn't recommend doing that so many times it's definitely like more keyword stuffing right yeah yeah but i from my experience i can tell right away it's a chinese seller they're probably using dumping pricing which is why they rank so well they they have so many orders probably because they're pricing is a lot lower than the competitors and uh with all of these oh all this title just looks like a chinese seller basically yeah well said yeah that's really well said so they did a good job with you know this canonical url but everything else you're right it's a lot of tenement teeny mint tiny bit tenement that's definitely not something i would suggest doing so then we can also go in and kind of see they have you know over 4 000 reviews so i think it's super valuable to use the review insights tool and just really quickly get an idea of you know what are people saying about this product how are they using it what are they using it for this is kind of what i like to do to get inside the mind of my customers and really figure out what are they saying often and so this analysis tool is super helpful so you can see people have said self tanner within their reviews 153 times so that's the most common phrase that people are using reviews but you can see very soft shows up a lot easy to use self tanning super soft better than tanning lotion so as i'm going through and looking at this and researching i would be making a note and thinking okay obviously these are not keywords right that people are searching but these are phrases that buyers are looking for as far as that's this is more what they're thinking right not what they're searching or what they're thinking so this is super valuable to think about as you're writing your bullet points right so we could see let's see what they have in their bullet points right now so you know they have some they've touched on some of these things but yeah i would try to be as you know cohesive as possible when i'm writing a listing so you know we saw they like it very soft so we could say number one super soft and this is a cool trick as well which i like i know it's like not that big of a deal but i'd like to just be able to like quickly capitalize something just by clicking that that's a cool little trick right absolutely super soft tanning mitt and then maybe we looked and saw some other important phrases um easy to clean that would be a big one right as a buyer yeah expressing the benefits of the product basically beautiful beautiful easy to clean with just water and then yeah perfect um maybe say get a natural streak free tan like you mentioned um you can go deeper and say now you don't have to spend hours hard moving your skin in the sun just grab bar mitt her sunless and here's a keyword phrase that just naturally fit there tiny mitt and your favorite um tanning lotion favorite let's just say favorite sunless tiny lotion oil or cream and voila so we can get tricky but i love to use the review insights and really get an idea of these popular phrases that people are saying because i know it's going to be relevant right beautiful so with is there anything else you would like to add gelena as far as how you do listing optimization or anything a cool little our copywriters when they when they do copywriting usually use the review insights tool to read you know some of the most important of course words to use the same way that you did it right now and um we also try to learn what are some of the most common objections as well from the reviews it takes a little bit of time but it's very useful you know handling objections in the copywriting if someone stayed on the listing uh in spite of all the competition bidding on it and showing up on the page uh if you go to the product detail page of this product on amazon you will see that there is uh other competitors spitting on it um like here below down below you can see that there are already two ads on the listing and then some more obviously down there on the automated sponsor products and all this so it's if a customer still stays on the listing in spite of all of that we just try to make sure that we handle some of the most common objections because that's like the second phase of optimizing the it's it's the conversion rate optimization side that we use it for and um try to try to make it as easy for them as possible to decide to make a purchase in some cases you know in some cases it's always going to be about the price so there isn't much you can do on that side and let's decrease the price and all that but when it comes to some products that have uh some functionalities that are added or some kind of different design or something different to them some element of differentiation to them usually it's worthwhile to spend time right to write high quality copy and this is a very useful tool for us in in our experience simply because it allows you to understand quickly if you're being or if you're overusing some keywords if you're if you're using if you're duplicating them which isn't necessary in this case it's only necessary to mention them once either on the back end or the front end for amazon to index it properly so this kind of tool i don't think it exists anywhere else we use it for these purposes to make sure that we write high quality listing learning from the competition it just makes the whole process very really seamless so i would i would definitely recommend it that's so well said i'd love your clarity jelena yeah i agree i love what you said too i think that's really important people ask a lot like how many times do i need to put this keyword phrase in right and i you nailed it right on the head you want to have your most important keyword matches your keyword phrases at least one time and once is probably plenty so you can put it up here in your title you can put it in your subject matter so maybe there's certain so you can see like self-tan shows up a lot so here we can do a little bit more keyword stuffing and it's not going to freak out our customers because they're not going to see this part so we have up to 50 bytes or characters that we can use in each subject matter so i definitely try to use all of that space um self tanner diy and then let's see tan mit so then what's really cool too is you can also you can see like i've used this phrase twice i've used this one once i've used this one once so we don't need to use it more than once so i can just go ahead and hide use phrases and it shows me okay i still have 22 phrases left that i can use and put in my subject matter and then there's all these words still that i haven't used and so that's where i like to do the back end because you don't need to have your keyword phrases in exact phrase match form so you can just put literally just one by one applicator glove exfoliator mitts gloves legs application and we'll just start crossing them off and get rid of them it just feels good it feels like you're doing your you're checking off your to-do list for the day right you're like yeah i'm getting stuff done so yeah there's a lot of cool tips and tricks but yeah definitely your title is your most important place to put your exact keyword phrase matches and then your back-end search terms have a lot of power for ranking and indexing your keywords and then your subject matter and then i just do yes and then yeah i just like to use the bullet points where it makes sense it just is natural to say i'm calling this tanning mitt or a sunless tiny mint but i'm not going crazy i'm not every other word putting something because it's not as readable right like we want people to be able to read this easily and they're excited to read it and then oh yeah one more cool thing i want to mention real quick jelena is when it's not too cheesy i do like to put emojis and because they're fun right it makes it makes the bullet points that much more like exciting to read and like jump off the page adds a little color adds a cool little formatting trick so yeah i think it's fun and you can kind of you can do the same for each one or you can get crazy and do something different on each one yeah it adds a little bit more variety and creativity so i love this little feature in scribbles i think it's so so fun it is it is and what we found it usually works best with women if the product is aimed towards women then emojis are something that they notice better than men in our experience that's beautiful yeah so thank you so much jelena it's been so fun talking with you today i loved hearing your style and your tips too because this is so fun like i'm always learning from pros like you as well so thank you so much for having me in your channel today of course um thank you for taking the time to show us this um all these tools and show us these little features i'm sure that a lot of cells have found it useful and speed up the process for their product launches as well especially if you have a lot of product launches going on yes it's something that can be confusing a lot of them hire you know someone to do it and then it takes time and all that and sometimes you can just do it yourself and do it with high quality and helium 10 is there to ensure that it's a it's a tool i 100 believe in and endorse oh thank you so much i really appreciate you and i totally agree this has been a game changer for me and i know thousands of other amazon sellers you know we used to take hours to manually go and read all of the different reviews and make a spreadsheet and you know put similar phrases like literally that took us what two minutes to look that up and then you know get these lists of all the top keywords that our top competitors are using like this is totally a game changer so i highly recommend helium 10. yep it is just make sure that you learn from the right competition like if there's a listing that you pull out of x-ray for a specific reason has a certain amount of uh sales volume you just have to know what the reason is whether that is the listing optimization side or the price or the number of reviews what's the strong side of this specific listing that you're pulling the words from because not always is going to be the listing optimization the reason why they're on the top of the search results so what's that's just like another pro tip i love these pro tips that's such a good point it's all about relevance and you're right not just getting crazy with the high search volume like what is the most similar to the product you're going to be launching and the most doable right not the most competitive right we don't want to be competing with tons of competitors with crazy high search volume that maybe have super high cost per click right we want to try and just build our way up and like you know rank gradually for easier to rank keywords instead of like going hard and potentially failing fast right so that's a good point you brought up yeah well usually the most competitive keywords are the ones that offer the most opportunity at the same way you just have to be ready to lose a little money before you start making it again so it's it's a different game but um equally successful in our experience beautiful i love that so you must have a little bit more risk tolerance to go after it a little bit harder from the beginning um sometimes yeah yeah that's good i love that i love that grade just go after it well thank you so much lyn i appreciate it and yeah definitely if your audience would love to you know try helium 10 for a month we have a really incredible policy where you can you know use your vip affiliate code and they can try it out for a month and just pay 50 and then if they don't like it or they don't use it then they can go ahead and get a full refund so it's totally risk-free or you can get 10 off using your coupon code that you'll post below and that's 10 off for life so you know whatever plan you decide to get that fits within your budget and your business needs it literally is such incredible value that i highly recommend it for every single amazon seller out there it's a game changer it is you can't work without it it's right in your experience yes you really are you really are like driving down the freeway with your lights off in the dark you're like oh man i don't know what i'm competing against here so yeah it's definitely years ago oh well a couple of years ago you could have gone without it because everyone else was doing it like 2016 and um it was chaotic and all of that but now um selling on amazon requires a lot more data proficiency and uh tools like helium 10 are definitely there to help out that part that's so well said you're so intelligent gelina i agree yeah when i started that's exactly how it was where it's just you didn't have to do as much you didn't have to know the numbers and analyze competition and you can you know do a lot less to rank and win now you've got to be you got to smart you got to have the right tools and information to make educated decisions so helium 10 is a must-have for sure um yeah we'll share in the video description some of the links that people can use to try out the tool either at 50 percent off or percent of lifetime so uh look out for the video description beautiful well thank you so much lina and thank you everyone for watching it's been so fun talking with you today jelena you too thank you guys thanks bye