Keyword Rank Tracking to Monitor Organic Performance and Share of Voice

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Top keyword rankings are key to maximize sales and profits on Amazon. It is thus quite important to be listed on page 1 for your top keywords. It is important to constantly monitor where your listings rank for their most important keywords in order to make targeted actions. Keyword tracking ensures that you don't lose your sales, at least for your top keywords. Tracking enables you to decide the right pricing and PPC strategy to gain the top ranking for the keywords.

Tracking keywords enable you to find the search rank for each keyword and monitor if the tracked product is indexed or not for the relevant keywords. This means you can track if the tracked product is being displayed in the search results for an Amazon search for a given keyword. It is super helpful in cases where a product is experiencing low search visibility and low click-through rates.

Now, in order to appear organically in the search results, a product has to fit in a statistical profile and bag certain attributes like ratings, reviews, prices, etc. as per the market standards. And this is the sort of analysis that our software at DataHawk makes it easier to access for our customers. We notably compute Competition Scores related to keywords by looking, for instance, at how many reviews and ratings you would need to rank on page 1 organically.

Amazon Keyword Rank Tracking to Monitor Organic Performance and Share of Voice

This blog post is broken down into three sections:

  1. What is Amazon Organic Keyword Ranking, and why is it important?
  2. DataHawk's Amazon Keyword Tracker Tool?
  3. Use Cases:
  • How can you leverage keyword ranks data to asses the organic performance of your products and that of your competitors?
  • Mapping the Share Of Voice, as to how products tracked are ranking organically on page 1 for a set of Keywords.

Amazon Organic Keyword Ranking

The position or ranking in which a product appears organically in the unpaid search results on Amazon for a given search query is its Organic Ranking. Appearing organically at the top of the search results is how you generate "free" traffic to a product page, and hence generate more profitable sales that won't require spending money on advertisement. Most consumers stop browsing after page one, and the product that appears on the "top of the fold" - meaning positions 1 to 5 - usually rake the most clicks.

If you want to know the theory behind this and how the ranking is done by Amazon, read our article where we explain Amazon Ranking Algorithm.

 

DataHawk’s Amazon Keyword Tracker Tool?

DataHawk's Keyword Tracker Tool allows you to monitor daily changes in the organic search performance of any product. 

With DataHawk's Keyword Tracker, you have access to the historical organic Amazon keywords rankings data. The platform allows you to visualize rankings in beautiful charts and grids and thus benchmark your performance against your competitors.

DataHawk enables you to generate profitable keywords ideas to improve your Amazon listing, generate more organic traffic, and optimize your margins with a data-driven approach.

To quickly get started, create projects and add the desired products and keywords to it. DataHawk will automatically analyze the tracked ASINs and track how they rank for each Keyword you have added to the respective Project. Thus, there is no need for you to assign keywords to ASINs.

Use Cases to leverage keyword rank tracking to monitor and benchmark organic performance and share of voice

1. Assess the organic performance of products on Amazon with DataHawk

Tracking changes in your product's keywords rankings and that of your competitors is a good way for you to benchmark your performance against your competitors and get insightful data on how others sharing the same market space are competing. 

DataHawk Keyword Rank Tracker allows you to discover the keywords for which the tracked products are ranked organically. It enables you to monitor the evolution of these rankings over time.

Steps to use Keyword Rank Tracker:

  • Once you are logged in to the platform, you need to create projects and add the desired products and keywords to it. 
  • Clicking on a product from the tracked product list will take you to a product detail page where you have all the important KPIs and tools.
  • Click on the Keyword Rank Tracker tab once you are inside a Product. 
Amazon Keyword Rank Tracking to Monitor Organic Performance and Share of Voice

The charts show the keyword ranking distribution of the number of keywords you are tracking for which this product is tracking for a specific position.

For instance, we have tracked "TUFT & NEEDLE Twin XL Mattress" from April 6, 2020, to May 6, 2020. It is found that there is one Keyword for which the product is ranking in the top 3. Similarly, there are five keywords for which the product is ranking from 11th to 16th positions.

Amazon Keyword Rank Tracking to Monitor Organic Performance and Share of Voice

DataHawk Keyword Rank Tracker also allows you to monitor rankings across the first ten search page results in all departments. You can see the detailed breakdown of the page ranks and positions for each keyword you are tracking and for which the product is indexing. The color system helps you quickly analyze the ranks, the greener, the better.

Amazon Keyword Rank Tracking to Monitor Organic Performance and Share of Voice

For instance, for the product "TUFT & NEEDLE Twin XL Mattress," it was observed that the product has been ranking on position one on page 1 for the Keyword "tuft & needle" from April 6, 2020, to May 6, 2020.

It is, however, interesting that it is actually the variation of this product that is ranking. DataHawk gives you the details even if a variation of a tracked product is ranking. You can differentiate it very easily by looking at the grid. The boxes with plain background represent that the tracked ASIN is ranking whereas the boxes with striped background represent that a variation of the product is ranking on the given position.

Here, for example, a variation of "TUFT & NEEDLE Twin XL Mattress" (ASIN: B00QBZ25Q0) is indicated to be on page 1 rank 31 for the keyword "Casper mattress." (Variation's ASIN: B00QBZ265U)

Amazon Keyword Rank Tracking to Monitor Organic Performance and Share of Voice

You also have the estimated monthly search volume tied to each keyword, giving an idea of competition level on that keyword, as reflected by the number of products indexed on the search results on Amazon for it. Ideally, you want to optimize for keywords that have a high consumer demand relative to the number of products available for purchase for it.

2. Mapping the Share Of Voice

Clicking on a Keyword allows you to access various analytics tools related to it. With DataHawk Keyword Analytics Tool, you can analyze the competitive dynamics around that Keyword even by individual pages, in terms of pricing, ratings, and stars data points corresponding to products ranking organically for it.

For example, We have monitored the search volume, the competition score, median price, ratings, and star rating for products ranking organically on page 1 for a set of selected Keyword "Organic mattress."

Amazon Keyword Rank Tracking to Monitor Organic Performance and Share of Voice

The product ranking #1 for this keyword is "Brentwood Home Cypress Cooling Gel Memory Foam Mattress." The "TUFT & NEEDLE Queen Mattress" that we tracked earlier sits on position 6 for this keyword.

For the brand "Zinus," one of the main keywords used by them is "queen mattress," which has a search volume of 135,000/mo, with max star rating 4.9★ & number of ratings 42,623.

Amazon Keyword Rank Tracking to Monitor Organic Performance and Share of Voice

The Competition Score reflects what extent the Keyword is deemed to be competitive on Amazon and is an effortless way for you to map the share of voice for the keywords that you are interested in or are being used by your competitors.

Amazon Keyword Rank Tracking to Monitor Organic Performance and Share of Voice

Now that you are well equipped with DataHawk's Amazon Analytics Tool, you can answer the questions like, how many sponsored results are there overtime in the first and second pages relative to the total results? How often? Are bids high or low? Is there a handful of brands that are dominating advertising on those search queries, etc.

Leverage Keyword Rank Tracking is a series of Use Cases where we will cover every aspect of how you can generate profitable keywords to make a measurable impact on your Amazon business with DataHawk.

Stay tuned for the next episode.

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