Today we have the next post in the series on How to Build an Authority Website for an Amazon FBA Business. This monster post is a complete A-Z on how to complete Keyword research specifically for your brand
Dont have a website for your brand - Checkout BrandBuilders.io!
In the previous article in this series, we talked about the importance of developing an authority website to compliment and drive your FBA seller private label campaign.
An authority website gives you more control over your brand, products, and ultimately your sales. Amazon gives you insane reach, and access to its huge marketplace, but your own website based around your brand can drive high value sales that make all of the difference.
If you want to enhance your passive income stream, building a website is the next step.
Keyword research is the important first stage of your website. It will shape the content of your site, and dictate the words, phrases, and content themes that you will use to target customers who are most likely to convert into buyers.
Keyword research is considered the foundation of SEO and web development. This is due to search engines, and the phrases that potential customers enter when looking for something. A search engine's job is to provide highly relevant SERPs (search engine results pages) for user queries, and your job is to clearly stand out as a relevant match.
Google alone deals with 100 billion searches a month globally. Keyword research allows you to tap into the market, create content based on responding to search queries, and appear higher on results that are most relevant for your product or niche.
Keyword research helps you to gain valuable information. You can find out how popular a certain search term, gauge the interests and user intents of your niche, and respond to them. You can also find out the competition for keywords, and get an idea of how valuable they are to target in terms of both traffic and conversion.
The overall aim is to target the right audience using the right search terms.
The process of keyword research is, in itself, not too difficult. There are three major steps:
You will create a small sample list of terms related to your product, based on what you expect people to search. You will then expand using tools that analyze search data and competitors. Then you will refine the list to leave you with your best keyword an keyphrase options, which we will group together.
You can these target the most profitable keywords, by grouping them into into themed content silo, according to their meaning.
Software and applications, many of which are free or inexpensive, allow you to make light work of your keyword research, and leave you with nothing much to “do” in terms of expansion and analysis.
Soon, I will walk you step-by-step through the entire process of building a keyword list. First, you need to know a bit more background information so that you can produce keyword lists that are meaningful and valuable, and know how to utilize them to get the best results.
Keyword research, and the world of SEO in general, has changed dramatically since the early days of keyword-stuffing. Back then, websites could simply place huge volumes of popular keywords anywhere on their site; in the text, html, wherever, and would quickly move up the ranks.
Then came “keyword density”, where keywords were used a certain number of times to try and mimic natural text. What a load of nonsense.
Thankfully for all internet users, search engines now use more sophisticated algorithms to create more relevant and high quality SERPs. Keyword stuffing isn't just useless – it will now get you penalized really quickly. Your site will be seen as spam.
Now, it is all about using keywords and phrases in a natural way. Content should respond to search queries, and keywords should remain relevant to themes and topics. Google understands much more about the meaning of search enquiries, and tries to give the most relevant results to match the user's request.
The implication is that you (or your writer) should now be creating content primarily for readers. There is no doubt about it. Keywords should never be used at the detriment of the quality or relevance of your content and your website.
This does not mean that the use of keywords should be abandoned. They are still very important. Keywords tell search engine algorithms what your website is all about – the themes and intentions of your site, and help to match your content with a relevant audience.
One of the tricks (if you can call it that) you can still use, is to integrate well researched keywords naturally into your content, as well as into other key areas like the content title, headings, image alt tags, page title, and URL.
Never look spammy!
Overall, the aim will be to use keywords and phrases to facilitate a highly relevant and top quality website structure and content plan.
You can't stuff keywords anymore and expect to get away with it, so you will have to choose your keywords and phrases wisely, and try to gain authority in your niche.
When you conduct your research, you will choose keywords according to the volume of the search term, and also according to the level of competition. These stats will help you to determine what is worth targeting, and what it is possible to rank well for.
It is extremely difficult to become an authority for primary keyword like “swimming goggles”, or “goggles”. Difficult, but not impossible. If I type “swimming goggles” into google, the top results are from brands such as speedostore, proswimwear, zoggs and other companies that have pretty much dominated the top spots.
This doesn't mean you can't try to rank for major short keywords within your product niche, but it is likely that you will remain invisible for some time if you don't mix up your strategy. It's going to take a while before search engines recognizes you as being an authority worthy of ranking for the most popular short terms.
In the meantime, you will want to pull in some traffic and sales.
So, how do you use keyword research to compete?
As an FBA seller, it is likely that your product research came first. You found a product that qualified as a best seller, and that you could source from a supplier to turn a profit. (To find out the exact method of becoming an Amazon FBA Seller, see this article.)
Because you already have your product, let's say swimming goggles, you have no choice but to work with the keywords available in your niche.
The answer to this dilemma is long-tail keyphrases, known affectionately as the 'low hanging fruit' of the SEO world. Ripe for the picking, these keyphrases usually have a much lower search volume than major keywords, but also have much less competition, and are easier to rank for.
With well researched long-tail phrases, you can attract an instant audience, and you might even pull in some sales early on. As an added bonus, long tail terms are usually more specific. The user is looking for something specific, and by working with longer phrases you can create content that will match their enquiry closely.
Long-tail keywords collectively make up 70% of search volume. So, while it might seem pointless to target a single low volume long-tail phrase, a content plan which targets multiple long-tails will yield some pretty good results.
All the while, as you rank for more low volume long-tail phrases, the overall authority of your site will improve, and the search engines will begin to recognize you as a valuable source in your niche.
A huge advancement in Google's algorithm over recent years, is Latent Semantic Indexing (LSI).
Google updates such as Panda, Penguin, and Hummingbird, have offered increasing sophistication when it comes to knowing the meaning of words and phrases, and matching this with the meaning of a search enquiry.
The bots can understand, through a complex mathematical process, that “swimming glasses” and “swimming goggles”, pretty much equates to the same search.
They understand that “purchase swimming goggles” and “buy swimming goggles” imply the same user intent. “Best swimming glasses for the sea” and “what swimming goggles are best for the ocean” are understand to have pretty much the same meaning.
As another example, the search engines know that when the words “Apple” and the word “laptop” are seen together, the user is nearly always looking for a brand of computer. It will not give you results for anything related to fruit.
The overall goal of LSI, is for search engines to understand what exactly the user is asking for when they search, and to match the enquiry with the most relevant web results. It is the next step in giving accurate and relevant SERPs.
Clever, eh? But what does all this have to do with your approach to keyword and content strategies?
Well, for a start it means that targeting single keywords and phrases is not as important for your rankings. It is now more important that your website be recognized for its main themes or silos.
It also means that you can use related keywords and phrases pretty much interchangeably, as long as they have the same meaning, and respond to the same user intent. It is therefore now best practice to group keywords according to meaning and search intent, and to focus on targeting these groups with an effective content strategy.
In effect, the semantic abilities of search engines have greatly improved. Google now indexes your website according to themes and overall meanings, as well as looking at individual keywords and phrases.
This means that you can gain authority by:
The aim is to become an authority in your niche. Eventually, by targeting longtail phrases, you can start to rank for a whole bunch of related terms without even having to target them individually – all due to the LTI of the search engines. You will also eventually begin to see higher rankings for your main keyword.
So, how do you theme your keywords and develop a content plan?
For FBA sellers, the best way to understand and group your keywords and content, is in response to audience interest and search intent.
This allows search engines to recognize the relevancy and authority of your site, and match it with search terms related to various stages of the buying process, which yields maximum impact for sales.
Pretty much all web searches can be broken down into four intentions, which make up a sales funnel: Awareness, Interest, Desire, Action. The further down the funnel the searcher, the more commercial their intent.
Awareness/Informational – These searches are purely informational. The user wants to be informed, inspired, or educated. Searches are often based on the “who, what, where, when, and why.” For example, “Who won the gold medal for swimming”, “What is lavender oil?”, “Can lavender oil be beneficial for skin”. Usually, the searcher has no commercial intent, though they can sometimes be directed down the sales funnel or towards a sale.
Interest/Navigational – This is the search intention that you should be least concerned about for your keyword strategy. If anything you should actually eliminate any keywords that target this intention from your list. Navigational searches involve the user typing a destination into the search engine, out of laziness, or because they do not know the full URL of a business. Although they may have commercial intent, they are have already chosen their destination, and are just trying to get there. Search examples include “BrandBuilders”, “SEMRush”.
Desire/Commercial – Here we start to get closer to the money. The search engine user has a commercial desire for something. They know what they want, but they don't know which one they want. Searches on this level of intention often involve phrases like “best”, “comparison of”, “benefits of”. Searches are often problem-based. For example, “what is the best type of essential oil for sensitive skin”, “what are the best swimming goggles in 2016”. “where can I find hotels in Manchester.” The user is trying to gauge more information about the product or service that they are looking for, and if their problem can be answered, they might just get their wallet out.
Action/Transactional: In the case of transactional searches, the user pretty much has their hand in their pocket ready to buy. They know what they want, have addressed any problems they needed to solve before buying, and are now they want to make a purchase (or sign up to a newsletter, or use a free service – money doesn't necessarily have to be involved). Search terms may include “buy X online”, “cheap/discount lavender oil”, “meat restaurant in New Jersey”, and so on.
Once you have your expanded list of keywords (don't worry, we're getting to the actual method soon), you will group them into the categories of intent mentioned above. You will:
You can see here that this creates a structural framework for your keywords and content. Here's how it translates:
(So if you are an FBA seller who has a water filter bottle, you want search engines to understand that your main theme is selling the bottles, and that you also offer informational topics related to it. You want to rank for terms related to commercial intent, but have backup from easy to rank awareness searches).
Let's recap. So far we have learnt that:
It's time to get acquainted with the practical aspects of keyword research, of which the most important is the tools. There are hundreds of keyword research and SEO tools available online, and you might have your own preferences, but for your convenience here are some of the latest and greatest:
LongtailPro: My personal favorite! Enter a seed term, and watch as this software generates 800 more, giving you access to longtail keywords, which you can then analyze search volume, PPC costs, competitor data.
SEMRush: This is one of your main ally’s in keyword analysis. It will give you rich data about search volume, cost-per-click, the number of competitors for keywords, and shows you a whole bunch of related keywords and key phrases. With it, you can gauge the overall difficulty of ranking for a particular keyword, as well as keep track of how well you are doing in the SERPs. It also makes a great tool for analyzing your competitors. It tells you thousands of keywords that they rank for, what keywords you share, what they rank for that you don't, and more. This is one of our main recommendations for your research.
Google Ads Keyword Planner: This tool is an excellent resource for keyword research. Switch it over to 'keyword ideas' and it can suggest keywords for you based on seeds. Afterwards, you can enter a list of potential keywords and receive data about search volume, along with the cost of running a paid advertising campaign – the higher the cost to advertise, the more valuable a keyword is likely to be to rank for. The 'Planner' replaced Google's old keyword tool, and is now much more orientated towards Adwords, but is still useful for keyword research and analysis.
Keywordtool.io: With long-tail keywords proving to be a highly effective approach to modern content keyword optimization, this is a fantastic tool. Enter a topic or seed keyword, and keywordtool.io will generate hundreds of related long-tail terms based on Google Autocomplete. You can export these phrases into other tools to see how they stack up for search volume and competition.
Buzzsumo: Buzzsumo gives you amazing insights into the social media world. Enter a topic idea to get a list of the most shared content across all major platforms including Facebook, Twitter, Pinterest, Google+, and LinkedIn. Alternatively, enter a competitor's domain to see which topics went viral for them. This gives you unique insights into what your audience wants, and remember, shares and engagement also help you to rank. It's another tool in your arsenal that can help you to find hot topics and themes.
There are many tools for keyword planning and research, but the six mentioned above will yield more than enough data to provide you with all of the keywords and phrases that you need to formulate your content plan.
With them, you can take a simple seed keyword related to your FBA product or website, and conjure up hundreds more, analyze them, and start to assign them some sort of value.
It's time. Armed with the background knowledge to know why keywords are important, and what purpose they serve in today's SEO landscape, it is time to develop a keyword list.
Create Your Seed List
The overall aim, is to create a list of relevant keywords for various user intentions and topics. The approach doesn't have to be overly analytical. You just need a starting point to expand from.
Build A Keyword List
Refine Your List
You want to be left with dozens or a few hundred keywords, conveniently grouped, which are all relevant to your product, and which intercept search inquires at every stage of the sales funnel.
With your list of keywords, you can build a truly beautiful content plan based on the fruits of your labor. The keyword groups on your spreadsheet are all based around responding to user intent, and answering search queries at every level. This is perfect for ranking your product.
The actual terms and topics that you use in your content silos should be based on the data and analysis from your keyword lists.
Your next job is to translate these keyword groups into a content structure for your website. Each keyword group will make a theme. Your main theme, if you are an FBA seller, should be commercial and transactional. You want to sell products. You want the search engines and the customers to know this, and so you will use commercial keywords to build relevant web content pages.
For example, if you are selling essential oils on your FBA store, you will have product pages which use the most profitable transactional keywords, e.g. “buy essential oils”, and commercial keywords, e.g. “best essential oils” from your refined keyword list. Ranking for commercial and transactional keywords will eventually result in high conversion rates, and maximum profits.
To integrate the other keyword themes into your page, you might want to introduce a blog. This will allow you to delve into topics around the peripheral of your product. You can describe more about what it is and what it does, the problems that it solves, and other informational topics that are of interest to your audience.
You might cover topics such as “uses of essential oils”, “benefits of X oil”, “essential oils for skin care” and so on.
Your blog will pull in an audience via long-tail keywords, and will also rank for related search terms due to LSI. This can result in improved brand awareness, and also increases search engine authority for your sales pages. In time, ranking for peripheral topics will increase your rank for major commercial keywords too.
You can also use blog posts to funnel the audience towards a sale by internally linking informational content to commercial content, and then to transactional content, taking them deeper into the sales process.
When you come to write your website, or when you hire a writer, you should be able to hand them a content brief containing the target themes for each page that you ask them to write. Each identified theme or topic will have a list of keywords which can be naturally integrated into the text. You can also make the writer aware of the most important keywords and phrases to use for a particular theme – those that are likely to yield the best traffic and profits.
A content silo doesn't only refer to the writing and the keywords, but also to the way in which the content themes are structured on the website.
You don't want all of your themes muddled together in one mess of web pages. You want to try to create definition and distinction in the way that your page is setup.
The overall structure of your website contributes immensely to your rankings. How you develop and design your website really does make an impact – search engine bots need to be able to “crawl” through your website, and understand the themes contained within. An easy-to-navigate structure facilitates this.
In the next article, I am going to show you how to register your website, and begin your web design.
Keyword Research – The Final Words
Keyword research and SEO change all of the time. As algorithms become increasingly sophisticated, it has become much more important to add value to your reader, and to respond to search inquires with quality information and services.
Keywords will always have a role in your website, and remain an important foundation that will help you to gain traffic and sales. Analyzing, and grouping profitable and relevant keywords together to form contextual groups and themes, is the way to go.
If this all sounds like a lot of hard work, BrandBuilders.io offer keyword research and ongoing analysis of keyword success as part of their brand building services. They can help you to achieve your goals of increasing your FBA (or affiliate) sales, and developing your passive income.
Today for the first time I am putting my unique entire FBA business including all authority affiliates websites that drive the sales up for sale!
For those of you that have been following my Journey with FBA (all posts here) you have seen this unique business strategy on a very steady upward trend!
Purchase this $11k+/month net income highly diversified, stable and growing business…
Diversified Business (not simply 1 website)
The business model of using an Amazon Affiliate site to drive sales to launch an FBA private label product line has certainly proven itself as you can see in the graphs below. This lower risk online business model when compared to simply purchasing a single website provides both risk mitigation along with more opportunities for growth.
The business model I am setting my team up to execute is a higher risk process involving the acquisition of several affiliate sites and the creation of brands around them. This model requires capital and I will look to use the funds of this sale to rinse and repeat the model.
Currently the value I can continue to add to this business is less than growing a new affiliate site and FBA brand.
As a result I know I am walking away from a potential 3x annual income sales multiple if I were willing to simply hold (even without additional growth).
Lower Risk vs Website Purchase – Most online business purchases are a single website that the downside of the investment is a complete $0. In this case with the diversified traffic streams of Amazon Organic, Google Organic to multiple sites there is no single point of failure.
Nov & Dec Average Net Income = $10,983 USD
The business will be valued based on the numbers from November, December and January…
(sale valuation will be based on Nov, Dec and Jan numbers)
Affiliate Site 1 Weekly Traffic
Affiliate Site 2 Weekly Traffic (Purchased Website)
With both the high-season coming (May) for this market and the market growing at a steady rate over the last 5 years shows that the sales are not only holiday seasonally driven.
(17.5% year over year growth from 2006 – 2016 and very stable interest around the entire calendar year)
For Myself – Rinse & Repeat
For the Buyer – Grow (PPC, Ecommerce Side, Product Line & in 1 year value business at 3x Annual Earnings ideally)
If you are interested I look forward to discussing the sales process with you…
Depending on the seller and their wishes I look forward to sharing the results of this process for everyone reading AuthorityWebsiteIncome.com
I started writing this post before I had finished the data analysis…the ROI is a little shocking! I want to make sure up front I say these numbers are still a little “fresh” and it would be stupid of me to consider these last two months as the basis moving forward.
Since my decision (when the wife was away and I had had a couple beer) to launch my can’t fail FBA business on a Friday night mid September I have been moving quickly (especially in the first two months).
This post is an update on my business and I share exactly how many of the assumptions I made have held up.
Apologies to those non data geeks as I share a LOT of data below!
In this post I am going to share…
The key to the VERY FAST success my Amazon FBA business has been having a powerful authority site driving sales to the product every day without the need for doing any ongoing promotions!
Quick FBA Update – Selling over 30 units per day at $10 profit per unit in my 2nd full month on FBA!
Something I haven’t revealed yet was that the site I am using to drive the majority of the sales was purchased from a
Although I have a massive team building great looking PBNs and very respectable money sites I wanted to build this business off of something much bigger/better and that is why I turned to Andrew.
After seeing both the results of my FBA business and the quality of the
Announcing – PREMIUM Done For You FBA Branded Websites!
In the next series of
Everything he shares will be free but if you are interested in using his exclusive/highly skilled services have a look at the premium offering we have created with his skills and the support of my team...
28-year-old family guy. A devoted husband and father to a 7-year-old son. I'm also a huge basketball ( go Magic 🙂 ) & soccer fan.
I'm in the game for almost a decade now and I've gone through it all. I enjoy being in the trenches and doing all the hard work.
Part 1 of Ultimate Guide to Building an Amazon Private Label Website
This ultimate guide to creating a website for Amazon brand registry will be your guide and companion as we walk you through exactly what you need to do to get your online FBA presence up and running.
Before we get to the specific steps you should take; we want to explain a few principles that will provide a basis for everything to come. Two of the most popular methods to build your own online business are Fulfillment By Amazon (FBA) and Private Label businesses.
Here’s how they work.
Because online giant Amazon has built one of the most sophisticated logistics networks in the world (soon to include drones!), they have set expectations very high for what people expect when it comes to ordering products online. If people don’t experience the same ease of ordering, speed of delivery and low prices that Amazons provides, they are not likely to buy your product.
Thankfully for you, Amazon has decided to take advantage of their inventory and logistics system to create a service called Fulfillment by Amazon, or FBA, where you get to benefit from their experience.
You store the product you want to sell in Amazon's fulfillment centers. They do the rest – pick, pack, ship and provide customer service for these orders. They will even let you list your products on Amazon.com, which can boost your sales.
A 2014 survey reported that 71 percent of FBA businesses who responded to the survey saw their sales increase by more than 20 percent since joining FBA.
A private label business is when you sell existing products under your own private brand or label. Once you decide what product you want to sell, you can contact manufacturers directly. They will make your product with your label and ship it to Amazon ready to sell, which is where FBA takes over.
While FBA is a popular model for business owners right now, drop shipping and affiliate marketing are other lucrative models.
Drop shipping is a way to run an online store where you don’t have to store inventory or ship your own product. You set up your store and collect money for orders as normal, but instead of packing and shipping a product, you turn around and make the same order with a distributor at the wholesale price, which is less than the retail price you collected. Your profit is the difference in these prices.
With drop shipping, you don’t have to manage any inventory, but you do have to take care of customer service and deal with distributors who may not be reliable.
With affiliate marketing, you refer customers to another business, and then you get a commission if they make a purchase. Your website is just a referral source – you don't actually sell any products. The entire sales process is hands-off for you, but the downside is that you don't collect direct sales income (you get periodic commission checks), and you are not likely to get repeat customers because you are not actually offering any products for sale.
FBA is booming in popularity right now primarily because the barrier to entry is so low. You can decide to start a business today and be making a profit in just a couple of weeks if you choose your products well.
You need very little capital to start up (you can start with very small quantities), your audience is built in, you don't have to build your own website, Amazon handles almost all the customer service and logistic details, and you don't even have to manufacture your own products – you can just buy low and sell for a profit.
There has never been a better time to start your business because the speed and reach of the Internet are unparalleled.
Amazon is probably the world’s best marketplace, and it is amazing that you can gain access to it so quickly with the FBA program. You have exposure to a wider audience than you could ever dream of on your own, and you can quickly make a significant profit.
You face one major disadvantage, though: you don’t control the platform!
While business is booming and Amazon shows no signs of slowing down, they could end the entire FBA program tomorrow if they were so inclined. If you are entirely dependent on Amazon for sales from your product, your profits would immediately disappear, and you would have to start all over again.
The answer to this dilemma is simple. Yes, take advantage of Amazon's incredible reach and resources, but don't make FBA your entire strategy. It is absolutely crucial for your long-term success to build your own brand outside of Amazon's reach and influence.
The best way to establish yourself online is with a well-designed, functional website bringing in natural traffic without the benefit of Amazon. Your own website gives you a piece of online real estate entirely under your control. No matter what happens with Amazon, you will have your products for sale under your brand, and that is a valuable asset.
What now? You still don’t have a website, and you don’t know how to attract traffic to a site even if you did have one. You have a long way to go before you are up and running.
That’s why we’re here. In the next three or four articles as part of this series, we will talk about the importance of keyword research and how to attract traffic using the best keywords for your niche. Then we’ll get into the nuts and bolts of how to actually build your site - we’ll walk you through every step you need to take.
This is an exciting time with lots of opportunities and we are happy to be apart of it!
It has been 2 months since I decided I was going into the FBA Business with my “Can’t Fail FBA Business Plan” and here is my update!
Todays post is a fun one… I share a LOT of data/graphs and details about my journey over the last 2 months to get this business moving.
If you like numbers, business plans, excel, assumptions and sensitivity analysis you probably have issues (like me) but will enjoy this post…