Amazon sellers constantly seek ways to enhance their product visibility and boost sales. One effective yet often overlooked approach involves optimizing mid-range keywords—those ranking just outside the top search results. Jon Tilley, founder of Zonguru, shares his insights on how sellers can harness these keywords to unlock significant growth potential.
The Value of Mid-Range Keywords
While many sellers concentrate their efforts on the most popular keywords, they frequently miss out on the opportunities presented by those ranked between 25th and 50th in search results. These mid-range keywords may not seem as glamorous as the top performers. Still, they hold the key to reaching untapped audiences and increasing organic sales.
Amazon already recognizes your product’s relevance to these searches. Still, it hasn’t yet ranked them on the first page—the coveted buy zone where most conversions happen. By strategically focusing on these mid-range keywords, sellers can improve their product’s ranking and tap into new streams of organic traffic without facing the intense competition associated with top-ranking keywords.
Why Focusing on Mid-Range Keywords Works
Targeting mid-range keywords is about finding the balance between competition and opportunity. These keywords are less crowded than the top spots, making them more attainable for sellers who want to climb the rankings without an excessive investment in advertising.
Moreover, moving these keywords into the buy zone can create a domino effect. As your product begins to rank higher for one set of keywords, it often improves the ranking for related terms as well. This holistic improvement not only boosts your organic sales but also strengthens your product’s overall visibility on Amazon.
A Strategic Approach to Keyword Optimization
Sellers must engage in regular performance reviews and data-driven decision-making to effectively target these mid-range keywords. Tools like Zonguru provide the necessary insights to monitor keyword rankings, identify which ones are on the verge of breaking into the buy zone, and develop targeted strategies to elevate them.
Jon Tilley recommends a consistent and focused approach: sellers should zero in on the right keywords and use tactics like PPC, SEO, and pricing adjustments to push these keywords up the rankings. Combine keyword optimization with PPC campaigns and SEO efforts to push mid-range keywords into higher rankings. Focus your advertising budget on keywords that have the potential to deliver the best return on investment. This method ensures sustained growth and profitability by focusing on the areas with the most significant potential for improvement.
Enhancing Sales Through Product Bundling
Beyond keyword optimization, product bundling offers another effective strategy to differentiate your listings and increase sales. Successful sellers often create value by bundling their main product with a complementary item, providing a better deal, and improving the overall customer experience.
Amazon’s algorithms favor listings that enhance the customer experience, and smart bundling can be a powerful way to achieve this. By understanding customer preferences and purchasing habits, sellers can craft bundles that resonate with buyers, leading to higher conversion rates and better search rankings.
Make Strategic Moves to Grow Your Amazon Business
To stand out on Amazon, sellers must go beyond surface-level tactics and focus on strategies that drive meaningful results. By targeting mid-range keywords and leveraging product bundling, you can improve your product’s visibility and sales performance on Amazon.
Are you ready to take your Amazon strategy to the next level? Seller Accountant specializes in providing ecommerce sellers with the tools, insights, and coaching needed to succeed. Reach out today to learn how we can help you optimize your Amazon business for growth.