Cerebro Video: How to Find the Keywords Where Competitors Are Beating You On

As a seller, it’s crucial to ensure that your product ranks higher than your competitors for key search terms. In a previous strategy, we discussed how to identify the keywords that your competitors are driving sales from where you’re not even indexed. What if you’re already ranked—albeit lower on the page—and your competitors are still ahead of you?

This guide will show you how to identify critical keywords for which competitors are ranking higher than you and what you can do to improve your positioning and ultimately increase your sales.


Why Is This Strategy Important?

Imagine you’re selling a coffin shelf under the keyword "gothic decor." The search results include many gothic-themed items, such as skull candle holders or moon-shaped mirrors, but customers searching for "gothic decor" are specifically interested in your coffin shelf.

If your product is ranking on page four, five, or even lower on page one, your listing is less likely to be seen compared to competitors who are ranking higher. The issue here isn’t just being on page one, but also being ahead of competitors who are offering products directly related to the customer’s search intent.

This is why relative rank matters—understanding where your product ranks compared to the direct competitors is essential. If your competitors are ranking ahead of you for keywords that are crucial to your sales, you’re likely losing customers to them.


How to Find the Keywords Where Your Competitors Are Beating You

To identify these opportunities, follow these steps:

1. Start with a Multi-ASIN Search in Cerebro

Begin by using Cerebro to perform a multi-ASIN search. This allows you to compare your product with several competitors. Add the ASINs of your direct competitors and ensure you have a range of similar products for an accurate comparison.

2. Set the Filters

In this step, we focus on relative rank, a powerful metric that tells you where you stand compared to your competitors.

  • Search Volume: Set a minimum of 300 search volume. This ensures you're targeting keywords that have enough traffic to make a difference.
  • Relative Rank: This is where the magic happens. Choose a filter for your relative rank and set a minimum of 3. This means you’re looking for keywords where you’re at least in the top three ranks—but still being outperformed by at least two competitors.

When you apply the filter, you will get a list of keywords where competitors are ranking higher than you. The goal is to identify the keywords where you’re already ranking but not in the top positions.


Analyzing the Results

Once the filtered keywords show up, you’ll be able to see your product’s relative rank compared to your competitors.

For example, let’s say the keyword is "coffin shelf". Your relative rank shows as 6, which means you’re not even in the top five for this highly relevant keyword. By hovering over the relative rank number, you can see the exact positions your competitors are ranking in.

This gives you clear insight into where you’re missing out. Your competitors are potentially taking the majority of the visibility, even if you’re still on the page. It’s critical to analyze these results and take action.


How to Improve Your Rank

Now that you know where your competitors are outranking you, it’s time to formulate a plan to move up the rankings. Here are a few ways to improve your relative rank:

1. Optimize Your Listing

Ensure your product listing is fully optimized for the targeted keywords. Make sure you’re using the relevant keywords in your title, bullet points, description, and backend search terms. The more relevant your listing is to the keyword, the better chance you have of ranking higher.

2. Improve Your Conversion Rate

If you’re already getting traffic but not ranking higher, it could be an issue with your conversion rate. Consider tweaking your product images, descriptions, and pricing to increase your conversion rate. A higher conversion rate sends positive signals to Amazon’s algorithm, improving your ranking over time.

3. Boost Sponsored Ads

If organic ranking is hard to reach for some keywords, you can use sponsored ads to gain visibility. Target the keywords where you’re falling short, and invest in ads to increase your chances of appearing at the top of the search results. Sponsored ads can help improve both visibility and sales, which in turn can enhance your organic rank.


Key Takeaways

  • Focus on Relative Rank: Knowing where you stand relative to your competitors is crucial for identifying keywords where you're being outranked.
  • Target High-Impact Keywords: These are keywords with significant traffic that are critical to your product’s success.
  • Optimize Your Listing: Ensure your listing is fine-tuned for the keywords you want to target.
  • Improve Conversion Rates: A better conversion rate leads to better organic rankings.
  • Use Sponsored Ads: If organic reach isn’t enough, use ads to boost visibility and sales.

By taking these steps, you can ensure your product moves ahead of your competitors and begins to capture more traffic and sales for the keywords that matter most.

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