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Want to know how the big Amazon FBA sellers organically climb the rankings and scale their business up during launch? Simple. They mastered one of the most fundamental concepts necessary for effective Amazon selling: finding less competitive, but still highly relevant keywords you can harness to drive high volume traffic to your listing.

Think about how you find an Amazon product: you type in a phrase, and a list of related items appears. When listing a product, you need to make sure you use the right phrases, AKA keywords, to maximize the number of eyeballs on it. Listing optimization isn’t as simple as stuffing your listing with high performing keywords, though. To convert, you need to find and target the right keyword opportunities, and craft a listing that connects with your customers and answers any questions they may have.

If you want to rank up efficiently, especially during your launch phase, there’s an important keyword concept you need to wrap your head around first: The Halo Effect™. This trademarked method leverages Amazon’s A10 algorithm to drive your ranking up using keywords you probably never thought would work! After years of studying this effect, we can proudly call ourselves experts on the subject. So much so, that our CEO, Jon Tilley was invited to Amazon’s Australia Day to teach it! 

Check out the video below! In this video, Jon will show you how the Halo Effect can drive more relevant traffic to any Amazon listing, plus, expert strategies to help you uncover and utilize the keywords that will end up doing all the heavy lifting. Once you’re ready to start converting, you can grab our detailed, step-by-step guide for finding winning keywords your competition doesn’t know about here! Plus, we’ll throw in a bonus video that reveals how to write listing copy that connects with your customer and converts more sales!

Before we dive into the specifics of how it can help you, it’s worth talking about the different kinds of keywords you find on Amazon. 

Short-Tail Keywords vs. Long-Tail Keywords

Let’s start off by discussing two different types of keywords, and why they matter:

  • Short-Tail Keywords: Short, unspecific keyword phrases that have a higher search volume. Think of something like “foam roller.”
  • Long-Tail Keywords: Longer, very specific keyword phrases that have a lower search volume. An example would be “firm foam yoga roller for lower back.”

Pop quiz: when trying to increase sales on a new or underperforming listing, which kind of keywords should you use? If you answer short-tail, you aren’t alone. The logic seems sound at first glance: short-tail keywords have a higher search volume, which means more opportunities for customers to see your listing. This technically isn’t wrong, but it fails to address a key concept in Amazon selling: PPC. 

When first launching an Amazon product, you’re probably going to use PPC to generate interest in your item. Problem is, the higher a search volume a keyword phrase has, the more expensive its average PPC bid is. You’ll quickly burn through your advertising budget if you rely solely on PPC ads utilizing high search volume keyword phrases. On top of that, you may not get the number of sales you’d expect; short-tail keywords are less specific, which means the customer may not actually be looking for your product. Keyword relevancy is the most cost-effective way to increase click-rate. It’s a simple concept that surprisingly few sellers understand. Sellers often end up doing more harm than good when spending money putting a product in front of a customer who has no interest in buying it.

Enter long-tail keywords. Yes, these have a smaller search volume, but they sport something short-tail keywords don’t: specificity. If you sell foam rollers and a customer searches for “firm foam yoga roller for lower back,” and your listing is the first one that pops up, congratulations! You probably landed yourself a sale.

Not only do long-tail keywords have a better click-through rate than short-tail keywords, but they also benefit from The Halo Effect™! 

Want to find the best keywords you can ride your way up to page 1 with? Find out how you can download our step-by-step guide breaking down how to harness the power of The Halo Effect™ here!

The Halo Effect™: How it Drives Conversions Organically

Amazon’s A10 algorithm, which is responsible for ranking product listings, is tricky. There’s a lot of factors that go into how it ranks items. One thing it loves, though? Listings that convert using long-tail keywords. When A10 sees a listing bringing in high conversions using less popular long-tail keywords, it goes “hmm, this has potential,” and starts organically showing your item in short-tail keyword search results. The key here is conversion rate. Through many years of research we’ve seen how this concept increases sales for sellers in a ton of different scenarios; especially listings with sluggish sales, or those that have just launched.

All of a sudden, your “firm foam yoga roller for lower back” starts appearing in the search results for “foam roller.” The result? You end up ranking for higher volume competitive keywords that help bring in a higher volume of clicks and sales.

Fun fact: ZonGuru sellers who utilized this strategy saw a 7.5x increase in sales this year as opposed to last!

The Halo Effect™: Using the A10 Algorithm to Bring in the Conversions

The key to successfully launching an Amazon product isn’t stuffing its listing with as many short-tail keywords as possible; it’s effectively using specific, relevant, long-tail keywords that naturally blend into well-written copy. This begs the question: where do you go to find long-tail keywords, and how do you utilize them?

Want to Know How to Harness The Halo Effect

Finding effective long-tail keywords is a detailed process in itself. There’s an art to finding the right ones. Want to become a master? Then you need to check out Jon’s talk at Amazon’s Australia Day! In it, he’ll go into even further detail on what makes the A10 algorithm tick, how to use our data-driven methods along with tools such as Keywords on Fire to find lesser-known, powerful keywords, and more!

Learn how to unlock keywords that convert better and drive more relevant traffic with our proven Halo Effect method.

We’re not done yet, though! We also boiled down our years of sales experience and keyword research into one detailed, step-by-step guide you can easily follow to find conversion-grabbing long-tail keywords for your own listings that get the Halo-Effect going!

Learn how to find the right keywords for your FBA listing.

This guide all yours for free! That’s right; it’s on us. Ready to master our field-tested methods for yourself? Learn more how you can scale your FBA business and punch your ticket to page 1 a lot quicker than you think here!

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