Google keyword natural ranking

Today, we will mainly discuss the following eight topics:

The difference between standard products and non-standard products in natural ranking
Can we push all keywords to the homepage in natural ranking?
When we push a keyword, what is the ideal state of natural position and advertising position?
If the natural ranking of a word is pushed to the homepage, does the advertising ranking need to be pushed out again?
What factors are related to the natural ranking of keywords on the homepage?
How to check the natural ranking of keywords?
Do you need to track the natural ranking of keywords every day?
How to count the natural ranking of keywords?

Let’s analyze it together:

The difference between natural ranking of standard products and non-standard products
Standard products: We mainly target search traffic

1) Use phrase matching + BID to target other positions

2) Use precise matching + BID to target other positions/homepage positions

Through continuous ad clicks and transaction conversions, our natural keyword ranking will gradually appear, and the natural ranking will appear in the first 3 pages. Then, through further clicks and conversions, the natural ranking of keywords will gradually stabilize from the third page to the first page, so that we have completed the mission of successfully pushing the natural ranking of keywords to the homepage.

Of course, whether to use precise matching or phrase matching depends on the conversion rate of our products. If the conversion rate is more than 10%, it is recommended to use precise matching. If the conversion rate is 5%-10%, it is recommended to use phrase matching.

Non-standard products:

1) How can non-standard products push the natural ranking of keywords to the homepage?

The key to promoting non-standard products is to open more traffic entrances and do a good job of associating traffic. The overall order volume of the link has increased, and the natural ranking of the keyword will naturally go up.

How to get associated traffic for non-standard products:

SP keyword phrases and broad matching to get associated traffic, SP, SB, SD category positioning and Asin positioning ads can be associated with competitor pages, three different types are associated with different ad positions, and can also be associated with products in your own store to do a good job of traffic defense.

Set up natural associations, such as newmodel, bundled sales brand story Asin module, A+ page comparison module, Amazon post, purchase discount.

2) Do we need to deliberately promote the natural ranking of keywords for non-standard products?

A If you are very sure that these words are the key words during the new product period, you can also type these words when the new product is just launched, and tag the link for inclusion

B After running the new product advertisement for a period of time, if you find that there are indeed many orders under this word, and the Acos of pushing this word is within our tolerance, then we can type the phrase, accurately match the search traffic of this word, so that the natural ranking of these core words will appear on the homepage.

Can we push the natural ranking of all words to the homepage?

No, I used to have this misunderstanding. When I typed a batch of words at the same time, I found that there were always a few words that could not be pushed to the homepage after a long time, and I was very puzzled. In fact, this is also normal. There are always some words that are more difficult to be pushed up. Don’t be too persistent. So this is why we can first run the words through the joint force advertisement. If we find that the natural ranking of some words is in the first 3 pages, then we can open a separate force advertisement for this word to further stabilize it on the homepage and target it.

When we push a word, what is the most ideal state of the natural position and advertising position?

The most ideal state is that the natural position is on the homepage, and the advertising position is on the second page, reducing advertising costs and trying to let customers find us through the natural position of this word. However, in daily operations, it is often not so perfect, and we may encounter the following situations:

1) The advertising position is higher than the natural position. It is recommended to keep the advertising position. For example, the advertising position of the word “I” is on the first page, and the natural position is on the second page. At this time, we should not think that my product is mature and the advertising position does not need to be on the homepage. In fact, especially for standard products, the buyer’s perspective may be to complete the purchase at the top of the homepage. If we give up the advertising position on the homepage, we will lose this order.

2) The advertising position is close to the natural position. For example, the natural position of the word “I” is the third on the first page, and the advertising position is the sixth on the first page. Customers can see our advertising position and natural position at a glance. At this time, we can lower the BID and move the advertising position back to avoid invalid spending.

3) The advertising position is always lower than the natural position. For example, the natural position of the word “I” is on the second page, and the advertising position is on the third page. At this time, you don’t need to move it because there is no conflict between the natural position and the advertising position.

If the natural ranking of a word is pushed to the homepage, do I need to promote the ad ranking again?

I am an old standard product. During the process of optimizing the ad, I found that the natural rankings of several words are on the homepage, but the ad rankings of these words cannot be found in the first three pages. At that time, I asked myself: Do I need to promote the ad ranking of this word again?

Because it is an old product, I know that the natural ranking of this word is already on the homepage, and it seems that it doesn’t matter whether the ad ranking is in the first three pages. Is it really not important? Later, I realized that the ad position is also an important traffic entrance. If your word does not occupy this ad slot, it will be occupied by competitors. After being occupied by competitors, my traffic entrance will be reduced, so I raised the bid again and pushed the ad position of this word back to the first three pages again.

Moreover, I also realized a problem: when a word has only natural ranking, the ad clicks of this word itself are also very few. Because it is a relatively stable old product, my bid is relatively low. Although the natural ranking has been stabilized for the time being, new products are constantly pouring into the market. If you don’t push the ad ranking of this word back to the top 3 pages, when the ad ranking and natural ranking of your competitors are both in the top 3 pages, slowly one day your natural ranking of this word will also fall out of the top 3 pages, and you will be swallowed up by your competitors.

What factors are related to the natural ranking of five keywords on the homepage?

1 High click-through rate

The click-through rate of the first line of the keyword homepage should be greater than 1%. It is normal. If the link optimization is in place and the advertising words are relevant, the click-through rate will be easy to increase.

2 High conversion rate

How do we know whether the conversion rate of our keyword advertising campaign is high or low?

Click on the corresponding keyword link-search word, you can see the data of the average keyword conversion rate of the category. If the advertising conversion rate of a keyword is higher than the category average, it means that the conversion rate of our word is relatively high, otherwise it is relatively low.

3 The number of orders under the keyword must be sufficient

In addition to high clicks and high conversions, the number of orders also determines whether this keyword can be on the homepage. If the advertising budget is insufficient, the number of orders for this word is not enough, and the natural ranking of this word still cannot be on the homepage. If our budget is limited, we can first increase the budget for 1-2 words, first stabilize the natural ranking of these two words, and then appropriately reduce the budget before hitting other words.

We can use the SPR value of Seller Elf as a reference: (Note: This order volume includes advertising orders)

Six How to view the natural ranking of keywords?

1 Borrowing tools

Like Seller Elf, sif, and grapefruit search, you can view the natural ranking of keywords

2 Manually enter the query at the front desk

If we don’t have many keywords, we can also manually enter the Amazon front desk to query the natural ranking of keywords.

Seven Do you need to track the natural ranking of keywords every day?

Yes, we can track the natural ranking at 0:00 every day. In this way, once the ranking of the link category becomes worse, you can use this data to find out which words have lost their natural ranking, and make corresponding adjustments to the advertisement of this word.

How to count the natural ranking of keywords?

I currently use the following table to count the natural ranking of keywords.

The above is today’s sharing. Thank you for meeting me and reading! If you have any questions in the process of promoting products, please leave a message below the article and discuss together!