Traffic entrance 1: keyword traffic
When consumers search using a certain keyword, your product appears on the search results page, which is the keyword traffic entrance.
Keyword traffic entrance is a basic traffic entrance, and it is also the first traffic entrance for consumers to contact your products on the platform. To make good use of keyword traffic, sellers need to start from two aspects:
First, the listing optimization should be done well, especially the keywords in the listing title should be used well. It should be noted that because a product often has multiple different titles, sellers must consider what consumers think and try to properly use the core keywords that cover consumer searches in the title and listing details. This is the basis for capturing keyword traffic;
Second, the keyword ranking should be as high as possible. In previous articles, I have mentioned that keyword ranking is affected by factors such as keyword weight, conversion rate and BSR ranking. If sellers want to seize the traffic of keyword ranking, they must work hard on these factors;
Third, the placement of advertising keywords. Although advertising keywords are paid traffic portals, sellers must also fully consider this point if they place in-site ads. The higher the keyword weight and the higher the bid, the higher the ad position under the keyword.
Traffic entry 2: Category traffic
When consumers search for a keyword, the search results page may present numerous results, some of which may not be completely consistent with the consumer's needs. In this case, consumers may perform secondary filtering through the category nodes on the left column of the search results. Therefore, this requires sellers to fully consider the category selection of products when publishing products, and try to choose accurate categories. Only when the product release category is accurate, the weight of the listing will be high, and it will be more likely to appear at the top of the search results.
Of course, it should be noted that the accuracy of the category will also affect the weight of the Listing and the weight of the keywords. At the level of in-site advertising, it will also affect the keyword quality score, display position, and deductions of in-site advertising.
Traffic entrance three: BSR ranking list
Rankings are very interesting. For sellers, being able to get to the top of the rankings not only means an increase in sales, but the Best Seller logo itself can also give sellers a great sense of satisfaction psychologically. For consumers, the BSR ranking is also a reference indicator for their purchases, and for high-frequency consumers like Prime members, the BSR list is a place they visit frequently.
Therefore, the BSR ranking list is also an important traffic entrance for sellers. The only way to obtain traffic from the BSR list is to have better sales and a higher ranking.
Traffic entry 4: Listing details page associated traffic
A typical feature of the Amazon platform is that it has achieved the ultimate in closed-loop traffic. When we open any listing, we can always see many similar or related products on the details page. These product links provide consumers with a possibility, that is, if they don’t like the product on the page they are currently browsing, it doesn’t matter, they can also consider these other related products.
In the previous Amazon page layout, the related products were mainly four columns, namely, Frequently bought together (FBT), Customers who viewed this item also, Customers who bought this item also, and in-site advertising column, which were automatically captured and generated by the system based on user behavior. However, in the recently updated layout, "Viewed Again" and "Bought Again" were replaced by "4 stars and above" advertising positions. This adjustment means that if sellers want to make better use of the related traffic on the product details page, they first need to advertise their products, and secondly, the review star rating of the listing should be as high as possible.
Traffic entrance 5: In-site advertising traffic entrance
In-site advertising traffic is paid traffic. It is mainly distributed in the associated traffic positions of search results pages and product details pages. If you want to make good use of the traffic of in-site advertising, placing advertisements is a necessary condition. In-site advertising is divided into automatic advertising and manual advertising. There are many internal settings for the two types of advertising. I have talked about the specific setting techniques many times in previous articles and Himalaya programs, so I will not repeat them here. The core point is that during the operation, if you want to make long-term use of advertising traffic, you must continue to deliver advertising. However, the ultimate goal of advertising is to achieve a cost-effective input-output ratio. Therefore, in the process of advertising, we must focus on continuous optimization around the input-output ratio.
Traffic entrance six: flash sales, coupons and platform activity traffic
Flash sales, coupons, and platform events (such as Prime Day, Black Friday, Cyber Monday, etc.) are abnormal traffic, and the characteristic of this type of traffic is that there may be a surge in traffic in a short period of time. My attitude towards this type of traffic is that since it is abnormal traffic, it should be defined as "icing on the cake" traffic. Don't rely on it too much, but be prepared at all times and strive to make appropriate use of it when there is an opportunity to use it.
For example, flash sales require payment to participate. If the discounted price required by the flash sale results in a loss or breaks even, or if the expected profit from the sales under the flash sale cannot offset the cost of the flash sale, you need to be cautious. After all, any operation that is not for the purpose of profit is rogue.
The same is true for other types of activities.
As for coupons, sellers can use them as a normal setting. If the product is profitable, you can set certain coupons for the product. In this way, the coupon logo can increase the click-through rate of the listing to a certain extent, and can play a role in boosting operations to a certain extent.
These are almost the core traffic entrances within Amazon. If you want to make good use of these traffic entrances, the core solution is actually to work hard to sell products well, because the better the products sell, the more likely they are to obtain more and more advanced traffic entrances.
Matthew says: For whoever has, to him more will be given, and he will have an abundance; but whoever does not have, even what he has will be taken away from him.
The same is true for Amazon's operations.
