amazon SEOコンサルティングサービス

Summary

The video script presents a comprehensive seminar by a merchant consultant from a Seller Services division, focusing on improving product pages by understanding buyer search behaviors. The consultant emphasizes prioritizing customer-centric strategies over merely algorithmic ones. The discussion covers the importance of designing product titles and descriptions that resonate with buyer interests, using tools like Brand Analytics and A/B testing for optimization. Key points include the significance of comparing various products, understanding market dynamics, and customizing content to enhance user engagement and sales conversion.

Takeaways

• 🙌 **Customer-Centric Approach**: Focus on the buyer's search behavior before considering the logic of the platform to improve product pages.
• 🔍 **Search Behavior Analysis**: Understand the search keywords customers use to find products, which can provide hints for sales growth.
• 📈 **Product Title Optimization**: Create product titles that are clear, concise, and resonate with buyer expectations to increase click-through rates.
• 🛍️ **AB Testing**: Utilize AB testing for product titles to determine which version attracts more customers, as demonstrated by conversion rates and sales volume.
• 📊 **Keyword Strategy**: Analyze and adjust your product titles and keywords based on actual customer search behavior rather than assumptions.
• 📉 **Review Analysis**: Use customer reviews to identify the strengths and weaknesses of your products and improve the product page accordingly.
• 📝 **Competitive Analysis**: Look at competitor reviews and market positioning to find gaps and opportunities for differentiating your products.
• 📈 **Performance Metrics**: Use business reports to categorize products based on session (clicks) and conversion rate (CVR) to identify high-potential items for improvement.
• 📊 **Market Comparison**: Consider the entire market when comparing products, not just individual items, to understand the relative judgment made by buyers.
• 📈 **Utilize Tools**: Leverage tools like Brand Analytics and Advertising Campaign Manager's Search Term Reports to gain insights into customer search behavior and ad performance.
• 💡 **Consulting Services**: Consider professional consulting services to support marketing efforts, conduct individual investigations, and provide market comparisons.

Q & A

What is the main theme of the discussion led by Ishihara Masayoshi?

The main theme is focusing on improving product pages by considering the buyer's search behavior as the starting point.

Why is it important to consider the buyer's search behavior before the logic of the search?

Considering the buyer's search behavior first helps in creating product pages that are more likely to resonate with potential customers, leading to increased sales.

What is the risk of using subjective words like 'Oshare' (Stylish) at the beginning of a product title?

Using subjective words like 'Oshare' can lead to an overestimation of the product's appeal, potentially setting unrealistic expectations for the buyer.

How can a seller conduct an A/B test on their product titles?

Brand owners can use the Seller Central's experiment management feature to conduct A/B testing on their product titles, comparing the effectiveness of different titles.

What is the significance of understanding the keywords that buyers are searching for?

Understanding the keywords that buyers are searching for is crucial for optimizing product titles and keywords to increase the visibility and conversion rate of the product listings.

How can sellers use Brand Analytics to understand buyer search behavior?

Brand Analytics allows sellers to input any keyword and see the search frequency across the Amazon site, helping them to identify which keywords are most frequently searched by buyers.

What is the role of the Advertising Campaign Manager's Search Term Report?

The Search Term Report provides insights into which search keywords led to the display of the seller's ads, allowing them to analyze the exposure and potential of their advertising efforts.

Why is it important to compare your product page with those of competitors?

Comparing product pages helps sellers identify gaps and areas for improvement, ensuring their product stands out in a competitive market.

How can analyzing customer reviews help in improving a product page?

Customer reviews can provide insights into the strengths and weaknesses of a product from the buyer's perspective, which can then be addressed to enhance the product page and increase buyer confidence.

What is the recommended approach to identifying which of your products to focus on for improvement?

Using a business report to categorize products into a four-quadrant analysis based on session (clicks) and conversion rate (CVR) can help identify which products have the highest potential for improvement.

Why should sellers not solely focus on individual product optimization but also consider the market as a whole?

Considering the market as a whole allows sellers to understand their product's positioning relative to competitors and the market trends, which can lead to more strategic and effective optimization.

What is the final message conveyed in the transcript regarding the approach to product page improvement?

The final message emphasizes the importance of considering the buyer's search behavior, analyzing actual search keywords, and understanding that buyers make relative judgments by comparing various product pages before making a purchase.