We have introduced a blog post on how to find good keywords for your product listings using Lazada Search Recommendations. In this blog post, I introduce you to the new strategy on how to research and find powerful keywords phrases by learning about your top competitors. You can implement this actionable keyword research strategies today, whether you have a brand new product or a mature listing.
Why Are Keywords So Important In The Lazada Marketplace?
The reason I keep coming back to the search terms is that: having the relevant keywords helps to lead the potential buyers to your products on Lazada search results. For example, when a buyer is looking for “whitening peel-off the facial mask”, as a seller for this product you should have relevant keywords of “whitening”, “peel off” and “facial mask” in your product listing, instead of “facial cream”, “anti-aging”, or “moisturizing”.
How Do You Know What Is Relevant To Your Buyers?
One of the good ways to be relevant to the buyers is to be as detailed in your product listing as possible, so the buyers can quickly find the right products they are searching for on Lazada search. Make sure to include the variants of your products, such as color, size, functionality, etc. so your products can be found with specific searches from the potential buyers.
For example, you are selling a whitening blackhead facial peel-off mask. Which keyword phrase is more relevant?
- moisturizing anti-wrinkle facial cream
- whitening peel-off facial mask
Clearly, product listing B is more relevant as it accurately describes the main features of your products. By including the main features and other relevant variants (in this example: “24K Gold”, “whitening”, “blackhead”, “from Korea”), you help to navigate the buyers to the specific product they are looking for.
What Are My Top-selling Direct Competitors Performing Well For?
The next step to understand what is relevant for the buyers is to understand your direct competitors. It is always critical to review competition and know what your competitors are selling, how you are differentiated, and how your pricing compares to the competitors. Never underestimate the importance of studying for the competition since Lazada’s algorithm is all about existing demand, trends, and performance. The more you understand and learn about your competitors, the better you are at understanding your target market and improving your own product listings.
One common mistake when learning about the competition is to research on only one top-selling competitor. To avoid this mistake and for more accurate research, always use multiple top-sellers that are as close as possible to your product. Here are four steps to keyword success from learning about the competitors.
Four Steps To Keyword Success
1. Identify four top-selling products from your top competitors based on these criteria:
For example, you are selling 24K Gold Whitening Facial Peel Off Mask. You need to identify the top four products and only choose competitors on Lazada search results that fit the criteria below:
- Form: peel off, facial mask, 20K Gold
- Function: whitening
- Price: +/- SGD 10.00
2. Identify the 10-15 keyword phrases that your top competitors are all getting sales
Look into each of these products and identify 10-15 keywords your competitors are using. In this example, the keywords for all these four products are:
24K Gold, whitening, blackhead, from Korea, anti wrinkle, caviar/ caviar extract, blackhead, moisturizing, peel off, mask/ tearing mask, pore cleaning
Now you know these are the valuable keywords that your competitors are using to generate sales, so you can apply them to your product listing. Make sure to use the keywords that are relevant to your product features and functionality.
3. Use other criteria to pinpoint other keyword phrases you want in phrase form in your listing.
Another way to looking for valuable keyword phrases from the competitors is to look at competitor product reviews to find emotional connection opportunity.
Let’s look at the product review example of one of the top four facial mask products below:
Most of the reviews mention “smooth” as the result after using the peel-off facial mask. So besides the keyword phrases above based on the competitor’s Form and Function, now you can include another valuable keyword “smooth” in your product listing.
4. Write your product listing
After researching the competitors and collect 10-15 high-quality keywords from their product listing and product reviews, you now can write your product listing. Some of the tips are:
- Be detailed in including the main keywords describing product features, functions, and variants in your product title and product description.
- Write out the emotional connection bullet points using the keywords you found in competitor reviews.
- For example: Are you looking for a facial mask to remove blackhead and leaves your skin clean and smooth after peeling off?
- Track the search ranking results after using the new keywords in your product listing to see which version generates the most sales. You can use Split Dragon to automate the search rank tracking of your keyword or keyword phrases, so you stay up-to-date on your keyword performance and make adjustments to improve your product listing quality.
What Happens After You’ve Incorporated Your Competitors’ Keywords?
The next step is to constantly be on the lookout for potential changes your competitors may have been doing to their product listings.
In the world of eCommerce, there are two things that you keep an eye on: your own standing and the standing of your competitors. For every action that your competitor makes, you are being encouraged to take a counterattack to avoid losing your position or at the very least, so you could surpass the search rank of the other competing stores.
But doing competitor research is going to be another hefty process, just like what you did for keyword research.
In this particular scenario, you just want to make the most of your time increasing revenue for your business.
Most people would tell you to delegate but we simply recommend that you automate instead.
Split Dragon is an SEO and CRO software solution designed specifically for Lazada and Shopee sellers. One of its main features is the Competitor Tracking functionality. This lets you keep on eye on any changes in your competitors’ stores and products. The best part is that you don’t even have to open your account day in and day out. You will receive automated email notifications each time changes are at the end of your competitors. After that, you will be able to view the generated data on your Split Dragon account.
Take note that the process doesn’t stop here. You have to constantly be on the lookout and update your product listings as you can. Keywords can have high search volumes today but won’t have the same ratio in a month or so. Keyword research is a continuous process. On a separate note, you may want to learn how to generate Lazada keywords using Split Dragon’s Keyword Suggestion Tool. It is an excellent apparatus to pair with competitor intelligence. Check out Keyword Research: How to Find the Best Terms for Lazada and Shopee.