Keyword trends (search volume or search rankings) can help us quickly evaluate search volume and understand changes in buyers' shopping behaviours, thereby providing data referency value for product selection analysis, operation optimization, advertising placement, etc.
How to determine buyer needs through search trends?
The search volume or search ranking of keywords represents the search volume of the corresponding market and market demand. Through the trend chart, you can intuitively understand whether the market is in an upward or downward trend.
According to different trends, we divide it into four demand types: growth, stability, cyclical, and declining.
Growth
Keywords with rapidly rising search volume or search rankings often beginning the birth of a blue ocean demand. If you use ASIN as a purpose of product selection, you will definitely be a step behind. §§need to ctch buyers demand if we wanna be ahead of competition.
For example, the search volume for the keyword indiana jones and the dial of destiny in September 2023 was 5.841, compared with 0 search volume in the same period in 2022 and before, indicating that this is a relatively new demand;
The SFR in September 2023 is 250.150 , the SFR in July 2023 was 354.111, and the search rankings is going down so search volume is rapidly increasing.
Stable
The demand in this type of market is relatively stable, so it is easier to guess the future trend of keywords. For example, the monthly search volume for the keyword desk pad always fluctuates around 140,000.
Of course, in addition to stable demand, we also need to take into account the product's iterative update rate. Although the demand for these kinds of products is stable, the product update and iteration rate is fast, making it relatively difficult to always have stock and not beign out of stock is relatively to new sellers.
Cycle
Similar trend fluctuations in the same time period every year represent cyclical demand. There are surges and sudden drops in demand in this type of market. It must be analyzed in conjunction with long-term trends, otherwise it may be misleading as a rising or declining product.
For example, the search volume of the keyword christmass tree reaches its peak in December, November and October every year:
Declining
The decline in search rankings can be divided into many situations, which also require detailed analysis of trends.
For example, the search volume decline of seasonal or holiday products after the season is unavoidable for everyone, so it is necessary to control the various time points of stocking and clearance. And if a certain type of product becomes outdated and enters a period of decline, it will generally experience a continuous decline, such as the hand sanitizer station in the picture below.
In addition, during peak shopping seasons such as Prime Day or Black Friday, search rankings may drop slightly, but product sales increase. This is because the rankings of some active products rise rapidly, which will cause the rankings with stable demand to be squeezed down and the search rankings to decline. However, since the overall search volume in the peak season is much larger than usual, it will eventually lead to an increase in the overall sales of the Amazon platform.
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