How To Optimize Products On Amazon With Mark Casey
Kris Gramlich and Dustin Kane are joined by Mark Casey to discuss how to optimize product on Amazon.
Mark Casey is a visionary marketing and SEO specialist who unites experience with innovative thinking to provide his clients with the best opportunity to excel in the online marketplace. Applying his degree in Marketing and Branding, Mark has developed a reputation for driving results in the online sales realm through cutting-edge strategies. As an Amazon expert, Mark has helped over 5000 clients to achieve success on the platform. Over the course of several years, he has cultivated a winning system based on in-depth knowledge of Amazon ranking factors and listing strategies. Mark dedicated himself to fully understanding the science behind where a product ranks on Amazon and how to optimize product listings for the highest rate of conversion. Working under a top 500 company, for example, he helped to enhance their Amazon page which contributed to their current nine-figure annual earnings. Through his personal brand, MarkCaseySEO, he assists clients both big and small to achieve similar results by improving their Amazon strategy. Staying up to date on the latest technological changes and ranking factors, Mark provides his clients with the best resources available to reach new heights of success in the world of e-commerce.
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How To Optimize Products On Amazon With Mark Casey
Hello, everyone, and welcome to Episode 90 of “Two Amazon Sellers and a Microphone,” brought to you by Sellozo. Today, Kris and I have the privilege of talking with a great guest, Mark Casey, the CEO of Mark Casey SEO. Mark, thanks for joining us. How’s it going?
– Hey, how are you guys?
– We’re great.
– Appreciate you coming on.
– Of course, my pleasure.
– Yup, this is a, we’re gonna be talking a lot about ranking listing optimization. Like Kris mentioned before, this is one of our absolute favorite topics and we’re really excited and you’re the expert. So we’re really excited about diving in on this topic. This is something what we talk to sellers every day. They’re coming on to us to talk about their PBC and it’s pretty hard if you don’t have a good listing. If your listing is not optimized we are always talking about this. So this is gonna be great for everyone who’s listening. Just you walking through just sort of the best practices for this, but before we get started, Mark, why don’t you let everybody know just a little bit about you? How’d you get into the Amazon space? What you’re up to?
– Yeah, it sounds good. So I was actually around seven or eight years ago. I worked under like a nine figure seller. So he’s doing crazy numbers on Amazon. So I actually had like, when someone told me about Amazon reviews, I’m like, what is that? Like, you tell me what, like an Amazon And I’m like, what? Like, I don’t even know what’s going on. So then, there’s a nine-figure company in California. So I just started working doing like regular, you know, regular listing optimization, review optimization all the small stuff. And then, you know, like how it goes you meet a person and you meet another person. And then, I just started like scaling. So all my skills, I’m like, why should I work under someone else? If I have all those skills myself and I could just utilize that, you know? So you know, on like a friendly note I told them I still help them but I just kind of wanna branch out on my own and see what I can get going for myself. So then slowly, slowly, I started just doing regular like review, review optimization and small stuff like that. And then, you know, you meet someone you speak. And then I, you know, it became something of interest to me. So I, you know, quickly scaled it, spoke to many people, created a lot of different connections. And like now I have like a solid understanding of like the Amazon algorithm. How everything works? And you know, it’s cool.
– What year was that when you first started getting into this?
– Maybe, 2015 when things were a lot more different with Amazon.
– Where you can get straight five reviews with no problem. You know, like those gone days.
– Yeah, those were the good old days. That’s when the things were a little bit wild there back then.
– Oh, Kris and I were talking about that the other day and we both started around that same time. And you could just find the email address of the top reviewers on Amazon.
– And shoot them an email and send them your product and you’re gonna get a great review. I mean, it is way different now.
– Way different.
– For sure. Probably, it’s good that it’s different.
– Yeah, that’s true. It cracks down and you know, but even it’s good and bad because even organic reviews, Amazon is removing them. I mean, not just like straight up annoying, you know?
– Uh-huh, no doubt.
– And they got things like a buyer score now. Like certain buyers have like a profile like a store.
– Exactly. There’s a whole like, anything you had mentioned, I’m telling you I have like a whole thing that you could tap into because I literally spent the past couple of years just researching and understanding how everything works from the algorithm to the buyer sorts of seller scores and all that kind of stuff where Amazon kind of has the rinks, you know, and all the different things that you do. So, yeah, most definitely.
– Well, today we’re talking about, I wanna talk about like ranking and listing off them. This is the fun part for me. Like, I really get into this because it’s fun to like market a product and like, figure out the best title or the keywords for your title. You know, product research is a different thing. But when you come into doing ranking and listing optimization, that’s a different mindset. As long as the PPC, that’s a different mindset. So…
– That’s a whole different game, yeah.
– Yeah, these are all different games. So let’s start from the point where we’ve got a product, we found a product, we got it sourced, we’re creating a listing. And now we wanna know like, what do we need to do when we create a list? What’s some good, like, just really easy techniques that a seller should be doing for their listing first before they move to the next phase? Which we’re gonna talk about in a minute, which is ranking. So I got my product, I’m ready to create a listing. What do I need to do next?
– Gotcha, okay, fine. So just to give you like a heads up like my personal background is marketing and branding. So I come from a whole different perspective but even as much experience as I may have. I just like want to put emphasis on this that Amazon is a whole separate world. So whatever may work on any other platform Amazon has its own, you know, the old world for itself. So the main thing is like something this is like very underrated. Obviously, you need to make sure you have a very solid listing. So not just a good title and bullet points and then you’re done. You need to have a solid listing starting from the title of bullet point description back in keyword. But most importantly, I would suggest the photography. I have clients that spend thousands of dollars in photography, like whoa! Like $5,000 or a couple thousand dollars. And yeah, because it’s so important, you have to understand that the consumer, they don’t have your product in their hand. They’re buying based solely just based off of pictures itself. So the main image is like, you need to understand, we could sometimes work hours on the main image, you know, just researching competitors and what stands out and what doesn’t? And then on top of that, fitting it within Amazon’s restrictions and guidelines, you know? So the main image is definitely most important. So I always tell my clients I always tell there’s two parts to every listing. There’s one having a solid listing, building it up, making sure you have, obviously, the title bullet point descriptions are fully optimized. You don’t wanna do any keyword stuffing because whenever you do keyword stuffing go like, well, let me just shove everything in there. Amazon just totally disregards the whole thing. The algorithm is trained not to even like, index you for anything just keyword stuff. You have to make sure have enough of everything don’t put too much, don’t put too little. Definitely take advantage of the backend keywords. One very big thing that we see a lot of sales run that people just don’t tap into different opportunities. For example, is putting keywords in Spanish or putting misspellings. We wanted that we want to optimize someone’s listing. That’s what we do whenever we optimize. And so I was like, I just I’m getting sales out of nowhere. What happened? I’m like, we put it in Spanish. No one realizes that you don’t need to put it in front of your listing. Just the backend is fine, where you put keywords in Spanish missed like very common misspellings that have a great search volume that, you know, you’re able to kind of tap into those sales. So I know I’m talking very fast. I tend to be a fast talker.
– No, it’s great.
– This is like, you know, this is like what are my bread and butter. So yeah. So once you have a solid listing, it’s fully optimized, has great pictures, infographics. infographics, infographics. Definitely spend money on infographics and making sure, you know, it comes across appealing. No one knows that sitting there reading your bullets or your description, for sure not your description. You need to sell them visually. I was very visual. You need to sell them, show them your selling points, your features, and why you’re better than everyone else in the images. What’s interesting is one time I saw a heat map of when customers go on a page. What they spend the most time on?
– And the images, then they scroll a little bit down to the bullet points and straight to the reviews. Nope, they don’t even sees your description. Your description I see it’s a good opportunity. Obviously, make it sound good, but it’s a good opportunity to put your keywords in there. So once you have all of that set and you, then I would say it’s phase two, which is the launch phase. So then, there’s so many different techniques. I can literally sit here for hours I’m telling you there’s so many different ways on how you can launch an item. But I would say the phase two is once you have a solid listing, you do I would say a soft launch to kind of get that moving a little bit, getting some reviews and a little traction, and then go into the actual launch phase which you want to go a little bit bigger and better.
– Okay, let’s pause there. Let’s pause there. So I got my listing credit, okay?
– I’ve heard things like you have to put the main keyword you want in the front of the title. Like I’ve heard that’s like a strategy. What’s your thoughts on that?
– Yeah, everyone has their different opinions on what to do for a title. Somebody say, put your brand name in the front. I would say, don’t. Don’t put your brand name. No one knows the, you know, no one knows your little brand name when you’re a private seller. You have to sell them right away. This is a water bottle put the water bottle first keyword it catch your attention, then they see your brand name anyway. Amazon displays your brand name, but you don’t want the first thing to see is like, a random company name because they don’t. Unless, you’re Quora or something big, then you could do that one. So then, you know, you’ve got some time take advantage and utilize putting in your main keyword. So people could, oh, that’s what I’m looking for. It’s relevant. And then, you put your brand name wherever else you want. There’s so many other opportunities.
– In my bullets. Am I keeping these short? Am I keeping these long? Am I capitalizing? What am I doing there?
– Somehow, I would say you don’t long. ‘Cause you want to put keywords in there. But really if I see sometimes you’ll make good things, the bullets are longer than the description themselves. The whole point of the bullet points is that you’re trying to give information simple. If you’re making a whole long thing, no one’s gonna read it. And then, what’s the difference between your description? The whole point is you wanna make it short, straight to the point, and then you do the whole lovely description in the actual description. But don’t fill up the bullet points that everyone’s gonna be like, what’s going on here? And definitely use them all they do attract attention.
– And so speaking of just, we’re talking about that listing optimization. Let’s go back to the title again, what are the most important thing about the title? Is it getting your main keyword in there? Is it telling a story of your product? Or what is the most important thing on the title?
– Not telling you a story because you have so much, so many other places on the listing that you could do that. Definitely, it’s very hard. ‘Cause some categories, Amazon makes the character count like 80, some makes it 120. It’s a little bit different on what you could do with that. I would say keep it short to the point but definitely put your main keywords on there. Like, often people ask me, is it better to rank for the biggest keyword? And then, the smaller ones will come with it? Or do I do the smaller keywords? And then, eventually build my way up so it’s easier to rank for the bigger keyword. So it’s like a famous discussion to just pros and cons. That’s like a whole another process for some too. You know? But that’s like, that’s a very big discussion and a big debate on which one’s easier. So the short answer is depends on your budget.
– I’ve heard that EBC is starting to get indexed a little more. Like, when you create your Enhanced Brand Content, when you save an image or when you save a text box or whatever that’s starting to get a little bit indexed more. Have you seen that?
– Yeah, so basically there is a trick like two or three years ago, I started telling people about is that whenever you save your image to your computer, save it as your top keywords. Because Amazon does index the name of the image. So that was like a quick trick that we used to do is like barbecue grill mats. Just keyword stuff in the images itself and people are like warm ranking for these keywords. No one knows how, but realistically it’s because you save that image as a keyword. Like, no one really been thinking about that, but at that, so I would, yeah, that does make, I would say that it does make sense of an EBC, ’cause it did work for the main images. So, the EBC definitely. And also nowadays, I mean, you can write wording in your EBC, too. It gets picked up unless there’s two different types of EBC. EBC is when people just do like one image at one log image and you write all the words in there. There’s no actual text. I wouldn’t suggest that because Amazon doesn’t pick up any indexing from there. Or there’s another type of EBC where you do the box and then you put a text and you another image and then text under it. That’s the EBC I would suggest. That the ones that we do, because that’s the most effective.
– When you do the listing in the backend, we all know the search term field. What other fields would you fill out?
– So there’s the subject matter, there’s target audience. I mean, you could sit there for a long time trying to figure things out with so many boxes but a lot of times you don’t really need it. But I would say to definitely fill it out as much as possible. This is also a whole other thing whole discussion. But a lot of the times, often people say, oh, my product got tagged for an adults, adult item or something like that. And how’s it happening? The reason being is because it’s mainly the Chinese sellers who are very evil and literally I’ve given speeches that I give a four or five hours speak just on Chinese sellers. And all the tactics they’re doing and all that kind of stuff. And one of the things they’re doing is, if you leave one of those boxes empty, they’ll use a flat file upload on your ACE in, any empty field. So if you leave the field empty, that’s just an opportunity for them to just put something in there. So they’ll put an adult keyword in there or restrict to keyword. Or put it to your listing and then, and then Amazon says, oh, this isn’t my fault, and they’ll take it out. So I would say fill them out as much as possible but don’t just put random things in there.
– And it doesn’t matter if you’re brand registered? Like, if I’m brand registered.
– Does that protect me?
– Yeah, and maybe I’ll come back to you a little bit more but the accounts they use to upload these files are very like high rank accounts. Then it could override your listing.
– That’s rampant right now. I mean, we’re seeing that, we’re seeing a lot of postings about that. Where just like you said, someone’s listing has taken down. They can’t figured out why when there’s some random adult keyword in their backend. And man, I can’t stand black hat tactics like that, but they are rampant. And one thing that’s interesting I didn’t realize you could fill those fields out and that helps prevent it. That’s a great tip! Right?
– Yeah, definitely, like, there’s so many things like that. You know, the thing is like since I, I work with so many different like Chinese sellers and I worked even Chinese service providers. So that way I know, I understand what they’re doing so I can kind of work from reverse. So if I know they’re doing that, I tell people so fill it up. So that way they can, you know, they can do it themselves. But yeah, some people get attacked they could be vicious.
– All right, so we spent a little time talking about the listing optimization. Let’s transition into ranking. This is where it gets really fun. Trying to get your product rank organically. Hi. Go ahead and start with some of your basic tactics that you do for ranking.
– Okay, there’s like I said, I can really sit here for a very long time to talk about ranking because there’s so much involved. Like, from the smallest thing to the most complex thing. So I will really try to start slow but there’s so much I could like tap into like I’m not even sure where to start to be honest. So for example, ranking, okay. You have to first understand the elements of what Amazon takes into account in their A9 algorithm and then kind of play with it. So what I tell people is that you wanna feed Amazon what they wanna be fed. So once you’re working with that then you’re already working and going with the flow. Then it’s easier for Amazon to pick up all those, you know, whatever features and whatever it is and it makes it easier for Amazon. So for example, whenever, many people do not know this, but on your main image or whatever it is, there’s words, right? Let’s say you’re selling a supplement bottle and then it says fish oil or something like that. That also works into ranking because Amazon picks out I have to find this picture. Maybe on part Mark Casey part two we’ll kind of tap into this, but I saw a picture where Amazon’s algorithm works is where it picks up the text on your product. And that’s how it identifies your product. So, for example, if you’re writing texts on your listing even if it’s sideways, it’ll pick up the text and know, okay, this is, it says fish oil. So since this has fish oil on it it will give relevancy towards fish oil. I also saw another picture where it identifies what’s in the picture. It says human or a cat or dog, the algorithm is so immense. It will pick up these different elements as part of that. So, get that.
– All right, sorry, I have my…
– It’s all right.
– I was muting my mic there for a second because we’re trying to figure out what we got a little bit of audio issue, but it’s okay. We’re still picking up all this great stuff. That’s fascinating. I mean, you’re really into the algorithm and what you’ve done, obviously, a ton of experimenting and learning on what this algorithm does. ‘Cause ranking is such a game and I feel like for most sellers they’re throwing darts. You know, at trying to rank those spend a ton of money on PPC. And you know, maybe they’re spending all these money on their ads, but their ads aren’t working well. Because their listing doesn’t have a very good relevancy score for those particular keywords et cetera, that they’re advertising on. It’s such an interesting game, this ranking up. And we don’t come from a very, from the aspect of knowing a whole lot about the algorithm and this is why this is fascinating to me. So talk about some other things that you’re doing. Like what do you do in order, when does PPC come into the play on your ranking strategies?
– All right, gotcha. So I’ll tell you, I tell everyone very straight forward from now. Like, you asked me, do you do PPC on whatever? I don’t because that’s a whole world in itself. I like to focus on tap into what I’m good at I’m competent in at and the like. So I’m not, I just say a bucky at PBC. That’s not my sort of, you know, type of thing but I’ll tell you other stuff you’ll forget what PPC is, okay? So I’ll tell you something. I run my own giveaway network, that’s what I kinda started seven, six, seven years ago where I actually sat there connecting people and made them part of my own private network. You know, when I wanted to giveaways and you know, they purchased, search, find, buy the whole kind of thing. But just like you said, sellers start off and then like, okay, where do you have to do? They watch one of these courses or something? If they go on healing, then go search for keyword. Okay, how many of the giveaways? 600 pieces giveaways. So now imagine, this person just starting off they give away 600 pieces, which is totally insane amounts. First of all, you already, put your product at risk because Amazon is not stupid. They know you make a zero sales, two sells, five sells, ten sells. And you’re jumping to 30 sales a day. Amazon knows, you know, what’s up. So that’s personally not safe. Second of all, if you sells 600? They get to the first page. And then at the end of the first page do you wanna maintain them photos well, right? So then, we have to do another maintenance run and it just gets so busy and so involved there’s so many different, you know. It just so much involved that you’re wasting all your money. So obviously we want, you know, I’ve just named in short with different methods. Like, you know, just to start. And then, like, we can tap into each one individually or whatever. So obviously, there’s many chats where people can opt to set up ads. And then, do the giveaway and kinda spread it out. They regularly give away process is obviously do influencer. And there’s a whole bunch of things on how to launch your product and go choose your product. But I would say, so like we said before it’s doing the long-tail keywords. A couple of them are the one really big keyword depending on your budget. But I would say is to collect them a great amount. Like for example, the cheaper budget I would say. Like, easier way of basically collecting a bunch of long-tail keywords and tapping into that. So for example, giving them out, doing giveaways, but not on an eight-day period. A month just to do it over a 30-day period. That way, Amazon use consistency. When I was only like to see is consistency. They don’t like to see that you got, you know, like, let’s say a year or two ago. Yeah, you could fool the system doing over eight days. Okay, it’s good. Now Amazon wants to use consistency so that if they see you even on five a day with that keyword they’re gonna give you relevancy with that keyword. And make you better than as you did go. Even, if you go over it, don’t do over eight days just do 600 over 30 days. That way you’ll get a much better ranking and relevancy in the long-term. Doing this, high with in a short-term period, we’ll get short-term results.
– When I do the giveaway, am I what are we gonna do launch? Does adding the cart, having anything to do. Like, if I add to cart before I buy does that give me any ranking or just, or do I need to instruct my purchasers, my customers to you know, just type in my keyword, find the product and then buy right away? Or should they add to cart and then buy it at a later time?
– Okay, both were obviously the best is the longer they leave in the cart the longest line. I have this line, which I say in my speeches, the more weight, the more weight. So the more you weight, the more weight Amazon gives you for that keyword. Because, if you just search, find, okay that make such decision you know, decision-making. But if you’re gonna sit there and look at other products browse, okay, 24 hours later, then it’s gonna look more genuine purchase. The more weight to have for that purchase.
– And Amazon, yeah, gives like relevancy for that keyword. So for example, even if you add a product to cart and you never even end up purchasing it, Amazon looks at it as an estimated purchase. So they’re gonna, they know within themselves we’re gonna retarget this guy on every other channel. We possibly could email through Instagram or Facebook ads. We’re gonna retarget this product and we’re eventually most probably gonna get the sale. So that’s really, even if you do an add to cart it’s still going to give you relevancy for that keyword.
– That’s fascinating.
– I did not know that either, but it makes sense. I also think that that is highlighting how intricate the algorithm Amazon runs is. I mean, it’s super sophisticated in what they’re looking at. And I mean, I never would’ve known that add to cart it makes that big of a difference. That’s that’s really cool. So now you’ve done giveaways, okay. So now you’ve got this, you’ve moved up. I like the approach of it’s looking more natural. Okay, it’s not this big boost. You’ve got this natural sort of customer awareness buying habits is building. What are you transition to next after you’ve done some giveaways?
– Gotcha, so what I’d like to do with my giveaway is, so we could do giveaways, but I like to do on top of that outside traffic. So putting it up on different blog sites, putting in like, you know, we also have a whole system on how we do outside traffic directed towards the listing. So you’re not only the sales you’re also getting the traffic. Meanwhile, so it kinda gives it a bigger boost as well. So that’s what Amazon likes to see. So that’s why, I say the outside traffic, with the giveaways that could include influencers, blog posts. I give a whole speech one hour about Pinterest. That’s such an untapped market and a great potential obviously on Tiktok, too. But Pinterest was just underrated. Tiktok is becoming a thing. Pinterest has so many benefits, they have no idea. It’s like, putting up a blog and a blog just dies out, Pinterest with the light bar, the shelf life you know, so to speak is much long here. Pinterest ads and pins itself. So it’s definitely another market that’s happened.
– What are some things that, I’m launching and the hard part now is gathering reviews. Like, how do I get some reviews? There’s things you can do like product inserts, and that’s a little bit of a gray area but there’s things you can do emails. And there’s this, there’s hard, it’s hard to get reviews that, ’cause there Reviewer Programs I’m taken away. There’s the Vine Program now. But what I’m seeing on the Vine Program is the take rate is not as high as it used to be. Because there’s so many people in the Vine Program. So what’s a good like review strategy? How do you get those initial reviews for your product?
– So I always say, if I were able to ask to jump these question, it would be that question you just asked. I think that question ask me once in a month or once a week. Because I just don’t have it. I have an answer at length, but it just, it’s hard. It’s hard. Before, like, you know, before like you had early reviewer program to kind of rely on. But I always say this, you need reviews to get sale. Then in order to get sales, you need reviews. So it’s just a catch 22, just chasing your tail over there. It’s so hard there’s no direct answer. It’s like you can’t ask someone to leave a review because that’s against terms and services. You can’t pay someone to review terms and services. That’s it. Okay, let’s do index card. You have to be those specific on the terminology using on the index card. Or as you’re gonna you know, you’re gonna get for reviewing information there. I’m speaking to a seller around two or three weeks ago, he came tough and you know, he wanted, he said, oh, my ACE got suspended and the whole entire thing going on. Then he wanted us to help him reinstate his account? And they said, so what happened? He said, we did insert product insert. I said, okay. So what’s the problem? Obviously, the terminology. He told me Amazon, when they’re so strict they removed 43,000 reviews because he did product inserts. And Amazon just assumed all the products were not legit. And it all came from the product inserts he removed. Imagine, you built years, 43, removed 4300 reviews. Where are you now these 430 reviews? Can you imagine 43000 reviews and removed all that? And it’s just so hard like, it’s hard to say, you know, we conduct like a focus group so we can tell people, okay, here’s a product, we’ll test it out we’ll leave a review. But it just so hard because even Amazon removed organic reviews. They removed any reviews they might have even a 1% suspicion on. So rather to do product inserts. Yeah, that’s a good idea to definitely do, you know, requesting the review button. That’s definitely, you know, it doesn’t hurt to try. I mean, actually, no, these are not gonna hurt to try someone got there. Your buyer messages suspend it for sending out too many requests. It just it’s any way turns, there’s always a problem. So there’s no way to answer that because I genuinely like, there’s no clear black and white to answer.
– Yeah, I think you’re right there. I think it goes back to the product. Like, if you create a high quality product and that people like, and that people get enthusiastic about it it feeds the need that they need or they’re trying to fill. They’ll probably just leave a review organic on their own because the product was so good and the quality was so good that they may just do it on their own.
– All right, so I have a trick. That I have it’s very very good trick which I tell from my clients about. That is a great potential and will help you kind of like boost your good launch. So for example, I mean, are you guys familiar with the honeymoon period?
– Okay, obviously, so I’ve got to some speeches. I say ACE and people look at me like I’m an alien. So, So anyway, so your honeymoon period is so important. But the honeymoon period basically last 60 to 90 days. And when you know your product the better it could last 180 days. But obviously, is about the 60 to 90 days is the most where you wanna tap into everything. I keep saying that. But anyway, just kinda focusing on there, right? So many people have different ideas on when the honeymoon period starts. But based off my research, the honeymoon period starts once your stock hits FBA. Not once you list the product, once the stock gets FDA. That being said, what I would suggest is to make a launch through FBM. So sell your product FBMs. So do the advertising and everything, generate a couple of reviews from FBM purchases. Then, unless you have five or 10 reviews, solid reviews, then launched FBA, You got your honeymoon period and you’re starting with a nice five to 10 reviews which is awesome. You know, I supposed to just start even nothing. And just to put the cherry on top of the cake a lot of the times I had some of my clients do this and they work really well. You know, you could get higher quality samples or whatever from, I don’t know if the sponsor said here use it as your own risk. But just an idea to, you know, just to throw out there. But basically, so for one of my clients sold cups. So what he did was very very high quality cups. And that’s what he was selling for the first month or so. Then afterwards, he compromise the little things that don’t make so much of a difference. But at least he started this product of a 30, 50 solid five-star reviews and these are organic and genuine and real and his product is boosting. And someone’s gonna feel like the black sheep for example, let’s say I got my cup of like, oh, it’s actually not so good quality. All these people raving about it, you know. Like you think there’s something wrong with me, you know? But that’s definitely a very good way to mix those to do the FBM and do the higher quality. Or you could do whenever you want, but those are two great ways to start off your product.
– Well, doing the FBM, does it like understand that, but break that down for like how would you do FBM, 10 FBA listing? Like, if I get my inventory from my supplier my thought is I really like 50 units here and send off 950 units to Amazon. And I would sell the 50 units FBM real quick before the product at FBA went live. Like, what’s that look like on your end?
– Meaning what? Like how to list it or I just didn’t.
– Yeah, my mistake. So like what, how do you do that? How do you change a product from FBM to FBA? ‘Cause new sellers, they’re gonna be confused on what do you mean by signed fulfilled by merchant first compared to fulfilled by Amazon? Like what’s that process look like to do that?
– I’m not sure of the exact technicalities but I believe it’s very simple. Just either you can make a new skew and just add it to the product and then merge them together. That was a simple process. Yeah, I would say that’s easier for me. You could just yes start there FBA, but easily just I can just skew product…
– That’s exactly right.
– Or even merge it.
– That’s exactly right. Like you would even make a separate skew. They would live under the same listing, but that would be your FPM listing. You would sell that, get your reviews going through there. You would send off FBA on a different skew and then you would just turn off the FPM skew and turn on the FPA skew when your inventory gets checked in and you’re off and running. You’re often selling FBA.
– Yes, yup, exactly. Just so you said it.
– That is a really interesting strategy, though that you bring up about getting your first couple of reviews on FBM. And your sort of the way you’re talking about the honeymoon phase starting once your FBA comes live. That’s interesting! You hear a lot of different talk about when that honeymoon starts. You know, does it start when you create your listing or does it start when you, when does it start? But it sounds like you really seen that it really does start, right? When that FBA hits and boy, that is a great strategy to lengthen that out. Like, hit that honeymoon phase with all these reviews in place so that your conversions are better. That’s,
– Yeah, exactly.
– that’s the kind of expert examples.
– Yeah, I like thinking outside the box. If you want to know me personally, like, see, I’m like the type of person who thinks outside the box. Like, basically my logo. I don’t know if you saw my icon is like my face and then like, I wear a yarmulke. So it’s like the Amazon logo. Who’s wearing that cute outfit? I’m like, you know, that’s real. When I go to, when I speak, when I go to trade shows I have the little Amazon emblem on my yarmulke and people see me from across the other room and like right away, boom! This guy does something to do with Amazon. And he goes,
– I need to go speak.
– You know, it works. I like your way of marketing. And then I know I can trust my product. What can you do to my product, you know?
– Yeah, I love it! Outside the box is a lot of times the right place to be. ‘Cause everyone else is doing something in the same way. There’s a lot of open space outside of that box. But I mean, it sounds like this outside of the box that you work in is being backed up by a lot of testing and that you’ve done and you see the results. And so these really tried and true strategies that you’re talking about, but that’s fascinating. Now in terms of, so we’ve gotten through the listing optimization, we’ve gotten through some of these things to rank where you’re talking about the giveaways. You’re talking about, you know, the FBM strategy to get your first reviews. What are some other things that you’re doing? And at the same time to continue to keep this momentum going, where you’re ranking?
– Too keep? I’m sorry, I couldn’t hear the last thing you said. You said, what are we doing to keep the momentum moving, you said?
– Yeah, to keep that momentum going to keep that ranking moving in the right direction. What else are you trying to do?
– So obviously, the goal of doing giveaways and trying to rank for these keywords is so you’re put in front of your eyes to rank organically. So what’s your ranking organically towards good keywords you’re visible and then people search it. And, you know, buy it. And then, you move up in the ranks. That’s obviously the goal. Sometimes it takes more time. I often tell people when you’re starting off don’t expect to make money. You know, the money comes in the long run, but in the beginning you have to put so much money through giveaways and launch or even just PBC. So what I always like to suggest is slowly go off those giveaways. You know, I always thought it’s a crutch and this is a crutch. It definitely helps, you know, for the time being. But the whole goal is that you want to go off the giveaways but don’t do it all of a sudden. Many people just do the giveaways. And they’re stopping like say, 20 to 27 and then like 10 or six. So then, Amazon sees like, what’s going on? This guy’s not popular and it crushes your ranking. So what I would say is go off the crutch slowly slowly, use a cane. And then, kind of come off that slowly slowly, and then go off of that. And then, you obviously keep your PPC running. You know, you don’t want to just go cold turkey when I slowly dive in there.
– That’s great stuff. And I’ve pulled up right here, I’ve got your website up for everyone that’s listening. It’s markcasseyseo.com and I’m looking at your services. You offer a lot of services. I mean, this is, there is a lot that you’re offering. So for anybody who’s listening out there right now they like what they’re hearing they wanna work with you. How can they get connected with you and just get started working with you?
– Yeah, sure. So I’m all over the place. Like literally you can go on our website you can see it connect with me on LinkedIn. Definitely for our website, we have people who are working around the clock that can answer any of your messages and you could speak with me or whatever it is. Obviously, to work it out and whoever is watching today, you can use the code, “welcome.” And we’ll take 10% off of the services we have. Many, like you said, we have many different services, but only services that we can back up on and guarantee. And, you know, knowing that we can provide good service and good quality within many different packages whether it’s listing package. ‘Cause we do listings from A to Z the way I like. I like the way, you know, that people come through to me because they trust me with my work and it’s the way I like it. And that’s, you know, we’ve been successful from now. So we have different packages and we have launched packages. And then, the best thing is we’ll go like subscriptions. So as we know, keywords are changing, market trends are changing monthly. There’s many different subscriptions on there, but one of them which are very most popular is that every month we’ll update your listing with the newest keywords that come out. So we’ll just send you a file, copy paste it to the back of your listing. And boom! You got all the newest keywords in there.
– That’s fantastic! I can’t stress enough. ‘Cause I’m so guilty of this. How important it is to constantly be updating your listings? And constantly being staying up to date on, you know, are you in violation of some new thing that Amazon’s rolled out? Because I’ve had products have been super successful I’ve stopped paying enough attention to them and they just start slipping. And that service right there that you just mentioned is fascinating to me. That just the way every month you’re re-updating that. I think that’s huge! And I encourage anybody to do this. It’s markcaseyseo.com for that. That’s a really good offering. That’s not something I think about all the time.
– I appreciate that, thank you. And yeah, it’s funny because I remember Amazon once came out with things that there’s all these rumors that, oh, you’re not allowed to use emoji’s in your listing anymore. But that didn’t ever happen. There were companies using their emoji’s and nothing, you know, nothing happened. So it’s always good. You mean just for your own good to be on top of like what the newest rules are and what’s not. And because Amazon changes things all the time and like I’ve been violating this policy and they never renew.
– Oh, you’re exactly right. And well, I’ll tell you what, Mark, we are gonna have to have you back on. Unfortunately, there’s a little bit of audio issues on this one. I think him I hear it. Still heard everything. So the content and everything is great, but every one of these topics we could spend hours talking about. You could spend hours just talking about images on your listing and you could waste spend hours on each of these. So you’ve obviously got a wealth of knowledge and we’d love to get you back on as a regular on the show. Talking about what’s coming up and what’s new.
– Yeah, for sure. I’d love to be here. And like, there’s so much you can talk about each and every topic. I’ve literally given seminars which have been over four or five hours, you know? So in that, just sort of one little thing, but I imagine if we sit down for a cup of coffee or a beer, you know?
– Absolutely. Yeah, we’ll definitely do that. That’s for sure. And you brought up your videos. Everyone listening, go to YouTube and search Mark Casey. His videos are great. You’ve got great content. We were watching some before we came on here. So I encourage everyone to do that. Mark, we will get you back on again 100%. Everyone that’s listening right now and watching thanks for tuning in. Make sure that you subscribe wherever you’re watching and listening to this. If you’re listening on the podcast make sure you subscribe to the podcast, leave us a review. Leave us a nice review. We can say that there’s no rules against saying that for podcasts, so. Leave a nice review for us. If you’re watching us on Facebook or on YouTube make sure you subscribe and turn on notifications. So, you know when we go live, we do this almost every day with great people like Mark and we’ll have Mark back on so we can do some deep dives into some of these topics. Anyway, thanks Mark. Thanks everyone for listening. And we’ll see you next time.
– Yeah, sounds good.