How to choose keywords for an Uzum card
Even the best product does not sell if buyers cannot find it. And in search results, positions 1–10 bring about 80% of sales. So the words in your card are the cheapest source of traffic after advertising.
How buyers type
A buyer does not name the product the way you do. They type briefly, with typos, mixing Uzbek and Russian, Latin and Cyrillic. For example, the same product is searched as “creatin”, “creatine monohydrate” and “creatin моногидрат” — and those are three different queries.
So the first step is to build a list of queries buyers actually type for your product.
What to judge each query by
- Number of cards — how many cards appear in the results. The more there are, the higher the competition.
- Cards in advertising — how many of them are pushed up by ads. If many are, reaching the top organically costs more.
- TOP-100 revenue — how much the top cards earn for the query. This is the query's real “weight”.
- Opportunity — revenue ÷ number of cards. A high opportunity is a “free” query: lots of money, little competition.
Where to put keywords
- Title — the most important and most frequent query should come first.
- Description — main and secondary queries in natural sentences. Do not stuff words in as a list — buyers read it too.
- Attributes — fill in material, size, color and the other fields completely: they affect search too.
Track the result
After updating a card, track positions for at least a week. Look day by day: which query you moved up on and which one competitors overtook you on with ads. Replace the words that did not work.
How to speed it up
The SEO and search queries section in MARGN has daily data for 3,001 queries: number of cards, share of advertising, TOP-100 revenue and an “Opportunity” column. For every query there is a 7-day position table, and cards pushed up by ads are marked separately.
In short: find the words buyers type, pick those with lots of money and little competition, place them correctly in the card and track the result.
