𝘼𝙢𝙖𝙯𝙤𝙣 𝘼9 𝙖𝙡𝙜𝙤𝙧𝙞𝙩𝙝𝙢:
Before you start doing your Amazon keyword research, it’s necessary to understand why you are doing it. That reason is to please Amazon’s A9 algorithm which decides the order of search results on the marketplace.
𝘼) 𝙁𝙞𝙣𝙙 𝙮𝙤𝙪𝙧 𝙢𝙖𝙞𝙣 𝙠𝙚𝙮𝙬𝙤𝙧𝙙𝙨:
These are terms, usually made up of one or two words, that really describe what you are selling. Just for example, if your product is a Laptop Stand, that term should be your first main keyword. You would then also have “Laptop Stand,” “Laptop stands”.
To research your main Amazon keywords, start by having a good think about your product. If you had to describe it to someone in just two or three words, what would you say? If you were a customer browsing for your product, what would you search for? Note these thoughts down.
As a sense check, it is always worth looking at the five best-selling products for your primary main keyword. Continuing with the example above, you would take the top five ranking products for “apple corer” and carry out a reverse ASIN lookup. This will show the keywords that it’s currently ranking for on Amazon. There are a number of tools that you can use to do this including:
- Helium 10
- Keyword Inspector
You can then compare the results to your listing of seeing main keywords, making sure that they are both relevant and receive a good level of traffic. You may also find others that you hadn’t thought of which can then be added to your list of main keywords.
𝘽) 𝙂𝙚𝙣𝙚𝙧𝙖𝙩𝙚 𝙖 𝙡𝙞𝙨𝙩 𝙤𝙛 𝘼𝙢𝙖𝙯𝙤𝙣 𝙠𝙚𝙮𝙬𝙤𝙧𝙙𝙨:
Once you’ve found your main keywords, it’s time to build out a wider list by finding relevant terms. There are a few techniques that you can use to do this.
𝟭. 𝗥𝗲𝘀𝗲𝗮𝗿𝗰𝗵 𝗸𝗲𝘆𝘄𝗼𝗿𝗱𝘀 𝘄𝗶𝘁𝗵 𝗔𝗺𝗮𝘇𝗼𝗻’𝘀 𝘀𝘂𝗴𝗴𝗲𝘀𝘁𝗲𝗱 𝘀𝗲𝗮𝗿𝗰𝗵𝗲𝘀:
One way to generate more keywords is to type your initial seed keywords into Amazon’s search box. As you can see in the example below, by searching apple corer, I’ve now got a further nine terms that buyers could be using to find my product. Repeat this for all of your initial keywords and note down each of the terms that Amazon suggests.
𝟮. 𝗨𝘀𝗲 𝗔𝗺𝗮𝘇𝗼𝗻 𝗸𝗲𝘆𝘄𝗼𝗿𝗱 𝗿𝗲𝘀𝗲𝗮𝗿𝗰𝗵 𝘁𝗼𝗼𝗹𝘀:
Whether you’ve just got your initial seed keywords or a list of terms that you’ve generated from Amazon search results, keyword suggestion tools play a crucial role. Firstly, they will automatically generate a long list of terms that are relevant to your seed keywords. However, this is not always very helpful unless it is accompanied by a strong set of data.
Ideally, you need to be looking for a tool that provides you with an estimate for search traffic and an indication of how hard it would be to rank on page one for that term. By running all of your terms through a keyword suggestion tool, you can start prioritizing them. You need to make sure that you’re noting down keywords with:
- High traffic but high competition
- High traffic but moderate or low competition
- Medium traffic but low competition
These are the terms that you want to be taking forward and thinking about adding to your Amazon listing. It is also important to note that misspellings with a good amount of traffic shouldn’t be dismissed. These can be added to your backend keywords that buyers don’t see. If you’re looking to choose a keyword tool, there are a vast number of free and paid tools on the market. Some of the tools worth checking out are:
- Helium 10
- Scientific Seller
𝘾) 𝙄𝙣𝙨𝙚𝙧𝙩 𝙩𝙝𝙚 𝙠𝙚𝙮𝙬𝙤𝙧𝙙𝙨 𝙞𝙣𝙩𝙤 𝙮𝙤𝙪𝙧 𝘼𝙢𝙖𝙯𝙤𝙣 𝙡𝙞𝙨𝙩𝙞𝙣𝙜𝙨:
When you’ve whittled down your list using the three categories mentioned above, it’s time to put them in your Amazon listings. There are three key areas to target:
𝟭. 𝗥𝗲𝘀𝗲𝗮𝗿𝗰𝗵𝗶𝗻𝗴 𝗸𝗲𝘆𝘄𝗼𝗿𝗱𝘀 𝗳𝗼𝗿 𝘆𝗼𝘂𝗿 𝗔𝗺𝗮𝘇𝗼𝗻 𝗽𝗿𝗼𝗱𝘂𝗰𝘁 𝘁𝗶𝘁𝗹𝗲𝘀:
The first part of your listing to optimize is the product title. On Amazon, these have an upper limit of 200 characters, with some categories having even less. Because of this, it’s important to include only the most relevant search terms.
The information that Amazon suggests merchants include is the brand, size, color, and material or key feature. Try to keep to this formula and don’t be tempted to stuff keywords in—you don’t want to overdo it. Any keywords that you don’t use in the title can always be used in other parts of the listings.
𝟮. 𝗨𝘀𝗲 𝗔𝗺𝗮𝘇𝗼𝗻 𝗸𝗲𝘆𝘄𝗼𝗿𝗱 𝗿𝗲𝘀𝗲𝗮𝗿𝗰𝗵 𝘁𝗼𝗼𝗹𝘀:
Adding keywords to your Amazon product description and bullet points is a fine art. On one hand, both parts are indexed, so any keywords you add will help improve your search ranking. On the flip side, you don’t want to force your keywords in and dilute your brand message or confuse your customers. It’s important to strike the balance between having a listing that ranks well in search but that also converts.
So, if your listings aren’t receiving much traffic, but have a high conversion rate, it may be worth looking at the other areas of your listing first. Make minor adjustments to your product description and bullets if needed.
𝟯. 𝗕𝗮𝗰𝗸𝗲𝗻𝗱 𝗸𝗲𝘆𝘄𝗼𝗿𝗱𝘀:
Sellers sometimes forget about their backend keywords, but just because they are out of sight, doesn’t mean they should be out of mind. Backend keywords are not seen by customers but they are still indexed by Amazon and have a direct impact on your search ranking.
Accessed through the backend of Seller Central, merchants have five lines and 250 characters to add keywords that don’t appear anywhere else in their listing. It doesn’t matter what order the keywords are entered in and don’t be afraid to include misspellings. Customers won’t see them and there is debate over whether Amazon accounts for misspellings or not, so it’s probably best to err on the side of caution.
𝘿) 𝙆𝙚𝙚𝙥 𝙧𝙚𝙨𝙚𝙖𝙧𝙘𝙝𝙞𝙣𝙜 𝙣𝙚𝙬 𝘼𝙢𝙖𝙯𝙤𝙣 𝙠𝙚𝙮𝙬𝙤𝙧𝙙𝙨:
Amazon keyword research is not a one-time process. To achieve a consistently good search ranking, it needs to be repeated on a recurring basis. Keep putting your seed keywords and your competitors’ ASINs through keyword tools. This way you can spot any new, high traffic terms that people are using to find products like yours.
You also need to keep a close eye on your listings and see how they are performing in search. After you’ve made your initial changes, leave it a month and then compare it to your performance before you optimize your listings.
If your search ranking has improved, then there’s no need to make any further changes. Don’t be afraid to change things up. Go back through the process, see if you’ve missed any crucial keywords, and make changes to your listing.
Then, give it a month and see if that’s made any difference. If not, repeat the process again until you see an improvement. Do keep in mind though, that it could be down to other factors which the algorithm is thought to consider. So, don’t forget to look at areas like your metrics in conjunction with carrying out Amazon keyword research.
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