On a scale of 1-10, how important is keyword research for Amazon products? 100!
Amazon is a search engine and search engines function on keywords. No keywords, no ranking. Forgetting an important keyword is like forgetting your wallet in the restaurant: in short, you are losing money. Because if you are not adding essential keywords in your listing, then your product won’t be found via search. The catch here is that you are not going to find the list of best keywords at one place. The key here is to conduct old-fashioned multi source keyword research. Here are some of the techniques we use to create incredibly powerful and successful Amazon listings.
#1: Read Amazon’s Brain
Just like Google, Amazon too suggests search terms whenever a customer types in the search bar. These suggested terms are not arbitrarily generated; rather, Amazon displays the most common search terms in the suggestions. Those keywords actually have more volume and weightage than you think. Why? Shoppers are lazy. They don’t bother to type the whole thing, as soon as the suggestions appear they instantly click on that. So while doing keyword research, you must not miss out on these crucial keywords. Include them in your title, bullets and description and look how useful they are. There is just one downfall of this approach. Since the suggested terms are all over the place, you might have a hard time sorting and refining them out.
Tip: You can also use the keywords suggested on Google and Youtube as the keywords from these platforms fares well on Amazon too.
#2: What Does Your Frequently Bought Together Section Say?
The “frequently bought together section” displays the items that customers usually buy together. The line of thought here is that if the customers are buying a coffee machine, they might also want to buy coffee pods. By using the keywords related to the product displayed in the “frequently bought together section”, you can bring your product in front of the customers who aren’t necessarily looking for your product. This way your product will be on the top of the mind of the customers, in case in future they decide to buy a product similar to yours.
#3: It’s Time To Meet Your Good Ol’ Friend Long Tail Keywords
The simplest way to identify long-tail keywords is: find the keywords with three or more words. The next question, why are they so important? When you want to buy a shampoo, will you write shampoo in the search bar or you would write Shampoo + Brand Name or Shampoo + For Your Hair Type or Shampoo + Your Hair Concern. See, now you know why long-tail keywords are unmissable. Most of the Amazon listing optimization experts choose to ignore them, not knowing that almost ¾ of the online searches consist of long-tail keywords. Moreover, long-tail keywords bring better conversions, because customers didn’t come across your product while casually browsing, he/she actually wanted a product EXACTLY like yours. Next time you do keyword research, never ever ignore your long-tail keywords, instead add them in your copy.
#4: Don’t Run After Volume, Run After Competitiveness (And Relevance)
Sometimes more, the merrier is not always true, especially when it comes to your keyword volume. As we discussed long-tail keywords, there is no point in using a highly competitive and short term as your main keyword. If you are selling Vitamin C Serum, it won’t be right to use a serum as the main keyword. You won’t rank for that and the conversions will dramatically decrease. Look for keywords that are high/medium volume with low competition. Yes, I agree it’s not that easy, but you will surely find some good keywords with patience, perseverance and common sense. Speaking of competition…
#5: Don’t Reinvent The Wheel – Analyze Your Competitor’s Listing
Another keyword source that should never underestimate is your competitor’s product. Find your top 5 competitors or find the top 5 listings ranking on page 1. Thoroughly analyze their listing and most importantly, their title. What keywords are they using in their bullets and description? Look at the formation of their title and try to make your title similarly. You gotta have the words mentioned in their title in your title. Another way to get an edge is by conducting a Reverse ASIN search.
#6: Use An Amazon Specific Keyword Tool
Just guesswork won’t work here. You need to make reliable data-driven decisions. And that’s where keyword research tools help you. Just enter the seed keyword and get a massive list of related keywords along with their search volume, seasonal trends and much more. This data insight will help you make the right decision. When it comes to keyword research tools, nothing can beat the excellence of Merchant Words and Helium10. There are many other free tools available but trust me; they aren’t worth your time and efforts. At eStore Factory, we conduct keyword research from these two tools and our clients, or we are never disappointed. These two tools are paid, but you always buy our Keyword Research to reap the benefits of these two tools and our expertise.
#7: Leverage Sponsored Ads:
PPC Ads are a great place to data-mine keywords. Your automatic ad campaigns are a relatively simple and fail-proof way to find new search terms and determine the relevancy of the keywords. After running automatic campaigns for one week or more, download the Search Term report and identify the keywords used by the shoppers. You can see the number of impressions the keyword got vs the number of clicks and sales. Prioritize the keywords based on the conversion rates because, in the end, that is what matters the most.
#8: Set The Priority:
Your product title is the primary spot for placing the seed keywords and other top keywords. Then comes the bullet points and description. Unlike the common notion, keywords added in bullet points and description won’t be indexed for organic ranking; they are used for Sponsored Ad campaigns. Lastly, populate the fields in your backend, which is explained in detail in the next point.
#9: Product Backend – The Most Ignored (And Important) Part
You cannot include all the keywords in your listing, but you still want to rank for them. Here’s when the lesser-known backend keywords can help you. You can add up to 249 characters in your backend search terms. Your shoppers cannot see those keywords, but Amazon can. If you want to know if your backend keywords are indexed or not, copy the entire string and paste in the search bar. If any related products appear then the keywords are indexed. Adding backend keywords isn’t just enough. You should also fill the Subject Matter, Other Attributes, Target Audience and Intended Use fields. They will further help Amazon to bring your listing in front of the right audience. Most of the sellers ignore these fields, which is so wrong. When you buy Product Listing Optimization service from eStore Factory, you don’t just get optimized title, bullets and description but also information needed to populate all the fields in the backend.
#10: Fine Tune Your Keyword Research Frequently
Any big holiday or sale coming up? Use related keywords in your copy and add a few in your advertising campaigns. Yes, I understand that your copy and backend fields are already jam-packed with keywords, but try to make some room to wedge a few holiday or gift keywords, especially if your product is a highly sought after item in the holidays. Try searching for “Christmas Gift” or “Prime Day Deals” in keyword tools and you will be amazed at the search volume.
Q1: What Are Platinum Keywords?
These keywords are added by the merchants having a platinum account. Platinum status is offered to the sellers having extraordinary sales threshold. Using platinum keywords allow sellers to customize the product’s structure in such a way that the shoppers will view while visiting the storefront. There is no point in filling the platinum keyword field unless and until you are a platinum merchant.
Q2: Which Keyword Tools Are Best For Keyword Research?
At eStore Factory, we use Merchant Words and Helium10 and we think these two tools are enough for all your keyword needs. The data is presented along with the monthly search volume, trends, and much more. However, there are other reliable tools as well like Jungle Scout’s Keyword Scout, Sonar, Keyword Inspector and KeywordIO.
Q3: Should I Use Misspellings, brand names or ASINs?
It is not advisable. Amazon automatically corrects the misspelling keywords, so there is no point in adding them in your copy or search terms. If you add them in your copy, it will make you as a brand look unprofessional. If Amazon spots you using other brand names in your listing or backend, then it may block your listing. The choice is yours. For ASIN, there is absolutely no point in using ASINs; no customer is going to search for your product using ASINs and Amazon too takes into consideration the relevant keywords and not ASIN. My advice would be that don’t waste your valuable space in these things; it’s not worth it.
Q4: How To Know Which Keyword I Am Ranking For?
Simple. Type “ASIN + Keyword” in the search bar. If your product shows up in the search results, you are ranking for that keyword otherwise not.
Forget The Hassle, Get Amazon Keyword Research Done From The Pros
Don’t feel bogged down. If all this sounds like too much to you and if investing in expensive keyword research tools does not look profitable, then you can take advantage of eStore Factory’s Keyword Research Services. Our team of Amazon Consultants and listing optimization experts provide a comprehensive list of keywords along with the suggested search terms and top priority and second priority keywords to add in the listing. Great keyword research is just a click away!