The most important piece of the puzzle when selling online is getting your product in front of the right audience. You must ensure that your product is visible when customers search for it, and Amazon keyword research is critical to accomplishing this.
Aside from competing for the Amazon Buy Box, sellers must ensure that their products are ranking for the right searches. As a result, Amazon keyword research is one of the most important things a seller can do.
The more relevant keywords you can find that strike a balance between traffic and competition, the better your visibility will be.
Doing proper Amazon keyword research is one of the simplest ways to boost sales without competing on price or sourcing new products.
Before you begin your Amazon keyword research, you should understand why you’re doing it. This is for pleasing Amazon’s A9 algorithm, which determines the order of search results on the marketplace.
Jeff Bezos claims that he wants Amazon to be the most customer-focused company in the world.
To provide a great experience for marketplace users, he must ensure that the right products appear when a search is performed. This is where the algorithm comes into play.
Many factors are considered by the Amazon A9 algorithm, including:
- The number of customers who add your product to their shopping cart after searching for a specific keyword.
- The number of positive ratings and reviews received by your product.
- The number of units sold per page visit for your product.
- The relevance of your product is determined by its title, image, keywords, and description.
Sellers should begin by creating four or five seed keywords. These are phrases, usually made up of one or two words, that accurately describe your product.
As an example, if your product was an apple corer, the term “apple corer” would be your first seed keyword. Then you’d have “apple slicer,” “apple cutter,” and “fruit slicer.”
Begin by thinking about your product when researching your seed Amazon keywords. What would you say in two or three words if you had to describe it to someone?
What would you look for if you were a customer looking for your product? Take notes on these ideas.
After you’ve determined your seed keywords, it’s time to expand your list by researching related terms. There are a few techniques you can use to accomplish this.
Amazon’s suggested searches can help you find keywords. Entering your initial seed keywords into Amazon’s search box is one way to generate more keywords.
As you can see in the example below, by searching apple corer, I’ve added nine new terms that buyers may use to find my product. Repeat this process for all of your initial keywords, noting down any terms that Amazon suggests.
While you could theoretically insert these terms directly into your Amazon listing, it’s important to gather more information on them first.
We know these terms are being searched for, but we don’t know how much traffic they receive or how many listings are currently ranking for that term. Sellers must use an Amazon keyword research tool to obtain this type of information.
Amazon keyword suggestion tools are essential whether you only have your initial seed keywords or a list of terms generated from Amazon search results.
To begin, they will automatically generate a long list of terms related to your seed keywords. However, this is not always very useful unless accompanied by a robust set of data.
Ideally, you should look for a tool that estimates search traffic and indicates how difficult it would be to rank on page one for that term.
You can begin prioritizing your terms by running them through a keyword suggestion tool. You must ensure that you are noting keywords with:
- There is a lot of traffic, but there is also a lot of competition.
- High traffic but low or moderate competition
- There is moderate traffic but little competition.
- These are the terms you should be using and considering adding to your Amazon listing.
It’s also worth noting that misspellings with a lot of traffic should not be overlooked. These can be added to your backend keywords, which buyers will not see.
When you’ve narrowed your list down using the three categories mentioned above, it’s time to list them on Amazon. There are three key areas to focus on:
The product title is the first part of your listing optimization. On Amazon, these are limited to 200 characters, with some categories having even fewer. As a result, it’s critical to include only the most relevant search terms.
Amazon recommends that merchants include the brand, size, color, and material or key features. Stick to this formula and resist the urge to stuff keywords in if you don’t want to overdo it. Any keywords not used in the title can always be used elsewhere in the listings.
Adding keywords to your Amazon product description and bullet points is an art form. On the one hand, because both parts are indexed, any keywords you add will help your search ranking.
On the other hand, you don’t want to cram your keywords into your content and dilute your brand message or confuse your customers.
It is critical to strike a balance between having a listing that ranks well in search and one that converts.
So, if your listings aren’t getting a lot of traffic but have a high conversion rate, it might be worth looking at other aspects of your listing first. If necessary, make minor changes to your product description and bullets.
Sellers may overlook their backend keywords, but just because they are out of sight does not mean they are out of mind.
Customers do not see backend keywords, but they are still indexed by Amazon and have a direct impact on your search ranking.
Merchants have five lines and 250 characters in the backend of Seller Central to add keywords that do not appear anywhere else in their listing.
It makes no difference what order the keywords are entered in, and misspellings are acceptable.
Customers will not notice them, and there is some debate about whether Amazon accounts for misspellings, so it’s probably best to err on the side of caution.
Amazon keyword research is a continuous process. To maintain a consistently high search ranking, it must be done regularly.
Continue to run your seed keywords and competitors’ ASINs through keyword tools. This allows you to identify any new, high-traffic terms that people are using to find products similar to yours.
You should also keep an eye on your listings to see how they are performing in search. After you’ve made your initial changes, wait a month and compare your results before optimizing your listings.
There is no need to make any additional changes if your search ranking has improved. Don’t be afraid to experiment. Return to the process to see if you missed any important keywords and make changes to your listing. Then wait a month to see if it made a difference. If not, repeat the process until you see a difference.
However, keep in mind that it could be due to other factors that the algorithm is thought to consider. Don’t forget to consider things like your metrics in addition to Amazon keyword research.
Arishekar N is the Senior Director of Marketing and Growth at SellerApp, an e-commerce data analytics solution. He is responsible for overseeing the development and implementation of marketing strategies, as well as increasing process efficiency by executing cutting-edge Search Engine Optimization strategies at SellerApp.
Arishekar has over 10 years of experience in marketing analytics and SEO. He has worked as a Digital Specialist for the tech giant IBM and most recently as the Senior Marketing Specialist for ZioTive Technologies where he enhanced their site structure by increasing website and mobile usability. Previously, he worked as a Senior SEO Analyst for Star Group where he was responsible for managing SEO Audits and analytics.