Super detailed tutorial! Amazon sellers have already been on the front page by mining and optimizing keywords in this way

Step 1: Find keywords

First, sellers need to create a "list of potential keywords". On this basis, sellers use software tools to check whether they are worth using, and then finally include only the most relevant keywords. The following will involve a variety of methods for keyword search, which are basically worth trying for sellers. You may be able to achieve 80% of the expected results with one or two, but the remaining 20% ​​is what makes you different from others.

1. Reverse ASIN Search

Reverse ASIN tools allow sellers to see what keywords competitors are using to rank in search results. This eliminates a lot of guesswork and shows you search terms you may never have thought of. There are many reverse ASIN tools on the market, such as Helium 10's Cerebro (paid) or SONAR (free)

• Find at least 3 competitors in Helium 10 Cerebro or SONAR, copy and paste their ASINs (as shown above) into a reverse ASIN search;

• Export the results from the tool as a CSV file, then copy and paste all the results into a spreadsheet titled “Reverse ASIN” for keywords;

• Remove duplicates.

2. Monitor the keywords of competitor products

Some tools allow sellers to see what other listings put in their search terms field (also known as backend keywords). This is a 250-character field that is not visible in the listing. Many sellers use this field to place their best keywords. Zonguru’s Keyword Tracker (paid) allows you to enter a competitor’s ASIN and see the backend keywords and Subject Matter they are using.

3. Mining data from search term reports

You can get some good keyword data through Amazon Advertising’s Search Term Reports. This method only works if you have Amazon Advertising. The data provided by this report is real and includes click-through rate and conversion rate metrics.

You can export this report from the Advertising Report under the Advertising tab in Seller Central, click “Search Term”, select the longest date range to get the most data, and then click Create Report.

Open the spreadsheet generated by the report in Excel and filter the results by spend so that the keywords you spend the most on appear at the top. You can also filter by keywords with more than 10 clicks so that there is enough data, and then look for keywords with low ACoS, high CTR, or high conversion rate.

A low ACoS means you’re getting a high-profit sale. If the ACoS is lower than the profit margin for that product,

A high click-through rate means that searchers using this keyword find your product very relevant. A high conversion rate (shown as "Buy Button Page View Rate" in the report) means that users who search for this keyword have a high purchase rate.

Make sure you’re looking in the Search Term column, as this is the actual search term your product is showing up for. The Keyword column shows the keyword you’re bidding on, which in a broad match or automatic campaign may be different from the actual search term you’re showing up for.

4. Manually concatenate keywords

In addition, you need to think about every keyword variation you can write that involves your product. I recommend this free tool https://www.found.co.uk/ppc-keywordtool/

In up to 4 columns, write down all the possible combinations of the beginning, middle, and end of phrases you can think of that are relevant to your product. The tool will magically create all of these possible combinations of words to help you find some unpopular variations of your main search terms.

5. Synonyms

There is a high chance that buyers will use synonyms for your words, so I recommend using a free resource like Thesaurus to quickly find synonyms for your products. Then apply your findings or search results to the Amazon keyword tool you use to identify long-tail phrases related to a single keyword.

6. Amazon Auto Suggestions

When a user enters a search term in the Amazon search bar, it will display popular searches to help the user complete the search. Everyone knows that this is filled by popular searches. Some sellers have used certain means to let Amazon search automatically recommend their "main keywords + brand name". This method is very likely to be punished by Amazon, so I won't share it with you here.

7. Google Keyword Planner

Google has a free keyword tool called Keyword Planner. Google SEO actually drives a lot of traffic to Amazon pages, so optimizing for Google traffic can eventually lead to Amazon SEO optimization in the form of free external search traffic, but don't expect it to happen in 3-6 months. It is recommended for sellers to use it, but don't think the data it provides is highly relevant. Because people on Google don't necessarily have the intention to buy, if a product is ranked high in the search, it is also possible that the searcher just wants to watch a video or look up its definition. For people searching on Amazon, you can reasonably assume that they want to buy something. So know how the keyword data of Google and Amazon differ.

Step 2: Use tools to expand and verify keyword effectiveness

After searching in various ways, your keyword list should already contain a large number of keywords. Now you can use tools to expand and verify which keywords can really be used on Amazon. Here is Helium 10's Magnet tool as an example.

1. Find 10 unique keywords from the data

So far, if you have found 10 effective keywords in step 1, the next step is to use the tool to see which words or word variations have the most search volume, and then create a combined result of all these searches. Let’s say you sell water bottles, the following 10 keyword phrases may appear:

• stainless steel water bottle/stainless steel water bottle

• steel bottle

• insulated water bottle

• water bottle for gym

• steel tumbler/steel cup

• water thermos

• metal bottle/metal bottle

• non plastic water bottle/non plastic water bottle

• water container

• steel water cup

Run all 10 searches in the Magnet tool and export each one to a CSV file so you can combine them all into one spreadsheet.

There will likely be a ton of duplicates, so make sure you remove the duplicates. There will also be a lot of irrelevant results, so you’ll have to manually remove the ones that aren’t relevant to your product. Don’t be too stingy on this. If a keyword isn’t relevant to your product, remove it. We’ll use another method below to reacquire any individual keywords you missed, so don’t worry about that.

2. How do I determine which Amazon keywords to target?

Sellers only need to choose a few keywords and use them to optimize the listing mainly, and then "sneak" other important words in. You don't have enough space to fill all the keywords, and the relevance of keywords is more important than the number.

Next, you need to dig into your keyword data again to identify the top 5 search terms with the best combination of relevance and search volume. These 5 must be:

• Keywords are relevant to the product and have high search volume (usually more than 2,000 searches per month);

• Be able to describe your product as a standalone phrase. That is, if you present the phrase alone, people will know what you are referring to without any additional words.

It is important to be careful not to choose phrases that are too numerous and too broad, as these will be more difficult to rank for and may have lower conversion rates than fewer, more precise keywords.

When buyers conduct a broad search, they are often shown a variety of completely different products, which may not be clear to them what they want. Then, when they search for the second and third time, they will use more precise long-tail keywords, which is what you want to target.

Top 5 keyword phrase identification process:

• Open a keyword spreadsheet and sort by search volume;

• Below the list, highlight the keywords in the highest search volume range, but not so broad that they can refer to other products. These phrases are almost always more than 2 words.

• Have at least 10 that fit this criteria. Use your logical reasoning to determine which ones belong in your top 5. Think objectively about what someone searching for this phrase might be looking for. Look at it from as many different angles as possible. It’s all about balancing relevance and search volume;

• You can also browse the Amazon search results page for these 10 phrases to make sure the results are what you expect. If there are many different types of products appearing, consider abandoning the keyword. If the competition on the first page is more intense than you can afford, consider abandoning it.

Also, check if you have enough capacity to run an effective product launch and get first page ranking for this keyword. If the first page competitor sells 100 units per day, you will have to follow this sales pace and rank first page in 7-10 days. Can you afford such a super aggressive product launch? Be gradual when ranking for keywords, don't be too aggressive.

3. Put your keywords into the best fields to rank for them

The next step is to write your listing. Some text fields have slightly more rankings than others, so you should include your top 5 keywords in these fields. But over-optimizing the keywords in your listing can backfire. A title filled only with keywords will significantly reduce click-through rates and ultimately destroy rankings.

As you probably know, Description and Bullet Points are harder to index for keywords than other fields, and their indexed percentages are lower than Title or Search Terms.

The rule of thumb here is to repeat your top 5 keywords in at least 3 different text fields. This minimizes the chances of getting de-indexed.

Recommended priority for Amazon keyword fields

• Title

• Subject (backend keyword field)

• Search term (backend keyword field)

• Bullet Points

• describe

4. How to optimize keywords for each field

First optimize for readability and clickability, then optimize the title using 3 main keywords. You can refer to the following structure to get the right balance between information and keyword optimization:

[Main search phrase in exact match] – [Important descriptive information] – [Second main phrase] – [Main benefit] – [Third main phrase]

For the Subject Matter, try to fill all 5 fields with your 10 exact match search phrases. Bullet Points and Description are optimized for persuasive sales copy and communicating key benefits, but after writing, go through and add the desired search phrases. You can also simply replace words to make them exact matches to your target phrases.

You should now have almost every possible Amazon keyword listed for your product, but there may be one that you’re missing. All you have to do is find and include it somewhere in your listing to greatly increase the number of phrases that you’re likely to index and rank for.

5. Identify missing keywords

Open the Amazon listing tool Helium 10 Scribbles (free) and import your listing title, bullet points, and description.

If your listing is already on Amazon, you can import it automatically by clicking “import listing”, otherwise just copy and paste each field manually.

Then, copy and paste all of the keywords from your spreadsheet into the box on the left and press apply. This will display keywords that aren’t already in your listing.

But! Instead of adding all of these keywords to your listing, most of them won’t be relevant enough. The next step is to use the Frankenstein Keyword Processor to get rid of most of the bad keywords. Click “copy unused”, then open the Frankenstein tool and paste in the keywords.

This tool is great for quickly processing keywords with certain settings, but we recommend the following:

• Add only spaces (no commas required)

• Remove duplicates

• Convert to lower case

• Remove special characters

• Delete all words starting with (list below)

"amazon, walmart, target, sale, new, best, uk, australia, canada, wholesale, cheap, definition, how, llc, ltd, nz, keyword, phrase, questions, prepositions, alphabetical, warehouse, deals, orders, specials, very, offer, basics, deal, else, webbing, springs, fashioned, harsh, places, unpredictable, drilling, saucer, gaem, showing, place, rational, common, what, when, where, whom, over, extra, keywords, using, that, only, then, under, hello, mean, supplier, discount, manufacturers, priced, price, parkinson, arthritis, cancer, cialis, endotropin, cognitine, cogniflex, disease, depression, refund, guarantee, review, sears, zika, with, dengue, purchase, rheumatoid, marijuana, disney, everon, xtreme, abc, otc, xt, rx, adrol, afx, ah, apexxx, apl, avrx, bsaid, cfrx, pct, fastinxr, omg, orrx, pcarx, pcx, ampd, anrx, aromx, utt, aromxl, arthq, blipo, bmpea, bperfect, btrim, cigrx, clomedpct, xtren, dbol, ddrol, dstianozol, trean, xxtreme, epitren, epiplex, eshred, exn, xr, xd, finaplixh, gtfrx, wang, hcg, hdrol, hmg, hs, preamp, hydroxa, hyperleanfx, iburelief, igf, imrx, vxl, jackd, isxperia, jinqiangbudor, jm, jointsoft, efx, liji, magnarx, rp, drol, mdit, maxout, mdrol, metabolite, mmc, mma, mxls, nai, chang, ming, naturect, ngrx, novadexxt, nxrx, ocucomp, optifast, ostarx, oxycharge, oxyeca, pboost, pheravolv, phuk, pnrx, powerx, pplex, xtend, dhea, prxt, pwr, rapha, ecastack, reddies, revalorh, revaloris, revalorxsm, ds, revivexxx, rezzrx, blitz, rv, saizen, samuraix, xiao, sante, scifit, sdrol, toi, sexoloco, sexrx, shwasa, shanjeevani, slyn, hc, starsx, stimerexes, strongsx, sudibilxr, calpro, tigerx, srppressnt, xmp, sus, tev, tropin, tnt, tren, trenadrolx, tt, tupmax, udep, zx, ultraav, vimax, vprx, vns, vswiss, woode, sexx, whatzup, wyked, xcel, xhero, xforman, xm, xplozion, xrock, xsvelten, xtra, xtremexcite, xten, xtrn, ever, xzone, zanx, zilex, zimaxx, zr, zxt, preb, rseen, blackx, ninjax, zlimxter, diseases, osteo, diabet”

6. Delete bad keywords in batches

You may notice that many of these are disease-related terms that could get your listing suspended or banned due to the FDA’s strict regulations, and some of them are generic terms like deal or warehouse.

You can copy and paste directly into the Frankenstein tool. On the right, you will see the filtered results. Then you have to manually pick out more bad keywords.

First sort the results by length, it will show you all the super short single letter or other irrelevant random word phrases, you can easily delete them in bulk. Then do the same with the long strings, and finally manually go through and delete irrelevant words. Keep only the most relevant keywords to keep the highest relevance for the algorithm.

Keep going until you’re left with only keywords that are super relevant to your listing. You can enter up to 250 characters in the Search Terms field, so pick out your best 250 characters and put them in that field, and put the rest in your description or bullet points.

Summarize

Amazon keyword optimization is not just a one-time thing, you should also continuously optimize according to the ever-changing platform data. Your main goal is to rank keywords to attract traffic, but if you don't follow up, all your efforts will be in vain. In addition, your keywords may also be down-indexed, so you should track this keyword frequently so that you can "rescue" it in time.