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Amazon is a search engine, and search engines work on keywords. Without keywords, there is no ranking, because if you don’t add keywords to your listing, your product won’t be searched.
The problem is, we can’t find the best list of keywords in just one place. Here are some tips we use to create strong and successful Amazon listings:
1. Refer to Amazon’s suggestions Just like Google, Amazon also gives suggestions whenever a user types a search term into the search bar, and these suggested terms are not generated arbitrarily. Instead, Amazon displays the most common search terms in its suggestions, and these keywords are actually more important than you think. Because shoppers are "lazy", they don't need to type in the entire content, as long as the search suggestion appears, they will click immediately. So when doing keyword research, you must not miss these keywords and add them to your title, bullet points, and description. There is only one disadvantage of this method: since there are so many suggested keywords, it may be difficult for you to classify and refine them. Tip: You can also use keywords suggested by Google and Youtube, as keywords from these platforms are also suitable for Amazon. 2. Refer to the "Frequently Bought Together" section The “Frequently bought together section” shows items that customers usually buy together. The idea here is that if a customer buys a coffee machine, they might also want to buy coffee pods. By using keywords related to your product to appear in the “Frequently bought together section,” you can get your product in front of customers who aren’t necessarily looking for your product. That way, your product will be top of mind for customers in case they decide to buy a similar product in the future. 3. Leverage long-tail keywords Long-tail keywords are keywords that contain three or more words. Why are they so important? Think about it, when you want to buy a shampoo, would you type "shampoo" or "shampoo + brand name" or "shampoo + your hair quality" in the search bar? Now you know why long-tail keywords are so important. Most Amazon listing optimization sellers choose to ignore them, not knowing that almost all online searches are made up of long-tail keywords. In addition, long-tail keywords lead to better conversion rates because customers will not see your products when browsing casually. When doing keyword research, never ignore long-tail keywords, but add them to your copy. 4. Pursue competitiveness and relevance Don’t blindly pursue success, but rather competitiveness and relevance. “More is better” isn’t always true, especially when it comes to keyword volume. As we discussed with long-tail keywords, there’s no need to use a highly competitive and short-term keyword as your primary keyword. If you’re selling “Vitamin C Serum,” having “serum” as your primary keyword is a bad idea, and your rankings will drop, and your conversion rate will plummet. 5. Analyze your competitors’ listings Another source of keywords that you should never underestimate is competitor products. Find your top 5 competitors or the top 5 products on the first page of the search results page and analyze their listings thoroughly, most importantly their titles. What keywords do they use in the bullet points and descriptions? Observe the composition of their titles and try to make your titles similar to them. Your title must have the words mentioned in their titles. Another way to gain an advantage is to do a reverse ASIN search. 6. Use Amazon Keyword Tools Guessing won’t work here, you need to make solid data-driven decisions, and that’s where keyword research tools come in. Simply enter your seed keyword and you’ll get a massive list of related keywords, along with their search volume, seasonal trends, and more. This data insight will help you make the right decision. PPC advertising is a great place to data mine keywords. Automatic campaigns are a relatively simple and reliable way to find new search terms and determine the relevance of keywords. After running automatic campaigns for a week or more, download the search term report and identify the keywords shoppers are using. You can see the relationship between the number of impressions a keyword receives and the number of clicks and sales. Ultimately, the most important thing is to prioritize keywords based on conversion rate. The product title is the main place to place the seed keyword and other main keywords, followed by bullet points and description. Unlike the general concept, the keywords added in bullet points and description are not indexed in organic ranking, they are used for sponsored ads. Finally, fill the fields in the backend, which will be explained in detail in the next point. You can’t include all the keywords in your listing, but you can still rank for those keywords. This is where backend keywords can help you. You can add up to 249 characters in the backend search terms. Buyers can’t see these keywords, but Amazon can. If you want to know if the backend keyword is indexed, copy the entire string and paste it into the search bar. If any relevant products appear, then the keyword is indexed. It is not enough to just add the backend keyword, you should also fill in the Subject Matter, Other Attributes, Target Audience, and Intended Use fields. They will further help Amazon bring your listing to the right audience. Most sellers ignore these fields, which is a big mistake. 10. Adjust your keyword research frequently Is there a big holiday or sale coming up? Use relevant keywords in your copy and add some keywords to your ads. Although your listing and backend fields are already stuffed with keywords, try to make some space to add some holiday or gift keywords, especially if your product is in higher demand during the holidays. Try searching for "Christmas Gift" or "Prime Day Deals" in the keyword tool and you'll be surprised at the search volume. - Question 1: What is a Platinum keyword?
These keywords are added by sellers who have a Platinum account. Sellers who have reached the Platinum sales threshold are eligible. By using Platinum Keywords, sellers can customize the structure of their products so that shoppers will see them when they visit their storefront. Unless you are a Platinum seller, there is no point in filling in the Platinum Keywords field.- Question 2: Should I use misspellings, brand names, or ASINs as keywords?
It is not advisable. Amazon will automatically correct misspelled keywords, so there is no need to add them in your copy or search terms. If you add them to your copy, it will make your brand look unprofessional. If Amazon finds that you are using another brand name in the listing or in the backend, the listing may be suspended. As for ASIN, it is meaningless to use ASIN as a keyword, no one will use ASIN to search for your product, and Amazon will also consider related keywords instead of ASIN. The advice is not to waste your precious space on these things.- Question 3: How do I know which keyword I’m ranking for?
Type “ASIN + keyword” in the search bar. If your product appears in the search results, it means you are ranking for that keyword. |
