A key to successful selling on Amazon is having a good strategy for keyword research. Amazon is the most significant product search engine in the world. Most product searches start on eCommerce sites such as Amazon nowadays. Five times more users search for products on Amazon than they do on Google.
A product that gets sold frequently when a user enters a particular keyword seems to be a good match for the search query. Therefore, the product that doesn't lead to purchases gets ranked down to display another best-selling item. In other words, the on-going battle for keywords plays a significant role. Amazon Keyword Research is the strategic optimization to receive superior rankings for relevant keywords to lead potential buyers to the listing page and convince them to purchase the product.
Let's narrow it down to an easy step by step manner, so it's easy to follow through.
KNOW YOUR MAIN KEYWORD
First thing first is knowing what your "Main" keyword as this, is the heart and soul of your whole amazon keyword research. This keyword is the MOST IMPORTANT KEYWORD of all your keywords. The main keyword is ALWAYS on the product title. For some products, this is obvious and literal. However, you might be surprised to find another keyword that gets more search traffic than the one you're thinking of using.
Use the Amazon search bar and input the primary keyword you're thinking to use. Then take note of the result it will give you. Observe if there is another main keyword you can use that will generate more search traffic than the previous one, you're thinking of using.
As mentioned above, the main keyword is usually in your product title, and there is a good reason for this. Think of it on the buyer's perspective for a moment. When you search for a product, and amazon graciously gave you a thousand items at once, will you click on each result one by one and inspect all of it thoroughly?
If you do, then congratulation because you have a lot of time in your hands. Most people, often you are going to read the first part of the title and decide if it is the one most relevant to your need or not.
To take advantage of this valuable info, put your most important keywords at the beginning of your product title. Make your consumers live easy by also incorporating your product key features, size, color, what includes, and quantity. These are what your buyer scan for, and these always guarantee good traffic in your product.
DO COMPETITORS RESEARCH
As mentioned above, you'll choose your primary keyword based on the result that Amazon will give you. Searching for the main keyword is already on its own looking at your competitor.
Doing a competitor's research is highly essential as your competitor already has what you want, and that is ranking. You'll already have the gauge if the keywords you'll be using will generate a high-volume search result or not. And in a stiff world of amazon, wherein there are so many sellers already vying to be noticed by the consumer, you'll also want to place up in the rank.
Fortunately, you can start your competitive research with amazon as what you did above. There, you can already see whose ranking. Open their listing and determine how you can do better. Figure out what your competitors are missing and how can you fill up those gaps.
You can step up your competitors' research by using productivity tools to help you generate your competitors' keywords. Doing this is what you call, reverse ASIN lookup.
Reverse ASIN lookup is a smart way of taking your competitor's product ASINs. Using these to look at the actual Amazon pay per click keywords that they are using to generate sales. Often, you do this with a useful productivity application.
The use of a productivity tool will be discussed down below. For now, what is essential is to do your research on your top three to four competitors. Tools will give you a more concise and accurate keyword search.
Knowing what your competitors' keywords will significantly help you in understanding the keywords that generate the most search traffic. These tools will also greatly help you to create sales.
KEYWORD VS LONG TAIL KEYWORD
Differentiating between a keyword and long-tail keyword is vital so you can take advantage of these two in your product.
A keyword is what you usually use and know — often a single word or a phrase that closely related to your product. As mentioned above, when you use a useful productivity tool to do your reverse ASIN lookup, also known as competitors' research, this will generate keywords.
After generating your competitors' keywords, make sure to stream it down to the most relevant to your product. There is no point using a keyword that is too far off with your product. Amazon will reprimand you, and it will hurt your brand as well.
Take note of the keywords that have the most significant search volume and use these keywords on your copywriting — further discussion on this topic below.
On the other hand, a long tail keyword consists of three words or more phrases that are very specific to what your consumer is searching for. These longer keywords are most likely what your consumers will use when they're closer to the point of purchase.
If you doubt its importance, then keep in mind that most users search online this way. It is also way cheaper than the main keywords.
Overall, use both of these keywords all over your product listing to gain rank and generate sales.
CHOOSE THE RIGHT PRODUCTIVITY TOOL
There are numerous ways to effectively generate good keywords and long-tail keywords without using any productivity tool. You can repeatedly use the Amazon search bar, and Amazon keyword planner then combed through meticulously the suggested queries. You can also do this on Google keyword planner or its search bar. Use Google and Amazon extensively and work it to your advantage.
All of this will help with your keyword research, and the best thing is it is free. However, this all takes time and effort. Doing this is okay to do at first when you only have few products and just starting up. But once your product listings grow, this is impractical and will take a considerable chunk of your time that you could have used on other matters. Thus, investing and researching a useful productivity tool will help you a great deal.
Productivity tools not only help you in generating useful keywords, but it can do reverse ASIN and make useful analytics as well. Some product tool is an all in one kind of software wherein all the things you can think of that needs to do is already there though this comes with a hefty price tag.
Some tools offer free of charge that can significantly help you with your keyword research.
The takeaway in all this is, the more time and effort you spend on keyword research for one product listing, the lesser you must pay. On the other hand, the lesser time and effort you exert, it's probably not that cheap as it will do almost everything for you. Do your research on what productivity tools that will significantly help you. Then decide if you are willing to spend money or spend your time.
WRITE CREATIVE, UNIQUE COPY
Once you're done doing keyword research (the formulaic part), it's time to apply these keywords and get a little creative.
While it is a must and highly recommended that you put your main keywords in the product title, put your other keywords at the product details. As discussed above, optimizing the product title will give you search traffic or clicks. Optimizing the product details, on the other hand, will push the consumer closer to buying your product.
Outline all the best features of your product here and fit in as much keyword as you want while being careful that it's still making sense to the consumer. Be creative and put the product in the consumer's life and describe how the product will work for them.
In a competitive world of Amazon eCommerce, it is crucial to successfully strategize your keyword research to optimize your product listing effectively. Boost your visibility to generate more clicks and conversion. Be convincing enough, and it will yield a higher search ranking, and a more top-ranking boosts more visibility and so on.
Take note that not all the keyword you'll use at the beginning will yield good results. Take note of the product that did well and check what keyword you used that keyword on that product. Doing this is useful information that you can incorporate to succeed in selling your other products.
Do this also on the products that are not doing so well. Remember that keywords are not static as your consumers always change their minds. Be dynamic and tweak your keywords to succeed on Amazon.
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