With the vast selection on Amazon, the world’s biggest marketplace, the days of filtering the search by categories are long gone. Seriously, you have to admit that filtering the search by categories is one tedious task that most of us hate. Nowadays, a majority of Amazon customers shop using the search box; it is easier and productive in searching for the desired products. They type the keyword that describes a particular product they are interested in and scroll through the options that appear in the first couple of pages of the search results list.
Do you know where are we going with this? As an Amazon seller, it is essential to understand that consumers have different types of search habits on Amazon as compared to Google. The way you do a Google search is totally different from the way you do on Amazon. On Amazon, you are more leaned towards ‘product-centric’ search queries. This means that if you are depending on Google AdWords search volume data for your keyword research, it is doubtful that you will be confining a precise keyword selection that will enhance search rankings for your product.
Some buyers are more specific in their searches; they have a clear idea of what they want. Others keep it extensive; they are looking for niches before limiting down their searches.
Look; for brands to generate sales, their products require to emerge in the search results for keywords significant to their products.
Amazon Keyword Research will directly affect your sales because a customer will only click on your product if it appears in the search results. This is why taking time to do an all-inclusive Amazon Keyword Research for your product will prove to be extremely helpful. We know, you have tried everything but the result you got is something unpleasant.
Do not worry, in this post, we are going to help you understand Amazon SEO and have compiled a list or you can say methods we think are most important when it comes to Amazon Keyword Research.
Understanding Amazon SEO and the A9 Algorithm
Let’s get started. In order for your niche category to show up in the Amazon’s search results list, you need to understand how Amazon SEO works. The marketplace is focused on increasing purchasing likelihood, and as a result, its A9 algorithm sorts search results based on two factors. Yes, its own search engine called A9 powers Amazon!
The two factors include:
- Performance– you might know that products with a strong sales history rank higher in Amazon’s search results. Historical Performance doesn’t essentially have anything to do with keywords at all but what the key metrics that you have to work on and improve are the overall sales, Conversion Rate (CR), and Click Through Rate (CTR).
- Product Relevance– product relevance describes how well your product matches the search queries of the Amazon buyer. It is totally based on keyword research and it can make a huge impact.
Based on the historical performance, you may think that it will be tremendously hard to outrank already existing products that already clocked in thousands
In this post, we will be focusing on the ‘product relevance’ factor because keyword research plays a significant role in ensuring your product is ranking for the relevant keywords for improving its search ranking on Amazon’s Search Engine Results Pages (or Amazon’s SERP).
Types of Keywords
A product listing rich in keywords has a greater chance of appearing in the Amazon’s search results list for multiple queries, sales opportunities, and increasing traffic.
First and foremost, you need to determine what these keywords are. There will be some major keywords that depict the item, such as “cat food” and terms that are more precise like “cat food grain-free” and “dry cat food.” Moreover, there will also be niche/category terms included like “grain-free cat food weight loss.”
You will want to have a mix of these terms. You have to understand that the main keywords will have a lot of competition but will generate the most traffic. In addition, the more specific keywords (product-centric) will generate less traffic, however, typically will have higher click-through rates, as the traffic is more product-centric and focused. Lastly, the niche terms will only drive a small amount of traffic but will have a little to no competition, making it easier to rank high and get top exposure.
As a seller, your goal must be to rank your product higher in the search results, ensuring it appears on the first page for as many keywords as possible for the utmost exposure. Typically, the bigger brands in the industry focus their attention primitively on more specific keywords, where the competition is less aggressive.
Amazon Keyword Research
When doing Amazon Keyword Research, sellers use a variety of third-party tools such as Product SPY Pro’s Amazon Keyword Research tool, to help them devise a list of target keywords.
It is essential for you to already have a short list of keywords you want to rank for before doing any additional research. You can use this list of keywords to start recognizing long tail, and keywords that are more precise.
For instance, if one of your primary keywords is “paper towels,” the Amazon Keyword Research tool will identify specific terms related to its root term, such as “paper towel white” and ”multifold paper towel.”
To be honest with you, we know that each of these guides seems to give different instructions. Not that any of them is wrong, but there is not a universal approach to Amazon Keyword Research. Amazon Keyword Research varies depending on your budget, product, competitive landscape, goals, etc.
You might feel you’re banging your head against a wall trying to relate to a random guide. But don’t worry, we will take a different route and give you a step by step Amazon Keyword Research guide that can be easily adjusted to suit your unique situation.
Best Methods to do Amazon Keyword Research
Below given are the best methods that you can follow to increase your chances of success on Amazon.
#1 Finding the Seed Keywords
Before you go into any further detail about Amazon Keyword Research, you need to understand what makes a ‘golden keyword.’ You can describe golden keywords as the valuable keywords that convert well to make you money. In other words, these are the keywords that bring traffic to the site, have a high level of commerciality, and have low competition.
The foundation for any Amazon Keyword Research is the ‘seed’ keyword. It is via seed keywords that you determine your competitors and defines the search volume. Finding seed keyword is straightforward. If you already have a product to sell on Amazon, simply express it in your own words or think how buyers are likely going to search for it.
Moreover, if you are uncertain about what product to sell on Amazon, there are various tools like Product SPY Pro’s Product Research tool that can help you find the feasible and in-demand products. Alternatively, you can simply browse through Amazon and find a product that you would like to promote and sell.
Here is a tip, start with a broad keyword, say sports, and ‘niche down’ until you find something that interests you. Nevertheless, keep one thing in mind; focus on specific and longer keywords that have the word ‘sports’ in them.
#2 Generating Keyword Ideas
Once you have identified your seed keyword, your next move is to come up with a long list of keyword ideas considering the fact that what buyers in your niche are likely to be searching for. For starters, you can simply start seeing the keywords on Amazon that your competitors are ranking for. The chances are, they have already done the keyword research for you. And all you have to do is select the best ones. Moreover, you can use Google Search Console for determining the position of each keyword that you rank.
In a case where you are the leader in your niche category, competitor research will not be enough. This is where you will require a keyword research tool.
#3 Analyzing the Keyword Metrics
During your Amazon Keyword Research, you will be sifting through hundreds and thousands of keyword ideas. There are numerous keyword metrics that you need to consider while you decide which keywords be worthy of to be shortlisted. They include:
- Keyword difficulty to determine the complexity in ranking a keyword so that you can find the simplest keywords that you can rank for
- Traffic potential is another metric that you need to consider as it will enable you to gauge how much traffic the top ranking results get in total
- Clicks that will help you understand the popularity and traffic of a single keyword
- Search volume that determines how many users from across the globe or a specific country searched for a particular keyword on search engines
#4 Grouping the Keywords
Now that you have a promising list of well-established keywords, it is time to get them to form a structure. Grouping keywords is easy; you can group them on the basis of business value, search intent, or parent topic. You are advised to focus on the keywords that have commercial/business value since they are the ones that are likely to drive sales. As you determine these keywords, remember to stick to what makes the most sense to you.
#5 Prioritizing the Keywords
The next step in your Amazon Keyword Research is prioritizing. Prioritizing is something that occurs naturally, as you shift through other steps. There is a multitude of things you should have noted during the steps that we have covered so far including:
- An estimate of the traffic potential of your keyword group
- ROI of that traffic
- The competition level and your chances of ranking
Now that you know how to effectively perform Amazon Keyword Research using simple search, let us move to more advanced procedures.
Read More About Amazon Keyword Research:
- 10 Growth Hacks to Effectively Do Amazon Keyword Research and Use Amazon PPC to Crush the Competition
- How To Find New Amazon FBA Product Ideas With Amazon Keyword Analyzer
- 6 Well Known But Important Strategies To Scale Your Amazon FBA Busines
#6 Target your SEO to your Audience
It will be intelligent of you to not to think of Search Engine Optimization as having a one-size-fits-all feel. Search engines insist on different things. What works for Google may not inevitably be in the same order as for Amazon. Hence, when you are working on the SEO, remember to target your niche audience. The major difference between Amazon and Google regarding SEO is that you will have to be far more detailed when it comes to Amazon.
#7 Stick to Amazon’s SEO Structure
The marketplace has a very specific way it wants its sellers to input information for its own search engine (remember the A9 algorithm that we discussed earlier in the article?). It is easier than devising your SEO for Google as Amazon has already done its own research. They want certain phrases and words that will result in conversions, as their main aim is to sell products. You would do very well if you follow it to the letter, so give them what they want.
#8 Tailor your Keywords in Accordance to the Competitiveness
In this case, we are not talking about the sellers you are competing with or at least – not directly. Keywords are competing against each other and as a seller, your objective is to cut loose from the pack a little bit. The best thing to do would be hitting upon keywords that are low in competition and high in search volume. It takes persistence and patience in uncovering them.
#9 Optimizing the Listings
Once you have a clear list of keywords to target, you would want to include them into the product content indexed by Amazon’s search engine. The product content includes product description, product title, back-end keywords, and bullet points. However, ensure that you are not keyword stuffing.
#10 Ignore your Competitors
In the case of search engine optimization, it is advised to put on a pair of blinders and forge ahead. You should know that no two Amazon FBA sellers are exactly alike and gauzing yourself to another isn’t the best and the positive way to go.
Product SPY Pro’s Amazon Keyword Research tool is a great place to start with. It is great at producing volume, which sounds impressive. Using a tool like Product SPY Pro will become even more indispensable if you have more than one product line.
Product Spy Pro offers amazon FBA product research tools to get amazon product selling ideas and all in one amazon sales tracking tools and what to sell on amazon to make money.Also,Track Sentiment Analysis of your Products and competitors and respond to customer feedback and Massively Increase Existing Product Earnings.
Thanks for your amazing article! Personally, for #1 and #2 points I use K-meta SE Suggestion tool to scrape autocomplete requests and save time. Hope this will be useful for you too.