As an online seller, does the concept of Amazon keyword research make your head spin? Unfortunately, you're not the only one. Most Amazon sellers are tempted to skip the keyword research process. There's a perception that keyword research is a complex aspect that requires technical assistance.
Fortunately, Amazon keyword research isn't complex. You're halfway into your success journey if you know how content ranking works. However, in both cases, keywords play a vital role. That is why you need to pay attention to keyword research as you lay the foundation for a successful Amazon business.
To achieve this, here are some concepts you ought to understand:
- What is Keyword Research?
- How Does Keyword Research Boost My Rankings and Sales on Amazon?
- Factors to Consider While Performing Keyword Research
- How to Find Profitable Keywords for Amazon
- Top Five Sources to Get Started with Amazon Keyword Research
- Win at Amazon SEO with the Right Keyword Strategy
These concepts will offer insight into the steps you should consider when selecting profitable keywords each time you list products on Amazon.
1. What is Keyword Research?
As highlighted above, Amazon operates as a simple search engine. It ranks products based on relevant keywords. Therefore, keyword research entails looking for terms applicable to your product on the Amazon platform.
Buyers are different and will search for products using unique keywords. Therefore, use all the relevant searches to capture a vast scope and increase your chances of selling. For example, for baby wipes, related searches - wet wipes, a moist towelette, and wet towel should not miss.
2. How Does Keyword Research Boost My Rankings and Sales on Amazon?
In essence, your goal is to attract a considerable number of customers to your Amazon shop. Therefore, you've to anticipate all the possible keywords that customers will be typing on the search box.
With Amazon keyword research, you'll potentially have all the possible keywords that customers will be using. As a result, your online shop will rank higher organically, exposing you to more customers.
Remember, a significant number of people visiting Amazon are set to buy something. Therefore, the higher the traffic, the higher the sales. As such, you need to learn how to do keyword research for Amazon to rank higher and increase sales.
3. Factors to Consider While Performing Keyword Research
As you learn how to do Amazon keyword research, there are some essential factors to consider. These factors include search volume, keyword difficulty, and consumer trends.
3.1 Keyword Search Volume
In the Amazon business, uniqueness doesn't matter. Therefore, you should not waste time looking for keywords that your competitors or customers have not used. Instead, you should be doing the opposite. A higher search volume creates an impression that customers are interested in such products. Therefore, concentrate on the keywords that appear multiple times but are relevant to your product.
3.2 Keyword Difficulty
As you invest in keyword search volume, attention to keyword difficulty is critical. Analyzing the competitive nature of search terms is beneficial. You don't need to invest in just the right keywords. Instead, pay attention to particular keywords that have higher conversion rates.
Some of the keyword difficulty metrics to consider include; listing analysis, sales data, customer reviews, price, and promotion. Consider keywords with metrics that favor your products, such as;
- Fewer ads related to keyword
- Positive customer reviews
- Higher sales data
- Less keyword optimization among competitors
3.3 Keyword Search Trends
As you continue to sell on Amazon, you'll notice a fluctuation in searches for specific keywords. Such changes are associated with search trends among product buyers. Therefore, you should watch the search trends buyers adapt to remain relevant.
For example, you'll notice a sudden increase in 'Christmas' related searches during the festive season. You need to have 'Christmas' in your keywords to rank and remain relevant in the same period. Avoid lagging on keyword search trends as this leads to poor product ranking.
4. How to Find Profitable Keywords for Amazon
You don't want to use any keywords that cut across your mind to list on Amazon. The ultimate goal is to rank highest and sell optimum products. Therefore, you should consistently pay attention to the profitable keywords related to your products.
Firstly, you should concentrate on primary keywords. These are the terms you want to rank for. They are terms with the highest search volume and have the potential to bring massive traffic to your product.
Secondly, you should consider secondary keywords. These are search terms related to the primary keyword. They play the vital role of optimizing your site while making it relevant for ranking purposes. In essence, these terms are not generally used to increase returns but support the primary keywords.
5. Top Five Sources to Get Started with Amazon Keyword Research
For your Amazon listing to progress, you need to get the right keywords. However, there's no way you'll brainstorm all the possible keywords for product listings. Chances are you'll miss on some practical search terms. Here are five guaranteed sources to get started with Amazon keyword research.
5.1 Personal Shopping Behavior
Besides being a seller, you've probably been buying various products on Amazon. Therefore, your personal experience can offer some insight on how to go about it when looking for keywords. In most cases, you don't want to repeat the challenges you face when looking for certain products.
However, the goal is to be in your customer's 'shoe.' This will give you an insight into probable keywords that one may use when searching for your product. Therefore, exhaust all the search options that customers are likely to use.
Online communities are also resourceful in keyword searches. If you're targeting people in a specific country, you need to know their slang for such products. For example, in Canada, you'll use 'pop' for soft drinks rather than 'soda' for Americans.
5.2 Amazon Autocomplete
Just like Google, Amazon provides keyword suggestions. As such, you don't need to struggle in your keyword research journey. Simple keyword entry into the search box offers multiple suggestions.
The Amazon search engine is designed to provide suggestions for most searches. Therefore, the recommendations you'll be getting are legitimate keywords that you can use for your products.
However, you need to remain patient to get the best and low competition Amazon suggestions. Simple product searches, especially following alphabetical order, can present strong keywords that match your product.
Nevertheless, your input is needed in polishing such suggestions. First, analyze each suggestion and get the best terms with less competition. Second, polish each suggestion and get the best version likely to capture many shoppers.
5.3 Competitors' Listings
In keyword research, the goal is to get ranking terms that will outperform your competitor. Therefore, you should not generate keywords that duplicate those of your competitors. You'll only be increasing competition on your products.
However, this doesn't mean you completely ignore what your competitors do. Instead, please pay attention to what they're doing and how they're benefiting. In this case, your goal is to analyze the solid keywords and leverage similar terms on your site.
Specifically, pay attention to the leading sellers in your category. There's a justifiable reason why they rank higher than anyone else. Some simple adjectives such as beautiful, reliable, durable, authentic, shiny, etc., could be the reason they're winning.
5.4 Suggested by Amazon
In an Amazon listing, you need to be creative to maximize your sales. However, you risk making losses by sticking to the original line of thought when listing keywords.
In this case, you need to consider some backend keywords. These are search terms that you cannot target on the page. For example, if you're selling toothpaste, including backend keywords that target toothbrushes could increase your sales (especially when customers buy both products simultaneously).
However, this is only possible if you've some empty spaces left. Your ultimate goal is to cover the terms that describe your product and the associated synonyms, slang, etc.
5.5 Amazon Keyword Research Tools
As you have already learned, Amazon SEO isn't complex if you have the right strategies in place. When figuring out the most profitable keywords to target, you've to strike a balance between search volume and keyword difficulty.
Keyword research tools can help you understand these nuances so that you can win in the competitive Amazon space. These tools are built to analyze the digital shelf in real-time and uncover insights to help you discover and prioritize profitable keyword niches.
6. Win at Amazon SEO with the Right Keyword Strategy
The ultimate goal of profitable keyword research is to develop a comprehensive list of the relevant keywords relating to your product. In essence, you should place all the possible keywords in the product listing text. This will be essential in attracting more customers to your product, clicking on it, and making the final buying decision.
When you leave some potential keywords out, you're risking losing some customers. Therefore, your keyword research process and listing should be exhaustive to attract more customers and enhance your product's ranking.
As you build your Amazon keyword research strategy, pay attention to the quality of keywords you're getting. Relying on a polished tool gives you an edge in your business and following proven tips can help you hit the target!
About the author
Areeba Khan is the Marketing Manager at Trellis. A demand generation platform for leading eCommerce brands. Trellis offers an all-inclusive advertising automation solution to help brands find the 'right' customers across the world's largest online marketplaces.
"Our ultimate goal at Trellis is to equip eCommerce businesses with the right platform, tools, and mentors to unleash their full-profit potential."