August 21st, 2021 | Updated on September 23rd, 2021
Amazon is a search engine on its own. Did you know that most online shoppers begin their search for products on Amazon itself? Shoppers enter search terms or keywords into the search bar to find what they are looking for.
This has led keywords to be at the focal point of improving the visibility and discoverability of products and brands on Amazon. Inserting relevant keywords into the listings helps with discovering products, especially if you’re a novice seller.
Keywords are nothing but terms or phrases used by buyers to search for products. Your product listings on Amazon have to be well-optimized with the most relevant keywords.
This will help Amazon find your products and display them to customers. The better you optimize your amazon product listings, the higher your ranking on the search results page.
In this article, we will cover the most strategic ways of conducting Amazon keyword research.
Amazon Keyword Research Strategy: 6 Most Important Steps
Optimizing For Amazon’s Search Engine
Before diving into any other aspect of keyword research, you need to understand the importance of the Amazon A9 algorithm, Amazon’s very own search engine algorithm.
The reason people even conduct research is that it’s supposed to help you better understand the algorithm. The A9 algorithm is ultimately responsible for displaying items that are the best matches for customers’ search queries or keywords.
The A9 algorithm considers the number of shoppers that buy your product after searching using a particular keyword. This makes the algorithm understand that your products are a good match for those keywords.
Thus, the higher the conversion rate, the better your ranking and relevance. However, it is impossible to decode how the A9 algorithm works, so keep in mind the above-mentioned factor for starters.
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Firstly, think about your target audience and the keywords that they would use to find your products. Understand what your target audience would think about to search for your product. Depending on that, you can determine whether to use seed, long-tail, or broad keywords.
Secondly, consider what products complement yours. You must be familiar with the “Frequently bought together” option on Amazon. Your listing descriptions should target or include products that complement yours so that your products can achieve higher visibility.
This can be done with the use of hidden keywords and by analyzing the listings of your competitors. You can easily uncover competitor keywords and use them to improve your listings.
Seed Keywords And Negative Keywords
It is important to decide on a list of keywords you want to rank or be displayed for. These are your seed keywords. They should be highly relevant if you want to ensure a good number of conversions.
Use a perfect mix of keywords that have high search volume and low competition. If your seed keywords are popular but not relevant to your product, Amazon will view it as a violation of their policies, so be mindful not to do so.
You must also make use of negative keywords. These keywords are ones for which you do not want your products to appear. Your research should include finding negative keywords for your campaigns so that your listings stay relevant.
It will also decrease your chances of losing out on potential customers and increase sales and engagement rates. It is also important to stick to the same strategy and list of seed keywords even if you’re using external advertising for your Amazon products. This will help with maintaining consistency and directing more traffic to your Amazon listings.
Amazon’s Search Bar
Amazon’s search bar has an auto-complete feature. Pick a keyword from your list of seed keywords and enter it into a search. You will see that Amazon automatically starts suggesting terms for products, and this is based on popularity. It gives you great insights into the way customers search, and you can structure your keywords accordingly.
Try different variations of your keywords. An important step to take here is to analyze the listings that are displayed after all the Sponsored ads.
This is keeping in mind that your strategy should primarily revolve around finding and using keywords that boost the organic traffic and organic ranking of your products.
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Backend Keywords And Reverse ASIN
Backend keywords are those that are not visible to customers but still work towards optimizing your product listings. Amazon Seller Central allows you to list your backend search terms.
For this, you need to first figure out the right set of backend keywords because Amazon has a 250 character limit in place for this field.
To understand this better, let’s say you sell wireless earphones. Your backend search terms can be something relevant but not specific. You can enter keywords related to normal wired earphones as your backend ones.
This will make your product appear for wired and wireless earphones thereby widening your reach while not being completely irrelevant. Therefore, your research should focus on finding the appropriate backend keywords.
Reverse ASIN is the process of deciphering high-performing keywords that competitors are using. Seller App’s Reverse ASIN feature which is a part of the Keyword Tracker tool can help your research.
It will aid you in finding out your competitors’ keywords that you would never have thought of using. You can then figure out how to use these keywords to rank higher than your competitors in search results.
Make Use Of Expert Keyword Research Tools
To simplify your process a whole lot more, you can use Amazon Keyword Research tools. They are meant to help you decide on keywords that will most definitely drive sales and optimize your listings even better.
Different Amazon keyword tools might specialize in different aspects so you need to figure out what you’re looking to get out of using these tools. Do you need the tool to help you prioritize what keywords to use?
Or do you need it to differentiate between high-quality keywords and long-tail alternatives? Are you looking to improve visibility or your product search ranks?
Whatever your need may be, Seller App’s Amazon Keyword Research tool has got you covered. The tool is designed to help you make data-driven decisions for your business strategy.
It will help you find the most suitable keywords, their alternatives, and long-tail keywords as well. It will also show you other important factors like cost-per-click, conversion rates, and search volumes.
Use it to include the most relevant keywords that are exact or broad matches. These are sure to boost your organic ranking and attract customers who are guaranteed to make a purchase.
Importance Of Keyword Research In Amazon SEO
Keyword Research is something that every Amazon seller has to engage in, to be successful. Selling on Amazon doesn’t mean you just procure a product, list it and expect it to make sales. You have to advertise and make sure your product listings are well written and keywords have a huge influence on these factors.
Keep in mind, once you have completed your keyword research, you need to constantly monitor the performance of the keywords chosen by you to see if they’re fairing well. This is a continuous process.
If you see that they’re underperforming or not increasing your conversion rates, you will have to focus your efforts again towards finding new ones or finding out why they’re not giving you the desired results.
The above-mentioned strategies are meant to guide you through the process with ease. We hope this helps you in your future research as well.
Arishekar N, the Head of Marketing at SellerApp, specializes in digital marketing, in addition to website keyword optimization for search engines. His areas of expertise include enhancing the organic ranking of web pages on search engines with innovative SEO strategies and online promotions.