This guest post comes to us courtesy of Arishekar N from Seller App.
Does your Amazon product listings have the top searched keywords? Are you using relevant keywords that your prospective customers are searching for?
In this guide, we’ll explain how Amazon Keyword Research can help you succeed as a seller.
Amazon SEO algorithm is all about optimizing your content to provide the best customer experience. Most of you might be knowing that keyword research is an integral part of Amazon SEO. Optimizing your listings with the right set of keywords is the key to maximizing your growth potential.
Before you start doing keyword research, you need to place yourself in your customer’s perspective and ask questions like what are the uses of the product? What are the benefits it offers? Or what are the problems the product solves? How do customers describe my product?
This is the crucial and starting point for your keyword research. Once you get answers to these questions, it will help you find relevant keywords for your product.
- How to optimize your listings the right way?
- How to optimize for maximum conversions and CTR?
- Keyword research for long-term success
- Keyword Indexing
- Importance of long-term keywords
Amazon is a search engine just like Google. A lot of us often forget about this. Online shoppers often rely on Amazon for product searches. More than 60% of the consumers start their product search on Amazon and if they have a specific product in mind, more than 70% rely on this online platform to search for their product (Source). Therefore, it’s important to optimize your product listings for Amazon SEO.
1. How to optimize your listings with the right keywords?
First of all, you need to know different types of keywords available in a product listing – Primary Keyword and Secondary Keyword. Primary keywords are the search terms for which you want to rank your product ultimately. For eg: teapot, water bottle, etc.
Secondary keywords are distributed across different categories and they can be used based on your product features, use, or size, etc. For e.g: Dinner plates for everyday use, cast iron teapot set of 5,
As part of your keyword research, you need to come up with primary and secondary keywords, and use a combination of both in your listings.
Where exactly do you need to use these keywords?
We can group the keywords into two categories based on their usage. The first group of keywords goes into your listings which are visible to the customers. Another set of keywords are a part of your backend keywords.
If you want to learn more about optimizing your product listings for relevant keywords, check this video here.
2. How to optimize your listings for maximum conversions and CTR?
Product images, title, and URL Slug play important roles in optimizing your product listing. Effective product photography with high-quality images is important for your product. Images with considerably good quality tend to rank higher on Amazon. Images should have at least 1001px or larger size and on the wider side, images should have at least 2560px or more. On the other hand, keyword research plays a crucial role in optimizing your title and URL slug.
Significance of Product Title and URL Slug
The title needs no introduction, but what is a URL slug?
In general, a slug is a part of the URL of a web page. It’s a part of the URL which explains the content on a particular webpage.
Similarly, Amazon generates a URL slug or canonical URL, which gives relevant information about the product. This URL plays a major role in the indexing and ranking of your product. Most of the time, the first five keywords in your product title constitute the URL slug. Therefore, optimize the title with the most relevant keywords.
According to Amazon’s guidelines, the Brand name should be at the beginning of your product title. Add the relevant keywords in the order of their relevance to the title after your brand name.
So you can go with the Title Format as – Brand name + Product identifier + Specifications or Features or Properties of the product (+ Who can use/ how can you use).
If your product is an appliance or home & kitchen item, then the Brand name is followed by model number, the model name of the product and so on.
3. Keyword Research for long-term success
Often, keyword research and keyword relevance are underestimated. You need to cluster your keywords for long-term success. Keyword clustering is not only profitable for organic sales but also aids PPC strategy in the long run.
So, what is keyword clustering?
Keyword clustering is a brainstorming procedure of listing your keywords logically to align them with your product, usage/features, and target audience. You can form keyword clusters by answering the questions we discussed at the beginning of the topic. Once you get the answers to the questions based on the product, we get additional keywords that will reflect the answers.
How to form keyword clusters?
In general, these keyword clusters are influenced by the type of product or experiences related to the product and target audience. Copying keywords from different keyword research tools will not serve the purpose. The keyword set should have the potential to align with your sales goals, and position you for long-term success. Therefore, it is important to have a clear understanding of your target audience, current trends on and off Amazon, and competitive landscape. For instance, if your goal is to enhance brand awareness, then you should cluster the keywords that boost your product and brand awareness among your consumers. This is highly beneficial for your Amazon advertising and organic rankings.
4. Keyword Indexing
Keyword indexing refers to whether or not the Amazon SEO algorithm associates your product ASINs with the targeted keywords or not. In simple terms, if a customer uses certain search terms to find a product on Amazon, the search results should display your product ASIN. It means your product is indexed for the keywords that your customer used.
You need to ensure that you increase the number of keywords for indexing. This, in turn, helps the prospective customers to find your products in the search results. Keyword indexing is not a one-time work, you need to constantly optimize your listings to rank for more potential keywords.
5. Importance of long-term keywords
Sellers often confuse keywords with search terms. Search terms are the exact phrases used by your shoppers to find a product on Amazon. Long-tail keywords are a set of keyword phrases that your customers use when they are close to finding a product of their choice. Long-term keywords are voice-friendly. Customers tend to search with long-term phrases while opting for a voice search. So, long term keywords have higher conversion rates when compared to other keywords.
You should have long-tail keywords as part of your keyword strategy as these search terms:
- Have high buying intent
- Have less competition because they are very specific to your product
- Have low CPC in advertising
As mentioned, keyword research is often overlooked. The process of keyword research depends on your strategies, resources, long-term and short-term goals. On a basic level, you can consider the relevance of the product to choose the set of keywords. But have a robust keyword strategy in place and make use of the best keyword research tools that complement your business objectives.
Arishekar N has over five years of web development experience and is the senior digital marketing strategies at SellerApp, Specialist in SEO, SEM, and best conversion rate optimization strategies that deliver industry-leading ROI. Arishekar has helped companies through more effective search engine marketing and SEO strategies. He is most passionate about working with e-commerce companies.