You may offer the most wanted product in the market but without the right keywords in your product listing you won’t go far when it comes to selling it on Amazon. As some of you may already know, the Amazon marketplace is a sort of search engine. The main difference between Amazon and the rest of the search engines is that Amazon’s main goal is to sell as much as possible. For this reason, its Search Algorithm is focused on matching the most relevant products with the keywords that a shopper has typed in the search bar. In order to have your offerings listed among the top search results, it is then crucial to include in your product Amazon listings the most relevant keywords. Now the question is: how to pick the right keywords for your products?
1. Remember that Amazon’s search engine is different from the rest.
Although you may already be doing some good work on the SEO for search engines like Google and Bing, it is important to distinguish them from Amazon. As a matter of fact, although the functioning behind its search engine is the same, the final goal is different. People that search on Amazon are looking to purchase products while people that search on Google or Bing are looking for information. As a consequence, the type of keywords that may outperform on typical search engines will be different from the keywords you should keep in mind when selling your products on Amazon. Put yourself in the skin of a shopper looking to buy one of your products, and think what type of generic keywords they could be typing to find you. Once you have a list of generic keywords you will be able to expand on it and elaborate more complex ones to broaden the reach.
2. Use the Amazon search bar to look for keywords suggestions.
When a shopper types a search query in the Amazon search bar, a list of suggestions will pop up right below. These are related, frequent search terms typed by buyers. Although these won’t represent your final list of keywords, they are a good source of inspiration and insights on how consumers are searching for your products.
3. Focus exclusively on relevant keywords.
Some may want to give it a try and include in their keywords lists some irrelevant terms with high search volume. One could think that this could help boost product visibility and reach but that is actually not the case. The Amazon search algorithm in fact will penalize and sometimes even de-index the keywords for which your products are irrelevant. Moreover, by listing your products for unrelated keywords, your CTR and conversion rates will go down which will negatively impact your Amazon rankings and sales.
4. Keep an eye on competitors’ products.
Although one wants to differentiate its products from the competition, it can sometimes be helpful to check how other brands are positioning their products and which keywords they are using in their Amazon listings. This can help you not only identify keywords for which you may be missing sales and potential leads to the advantage of other Amazon sellers, but also spot similar keywords that not many sellers are including yet. One easy way to do this is by entering one of your product’s ASIN in the Amazon search bar and look at the keywords in the titles and descriptions of the related products listed in the results.
5. Don’t forget complementary products.
Keeping in mind Amazon’s primary goal of selling as many products as possible, the company tries to facilitate buyers’ purchasing decisions by offering any type of useful products’ insights. The Frequently Bought Together section is one of them and has the objective of exposing buyers to products that are often bought together with the item they initially searched. Looking at what products are bundled with yours is a good practice to unveil keywords not directly related to your offerings but with a higher probability of converting. In fact, by targeting keywords on those complementary products, your listings will be visible to shoppers that are not directly looking for you but whose purchase behavior indicates that they may end up adding them to the shopping cart.
6. Make the most of backend keywords.
Remember: it is more important to provide your customers with easy-to-read, informative titles and descriptions then to try to include all of the relevant keywords you found when researching keywords for your product Amazon listings. It is not for nothing that Amazon provides sellers with what it has called “backend keywords”. These are hidden search terms (shoppers cannot see them) that can be added to the product detail pages in order to increase visibility and boost product Amazon rankings. The only thing to keep in mind with backend keywords is that there is a limit of 250 bytes so it is important to weigh each keyword and determine which one could generate the most sales.
Given the huge impact that relevant keywords have on sales, our team at Gradient has built a set of dashboards fully dedicated to search terms. Among others, these dashboards can make you easily identify the keywords for which top competitors are listed and visualize all of the search queries for which a specific product has ranked. Contact us today to fine-tune your keyword strategies!