Keyword search is very important in the development of a product and brand on Amazon. You can have a perfect title, a detailed description of your product and high-quality bullets, but if they do not have relevant keywords, the buyer simply can not find your product. With the help of keywords, we help users find the product and also promote it among other similar products.
The main difficulty is that all people think differently and call products and goods in different ways and terms. The bottom line is to find the largest number of these search terms the target audience most often uses when searching for your product.
Imagine, Amazon is one of the largest search engines of e-commerce in the world. Every third Internet user uses Amazon to find the product!
The Amazon public is focused on buying, not studying the goods. Therefore, having entered a keyword, having read the information on the liked goods and responses, the user presses the button and makes a purchase in one click.
That’s why, it is extremely important for the seller to be on the first page of the search engine for the keywords. There are many factors that can help you in this: the number of reviews and the degree of customer satisfaction, sales volume, conversion rate, product and account rating. To improve all these positions, it takes time, but you should immediately look for and compile relevant keywords.
And the most pleasant thing is that today there are quite a few ways to find out what words will lead to your listing the largest number of buyers.
6 facts to consider when including keywords in the listing
- You do not need to include the same keywords in the Title and in the Keyword Field
Your brand and its Title are already search phrases, so do not waste precious space on repetition. It’s better to think about other words that describe your product. You should think like your potential buyer and try to use exactly the words that he or she uses to search. It is therefore very important to know your target audience, their thoughts, habits and lifestyle. But now it’s not about this.
- For each product there are 5 lines for keywords, in which you can enter a maximum of 50 characters;
- The seller’s name, brand and individual words from the product name are already assigned to you in the search and do not need to be repeated;
- All sorts of combinations of words, endings and the plural are also included in the search;
- Keywords do not need to be separated by commas, since punctuation in these fields is not recognized by Amazon. Words must be written simply separated by a space.
- Title and fields for keywords have the same importance
We used to think that the headline is of greater importance for promotion and ranking than the keywords in the text. And the main search term must be placed as close as possible to the header. All this is characteristic of promotion in Google, but not on Amazon – they have their own metrics and analytics.
- Amazon does not search for keyword phrases, it combines keywords independently
Again, you do not need to enter phrases into the words field, Amazon will combine them and give your listing when the user enters one or more words from your list.
- Amazon adds possible endings and interpretations to the word
For Amazon, only the root of the word is important, and different endings are added automatically. For example, the variations can be the following:
As you can see, Amazon itself generates possible variants, which simplifies our work and makes it possible to include other keywords in the field.
- It is forbidden to use the competitor’s brand as keywords
Quite a common situation is when the seller uses the brand names of competitors and words that do not relate to the product in order to increase traffic. In general, this is a fairly effective method of promotion. Amazon refers to this as “Keyword bombing” and when they notice that you are using non-relevant words and names of other brands to bring traffic to your listing, it will remove your product from the category.
- Do not overload the headline with keywords
In everything, you need to know the extent, if you write a lot of keywords in your Title, it will not only be unreadable and will scare off users, but will not be ranked in the search. An example of a bad title on Amazon can be found quite often, here’s one of them:
The main thing that some sellers forget about: we use keywords throughout the text, namely: title, description, bullets, a special field in the settings for keywords, and also we try to mention in the answers to questions and comments.
In this case, you should not spam. Try to highlight the advantages of the product and write a tasty description, after reading which, the buyer will give preference to your product.
Keywords search methods
A few years ago, the search for keywords was limited only through Google. But today we can use a lot of paid and free services that will generate the most relevant keywords for us for Amazon. Google statistics in this case will be inappropriate, as it is not entirely clear what the user wants to do: look, learn information, download a picture or perform any other action.
The fact that the user of Amazon enters his search query in order to make a purchase is a fact. Therefore, we need to collect data on keywords exactly by Amazon.
How to start keywords selection
But in order to understand which way to move, consider carefully what options people can use to designate your product.
- Choose synonyms;
- Remember how friends and acquaintances call this product;
- Go to the right category on Amazon and see what your future competitors write in the listings and Title.
As an example, consider the search term “Hamster bed”.
From just two Titles we see how users can call this accessory: rats (small animals, pets), bed (house, hammock, mat). And also hanging bed (toy house) for rabbit (squirrel), etc.
After you have sketched out an approximate list of keywords, you need to find out which of them are the most relevant and will bring the most users to your listing. Since we only have 250 characters in the field for search terms and up to 200 in the Title, you need to select the most frequently used words that users apply to your product.
The main problem is that unlike Google, Amazon does not provide keyword statistics that could help sellers optimize their listing and drive traffic. Fortunately, there are third-party services that we can use to find the most relevant keywords. Consider some of them on the example of “dog treats”.
Free services for keyword selection
- Autocomplete on Amazon
When you start entering the keyword into the Amazon search bar, the site automatically starts to give prompts. Search results are ranked in descending order, and Amazon issues all popular queries related to your keyword.
Thus, if you enter different names for your product and its synonyms that you have already prepared, you can get a list of words that users use when searching for your product on Amazon.
Excellent free service, does not require registration and generates up to 750 keywords not only for Amazon, but also for other platforms. In addition, the site supports 192 domains and 82 languages, so you can select keywords for any region.
Here’s how it looks:
In the search field, enter your search term, select Amazon and get the possible options. And in the “Negative Keywords” field on the left, you can add negative keywords that we do not need and are not associated with the product.
We can select the necessary options with a checkmark, copy and export to a separate file.
The service also issues requests based on autocomplete on Amazon and is able to generate search words for 4 sites. You can use Amazon as you need, and see the difference in queries and test how users search for the same thing on different sites.
This service is unique in that after the main search terms, it shows additional words after them in alphabetical order. In Seochat the search consists of three stages, which give us more detailed and concrete results.
- Scientific seller
The peculiarity of the service is that it can find the most unusual keywords and combinations of words that would not have occurred to us and our competitors. It is believed that adding such phrases to the listing will help increase sales by 10%.
Search is recommended to run on all night, as the developers have approached this thoroughly. After only 15 minutes for the search term “dog treats”, we were given 337 keywords.
Paid services for keyword search
- Keyword tool dominator
$16 per time with unlimited uses. There is a free version with a limit of 3 search terms per day.
After a simple registration we can enter our request. In addition to keywords, the service issues prompts in the form of a rank from 1 to 10, based, again, on the autocomplete Amazon. Under the number 1 is the most popular phrase.
The cost of use is $ 30 per month
This is one of the largest tools on the market, which allows you to choose the category of search. In addition, it independently shows in which category users look for this search term most often.
Merchantwords uses an algorithm to determine the number of requests for Amazon per month for keywords related to the one you enter. If you want to see more than 5 search terms, you must pay the full version of the program, which looks like this:
- Keyword inspector
The cost is from $ 20 per month. There is a free demo version for which you need to register.
The service helps to track the keywords of competitors in the markets of the US, UK and Germany according to their Asin numbers.
We select the first product on request “dog treats” and copy its Asin.
In the search field at keywordinspector.com, insert this number.
As a result, we get 5 key phrases and the number of requests for Amazon. On the site you can see a 10-minute video with a paid version. It shows the rank and position of the keyword at the time of the search, the monthly number of requests to google and other data.
When you have done this great work, you need to evaluate how effective it is and where your product is located for all keywords in the search.
After writing the listing, wait a couple of days for the program to update and your keywords begin to be indexed in the search. Enter each keyword in turn in the search box and look for your product. The closer the product is to the first page, the greater the likelihood that the buyer will notice it.
If you can not find your product, try to find it by brand:
- If there is a product in search, and you do not find it by keywords, then it either is located on a distant page in the search or the keywords are filled incorrectly;
- If there is no product in the search for a brand, it is worth checking in the Seller Center whether your listing has Suppressed status;
- Also, make sure that the keywords that are specified in the corresponding field for them are mentioned in the text at least once.
We reviewed all aspects related to the keywords and their selection for listing on Amazon. Unfortunately, none of the free and paid services provide us with accurate statistics on the search volume of entering a query. To date, there is only one way out: we export all the data from the application we use and we enter them into KeywordPlanner in Google, where we can take advantage of all the advantages of modern data analytics.
From the above article, you should have understood that Amazon can’t be learning through a Simple Course. It’s a journey, which requires ongoing learning. To learn more the Amazon business for FREE, look at the Amz Trainer website.
Courtesy – AMZ Blog