1. Focus specifically on your Amazon audience
Before you start figuring out keywords for your Amazon products, you should know who you’re trying to reach. Many businesses make the mistake of trying to create an “all-in-one” search engine optimization (SEO) plan that they apply to Google and Amazon. It’s important to note that different search engines have different requirements.
The tactics you use for Google won’t necessarily work for Amazon. In fact, your audience behaves differently on each platform too. Focus solely on your Amazon target audience and how they behave on Amazon.
For instance, when users search on Google, they tend to look for information about a product, service, or general knowledge. Amazon searchers are looking for a specific product they want to buy. These audiences behave differently, so you’ll want to focus solely on your Amazon audience.
In addition, you must think about how your Amazon audience conducts searches. How do they look for products like yours?
Generate a list of generic keywords, like “ball” or “bottle,” and think about how your audience would expand on them when searching. Maybe they search for a “blue exercise ball” or an “insulated water bottle.”
This will help you generate keywords that are tailored to how your audience would search for your products. It’s a good starting point to find relevant keywords.
2. Use Amazon-specific keyword tools
When you’re trying to find keywords for your Amazon product listing, use Amazon-specific keyword tools.
Amazon users search differently than Google users. Keywords that work on Google won’t necessarily work on Amazon. Search intent is much different on Amazon than it is on Google.
To get the best keywords for your campaign, use Amazon-specific keyword tools. These tools will help you generate lists of keywords that will perform well on Amazon.
There are a few options for Amazon keyword research tools. These include Sonar and Keyword Tool. Both keyword tools generate Amazon-specific keywords and allow you to see the search volume for that keyword.
You can also use the Amazon search bar to see other available keywords. By typing in your base keyword, such as “shirt” or “pants,” you will see what other people search with those keywords. Using this strategy, you’ll develop ideas for keywords you can use in your product listing.
Using Amazon-specific keyword tools will help you choose relevant keywords that will work for your Amazon listing. It’s a great way to find better keywords that reach more leads.
3. Only use relevant keywords
When you sell your products on Amazon, the goal is to earn conversions. It’s crucial that you choose the best keywords to get valuable traffic. When you choose your keywords, only use keywords that are relevant to your product listing.
Some companies will try to incorporate irrelevant keywords with high search volume to try and reach more people. They do this in hopes of earning some conversions from the abundance of traffic.
The problem with this is that the product is not relevant to the keyword. If you were conducting a search for polaroid cameras and saw a listing for a water bottle, you would wonder how that’s relevant, right?
That’s what it’s like when companies try to rank for irrelevant (but popular) keywords. Someone who is searching for a polaroid camera is not going to want to see a listing for a water bottle. It has nothing to do with their search intent.
Amazon is aware of this practice, too. Your company can be penalized for using keywords that aren’t relevant to your product. It hurts your ranking, as well, because you won’t earn many conversions if you’re appearing in irrelevant search results.
To generate the best results for your Amazon product listing, only use keywords that relate to your product. It will help you drive more relevant leads and earn conversions.
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4. Don’t use subjective keywords
When you choose keywords for your listing, you may think it’s a good idea to include some key phrases that make your product sound better than the rest. You may say it’s a “best-seller” or “the best of 2018.” On Amazon, you’ll want to avoid using these subjective keywords.
These keywords are subjective because they’re typically based on opinion. Using keywords like “amazing” or “fantastic” doesn’t apply to everyone who buys your product. Some people may purchase your product and think it’s just okay.
Anyone can say that their product is the best. In reality, people won’t be searching on Amazon for “best hair brush.” They’re more likely to search for phrases like “hair brush for curly hair” or “detangle hair brush.”
Overall, you just want to focus on keywords that describe your product and avoid subjective keywords. Your reviews will help you show people that your product is “amazing” and “a best-seller.”
5. Integrate keywords in your listings
Once you have your keywords selected, it’s time to integrate them into your listing. This is one part where Google and Amazon differ.
If you’re in the mindset of integrating keywords for Google, it’s especially important that you keep in mind that you only need to integrate Amazon keywords once into your listing.
This differs greatly from Google. With Google, you integrate keywords into multiple places to ensure that your page ranks for those keywords. With Amazon, integrating your keywords multiple times does not help increase your ranking.
Amazon only needs you to use your keywords once to rank in the search results. Put your most important keyword in the header. Your second and third most important keywords will go in your descriptions.
If you use the same keyword more than once, it has no effect on your Amazon ranking. If anything, you’re wasting space where you could use a different keyword and rank for it.
To optimize your listing the best, stick to using keywords once on the page.
6. Use backend keywords
When you conduct keyword research for your Amazon products, you’ll come up with a list of keywords. You don’t want to stuff all those keywords into your listing, but still want to rank for them. Backend keywords are the solution.
Backend keywords are keywords that your audience does not see. As the name suggests, they appear on the back end of your listing. This is a great place to put additional keywords for your listing.
If you have a long list of keywords, focus on the most important ones on that list. You’re only allowed 250 bytes for your backend keywords. A-Z and 0-9 are one byte, so unless you use any special characters that are worth more bytes, you have about 250 characters for your backend keywords.
Don’t repeat any keywords that appear on your listing. Your backend keywords are an opportunity for you to rank for other important keywords. Choose relevant keywords that will help leads find your product listing.
7. Research competitors
When you trying to rank for a keyword, it’s always good practice to check out who is competing for that keyword. See how they present their product to see if there is a way for you to make your product stand out from theirs.
The most important thing to look at is the price. Amazon uses your pricing to predict your conversion rate. They use this prediction to determine your products ranking.
If your product is priced too high compared to your competitors’, Amazon will rank your product listing lower because it believes you won’t earn as many conversions. You don’t want your product to be $70 and competing with similar products that are $20.
People want to get the best deals when shopping, so they are less likely to purchase your product if they can find the same product for cheaper. It’s important that you choose keywords that drive valuable traffic but also put you in competition with your competitors.
In addition, you’ll want to look at your competitors’ listings. Check out their title, photo, and descriptions. Are there things they’re missing that you can use to make your listing better than theirs?
It can be something as simple as adding multiple photos. This could give you the edge over your competition and help your business earn more conversions.
8. Monitor keyword performance
When you add keywords to your Amazon listing, don’t just add them and never come back to them. You want your Amazon listing to reach as many valuable leads as possible. If certain keywords aren’t driving traffic to your listing, it’s an opportunity to change your keywords to reach valuable leads.
By monitoring your keyword performance, you’ll see if keywords are driving valuable traffic to your listing. If they aren’t, you can swap out your keywords for new ones. It gives you the opportunity to reach more qualified traffic.
This is especially important with your backend keywords. You can easily swap keywords without hurting your listing’s ranking for other keywords. Once your page is established well in the rankings for your keywords in your listing, you’ll only need to alter keywords on the backend.
By monitoring your keywords, you’ll help your listing appear in more relevant search results. You’ll drive better traffic to your listing and earn more conversions for your business.
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Let WebFX help you find more valuable keywords for your Amazon listings
Choosing the right keywords for your Amazon product listing can drive better results. You’ll reach more valuable leads that purchase your products. At WebFX, we have over 25 years of experience conducting keyword research to help companies reach the right leads.
We’re a full-service digital marketing company that specializes in optimizing Amazon SEO product listings. We have a team of 300+ experts that will bring their knowledge and expertise to your campaign. We’ll help you conduct keyword research to find the right keywords for your campaign.
If you’re looking for an Amazon expert that knows how to drive results, look no further than WebFX. To date, we’ve driven over $2.4 billion in sales and over 6.3 million leads for our clients. Our team will help you choose keywords that drive results for your product listings.
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