Amazon is a dynamic platform accommodating over 310 million active users. Sellers leverage the marketplace to market their products to the interested audience. But, for all this work best, it is important that the right set of keywords are used to appear in relevant search results. To help you, as an Amazon seller, reach out to the interested leads, we are here to lend a helping hand in finding the right keywords for your campaign and make more sales in 2021.
Let us walk you through the various ways in which you can optimize your Amazon keywords effectively and bring in more conversions:
1. Lay Close Focus On Your Amazon Audience
Before deciding on the keywords to be used for the products you offer on the Amazon marketplace, you must first be familiar with the audience you intend to target. Most businesses do not really try to understand the demographics of the target audience, instead plan too much on creating an all-inclusive search engine optimization (SEO) strategy, applicable to both Google and Amazon. But, can this be successful? We don’t think so!
Every buyer is unique with distinct preferences, interests, needs, and wants. So, it is important that a flexible SEO plan is formulated separately for Amazon and Google. It is not necessary that a plan devised for Amazon works for Google too. The audience behaves differently on every platform and so, you must lay focus on only the Amazon marketplace and formulate a strategy that works best for such a platform.
Say, for example, when anyone searches for a product on Google, it would mean he/she intends to search for information about that product. On the other hand, searchers look for a specific product on Amazon with an intention to buy. As you can see, there is a big distinction in the behavior on both platforms. So, just focus on the Amazon platform and get your target audience to find you more effectively.
You must know how your prospects conduct their searches and type in the search bar to find a product just like yours. Make a comprehensive list of generic keywords and then use your mind to brainstorm on how your potential buyers will actually expand on them while searching for the products. For instance, you pick “bottle” as your generic keyword and the search is for a “red insulated water bottle”. This way you can generate keywords that are tailored to match up with your prospects’ searches. Finding the relevant keywords is the key!
2. Use Amazon-Specific Keyword Tools
It is extremely important for you to use keywords that are meant for Amazon users, and not the Google users. And, for this, we advise the use of only Amazon-specific keyword tools.
As an Amazon seller, you must keep in mind the search intent of your prospective buyers and cater to them accordingly. In order to attain the best keywords for your campaign, you can use Amazon-specific keyword tools and generate a list of relevant keywords for your campaign that are bound to perform well on the Amazon marketplace. In the tool, you get the option of Sonar as well as Keyword Tool. Both of them can be used to generate Amazon-specific keywords and also get an insight into the search volume for the respective keywords.
Amazon search bar can also be used to determine the keywords relevant to your product and conceptualize a new idea to use keywords in your product copies and everywhere else.
With the Amazon-specific keyword tools, you will find ‘n’ number of keywords relevant to your products. You can choose the generic ones, the ones that have a higher search volume, and some others that work best for your Amazon listing. This is indeed a great way to discover better keywords and use them to reach more prospects.
3. Only Use Relevant Keywords
The primary aim of selling products on Amazon is to get more conversions. And choosing the right set of keywords acts as a catalyst to drive relevant traffic. Make sure you don’t use irrelevant or way too generic keywords in your listings. Even if it means leaving the keywords that have a high search volume. Just remember to keep the keywords relevant as much as possible. After all, the intent is to reach out to the more relevant audience, and not just more people not willing to buy your product. You can’t convert leads when the traffic you are getting isn’t relevant.
Say, for example, if a buyer is looking for a water bottle and he/she ends up seeing a listing for a mobile phone, do you really think he/she is going to buy it, given the fact that he/she is here to purchase a bottle? No, right?
So, getting popular keywords ranked wouldn’t solve your purpose. And moreover, you might get penalized for adopting such a practice and also end up bringing down your rankings. For best results, you should focus on incorporating only the relevant keywords and choose from among them on the basis of search volume, popularity, and so on. This approach will definitely get you more relevant leads and conversions.
If you are finding it difficult to find relevance in your keywords, you can always hire an expert offering Amazon SEO services to get the desired results.
4. Avoid Using Subjective Keywords
You might think that some keywords or keyword phrases like “bestseller” or “best of 2020” sound better and so using them is a good idea. Well, not really! Using such subjective keyword phrases should be avoided at all times. Why? Because these keywords are strictly based on opinions. A specific product might be amazing for a particular individual but it might not be a good pick for another. These keywords don’t apply to every buyer and so must be avoided. It sure makes your products sound better, but, in reality, nobody will go ahead and search for something like that, especially on Amazon. Instead of searching “best shampoo”, they would, on the contrary, search for “shampoo for chemically treated hair”, “organic hair shampoo”, or even “anti-dandruff shampoo”.
The subjective words are well-suited for product review though.
5. Integrate Keywords In Your Listings
In order to rank in the search results on Amazon, it is important that you integrate the keywords in your product listings. All you need to do as far as Amazon is concerned is just to integrate Amazon keywords into your listing.
With Google, it is a different scenario altogether. For ranking on Google, you will have to integrate the chosen keywords into various places to attain a higher page rank. On the contrary, for the Amazon platform, integrating keywords into multiple places won’t serve the purpose and boost the rankings.
Amazon requires you to incorporate keywords once in the product copy. Say, you add one or two top keywords in the heading or product title, second and third most important keywords in the product descriptions. And, even if you use a particular keyword more than once, it won’t really make a difference or impact your product rankings. In fact, you should use the space provided for the description judiciously and avoid using keywords more than once, instead use another unique keyword and get your listing ranked for that specific keyword too.
6. Use Backend Keywords
While conducting keyword research for the products you offer, you might come across a list of keywords that you don’t necessarily want to include in your listing, but still want them to rank for you. Those are actually the backend or hidden keywords.
As the name suggests, backend keywords are actually the keywords that your target audience won’t see as they appear on the back end of your listing. If you have any additional keywords to add, go ahead and do it there.
The most important keywords go in the titles, descriptions, and so on, and other additional important keywords will make it to the backend of the listing. This way you will be able to rank other important keywords and attract more buyers.
Backend keywords have a limit of 250 bytes/characters. Make sure you use the space wisely.
7. Research Your Counterparts Well
Keeping a check on your competing counterparts is a good practice. It is essential to understand how your competition is presenting their products online, what is their USP, what prices they are offering to the audience, and what they are actually doing to stand out. Analyzing the competition gives you an insight into what your competitors are up to. For instance, you might want to look at the price of a similar product they are offering and further decide on a price that will work best for you. You can’t just price your product at $60 while competing for a product priced at $10, right?
Monitor the keywords your competitors are using to rank their products on Amazon and see how you can leverage that to your advantage. Choose the keywords that you think will drive maximum valuable traffic based on the competitive analysis. You may also want to skim through the titles, descriptions, and product images used by them to make your own listings better and rank a notch higher.
Figure out what your listing lacks and take necessary actions to get an edge over your competition and earn more conversions.
8. Monitor Your Keyword Performance
While you add all the relevant keywords in your listing, do make sure that you come back and check if those keywords are driving valuable traffic to your listing. If not, it is time for you to change those keywords and replace them with other important ones that might help to get relevant traffic, and consequently, valuable leads.
By monitoring the performance of your keywords, you can actually determine whether a particular keyword is driving traffic to your listing or not. If those keywords aren’t driving valuable traffic, it is advisable that you replace them with the ones you had sidelined. This applies to mostly backend keywords as it won’t really hurt the ranking of other keywords in your product listings. This practice will eventually help you appear in more relevant search results and bring in more conversions. If you are not well-versed with this, it is better to hire an Amazon vendor central expert and outsource Amazon marketing services for best results.
The above-mentioned tips will help you overcome your struggle with Amazon keywords, and guide you in optimizing them to bring in more sales and conversions.
Get Expert Assistance From Data4Amazon
If you need help analyzing your keywords and making them all the more relevant for your Amazon product listings, you can connect with one of our Amazon vendor central experts at firstname.lastname@example.org to sell and convert better.