What is Amazon Keyword Research and Why Is It So Important?
Let’s start off with the basics of Amazon keyword research. This popular technique consists of finding and accumulating specific words and phrases that people search for which reflects their interest in a particular category, product, or function.
As an Amazon seller, knowing how your customers are searching for a certain product gives you invaluable insight into the search behaviors. Additionally, it provides you with the resources you need to help boost your own listing ranking. Keyword research, when done properly, can be one of the most powerful tools in your arsenal when it comes to ranking on Amazon, and can either make or break your listing.
How Do I Get Started?
There are a few different ways to tackle Amazon keyword research on your own, and once you get familiar with the process and the logic behind the process, you will begin to think like your customer and possibly anticipate their search styles in the future. Here are a few ways to become your own keyword research expert.
Primary Keywords vs. Secondary Keywords
First off, it is helpful to differentiate between the two types of keywords that you will be looking at. Primary keywords are directly related to the core product and describe the identity and description.
For example, if we are performing a search for a unicorn pool float for your next pool party, primary keywords would be “unicorn pool toys”, “unicorn pool float”, or “inflatable unicorn”. General, or secondary, keywords would include “pool accessories”, or “inflatable pool toys”, and possibly even “novelty pool supplies”.
Primary keywords can be distributed among multiple categories that can vary depending on the product. When searching for primary keywords, one or more of these words can be used. This generally applies to keywords that involve a certain target audience or type of person (women’s, men’s), a place or type of use (kitchen, gym, outdoor), size (large, small, 32”, 6’, 8 oz.), material or look (cotton, neon, mint green, textured, polka dot, fuzzy) or other product characteristics (spray bottle, batteries included, compatible with iPhone). Once you are able to identify primary and secondary keywords and their relevant combinations, you can (and should!) add them to your product listing.
Questions to Ask While Conducting Amazon Keyword Research
- Who is searching for this product?
- What types of variations of this product are people searching for?
- When are people searching for this product?
- Where are potential customers located?
- How are people searching for this product?
- Why are people searching for this product?
Now that you have a better idea of your target market or audience, let’s see what kind of tools and techniques are available!
Tips, Tools, and Techniques for Getting the Most Out of Your Search
Use the Amazon Auto-Complete Function
this is one of the most practical and accessible ways to do effective keyword research, and it is especially useful if you don’t have the resources to invest in expensive keyword research software. Simply using the search bar at the top of the page on Amazon.com can give you incredible insight into search behavior and common phrases that are used to find the product in question. You can start typing in the product into the search bar and a drop-down will appear with related searches. These related terms and phrases are extremely helpful to use in your own keyword or search term bank as they are high ranking and frequently used.
Analyze Amazon’s Suggested Products on Product Pages
Keep in mind that your product will be shown for search terms that you include in your backend, bullet points and product description. The strategy here is that if customers are buying pool accessories they might also be purchasing sunscreen, swimsuits, or sunglasses at the same time, and including these related keywords in a couple strategic yet discreet areas of your listing is a smart move. You should only use this strategy if you have extra space for keywords, however. Your primary plan of attack should be to include keywords that describe your product, synonyms, misspellings, etc.
Compare Competitor Products
Skimming over product titles can give you some keywords that you may have not thought of that are common terms for the product you are doing keyword research for. You should also include the intended use for the product, i.e. ‘for hair, for kids, for sandwiches, for graduation, for swimming lessons, etc.’.
Consider Popular Synonyms and Misspellings
It’s time to dust off your thesaurus! It is important to try to identify alternative terms that are used for the same product (sunscreen, sunblock, sun protection, etc.) or defining features (real, pure, 100%, clean, natural, chemical-free, vegan, plant-based, etc.). Use common misspellings of the synonyms in your Amazon listing (enter these into the back-end search terms), and use both plural and singular forms of synonyms.
Use Your Back-end Keywords Section
Back-end keywords are basically a hidden SEO boost that can help give your listing an edge over the competition. Typically, because of their elusive nature, back-end keywords are not exactly the first thing a seller will think about, and this is where you have an opportunity to get ahead of your competitors. Just like the once important “HTML tags” for websites, back-end keywords are not visible on your Amazon product page, but their influence in terms of helping a listing to rank organically is as important as with a listing that has an optimized title and description section.
Invest in a Keyword Research Tool
While this may not be the most cost effective option if you only have a few products in your catalog, as your product listings grow in number, investing in a keyword research tool that is specifically built for the Amazon platform will be your best bet. Instead of clicking around on Amazon for hours on end just to complete keyword research for one product, you will be able to save time and money in the long run by using software that is specifically designed to streamline the process.
How Many Keywords Does Amazon Allow?
Apart from the unlimited number of keywords that you can include in your title, bullet points, and description (as long as you adhere to the character count), Amazon also provides a space in the back-end of your listing where you can enter keywords. For the 5 lines, or “Subject Matter” fields, you can typically use 50 characters for each line. In the main search terms bank, sellers can use up to 250 characters for their back-end keywords.
High Ranking Keywords Mean Big Business
Many sellers do not realize just how lucrative adding relevant keywords to their listings can be. This can result in their products get pushed to pages far back into the search results, and possibly end up losing out on business. The phrase, “out of sight, out of mind” is particularly relevant to this situation. The truth is, few customers want to spend time scrolling through multiple pages of results to find what they need, which is why your product listing ranking matters. At the end of the day, it isn’t just about having a spectacular product, it’s also about having a spectacular listing.
Now that you know the importance of keywords for your Amazon listing and ranking, are you ready to tackle that yourself or would you like a hand? Our team of experts have been researching keywords for thousands of listings and can help you too. Schedule your free consult today to get started.