As previously discussed in this blog, forgetting important keywords can result in a big decrease in profits because your ideal customers will not be able to find you via search. Forgetting keywords or choosing the wrong ones is also one of the most regrettable mistakes, because a few tweaks to keywords can mean the difference between success and failure on the platform. Amazon sales are all about visibility, and failure to choose the correct keywords will result in less traffic, less sales and less profit. Keep reading for five quick tips from ZonLux Digital to help you choose the right keywords for your listings.
What is Keyword Research?
Keyword research is a huge part of Amazon Search Optimization. It involves searching for all the keywords that are relevant to your product. “Relevant keywords” are all the words and search terms that a potential customer would use to find your product in a search. If someone is looking for platform sneakers, for example, they might type “platform sneaker” into the search field. Another customer might type the brand name, while others might not have a specific product in mind — they just have an “idea” of what they want, such as “sneakers that make you look taller” or “shoes with a lift.” In this case, “platform sneakers” might answer that need.
How Keyword Research Can Increase Sales
It is important to use an Amazon Keyword Tool like Viral Launch or Helium 10 to help you identify relevant keywords because potential customers will only see your products if you have included all the keywords a customer types in the search field. If you forget to add a keyword, your product will not show up to customers who search that keyword. So the goal of keyword research is to identify all the keywords that are relevant to your product and then include those keywords in your listing, enabling more discovery and sales.
5 Tips For Effective Amazon Keyword Research
- Personal Experience: It might seem obvious, but spending some time thinking about your ideal customer, their needs, when they will search for your product, what they might buy instead, and what kinds of questions they would have goes a long way in choosing your initial keywords. In addition to this initial list of keywords, click around the Internet a bit and go to Reddit and Facebook groups to get a sense of what people are saying about similar products.
- Amazon Auto-Complete: You can use Amazon as a keyword research tool by entering a few letters in the search bar and seeing which products automatically appear as suggestions. Amazon displays the suggestions in order from most to least searched so autocorrect can provide you with at least some legitimate insight.
- Suggested and Related Items: Customers will find your product depending on the search terms you include in bullets, description and backend. So if your product is commonly purchased with another product, try including the other product as a keyword in your listing (discreetly). Only do this when you have extra space, because your main strategy should always be to include keywords that describe your product first.
- Look at Competitor Products: You can find inspiration in competitor listings by skimming their product titles and bullet points. Chances are you will find unexpected keywords and search terms. Competitive keyword analysis is crucial to competing in a crowded space like Amazon, and identifying competitors’ keywords can mean an edge over other sellers in your niche.
- Use the Thesaurus: The thesaurus can be a valuable tool especially when it comes to selling products that have more than one name. A few things to keep in mind when using the thesaurus: Use common misspellings (in the backend), use plural and singular forms of the synonyms, and look up descriptive words.
These five methods of keyword research should give you a solid list of keywords that covers all relevant customer search terms. Within that complete list of keywords, you should have one set of keywords (your “top keywords”) that are frequently searched for by your potential customers, and another set of keywords (your “secondary keywords”) that include more specific keywords. This will help you further define and reach your ideal customer.