Amazon is like any other search engine. A customer uses a search term to look for a product. Amazon pulls up all the relevant results based on what the customer searched for. How does Amazon figure out whether a product is relevant for a search term? That is where keywords come into the picture.
Keywords are the primary way in which Amazon establishes a connection between a search term and a product. It is the foundation on which product listings and PPC campaigns are optimized. That is why it is critical to find all the relevant keywords for your product.
Of course, Amazon SEO takes sales history and customer feedback into account. So it is a lot more complex than just proper utilization of keywords. However, if your product is not indexed for relevant keywords, it won’t even show up in the search results. Every relevant keyword missed leads to a loss in revenue and sales.
How can you always find relevant keywords? Let’s learn from the experts and see what they do when carrying out Amazon keyword research.
Top keyword research strategies
Before you move to the strategies, you must try to view the product from a customer’s perspective. What are the terms that they are likely to use when searching for it?
Let’s say you want to buy a comfortable pair of shoes that you want to wear while hiking up your favorite mountain trail. In this case, you are likely to search for ‘hiking shoes’ or ‘shoes for trekking,’ or even ‘hiking boots.’ These are all potential search terms that customers could use.
Once you have an idea of what your customers are searching for, it is time for strategy number one.
#1 Leverage Amazon’s autocomplete feature
This is an easy way to identify some common search terms used by customers. However, there is one bottleneck. You won’t get search volume or cost-per-click data using this strategy. It’ll help you identify long-tail keywords and features that customers often look for.
The best part about this keyword research strategy is that it is free, and you get insights based on actual customer searches. Once you discover more keywords, you should find their search volume using a dedicated keyword research tool like SellerApp.
Why is data that important?
You have limited space to include your keywords. Your backend search terms are limited to 249 bytes, while there are character limits for the product title, bullet points, and description. The data will help you identify the most relevant keywords for your product. This, in turn, will enable you to optimize your keyword strategy.
#2 Using specialized keyword research tools
Just like Google keyword planner and Ahrefs, there are specialized keyword research tools for Amazon SEO. Tools like SellerApp will give you actionable data sourced directly from Amazon. It will also help you discover high-volume long-tail keywords for your listings and Amazon PPC campaigns.
On SellerApp, all you need to do is enter a keyword, select the required marketplace, and hit search.
You will immediately get relevant results along with the following data for each keyword: search volume, cost-per-click (CPC), estimated orders, and conversion rate.
Alternatively, you can find relevant keywords by harvesting them from similar product listings. To do this, you can use the Reverse ASIN feature. You just need to enter the ASIN. SellerApp will then extract all keyword information and data from the corresponding listing.
The Reverse ASIN tool is perfect to keep tabs on your competitors and the keywords that they are targeting. You can also track specific keywords to analyze their trends over a period of time for a specific ASIN. After tracking a keyword, you will get data on the number of products indexed for it and the ranking of the ASIN for that specific keyword.
#3 From automatic Amazon PPC campaigns
Your automatic Amazon PPC campaigns are a great source of long-tail keywords. These campaigns are managed by Amazon’s advanced algorithms. It automatically discovers and bids on relevant keywords.
In some cases, the algorithms discover highly profitable keywords that you may never even have thought of. In short, Amazon does most of the work for you and all you need to do is to make sure that your product is indexed for these keywords.
It is recommended that you monitor your automatic campaigns regularly to discover high-potential keywords. If you are doing it manually, then there is a bit of data analysis involved.
To save time and eliminate any possibility of human error, you can use SellerApp’s auto to manual feature. It will highlight profitable keywords from your automatic campaigns and allows you to transfer them to your manual campaigns in a couple of clicks!
Final thoughts
Finding relevant keywords is only the first step to optimizing your listings. You still need to create a listing that incorporates the keywords and engages your target audience. There is a fine balance that you need to achieve.
If you have trouble achieving that balance, get in touch with SellerApp’s experts and sign up for the Amazon listing optimization service. The expert team will craft personalized solutions and listings that are guaranteed to deliver optimal results.
