If you are new to the game, you can be forgiven for believing that keyword research is only something that SEOs do. However, because of the way that Amazon works, it actually happens to be one of the world's most used search engines…it just happens to be a search engine for products rather than information. By putting in the work and leveraging a range of keywords, you will boost the visibility of your products that appear in the search results, and if you manage to do this job exceptionally well, you can convince users to click through to your product page and hopefully convert them into a paying customer. Nevertheless, as always, this is much easier said than done. Fortunately, this post will walk you through the process of not merely finding keywords that convert but also how to use them in order to amplify your reach.
Invest In Tools That Do The Heavy Lifting
Because of how lucrative online businesses can be, there is an entire ecosystem of tools and software that has been developed to cater to those who understand the value of investing in something that has the potential to make them more money (if used correctly). This specific sector is no different, and there are myriad powerful keyword research tools for Amazon sellers that enable them to find the perfect keywords to use in their headings as well as smattering them around their product descriptions to ensure that whenever a user types in that specific word or string, your products will appear in the results. The way they achieve this varies based on each tool, but in general, they will scour Amazon for a range of data points and offer them back up to you in a way that makes sense and provides you with the information you need to make an informed decision as to whether or not they're worth pursuing.
Consider User Intent
Just as with standard Google SEO, user intent plays a significant role in whether your keywords will have an intended effect. For instance, if you sell heat-proof silicone kitchen utensils for children, aiming for a term that only focuses on the entail part while missing out on the "for children" bit won't be as lucrative. This is because when a user types in that keyword and sees a range of children's utensils, they will avoid your listing for others since they are after the adult version. OK, so that might be a peculiar example, but the point remains that you need your keywords to meet the intent of the user; otherwise, you will render your hard work useless.
Analyze Competitors For Keyword Insights
Your competition can be a goldmine when it comes to all sorts of Amazon seller tasks, and helping you to come up with new keywords is but one. It's more efficient to use a tool for this job as it will massively expedite the process, but it's still possible to do it manually if you have enough grit, determination, and the will to make money! The idea is to examine what your composition is doing vis-a-vis terms and attempt to replicate it where it makes sense. This won't mean copying them verbatim, as this will only serve to make you fall foul of Amazon's extremely stringent Ts and Cs. However, it does mean looking at what they're doing and seeing where you can fit it into your headlines and descriptions.
Explore Customer Reviews For Keywords
Looking over the customer review of existing listings could yield some interesting terms that you might never have considered. Because these reviews are totally random and not generated by machines or AI, you can gain some real insight into what real-life customers are looking for in an item and use these words to rank while still resonating with visitors to your page as they will likely be thinking about these terms as they shop.
Prioritize Relevance Over Search Volume
We considered omitting this point as volume can yield excellent results all by itself, but if you really want to laser target those who are most likely to buy your product, then relevance is far more important. Moreover, if your product happens to have a large number of competitors, then erring more toward relevance rather than volume might enable you to cut through the noise and present your brand to users rather than trying to compete against those who have already spent a significant amount of time and resources in ranking for the volume. Moreover, as per the children's cooking utensil example earlier, it is more probable that when a user lands on your page by typing in relevant keywords, they will make a purchase.
Finding keywords is never easy, and there is always a worry that you will put in the time and effort required to rank them only to find that they are duds. However, using these tips and the right tools can help you boost visibility and, ultimately, sales.
