Earlier this month, we discussed how optimizing for Amazon’s buy box is similar to optimizing content for organic search results. Both involve algorithms aiming to provide shoppers and searchers with the best possible experience. The similarities between ecommerce and organic search don’t end there. When creating an Amazon keyword strategy, you can again think like an SEO professional.
This makes sense when you realize that Amazon is essentially a search engine. Although its algorithm is simpler than Google’s or Bing’s, with fewer ranking signals, it still indexes information and uses various factors to rank products in search results. That sounds like a search engine to me! This guide will explain why keywords are crucial for Amazon sellers and provide four tips for better Amazon keyword research. Let’s get started! A multi-channel ecommerce strategy is key for success. Download our free guide to Google Shopping and expand your brand’s reach today!
Understanding Amazon’s Search Algorithm
First of all, it’s important to address the algorithm by its name: A9. Second, while comparing Amazon to a search engine is helpful, it’s vital to remember that Amazon is primarily an online marketplace focused on selling products. Amazon’s main goal is to sell as much as possible. This is the driving force behind A9. Amazon structures its product search results to maximize sales. Therefore, it’s no surprise that the most relevant, high-converting products achieve top rankings. As you know, a high-converting product effectively persuades potential buyers to make a purchase after clicking on its product details page.
Here’s a spooky example of an Amazon product details page. For now, let’s focus on the first adjective: relevant. Relevance to the search query is key. There’s a reason why Amazon doesn’t show you antique porcelain dolls when you search for dog food: dolls have nothing to do with dog food. No one wants irrelevant results from a search engine. Amazon understands this, and A9 operates accordingly.
The Link Between Amazon Keywords and Product Relevance
How are s’mores Pop-Tarts related to human health? They’re not. However, Amazon keywords, like s’mores Pop-Tarts, are crucial. Without a solid keyword strategy, your products will be seen as irrelevant. When optimizing a blog post, you target a specific keyword. For instance, a post with 2018 holiday shopping statistics should include “holiday shopping statistics 2018” in its URL, title, meta description, and so on. This ensures your blog post appears in relevant searches for holiday shopping statistics. Optimizing an Amazon product listing works the same way.
Amazon Keywords and Your Product Title
Your product title plays a significant role in its success on Amazon search results. In terms of keywords, it’s arguably the most crucial part of your listing. Consider your behavior as an Amazon shopper. When searching for a product, do you thoroughly examine every result and analyze each detail on the product page? Most people look for shortcuts, especially when shopping online. On Amazon, this means quickly scanning product titles—often only the first few words—to find the most relevant option.
Would you read this entire title? Therefore, it’s crucial to include your most important keywords in your product title, especially at the beginning. Prioritize essential information like brand name, product type, key features, size, color, and quantity, as consumers specifically look for these details. Make their shopping experience easier. Remember, you’re also catering to the algorithm. Amazon keywords are vital for your product titles, regardless of how you approach it. Lastly, remember that screen size matters. Your product titles will appear differently depending on the device used to browse Amazon. This further emphasizes the importance of placing your most critical keywords first.
Amazon Keywords and Your Product Details
The product details page provides a space to highlight your product’s best features and benefits in a clear and concise bullet-point format. It’s also an opportunity to incorporate keywords that couldn’t fit in the title. Optimizing product details is crucial for several reasons. Most importantly, it’s your chance to encourage potential customers to click “Add to Cart.” While your compelling title drew them in, your informative bullet points will seal the deal.
Remember, your product’s conversion rate significantly impacts its ranking in Amazon search results. A poorly optimized product details page leads to a higher bounce rate, causing your listing to plummet into ecommerce obscurity. Address key questions on your product details page, such as why customers should buy your product immediately, what sets your product apart from competitors, and what makes it unique. Equally important, optimize your product details page for A9, which indexes your keywords to determine search result rankings. The logic remains consistent with optimizing your product title—use relevant keywords that match what potential customers are searching for.
Amazon Keywords and Your Seller Account
You might have encountered terms like “hidden keywords” or “search terms.” These refer to keywords you can input behind the scenes in your Amazon seller account.
Via Seller Lift. Essentially, hidden keywords provide Amazon with additional, non-public information about your product, similar to how alt text helps Google index images. Think of a hidden keyword as alt text for a product. For example, let’s say you sell handmade bumper stickers promoting Senator Bernie Sanders. Your research reveals that “bumper stickers for liberals” is a popular search term. However, your product title is already optimized for your brand, materials, dimensions, and quantity, leaving no space for this keyword. What now? You can enter “bumper stickers for liberals” as a hidden keyword in your seller account! Keep in mind that—as of August 2018—you only have 250 characters for backend keywords per product. Don’t repeat information already present in your title and bullet points, as this wastes valuable space. Similarly, avoid using commas, semicolons, or any punctuation to separate your backend keywords, as it’s an unnecessary use of characters.
Unnecessary punctuation makes this an example of bad practices. Via AMZDataStudio. By limiting backend keywords to 250 characters, Amazon emphasizes their importance and discourages sellers from stuffing them with irrelevant information or competitors’ brand names. Mastering your backend keywords across your product catalog can lead to a significant boost in search rankings!
Conducting Amazon Keyword Research
While going rogue might work for Ethan Hunt in Mission Impossible, it’s not the best strategy for ecommerce success. To thrive on Amazon, stick to the rules and conduct thorough keyword research. The aim is to create a comprehensive keyword list for every product, increasing the chances of your listings appearing in relevant searches and maximizing their visibility. Here’s how:
1. Target Complementary Products
As you might have learned in economics, complements are products frequently purchased together. On Amazon, products listed under “Frequently bought together” are considered complements to the main product.
By incorporating complements into your bullet points, product description, or hidden keywords, you attract customers who might not be directly searching for your product but have shown potential interest. Some complements are obvious. If you sell peanut butter, jelly, marshmallow fluff, and bread are natural complements. However, other complements require research. Analyze your competitors’ product pages to identify frequently purchased items, giving you valuable insights into relevant complements to target.
2. Utilize Amazon Search Bar Suggestions
When you start typing a search query, Amazon suggests products that other users frequently look for.
This acts as a free, built-in keyword tool, providing a quick and cost-effective way to understand how your target audience uses Amazon. While paid keyword research tools offer more in-depth data, this method provides a valuable starting point. By exploring these suggested queries (e.g., typing your product type followed by different letters), you can build a solid list of initial keywords.
3. Leverage Your Google Rankings
If you sell products on your website and Amazon, this tactic is particularly beneficial. Consumers are more likely to begin product searches on Amazon than on Google. While 47% begin their product search on Amazon, 35% start on Google. This statistic often implies that Google is a dead end for ecommerce. However… 35% represents millions of online shoppers actively seeking products, including yours, on Google. Therefore, incorporating Google into your keyword research strategy is crucial. Use tools like Google Search Console or SEMrush to see if your website ranks on page one for any high-volume search terms. Include these terms as keywords in your Amazon listings and seller account!
SEMrush’s organic search position data for nike.com. This strategy is doubly effective because it enhances brand and product awareness among potential customers with longer conversion cycles. For instance, a shopper might discover your website through Google, browse around, and then return a few days later to purchase. Seeing your product prominently displayed in their Amazon search results, they recognize your brand and convert! Leverage both Google and Amazon to your advantage!
4. Utilize Keyword Research Tools
While those homegrown strategies are effective, it’s essential to incorporate professional keyword research tools into your workflow. At nexus-security, we offer a user-friendly and free keyword tool. Use it to understand how consumers search for products like yours, the frequency of these searches, and the level of competition. High-volume, valuable keywords on Google are likely to be worthwhile targets on Amazon.
Google’s Keyword Planner is accessible to anyone with a Google Ads account. Navigate to the tools drop-down menu and select Keyword Planner to research keywords and analyze their monthly search volume and competition level. For Amazon-specific research, consider Keyword Tool has an Amazon keyword planner. This tool utilizes data from Amazon’s autocomplete and search suggestions to generate a list of long-tail keywords. Sellics also offers a free Amazon-specific tool called Sonar provides monthly search volume for Amazon, related keywords, and relevant products, making it both a keyword and competitor research tool.
Embrace Success!
A robust Amazon keyword research strategy and the right tools will boost your product visibility among relevant, high-value prospects. Additionally, well-optimized titles and product details pages will convert this increased visibility into clicks and sales. This creates a positive feedback loop. Effective keyword research improves visibility. Higher visibility and compelling titles lead to more clicks. More clicks and informative product details pages result in more conversions. More conversions lead to higher search rankings, and the cycle continues. Don’t wait any longer! Start building your path to ecommerce success today!