Amazon’s revenue has increased up to 37% in the last year as more people shift to online shopping due to the pandemic. And as demand grows, Amazon stores have been growing like mushrooms for the past several months. With the fierce competition on Amazon, standing out against the rest can be challenging. When it comes to introducing new products on Amazon, knowing which keywords to use and where to place them within your Amazon listing can make all the difference. Keywords are essential if you want to have a better chance at products sales, ranking, and overall success. Know that well-researched and targeted Amazon keywords are the things that can make or break the success of your product listing.
Understanding How Amazon Search Engine Works
Like Google, Amazon is reliant on the search results through its AI algorithm, which involves a series of factors. Amazon developed a smart algorithm called A10, previously known as A9. This A10 algorithm employs a variety of parameters to calculate the relevancy of millions of products stored in its database using search terms entered by users. Before we discuss how to strategically optimize your product listings with the right keyword use — you need to know how Amazon search works first.
Amazon’s Search Engine Result Page (SERP)
Amazon Seller Central has a very reliable system when it comes to categorizing their products. Every time a shopper searches for something on Amazon, two kinds of product displays will appear on the search result page.
- The List View: This display type shows about 15-16 products on every SERP.
- The Gallery View: This display type shows about 24-25 products on every SERP.
Knowing the layout types could be essential if you want to categorize the product correctly using views and filterings.
Amazon’s Sponsored Products
Another important feature in Amazon SERP is Sponsored Products. You can see them on multiple pages scattered across different places. You can easily see them on the top part of a product page, and they can also appear together with organic results.
Together with the right keyword bidding practices, it is also vital to optimize the sponsored product listings for Amazon SEO as well. Following the right Amazon PPC campaigns and SEO strategies can help your product get listed on the first page of the sponsored products.
Amazon’s Search Filters
On the left-hand side of your Amazon Search Results Page, you will see the filter fields. These consist of various filters that include product category, shipment method for Amazon FBA wholesale or FBM, brand, color, product condition, etc- these can all be tracked by Amazon’s A10 algorithm. These filters are comprehensively made to identify whether a product is black or brown, provided that it is included in the product listing copy. Keep in mind that this feature is only applicable to pieces of information that are mentioned in the listing copy.
12 Keyword Tips Every Seller Should Know
1. Focus on your Target Audience
Before you start deciding which keywords you should use, it is crucial to know who you’re trying to reach. One of the most common mistakes sellers make is when they create an “all-in-one” Search Engine Optimization (SEO) strategy that they apply to both Google and Amazon. Always remember that different search engines require different approaches
The strategy you use for Google might not work for Amazon. It is best to focus solely on your Amazon target audience and how they behave on Amazon. For example, Google users search for information about a product, service, or general knowledge. On the other hand, Amazon users search for a specific product they want to buy. These users behave differently, so it is best to just focus on your Amazon audience.
It’s also important to consider how Amazon audiences behave when it comes to searching for products online. Write a list of generic keywords and think about how your audience would expand on them when searching. This method will allow you to come up with keywords that are tailored to how your audience would search for products.
2. Know What Your Amazon Audience Searching For
It’s also important to consider how Amazon audiences behave when it comes to searching products online. Make a list of generic keywords and think how your audience would expand on them when searching. This method will allow you to come up with keywords that are tailored to how your audience would search for products. Know that your competitors are also doing the same, so it is crucial to water down your SEO ranking. This method will also lead to a more convenient customer experience for your shoppers.
3. Use Amazon-Specific Keyword Tools
It is crucial that you only use amazon-specific keyword tools when searching for relevant keywords for your Amazon product listing. Amazon users search differently than Google
Users. Google keywords might not necessarily work on Amazon. Since the search intent is much different on Amazon than it is on Google.
You can use Amazon-specific keyword tools when finding the right relevant search terms for your Amazon product listing.
Another way to find available keywords is to use the Amazon search bar. Type your base keyword, and you will see what the shoppers usually search with those keywords.
Using this strategy, you’ll generate ideas for keywords you can utilize in your product listing. These tools will help you choose relevant keywords that will allow you to acquire clicks that can convert into sales.
4. Aggregate Then Curate Your Products’ Top Amazon Keywords
After creating your list of targeted keywords and terms, you’ll need to condense your results into the highest ranking search terms. However, this can be a little bit tricky;even the most experienced sellers get it wrong. New sellers often commit the same mistake of over-emphasizing the exact search volume.
Though the pure number of searches for a term or phrase, is crucial, it shouldn’t be the only factor to consider. One thing you need to consider is the metrics which includes opportunity, relevancy, and broad search volume. These metrics can reveal a host of chances for you to target neglected keywords and untapped markets.
For example, you can choose to target keywords with high search volume and high opportunity scores. A high opportunity score would mean that a certain keyword is overlooked by competitors and can be easily used to rank by adding it to the title of your listing. These keywords can give you a sudden increase in visibility and pull in sales from overlooked keyword markets.
5. Only Use Relevant Keywords
To earn conversions, you must select the best keywords to get valuable traffic. It is crucial to only use keywords that are relevant to your product. Although some companies incorporate irrelevant but high-ranking keywords to reach more people, it is never a good idea. Reaching more people using unrelated keywords will not benefit your business. Nobody wants to see products they don’t like and need within their Amazon search results when it’s nothing to do with their search intent.
Amazon is aware that some sellers try to rank for irrelevant but popular keywords and will penalize sellers that attempt to do so. It will put your account at risk of getting suspended. To avoid future suspension, you can opt for an Amazon brand protection program. To generate the best keyword for your listings, only use keywords that relate to your product. That way, you can get more relevant leads and increase your conversion rates.
6. Repeat Keywords and Use Various Plural Forms
Once you have created a draft for your product listing, you should go over your listing for missed opportunities. Many sellers forget to include the plural forms and variation of phrases in the product listing. It is best to include plural forms or mix-and-match phrases into new threads – this will help your listing index and rank for multiple variations. This multi-pronged approach together with a strategic inclusion of high ranking keywords gives your listing the best opportunity to stand out from the competition.
7. Avoid Using Subjective Keywords
If you think it’s a good idea to include subjective keywords on your listings- think again! When your keywords have words like “fantastic,” “best,” or “amazing,” you might give your shoppers unrealistic expectations. Some people may purchase your product thinking it was amazing and ended up being disappointed because it was just okay.
It is better to focus on terms that best describe your product instead of using subjective words.
8. Differentiate Between Keywords and Longtail Keywords
It is crucial to know the difference between keywords and longtail keywords. Longtail keywords are a string of three or more search terms. This strategy of keywords can definitely help increase your ranking! ! Keep in mind that longtail keywords make up almost three-quarters of searches online. And the more searches you have, the greater your chance of converting.
9. Integrate Keywords in Your Listings
After successfully choosing relevant keywords, it’s time to integrate them into your product listing. Unlike Google, which you need to incorporate keywords into multiple places, you only need to place Amazon keywords once into your listing. Place your most relevant keyword in your product listing’s header. And in your description, include the 2nd and 3rd most important keyword. Make sure you also create your own information product without focusing too much on the keywords- making it sound monotonic.
Regardless of how many times you use the same keyword, it does not affect your Amazon ranking and only waste the space that could have been used for another keyword.
10. Use of Backend Keywords
Backend keywords are terms indexed by Amazon but do not appear on your product listing. Use this space to add keywords you think are relevant to your listing. Keep in mind that you are only allowed 250 characters of backend keywords, so think strategically about which keywords you should include. It is a great opportunity to rank for other important keywords to help leads find your product listing. If you want to know more about Amazon search engine optimization, good SEO training can help you properly optimize your product listings.
11. Know Your Competition
For better performance, it’s always a good practice to check what your competitors are ranking for. Know how they present their product and learn how to make yours stand out. Also, it is vital to check their prices. No seller on Amazon would want to price their products far too low or too high from their competitors. Shoppers want to get the best deals so make sure your product stands out.
12. Track Your Keyword Performance
Monitor your keyword performance. A good Amazon eCommerce strategy does not end after the optimization of your product listing. You need to know your keyword performance to know which works and which don’t. Adjust your keywords accordingly and make your product listing appear more in relevant search results. A more visible listing could translate into higher traffic and earn more conversions for your business.
If you want to achieve a higher ranking on Amazon, it is crucial to keep product listings updated and stay relevant to your customers. Having an optimized product listing will get your product’s discoverability and desirability close to a least 80%. However, the process doesn’t end from a strategic keyword use. You also need to keep up with the Amazon marketing trends and algorithm updates. To achieve optimum results, ongoing optimization is crucial.
By reading this article, you now possess a strong understanding of how Amazon A10 algorithm works. This knowledge will help you improve your keyword ranking and gain visibility at the marketplace.