Selling on Amazon has never been easier. It’s also never been as competitive as it is now.
That’s why it’s so important to optimize your listings on Amazon by using the right keywords. After all, Amazon is a search engine at heart with an algorithm of its own.
However, compared to the major search engines such as Google, Bing, and Yahoo, Amazon indexes its ranking factors differently. Not to mention, its number of ranking signals is relatively low.
So, this begs the question: Where do you begin with your Amazon keyword research so you can gain a competitive edge?
Consider this your ultimate guide. Read on to learn more.
First, Let’s Talk About Amazon’s Search Algorithm
Otherwise referred to as A9, Amazon’s search algorithm was specifically designed for a seller’s marketplace.
A9 is similar to Google’s algorithm in that it relies heavily on keywords to decide which results are most relevant to a user’s search. However, A9 differs in that it prioritizes sales conversions.
Because that’s how Amazon makes money!
This means that A9 will rank the listings that have stronger sales histories and higher conversion rates first. As a result, those highly ranked product listings receive more traffic and have a better chance of seeing a sale, which boosts their rankings further.
It’s kind of like a fool-proof design that ensures consistent sales conversions.
Of course, this all begins with keyword relevance.
Amazon Keyword and Product Relevance
It wouldn’t make much sense if you were to type multi-vitamins into the Amazon search bar and a bunch of product listings for hairbrushes popped up, would it?
That’s what makes keywords the foundation of every Amazon search.
Essentially, it takes the right keywords aligned with the user intent and topic of each post to optimize your ranking results. It’s the same as curating blog content for a website.
So, let’s break it down:
Keywords + Product Title
On Amazon, your product title is directly related to your search result success.
Think of it from the consumer’s perspective—you’re going to type whatever it is you’re looking for into the search bar. Then, when the listings pop up, the first thing you’re going to do is scan the product titles.
And guess what you’re going to click on?
The title that’s most relevant to your needs.
Therefore, you want to maximize your listing’s potential by incorporating the most relevant keywords at the beginning of your listing title.
Keywords + Product Description
The next thing you would look at as a consumer is the product description.
The product description is the chance to outline the best features and benefits of your product. It’s also the best place to maximize any critical keywords that you couldn’t fit into your product title.
Think of it as product detail optimization. Using the right keywords will encourage your prospects to click the “buy now” button.
They also tell Amazon’s A9 to index your keywords and use them when ranking the next batch of search results.
Just make sure that as you incorporate the relevant keywords into your product description, you’re also answering questions such as: Why is there a need to buy this product right now? Why should the prospect buy from you? What makes your product better than the others?
Remember, it’s all about relevancy and urgency.
Keywords + Your Seller Account
Your seller account on Amazon also counts towards your rankings. This is because there’s a little something called “hidden keywords” that exist within the “search terms” in the backend of your account on the platform.
Essentially, it’s the space where you would store the information about your products that consumers won’t see. It’s much like the alt text you would use for your images to feed Google more keywords to optimize your text and get indexed within the search engine.
This is referred to as off-page SEO.
It’s important to note that your backend alt text has a 250 character limit, so you’ll want to avoid repeating the information added to your product title and description.
How to Conduct Amazon Keyword Research
Now that you understand how to feed the A9 monster, you’ll need to understand how to conduct Amazon keyword research so you can maximize your success as a seller.
Here’s what you have to do:
Target Complementary Products
Complements, economically speaking, are products that are often bought together—for example, a coffee maker, coffee filters, and ground coffee.
Amazon automatically displays a frequently bought together section for listings that have complements. Therefore, you need to capitalize on it!
By using keywords that target your product’s complements, you’re optimizing for consumers’ behaviors and impulses. You’re also indirectly optimizing for A9.
So, where do you start with complimentary product keywords?—Your competitors’ pages.
Take a look at your competitors’ detail pages and find out what their customers are purchasing in tandem. This will give you an idea of the complements you should be targeting.
From there, target those complements within your product descriptions. These complements will act as hidden or secondary keywords. This will make your products visible to consumers who may not actively search for your products specifically and A9 for its frequently bought together sections.
Use the Amazon Search Bar for Suggestions
When you start typing in a search query, Amazon automatically displays a drop-down list of products that are frequently searched for.
You can think of this as your “free” organic Amazon keyword research tool. It’s a great starting point as it’ll give you a quick view of what your target prospects are intentionally searching for on Amazon.
So, take your time to comb through all the search queries and make yourself a list of keywords you can build on.
Use a Keyword Research Tool
Of course, you can’t solely rely on Amazon’s suggestions with each search query. In other words, it’s necessary to analyze the keyword data to ensure the keywords you use won’t get drowned out by the competition.
There are tons of keyword research tools out there, some free and some not. However, Amazon offers a free keyword planner that allows you to use research data gathered specifically from the platform.
You’ll be able to generate long-tail keywords, measure their volume and competition, which comes in handy when you’re deciding how to make your product listings stand out.
Check Your Google Rankings
You may not be selling on Google or have a business website, but that doesn’t mean that Amazon listings don’t find their way onto the search engine giant. (bonus points if you do have an eCommerce store on Google!)
35% of all product searches begin with Google. That means if your chosen keywords are tracking well on Google, they’ll likely be highly indexed on Amazon as well.
Essentially, when people search for products on Google, they usually double-check to see if those products are also on Amazon. Therefore, you’ll want to incorporate keyword research tools from Google, such as SEMrush or Google Keyword Planner, to do more extensive Amazon keyword research.
You’ve Got This
Once you nail down the right Amazon keyword research strategy, it’ll only be a matter of time before A9 catches on and starts indexing your listings for optimal success.
Of course, the right digital marketing agency can take care of all that for you. Find the best marketing partners for your eCommerce business on Credo today.