A survey found that nearly half (49%) of US consumers start their product searches on Amazon. To ensure that as many customers find you, keywords are a key part of your marketing strategy.
1. Choose the most relevant keywords
Bidding on keywords that you want to include in product pages or hidden search-term fields can help improve your ranking and influence your sales.
Amazon data available
Amazon’s data is real customer data. It is not theoretical search-term data that has been sourced from other engines. It’s the actual search terms your customers used to find your products.
Although Amazon does not publish such information, there are still ways to get it.
Use the search-term report to find sponsored products
A search-term report is available in Seller Central. It can be downloaded for any automatic campaign and should be your primary source of keyword harvesting.
Are you lacking any automated campaigns? Create some for your bestsellers, and collect your keyword data to optimize ads and listings.
Use the Amazon Search Bar
Amazon suggests suggestions based upon previous searches. This is a great way for you to see what customers are looking for so that you don’t miss any important keywords.
Third-party tools can be used to harvest keywords
Google’s Keyword Planner, a third-party tool that allows you to search for lucrative keywords, is a great option.
You can search for different keywords related to your product.
By downloading data from Google, you can save keywords lists for your products. You can then sort the data by search volume and put it into spreadsheets.
Maximize hidden-search terms
You have a limit of 1,000 characters in the keywords field of your Amazon flat file.
Search is the best way to discover your products on Amazon. It’s important that you include as many customer searches as possible.
After you have compiled a large list of keywords, you can narrow your list down to 10 keywords that you want to rank in Amazon’s Search Engine Results Page (SERPs).
Your most important keywords should be included in the product title. You can also use them throughout your product page listing (e.g. Amazon will know that your product is relevant to someone searching for that keyword by putting them in bullet points or the description.
Success tips
- You can include several colors that might be used, e.g. lime green, teal blue, fuchsia pink.
- Sizes in centimeters and meters, inches, feet, and feet are all included.
- Do not include commas – this wastes space and doesn’t count.
- Avoid repetition of words – if you already have a keyword in the title or product listings, you don’t have to add it here.
- Think of other uses for your product that customers might be interested in.
- Customers often use adjectives. Make sure you include as many descriptive words and phrases as possible.
- Synonyms are important. Some people may call a rug a carpet, while others might call it a mat. Make sure you include as many synonyms as possible for your product.
2. Improve product discoverability
Selling success begins with ensuring your product appears in the search results of your target customers.
Keywords are an important part of getting products found. However, Amazon has other ways to decide where products rank in the SERPs.
Here’s an official statement from Amazon about how their algorithm works:
Before a customer even types in a query, our work begins. Before the customer even decides to search, we have been analyzing data and observing traffic patterns. We also index the text that describes every product in our catalog.
Amazon is not a seller-oriented site, and focuses SERPs on the products and not the sellers.
Google ranks pages based upon which are most likely to answer the query. Amazon ranks pages differently to Google. When it comes to amazon on the other hand, displays results based upon which products the searcher is most likely to buy
Amazon should know that your product is relevant
It determines whether your product page is relevant when a customer searches for it. They can use your page content, such as descriptions and bullet points, or the hidden-search terms you have entered in your product flat file to determine this.
3. Optimize your product pages
After customers click on your product, they have one chance to choose you over another competitor.
Optimizing product information will also help you rank higher on Amazon. This is because Amazon will have more relevant keywords for you to choose from.
Perfect your titles
The most important thing in search relevance is the title. If top keywords are not in the title, it is no point to include them on your product page.
- You should list the top keywords you wish to rank for, and include them in your title. Make sure to include the most important ones first.
- Keyword-stuffed titles won’t be engaging for customers, so avoid lengthy-winded titles that make no sense.
- Always include the manufacturer number and brand name when selling branded products.
- At least one distinctive selling point should be included that sets you apart from your competitors.
- You can spell out the words for measure such as ounce and inch.
- All numbers should be spelled out, and not just numerals.
Embellish your bullet points
Highlight every unique selling point and give customers all the information they need in a clear way.
- Your amazon bullet points should be long enough to grab the attention of the reader but not too short to get to the point.
- Are there any great features in your product? Don’t forget to include any!
- Use persuasive language while making your bullet points keyword-rich.
- Do not leave out any bullet points – even if you don’t have anything to say, any information about your product will help you get one step closer to a sale.
- Complete sentences will spark interest. Highlighting features in one- or two-word sentences will not show the reader why your product is better than a comparable product.
Add to your product description
Amazon SEO is a big part of engaging descriptions. It means that a buyer is interested in your product if they scroll this far.
Tell a story and ignite the imagination of your readers. Make your product irresistible.
- What will your customer get from your product? You don’t sell products as a product marketer. Instead, you sell solutions. Your description should tell them exactly what your product can do for them.
- Use bullets to highlight key features and other selling points. This provides customers with a concise summary of the reasons they need your product.
- As many images as you can. Start with your most successful sellers to get started using Enhanced Brand Content (EBC). This guide will help you write the perfect EBC description.
Final thoughts
These are the basics. To make your products more visible, we recommend looking at your bestsellers. Find what works best for you and then spread it to your other products.
Even on Amazon’s massive marketplace, even the smallest changes can have a big impact.
Read More : Detailed Guide on Optimizing Amazon Product Listing Guide