The first step to success on Amazon is organic product listing optimization. Targeted keywords will help customers find your product and enhance its functionality if you include them in the content of your product detail page. So, how do you locate potential keywords? How can you determine which keywords will produce content? In what part of your material should you use them?
We will respond to any of your inquiries and share some knowledge garnered from years of perfecting Amazon listing optimization.
AMAZON TOOLS: CREATE YOUR KEYWORD LIST
Numerous technologies are available that can generate an extensive list of keywords for selection. Usually, the best place to start is with Amazon’s keyword research tool, Brand Analytics, which offers extremely relevant search results. Keep in mind that only Brand Registered Sellers have access to Amazon Brand Analytics. For other approaches, move on to the next section.
Of all the methods of finding keywords, we have found that reverse engineering competitor keywords are perhaps the most efficient. Sales velocity and relevancy are both critical components of Amazon’s search algorithm, so start your keyword research with top-performing competitors to ensure you know what customers are looking for.
For this, Brand Analytics is an excellent tool. Start by performing a basic product-related keyword search. Brand Analytics will display the most popular ASINs for that query. The keywords that those ASINs are ranking for can be found by simply copying and pasting them back into the search field.
Brand Analytics displays a keyword’s Amazon site-wide search rank instead of its amount of searches. This implies that smaller values are preferable. Every day, millions of people search on Amazon; therefore, any keyword rank that is near or below 100,000 is excellent, and some of the finest keywords are those that are under 10,000.
Before we begin content optimization, we typically like to have between 50 and 75 keywords for each product. We also like to compare search traffic and rank across multiple sources. If your Brand Analytics search yields enough terms for you to compare right away, save the list and enter it into additional programs like Helium10 or Jungle Scout.
Sometimes, Brand Analytics will provide only a few keywords in these circumstances.
MAKE A KEYWORD LIST USING THIRD-PARTY SOFTWARE
Some of the best resources for researching Amazon are provided by Jungle Scout and Helium10. You may begin your keyword research on one of these platforms by performing a basic keyword search. Then, the tools show you a ton of different choices that are related to your search. Although this is effective, we have found that rival keyword reverse engineering frequently yields more relevant terms that are guaranteed to convert.
Similar to the process outlined for Brand Analytics, start by finding the top-selling ASINs that are most similar to your product. If you are unsure how to find this information, Amazon provides a ranking of the top-selling products in every category. Just click on a product similar to yours and scroll down the page until you see the best-seller ranking. Click on that and you will be directed to a page with the top 50 ASINs in the category.
You can look for keywords based on rival ASINs using Helium10 Cerebro and the Jungle Scout Keyword Scout tool. Gather the items you wish to examine, then enter the ASINs into the search fields. Your search will yield thousands of possible terms from both Helium10 and Jungle Scout. You can add keywords to a list and save them with Helium10 and Jungle Scout. Once more, you simply need to select the 50–75 best-performing and most pertinent phrases. This begs the question, how can one determine which are the best?
Look for keywords that are less competitive, highly relevant, and have a large search volume. Although long-tail keywords will have somewhat lower search numbers, they are still preferred because it will be less difficult to rank for them because of the decreased competition. Long tail keywords typically have cheaper PPC bids and are more pertinent to customer queries. Higher conversion rates are frequently the outcome of ensuring your product is relevant to the buyer.
HOW TO OPTIMIZE YOUR CONTENT
You must insert your keyword list into your content after you’ve created it. Arrange the strategic significance of the keywords in the Title, Bullet Points, Description, and backend keywords in a meaningful way.
TITLE
The most crucial component of any listing is the title, which is much more crucial for a brand-new listing. Customers and Amazon’s search algorithm can both learn what your product is from its title. Your title should contain your most valuable keywords.
You can have up to 200 characters in your title on Amazon. We’ve discovered that, although it can vary depending on the category, keeping it around 150 characters typically offers the best consumer experience. To determine which title best suits your product, think about doing an A/B test.
Consider readability when you optimize your title using the keywords that generate the most search traffic.
Avoid packing your title with so many keywords that it becomes unreadable and fails to convey the essence of the product. Short-tail keywords with a high search volume are typically preferable for the title because they improve discoverability without detracting from readability.
BULLET POINTS
If you can’t fit many of your high-performing keywords into your title, don’t worry. The bullet points are a great place to include unused high-volume keywords.
Utilize your bullet points to emphasize the most crucial aspects of your unique selling proposition by optimizing each one with a few keywords.
Your bullets should, first and foremost, describe the product and emphasize its key qualities. Select the most crucial product details, then give each one a few appropriate keywords. Two to three keywords ought to fit into each bullet point. Prioritize clarity above all else; some bullet points might only be able to accommodate one keyword while still offering the optimal user experience.
DESCRIPTION
Your description is essential for SEO and can fit most keywords of any material on a product detail page. If you can’t fit them in your title or bullets, try using as many of the lower search volume keywords as you can in your description. Keep it readable and go into great detail about the features of the product. When a buyer wants to know more about your goods before making a purchase, the description is a valuable source of information.
BACKEND KEYWORDS
Amazon allows you to use 255 characters in the backend keywords section. Fill the field with words on your list that have not been used in your other content. Some prefer to double up on certain keywords, but we have found that repeating words does not add value to SEO. Use the limited space for new keywords rather than those that were previously included. Both Jungle Scout and Helium10 offer listing builder tools that help figure out which keywords have been used and which have not. The tools save a lot of time and allow you to copy all unused keywords after you fill the fields with your listing content.
GENUINELY LISTINGS
Future sales success for a new product is often largely dependent on optimized content. This makes keyword research the vital foundation for all product listings. In addition, SEO-focused reader-friendly content improves not only your organic results on the Amazon search engine but improves PPC performance and offers others as well. An optimized Brand Registered listing will draw additional traffic from day one and become eligible for benefits like A/B testing much faster, which helps to further increase conversion rates.
Do you have any inquiries concerning writing content with an SEO focus or finding high-converting keywords? Contact our team now, and we’ll be pleased to assist with the introduction of new goods and the enhancement of current ones.
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