For Amazon sellers, it’s important to understand that customers have different search habits on Amazon compared to Google. Shoppers are more likely to type ‘product-centric’ search queries into Amazon.This means if you’re relying on Google AdWords search volume data for your keyword research, it’s unlikely that you will be capturing an accurate keyword selection that will improve search rankings for your product.
Keyword research will directly affect your sales (a customer can only click on your product if it shows up in Amazon’s search results), which is why taking the time to do comprehensive keyword research for your product will prove to be extremely valuable for your bottom line.
Understanding Amazon SEO (and the A9 algorithm)
In order for your product to show up in Amazon’s search results, you will first need to understand how Amazon’s search engine works. Amazon only cares about increasing purchasing likelihood, and consequently it’s A9 algorithm sorts search results by looking at two factors:
- Performance: A product with a strong sales history will rank higher in Amazon’s search results. The key metrics you will want to improve are Click Through Rate (CTR), Conversion Rate (CR) and overall sales.
- Relevance: How well your product (via keyword research) matches the search queries of the Amazon customer.
We will be focusing on the relevance factor, where keyword research plays a huge role in ensuring you’re ranking for the relevant keywords to improve your product’s search rankings on Amazon’s SERP.
Keyword research for a new product on Amazon
The first step is to research as many relevant keywords as possible that could potentially match the search queries of the customer. If you forget to include a relevant keyword, you risk your product not showing up at all in Amazon’s search results for that customer search query.
When embarking on keyword research for a new product, a good starting point is to look at the keywords your competitors are trying to rank for, and try and replicate (and eventually grow) that list.
You can use Sonar (a free Amazon keyword tool) to quickly scale your list; copy & paste the ASIN of a competitor’s product into the Reverse ASIN search bar and Sonar will populate a list of the top keywords your competitors are using.
Sort relevant keywords by search volume
Sorting your keywords by search volume is an effective way to drill down to a list of relevant keywords for your product. Sonar will display a search volume estimate for the keyword recommendations populated; this will give you a pretty good idea of the valuable keywords you will want to plug into your product listing.
Research and bid on long tail keywords
Go through your Search Term Report to find long tail keywords you will want to bid on in your manual campaign. Long tail keywords are extremely valuable because they have a higher conversion rate and lower CPC cost, as there is less competition (and search volume) for these keywords. These are the keywords used by customers with a more specific search intent, meaning you will be targeting customers further down the conversion funnel.
Tip 1: Copy & paste the long tail keywords you’ve identified in your Search Term Report into Sonar, which will then generate an expansive list of relevant keywords, which you’ll be able to export via Excel and add into your manual campaign.
Tip 2: Focus on adding unique keywords to your Seller Central backend search fields. As of April 2017, you only have 250 characters max for all 5 search fields, making it critical to only add the most valuable keywords in the backend. Make sure to avoid keyword repetition; Amazon only pays attention to individual keywords (and not search phrases) in the backend.
For Amazon sellers, keyword research plays a huge role in ensuring you are ranking for the relevant keywords that will improve your product’s visibility on Amazon’s SERP. By taking the time to research and build a highly relevant keyword list, you will be better equipped to create optimized product listings that will convert for you.
About the Guest Author:
Franz Jordan is the CEO of Sellics, a powerful All-in-One tool that combines everything sellers need to be successful on Amazon. Whether you’re looking to increase sales or lower your ACoS, you can now manage your Sponsored Product campaigns entirely in our PPC Manager. Other features include our profit dashboard, keyword ranking optimizer, competitor monitoring, and more. We offer a 14-day free trial for new users.