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Amazon Keyword Research: Your Guide to Success in 2021
Aloha, Amazon Seller!
Want to get more conversion from your Amazon business but not exactly sure how to do that? Check out our guide for researching Amazon keywords.
On Amazon.com, the visibility and ranking of your product listing are kings since they increase conversion rate and increase sales. One of the key tools to improving search rank on Amazon is Search engine optimization.
Since your customers search the product by keywords, the product should be assigned a relevant category and the listing should contain proper Amazon seller keywords set depending on your keyword strategy. The keywords should as closely as possible match customer search terms as the A10 Search engine selects your items by relevance.
Highly-ranked keywords help increase your product ranking and conversions, as well as bring external traffic to the Amazon page.
In this blog, we will talk about Amazon keyword tips, how to do Amazon keyword search, tactics of keyword research for Amazon products, and discuss, what factors influence your Amazon keyword strategy.
Keyword Strategies: SEO Sales vs. PPC Sales on Amazon
On Amazon, there are two types of search sales: Organic and Ad sales. Organic sales on Amazon happen when a shopper finds and buys your item without you advertising the product for better placement on search results. If you put your efforts into your organic sales increase, you will need to focus on Amazon Search Engine Optimization (SEO).
Ad sales, or Amazon PPC sales, happen when a shopper finds and buys your item through an advertisement. Running a PPC campaign is the most efficient way to get your product to the first Amazon Search Results Page.
To easily determine the volume of your Organic and Ad sales, and see the figures separately, you can apply the Amazon seller tool, which can do it for your convenience.
Of all Amazon Sponsored Ad types, which are three - Sponsored Product ads; Sponsored Brand ads; and Sponsored Display ads, Sponsored Product ads promote your individual items on product details pages and search results. This type of advertisement becomes more and more popular as it attracts traffic to your listing and drives conversions. For it to work the best you need to conduct keyword research Amazon keyword and outline trending searches on Amazon for your product.
Here’s how it works: to launch Sponsored Product ads, just need to select a product, choose the target keyword, and allocate a budget. Once done, Amazon will launch your ads automatically for a suitable audience.
No matter whether you select organic or paid search strategy as your focus, or a combination of both, keyword types should be selected and applied according to the function assigned in such a strategy.
What Are the Amazon Keywords?
Amazon keywords are Amazon keyword search terms, in the form of words and phrases, that shoppers type into the Amazon search bar. The right keywords are directing your customers to your listing with the help of Amazon’s own A10 search algorithm.
Optimized selection of Amazon keywords is vital to make your product visible to buyers. It is an essential part of your marketing strategy targeted at bringing your product to page one of Amazon search. Doing your keyword research, always keep in mind that Search engine optimization (SEO) on Amazon is a crucial element of boosting your ranking and sales.
However, if you try and include too many keywords in your listing, this would negatively affect your listing’s readability and clarity, and shoppers would not properly understand the information related to your ASIN, which may result in a lot of negative reviews and low ranking as Amazon search engine considers reviews.
What are the Different Keyword Types?
There is a number of functions for keywords in the Amazon strategies, and different keyword types within those functions.
Organic Search: Frontend and Backend Keywords
Search terms Amazon are aimed at helping buyers find your item among millions of products on the platform. On the Amazon marketplace, two types of keywords are applied.
The first type is primary keywords, which you include on your listing and which are visible to the shoppers. They are called Frontend Amazon seller keywords and the Amazon A10 algorithm considers them for the indexation.
Amazon’s frontend keywords are located on product listings within product titles, bullet points, product descriptions, and other product details. Amazon has guidelines and best practices for using frontend keywords, directed at them being precise, relevant, and having high Amazon keyword search volume.
Amazon Search Terms Guidelines:
- Stay under length limit;
- Include synonyms;
- Include spelling variations, no need for misspelling;
- Include abbreviations and alternate names;
- You can use all lower case;
- You don’t need punctuation, such as: ";", ":", "-";
- Separate words with spaces;
- Don’t repeat words within the Search Terms field;
- Don’t include your brand or other brand names in Search Terms;
- Don’t include ASINs in Search Terms.
- No need for stop words such as “a,” “an,” “and,” “by,” “for,” “of,” “the,” “with,” and so on;
- Use singular or plural, no need for both;
- No temporary statements such as “new,” or “on sale now”;
- Don’t use subjective claims, such as “best,” “cheapest,” “amazing,” and so on;
- Don’t add abusive or offensive terms.
The second type, Amazon backend keywords, is playing in the background of the stage of your Amazon search terms optimization to boost your product visibility being invisible themselves. Shoppers cannot see these keywords Amazon, though they are indexed.
Adding backend keywords Amazon to your listing gives you the possibility to include to your listing the keywords you were not able to include in the visible page of your listing. For instance, you can add abbreviations, commonly misspelled versions of your product name, and additional Amazon FBA keywords you couldn’t fit in the listing. You can find out more details on backend words here.
Ad Sales: Keyword Match Types
There are three keyword match types used in the PPC campaigns: Exact, Phrase, and Broad.
An exact match is the search query with an exact keyword or phrase, or very close variations. It shall be in the same word order and cannot contain additional words.
Phrase match is the exact phrase, or close variations, included in the same sequence as the keyword term. The search query may contain words before or after the keyword term.
Broad match is the search query containing all the keyword terms or close variations. Words can be in any order and contain additional words.
One more type, Broad Match Modified, is applied with Sponsored Brands ads. You can specify words that must be included in the search term by adding a + symbol before it.
Negative keywords allow you additional control over the customer search queries that can trigger your ads. They are used when you’ve added phrases and especially broad match keywords to your PPC campaigns. Negative keyword match types are negative exact and negative phrases.
Long tail and short tail keywords
Long tail and short tail keywords are the two ends of keyword research Amazon. Short tail keywords stand for one-, two-, or three- words long search terms. For the long-tail keywords, the search volume is much higher, the costs are higher as well due to higher competition.
Long-tail keyword phrases are much longer, and consist of four words or more, but have a higher probability of conversion and a lower cost.
How to Do Amazon Keyword Research?
There are several Amazon keyword research tactics.
1. Run Amazon PPC Automatic Campaigns
When you set up ad campaigns for Amazon pay-per-click advertising (PPC), you can select between Amazon PPC Manual Campaigns to choose your keywords, and Amazon PPC Automatic Campaigns, when Amazon does it instead of you. You can find a report for your keywords under Reports > Advertising and pick out the best-converting keywords.
2. Perform a Reverse ASIN Search
Reverse ASIN lookup, or reverse ASIN search is used to trace competitor’s bestsellers and see their best performing keywords. With the help of Amazon ASIN lookup, you can find your competitor’s ASIN and their most successful keywords you can use in your own PPC campaigns.
Amazon ASIN lookup shows what keywords the item is currently ranking for, and those that your competitors use to boost their sales. This process is similar to looking up search terms and researching which ASINs rank top on a term-by-term basis.
Reverse ASIN keyword search helps perform keyword research on competitor items and compare them with your own results. Search by ASIN needs to be done by targeting ASINs directly competing with your products. You should select only the keywords and search queries that are relevant to your items. You can find more details about reverse ASIN keyword search here.
3. Use Amazon Autocomplete
You may consider Amazon autocomplete as a tip for keyword update, as it hints at the most frequently searched terms. It may help your Amazon keyword optimization and Amazon keyword research. And keep in mind, that the keywords should as closely as possible match customer search terms as A10 would select your items by relevance.
4. Use Amazon Keyword Search Tools
Amazon keyword tips can be found by entering phrases into any of the Amazon keyword research tools, which are a lot on the market.
5. “Clean out” Underperforming Keywords
One part of your keyword research is optimization. You need to analyze underperforming keywords where optimize advertising cost of sale (ACoS), as well as conversion rates on top keywords for additional opportunities. Discover how to do it, here.
6. Use Branded Keywords Campaign
Most of the brand owners, especially if they have a new brand, never think of bidding on their own brand as a keyword. However, if you do, your brand name becomes more visible to the Amazon A10 algorithm.
Selecting the right keyword strategy for your product is tricky and requires a lot of effort. However, it’s not less important to monitor the efficiency of all your product business metrics. On Amazon, you always need to stay on top of all your product KPIs. To do that, you need to constantly monitor your main business metrics to maintain and grow your product. Keeping track of your figures is a key to maximizing your profits. Get your easy and visual business analytics with SageSeller’s dashboards. Try them now, it’s free.