The first thing that comes to your mind when you hear “search engine” is probably Google. However, if you sell on Amazon, then it’s likely that your potential customers are using a different search engine… Amazon.
That’s right! Amazon is a search engine. That’s why it’s important to include the right keywords in your Amazon listings. Doing so ensures that potential buyers will see your products high up in the search results.
The good news is, it’s easier to rank for specific keywords on Amazon than it is on Google. However, Amazon’s SEO tactics are different than Google’s, so below we outline what makes it different and a few Amazon keyword research tips.
How Does Amazon’s Search Work?
How Amazon ranks search results depends on two things: the relevance of the product page and the conversion rate. That means your listing must be relevant to what the person is search for and the product is something they want to buy.
To do those two things, you need to know how to optimize your product listings with the appropriate keywords, and you need to lower your bounce rate. Be sure to keep that in mind as you go about your amazon keyword research.
#1 – Use your own personal search experience.
This may sound a bit obvious, but it’s the best place to start. Think about the online searches you’ve done when you’re shopping on the Internet. What types of keywords did you use? What comes to mind when you think about the product you’re describing? Make a note of all the keywords you can think of that relate to your product.
If you can’t think of enough keywords, you can also peruse Facebook groups or Reddit threads to see what people online are saying about your product. For example, you may find that customers use brand names more often than generic names like Band-Aids rather than adhesive bandages, or Kleenex rather than facial tissue.
#2 – Look at your competitors’ products.
Another way to find keywords is to check what other sellers are using for the same for similar product you’re selling. You may find a few keywords that you hadn’t thought of. Sometimes just a quick glance through the product titles will provide you with synonymous keywords you’ve forgotten (for example, genuine, real, 100%, pure).
#3 – Use Amazon autocomplete.
You can utilize Amazon’s own feature, autocomplete, as a tool for finding keywords too. You probably already know that if you type just a few characters in the Amazon search box, you’re automatically given product suggestions.
Amazon displays the terms that are most searched for, making autocomplete a useful and legitimate place to find keywords.
#4 – Use the “frequently bought together” section to find complementary keywords.
Complementary products are items that shoppers often buy together. Looking at the “frequently bought together” section shows you various products that are commonly purchased along with the original item. For example, on a product page for a Keurig coffee maker, you’ll find coffee K-cups and a K-cup storage rack in the frequently bought together section.
You can use this section’s product ideas to include in your listing, specifically the bullet points or product description section. To explain this tactic further, let’s you the Keurig coffee maker example again. Let’s say you sell these coffee makers; you could possibly have the following bullet points listed on your Keurig coffee maker listing:
- Use with your favorite K-cups for a delicious and fast cup of coffee
- Easily fits on top or alongside your K-cup storage rack for convenience
Using these other keywords in your product listing means your product can be visible to additional shoppers who may be searching for the k-cups or k-cup storage rack.
While they may not be looking for the coffee maker directly, their search behavior shows that they may be interested in your product.
#5 – Use keyword research tools.
If your amazon product catalog has more than a few product lines, you may want to start using a keyword research tool to help optimize your Amazon product listings. You can try Sonar, Keyword Tool, and SellerApp for free.
Final Thoughts about Amazon Keyword Research
Using the tips above, you should be able to come up with a list of keywords that are ideal for your product listings. Always keep in mind that it isn’t solely keywords that will elevate your products to the top of the search results.
You also have to keep your bounce rate as low as you can to show Amazon that your products sell. That means choosing keywords that are relevant to the shopper. Don’t keyword stuff so your product listing shows up to just anyone. You want it to show the right shopper who is ready to buy your product.
When you get that combination down, you’ll move up in the search result rankings and improve your bottom line. Check out these 7 types of Amazon product images you need to boost conversions.