With millions of sellers vying for customer attention, keywords are essential for getting shoppers to find and purchase what you’re offering. Using the wrong keywords on your Amazon product detail page will lead to traffic acquisition with lower conversion rates. This is precisely why it is fundamental for businesses to devise a meticulous Amazon keyword research strategy and optimize it to find the right fit.
Stop wondering how to get the most of your product listings. Our quick guide will teach you strategies to improve your Amazon keyword strategy, acquire more customers, and run more efficient advertising campaigns.
What is Keyword Research?
Amazon search optimization is a key part of success on Amazon. Keyword research entails searching for all relevant search terms or keywords that customers might use when looking for your product on Amazon.
Nearly half of consumers start with Amazon search when considering products to buy, and they have unique ways of conducting their product search. For example, one customer may search for a television by typing in “television”, but another customer may specify “television 40-inch HD”. We’d classify these as different search queries.
Accordingly, it is possible that some customers may have an idea of why they need a product and not what the product is. For instance, if a customer looks for “relaxing gifts for women”, the search intent shows that the customer’s awareness about a product’s purpose. However, if a customer searches for “lavender bath sets for women”, this indicates that they have knowledge about the specific product itself.
Amazon Keyword Research Strategies for Results
Keywords are what connects listings with customer search terms to make products appear in search results and, ultimately, drive sales. If you overlook keywords, then your product won’t have a chance of being seen by potential customers.
The bottom line: Amazon keyword research can help you take your business to the next level by giving your brand an edge over competitors in search results. No matter how great your product is, it still needs to be found by shoppers.
1. Use Amazon’s Auto-Targeting Campaigns
You’re looking to scale your success, so you’re likely already advertising. Using an auto campaign is a great way to see what search terms are becoming clicks from shoppers. It’s also an interesting source of competitor ASINs that you can also use for inspiration and keyword research.
You can also utilize harvesting rules within Trellis’ platform to auto-harvest high-performing keywords.
2. Put Yourself in Your Customers’ Shoes
You know the unique selling proposition of your product, what sets you apart from your competitors. However, how you refer to something might not be how your buyers refer to the same thing. Your listing should include both solution-oriented keywords as well as feature-oriented keywords. Ask questions like:
- Why do customers buy our product?
- What kind of questions do customers ask about our product?
- What is our customer intent?
- What is our ideal customer profile?
- What features do customers associate with our products?
- What are the customers’ pain points?
- What solution does our product solve for customers?
Answering these questions will help you get in the minds of those who will end up searching for your product. Explore online customer communities on platforms such as Quora, Facebook, or Reddit.
3. Scan the Competition
Your competitors are a gold mine for keywords you may have forgotten. Skimming through your competitors’ product titles can give you some new keyword ideas which are synonymous with your product line. In most cases, the product titles include the primary keywords which your competitors are targeting. Look out for those repeated phrases in the product title to create a list of keywords that can help shape your Amazon keyword strategy.
4. Let Amazon Help You
Without the right mindset, strategies, and tools at your disposal, Amazon keyword research can turn into a tedious process. Luckily, this is where Amazon steps in. Using the platform’s autocomplete function can be an easy way to find keywords. However, this method requires quite a bit of time and patience as you’re doing this manually. To get started, type in your product name followed by each letter in the alphabet and see if you can identify a strong pattern in Amazon’s keyword suggestions.
For a more automated method (or at least a lot of search at one time), tap into your unique Search Query Performance Report.
5. Balance Traffic and Competition with Amazon Keyword Tools
Keywords with high search volume are the most-searched terms by Amazon users for a particular product. It’s important for sellers to target these popular terms, as they have greater exposure in the marketplace and can potentially drive more customers towards your listing!
However, almost every seller on Amazon wants to rank for high search volume keywords. Therefore, the competition for these keywords is stiff. This is why you should strive to find the right balance between traffic and competition by targeting high volume, low competition keywords.
There are a ton of keyword research tools in the space that can help you find opportunities. Personally, we recommend our free tool. Additionally, you unlock so much more keyword and search term insight inside our platform.
Amazon Keyword Strategy Automation
If you want more sales on Amazon, the first step is to make sure your product listings are discoverable. The right keywords will drive potential customers and increase conversions, both through PPC campaigns and organic traffic. However, a challenge for any seller might be finding the right combination of high, medium, and low competition keywords to target before their competition does.
Book a demo today to see how Trellis can help you grow your Amazon business efficiently and effectively!
