Keyword management and research is a continuous process for any Amazon marketplace seller. Truly understanding the customer search terms and then applying them is a must for this business.
Where do you place keywords?
Your product needs to include keywords on the ad listing, the product pages and in paid advertising campaigns. The higher the relevancy of your keywords, the higher your product ad will rank in the search results. Products ranked high in search results produce a better CVR and higher sales volumes, leading to an increased organic rank.
𝗣𝗲𝗿𝗳𝗼𝗿𝗺𝗶𝗻𝗴 𝗞𝗲𝘆𝘄𝗼𝗿𝗱 𝗥𝗲𝘀𝗲𝗮𝗿𝗰𝗵
Using a tool that allows you to extract actual data and provides insight into the exact search terms used by target audiences. This allows you to build an optimized listing and create effective PPC campaigns to increase traffic to product pages.
𝘋𝘦𝘵𝘦𝘳𝘮𝘪𝘯𝘦 𝘵𝘩𝘦 𝘔𝘢𝘪𝘯 𝘒𝘦𝘺𝘸𝘰𝘳𝘥
- Using a seed keyword or keyword phrase perform a search on Amazon. Survey competitor listings, of similar products, within the search result to determine the common keyword/keywords.
- Finally, perform a search using the common term and sort by search volume to identify the most relevant keyword
𝘋𝘦𝘵𝘦𝘳𝘮𝘪𝘯𝘦 𝘊𝘰𝘮𝘱𝘦𝘵𝘪𝘯𝘨 𝘗𝘳𝘰𝘥𝘶𝘤𝘵𝘴
Run a customer search on Amazon of the main keyword; this will help you experience what the buyer can see. Select the top 10 ranking competitors based on product similarity and revenue, and review their listings for relevant search terms.
𝘒𝘦𝘺𝘸𝘰𝘳𝘥 𝘋𝘪𝘴𝘤𝘰𝘷𝘦𝘳𝘺
Using your keyword tool, analyze the list of keywords and narrow the list to the following:
Filter any terms that have a volume of 400+. That rank organically in the top 65 or lower.
Now take these to these final steps
Title – Super relevant keywords with high search volume – top 3 ranking keywords
Bullet Points – Contain the top 4-10 ranking keywords
Backend Keywords – Top 10-20 ranking keywords (do not duplicate words from the listing!)
Product Listing and A+ Content – Any remaining relevant keywords to form the description
PPC Strategy – target all relevant keywords, high and low search volume. Segregate keywords into campaigns by search volume for even budget distribution
