Whether you’re launching a brand-new product or adding another to your private label roster, performing thorough Amazon keyword research is essential to attracting buyers to your product listing.
Part of the process involves picking a main keyword or phrase to target for your initial marketing and ranking efforts on Amazon. So the question becomes: how do you choose the best main keyword for your product?
If done correctly, your Amazon keyword research should render search term options that are the most relevant to your product and have a strong amount of search volume (demand).
For a more complete guide on performing superior Amazon keyword research, get The Ultimate Guide to Amazon Keyword Research:
To ensure you choose the best keyword for your Amazon listing, here are seven things to consider before beginning your keyword research efforts:
1. Where is Your Keyword Data Coming From?
Is your keyword data originating from Amazon estimations, or from other search engines like Google, Bing, YouTube, and others? Your answer can set the stage for whether your product will ever be found by customers in the Amazon search results.
While using standard search engine data may sound good on the basis of search volume, you must also consider the “customer intent” of that search data. When people perform search queries on search engines, their intent varies widely, causing the search data to vary along with it.
Typically, people who search for products on Google, Bing, or YouTube are seeking information about those products rather than the products themselves.
When people search for products on Amazon, they are seeking products they intend to buy. Sure, each listing has a product description, customer reviews, and product features, but seeing the information leads to a purchase.
If your keyword looks promising in Google Analytics, you should ensure that it also performs well in Amazon’s A9 algorithm. Make sure the data you are referencing is based on Amazon estimations instead of other search engines for the best accuracy. Using an Amazon keyword research tool like Magnet is your best bet for making sound keyword decisions on Amazon.
2. What Are Your Competitors Doing?
While you definitely want to offer a product that is different from your competitors, keeping an eye on their strategies can provide you with valuable insights to succeed in your own Amazon endeavors.
Your biggest competitors are doing well for a reason, so don’t ignore them. Instead of starting from scratch when creating your ideal keyword list, use them as a benchmark or a springboard from which to model your own keyword strategy.
You can reverse-engineer their keyword strategy by running a reverse ASIN search with a tool like Cerebro to determine which keywords your competitors are ranking for. From there, you can dive deeper into related seed keywords to look for more opportunities your competitors may not be exploiting.
Check out this video below about how to find the most effective keywords among your top competitors.
3. How Relevant is Your Keyword to Your Product?
Relevancy is one of the key elements to choosing the right keyword to target on Amazon. If your ideal customers type in your chosen word or phrase into the search box, will they be happy or confused to see your product pop up in the search results?
Not only are relevant search terms important to your would-be customers, but they are also crucial to Amazon. The e-commerce platform optimizes its search results to encourage people to BUY.
If you choose to target a keyword that’s not extremely relevant to your product, customers will likely ignore your listing and Amazon will push you down in the rankings.
Amazon may also de-index certain keywords if a keyword you are trying to rank for is irrelevant to your actual product.
You may be able to improve your keyword relevancy by choosing one that mentions a feature that differentiates your product from your competitors. Try finding a descriptive phrase that includes your relevant keyword and an important feature. (Example: try targeting “Collagen Peptide Pills” if you sell collagen peptides in pill form instead of powder form).
4. Are People Searching for Your Product?
If you think you have found the perfect keyword to target for your next Amazon product, you need to ask yourself…
“Does this keyword or phrase have enough search volume?”
Search volume is an important factor to account for because if no one is searching for your phrase, you’re wasting valuable real estate in your listing.
Even if you have a great product that solves the issues of your competitors, no one will ever find it via Amazon search if you do not choose a keyword that has a high amount of search volume.
Specifically, look at the exact match search volume for that keyword or keyword phrase. Anything below 500 searches per month is generally considered low, so look for the main search term that exceeds that number. Low search volume keywords can be important to your success over time, but the keywords you choose to target for your initial product launch should receive many more searches.
5. Long Tail VS Short Tail Keywords: Which Are Better?
Whether you choose a long tail keyword or a short tail keyword depends on a few factors, all of which relate to your specific product niche. Ideally, a good keyword to target has a high search volume per month with relatively low competition.
Short tail keywords are often more competitive and coveted among well-established listings because of their high search volume, but can also be very broad and not specific for certain product niches. They can also quite expensive to use in Sponsored Products Ads. In a nutshell, proceed with caution if you’re a new seller looking to target a high-volume short-tail keyword.
Long tail keywords are often less competitive due to their specificity to sub-niches within product niches. Because they are so precise, they are not sought after by all sellers in any given niche, and therefore can typically be used in Sponsored Products campaigns for much less than short tail keywords. These conditions make them ideal for use as the main keyword for a new product launch.
6. What About Keywords for Product Launches?
While we won’t get into product launches right now, here’s a quick tip: if you’re launching a product, make sure you pick a keyword or phrase that won’t “break the bank” if all goes well and you land on page 1. Meaning, if sellers on page 1 are selling 500 units per month, make sure you have well above that amount of inventory on hand if you plan to target the same high-volume phrases that they target.
Unless you can find a way to get customers to buy at full price, you’ll need to heavily discount at the beginning to get some initial sales rolling in by releasing a certain number of discount coupons to the public. Coupons are typically discovered using advertising (think Facebook ads), while traffic gets pushed to your listing via a 2-step URL containing your keyword phrase.
7. Are Your Keywords Marketplace Specific?
Usually, your first listing might be for Amazon in the United States (Amazon.com). If you use a keyword research tool such as Magnet and Cerebro, you will notice that there are highly searched words in Spanish shown as well. These are important to have and usually are overlooked by many other sellers.
Usually, the next marketplace sellers expand to is Canada (Amazon.ca). They make the mistake though of assuming that since Canada is an English marketplace, they can just copy and paste their United States listing.
You MUST perform your keyword research specifically for Canada as well. You will find that the highest searched terms in Canada are probably different than the United States. Additionally, there is not a strong search volume for Spanish words there, but French is the other dominant language.
The same goes for the European Amazon marketplaces. Do not copy your United States listing and use it in the United Kingdom. Perform your keyword research specifically for the UK market (Amazon.uk).
Do not just directly translate your UK or USA listing into the other European marketplace languages. Do the research for each European market individually, THEN give your research to a translator to “spruce up” the listing so it reads well to native speakers.
What other factors do you consider when performing Amazon keyword research?
Let us know your thoughts in the comments below!
Cerebro is Jonathan's favorite Helium 10 tool because of it's versatility and value for FBA sellers.
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