Keyword Chaos: Crazy Ways to Optimize Your Listing
Posted on: August 19, 2019 | Posted by: Izabela Hamilton |
Have you ever lost your wallet?
Not just misplaced it at home and found it
after a few hours of searching through couch cushions, but really lost it -to
the point of having to go through the hassle of canceling credit cards, opening
up identity theft alerts (just in case) and worrying about all the cash you may
This is what it feels like when you don’t take
the time you need to perform thorough keyword research. You may be left to
wonder what competitors are ‘stealing’ your sales, and spending a lot of time
dwelling on the dumb move that led to missed sales and lost opportunities for
cash in the first place.
Whether you are an Amazon Amateur or a super
salesman, keyword research is critical to the success of your Amazon store
You’ve heard of MVP’s in sports, but in the
Amazon world, we have MVK’s: Most Valuable Keywords.
In reality the more keywords you pour into
your listing, the better, but some keywords or phrases are more important than
others. Let me give you an example. I am searching for girls tights for my
niece’s dance class. I go to Amazon and search the words “girls tights” and get
hundreds of results of different kinds of tights from convertible to footless
and colored tights to multi packs.
This is where your MVK’s come in. When you are
doing keyword research it is important to first-know the attributes of your
product inside out and backward, and second-think like your customer. When you
know what differentiates your tights from your competitors, you can think about
what your customer may use to search.
For the tights example, if I know my tights
are convertible, pink and fit girls sized 6-8, I am going to want to make sure
that customers searching for those specific terms can find my listing. These
words and phrases are some of my MVK’s because they describe what a customer is
When I begin my keyword search, I open a new spreadsheet and divide into three columns as follows:
Your primary search terms will be the most
obvious terms that your customers may be searching for. In the tights example,
some of my primary keywords would be:
Girls pink tights
Girls convertible tights
Girls tights size 6-8
While your primary terms are the most
important words and phrases that describe your product, secondary search terms
help answer some customer questions as well. Again with the tights example:
How many pairs come in a pack?
Are they soft?
Will the elastic waistband stay in place or
does it roll?
Answering questions about a product can also
help you during the research process.
Important secondary keywords can also be found by taking the time to look at similar products sold by your competitors. Read 7-10 competitors titles, bullets, and descriptions and take note of what keywords are used most frequently throughout.
You can see in the image above that the first
four results showing in my search also use the words ‘transition tights’ so
this is a good example of getting keyword ideas from competitors that I may not
have thought of on my own.
Another way to determine secondary keywords is
to think of products that complement the one you are selling. In our tights
example, people may also be looking for leotards, ballet or tap shoes, tutus,
or even dance hair accessories. These phrases would go in your secondary list
of words and should be used either in one of your bullet points or as your
backend search terms.
For many Amazon sellers, the idea of keywords
research is daunting. So whether you choose to outsource your research, or take
on the task yourself, here are a few of my favorite tools to get keyword
research done efficiently:
My absolute favorite pick for keyword research
is Helium10. While this whole site is an amazing resource for Amazon sellers,
my favorite tools by far are the Black Box, Cerebro, and Frankenstein.
Black Box gives you an insight not only into the search volume but also the potential monthly revenue of certain phrases. Featuring highly accurate data, Black Box saves you time and money by helping you generate highly searched keywords or phrases.
Cerebro is also a fantastic resource as it allows you to do a reverse ASIN search and get a list of keywords your competitors are currently ranking for. Even with an unpaid subscription, you can search a few ASIN’s on a daily basis to get a hand up on your competition. Your Cerebro results will show you the Amazon search volume, competing products using that keyword, and even keywords that are ranked as ‘Amazon’s Choice.’
And this third tool I love by Helium10 is the
Frankenstein Keyword Processor which allows you to take your finished list of
keywords, enter them into their form, hit process, and come out with a list of
keywords to use on the backend- without any duplicate terms.
As we’ve come up with ideas for our tights
example, we’ve used the words girls, tights, dance, and ballet frequently, but
in relation to different search phrases. With Frankenstein, you can pair these
phrases down so that each word is only listed once in your final list.
Having trouble thinking of what terms your customers may use or questions they may have? Let Soovle help! Designed to show you what the world is searching for on a variety of sites like Google, Amazon, YouTube, Yahoo, Bing and more, you will get a good idea of what terms need to be included in your listing.
BuzzSumo shows what topics are trending throughout the web. By doing a simple search for ‘girls ballet tights’ I found that ballet tights, dance tights, footed tights, and hold and stretch tights are all terms being used or searched frequently. This is also a great tool to come up with blog ideas if you also have a website.
This one shouldn’t come as a surprise. Whether
you use the auto-complete feature on the search bar to find keywords, search
competitor listings or related products as discussed previously, using Amazon
in your research is a powerful way to beef up your listings
The Keyword Craze
Whatever tool you choose to use for your
research, the most important part is to be thorough. This is the key between
watching your sales soar as a result of your efforts, and worrying about what
competitors are doing to ‘steal’ your sales.
Izabela Hamilton is the Founder and CEO of RankBell, a brand accelerator that helps Amazon businesses grow to 7 & 8 figures through driving organic keyword ranking and optimization. To learn more about how Izabela helps Amazon sellers, click here.
Izabela Hamilton is the Founder and CEO of RankBell, a brand accelerator that helps Amazon businesses grow to 7 & 8 figures through driving organic keyword ranking and optimization. Izabela is on a mission to help third party sellers make an impact with their brands, build sustainable wealth, stop stressing about financial security, and start living the life they’ve always dreamed of. To learn more about organic Amazon keyword ranking, reach out to Rankbell online.