Optimization doesn’t stop when you go beyond search engine results like Google. When you sell products on Amazon, similar principles apply to your listings just like any other SEO engine. Getting the Buy Box involves targeting Amazon’s algorithms that deliver the best experience possible to each shopper. Keywords and Search Terms provides the key that unlocks the success you want for each listing. Knowing how to find these terms can help buyers find you more often because they can accurately describe the value and quality of your listing.
What Keywords Should I Use for Amazon?
The typical keyword falls into one of two categories. It can be used commercially or for informational purposes. When looking at your options, you’ll need to review how buyers find what you sell. Are they looking to solve a problem, or do they want more data about the item?
You’ll notice bidding differences when advertising on Amazon with these different keywords. That’s why the focus should be on the attention each one generates, how much interest there is for the topic, the desire to buy, and what action will be taken. Once you decide how your audience will find you, it helps to implement the following steps.
1. Study Your Industry Niche
Have a conversation with your customers. Pay attention to the different terms they use when describing your products or the needs they want to meet. That information can serve as the foundation needed to reach more people online. You can review different forums and social media pages within your industry to view this information remotely. Try to identify the pain points people discuss in these areas for more keyword insights.
2. Define Your Business Goals
What do you hope to accomplish by incorporating high-quality keywords into your Amazon listing? The approach you take depends on the content you want people to see. Are you answering questions about your vision and values, or is the emphasis on product efficiency?
Each keyword should take you closer to your goals for each Amazon listing.
3. Use Seed Keywords
If you want to rank high for a single keyword, such as “pizza,” the odds are not in your favor. Your goal should be to find high-traffic, low-competition keywords that seed thoughts for the buyer to continue their pursuit of your listing. When you find focus keywords to use, you can find more variations that deliver consistent value throughout the content. It helps to use split testing here to see what options work the best for your audience.
4. Don’t Settle for Less
Plenty of keyword tools are out there to use for free, but that doesn’t mean you’ll get a lot of value out of that research. Most of these options don’t have any insights into search intent, much less for the specialization that Amazon often requires. Hiring an Amazon coach to help you manage this need can help you incorporate the correct terms into your content. In return, each listing can communicate effectively to potential buyers, ensuring an accurate representation occurs.
Need more help with your listing? Reach out to PR Brand Marketing for your listing needs.