Are you up to date with the latest keyword research guidelines and tools for your Amazon listings and advertising? It is important for you to do in-depth keyword research to optimize your product listings – and both Amazon and Google SEO. Amazon’s A9 algorithm is constantly evolving and so are ZonGuru’s tools which reflect these updates!
What are keywords and why is it important to do your keyword research? In a nutshell, keywords are words or phrases that are related to what customers are searching for (i.e. non-stick waffle maker, microwavable egg mold, etc). When you use the wrong keywords in your product listings it will absolutely hurt your Amazon sales.
Keyword research should be part of the standard procedure prior to your product launch. Keywords play an important ranking factor that Amazon uses to determine which page your product lands on when customers search for it. Keywords can be used for your Amazon advertising as well as helping you to generate more impressions, clicks, and sales on Amazon.
Back in the day, one of the aims of keyword research was to fill your product listings with keywords customers were looking for to drive listings to the top of search results. However, some things have changed and you will be punished by Amazon if you don’t follow their terms. It is important that you focus on the quality of the keywords used to increase searchability.
Types of Keywords
Essentially, keywords can be categorized into 2 types:
- Short-tail Keywords – Short-tail keywords usually have 1-3 words, have a high search volume, and more competition. Short-tail keywords can be broad for certain categories and commonly used among sellers.
- Long-tail Keywords – Long-tail keywords have 4 or more words strung together with a low search volume and are usually less competitive. Long-tail keywords are more specific and less used by sellers.
For instance, “egg cooker” is known as a short-tail keyword while “egg cooker with automatic shut off” is considered as a long-tail keyword. Amongst short and long-tail keywords, these can be categorized into 3 different types on Amazon.
- Broad Match — The keyword can match a customer’s search terms in any order along with other close variants of your keyword.
- Phrase Match — The keyword can match with customer’s search terms that consist of additional words before or after it, minor misspellings, and plurals.
- Exact Match — The keyword has to match customer’s search terms exactly without any other terms in the search; only minor misspellings and plurals are allowed.
How Do You Find Customer Searched Keywords?
There are 2 methods you can use to find keywords that customers searched for on Amazon. Before we look at these 2 methods, you’d want to use Google Keyword Planner to determine keywords search volume and other keywords ideas. Once you have chosen a few keywords with high search volume on Google, you can then proceed to do your research on Amazon
Let’s delve into the first keyword research method. Type in your product name in Amazon’s search bar and you will see a list of relevant keywords used by customers as shown in the screenshot below,
You can then compile all these keywords in a spreadsheet and filter them accordingly. I wouldn’t recommend this method because as a business owner, your time is best spent growing the business instead of wasting time on tasks that can be automated.
Which brings us to the second method which is utilizing software tools that will make your job easier by automating the process. Let’s take a look at ZonGuru’s brand new (free) keyword tool and the 3-step process that allows you to identify the following:
- Keywords rankings
- Up to date monthly search volume for any keywords on Amazon
- Spy on competitor listings that get the most traffic and their conversion rates
Step 1 – Enter Your Keywords
Using keywords you obtained from Google Keyword Planner, insert that into ZonGuru’s keyword tool and hit the “Get Results” button and within seconds, you will get a list of products with all the details such as ASIN number, click through rate, conversion rate, keyword rank, and monthly search volume as shown in the screenshot below.
Step 2 – Compare Results
Compile your results in Google sheets and perform more searches using keywords from Google Keyword Planner. The main goal here is to figure out which keywords have the highest search volume, click, and conversion rates.
Utilizing the data, you can determine whether your main keyword phrase be: “Egg cooker” or “Egg boiler” depending which has the best search volume and higher conversion rate. Also, you can pinpoint which competitor’s listings are getting most of this search volume and use those keywords to your advantage.
Step 3 – Use Main Keywords to Optimize Product Listing
Once you have done your comparison, use the main keywords to optimize your product listing and backend search terms. Product listing optimization is one of the important steps that sellers need to do in order to generate more Amazon sales and profits.
Pro Tip: Taking things to the next level, you can use this set of keywords across ALL your social media posts (i.e. YouTube video title and tags), naming convention for source files (i.e. image file name), and all other related areas for consistency purposes and SEO.
Now that you know how to find your best keywords to be used in your product listings and help customers locate your products on Amazon, remember to execute the 3 steps mentioned above. Click HERE to use ZonGuru’s new keyword tool.
Please comment below should you have any questions in regards to the new keyword tool or any other selling on Amazon e-commerce questions.