What is a Keyword, and why is it important? In simple terms, a keyword is a word that describes your product best. In SEO terms, they are phrases and words that you would enter into the search engines while looking for something on the internet. So when people search for that keywords in Amazon Search, they should find your product listing. If you are selling camping chairs, for example, and you want people to find your product listing, then ask yourself this: ● Which search term do you prefer to be found for? ● Which words do people use to find your product? ● What would their search query look like? The answer would be “foldable camping chairs”. Why? Because this search term reflect your product best. So this is your keyword.
Why are keywords crucial? Keywords serve as the linchpin between your product and what the potential customers searches for. As an Amazon marketplace seller, your goal is to rank your product on top of the search results page in order to increase organic traffic. The keywords that you pick determines the amount of traffic you receive on your product page. The benefits of using keywords are: ● ● ● ● ●
It can boost your audience interest and engagement It can bring in potential customers It can increase your organic rankings It can give you insights about product trends It can increase your sales
What is Keyword Research? Keyword research is an integral part of search and product optimization in Amazon. It is the process of finding all of the relevant keywords for a product. As mentioned before, these relevant keywords are the search terms that a potential customer uses in order to find your product. Once again, let’s take the example of “foldable camping chair”. One buyer may search for the product using this exact keyword. But others may search for “camping chairs”, “foldable outdoor chair”, or even “small travel chair”. All of these search terms indicate that they are looking for a product just like the one you are selling, so you need to include all of these keywords in your product listing or backend.
Importance of Keyword Research Although Amazon is basically a marketplace, it is also something else: a search engine. Amazon makes money of each product they sell, so they WANT its marketplace sellers to do well and sell products. So, the search engine’s most important goal is to give search results that contain relevant and high-converting product listings. This is why keyword research is extremely important: with good search optimization and listing optimization, your product will be high up in search rank, which makes them the first product listing that a potential customer see after submitting the search term in Amazon Search. This results in more conversions, and that in turn results in better search rank.
The good keyword formula
Search Volume: The average number of times a keyword is searched in a month Long-tail keywords: Keywords that are typically more than one word in length Impression Rate: The average number of times your product ad was shown to a potential customer Relevancy: How closely your keyword reflects your product Trending: The sudden shift in the consumer search behaviour
Keyword Difficulty: Keyword difficulty, in SEO terms, is a metric that is used to determine how difficult it is to rank for a particular keyword. Analyzing keyword difficulty is crucial, as it tells you if a particular keyword is worth your time and effort. One of the most important factor that affect keyword difficulty is
competition. If a particular keyword has a lot of competition, then it will be difficult for your product to top the search rank. This is why competitor analysis is crucial while determining keyword difficulty of a particular keyword. Useful Resource : ​Reverse ASIN search tool​ is a competitor keyword lookup tool that digs out the keywords in an Amazon listing. Copy paste the product ASIN or the URL into the Amazon Reverse ASIN search tool. The Reverse ASIN tool extracts all the keywords that are in the product listing and the keywords that the product is indexed for.