Amazon is the world’s ‘all-you-can eat’ buffet of products and any seller or marketer’s throne for kingdom-hood. With millions of transactions every day, an Amazon listing is ‘your voice’ to the world. A powerful product listing copy that converts is crucial to being an A-List Seller. And to put a halt to your depleting sales numbers.
In the world of online business, particularly Ecommerce and a large online platform like Amazon, your product listing page is highly dependent on a calculated and well implemented Amazon Product Keyword Strategy.
Below we will look at 4 of these crucial strategies.
1. Know Your Competition’s Market
Knowledge is power! Being aware of the “market landscape” and knowing who your competitors are and what they are offering, is a powerful weapon!
Knowing your competitors inside out can in turn help you create your products, services and marketing in a way that is stronger and far more powerful than what’s out there currently.
Constantly keeping an eye on your competition will provide you a wealth of knowledge and an ocean of information that gives you an effective ‘vantage point’ to make your products or services more ‘appealing’ and visible to the same audience that you and your competition are competing for.
You’ll be able to tailor your Keyword Strategy according to what your competitors are doing and not doing.
Now, let’s come to the tactics. What should you know about your competitors? Here are a few areas you can analyze and stay abreast with:
- The back end, front end or merchant keyword strategies your competition is employing for their product launches and campaigns
- The products or services they provide and how they market them to customers
- Their brand and design values
- Whether they innovate – business methods as well as products
2. Research Relevant Keywords
Keyword research is an important part of your Amazon product launch. Investing the time to properly assess the most important keywords in your niche can maximize your revenue potential. It can also position your product to be the highest asked item for valuable search queries.
But it’s a science and an art!
Have you have seen Amazon product listings with the super-long, keyword-stuffed, one-size-fits-all, uber-optimized product title, you may wonder what human would read such a title and be convinced to purchase the product. This is a valid question. Humans don’t naturally like long sentences.
Sellers who know this use these long titles so that their product shows up in more searched. They’ve done keyword research to identify the exact search terms they want to target. By incorporating variations into their title, description, bullet points, FAQs, and even images, they are improving their chances of being seen by potential customers.
Here are 3 ways you can do solid Keyword Research for your next product launch on Amazon:
Google Keyword Planner
Google’s Keyword Planner is a free tool that shows you estimated search volumes for any word or phrase. It can also help you find other related phrases.
While Keyword Planner and Site Explorer are great, simplistic methods for finding keywords, Keyword Scout is also effective.
It is an Amazon keyword tool that uses real Amazon PPC data to discover powerful keyword opportunities.
Hiring an Ecommerce Specialist
This 3rd approach in Keyword Research is the most rewarding, hassle-free, cost-effective, time-freeing and results oriented. Hiring a qualified Ecommerce Specialist frees you from the time, hassle and effort of Keyword Research, while giving you an edge over your competitors with a solid, skilled, experienced and expert Ecommerce Specialist that will do all the work for you.
3. Prioritize the top Keywords
Give strong priority to the keywords with the highest most relevance and potent search potential, based on all your research. Make sure these keywords are placed first in the product listing’s Title, as well sprinkled nicely throughout each of the 5 bullet point descriptions.
This will result in your product ranking higher on Amazon and on Google while being algorithm friendly. More powerful and prioritize keywords automatically mean more brand visibility and higher product sales.
4. Adding Keywords in Title
Just as with Google title tags are very important, but instead of 60 characters you get 195 with Amazon. Also, unlike Google, the longer and more detailed the title, the better. With Amazon it doesn’t have to be compelling or grab a viewer’s attention; it just must give off enough information for someone to make a purchasing decision.
For this reason, using all the 195-character limit is encouraged. If you look around Amazon, you’ll notice that the products with long, keyword-rich titles outrank those that are simple and clean. Below is an example that shows just that:
Now, it can be hard to get used to this after coming from optimization for Google, but it’s an important step. According to an Amazon help page, you should follow a formula to help create your titles.
For example, the style for many products may be: Brand + Model Number + Model Name + Product Type, Color
One example of using this formula for a title would be: KitchenAid KSM150PSER Artisan 5-Quart Mixer, Empire Red
Again, it’s not the prettiest title and it’s very different than something you would use on Google, but this is how it works on Amazon!
You only must have your keyword appear once in your title (that’s right, keywords in your description are less important), so again, that’s why you see some of the companies above using several different keywords all in one title.