How do I conduct Amazon keyword research in 2021 ?
The goal? To compile a comprehensive list of keywords for each product, thus maximizing the number of search queries that trigger your product listings and making your inventory as visible as possible in the Amazon search results.
1. Target products that complement your product.
As you may have learned in an introductory economics course, complements are products that consumers frequently buy together.
To put it in Amazon terms: everything you see under “Frequently bought together” is a complement to the product displayed on the details page.
By targeting complements to your product—in the bullet points, in the product description, or in the hidden keywords—you make your product visible to people who aren’t directly looking for it and whose search behavior indicates that they may be interested.
In some cases, complements are intuitive. If you sell peanut butter, for example, you’re well aware that your prospects are also in the market for jelly, marshmallow fluff, and bread.
In other cases, however, you’ll have to do some research. Head to your competitors’ product details pages and see what customers are buying in tandem. That should give you a good idea of the complements you want to target.
2. Type into the Amazon search bar and look at the keyword suggestions.
When you begin to enter a search query, Amazon suggests products other consumers frequently search for.
This is ostensibly a free amazon keyword tool in its own right, and it’s a great tactic because it gives you a quick, free snapshot of how your prospects actually use Amazon. Yes, there are keyword research tools that give you tons of valuable, in-depth data—and we’ll get to those—but a lot of ‘em ain’t free.
After meticulously combing through the suggested queries (i.e., entering the type of product you sell followed by different letters of the alphabet), you’ll have yourself a strong list of initial keywords to build on.
3. Look at what you’re ranking for on Google.
If you sell on a website of your own in addition to Amazon, this one is unique to you.
Consumers are more likely to begin product searches on Amazon than on Google. To be precise, whereas 47 percent of online shoppers begin on Amazon, 35 percent begin on Google.
Often, you’ll hear this statistic with the implication that Google is the place where ecommerce businesses go to die. But, hold the phone…
35 percent! That’s millions of online shoppers. Millions of online shoppers are actively looking for products—including yours—on Google. When you think of it that way, incorporating Google into your keyword research strategy sounds like a no-brainer. And it is.
Use Search Console or a tool like SEMrush to see if your website is scoring page one results for any high-volume search queries. Then, target those queries as keywords across your Amazon product listings and seller account!
SEMrush’s organic search position data for nike.com.
This is a doubly effective strategy because it allows you to build brand (or product) awareness with the prospects who take a little longer to convert. Imagine this: a shopper begins on Google, lands on your website, and pokes around a bit. Then, a few days later, when he’s ready to make a purchase, he sees your product in the top Amazon results. Immediately recognizing it from that awesome site he browsed earlier in the week, he clicks on your product and converts!
Google and Amazon can work together to your advantage. Make it happen!
4. Use a keyword research tool.
As much as we like those homegrown strategies, it would be foolish to not incorporate some kind of keyword research tool into your approach.
Here at WordStream, we offer a rather handy keyword tool—completely free of charge. Use it to get an idea of how consumers search for a product like yours, how often they’re conducting these searches, and how much of a challenge it will be to stand out amongst your competitors. It’s a safe bet that keywords with high volume (and high value) on Google will be worthwhile to target on Amazon.
Moreover Google’s Keyword Planner is free to anyone with a Google Ads account. If you open your account and navigate to the tools drop-down menu, you’ll see Keyword Planner as an option. From there, you can search as many keywords as you please and see how frequently they’re searched on a monthly basis—as well as the intensity of the competition.
If you’d like to conduct research that’s specific to Amazon, Keyword Tool has an Amazon keyword planner. This keyword planner uses data from the Amazon autocomplete or search suggestion feature and generates a list of long-tail keywords to consider. With it, you can access a keyword’s monthly Amazon search volume as well as the related keywords and the relevant products. Thanks to the latter feature, Sonar is a not only a research tool, but a competitive research tool.
Go forth and succeed!
With the right Amazon keyword research strategy, and the right Amazon keyword tool, you’ll make your products visible to more relevant, high-value prospects than ever before. Plus, thanks to well-optimized product titles and product details pages, you’ll turn that boosted visibility into clicks and conversions at an impressive rate.
And it’s a positive feedback loop, too. A good keyword research ethic yields higher visibility. Higher visibility and excellent product titles yield more clicks. More clicks and outstanding product details pages yield more conversions. More conversions yield higher search rankings, and on and on we go.
What are you waiting for? Get that magical loop of ecommerce success going today!
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