If you are selling on eCommerce, whether on Amazon or elsewhere, the most important thing to you is to increase conversions for your listings.
Driving traffic to your listings is a lot of work and investment, so once your visitors are there, you want to make the most of it and make sure as many of your visitors as possible follow through and buy your products.
Growing your Amazon business involves two main elements:
- Boosting your traffic (by ranking your products on Amazon),
- Increasing conversions.
And the most important but overlooked factor for conversions is keywords.
In this article, we will highlight the role of keywords in conversions. This will help you understand how you can leverage DataHawk’s platform to effectively use keywords in your Amazon listing to drive more sales.
Amazon keyword research is one of the most crucial steps for an Amazon seller or FBA seller product launch. The process involves choosing a focus keyword or long-tail keywords to attract your target customers and also to boost up your ranking on Amazon.
When it comes to optimizing or creating a new product listing on Amazon, having a list of keywords to include and where to position them within your Amazon listing will make all the difference. Keywords are incredibly important to your product sales, ranking, and overall victory on Amazon.
Let’s go step by step:
The most important thing that you wanna look at is knowing your customers. Knowing your customers in and out, what they are looking for, and then serving them exactly what they want in terms of expectations and attention.
Sounds easy! Sure. But, there is one more thing that we need to consider while planning our listings. And that of course is Amazon SEO. That is precisely why we are here. Creating your product listings such that they not only appeal to your customers or prospects but also satisfies Amazon’s SEO taste buds. You can leverage our Amazon seller tools to conduct your Amazon Keyword Research. What will you get?
- Keyword search volume
- Units sold of competitor products
- Revenue of competitor products
- Listing quality scores
- Product research opportunity scores
So let’s dive in.
1. Discover the top Amazon Keywords to pick for your Amazon Listings:
A comprehensive keyword tool is important for you to find your unicorn keywords amongst thousands and thousands of variations that can occur within any given keyword phrase. DataHawk’s Keyword Research Tool will quickly help you find the most relevant keywords for your products, help you analyze which keywords to target to boost your PPC performance & generate keyword suggestions for your tracked product, based on AI Semantic analysis.
You will see a list of all your product’s relevant keywords, alongside helpful metrics: volume, competition, pricing & ratings. With one search, you have all the information you need to write your listing or optimize your keyword targeting in sponsored ads.
a) DataHawk’s Keyword Lookup to see which keywords have the highest search volume and track the ones that you think are most related to your products and add them to your listings.
Here’s how you use the Amazon Keyword Lookup in simple steps.
- Add the desired products & keywords to your DataHawk account.
- From the tracked products list pick the product you want to go after.
- Clicking on the product will allow you to go to the Product’s detail dashboard.
- The keyword lookup tab is where you can browse through all the keyword suggestions for that product.
All you have to do is run export for multiple products, to analyze the metrics for all your products. You can use this table to filter on the basis of:
- Keyword Length
- Search Volume
- Competition Score
- Cost Per Click
and decide whether the keyword idea is worth pursuing.
The Amazon Organic search lookup will give you the list of keywords for which this product has ranked organically at some point.
The Amazon Sales Rank Lookup will give you the list of keywords based on the names of categories or subcategories in which the product has been ranking or spotted.
This will help you deepen your keyword game and identify trends in your target segment.
You can download the exact report that I’ve used as an example here
What you could do better is, track the keywords before adding them to your listings and see what are the other products that are ranking for that keyword. Like that you can start analyzing your competitors’ products too.
2. Consolidate & Curate The Top Amazon Keywords
Once you have your list of targeted keywords and phrases, from your products and from your competitors’ too, you’ll need to filter your findings down to the highest-ranking and most relevant words. This could be tricky and a lot of sellers often get it wrong. One of the most common mistakes sellers make is to only look at the exact search volume.
Taking the Competition score approach:
Though the Amazon keyword volume is very crucial, it is not the only factor to consider. You also want to consider metrics such as relevancy, competition, CPC & broad search volume. These metrics can reveal a bundle of opportunities for you to get hold of keywords that you never considered.
For instance, you can filter your search on keywords by competition score & high search volume.
The Amazon Keyword Competition Score reflects how competitive a keyword is based on the reviews and ratings of the products that are ranking for that keyword.
There are so many high volume search unicorn terms that are not included in your competitors’ listings, that you can absolutely leverage.
Prioritizing these keywords will help you quickly gain visibility and boost sales from the neglected high potential keywords.
Keyword relevancy is essential:
Amazon is all about getting your product onto the first page of the search results for specific search phrases. Some phrases are more valuable than others and often, 3-4 phrases are getting 90% of the sales for a particular product. You might also consider looking at the broad search.
Maybe the phrase “water bottle” has 5 x the searches of “steel insulated water bottle,” but actually gets less sales because it’s too broad.
A shopper searching for “water bottle” could be looking for dozens of different bottle types, so more specific phrases like “steel insulated water bottle” will convert sales at a higher rate. This means, looking at keyword phrases that contain that keyword.
For example, if you are focusing on the keyword “shower gel” you should also consider all the keywords that contain the keyword rather than going for just the exact match.
By looking at the longer search queries rather than just the filtered keywords, you can get a better overall picture of which keywords are most important to your product. However, a balance of keywords from these different categories is vital for producing a well-balanced listing that can potentially target multiple demographics and search pockets.
Keep in mind that the keywords you want to target to rank on page 1 search results must be:
- High search volume
- Highly relevant and specifically describe your product
3. Market Analysis
Having a granular page wise view of how products ranking for a tracked keyword are priced, reviewed, and rated on Page 1, allows you to analyze well your competition. This enables you to evaluate the relevance of the keyword, based on the shelf trends for a search query:
So for instance, you have a toothpaste product and you are looking at “teeth whitening.”
Looking at the Market Analysis tab will give you a global and page wise view of how the products ranking for this keyword are performing.
If you have a product priced above $243, there is no chance that you are gonna rank for this keyword. You could maybe go for a long-tail keyword, where you’ll have a high probability of ranking.
4. Targeting competitors’ keywords
Starting with competitive landscaping allows you to see what keywords competitors are ranking for in search results. This gets rid with the exhaustive guess work, showing you many different ways people search for your product you may not have thought of. What you could do best is leverage the organic products list here.
This will help you identify the top products that are ranking organically for a keyword, in this case, it’s “teeth whitening.” This will allow you to pick the top competitors and leverage all the steps shown above, for all the top products ranking for your favorite keywords.
You can also skew down your research a bit more, you can go deeper on the pricing, ratings, or rating count and apply filters. For instance, if you go by pricing, you can view all the competing products in your product’s price range.
The most important thing that to take care of while conducting a competitor analysis is sales. For instance, when you pick the top competitor, you should go after the one that has more sales out of the list of top-ranking products for that keyword that you have curated.
With all your collected data on one spreadsheet, you can start your Amazon Keyword Identification Process. Here's what you will do:
- Sort your keywords by search volume
- Highlight the keywords that are in the top search volume range, but not too broad, so that they could refer to other products. These will mostly be phrases that are more than 2 words long.
- Pick a minimum of 10-12 keyword phrases that meet the criteria. Identify the ones which you want to prioritize. Brainstorm as to which products could a buyer searching that phrase would be looking for. It’s all about balancing relevancy & search volume. Also do not forget to consider the Amazon Keyword Competition Score.
- Open up Amazon search result pages for your top phrases and verify the results. If a variety of products show up, you should consider leveraging that keyword. What you need is, most of the results should be related to the same kind of product. You would therefore be assured that searchers of this keyword are likely to buy your product.
To conclude, every seller who is optimizing their listings must keep these three principles in mind.
1. Analyze: Be sure to take your time and do the proper research to establish which keywords and phrases to target. Take the time to be thorough and don’t miss out on high-ranking words or outliers in your market.
2.Optimize: Always keep in mind where you are placing keywords within your listing. Always remember that your title and bullet points are the key aspects of your listing when it comes to achieving keyword ranking. Always Apply the principles of keyword placement and plural forms to achieve the best results.
3. Repeat: Keep a track of your listings and that of your competitors.
Tip: Utilize the backend terms to the best of your ability to capture these outliers and put them to work for your listing.
The best use of targeted keywords and keyword variations can often result in improved search volume, increased traffic, longer sessions, and most importantly, improved sales.