Most shoppers are heading straight to Amazon to search for products – bypassing Google or Bing. For 63 percent of consumers in the United States, the eCommerce giant is the default search engine for goods. And boy, does it have a massive catalog of goods! This makes discoverability on the platform a daunting prospect for sellers. But it also emphasizes how Amazon search engine optimization (SEO) is more important than ever.
Averaging over 200 million unique monthly users and racking up a quarterly revenue of approximately $125 billion (Q4 2020), Amazon is poised to grow even bigger. Merchants can seize this opportunity and stay ahead of competitors. For starters, you can leverage the best Amazon keywords to improve your search ranking and visibility.
In the upcoming sections, we discuss how to choose keywords for Amazon and dominate arguably the largest eCommerce search engine in North America.
But First, What Is Amazon SEO?
While other online marketplaces like Walmart and Etsy exist, Moz’s Lorna Franklin referred to Amazon as the search engine for eCommerce. The company accounts for 47 percent of online sales alone, so when it indexes information within its territory, it’s already covering a lot of ground.
Like good old search engines, Amazon Search features an algorithm, known as the A9, that determines how products on the platform are ranked for a particular keyword. But unlike Google, it doesn’t concern itself with search intent: finding the most useful answer to someone’s query. Instead, it focuses on bringing to the fore the products that users are most likely to buy. It’s about making more sales, fast.
When you understand its purpose, Amazon search engine optimization doesn’t seem to be too complex at all. At its core is the simple question of how to add keywords to Amazon listing copy and other SEO components.
In the next section, we zoom in on the best Amazon keywords tips, identifying standard practices that get your search terms indexed and ranked high by Amazon Search.
How To Use Amazon Keywords To Boost Ranking and Conversion
What is Amazon SEO strategy creation without the proper deployment of the pivotal search terms? Let’s delve into the Amazon keywords tips that can catapult your product pages to the top of the platform’s search rankings. Greater visibility means you increase your chances of getting found by users, converting leads into customers and hitting your sales goals.
If you’re a new seller, here’s a quick reminder to check if your product is included in the Amazon catalog. If it isn’t, go ahead and create an ASIN for it. ASIN stands for Amazon Standard Identification Number, which is unique to each product.
Once you get that out of the way, you’re ready to stand out among the millions of offerings on Amazon. Here’s how:
1. Start With Search Volume
Establishing the right foundation is the first step to nailing how to use Amazon keywords effectively on the frontend (the visible areas to visitors such as the product title) and the backend (readable only to machines or computers).
That said, you should perform proper keyword research before devising your Amazon SEO strategy. One critical factor to consider is search volume. This refers to the number of times a search term is used within a timeframe. Search volume also shows you a keyword’s potential impact when deployed in your listings. For better results, make sure to derive estimates from actual Amazon data for exact and broad match keywords, something that’s usually included in Amazon SEO services.
2. Know Your Keyword History
Let historical data inform your choice of keywords for Amazon listing optimization. For one, it provides you with a snapshot of a search term’s performance on the platform, such as when it trended, whether it’s seasonal or how your competitors used it.
At the same time, keyword history allows you to assess relevance in both your organic search and Amazon pay-per-click (PPC) optimization.
3. Prioritize Product Title
Now, for the actual step on how to add keywords to Amazon listing copy, start from the top: the product title. The eCommerce company has guidelines for product name optimization. It prefers that you include the brand, product line, material or key feature, color, size and quantity. Check out the example below and see why it’s better than simply saying “blue pillow cases.”
But to avoid sounding like you used an Amazon keywords generator, channel your creative prowess and craft a title that contains your main keyword at the beginning. Never, ever keyword stuff, though, because Amazon’s A9 favors those who follow the rules.
4. Leverage the Amazon Backend Keywords
Fortunately, mastering how to choose keywords for Amazon listing optimization isn’t limited to the frontend or what users can see. Though hidden from customers, Amazon backend keywords are employed by the A9 algorithm depending on their relevance to product searches.
You can input these keywords by going to Inventory > Manage Inventory > Edit. Under the Keywords tab, fill out the Search Terms field.
Ensure your search terms will be indexed and matched by the algorithm. Here’s how to use Amazon keywords, according to Amazon:
• To be indexed, employ only the best Amazon keywords for your new or existing ASIN. These are 250 bytes long. There’s a native byte counter to help you monitor your length limit.
One byte = one alphanumeric character (e.g., a – z, A – Z, 0 – 9)
Two bytes = complex characters such as the umlaut (ä)
Three to four bytes = Chinese and Japanese characters
• Include synonyms and spelling variations, but not misspellings.
• Use abbreviations and alternate names. For books, you can also add topics or key characters.
• Separate Amazon backend keywords with spaces, but take note that they won’t be counted toward your length limit.
• When dealing with a long keyword, follow the logical order of words (“big stuffed teddy bears” vs “teddy stuffed bears”).
• Write in lowercase letters.
Our Amazon keywords tips won’t be complete without mentioning the list of don’ts dished out by the online marketplace:
• Punctuation is not necessary (e.g., no need to use a colon – “:”, semicolon – “; and hyphen – “-”).
• If your eCommerce SEO used to depend on an Amazon keywords generator, update your knowledge by avoiding stop words, temporary words and subjective words. Below are examples straight from the source:
Source: Amazon Seller Central
• Don’t repeat keywords.
• Do not mention brand names and ASINs.
• Choose singular or plural, but not both.
• Backend keywords, or any keywords for Amazon listing optimization, must not include abusive or offensive terms.
5. Make Your ASIN Searchable
Still related to how to add keywords to Amazon listing copy is assigning the right product category to an ASIN. Your ASIN won’t be indexed if it does not have a product category or is assigned to the wrong one.
Lastly, how to choose keywords for Amazon does not have to be a guessing game. The online shopping platform allows generic descriptions for values you input in Search Terms. For other keyword attributes such as Item Type Keywords and Style-Specific Keywords, you are free to consult the Browse Tree Guides (BTGs).
Also, if doing the legwork distracts you from operations, it would be more beneficial and cost-effective to entrust your Amazon search engine optimization, including keyword strategy and implementation, to a provider of Amazon SEO services. With experts in Amazon marketing services by your side, you don’t have to start from scratch. You can be on your way to the top of the Amazon search engine results pages (SERPs) in no time.
Full-On Amazon Marketing Services
Keywords are foundational to answering What is Amazon SEO? But it’s only the beginning. In this article, we discussed how you can employ keywords as a part of your Amazon SEO strategy. Yet, we know that having tens or hundreds of offerings means your hands are already full. We won’t blame or judge you if you are desperate for an Amazon keywords generator now.
Here’s an alternative, though, and a better one at that: Partner with experts in Amazon SEO services to make your life easier and your keyword deployment more profitable. Experience the convenience of having professionals set up your seller account and branding, auditing your product pages, researching your competitors and optimizing your listings.
You don’t have to go elsewhere because Thrive is equipped to support your Amazon strategy creation. Our Amazon marketing services are a subset of our comprehensive digital marketing solutions. And our SEO team includes seasoned Amazon SEO strategists and specialists. With our holistic approach, we cultivate a long-term and competitive Amazon search presence for your brand.
Schedule a consultation with our team through our contact form or via call: 866-908-4748.