In 2024, Amazon solidified its position as a dominant force in e-commerce, with 83% of U.S. households shopping on the platform, up from 76% four years earlier. Additionally, 51% of online shoppers began their product searches on Amazon. These statistics highlight that every day, countless shoppers look for various items on Amazon, and the words they use to search are called keywords.
Now, why is it important to focus on keywords? Well, with over a million sellers on Amazon, the competition is tough. To stand out and land a spot in the top search results, you need a solid keyword research strategy. This includes targeting not only popular keywords but also Amazon competitor keywords to help you rank better.
In this guide, we’ll dive deep into keyword research and optimization, a key part of Amazon SEO. We’ll explore why keyword research is essential, how to carry it out, and how to effectively add these keywords to your product listing.
Why is Proper Keyword Research Important?
Amazon Search Engine Optimization (SEO) is crucial for increasing your product’s visibility and boosting sales. It focuses on optimizing product pages to secure a spot in the top results when people search for products. By implementing the right SEO strategies, you can grab customer attention and stand out in a competitive marketplace. So, where do you start with Amazon SEO? The answer lies in keywords. Keywords are the backbone of Amazon’s SEO approach.
But why are keywords so vital? Amazon uses the A10 algorithm to determine how products are ranked in search results. This algorithm decides which products appear at the top, and its decisions are primarily based on keyword relevance, sales history, customer reviews, and other factors. Essentially, the better you target the right keywords, the higher your product can rank.
Another key point is that the A10 algorithm also takes seller authority into account. This means you need to handle your customers well by offering excellent service and hassle-free return solutions. Positive feedback and great customer experiences can go a long way in boosting your ranking. By combining effective keyword research with great customer service, you can significantly improve your chances of ranking higher on Amazon and driving more sales.
Benefits of Proper Keyword Research and Optimization
Good keyword research and optimization are essential for making your product stand out on Amazon. By focusing on the right keywords, you can drive more potential customers to your listings. Here are some key benefits:
- Increases Traffic: Effective keyword optimization drives more relevant traffic to your product page, ensuring your listing is seen by more potential buyers actively searching for similar products.
- Competitive Advantage: Targeting the right keywords helps you outperform your competitors. By ranking higher on search results, you attract customers that might otherwise find a competitor’s listing first.
- Boosts Your Organic Sales: Optimizing with the right keywords leads to more organic traffic, which can increase your sales without the need for paid ads, giving you better long-term growth.
- Enhances Product Visibility: When you rank for relevant keywords, your product becomes more visible to users. This increased visibility can result in higher engagement and better chances of conversion.
How to Find Competitors' Keywords on Amazon?
Effective keyword research and optimization are essential for improving your product’s visibility and driving traffic to your Amazon listings. It's important to approach keyword research with a strategic method to ensure you’re targeting the right terms. There are several Amazon-specific tools and techniques that can help you identify the best keywords and optimize your listings accordingly.
Below are some of the most effective keyword research methods for your Amazon SEO strategy:
Amazon Search Bar
Amazon’s search bar is one of the easiest and most reliable ways to find relevant keywords. By typing a search term into the bar, Amazon will automatically display a list of suggested keywords based on what customers are actively searching for. These are some of the most popular search phrases, so incorporating them into your product listings can boost visibility.
However, while the search bar gives you suggestions, it doesn't provide detailed insights into the performance of each keyword. Be sure to focus on relevant keywords for your product and ignore irrelevant ones.
Competitor Keyword Research with 3P Tools
There are numerous paid and free keyword research tools available that can give you deeper insights into the performance of specific keywords. Tools like Helium 10, Moz, and Semrush allow you to see competitors' keywords and uncover the most popular and relevant keywords they are using. This research can provide a competitive edge, as it helps you understand which keywords are driving success for other sellers in your niche, and allows you to optimize your listings accordingly. Learning how to find competitors' keywords on Amazon can be a game-changer for your SEO strategy.
Step-by-Step Guide to Using Helium10 Cerebro for Keyword Research
Helium10 Cerebro is a robust tool designed to help you find Amazon competitor keywords and gain insights to optimize your strategy. Follow this guide to master its use:
Step 1: Setting Up Your Helium10 Account
Begin by creating an account on Helium10’s website. Choose a plan that matches your business needs—there’s even a free plan with limited features to get you started.
Step 2: Accessing Cerebro
After logging in, head to the ‘Tools’ menu and locate ‘Cerebro’ under the ‘Keyword Research’ section. This is where your keyword exploration begins.
Step 3: Identifying Competitor ASINs
The key to conducting an effective competitors keyword search is finding the ASINs of top-performing products that are similar to yours. Visit Amazon product pages and copy the ASINs from the URL or product details.
Step 4: Inputting ASINs into Cerebro
Paste one or more ASINs into the Cerebro search bar. You can see competitors’ keywords by analyzing up to 10 ASINs at once, which provides data across multiple top products.
Step 5: Analyzing Keyword Data
Cerebro generates a list of keywords with valuable insights, such as:
- Search Volume: Monthly search frequency.
- Competition Level: How many sellers target the keyword.
- CPR Total Giveaways: Units needed to rank on page one.
- PPC Bid Suggestions: Recommended bids for ads.
This allows you to spy competitors’ keywords effectively.
Step 6: Selecting the Right Keywords
Refine your list by focusing on keywords with high relevance, search volume, and manageable competition. Use filters in Cerebro to align the results with your SEO/PPC goals.
Step 7: Crafting SEO Details
Use the competitors’ keyword search insights to develop SEO titles, bullet points, and descriptions, or create manual or automatic PPC campaigns in Amazon Seller Central. An SEO-optimized listing will help you reach potential buyers effectively.
Implementing Competitor Keywords into Your Amazon SEO Strategy
After compiling a list of potential keywords, the next step is to refine that list by eliminating irrelevant or unnecessary keywords. Once you've narrowed down your selection, it's time to strategically incorporate these keywords into your Amazon listings to enhance visibility and attract the right audience. By carefully adding keywords into key sections, you'll improve your chances of ranking higher in search results and demonstrate to customers that your product is exactly what they are looking for.
Here are the essential sections where you should implement your competitor keywords:
Product Title
The product title is one of the most critical elements of your Amazon listing. It’s the first thing a customer sees when they click on your product, so it’s important to make a strong impression.
- With a character limit of 200 characters, the title should incorporate the most relevant and popular keywords, including brand name, product name, size/quantity, and color.
- Always place the most relevant and high-traffic keywords towards the beginning of your title to maximize visibility.
- When looking for the best keywords, see competitors' keywords to get an idea of what works well in your niche.
- You can also spy competitors' keywords to understand how they position their products, which can give you insights on how to structure your title effectively.
Learn about Amazon-restricted keywords to stay compliant with Amazon’s guidelines while listing your products.
Product Key Features or Bullet Points
In the product features section, you have the opportunity to list up to 5 bullet points that highlight your product’s main features, benefits, qualities, and technical details. This is another prime location for your keywords.
- Start each bullet point with a relevant keyword as a heading, then expand on the feature with a keyword-rich description.
- By adding competitors' keywords as headings or key phrases, you can ensure your listing stands out.
- Incorporating keywords here will help you rank better in Amazon’s search engine and showcase your product’s value clearly.
- Make sure the keywords you add are directly related to the features and qualities you’re describing.
Product Description
The product description section gives you a lot of flexibility, allowing up to 2,000 characters to provide detailed information about your product. This is the perfect space to add keywords that didn’t fit into the title or bullet points.
- Use the description to talk about your product’s features, benefits, dimensions, and any other relevant details that may not be covered elsewhere in the listing.
- Be strategic with your keywords by placing them naturally in sub-headings or early in paragraphs.
- This section should not only serve as a place to insert keywords but also as an informative resource for potential buyers.
Amazon Backend Keywords
The backend keywords section is a hidden but highly valuable space where you can include all the relevant keywords you weren’t able to add to your public-facing listing. While these keywords aren’t visible to customers, Amazon’s algorithm will still consider them when ranking your product.
- The backend keywords section has a 255-character limit, so use it wisely by adding any missed keywords.
- You can include misspelled product names, synonyms, or even long-tail keywords.
If you're unsure which keywords to add, learning how to find competitors' keywords on Amazon is a great strategy. You can also get competitors' keywords by analyzing competitor listings, allowing you to include additional terms that might help your ranking.
Remember that it’s essential not to overstuff your listing with keywords. Whether you're optimizing the title, bullet points, description, or backend keywords, ensure that the keywords are logically placed and relevant to your product. Keyword stuffing not only hurts your ranking but can also create a poor experience for potential customers. By strategically implementing competitor keywords into your listings, you’ll increase the likelihood of ranking higher, reaching more customers, and ultimately boosting sales.
Common Pitfalls to Avoid in Amazon Keyword Optimization
- Overstuffing Keywords
Overstuffing your product listing with keywords can make the content sound unnatural and difficult to read. This can negatively impact your ranking and user experience, leading to fewer conversions. Do not use any word more than twice in the title. - Ignoring Keyword Relevance
Using keywords that aren’t relevant to your product may result in attracting the wrong audience. Irrelevant keywords could lower your conversion rate and harm your listing’s performance in the long run. - Not Researching Competitor Keywords
Failing to find Amazon competitor keywords can lead to missed opportunities. By performing a competitor keyword search, you can discover high-ranking keywords that will help your listing get more visibility. - Overlooking Long-Tail Keywords
Relying only on broad keywords may make it harder to stand out. Instead, consider using long-tail keywords that are specific and often have less competition, helping you target a more focused audience.
Conclusion
In conclusion, effective keyword research and optimization are essential to boosting your product’s visibility and sales on Amazon. By avoiding common pitfalls and consistently analyzing competitor keywords, you can stay ahead of the competition and enhance your rankings. Keep refining your strategy for sustained success.
Ready to optimize your Amazon listings? Book a call with SalesDuo experts today and take your Amazon business to the next level!
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About the Author
Meet Arjun Narayan, a Business Dynamo with two decades of conquering boardrooms and founding two companies that didn't just survive but thrived. When he's not navigating business strategies and delivery teams, you'll find him immersed in his love for cars and exploring new models, geeking out over tech trends, globe-trotting for new adventures, and occasionally pondering the mysteries of the universe over a good cup of coffee.
