Using keywords effectively in Amazon Seller Central is crucial for improving your product’s visibility and ranking on Amazon search results. Here’s a step-by-step guide by Krolog, a leading Amazon service providing agency that offers professional Amazon Seller consulting services, to help you optimize your keywords:
1. Research On Relevant Keywords:
- Start with Brainstorming: Think about terms that potential customers would use to find your product. Include product features, sizes, colors, materials, and common use cases.
- Use Keyword Tools:
- Amazon’s Auto-Suggest: Type your product name or category into Amazon’s search bar to see popular search queries related to your product.
- Third-party Tools: Tools like Helium 10, Jungle Scout, and AMZScout can provide keyword suggestions along with Google Keyword Planner, search volume data, and competition insights.
- Check Competitors: Look at listings of competitors who rank well for similar products. What keywords are they using in their titles, descriptions, and backend search terms?
- Use Amazon’s Search Term Report: Once you have sales data, you can review Amazon’s Search Term Report in Seller Central for performance data on search terms.
2. Optimize Product Title
- Include High-Impact Keywords: Your title should include the most important, relevant keywords while being clear and natural-sounding.
- Follow Amazon’s Title Guidelines:
- Keep the title under 200 characters (but shorter is often better for readability).
- Use keywords like brand, product type, size, color, material, and use case.
- Avoid keyword stuffing (repeating the same word unnecessarily).
- Example: “furniture online shopping” – Features, Living room & Dining room furniture with Charging Case” includes key attributes and product uses.
3. Use Bullet Points Effectively
- Incorporate Keywords: Use the bullet points to highlight key features, benefits, and technical specifications. Naturally, integrate additional keywords into the bullet points.
- Focus on Benefits and Features: In addition to keywords, include information about how the product solves the customer’s problem or improves their life.
- Examples of Keyword Use:
- “Comfortable, ergonomic design for all-day wear”
- “Long-lasting battery life with fast charging”
- “Ideal for athletes, travelers, or casual users”
4. Optimize Product Description
- Use Keywords in a Natural Way: The product description is an opportunity to provide more context and information. Add any remaining keywords not used in the title or bullet points.
- Create a Compelling Narrative: Beyond keywords, write a description that engages customers and communicates the unique selling points of your product. This will also help improve your conversion rate.
- Focus on Long-Tail Keywords: Longer, more specific phrases (e.g., “wireless Bluetooth earbuds for running and working out”) often have less competition and can be more targeted.=
5. Utilize Backend Search Terms:
- Add All Relevant Keywords: These terms aren’t visible to customers but help Amazon match your product with search queries. You can enter them in the “Search Terms” section in your product’s listing in Seller Central.
- Avoid Duplication: Don’t repeat keywords already used in the title, bullet points, or description.
- Use Synonyms and Alternate Spellings: Include common misspellings, abbreviations, and regional variations of words (e.g., “color” and “colour”).
- Example: If you’re selling “running shoes,” add keywords like “jogging sneakers,” “athletic shoes,” and “exercise footwear.”
6. Use Amazon’s A+ Content and Enhanced Brand Content (EBC)
- Add More Keywords in A+ Content: If you’re brand registered, use A+ Content (formerly Enhanced Brand Content) to create a richer, more detailed product page with images, text, and additional keywords.
- SEO Benefits: A+ Content can also improve conversion rates by giving you a chance to tell a better story and address customer questions, which can indirectly improve your SEO.
7. Monitor and Adjust Keywords Based on Performance
- Check Search Term Reports: Regularly review your Search Term Report to identify which keywords are driving sales and which aren’t performing well.
- Refine Keywords: Remove underperforming terms and replace them with more relevant or high-converting keywords.
- A/B Testing: Experiment with different versions of your title, bullet points, or description to see which keyword variations work best.
8. Leverage Amazon Ads (Sponsored Products)
- Target Specific Keywords: Use Amazon’s Sponsored Product campaigns to bid on specific keywords to increase visibility for your products. This will give you more exposure and data on which keywords drive the most conversions.
- Optimize Ads: Review your ads’ performance regularly and refine your keyword targeting.
Best Practices:
- Use Relevant Keywords: Focus on keywords that are highly relevant to your product, rather than just trying to rank for popular terms.
- Avoid Keyword Stuffing: Amazon’s algorithms value user experience. Ensure your keywords are integrated naturally into your listings.
- Long-Tail Keywords: These are less competitive and more likely to convert customers who are looking for something specific.
- Update Your Listings: Continuously optimize your listings as new search trends emerge or you introduce new features or variations of your products.
By following these steps and maintaining a strategic, customer-focused approach to keyword optimization, you’ll improve your chances of ranking higher in Amazon’s search results and increasing your sales.
For more information on how to optimize your performance for your seller account, opt for our expert Amazon Seller Consulting Services and watch your Amazon business grow exponentially.
