Whether you’re starting out with your first Amazon product or a more experienced seller, keyword research is an important step. Do it well, and it can pay great dividends down the line. Here’s why:
● Keywords are part of the spine of our ASIN copy
● Keywords populate the back end search terms
● Keywords can be what you base product campaigns around
● Keywords help Sponsored Ads. The better your keyword optimization, the better Auto Campaigns can work
Researching keywords may not sound like the most exciting task for an Amazon seller, yet it’s one of the most important!
7 Steps to Generate a Keyword List:
1. In-house Data
Start with in-house data if available. This might include internal search terms from your website (if you have a search bar) or it could include historical data from previous Pay Per Click (PPC) campaigns. If you have web analytics that can extract search term referrals to your website, then that’s a bonus!
2. Sponsored Ads Data
If you already run Amazon Sponsored Ads, export a ‘Search Terms’ report. You want to include any keywords proven to drive sales for your product.
If you’re yet to run a Sponsored Ads campaign, no problem. Setup an Auto-Campaign and run this for 2 – 4 weeks. Use a modest budget of $5-$10 a day and this can help uncover some useful keyword data. After 1 month, download the ‘Search Terms’ report and integrate it into your keyword list.
3. Amazon Auto Suggest
Not actually real sales data, but a useful guide. We’ll take what we can get from Amazon to add to the mix.
Here are a couple of tools that can extract Amazon Auto-Suggest data:
SEO Chat – http://tools.seochat.com/tools/suggest-tool/
Keyword Dominator – Keyworddominator.io
4. Amazon Competitors
This can give you a quick overview of the top level keywords sellers are targeting. I’m not suggesting you just copy them or skip doing your own keyword research, but if you have a tool like JungleScout.com, it’s a quick way to get keywords.
Search on Amazon for a keyword. When the results appear, simply click on Jungle Scout and extract the first 50-100 sellers. Export the data as a CSV and open up in Excel. The column for the product titles will give you scores of ideas for search terms. This will give you a good idea of the top level keywords your competitors are targeting.
5. Google AdWords Planner
This free tool will generate keyword suggestions for you using Google data.
Make searches with your primary keywords. Extract the data Google gives into a spreadsheet and clean up any irrelevant phrases.
Use a filter to sort the list. In Excel select Largest to Smallest for the ‘Monthly Searches’ column to get an idea of search volume. Or sort by Largest to Smallest for ‘Suggested Bid’ amount to give you an idea of the keywords other sellers find popular. https://adwords.google.com/KeywordPlanner
6. Bing Keyword Planner Tool
You can do something similar with the Pay Per Click (PPC) data from Bing Ads.
Hop over to Bing’s keyword research tool. Generate a list of keywords, download to a spreadsheet, sort and filter. Again you can sort by bid amount or search volume. http://www.bing.com/toolbox/keywords
7. Scientific Seller Keyword Tool
This free tool can help find long tail suggestions that other tools may not generate.
This not a fast tool like some of the others are, but it can sometimes discover a few more searches that you may not already have. Let it run for at least 30-40 minutes to get going. https://adwords.google.com/KeywordPlanner
And that’s not all! We have more tips for drawing in customers with your keywords coming up in Part 2. Stayed tuned!
About the Author
Gareth Davies has worked in eCommerce marketing for over 15 years. He is the founder of the agency Amz Pro – Amzpro.co.uk. The company works with SME private label sellers and eCommerce businesses launching on Amazon. For more tips about selling on Amazon get a FREE copy of Gareth’s latest book ‘How to Dominate on Amazon’ here >> http://www.amzpro.co.uk/ebook-website-promo
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