Amazon Keyword Optimization Strategy: A Comprehensive Guide to Improving Product Exposure and Sales

On the Amazon platform, finding the right keywords is one of the keys to increasing product exposure and increasing sales. The right keywords can help your product rank higher in search results and attract more potential customers. Here are a few effective ways to find keywords.

1. Overview and classification of keywords

Keywords on Amazon can be roughly divided into three categories: Core keywords, Subject keywords and Long tail keywords. The core keywords describe the most basic attributes and characteristics of the product; the main keywords further describe the product features; the long-tail keywords are composed of multiple keywords and have more specific descriptions. Although the search volume is low, they can often bring Higher conversion rates and precise traffic.

2. Keyword selection and optimization

1. Market research and target audience analysis

Before selecting keywords, you need to conduct market research to understand the market positioning and competitors. Information about keywords can be obtained through keyword tools and competitor analysis.

2. High search volume keywords

Choose keywords with high search volume to increase product exposure and search rankings. Through the keyword tool, you can get the search volume and competitiveness of the keywords, and choose high search volume keywords suitable for your products.

3. Long tail keywords

Long-tail keywords are keywords with small search volume but highly related to products. Choosing long-tail keywords can reduce competitiveness and increase conversion rate.

4. Target group needs

Taking into account the needs and interests of the target group, choosing keywords related to the target group can increase product conversion rates.

5. Moderate competition

Choose keywords with moderate competition to increase product visibility and search rankings.

6. Core keywords should not be too common

The main keywords should not be too common to prevent fierce market competition, high costs, uncertain search keyword intentions, and reduced conversion rates.

3. Keyword collection and embedding

Collection method

• Amazon’s own search tool: Click the “Search” button on the page, enter the keyword you want to find, and Amazon’s search tool will list products and titles related to the keyword. .
• Keyword research tool: Use the keyword research tool provided by Amazon or other online tools, such as Google AdWords Keyword Planner, SEMrush, Ahrefs, etc.
• Refer to competitors: Look at competitors’ product titles and descriptions to help you find some useful keywords.
• Observe search results: Observe products and titles in search results on Amazon.com and learn the keywords used in their titles and descriptions.
• Advertising data report: Download the automatic advertising data report and filter out the “three highs” (high exposure, high clicks, high conversion) keywords in the report.

Buried strategy

• Title first: The product title is the most important position. Make sure the title contains thoughtful synonyms and variant keywords.
• Five Points Next: The five points of the product (Bullet Points) are a secondary but still important position. Make sure that the five points are concise and to the point. Each point should not be too long and should also include the main key points. word.
• Backend Search Term: In Listing’s backend settings, there is a dedicated Search Term area, which is a good place to add keywords.
• Product Description Description: Product description is also an important place to bury keywords. It describes the features, advantages, functions, etc. of the product in detail, while incorporating related keywords and phrases.
• QA, evaluation, A+ and pictures: The Q&A area, user reviews, A+ content and product pictures are also places to bury keywords.

4. Keyword matching type selection

In the Amazon system, there are three keyword matching types: broad matching, phrase matching and exact matching. When using the broad matching type, the keywords support unordered matching, singular and plural matching, synonym matching, etc.; when using the phrase matching type, the keywords support singular and plural matching, and adding modifiers before and after the original keyword; the precise matching type only supports exact matches Words or singular and plural variations.

5. The importance of keywords and advertising words

The importance of keywords

• Improve search ranking: Select keywords with high relevance and search volume to help increase the product’s exposure and click-through rate in search results.
• Attract target audience: Appropriate keywords can attract the attention of potential buyers and display the product to user groups who are truly interested in the product.
• Competitive advantage: By studying competitors’ keyword strategies, sellers can find differentiated keywords and establish their own competitive advantage.

The importance and best practices of advertising words

• Compelling headlines: Your ad’s headline is key to getting users to click. Write a headline that is eye-catching, engaging, and relevant, while making sure to include your main keywords.
• Clear product description: In advertising copy, clearly describe the features, functions and benefits of the product so that users can understand the value and uniqueness of the product.
• Effective calls to action: Use powerful calls to action in your ad copy to encourage users to take action to buy or learn more.

6. Selection of keyword tools

Analysis of the current situation of keyword tools on the market

There are many keyword tools on the market, and each tool claims its ease of use, accuracy, etc. However, these keyword tools are actually just a “shell” because the existence of keywords must rely on the real database.

What kind of keyword tool should you choose

Keyword tools can be divided into database type and tool shell type. Database-type keyword tools are accurate and reliable; tool shell-type keyword tools are convenient and simple to use, but the uncertainty of data sources and the incompleteness of data cause the data accuracy and authenticity of such tools to be compromised. People question.

Is Amazon a good keyword provider?

Although Amazon is a good keyword provider, because it does not want to provide you with a lot of data in this regard, even the number of keyword suggestions for ad groups is very small, we cannot actually get it from Amazon. There are many keywords available on the Internet, so it is essential to use a third-party keyword database.

7. Keyword integration method

Keyword integration tool

• Keyword search box on Amazon platform: Sellers can directly search for core keywords in this system and integrate long-tail keywords that match this keyword.
• Google AdWords: Sellers can directly use this tool to search and integrate keywords.
• Keyword Scout Tool: It is powerful and the final integration results are mostly satisfactory to sellers.

To sum up, sellers can use the above three methods to integrate keywords and obtain high-quality keywords. The specific method to choose depends on the seller’s actual situation.