Similar to domestic e-commerce, search is also the main way for buyers to find products on the Amazon platform. When buyers enter keywords to search for products on the Amazon platform, the titles and search terms related to the products on the platform will be counted as search weights. Therefore, in addition to titles, search keywords are also important factors in optimizing product search rankings. The setting of keywords will also directly affect the level of search traffic.
Keywords are also called “General Keywords” in some categories. Find “Search Keywords” under the “Keywords” column, where you can fill in keywords related to the product, up to 250 characters (no distinction between uppercase and lowercase letters, and character calculations do not include spaces and punctuation marks).
1. How to fill in search keywords
Keywords can be filled in with single words, phrases, long-tail words, hot words, or in combination. If you use the method of filling in only one word or long-tail word in each line of search keywords, the filled keywords must be very accurate and must match the search terms exactly. You can also fill in a large number of keywords in each line of search keywords to increase the probability of being searched. Sellers can choose to fill in the method according to the characteristics of the product, but the premise is that it is consistent with the characteristics of the product.
In addition, multiple search keywords should be separated by half-width commas or spaces.
2. Words that are not suitable as search keywords
(1) Subjective words, such as “Awesome” and “No.1”. When filling in search keywords, try to stand in the buyer’s perspective.
(2) Common words that are not related to the product. Perhaps such high-frequency search words can bring more exposure opportunities to the product, but because the match with the product is low and it is not the product that buyers want to search for, it is not conducive to traffic and conversion rate, and even product ranking.
(3) Words with other brands. Especially those with the names of big brands are prone to warnings or complaints. For example, sellers selling mobile phone accessories cannot include the name of a mobile phone brand in the search keywords unless authorized by the brand. Sellers can note which mobile phone models the product is suitable for in the title, five-line description or long description.
3. Other practical suggestions for searching keywords
In terms of length, it is best to use short phrases or words for keywords, and try not to use long sentences; in terms of keyword arrangement, it is recommended to start with the most product-related and accurate words; always think from the buyer’s perspective, arrange the content of keywords in a normal order, and ensure that the content is spelled accurately; use concise keywords, do not repeat keywords, and use synonyms or other keywords with similar meanings to express; continuously optimize keywords based on data; seize seasonal keywords, such as Christmas, Halloween, etc.