Product copywriting is a part of the content that we need to pay special attention to when listing products, including product titles, product descriptions, background keywords, etc. In addition to the role of fully displaying products and various information to online consumers, product copywriting also has a very important role as a place for us to “bury words”.
The so-called “burying words” is to put the search terms that consumers may use on the front desk of Amazon into the product copywriting. Only when these search terms are “buried” in the product copywriting, when consumers search for these terms, the product will have the opportunity to be displayed. Only when the product has the opportunity to be displayed will there be clicks, and only when there are clicks will there be purchases and conversions. Therefore, sellers should try their best to find all the search terms that consumers may use when searching for such products, and then put these terms into the product copywriting. This is the basic work of Amazon operators and one of the important tasks.
This kind of operation work is called “keyword research”, that is, Keyword Research. Keyword research is not only very important for listing products and writing product page copywriting, but also has important significance for Amazon’s in-site advertising. Let me introduce to you the methods that our team often uses when doing keyword research.
The first step in keyword research is to find the “seed words” of the product, that is, the “big words or core words”. Generally speaking, the keywords of a product are composed of big words and long-tail words. The so-called long-tail words are derived from big words. For example, the big word of Bluetooth speaker is “Bluetooth Speaker”, then its long-tail words are derived from big words such as “Portable Bluetooth Speaker” or “Waterproof Bluetooth Speaker”. Based on this situation, we often call big words “seed words” or “mother words”. How can we quickly find all the big words of a product?
A very simple method is to start with competing products. I suggest that sellers can collect the titles of competing products on Amazon, because sellers will put big words in the titles. After collecting all the titles of competing products that sell well, do a cross comparison to find the words with the highest repetition rate in all the collected titles, and then do a simple analysis of these words to get all the big words under this product. For example, the product of power bank has two big words, namely “Power Bank” and “Portable Charger”.
In addition, after doing Amazon in-site advertising, sellers will obtain a large number of consumer search terms (Customer Search Term) in the advertising report. For some consumer search terms that lead to successful transactions, we will take them out separately and compare them with the previously collected keywords. If there are words that were not found in the previous keyword research process, we will fill them in immediately.
Keyword research is not a one-time job, and it is necessary to constantly check for omissions and fill in the gaps, because no matter which keyword research method is difficult to be perfect, there will inevitably be some omissions, so advertising words are the best supplement for such omissions. We will talk about this part in detail in the following advertising chapter.
In addition to doing keyword research step by step according to the steps, there is another relatively simple method to obtain a large number of keywords, that is, the ASIN reverse query method, which our team often uses when doing keyword research.
The so-called ASIN reverse query method is to collect the top-ranked keywords under the competitor’s item. These keywords are the source of the competitor’s search traffic. In other words, this is also the source of the seller’s own product’s search traffic, that is, the product’s traffic words. If the seller can push these keywords to the same ranking position as the competitor, then the seller’s product will have the same search traffic as the competitor; if the seller can rank these keywords higher than the competitor, then the seller’s product will get more in-site search traffic than the competitor.
We can quickly complete the keyword research work and obtain the product’s traffic words through the ASIN reverse query method. However, the workload of manually completing the ASIN reverse query is too large. I suggest that readers try the ASIN reverse query function of the tool Jungle Scout. We log in to the ASIN reverse query page and directly enter any ASIN (either your own product or the competitor’s ASIN). The system automatically reverses the corresponding ASIN’s top 50 keywords and generates keywords simultaneously.
To be honest, it is too slow to check the ASIN of the product one by one. In order to increase the efficiency of keyword research and quickly obtain traffic words, sellers can directly enter 9 ASINs of competing products at a time, and the system will automatically grab their top-ranked keywords and fill the keyword library.
There are many methods for keyword research. Sellers can choose to use specific keyword research methods according to the actual situation of their company or team, or use multiple keyword research methods at the same time to obtain more data, and then compare and analyze and refine them.
After we have completed the keyword research work and collected most of the core words and long-tail words of this product, we will find a way to “bury” these words in the product copy, which is also the focus of our later explanation.
The basic theory of Amazon product copywriting is that the copy needs to take into account both searchability and readability, and readability is far greater than searchability. Although we have to “bury words” and put these researched words into the product copy as much as we can, we must not ignore the readability of the copy. After all, our ultimate goal is to get consumers to buy products. If the copy is not readable, it will have a great impact on the conversion rate.