The keywords discussed in this section refer to both keywords used in the title and keywords that have to be filled in the Search Term due to the limited length of the title.
The keywords in the title are displayed on the front page. While participating in the search, they also play a role in guiding consumers to buy. Search Term keywords are hidden in the background and are not visible on the front page of Amazon, but can be searched by users. They can supplement keywords that are not covered in the title, increase the chances of the product being searched, and thus maximize the exposure of the product.
Product keywords are words or phrases used by consumers to search for a certain product during the shopping process. To a certain extent, keywords are equal to product names, but because different consumers have different names for the same product, a product often has multiple keywords.
Take mobile power as an example. Power Bank is a keyword with a large search volume, but some people also call it Power Pack, External Battery, Portable Charger, etc. These words have been accepted and recognized by consumers and will be used by different consumers to search for the product, so these words are all keywords for mobile power.
After understanding the definition of product keywords, in the process of optimizing products, we should collect as many product keywords as possible from the perspective of consumers, and apply them to product titles, Search Term keyword lists, five-element features and product descriptions according to the strength of the relevance of each keyword to the product and consumers.
According to the strength of the relevance, product keywords can be divided into three types: precise keywords, broad keywords and long-tail keywords. Precise keywords are also called core keywords, which have the highest matching degree with products and are the words that most consumers directly use to search. The relationship between broad keywords and products is an inclusion and inclusion relationship. Such words have a certain relevance to products, but they do not only refer to this type of product. While covering this product, they also cover other similar or similar products. Relatively speaking, the accuracy is not high enough. Long-tail keywords are also called blue ocean words, which refer to the words used by a specific group when searching for a product. They are precise but have a small audience, and are used for search
seldom times. For example, for a seller selling men’s clothing, “clothes” is a broad keyword. Combined with its products, “men’s jackets” and “men’s shirts” are precise keywords, and “XX same style men’s suits” and “stars’ same style jackets” are long-tail keywords. Combined with the above examples, from the perspective of consumers, it will be found that although some words are broad keywords (such as “clothes”), they represent the attributes of the product, but few people search for them, so sellers can ignore such keywords when optimizing product information.
Imagine, when you plan to buy a piece of clothing, will you really use the word “clothes” to search? Almost not. Such words are too broad, and the search results are too far from the real needs of consumers, and the matching is not accurate. Consumers generally do not search in this way, and sellers do not need to set them in this way.
There are also some keywords that are both broad keywords and part of precise keywords. We should focus on using such keywords. For example, although “power bank” is a broad keyword, its product attributes are like this. Most consumers will use this word to search, so it is necessary to use it as a key keyword. Of course, in the process of using keywords, sellers should also match other words according to the actual situation of their products, so as to combine more accurate keywords. For example, Power Bank Fits For Apple (mobile power bank suitable for Apple mobile phones), Power Bank For iPhone 6S (mobile power bank suitable for iPhone 6S). Power Bank with MFI byApple (mobile power bank produced by Apple certified factories), etc. Once the seller matches in this way, he has actually spanned to long-tail keywords.
After knowing what product keywords are and the classification and difference of keywords, let’s take a look at the specific requirements of the Amazon platform for the Search Term keywords used in the seller’s product release.
In the latest Amazon rules, the maximum number of characters for the Search Term keyword is not more than 250 characters. If it exceeds this range, either the system prompts an error or it will not be included. Search Term keywords will also be retrieved by the system, and the taboo of Amazon’s operation is infringement. Once it is determined to be infringing by the system or reported by the right holder, the product will be deleted at the least, and the account will be removed from the sales authority in serious cases. Therefore, in order to avoid the situation where the account is restricted due to the misuse of keywords in the Search Term, sellers must be vigilant in the Search Term keyword list and not abuse or misuse other brand names.
In the order of the Search Term keywords, it is recommended to put the precise keywords in the front position as much as possible. If a keyword consists of multiple words, try to arrange them in the most logical and conventional order.
On the premise of ensuring that the keywords are relevant to the product, within the range of 250 characters, the more Search Term keywords are placed, the better, but in order to maximize the utility and avoid being misjudged as keyword stacking by the system,
It is recommended that sellers try not to use a certain word too much. When writing Search Term keywords, separate each keyword with a space. After being familiar with the rules, we also need to know how to obtain product keywords. For sellers, you can use the following methods to collect and organize as many product keywords as possible.
Collect from common sense: think from the perspective of consumers and consider what words consumers will use to search for the product.
Collect from platform competitors: In the process of coaching students, the author often emphasizes that “competitors are the best teachers”. From the perspective of keyword collection, the top-ranked competitors are carefully created by competitors. We can learn from them, carefully analyze the keywords used in the competitors, and sort out the keywords that are highly relevant to our products, which can enrich our product keyword thesaurus to a large extent. These keywords are mainly distributed in the titles, five-element characteristics and product descriptions of competitors. Collect from the drop-down list in the search box: When you enter a product keyword in the search box, multiple related keywords will be displayed in its drop-down list. These are the product keywords with large search volume on the platform and recorded by the system. We call them Buying Keywords, as shown in Figure 5-12. These buying keywords are worthy of our analysis and collection. It should be reminded that the buying keywords derived from a keyword are limited. If you add 26 letters such as a, b, c and 10 numbers such as 1, 2, 3 after the keyword, you will get a more reference list of buying keywords.
Get from the in-site advertising report: Sellers can download the in-site advertising data report, analyze and organize the “three highs” (high exposure, high clicks, and high conversions) search terms in the advertising report, and then add them to their own keyword list.
Collect and organize from competitor reviews: Among the existing hot-selling products on the platform, at the top of the product review list, the system will automatically display some high-frequency words based on the review content, including many product keywords, which sellers can organize and use.
Collect using various keyword tools outside the site: In addition to the Amazon website, many third-party tools also provide more keywords for Maijing, such as the commonly used Google Adwords Keyword Planner, and the Amazon Seller Navigation AMZ123 commonly used by sellers, which brings together various essential tools for Amazon sellers in daily operations.
As long as sellers increase their understanding of products and analyze and learn about competing products, and with the help of the above methods and tools, they can accurately collect and grasp the keywords of their products, and use these words appropriately in product titles, product descriptions and search terms, so as to maximize the exposure of their products and contribute to the operation of their Amazon stores.