E-commerce is not going away anytime soon. In fact, at the pace that the industry is growing in now, there is a high chance that it will be dominating a large part of the corporate and entrepreneurial world in the coming years.
If you are an experienced Amazon seller, you should already be familiar with the optimization of product listings. One of the key aspects of optimizing your listing is to have effective keywords attached to it so that it shows up on the search results, making it visible and easily accessible to buyers. Marketing experts agree that keyword research plays a huge role in the sale of a product. Buyers search for products that they are interested in. Having the attributes of your listing coincide to the searching behavior of customers can drive you closer to conversion.
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Sellers should think both ways. To be successful in the business, they must have a winning mindset. But also, to deliver quality services to clients, they must put themselves in the shoes of their customers. More often than not, it is unavoidable that a seller may lean more towards their own view and neglect to consider the buyer’s side of things. Sellers may become too focused on boosting the product, building awareness, gathering traffic and sales but forget to factor in the reasons why and how customers look for your product or service. It is a common occurrence, but that does not mean it cannot be reconciled.
Understanding customer behavior and establishing good communication is crucial to be able to position your business solutions in such way that is appealing to your target market. Think of this scenario:
Someone is suddenly in need of something. This customer already has a pretty specific idea of that particular item that they need. They most likely already have preferences on the specific details of the product like color and size. Translating that mental image into words, you get a keyword or phrase. You input this into the search bar. Results come up.
That’s the first part of the process in a nutshell.
Now, to reiterate, the keywords you applied to your product listing will define how easily buyers can find you. Because like it or not, you are a single strand of hay in an enormous haystack. One single product can have a lot of potential keywords that can be attached to it. Any descriptive word that is relevant to one product can be attached. All a seller can work with is a somewhat vague idea of buyer keyword searches. You don’t really know what exactly goes on inside someone’s mind.
However, Amazon gives you the capability to figure out a way through that. A9 is the name of its search algorithm. It works similarly to a search engine and therefore optimization skills are needed to make the best out of it.
What you can do to strategize your keyword choices
Know the top highest-selling keywords
And by high-selling I mean, the words that make the most money. Yes, you read that right. The right words will make you money. Think of a specific product. Then scour through your biggest competitors that sell the same product. Your objective is to know which ones have the biggest sales on that particular product and find closely-related products that show up when the keyword is searched. Your strongest competitors are the ones displayed on the first page and the first four listings. These are the ones you want to refer to and go for.
Apart from doing keyword research on a specific product, you can also look for the most frequently searched product or niche so you can know what are the products that people are looking for the most. It varies from time to time so make sure you remain updated on the changes in e-commerce trends.
Know which keywords don’t work
You don’t want to consider products that are past page 3 or 4 because clearly, this implies that their keywords are not effective since Amazon does not consider them very relevant to search you put in. You can view them too, so you know what NOT to do. You can do this in support to the first step. This way, you have a clear knowledge on which keywords are great and which ones are horrible. You are also able to sort through keywords that may be well-performing, but will put you in the midst of a strong competition.
Broaden your keyword list
While the general keywords really bring it for the most part, you should also not underestimate the power of other relevant descriptive words that narrow down the search. Filter through your search wisely so the results you view are the ones you truly need to see. Gradually sift through the results, carefully decide which keywords work for you while also keeping in mind if your decision stems from a personal bias or if you are thinking both ways like I said a while ago.
The first two steps will help you find general keywords. But usually there are key phrases that help lead potential buyers to your listing as well. Adding more description, specifying the variant of a certain product, can increase the chances of getting found on the vast ocean of product listings. There are some free online tools that can help you generate optimized keywords like WordTracker and UberSuggest. Search algorithms can operate more effectively when the input is more specific. Longer keywords mean more match possibilities.
Buyers may already have a specific product in mind, but that does not mean that they are closed off to other options. Most sellers do not use this technique. Having keywords that are only exclusively applicable to one product? That limits your possibilities. But casually inserting other keywords that expand the choices and offer alternatives can really help in directing people to your product. You have the ability to present suggestions to buyers that they never even thought of in the first place. They might even thank you for it!
Put two and two together
Let’s say your keywords worked just as planned. The next great move would be to establish keyword research connections that could tell Amazon that your product listings are connected to other product types too. Think of the different other things that your product item are usually used with. Applying these pairings and item groupings for your keyword research can predict customer activity and make them think that you have what they need.
“Keyword research is the blueprint for your online marketing efforts, driving every decision you make.”
– Neil Patel Blog
Keyboard research is a tricky business for the marketing efficiency of a product listing. It requires a lot of research, analysis, and critical thinking. As a seller, you need to be in a buyer mindset. Well, it shouldn’t be that hard because generally we all, at some point, are buyers and sellers.