With millions of sellers all clamouring to attract the eyeballs (and spending power) of millions of shoppers, success on Amazon can make or break eCommerce businesses of all sizes. Keyword research is one area where you can take control and set your self on the path to more sales, more revenue and greater profits – if you know how to do it.
But how do high-volume sellers conduct their keyword research to ensure that their adverts attract shoppers ready to convert? How do they ensure their products are consistently ranking at the top of the search results?
In this article, we’ll delve into the most innovative trends in Amazon advertising for high-volume sellers. With lots of tips specifically focused on conducting keyword research for high-volume sellers, we’ll cover all you need to know to dominate the search results and turn greater visibility into more sales.
Importance of Keyword Research for Amazon Advertising
If you’re keen to learn more about the specific techniques that ensure successful Amazon advertising for high-volume sellers, you’re in the right place. With millions of competing products and sellers, your campaigns need to be built around exactly the right keywords to have products flying off the shelves.
Detailed, in-depth keyword research for high volume sellers is especially important. It helps you to understand what shoppers are searching for, how they are searching and how trends are changing.
Delving deeper into keyword use can also help you to better understand search intent and identify patterns. This insight can then be used to guide more compelling advert text, ensure your adverts are showing for the right mix of keywords and help your product detail pages to really hit the mark.
It also means that you’re making the best of your budget and not wasting huge chunks of cash on keywords that aren’t bringing in sales.
The power of keywords for high-volume Amazon sellers
Amazon advertising for high-volume sellers requires high-volume keywords. Keywords are the building blocks of a successful campaign and can make the difference between high-converting ads and underperforming listings.
Identifying the most searched for phrases allows you to tap into a higher volume of traffic, therefore driving more people towards your product listings. The only way to identify what those keywords are, and ensuring your adverts include them, is by performing keyword research.
If you aren’t taking a strategic approach to keyword generation, including researching search volumes and associated search terms, you run the risk of creating campaigns built on guesswork. That means that profitable terms could be slipping through the net, leaving the door wide open for competitors to capitalise on your absence.
Traditional Keyword Research Techniques for Amazon Advertising (For High-Volume Sellers)
Insufficient keyword research will inhibit your ability to rank as a high-volume seller, especially considering how competitive the marketplace is. It will also limit the number of shoppers seeing your adverts when they’re shopping for the exact products you sell.
It’s crucial to carry out methodical and thorough research. Don’t know where to start? There are some tried and tested traditional keyword research techniques for high-volume sellers. But before we dive into that, it’s important to understand the basic foundations of good keyword research.
The foundation of keyword research for high-volume sellers on Amazon
As with most search engines, the cornerstone of Amazon’s search algorithm is keywords. If there was just one secret to unlocking success for high-volume sellers it would be in-depth keyword research. This is the only way to identify all the keywords that Amazon shoppers are using to search for products like yours.
Using Search Query Performance Dashboard
Amazon’s own analytics data can help you to shortlist keywords that generate the most impressions, the most clicks and the most conversions.
If you’re part of the Brand Registry, Amazon’s Search Query Performance Dashboard allows you to track keyword performance across the sales funnel. This provides a clear picture of how shoppers are finding your products. Armed with that knowledge, you can begin to research related keywords to incorporate into your campaigns.
Keyword research tools
Traditional keyword research techniques for high-volume sellers will naturally include the use of specialist tools. That’s because they can quickly handle much of the leg work required to identify keywords, check search volumes, and generate lists of related terms (more on tools later).
Competitor research is another traditional technique that can yield useful results. This entails scouring competitor listings to identify the search terms they are using.
Identifying relevant keywords with high search volume and optimizing listings for increased visibility
Once you’ve identified the keywords with the largest search volumes, the next step is to use those keywords to optimise your product listings.
The product title is one of the most important elements of copy. While you want to ensure you include the most relevant keywords, you need to also ensure that the title remains concise and readable. A title that’s stuffed with too many keywords can be confusing and off-putting for shoppers.
Use the bullet points section to highlight the main features of your product while seamlessly incorporating appropriate keywords.
The main body of your product description should be used to provide a more detailed overview. Use keywords throughout this section of text, keeping in mind that your keywords used should relate to the main search term in order to signal relevance to Amazon.
The work of optimising your listings is never done. You’ll need to regularly monitor and update your keyword strategy based on how the listing performs and therefore, will also need to adjust your listing content from time to time. Amazon’s algorithm is constantly evolving, as is customer search behaviour, so it’s important to adapt your strategy in line with these changes.
Innovative Trends in Keyword Research for Amazon Advertising (For High-Volume Sellers)
Now we’re clear on the foundation of keyword research for high-volume sellers, it’s time to delve into the nitty-gritty of the process. There are a variety of strategies you can implement throughout the creation of your product listing to ensure it is fully optimised with keywords.
Staying Ahead with Cutting-Edge Trends for High-Volume Sellers
Here are some innovative trends in keyword research for high-volume sellers that will help you take your Amazon ads campaigns to new heights:
1. Identify your seed keywords and use those to generate additional keyword lists
Seed keywords are the main terms that describe what your product is. For instance, if your product is a portable charger, then your seed keywords could be:
- Power bank
- External battery pack
- USB charger
- Battery backup
- Travel charger
When identifying your seed keywords, think about how you would describe your product to someone else in just a few words. You can also perform a reverse ASIN search on competitor listings to show you what keywords similar products are ranking for on Amazon.
2. Develop a list of long-tail keywords
Once you’ve identified your seed keywords, generate a broader list of long tail keywords based on related terms.
One way to do this is to use Amazon’s suggested searches. Type one of your main keywords into the Amazon search box and find what other terms users are looking for. For instance, searching “portable charger” will bring up ten further terms, such as “portable charger for iPhone” and “portable charger for Samsung”. Carry out the same process with all your seed keywords to generate your long-tail keyword list.
3. Call in AI
If you don’t have endless time to dedicate to manual keyword research, a growing number of sellers are calling in AI tools to speed up the process. These can be used to quickly generate a list of terms related to your product. Some tools will also show you the estimated search traffic for a specific term and competition levels. Some terms will be high traffic but high competition, while some will have medium to low traffic but low competition.
AI can also be used to dig into competitor activity and generate market insights – all information that you can then feed into your own plan of action.
- Optimise your listing for voice search
Remember, not all Amazon searches are text-based. Some shoppers may choose to use a voice assistant such as Alexa to find products – therefore having a voice-search keyword list could help you tap into more sales opportunities.
The way that customers use voice search differs from how they’d use a search box, as the search queries tend to be more conversational in nature. For example, rather than inputting “dry shampoo” into the search bar, someone using voice search may say, “Alexa, please order me one can of Batiste dry shampoo”. To appear in search queries made via Alexa, your product will need to be an Amazon choice product. To achieve an Amazon Choice badge, you’ll need to:
- Create optimised listings: Amazon prioritises listings for Amazon Choice based on their conversion rate. This again comes back to having a rock solid keyword strategy in place and a clear understanding of consumer search behaviour.
- Provide the user with the option to order with Prime: To maximise your chances, offer instant availability for the item.
- Use Amazon Ads to drive more sales: To rank for voice search, you’ll need a strong conversion history. You can use Amazon Ads to raise product visibility, build brand awareness and generate more sales.
5. Use advanced analytics tools
The best campaign decisions tend to be data driven. Using advanced analytics tools, such as Amazon Search Query Performance to pinpoint emerging keywords and shopper trends. Each piece of information you identify can help you to refine your keyword choices and bring to light new clusters of keywords that you may not have even considered.
Understanding Amazon’s A9 Algorithm and SEO Factors (For High-Volume Sellers)
Like Google, Amazon doesn’t willingly share much about its algorithm. What we do know is that the A9 algorithmplays a powerful role in determining listing visibility and product placement.
The algorithm considers product data, traffic trends and keywords to decide where an item should be displayed on search results pages (SERPs). That means factors such as:
· Product title
· Product description
· Sales history
· The relevance of the product to a user’s search query
· Ratings and reviews and
· Product pricing
can all influence where your product appears in the SERPs. While some factors (such as sales history) are performance based, other factors (including product titles and descriptions) are relevance based. It’s here that your keyword strategy comes into play.
Optimising keywords for improved ranking and visibility
Once you understand how the Amazon A9 algorithm works, you can optimise your listings accordingly. Here are the SEO factors for high-volume sellers that you need to focus on:
- Search intent: the keywords used in your product listings should match the keywords used by Amazon shoppers.
- Backend keywords: These keywords aren’t visible to shoppers browsing your products. They sit in the backend of the system and can be used to give Amazon additional context to aid in rankings.
- Product title: Your title tells shoppers and Amazon what your product is, exactly. You’ve only got around 60 characters to play with but it should be keyword rich and include your brand name.
- Product features: Work keywords into your product features bullet points to reinforce relevance and convince shoppers that your product fits the bill.
- Product detail: Use longer-tail keywords throughout your listing. This block of text tells Amazon’s A9 algorithm and shoppers all they need to know about your product, so ensure it’s clear, detailed and packed with useful information.
Tools and Resources for Effective Keyword Research (For High-Volume Sellers)
Now, this might all seem like a lot of work and complexity. The good news is that there are plenty of tools and resources for keyword research for Amazon. Some are specifically tailored for high-volume sellers. Here are some of the big hitters:
- Helium 10: A popular tool amongst high-volume Amazon sellers, Helium 10 has several features which make it easier to conduct very in-depth keyword research on Amazon.
- MerchantWords: MerchantWords is an expansive and affordable tool that covers almost all of the Amazon marketplaces. A key benefit of this particular tool is that it offers suggestions for long-tail keywords.
- Jungle Scout: Jungle Scout allows sellers to discover high-ranking keywords, view historical search patterns, and gain insights into competitor keyword strategies.
As we’ve mentioned throughout this article, keyword research and listing optimisation shouldn’t be based on guesswork. The most successful Amazon businesses are powered by data-driven insights. Many of the tools mentioned will provide search volumes for suggested keywords, so you can quickly confirm high-volume phrases.
The analytics tools within Amazon are also helpful and can help you to understand seasonality, track changing behaviours and identify trends.
What’s more, once you have incorporated new keywords into your listings, those same analytics can help you measure the impact of that change. That means you can continually refine and optimize your listings and keyword research to drive even better results.
As an Amazon advertiser you’ll find a wealth of tools for driving sales at your fingertips. You can experiment with different ad types for example to create whole of funnel campaigns or use retargeting and email marketing to connect with shoppers.
For organic rankings and Amazon Advertising alike, keyword research plays a crucial role in the success of high-volume sellers on Amazon. By following the strategies and techniques covered in this article and optimising your product listings for Amazon’s A9 algorithm, you can leverage the immense power of keywords and maximise your sales potential in an increasingly competitive marketplace. The good news is that there are plenty of tools out there to help you do just that.
If you’d like to take the guesswork out of your Amazon campaigns and grow your business with optimized, effective keyword research, get in touch to speak to one of our experts today.