How to Conduct Keyword Research on Amazon

An Amazon Keyword Research consists of locating profitable keywords so that Amazon’s algorithm can classify our products in the best possible way and generate greater visibility, traffic and sales on the platform.

Keywords play a critical role in any strategy to improve Amazon rankings. If our goal is to get organic or advertising traffic, we need to do a thorough study and find out how users search for our products: what terms they use, what is the frequency and volume of search, what seasonality these searches have and which words generate the most conversions. For this reason, from Nozama Solutions we want to share with you a series of tips so that you can carry out an effective Keyword Research on Amazon:

Set your goals

Before you jump into the search for new keywords for your products, it’s important to determine the goals you want to achieve. If your goal is to improve a product’s positioning and drive sales, the keywords will be different from those you’ll need for a new product launch, where the goal is to boost brand awareness.

To define your approach, ask yourself the following questions: Is my product new or already existing on Amazon? Is my Keyword Research intended for product cards or campaigns? Then, set measurable goals over time and define the actions you’re going to take to achieve those goals.

Select the main keywords

The first step to effective keyword research will be to find the base words of your products. Keep in mind that, in order to get quality traffic and disengage from the noise on the platform, keywords must be specific and relevant to your product.

To find them, you will have to define the type of product, its qualities, the target audience and find the main competitors. Once this first analysis has been carried out, you will be able to detect the first level of base words; Include between two and five of them in your listing or ad campaigns.

Detect long-tail words

Alternative words or long tails are terms generally with a lower traffic potential than base words but with less competition and, therefore, easier to rank.

Although the main objective is to find keywords with a powerful search volume, we can’t leave aside long tails because, if our brand doesn’t have authority, all our efforts will be in vain. On the other hand, and on a strategic level, long tails are very interesting because they move large amounts of traffic and generally generate more conversions.

For example, the word “t-shirt” may be a very common search term, but including just that word won’t be enough to give search results a significant boost. This is where long tails come into play, you can optimize the content by including the differentiating factor of the product, for example, “rock t-shirts”, instead of using only the word in the singular.

Analyze your competitors and spot trends

Analyzing competitor product listings and reviews of similar products can inspire you to spot the most common keywords. You can determine the sales volume of your competitors based on the base keywords and thus explore what volume of traffic each of them generates.

Include keywords in your content

Once the most relevant terms have been detected, it will be necessary to optimize the Amazon listing to get the public to locate your brand or products. The title is key to conversions; Remember to answer all the questions that customers may have, include the main aspects of the product and respect the number of characters allowed. You can opt for the following format, for example: Brand + Main keyword + Features + Secondary keywords.

Consider other factors such as bullet points, descriptions, or images, and include search terms in your Advertising campaigns to help rank for these words.

Analyze and measure your goals

Keyword Research is a dynamic exercise that you should do regularly. It’s important for brands to continually optimize their keyword strategy so they can capitalize on the most trending keywords and address any changes. Add or exclude keywords depending on your goal metrics.

Keyword research is a complex task that depends on a myriad of factors, but now that you know how to do it, get started! Contact us if you have any questions.