Keywords play a role in helping potential customers discover products on Amazon. By incorporating keywords into your product titles, descriptions, and bullet points, you increase the chances of your listings appearing when customers search for those terms. This article aims to explain Amazon keywords and provide sellers with practices specifically updated for 2024.

In that sense, conducting keyword research cannot be emphasized enough. It involves identifying the search terms that potential customers use to locate products to yours on Amazon. By optimizing your product listings with the keywords in titles, descriptions, and bullet points, you enhance your visibility in search results. This drives traffic to your listings, boosts sales, and maximizes profits.

A helpful exercise you can use before conducting keyword research is to brainstorm terms associated with your product. In the basics, you can use Amazon’s search bar to find keywords frequently used by people searching for items. Remember to conduct this research from an incognito browser tab so that previous searches don’t impact the results.

As you progress with keyword research, employing a tool can help you identify additional relevant keywords along with insightful data, such as search volume and competition levels.

After obtaining your chosen keywords, incorporate them throughout your listing, including in the titles and product descriptions.

How to find high-performing keywords

Keyword frequency is not a ranking factor for Amazon SEO. Think of separate words that make up longer phrases. Then, when you’re optimizing your PPC campaigns and launch plans, think in terms of keyword phrases. On Amazon’s algorithm, keywords behave differently than on Google. 

You must include individual keywords in your listings, regardless of which order the customer might type them into the search bar.

Basically, repeating the same exact keywords multiple times throughout your title, bullets, and back-end search terms won’t help you rank higher. You’ll want to find high-performing keywords instead. Consider the following factors:

• Search volume – The number of times a keyword is searched on Amazon monthly.
• Competition – How other sellers use the keyword in listings of products similar to yours.
• Relevance – How relevant is the keyword to your product and target audience? Consider how customers would describe your product if they didn’t know your brand name or listing title.
• Conversion rate – The percentage of customers who search for a keyword and then go on to buy a product.

Long-tail vs. short-tail keywords

When optimizing your product listings on Amazon, using long-tail keywords and short words is generally recommended to maximize your visibility and reach relevant customers. 

Long-tail keywords

Long-tail keywords are more specific keyword phrases with lower search volumes but higher conversion rates. Long-tail keywords help you target a niche audience and capture customers searching for specific products. 

Example:

• Broad keyword: “coffee maker”
• Long-tail keyword: “programmable drip coffee maker with stainless steel carafe”

The long-tail keyword is more specific than the broad keyword “coffee maker” because it includes additional information about the product, such as the type of coffee maker (drip), the size of the carafe (10 cups), and the material of the carafe (stainless steel).

As a result, it’s more likely to attract customers specifically looking for a product just like what you’re selling. Long-tail keywords can help you rank higher in specific search results and attract more qualified traffic.

Short-tail keywords

Short-tail keywords, or root keywords, are more general and have higher search volumes. These keywords may be highly competitive, making ranking harder, but they can generate more overall traffic.

They can help you increase your visibility for broader searches and attract a larger audience but with fiercer competition to face.

It’s best to use both long-tail and short-tail keywords to optimize your Amazon listings.

Long-tail keywords should be incorporated in your product titles, bullet points, and descriptions to provide specific details about your product. Short-tail keywords like titles, bullet points, or back-end search terms can be included strategically to capture broader search traffic.

Common keyword mistakes and how to avoid them

• Irrelevant Keywords – Some sellers use popular keywords unrelated to their product to get more visibility. Always ensure that the keywords you choose are relevant to your product. Using relevant keywords is the best way to drive visibility and the only option, as using irrelevant keywords leads to account suspension.
• Keyword Stuffing – Overloading product titles, bullet points, and descriptions with many keywords. It’s essential to strike a balance. Ensure that your content reads naturally while incorporating necessary keywords.
• Using Banned/Restricted Words – Using words that Amazon doesn’t allow could lead to listing suppression. Familiarize yourself with Amazon’s terms of service and prohibited keyword list.
• Avoiding Backend Keywords – Neglecting the ‘Search Terms’ field in the backend of the product listing. Use this section to incorporate additional relevant keywords that you couldn’t fit into your main listing.

Conclusion

Using the right keywords is essential for success on Amazon. By following the best practices outlined in this article, you can find and use high-performing keywords to optimize your product listings, increase your visibility in search results, and attract more potential customers. Ultimately, testing and analyzing the performance of different keyword strategies can help you perfect your approach for optimal results on Amazon. 

BellaVix can grow your business by boosting its visibility on Amazon through keyword-based copy and organic traffic to your listings.  Contact us today.

 

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