The goal of every ecommerce site is to attract an audience and engage them enough to convert them to customers. The first step in this process is brand awareness, and the key to that is visibility. Through SEO (search engine optimization), retailers can position their site as a relevant solution to users’ problems. This earns them higher placement on search listings, increasing prominence and reaching a wider audience.
The same is true for Amazon product pages. After all, more than 60% of consumers begin their online shopping searches on Amazon. With millions of products available on the site, a user’s search can receive hundreds (if not thousands) of possible listings. From keyword research for Amazon to user engagement, Amazon SEO should be an integral part of any digital marketing strategy to reach your target audience and stand out from the competition.
- Relevance is key to landing higher Amazon search engine rankings.
- Keyword research can provide you the ammunition you need to set yourself apart from the competition.
- Amazon provides numerous optimization opportunities for increased visibility and higher conversion rates.
3 Tips for Keyword Research for Amazon
Amazon searches are typically transactional as users come to the site with the intent to purchase. For this reason, Amazon’s algorithm is primarily driven by relevance. The more relevant your content, the better your search listing ranking.
Because relevance is so important to Amazon search results, keyword research for Amazon is essential. By understanding what your target audience is looking for, you can optimize your listings to offer more beneficial solutions to their problems. This lands you to a higher search rank, gains you more visibility, and leads to increased conversions. Here are three useful keyword research tips to find the most relevant phrases for your product listing content to boost your search engine result placement.
1. Conduct Your Own Amazon Search
While there are numerous keyword research tools available, a free and highly effective option is to simply conduct your own Amazon search. As you begin to enter a phrase into the search bar, the field will auto-populate with commonly searched phrases. This provides an instant look into how your target audience is using Amazon to find the items they need. Build upon these keyword phrases and use them in your own product listing content.
2. Target Complementary Products
Nearly every Amazon listing offers a “Frequently bought together” feature identifying secondary products that complement the listing. Targeting these complementary items in the product description or hidden keywords raises awareness about these products to people who weren’t specifically looking for them but who may be interested, based on the insights provided by their search behavior. Competitors’ pages can reveal consumer needs as well as ways to stand apart from businesses like yours.
3. Search Yourself on Google
If you have an ecommerce site outside of Amazon, conduct a Google search to see where your products are ranking on this search engine. You’ll not only see which of your keywords are working to your advantage. It will reveal high-volume search phrases that you possibly hadn’t considered before. Apply those same keywords to your Amazon listings for continued success.
4 Amazon SEO Opportunities for Higher Rankings
Fortunately for marketplace sellers, Amazon pages offer numerous opportunities for optimization. Once you’ve identified some effective keywords, apply them strategically to these four areas of your product listings for higher rankings.
1. Product Title
Even when people know the item they’re looking for, they tend to enter it into the search bar rather than wade through pages of categories to locate it. That’s why, when it comes to relevance, your product’s title is one of the most important aspects of SEO.
Place your most significant keywords here, as this is the first thing people will see in your product listing. Not only does this increase the chances of people seeing your items. It makes them stand out in a sea of results, boosting the chances a prospect will visit your listing.
From brand name and product function to size and availability, remember that keywords should always appear naturally. Content that crams keywords for the sake of searches loses integrity, credibility, and can actually hurt your SEO results.
2. Product Description
Product listings should be customer-centric. When a shopper is looking for a product, they’re actually searching for a solution to a problem. Product descriptions should be informative, allay concerns, and build their confidence in purchasing the product.
Highlight a few key features about the product, how it benefits the user, and why it’s a better solution than a comparable product. Information should be brief, specific, and easy to digest, so bullet points are ideal. This is also a great place to include relevant keywords that didn’t work naturally in the title.
3. Q&A Forum
No matter how detailed your product title and description, users will inevitably have a question about your listings. Amazon provides a Q&A forum on each listing so shoppers can ask for more information. These are terrific opportunities to engage with your prospects and increase your Amazon SEO.
Provide accurate answers promptly to build trust with your audience and guide them to conversions. Because these discussions are part of your listings, they’re part of your pages’ optimization efforts. Incorporate keywords and search terms into your responses to impact rankings while providing a better user experience for your shoppers.
4. User Experience
Amazon wants to promote pages that satisfy their customers with a positive user experience. While reviews are extremely important to Amazon SEO, there are other ways to determine whether your listings are producing happy customers.
Amazon tracks how well you maintain product inventory. They assess how quickly you process orders, how many flawless transactions you deliver, and how frequently you issue refunds. All of these are indicators as to whether you’re providing a user journey that people enjoy. The more satisfied customers you have, the higher your search ranking will be.
Prosper Helps Build Your Business
When it comes to Amazon SEO, there’s a lot for shop owners to navigate. Prosper helps Amazon sellers learn how to grow a profitable business. Join us for Prosper Connect Think Tank this April to participate in a sellers-only discussion forum focused around the theme of scaling up your business. Learn more