If you want to learn how to increase sales on Amazon , there is a good chance you will hear about keyword research. But what does this mean, how can you do it? That's all about this article.
What is keyword research and why do I do this?
"Keyword" in Amazon's terminology is a word or phrase that appears in product lists and customer searches, and Amazon's algorithm uses it to match both. The idea is to show customers the products they are most likely to look for and determine which products are most relevant by evaluating the similarity of the words used in the customer’s search to the product list itself. For example, after a customer searches for "Blue Broom", products with "Blue Broom" in the title will appear at least near the top of the search results page.
When shopping on Amazon, customers usually have some ideas about what they are looking for and have to try to turn this idea into text, go to the search bar to find it. Interestingly, even clients looking for the same thing tend to type a variety of different words/phrases into the search bar. This is where keyword research comes in. To get a great ranking of organic searches and therefore list visibility, you need to actually write the relevant words and phrases that people use most frequently in searches on your list; so that Amazon's algorithm matches these searches to your list and displays your product. To get relevant and frequently searched keywords in your list, you need to know what they are, keyword research will tell you.
How to use Helium10 for keyword research
keyword research involves using Amazon tools (such as Helium10, Viral Launch, Jungle Scout, ZonGuru) to collect and evaluate keywords to meet standards such as search volume and product competition. We will use Helium10 to illustrate the process and pretend we are doing keyword research because we want to sell tents on Amazon.
When you start the process of researching keywords, put yourself in your clients’ shoes and try to understand what they will search for. Remember that people in different market segments will have different needs, which will most likely be reflected in different search terms. A quick trick to consider potential keywords customers may use is to start typing in the Amazon search bar yourself and note down the suggestions they provide. Once you have a rough idea of the potential keywords, go to Helium10’s “Magnet” tool. You can enter the keywords you found in your previous considerations here. The search results for
Magnet will look like this:
Magnet Displays useful information about keywords, including search volume (how many keywords are searched per month), search volume trend (whether demand is rising, falling or staying stable) and title density (how many competitors have the exact keywords in the title list). Among these search results, we see that many of these keywords get hundreds of thousands of searches per month. Suppose you think the competition is too fierce and need to find more niches in the market. You can use filters in Magnet to specify the results further:
Applying these filters will give us the following results:
Helium10 enables users to save keywords to a list for further analysis and data storage, but you can also export all the data you see here as a .CSV or .XLSX (Excel) file. An important and useful way to further evaluate these keywords is to actually search for them on Amazon (note: you can also click the "Open in new window" icon to the right of the keyword in Magnet results to route to the search on Amazon). After a keyword search on the Amazon search results page, you can evaluate the relevance of product results (indicating how well customers need and whether there are opportunities), how many reviews the product has, and how they have reviews.
Remember that the goal of keyword research is to find keywords to include in your list that will enable your product to rank as high as possible and be seen as much as possible.Once you get keyword data from Magnet, your job is to apply your own criteria to evaluate what the best keywords are for your product. While this determination involves many factors, you need to build standards around:
· Market size
o Search volume for you and your product (to make sure there are enough people looking for your product first, and you have the chance to go up in the natural ranking and be really seen).
o Sales volume required for ranking to rise.
· Product Competition
o How many competitors have exact keywords in their list titles.
o How many comments have been made from competitors.
o Number of sponsored products for this keyword.
For example, if I have exported the Magnet result to an excel file, I can then sort the file and build a final keyword list that matches the criteria I set. It is wise to "graded" keywords based on the quality of their keywords to be used to build lists, because you want to put the best keywords in the title, put the next best keyword in the bullet, and so on. While you don't want an overly long list, each line of material is a chance to get another keyword and may rank in more searches. The more keywords you have (within reasonable limits), the better.
Conclusion
In summary, keyword research involves using tools like Helium 10 to collect data about what customers search on Amazon and the products they see when searching. With this data, sellers can gather insights on potential product opportunities and determine what wording should be included when building their own list. Now that you have completed your keyword research, you can build your list!
