HOW TO OPTIMIZE PRODUCT LISTINGS WITH KEYWORDS

04/27/2021

The selection and strategic usage of keywords is an essential component of Amazon product listing optimization. The main aim of using keywords is to enhance your product's visibility which translates to improved conversion rates and sales. 

UPFRONT KEYWORDS VS BACKEND KEYWORDS

Amazon keywords can be of two types:

  • Upfront Keywords: These are the keywords that are visible to the buyers. They should reflect your buyer's psychology and mindset. They are incorporated within product title, product key features and product description.
  • Backend Keywords: These are the keywords enlisted in the backend section of Amazon Seller Account and are not visible to the buyers. They are used by Amazon's algorithm to identify to which buyer your product should be displayed.

HOW AMAZON KEYWORDS WORK?

The logic behind the Amazon search terms optimization is quite simple. When a visitor searches for any term, Amazon displays results that include each and every term that visitor has entered in the search bar. 

SELECTION OF RIGHT KEYWORDS:

You need to have good product knowledge in order to select right keywords for your product and to use them naturally in your content. It is a very detail-oriented task and not an easy one. Keywords should ideally be incorporated in such an organic manner that they don't break the rhythm of your content. There are many online tools that can help you with selecting the right Amazon listing keywords.

STRATEGIC LOCATIONS TO INCORPORATE KEYWORDS:

It is not only necessary to find the right keywords but using them in an effective manner matters too. Adding keywords to Amazon listings is not as easy as it sounds. Let's discuss the sections of content where keywords can be incorporated:

  • Product Title: It is the name of your product and is the most important and strategic location to include keywords. The trick is to include as many keywords with high relevance and search volume as possible without disrupting the rhythm of your title.
  • Product Key Features: These are the bullet points in which you create a need for your product to buyers while describing the qualities. Since bullet points are prominent and scannable, it is preferable to include keywords that are important and haven't been incorporated in the title.
  • Product Description: Product Description is used to build product value and paint a detailed picture of the product. Additional keywords may be included in product description that haven't been used in title and bullet points.
  • Backend Section of Amazon Seller's Account: This is where you can add all of the relevant backend keywords that are not included in content. While structuring backend keywords, keep following tips in mind:
  • Avoid repetition of keywords. You may use as many synonyms and variations of the same word as you want.
  • Stay within the character limit or else your backend keyword won't be indexed.
  • Avoid using punctuation marks since they will increase your character limit unnecessarily.
  • Don't include ASINs and brand name.
  • Avoid using suggestive and promotional words like "Hot-selling", "On sale" or "Discounted".

DON'TS OF AMAZON KEYWORDS:

"Too much of a good thing is a bad thing."

Keyword stuffing can spell doom for your Amazon store. Not only can you be penalized but it won't have much benefit for you as well. Avoid using irrelevant and low search volume keywords. Repetition of keywords can irritate the buyers and make your content look robotic and spammy. Make your content reader-friendly to attract buyers. Be very casual and natural while incorporating keywords.

THAT'S A WRAP FOR TODAY:

Amazon keywords are no doubt a very potent tool for Amazon listing optimization. Select the right keywords for your product and use them at right places to gain benefit. But while doing so, make sure not to disrupt the rhythm and fluidity of your content.