Across the internet, companies use the right keywords to optimize SEO content to rank for the search terms that people are looking for on search engines. Different search engines like YouTube, Google, Bing, and Amazon, all have audiences that use each platform to find the right information or product. That’s why each platform also has its own way of ranking keywords for searchers.
Amazon keyword research can also help companies get their products to stand amongst the 350 million products available on Amazon today. The right keyword can help your brand show up in customer searches and deliver sales. With the right plan to find keywords, you can determine the best search phrases to use in your product listing to rank for the most keywords possible.
So, how do you find the right keywords for Amazon SEO? And what is the best way to add them to your product description? This guide will help you understand how to perform keyword research on Amazon and use your keywords in your product listings.
Why Are Amazon Keywords So Important?
For businesses that want to sell products on Amazon, it’s essential to know what Amazon keywords their customer base uses. Amazon doesn’t automatically surface products for people. The primary way shoppers find products is by using the search bar—with 61% of shoppers beginning their search for any product on Amazon.
To search Amazon, customers type terms related to the product they want into the search bar. They can reference a primary product category and related terms that help them narrow their search. All of these search terms are Amazon keywords. Businesses can research common search terms that consumers use to build keyword lists that help with optimization, discoverability, and search result rankings in the platform.
Amazon uses a text-match relevancy algorithm to help rank products for specific searches. If your product title, features, and description have keywords related to what a customer searches for, it boosts your product’s chance of ranking higher on the Amazon search results page for that customer’s search.
Amazon’s search algorithm is also constantly evolving. It changes how it values order frequency, customer reviews, keyword relevance, and other factors in its ranking. Having a deep understanding of those factors and how keywords relate to them will help you adapt to future algorithm changes and maintain your product page rankings.
Helium 10 Frankenstein: Features and Tips
Effective keyword research for Amazon products is crucial when selling items on Amazon in order to increase your exposure and drive traffic to your listings. With the aid of cutting-edge technologies like Frankenstein from Helium 10, you can shorten the procedure and find profitable keywords that can significantly increase your sales. We’ll look at how to use Helium 10 Frankenstein to perform Amazon keyword research in this article segment.
What Are the Best Features You Can Find in Helium 10 Frankenstein?
Seed Keyword Generation
Frankenstein allows you to input a list of seed keywords, which are the foundation for generating a broad range of relevant keywords. These seed keywords can be related to your product or niche, providing a starting point for the keyword research process.
Comprehensive Keyword Extraction
Using the seed keywords or competitor ASINs, Frankenstein generates an extensive list of potential keywords. This list includes relevant variations, long-tail keywords, and related terms that can help you expand your reach and discover untapped opportunities.
Advanced Filtering Options
To refine and focus your keyword list, Frankenstein provides various filtering options. You can filter keywords based on search volume, competition level, word count, and more. These filters enable you to identify high-potential keywords with optimal search volume and attainable competitiveness.
Competitor ASIN Analysis
By entering your competitors’ ASINs into Frankenstein, you can uncover the keywords they are ranking for. This feature allows you to gain valuable insights into their successful strategies and identify potential opportunities to optimize your own product listings and outrank your competitors.
Reverse ASIN Lookup
Frankenstein’s Reverse ASIN Lookup feature enables you to enter your own product ASIN and discover the keywords your product is currently ranking for on Amazon. This information provides valuable guidance on optimizing your listing further and helps you identify additional relevant keywords to target.
Multi-ASIN Analysis
With Frankenstein, you can analyze multiple ASINs simultaneously. This feature is particularly useful when comparing keyword rankings and identifying common keywords across multiple competitor listings. It helps you gauge the competitive landscape and uncover unique keyword opportunities.
Keyword Grouping and Organization
To keep your keyword research organized, Frankenstein allows you to create keyword groups. You can group keywords based on their relevance, competitiveness, or any other criteria that suit your strategy. This feature helps you manage and track your keyword inventory effectively.
Export and Integration
Frankenstein enables you to export your keyword lists in various formats, making it easy to work with the data in other tools or platforms. Additionally, the tool seamlessly integrates with other Helium 10 features and tools, allowing you to leverage a comprehensive suite of Amazon seller solutions.
How to Use Helium 10 Frankenstein? Step-by-step
- Access Helium 10 and navigate to the Frankenstein tool.
- Start by entering seed keywords related to your product. These are the initial keywords that will generate a broad list of potential keywords.
- Use the filtering options to refine your keyword list. You can filter keywords based on search volume, competition level, word count, and more. Experiment with different filters to focus on the most relevant and high-performing keywords.
- Consider analyzing competitor ASINs. Enter the ASINs of your competitors’ products to extract the keywords they are ranking for. This can provide insights into their successful strategies and reveal opportunities for optimization.
- Utilize the Reverse ASIN Lookup feature by entering your own product ASIN. Discover the keywords your product is currently ranking for, helping you optimize your listing further and uncover additional relevant keywords.
- Once you have a comprehensive list of keywords, strategically incorporate them into your Amazon listing. Place them in your product title, bullet points, product description, and backend search terms. Remember to prioritize relevance and readability.
- Regularly revisit your keyword research using Helium 10 Frankenstein to stay up-to-date with keyword trends and make adjustments to optimize your listing.
Conducting Amazon Keyword Research
Now you know why Amazon keywords are important, but how do you find relevant keywords to optimize for in your product listing? Let’s look at the steps to take to research Amazon keywords.
Step 1: Brainstorm a Base List of Keywords To Research
The first step to keyword research is determining the base keywords you should consider. These are the primary search terms most related to your product.
To do this, consider the general terms people use when searching your product category. Shoppers aren’t necessarily shopping for your brand—so they will use related terms to the product instead.
Here are some important things to consider during this process:
- What is the primary product category your product is in?
- Are there any related terms that customers use to find products like yours?
- Are there any terms in your product description that people use to narrow their search results (product colors, features, sizes)?
- Are there any adjacent products that have features similar to yours?
Remember that these will be the initial terms that you’ll start your keyword research process with. You’ll use them to create an extended keyword list.
Step 2: Create an Extended Keyword List
Once you have your initial keyword list, the next step is to expand on the list of words you have. This process involves using tools to expand your searches and discover new terms you may not have thought of yourself.
Here are a few methods for expanding your keyword list.
- Use the Amazon search bar: Start by putting your primary product keyword in the search box. Use the related keyword suggestions that Amazon provides to get a list of related terms that may be good to add to your keyword list. Apply this strategy to the rest of your keyword list. Once you finish, you’ll have an expanded list of keywords that Amazon believes are relevant to your product page.
- Use a reverse ASIN lookup tool: One of the best ways to see which keywords are worth targeting is by examining what your competitors are doing. The products ranking at the top of the search results are the ones doing something right. See how they optimize their listings to learn how to do it yourself. You can use a chrome browser extension or a reverse ASIN lookup tool to get help examining your competitors and automatically generate insights about Amazon keywords for your product. Quick tip: the ASIN is at the end of the URL or in the product information.
Use Google suggested searches: You don’t have to only stick to Amazon searches to get ideas for keywords you can use. Google also has a wealth of information you can tap into. Head to Google’s search engine and type in your product category. Like the Amazon search box, you’ll get a list of related terms as you continue typing your keyword.
Step 3: Use a Keyword Tool To Analyze Your Keyword List
Now that you have a keyword list, you must determine which terms are worth using. If you have a long list, it may be overwhelming to go through it manually. Using a keyword tool can help you gain insights into those terms in a fraction of the time.
Frankenstein is a keyword tool that offers this ability. It allows Amazon sellers to enter large keyword lists into the tool for processing. Once you enter your keyword list, you hit “continue” and let the tool process your list. Frankenstein’s creator, Helium 10, has a large amount of internal data about Amazon products which is how the tool generates insights about your keyword list.
Here are some important features you’ll find when using Frankenstein:
- Sort by popularity: Sort your keywords by popularity to discover which terms are used the most by Amazon searchers
- Remove duplicates: Avoid making your keyword list too large by removing duplicate keywords
- Find and replace: Replace misspellings and wrong phrases with the correct wording
- Remove common phrases: Remove common stop words that aren’t relevant to a keyword’s meaning
Using Frankenstein will help you clean up your keyword list and offer insights into the best terms to target on your product page.
Step 4: Create a List of Keywords Based on Primary, Secondary, and Backend Lists
Once you run your keyword list through a research tool, it’s time to decide which keywords to use on your product listing. To do this, you’ll need to sort your keywords into lists and prioritize them on your product page. There are three main types of keywords you’ll want to consider.
- Primary keywords: These terms get the most search traffic and drive the most revenue for your product listings. Make sure your title includes your primary keyword. Include other high-value keywords in your product features, image alt-tags, and product description. Include as many of these keywords as possible where it makes sense to help the Amazon algorithm index your products for those keywords.
- Secondary keywords: Your secondary keywords are terms that are still relevant to your product but don’t relate to your core offering. These aren’t as important to include as your primary keywords, but can still offer value if your product is adjacent to another category and useful for buyers of those products. Don’t go out of your way to include these keywords if they don’t make sense. But if you can include them in your listing, do so where possible. Remember that your goal is to create a listing that reads well for customers, so make sure you use the terms naturally in your product listing.
- Backend keywords: A backend Amazon keyword is one that doesn’t show up on your product page. Amazon understands that you may not be able to fit every keyword into your listing, so they offer a way for sellers to use more keywords in private. You’ll find your backend keyword list on your product page settings. There is a search terms box that allows you to enter additional terms for your pages. Quick tip: There is a 250 bytes (~250 characters) limit for this section.
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Using Your Keywords Successfully
Now that you have your keyword lists, it’s time to integrate them into your Amazon product listing. If you did enough research, you probably have an extensive keyword list. It may be tempting to cram as many into your listing as possible—but doing this can be a big mistake.
Amazon doesn’t want sellers to keyword stuff their listings. The platform doesn’t need to see a phrase a certain number of times to rank your product. It can learn what your product is about by examining your content and seeing a keyword once.
Keyword stuffing also offers a bad user experience. It’s hard to fully explain what your product offers when you have repeated terms everywhere. Amazon shoppers can learn more about what you offer when seeing a variety of terms used to describe a product and its benefits.
You can also miss out on traffic from additional search terms when you keyword stuff as well as indexing opportunities if Amazon doesn’t associate your product with secondary search terms.
So, what are the best ways to use keywords in your listings then?
Product Title
Your product title is among the most important places to put your primary keyword. It’s the first thing customers see when looking at your product on the search page and helps them determine if it’s worth clicking on. Using a primary keyword in this section will also help the Amazon search algorithm rank your product for the most high-value search terms.
Some other tips for Amazon product titles include:
- discussing your product’s most important features like color, size, power, and any other term people use to search for your product type
- describing your product in 200 characters here, so stick to the most critical information
- putting your most important terms first to make sure customers know what your product is, especially since titles may get cut off on mobile devices
Product Features/Details
Your product features section is the next most important part of your Amazon listing. It’s the section at the top with bullet points that allow shoppers to get a brief overview of your product’s most important features.
You have a little more room to work with here than in the title section—with a maximum of 1,000 characters. Many sellers can use this limit to fit five main product features with around 200 characters each.
Think about the features that make your product stand out from the rest and the popular keywords associated with those features. And remember to avoid overusing keywords as well. Your goal with this section is to sell the customer, decrease your page’s bounce rate, and maintain your product ranking.
Product Description
Your product description is the final area to focus on when using Amazon keywords. It’s the section farthest down the page that allows you to enter more information about your product in a freeform format. You’ll have 2,000 characters to talk about your product in this section.
This space is an excellent area to go into more detail about your product’s features. Expand on why your product’s features are the best and use more related keywords to make your case.
If you apply for the Amazon brand registry, you can create Amazon A+ content in this area. This will give you more tools (along with an increase to 5,000 characters) to include more keywords on your product page.
Amazon Keyword Research for Selling Success
Amazon has a ton of customers that want to buy your products. Countless people turn to the platform as their first choice. But that doesn’t mean you can just throw up a product page and immediately see traffic and sales. With all the competition on Amazon, you have to do some work to get your products noticed—and Amazon keyword research is one of the most vital components of that process.
The keyword research steps outlined above are great at generating Amazon SEO terms that will help your products rank in consumer searches. As time goes on and you generate more data, you’ll learn more about which keywords work and which don’t. Continue optimizing your listing in the future to get the most out of your Amazon listing. You can always try a trusted keyword tool to analyze your data and help keep track of your optimizations so you remember which versions generated the most sales.