Whether you are starting out with your first Amazon product, or are a more experienced seller, keyword research is an important step. Do it well, and it can pay great dividends down the line.
Here’s why Keyword research is important:
- Keywords are part of the spine of our ASIN copy.
- They populate the back-end search terms.
- Keywords can be what we base product campaigns around.
- They help Sponsored Products. The better your keyword optimization, the better Auto campaigns can work.
Researching keywords may not sound like the most exciting task for an Amazon seller. Yet it is one of the most important ones!
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7 steps to do keyword research for Amazon:
Start with in-house data if available. This might include internal search terms from your website (if you have a search bar) or it could include historical data from previous Pay Per Click (PPC) campaigns. If you have web analytics that can extract search term referrals to your website, then that is a bonus!
Sponsored Products Data
If you already run Amazon Sponsored Products, export a ‘Search Terms’ report. You want to include any keywords proven to drive sales for your product.
If you are yet to run a Sponsored Products campaign, no problem. Set up an Auto campaign and run this for 2-4 weeks. Use a modest budget of $5-$10 a day and this can help uncover some useful keyword data.
After 1 month, download the ‘Search Terms’ report and integrate it into your keyword list.
Amazon Auto Suggest
Not actually real sales data, but a useful guide. We will take what we can get from Amazon to add to the mix.
Here is a tool that can extract Amazon Auto Suggest data.
Keyword Dominator – http://www.keywordtooldominator.com/k/amazon-keyword-tool
This can give you a quick overview of the top-level keywords sellers are targeting. I’m not suggesting you just copy them or skip doing your own keyword research. But if you have a tool like JungleScout.com (or UnicornSmasher.com) it is a quick way to get keywords.
Search on Amazon for a keyword. When the results appear, simply click on Jungle Scout or Unicorn Smasher and extract the first 50-100 sellers.
Export the data as a CSV and open up in Excel.
The column for the product titles will give you scores of ideas for search terms. This will give you a good idea of the top-level keywords your competitors are targeting.
Google Adwords Planner
This free tool will generate keyword suggestions for you using Google data.
Make searches with your primary keywords. Extract the data Google gives in to a spreadsheet and clean up any irrelevant phrases.
Use a filter to sort the list. In Excel, select ‘Largest to Smallest’ for the ‘Monthly Searches’ column to get an idea of the search volume. Or, sort by ‘Largest to Smallest’ for ‘Suggested Bid’ amount to give you an idea of the keywords other sellers find popular. https://adwords.google.com/KeywordPlanner
Bing Keyword Planner Tool
You can do something similar with the Pay Per Click (PPC) data from Bing Ads.
Hop over to Bing’s keyword research tool. Generate a list of keywords, download to a spreadsheet, sort, and filter. Again you can sort by bid amount or search volume. http://www.bing.com/toolbox/keywords
Scientific Seller Keyword Tool
This free tool can help find long-tail suggestions that other tools may not generate.
This not a fast tool like some of the others are, but it can sometimes discover a few more searches that you may not already have. Let it run for at least 30-40 minutes to get going. http://app.scientificseller.com/keywordtool
About the Author
Gareth Davies is the founder of the Amazon Marketing agency Amz Pro [ Amzpro.co.uk]. The company works with SME private label sellers and eCommerce businesses launching on Amazon. For more info get in touch with Gareth at firstname.lastname@example.org