How to Master your Keyword Game on Amazon

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Don't let your FBA products get buried in Amazon's search results. Discover how to create keyword strategies that elevate your profile and boost your sales.

Amazon Keywords and FBA Seller Success

Keywords make the difference in whether potential customers see your FBA product listings, but no seller has the time to make keywords into the time-sink they can easily become. The internet has an overwhelming amount of tips, tricks, and idle speculation on things like the A9 and A10 algorithms and "decoding" closely guarded Amazon secrets. The good news: You don't need to know any of that to develop a successful keyword strategy.

The only thing an FBA seller needs to know about Amazon's algorithms is what they are intended to do, which is to provide search results that give customers exactly what they need on the first page and preferably at the top of that page. If you want to know how to use that knowledge to sell your products, read on.

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Amazon SEO is About Customers, Not Algorithms

A strong SEO strategy starts with understanding who you are trying to reach. If your product is motorcycle tires, the top spot on the search results for "cycle tire" doesn't help you if everyone searching that term is looking for bicycle tires.

A new Amazon seller selecting keywords may simply list everything they would search for, and that is actually a great place to start. Even with the most sophisticated tools and strategies, the best selection of keywords will always come down to your product, your target customers, and what those customers search for.

You don't need to be the top result for the most searched terms on Amazon. You need to be the top result for the people who will actually buy your product. But how do you get there?

Here are a few tips for how to get started with finding keywords:

1. Think About Search Intent: Are your customers looking for a specific product, a solution to a problem, or inspiration for a purchase? Tailor your keywords to match their intent.

2. Identify Your Target Audience: Think about demographics, interests, and pain points. Don't just describe the product. Describe the problems the product solves.

3. Do Customer Research: Read product reviews, including those left for competitors. Look over relevant online forums and social media groups. You can even survey current customers about how they use your products.

4. Analyze Search Queries: Get under the surface when you look at search statistics. Look for language patterns and identify the specific words or phrases that come up most often.

5. Brainstorm Keyword Variations: The top spots in your category may belong to sellers who are out of your league, or the space may be saturated with similar products. Think about synonyms, related terms, and different ways your customers might describe your product. Consider regional or cultural variations in language and features that distinguish your products. The solution to a crowded marketplace is often found in underserved niches.

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Mastering Keyword Tools

Once you've researched keywords, the next step is finding the words and variations potential customers use the most. This is where dedicated keyword tools take the guessing and trial-and-error out of successful Amazon SEO.

Keyword tools dive deep into Amazon's search data. Not only do they save you potential hours of manual labor, but they can also reveal high-volume, low-competition keywords that you might miss on your own. That can help you focus on the keywords with the highest potential for traffic and conversions.

Keyword popularity can also fluctuate over time. Keyword tools help you stay ahead of the curve by tracking trends and identifying emerging keywords before they become saturated.

Finally, the best keyword tools do more than just output a list of search terms. They also help you optimize product listings with things like keyword suggestions for titles, bullet points, and descriptions.

There are a variety of tools out there, and many of them include multiple features. To make the most of your chosen tool, you need to understand what those features do for you.

Keyword tool features to consider:

1. Amazon-Specific Keyword Research Tools: These tools are specifically designed for Amazon sellers and offer features like product research, competitor analysis, and PPC campaign management.

2. General Keyword Research Tools: While not specifically for Amazon, these tools can still provide valuable insights into keyword search volume, trends, and competition.

3. Browser Extensions: Some keyword tools offer browser extensions that provide real-time data about web pages you visit. This can help you to identify and understand your competitors' keyword strategies.

At the same time, you will also want to consider your specific needs, including pricing, features, ease of use, and customer support. Just because your favorite influencer prefers a particular tool doesn't mean it will fit your use case. Look for tools that are designed around your needs as an FBA seller.

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Put Your Keywords to Work

While organic keyword optimization is essential, it's not the only place where keywords can help your product listings. A well-developed keyword strategy can also help you to get the most out of your ad spend. You can use all the effort you put into finding the best keywords for your listings to optimize your pay-per-click (PPC) advertising and promotions.

Married with a solid Amazon SEO strategy, advertising efforts such as PPC campaigns and seasonal promotions can put your product front and center in search results when shoppers are actively looking to buy.

Amazon PPC operates on an auction system. When a customer searches for a product, Amazon displays sponsored ads alongside organic results. These ads are triggered by keywords you bid on, and the highest bidder gets the top spot.

Beyond just picking relevant keywords to bid on, having variations and niches to target can help you get the most out of every dollar you spend on PPC ads. You can also tweak your approach using the different options for PPC ads:

1. Broad Match: This is the widest net, casting your ad to a broad range of search terms that include your keyword or variations. It's a good way to increase visibility, but it can also lead to irrelevant clicks. This is a good place to start when you are testing out keywords.

2. Phrase Match: Your ad will show when a shopper's search includes your exact keyword phrase or close variations. This offers a good balance between reach and relevance.

3. Exact Match: Your ad will only show when a shopper searches for your exact keyword phrase, ensuring high relevance but potentially limiting your reach. This option is best suited for when you have identified an underserved niche you want to really focus on.

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Unlocking Your Amazon Potential with Keywords

Your keywords are the foundation of your product's visibility, discoverability, and, ultimately, sales. To get the most out of the time and money you put in, you need a proactive keyword strategy that considers every possible implementation, from product listings to advertising.

If you're ready to take your Amazon SEO to new heights, Mayan can help. Our platform offers a suite of tools and services designed to optimize your listings, streamline your PPC campaigns, and unlock your full growth potential. Sign up today, and let us show you the power of data-driven decisions and expert guidance.

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