How to Use Keywords to Optimize Amazon Listings

The number of sellers on Amazon is constantly rising, which means the market place is crowded and competitive.

How do you stand out? Use the Amazon algorithm to your advantage.

The algorithm will rank your product listing based on the keywords you use. To be effective and successful, you need to choose the correct keywords and phrases as these directly influence search volume, website traffic, customer sessions, and sales.

How can you use the right keywords to optimize your Amazon product listings? Today, we will break down this question in detail. We will share the best tips to maximize the power of keywords to increase your product rankings, boost sales, and gain more profits.

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1. Identify which keywords to target

To begin with, you have to know which keywords to target for your products. There are a wide variety of keywords describing the same product. How do you know which ones will bring you the most clicks, traffics, and conversions? You can research keywords that rank highest for your products. The metrics in the keyword tool will tell you how they perform.

For Amazon sellers, there are a lot of third-party keyword tools that you can use. For instance, Google Keyword Planner is recommended as a legitimate tool for Amazon sellers. However, the Amazon search is aimed to help shoppers find and buy products, and this is different from how Google functions. It’s better to use a keyword tool designed for the Amazon platform. We’ve listed the following keyword tools to help you analyze keywords in slightly different perspectives.

Reverse ASIN lookup

This tool will help you search ASIN and see which keyword works for the ranking of the product. Because you can check the keywords for product ranking, it’s frequently used for competitor research as you can check the keywords for the product ranking.

Keyword aggregator

By entering a ‘seed word’ you will find all the optimal keywords for your product. This tool lists high-ranking keywords related to the seed word.

Keyword index checker

This tool helps you see which of the keywords are indexed by Amazon and which are not. If the keywords are not indexed, your products will not show up in the search result page.  This tool will help you optimize your keyword list for the product listings.

These keyword tools will give you a wide variety of statics and metrics. Always choose the right keyword tool to;

  • identify which keyword you are going to target,
  • find out its rankings,
  • get its performance metrics,
  • analyze if you should target it.

You can build a list of keywords inclusive of statistics for their search volume, popularity, priority, and relevancy.

2. Diversify your keyword list

When you are planning your keyword list, remember to diversify. Include backend and long tail keywords as these are helpful for your product ranking and business conversions.

Long tail keywords work when customers know what they want to buy and hate to waste time searching. When the customer enters a detailed keyword of the product they want, Amazon will directly present the result they want. Customers using this type of search are most likely to place their orders and buying quickly. Backend keywords will help you increase product ranking when customers use slang or misspell.

Try to include all types of keywords for your products. Each plays a role in their context to boost your business.

3. Narrow down your keyword list

Steps 1 and 2 will result in a full list of target, backend, and long tail keywords. You have to narrow down your choice based on the keyword ranking, relevancy, and search volumes, etc.

There are several metrics you have to take into consideration. Evaluate the search volume, opportunity, relevancy, and broad search volume, etc.

For instance, if you target keywords with high search volume and high opportunity scores, you have to decide which metric to prioritize. 

A keyword with high opportunity is one that is overlooked by your competitors. 

If you want to put opportunity first, you have to choose high search volume keywords that are not used in your competitors’ listings. Different metrics presents different perspectives on the keywords.

Figure out your priority when you sort keywords for your product listings. You can set your metrics for these keywords and search them with the keyword tool. Choose the best fit for your standards and Amazon business. Choose your keyword wisely.  

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4. Insert keywords correctly

Once you have chosen your keywords, you need to make sure that you are using them correctly in your product listings. Correct implementation will ensure your keywords are optimized for Amazon SEO.

No repeated keywords

 Amazon prohibits duplicate content in the product page; you should never repeat keywords in the product listing pages. The repetition is a waste of the allotted character allowance. Instead of repeating keywords, use different types of keywords in that section and put them in the context that makes sense.

No commas in search terms

Use spaces to separate keywords. Punctuation is not necessary and only uses up allotted characters.

Exclude keywords of little relevance

Keywords of little relevance have no impact on your product’s ranking on the search results page. Exclude irrelevant keywords from your product listing page.

Use hyphenated keywords

Two words connected by a hyphen will cover all possible combinations and the individual words at the same time. For example, anti-aging covers itself and its separate two words.

No filler words

Filler words and stop words will be omitted automatically in the search. Stop using these words in the product listings.

Singular and plural forms

Both singular and plural forms are included in the search automatically. There is no need for you to distinguish them.

Lower case and upper case

There is no distinction between lower and upper case letters.

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5. Optimize the keyword placement

The Amazon algorithm places weight on certain sections of the product listing page. This weighting means that some parts of your product listings will play a more important role in the ranking. Optimize keyword placement by putting your keywords strategically in the different portions of the product listing page.

The most important placement is the product listing page’s product title. The title is weighted extremely high and contributes powerfully in the search. Focus on the keyword used in the title. Choose the most relevant and powerful keywords, and insert them from left to right in order of importance in the product title.

Besides the title, you can leverage the power of your keywords in the bullet point descriptions of your product. When writing the bullet points, you want to highlight your products most compelling features and benefits using keywords naturally within the text. You can include keywords, keyword phrases, and long tail keywords in this section. Use as many as possible without compromising the readability.

You can insert keywords in the product description too. Write a compelling description that talks to your customer using keywords that pertain to the crucial features of the product. Use this section to describe where your products would typically be used. Deliver your brand and commitment and write focused copy that aims to convert.

6. Make sure all your keywords get indexed

This section relates to the Amazon backend keyword. Known as “hidden keywords,” they are normally used in the backend of the Amazon Seller Account.

Amazon is both a selling platform and product search engine. Similar to the Google “HTML meta,” an Amazon backend keyword will provide Amazon with additional information about the product listing. Amazon backend keywords are not visible to users, but they will affect the product listing ranking.

Amazon backend keywords only work when they get indexed by Amazon; if they’re not indexed, you must do this on your Amazon Seller Central page.

When you start to work on your Amazon backend keyword, you should not:

  • Use the UPC codes, ASINs, product name or identifier as the keyword
  • Include extremely long content
  • Include subjective words such as “good, amazing, etc.”
  • Use offensive or abusive words
  • Create irrelevant, misleading, and inaccurate info about your product listing

Because there are no notifications for the keyword indexing, you need to test your Amazon backend keyword string once you have created it. Test it, and check the result to know if the keyword string works. If the backend keywords are not indexed, you will lower your chance to gain more visibility of your product listing page. You can use the keyword tool and find other keywords related to your listing. Insert these keywords naturally to the backend keyword string. Make sure the readability of the entire line makes sense.

7. Follow Amazon’s regulations

Amazon has always been committed to defending a fair platform for all its sellers and shoppers. As a result, it has policies and rules covering almost everything about the sellers’ performance. These rules include product listing guidelines, payment regulations, and other kinds of rules. Those who violate the rules will be penalized.  Follow the guidelines below:

  • Exclude brand names, and other deceptive and misleading words
  • Don’t repeat content
  • Make keywords and keyword phrases sensible and logical

8. Always test and optimize

Experienced Amazon sellers know that optimization takes time and energy, and it’s an ongoing task. For the best customer experience, you need to test and optimize regularly.

Take advantage of keyword tools as they help streamline the optimization process.

Remember that your rankings are the gateway to product exposure and profits. The more effort you put in the task, the higher rank you will get, and the more profit you are likely to gain.

It’s worthwhile putting in time and effort to master Amazon keyword selection and usage to optimize your product listings. It seems tricky at the beginning, but it will help build a successful Amazon business. This blog covers almost everything related to optimizing product listings with keywords.  If you are new to this, think about the above tips, try some of them, and figure out which one works for your business.


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