Not using keywords correctly in your product listing copy and not having them formatted the right way in your keyword fields can cost you traffic and sales. Failing to include the right back-end search terms will have negative ramifications for your products being sold on the Amazon marketplace. So, it’s something you need to take very seriously! Amazon internally uses a ranking algorithm which is based on the frequency of search entries and their associated keywords. Retailers who don’t pay attention to the optimization of their Amazon keywords risk sales losses since the competition may be better aligned with the product sector.
Here are some secrets/insights and tips on how to optimize your keywords and increase sales on Amazon.
1. Amazon Counts the Title as a Keyword Field
Amazon's internal search engine matches individual words and phrases typed into the search box with the keywords you provide into your product title, search terms fields, and other areas. Neglecting to enter keywords into the title of your listing and only including them in the copy or search terms fields can drastically reduce your visibility on Amazon.com. Moreover, the title outranks all other fields in importance. It is advisable to put keywords throughout your copy (title, bullets, description, search terms fields, etc.). However, the keywords you value most should be placed near the front of your title.
2. Amazon Accounts for Stemming, Plurals & Commas
Another common debate is whether you should use commas and plurals in your keyword fields. Seller Central outlines this clearly as well. Stemming is taking a root word and adding various endings to it. For example: diet diets dieting dietary dietitian etc.
Plurals and common other endings such as “ing.” Anything beyond that I would consider adding as another search term.
3. You Should Not Add Competitor Brands to Your Keyword Fields
Putting other brands' names in your keyword boxes is a popular practise. This is said to be an effective technique to increase visitors to your website. Inputting irrelevant keywords (including brand names that aren't yours) can lead to your listing being removed. If you're found guilty of employing irrelevant keywords to attract traffic, Amazon describes this as keyword bombing and warns you that your product listing may be removed from the category it's in.
4. Tailor Your Keywords According to Competitiveness
Hitting upon keywords that are high in search volume and low in competition can give sellers an edge. Discovering such keywords often takes time but is always worth the effort as benefits can be reaped in the long run.
5. Consistency with Keywords
Consistency is key while listing products on Amazon. Using keywords in all your listing areas including the product title, bullet points, description, and backend keywords in a consistent way helps in monitoring each keyword’s performance. If you are launching any advertisements, marketing campaigns, or doing an Amazon PPC (pay-per-click), incorporating the keywords you want to rank for in your content is vital for better impressions. Moreover, your product titles should always have the same order of keywords, regardless of the variation; in the product description, you can make the product come alive.
6. Differentiate Between Keywords and Longtail Keywords
Longtail keywords are a string of three or more keywords and make up almost three-quarters of searches online. Using them in addition to the main keywords can give better odds of conversions.
SEO is an endless field and utilising your time effectively and efficiently is really important. Moreover, the approach of each seller in SEO optimisation varies and depends upon many other factors such as the nature of the product, goals of the business, etc. Do let us know your thoughts and tips on SEO optimization on Amazon. For more info on how to be profitable and successful business on Amazon, please contact info@unicornorange.com.