Last Saturday we ended up with a list or spreadsheet of keywords with high search volumes that are related to our Amazon product. But what the heck do I do with these phrases now? We analyze the data and put those phrases to work in our product listings.
If you’re not the analytical type and just want to grab a few keywords as quickly as possible you can wing it. If you’ve only saved a few terms and are in a hurry, just click on the magnifying glass on the right and look through your keywords.(Google automatically saves your last plan, so you can come back to it or start over at any time.) Pick five or so and go with those. If they’re on the list and are relevant to your product, you’re good to go. Even the most rudimentary researched phrases are better than the ones you pull out of thin air.
If you want to use the power of Google’s tools to make a scientifically-backed selection of keyword phrases, you’ll need a few more minutes of analysis. Ideally, you’d want the highest search volume terms with the lowest “competition”. You can get this information from the spreadsheet if you download it. Click on the right on the little downward facing arrow and save the spreadsheet to your desktop.
Low competition keyword phrases are not being targeted by others in a PPC or AdWords campaign, and are less likely to be in use by your competitors.
Relevance to your product is the first and weightiest factor in determining your keyword phrases, search volume is next, then competition.
The Search Bar You can also pick one or two high search volume keywords that are relevant to your product, enter each one into Amazon’s product search and analyze what keywords the top results are using. Pick the ones you think are relevant to your product and include those in your title.
Google Instant & Google Trends You can also use Google Instant and Google Trends to find high volume keywords. If you have Google Instant turned on in your account settings, Google “predicts” what you’re typing, as you type it. Pay attention to what pops up in the instant search choices. These are usually the most used terms based on the one or two words you’ve already entered.
Google Trends shows you what’s hot in search terms right now. Just try out a few searches and see what you can find related to your product
WHY it Matters
Why go through all this trouble?
Because you, as the seller, do not think like you, the consumer. Let’s take a look.
For our iPhone cord example, our keywords that have the highest search volumes are:
- iPhone lightning
- lightning to USB
- lightning USB
- iPhone charger cable
- apple iPhone charger
- iPhone 5S cord
- iPhone lightning cable
As a seller, I would describe my product as an “iPhone lightning charging cable” but there isn’t a high search volume for that keyword phrase. You see, it matters if you call it a charging cable, but consumers search for a charger cable, or even a cord. In our minds, these things are all the same, but Amazon’s search engine isn’t as intuitive as Google’s and it may not display the same results based on the wording used in the title or description. That’s why you see some product titles that are R E A L L Y long.
If you want to get your product in front of consumers who want to buy your product, you have to know how the majority of shoppers are searching for that product. Being “close” might get you on the tenth or twentieth page of results. Do you really want a buyer to see twenty pages of similar products sold by other sellers BEFORE they get to your product? Will they even make it to that twentieth page before they purchase an item?
Pick Your Poison
Once you’re armed with keyword phrases, pick out a few with high search volumes and use those in your product title. This will put your product in front of shoppers when they use those same words to search for a product.
You can also use a few in your product description, but don’t overdo it. ALWAYS, write for the shopper (people) first, and the search engines (computers) second. If your title and description reads like a list of ingredients or keyword stuffed nonsense, you’re going to discourage shoppers from making a purchase. You’ll be giving your product a cheap, spammy image and the shopper will buy from someone else.
What Not to Include in Your Amazon Product Listing
Amazon limits how many characters you can use in your product title and description, so we have to be a little bit picky about which words we choose. Our results from last week included title details like “8 Pin”. And while 8 pin is the technical description for the lightning cable, most consumers don’t know that. The lightning cable has eight tiny “pins” or connectors embedded in the hub of the cord, but have you ever taken the time to count them? An IT guy might call it an 8-pin cable, but do you want to limit your sales to IT guys?
In my case, the “8 Pin” description actually caused me to hesitate and be unsure if this product was actually what I was searching for- was it compatible with my phone? Confusing your customers doesn’t help close the sale. Save the technical details for the product description unless they are used by a the majority of consumers. Limit your product title to high-volume, relevant keyword phrases and unique features of the product (if you have room).
In the case of an iPhone lightning cable, buyers usually want to know length, color, and connection. Does it have a USB end? Does it plug into the wall, computer, or car? Is it pink so my boys won’t want to steal it (hehe!)? Is it at least four feet long to reach the corner of my desk where I keep my phone? This is where knowing your customer’s needs comes in handy.
Looking at the Big Picture
SEO isn’t going to miraculously create hundreds or thousands of sales for you on Amazon. The fact is, SEO is only going to get your product in front of shoppers. It won’t help you get people to put your product in their virtual shopping carts. You have to employ SEM and traditional marketing principals AND have a product people need or want. I can be selling the best darn lint balls on the planet, but if people don’t know they need or want them, they’re not going to buy. Good marketing is selling that same darn good lint ball as a firestarter for boy scouts, hikers, survivalists, and campers. Good SEM is advertising my lint balls on websites and forums were these people hang out, where they go to get advice about camping or share a bear-in-the-woods story. It’s running a PPC campaign targeting words like survival gear, emergency firestarters, and guaranteed fire starter.
It’s not enough to have an in-demand product in the world of online shopping. There are too many choices online. The chance of a shopper stumbling upon your product while browsing are slim to none. Don’t get lost in the search box shuffle. Use SEO and marketing to boost your Amazon sales.
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