Welcome back to SEO Saturday and Happy Valentine’s Day to those who celebrate.
Last week, we talked about why you lose sales on Amazon with a haphazard product listing. Today, we’ll cover how to remedy that problem. The solution is SEO for Amazon.
Your Amazon products need SEO.
Amazon is a search engine universe all its own and isn’t affected by Google’s algorithmic changes. But we can use research tools designed for traditional SEO to help us with our Amazon listings. Let’s use our example from last week of the iPhone lightning cable product.
The First Step: Know Your Customers
The first step in selling any product or service is to know your customer base. What are they looking for? What are their needs? What need does your product meet in their lives? What words do they use when describing or searching for your product?
These are crucial questions to ask.
Let’s say you are an artist. But you’re not just any artist. You’re an expert at identifying colors and you produce stunning paintings custom made to match a customer’s home decor.
When you list your latest artwork on Amazon, you’re likely to name it,
“Sunset hues of deep magenta and gradient crimson
featuring male mallards in flight.”
While that’s a terrifically accurate description, it’s a flop if everyone is searching for “red painting with ducks.”
Both phrases relate to the same product, but knowing which one is being used is critical. In theory, it’s a wonderful name.
In practice, it doesn’t produce sales. So it becomes a case of, “Do you want to be right, or do you want to sell paintings?”
Alright, how do you find out what words people are using to look for products similar to yours? You do some SEO research.
Tools for SEO Keyword Research
First, we’ll use an analyitical tool designed to help people select keywords to use in a paid Google advertisement, known as a Pay-Per-Click ad (you pay Google) or AdWords campaign (Google pays you).
Go here: https://adwords.google.com/KeywordPlanner, and sign in with your Google account (or create one if you’re still partying like it’s 1999). Once you sign in, you’ll get a screen like this:
You’re going to click the first option, “search for new keywords”.
Finding High-Volume Keywords to Use for Amazon Products
Next, we’re going to enter the most basic information about our product.
You’ll end up with a box that looks something like this:
And now the magic happens. Click, “Get Ideas” when you’re done entering your phrases describing your product.
There are lots of extra qualifiers available in this tool, but they don’t really apply to what we’re doing today, so you can ignore them.
Analyzing Search Volume Product Keywords
Your next screen will look like the one below. And since we’re not actually planning a PPC or AdWords campaign, we’re going to click the tab that says, “Keyword Ideas”.
We’re going to ignore that fancy bar graph at the top and scroll down to the actual results. The first box shows results of the phrases you entered, and the next box shows phrases generated by Google based on actual search trends.
Step One: First, click on the, “Avg. monthly searches” to sort the results according to search volume. Search volume is the number of times that keyword phrase was entered into Google in a calendar month. This is what we’re interested in since we need to know what words people are using to search for products like ours. Clicking once on the heading sorts the results so we see the highest search volumes first.
You can ignore the rest of the data in the table since we’re doing research for Amazon product listings right now.
Step Two: In the first box, if the keyword has a decent search volume, go ahead and click the “Add to plan” >>. If there is no number and only a “-” in the search volume space, no one is using this term and there were less than 10 searches in a month.
The second box is where you’re going to have to do a little work. You’ll need to scroll through these results and decide which ones are RELEVANT to your product. If there’s a high search volume for, “iPhone 6+” but you’re selling a CHARGING CABLE for an iPhone 6+, you can ignore that keyword. Choose keywords that describe what you’re selling. When you find a keyword that describes your product, “add it to the plan”.
This process can take minutes, hours, or days. Try not to get too caught up in searching for keywords, since we’re only going to be using 5-10 relevant keyword phrases with decent search volumes right now. One you get 10-50 keywords selected, we’re ready to pick our keywords.
You’ve now got a list of the most searched for terms related to your product. This list isn’t specific to Amazon, but it’s specific to Google, so it isn’t too big of a stretch to believe Amazon users are entering the same terms.
Next week, we’ll learn how to analyze the keywords we’ve gathered and put them to use in our Amazon product listings. Check back in with the Social Caffeine Team next Saturday for the third and final installment in this How-to on SEO for Amazon Products.