3 Strategies for Evolving Your Amazon Keyword ResearchKatie Reilly
You must keep searching, analyzing, and optimizing your keywords to stay competitive. But a common question from Seller Labs Pro users who use the Scope tool is: How do I begin my Amazon keyword research for my product in the first place?
The truth is that there are loads of ways to find good Amazon keywords for your products. Let’s take a look at three keyword research strategies I consider on the must-do list.
1. Find Competitive Keywords with Seller Labs Pro’s Scope Tool
Obviously, my first tip is to use the Scope tool in Seller Labs Pro to help with your keyword research. If you’re an advanced user, you already know that Scope shows you the Amazon keywords that are driving organic sales for your ASINs. We rank these keywords, and we also provide CPC, user-search-term connections, and the estimated sales the keyword has generated for a particular ASIN in the past 30 days.
Just view the product page for any ASIN in your Tracklist. All the details you need around the relevant keywords for that product are available for you to review, sort, and analyze.
2. Use Amazon’s User Search Term Report
If you advertise on Amazon you should definitely review the Search Term Report to uncover popular user entries typed into Amazon Search Bar.
If you’re using it now, you already know to look for keyword ideas. But do you also research ASINs that appear? When you see a term that begins with B followed by a string of numbers, you know that these are actually ASINs.
When they appear in this report, it means that your product appeared on another product page and was clicked. When the buyer clicked on your product, Amazon associated the click with the original ASIN rather than a keyword.
So what should you do? Check out the other ASIN to see if there’s an opportunity for you. If the connection with your product makes sense, revise/optimize your listing based on the keywords you see. And make sure to keep an eye on it by adding it to the products you’re tracking in Scope! (Looking to take the next step? Check out our Ignite for Amazon Advertising product, with its analysis and suggestions engine, which can help you convert the gems you find into keyword gold).
3. Listen to Customers
So many times we write product listings for ourselves, what we think sounds great. Amazon customers often leave insightful feedback in your product reviews and Q&A sections on your listings. Listen to your customers (and your competitor’s customers)! I’ve often discovered new keyword trends and ideas living with these important feedback loops.
I’ve talked about fishing lures before, and they continue to be a great example. In describing a lure, you may articulate its appearance, its performance, and its features. But one thing I learned was how often reviewers cited ‘hooks’ and ‘hook size’ in their descriptions of how lures work. References to hooks and performance with hooks could yield great new keyword opportunities.
In Scope, you can easily see which of your tracked products (yours or competitors) have the most reviews. Click on those products that have a high number, and Scope can link you to the Amazon product page. Scroll down to the reviews and find new keyword ideas – because buyers can sometimes describe your products in ways that you didn’t consider. Use their terms, and consider their tone.
Seller feedback and product reviews are a great way to connect with your buyers and build a reputation—and if you are using Feedback Genius within Seller Labs Pro then you can get a product review notification, so you know when your buyers are talking about your products.
Perfecting Your Amazon Keyword Research
Now that you have three effective Amazon keyword research strategies at your disposal, it’s time to go to work! Keep in mind that these strategies are meant to be “rinse and repeat.” You should be able to determine how frequently you do keyword research. A good rule of thumb is to update and research keywords every quarter.
Use Seller Labs Pro to get the most out of your Amazon keyword research. The Google Chrome extension lets you keep tabs on movement in your category in the US to see which keywords are driving its organic search rank and sales.
And or those who don’t have the time or patience to do keyword research, see how the Seller Labs Managed Service team can help your business grow.
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