Developing An Effective Amazon Keyword Research Strategy

You may know the ins and outs of your product line. You know both its strengths as well as the promise it can deliver. But just how well do you know your keyword research strategy on Amazon?

It’s not that keyword research is particularly difficult. But developing an effective strategy can sometimes seem like an uphill battle. Your customers demand more out of your eCommerce platform than sometimes even traditional search engines  can provide. And if you’re hoping to develop maximum visibility, you need to know just where your customers are landing when they’re searching for product features.

Why Are Keyword Rankings Necessary On Amazon?

It’s important to remember that Amazon’s search feature is a search engine itself. It may not be as powerful as Bing or Google, but it still maintains ranking. It still performs like a search engine. And your product still deserves to be presented in the most effective light possible.

However, unlike traditional search engine results,  Amazon doesn’t have quite as many ranking factors; largely because of the fact that there’s considerably less competition than you’ll find with traditional SERP. Instead, what Amazon relies on is their proprietary algorithm called A9—and it’s an algorithm that can sometimes be just as frustrating as Google. However, Amazon has one chief competitive advantage over Google. It’s search engine users are actively intending to purchase your product.

What Is Amazon Indexing?

Indexing on Amazon indicates the number of times a keyword ranks in Amazon search results. Even more specifically, it helps you monitor and review how your listing is displayed as the result of a search.

Developing a relevant keyword index strategy means refining your product description more effectively.  It means streamlining your product details to be more precise, sharper and more focused. It doesn’t mean unnecessary verbiage but summarizing your product more concisely and clearly. Don’t mislead or confuse customers by describing in fifteen words what five could achieve. Your keyword strategy should be focused on relevant results—not necessarily a high search volume. Indexing keywords that don’t result in direct conversions is one of the easiest ways to damage your organic Amazon traffic.

What Do I Need To Include To Maintain Keyword Indexing On Amazon?

The bare minimum to include in your product listing should consist of:

  • Back End Search Terms, avoiding repetitive keywords, unnecessary punctuation and spelling variables. Aim for clarity and simplicity, not sheer volume.

  • Bulleted Product Descriptions. This is where reviewing top sellers in your competition can be positively vital to driving conversions. Are they more thorough in their bullet points? Briefer? More precise? The more effective their performance, the more effective a model they can provide.

  • Structured Data Based On The Sub-Category You’re Targeting. There’s likely  a whole set of data points you’re overlooking in both your title and your bullet points. The “more details” section of your listing gives you the perfect opportunity to showcase them. Be as comprehensive and appropriate to your subcategory as you possibly can.

  • Your Title, including your brand name, a brief description, key features, available quantity, color, size and material. Avoid unnecessary elaborations where possible.

Keep in mind that a periodic keyword audit can help discover what search terms are working for you, and what isn’t. Amazon’s algorithm is far from static, and trending keywords can change virtually overnight.

How Do I Review Keyword Indexing In My Amazon Listing?

Simply type the ASIN of the product you’re reviewing into the Amazon search bar along with any relevant keywords. Amazon will index the product if it finds an informed match. If it doesn’t, you may want to think of clarifying the keywords in your general strategy.


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