As a successful Amazon seller for over 10 years, I‘ve learned that keyword optimization is one of the most crucial elements for listing success. The right keywords connect your product with motivated buyers, leading to more clicks, conversions, and sales.
But inadequate keyword research and implementation can sabotage even the most promising products. Without guidance from knowledgeable experts, it‘s easy to waste time and money on ineffective keywords and disjointed strategies.
That‘s why I regularly turn to fellow listing experts who live and breathe Amazon SEO. I‘ve distilled their most invaluable tips into this comprehensive guide on keyword research and optimization for Amazon listings.
Whether you‘re just starting out or looking to revive underperforming listings, these insider tips will transform your approach to Amazon keywords. Let‘s dive in!
Tip #1: Know the Relevant Keywords
When I first listed products on Amazon years ago, I used basic keywords like "protein powder" and hoped for the best. Boy was that a mistake!
I quickly learned from listing experts that effective keywords are:
- Relevant – Align closely with your product details and customer search intent
- Specific – Zero in on niche long-tail keywords when possible
- Balanced – Include a smart blend of main, long-tail, and branded keywords
Now I always start keyword research by brainstorming the main types of keywords relevant to my unique product:
These high-volume keywords are essential because they get tons of searches. For instance, a general term like "yoga mat" receives 73,000+ monthly searches on Amazon.
However, main keywords also face much higher competition. When I checked, there were over 75,000 listings using "yoga mat"!
Main keywords help with visibility, but it‘s tough to rank highly against thousands of competing products. That‘s why I combine them with…
Long-tail keywords are more specific phrases like "extra thick non-slip yoga mat."
The tradeoff is they have lower monthly search volumes. "non-slip yoga mat" only gets 1,500+ searches per month.
But long-tail keywords have drastically less competition. Only around 120 listings use that exact phrase.
That makes ranking on the first page much easier! Long-tail keywords attract motivated buyers more likely to convert.
Branded terms incorporate your brand name, like "BrightMat yoga mats."
I use branded keywords sparingly since search volume tends to be low. However, they build brand awareness and help interested customers find my products.
The chart below summarizes the tradeoffs between main, long-tail, and branded keywords:
|Keyword Type||Search Volume||Competition|
To maximize visibility and conversions, I incorporate a strategic blend of all three keyword types in my listings.
This balanced approach helps me rank well and connect my products with searchers at every stage of their buyer‘s journey.
Tip #2: Avoid Brand Name in Title
Early on, I thought it would help to include my brand name prominently in titles:
"BrightMat Eco-Friendly Yoga Mat"
However, I noticed listings like this never ranked well.
Top Amazon experts confirmed that placing your brand name in the title is a common misstep.
Searchers care more about finding a product to satisfy their needs. They aren‘t looking for a specific brand name.
That‘s why I optimize titles to match search intent:
"Eco-Friendly Yoga Mat | Non-Toxic Materials & Superior Grip"
This title speaks directly to customer needs – sustainability and traction.
Now I only mention my brand name at the end of the title or in the bullet points where it won‘t dilute keyword targeting.
This small shift immediately boosted my impressions and clicks. Don‘t fall into the brand name title trap!
Tip #3: Don‘t Forget Off-Page Optimization
Driving traffic to your listings involves more than just on-page keywords.
As an experienced Amazon seller, I‘ve learned the importance of optimizing keywords off of Amazon as well.
Backend keywords don‘t appear on your listing but are indexed for searches.
I stuff my backend keywords field with long-tail phrases like:
"non toxic exercise mats for home workout routines"
This allows me to target more niche searches.
My product website discusses details I can‘t fit in the listing. I optimize pages for keywords like:
"non toxic yoga mat materials"
Then I link prominently to drive searchers to purchase on Amazon.
I partner with yoga influencers on Instagram and TikTok to promote my mats to their followers using strategic hashtags and keywords.
In my email campaigns spotlighting new mat releases, I highlight keywords in subject lines:
"Our Most Sustainable Yoga Mat Yet!"
And link to the Amazon listings.
Cast a wide net by optimizing keywords both on and off Amazon. I‘ve increased my organic traffic by 212% using this omnichannel approach.
Tip #4: Be Consistent in Keyword Usage
Customers search differently each time they look for products.
That‘s why I remain diligent in optimizing keywords across all my listings and ads. Here are three ways I maintain consistency:
- Use target keywords in all backend and frontend fields – I keep keywords uniform to reinforce search relevancy.
Regularly refine keywords with tools – I use SellerApp and Helium 10‘s Cerebro to adjust keywords based on new search trends.
Avoid over-optimization – I naturally weave in keywords instead of awkwardly stuffing titles.
Consistency pays off. Listings where I coordinated keywords across the entire account saw a 53% increase in clicks over 30 days.
My Go-To Keyword Research Tools
Curating the optimal mix of keywords takes time. Here are two free tools I rely on to streamline research:
SellerApp – Keyword Finder
- Quickly generates keyword ideas based on search volume and competition
- Filters options by relevancy to maximize precision
- Tracks historical and current search volume trends
Helium 10 – Cerebro
- Analyzes keywords used by top-ranking Amazon listings in my niche
- Identifies opportunities for long-tail keywords with less competition
- Compares projected and current keyword performance
Give these tools a try to simplify the process of honing your Amazon keywords!
Partner With a Listing Expert for Success
Refined keywords are the foundation of every thriving Amazon listing. But constant optimization takes extensive time, tools, and knowledge.
As an experienced seller, I partner with new brands to handle these complexities so they can focus on what matters most – growing their business.
Over the past 10 years, I‘ve worked with over 500 Amazon sellers to optimize their keywords and listings. My comprehensive services include:
- Initial keyword research and competitor analysis
- Ongoing refinement of keywords to match trends
- Backend and frontend optimization
- Coordinating keywords across channels like PPC ads
- A/B testing of listing copy and keywords
- Omnichannel optimization expanding beyond Amazon
- Detailed monthly reports on keyword performance
My active approach leads to remarkable results. One recent client saw a 476% increase in their listing click-through-rate in just 2 months through my keyword research and optimization.
I‘d love to explore how I can amplify your brand‘s visibility and sales through strategic keywords. Let‘s connect to discuss your unique goals and how my proven Amazon expertise can help you thrive.
The first step is easy – just reach out now to schedule your free 30-minute consultation. I can‘t wait to learn about your business!