How to Improve Your Ranking with the Best Amazon Keyword Research Tool!
When you talk about SEO, most people just hear Google. For you, as an Amazon seller, this term may ring a few more bells, but these bells might not necessarily have a positive connotation. For many Amazon sellers, SEO is like doing laundry, you know it has to be done at some point, but you really don’t feel like doing it. Let’s face it though: Amazon is evolving into a search engine of its own and the ones who understand how it works will sell more, it’s that simple. So, if you want your products to be found on Amazon, you need to incorporate the right set of keywords into your product description. Without an optimised product page, the chances of your offer being found are very low because, same as with Google, nobody bothers to look at second search result page. In fact, most users click one of the first three results.
If you want to be placed in the top three, search optimisation is crucial, so be sure you fulfil following criteria:
- Your products rank for the right set of keywords. Nobody wants to see green pants while searching for red sweaters, not even as the first search result.
- The higher you rank, the better for you as a seller. The lower your position in the ranking, the lower the visibility of your product.
When it comes to the keywords, many users type results into the search field that are not always the obvious choice. Sellers should therefore not rely too heavily on their intuition but rather use a professional Amazon keyword tool. Only then can an efficient, data-driven ranking optimisation be made possible. Further below, we will introduce 5 different tools for your successful keyword research. Furthermore, we will explore different strategies on how to come up with relevant search terms as well as how to incorporate these terms into your product detail page.
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5 Amazon Keyword Tools for Free and for Finding the Perfect Keywords
Every search engine runs on search terms. Sophisticated calculations in the background match the intent of the user with the search results. The higher the matching probability is, the higher the result ranks. Different platforms use different algorithms that work with different parameters. Unlike Google’s algorithm which scans the whole internet for the best matching website, Amazon’s A9 Algorithm is solely a product search engine, which crawls through its own database. And since Amazon always assumes the user’s intention is to buy a product, it would be wrong to work with the same set of keywords on both platforms.
In addition, sellers need to take the users buying intention into account when searching for the right Amazon keywords. A keyword tool dedicated to Amazon’s algorithm is highly recommended at this point, if you want to come up with the best research for that platform.
Sistrix: Amazon Keyword Research Tool – Free and Limitless
The AMZ toolbox from Sistrix contains, among other things, an Amazon keyword research tool. It crawls through its own database, which is compiled from different sources – even real user data. Sistrix proposes to have the most current Amazon keyword rankings and keyword information due to daily and weekly, but at least monthly, updates. Without an account, up to 10 daily searches are possible. Once you create an account (which is also free), there is no limit to the searches you can make.
Sonar by Sellics: Amazon Search Terms Finder
Sellics, a provider of an Amazon tool suite, has a free Amazon keyword ranking tool named “Sonar”. The program proves its use with different Amazon keyword research functions. By entering a keyword, users can obtain related, often used keywords. There is also a reverse search option implemented where the user enter an ASIN and Sonar gives back all keywords for which this product ranks on Amazon. The only downside is that the complete list of search terms can only be downloaded and not viewed in the browser.
Keywordtool.io – Free but Shallow
Keywordtool.io has already gained some traction when it comes to keyword research for Google. It also provides a database of Amazon keywords which is just one click away from the Google database and also the eBay database. With this, comparing between the platforms becomes very convenient. Another advantage is the possibility to exclude “negative keywords” from the search result. But, unlike Sonar, the free version of this Amazon keyword tool does not show the Amazon search volume for each keyword. This feature can however be unlocked with a paid plan.
Keyword-Tool-Dominator (KTD) for Amazon – Local Search
For sellers who are involved in cross-border trade, this Amazon keyword search tool is perfect due to its capability to distinguish the keywords between different countries. You can choose for example if you just want to crawl the Amazon Germany database or just the Amazon UK database. Another feature is the search based on the product name. Unfortunately, only three queries per day are free of charge.
Keywords Everywhere – An Amazon Keyword Tool as Chrome Extension
This Amazon keyword tool is available not only for Chrome but also for Firefox. After installing the extension you just type your Amazon search term. While Amazon unfolds its suggested functionality, Keywords Everywhere enriches the suggestions with estimated search volumes. Another really handy feature is the Amazon keyword tracker on product pages called “Keyword Density Analysis”. Although the density of a keyword is not a factor at Amazon, this function still provides some very good insights on your competing products. Just browse to a product you are interested in, click on “Analyze Page” and the extension comes up with a list of keywords that exist on that page, along with their search volume and estimated click price for advertising. And what’s best, the good folks at Keywords Everywhere have made this tool completely free of charge.
What is “Amazon Suggests”?
Amazon-Suggests is the name of the suggestions which come from the auto-complete function. They appear as soon as you start typing your search phrase into the search field. The suggestions are ordered by the frequency they are typed. An Amazon keyword suggestion tool can use this function for its own needs.
Strategies Without Amazon Keyword Research Tools: Find More Relevant Keywords
While an Amazon keyword tool is a very important building block in your ranking efforts, it should be complemented by other strategies for best results.
Use Your Brain
Not only – but especially – for Private Label sellers: You know your product better than anybody else. Put yourself in the shoes of your customers and try to guess which keywords they would use to find your product. Also, keep your unique selling propositions in mind. If possible, have a brainstorming session with your team. By doing so, you might come up with key phrases the keyword tools did not find. After gathering a vast list of keywords you still should run them through your Amazon keyword research tool of choice.
Use Amazon Suggest
As explained earlier, the auto-complete functionality of Amazon can be used to find even more keywords. Although the routine might be a little repititive to some, you can search for new keywords by entering the pattern “keyword + a”, “keyword + b” and so on. Go through the whole alphabet to find all interesting combinations. You can also use Keywords Everywhere if you want to get an overview of the estimated search volume.
Amazon Search Volume: A Well Kept Secret
Some Amazon keyword tools show estimated search volumes for each keyword. The tools are only able to estimate because, unlike Google, Amazon keeps the search volume for each keyword a secret. But with the auto-complete function, everybody can at least find the keywords with the highest search volume.
Use Informal Language and Synonyms
Every language is different, even if it’s the same language. If you are in the process of defining your target market, make sure to take this into account. British people might use different keywords to search for the same thing as US customers.
Watch Competitors Keywords
Whenever you think of suitable keywords for your own product a good start is to look at your competing products. What terms do they use in titles and bullet points? What products are recommended by Amazon’s recommendation engine? Also, this might help you to get a feeling for the search intent of your potential customers. Sonar and also Keywords Everywhere offers functions for exactly this.
Found All Your Amazon Keywords with a Tool or Other Strategies? Incorporate Them into Your Product Detail Page!
Now that you have found the most promising keywords, it is important to know that for Amazon’s Algorithm A9 it matters where these keywords are included. In general, there are four fields where search terms can be positioned:
- Product title
The most important keywords go here. Although you have theoretically 250 bytes for the title, Amazon recommends to shorten it to 80 due to the increased usage of mobile devices. So don’t spam the users with keywords, just use your most descriptive keywords in a well readable, and appealing title.
- Bullet points
The bullet points are the second most important position for your keywords. Although you have up to 2500 symbols (5 x 500 symbols) Amazon only uses the first 1000 for the search algorithm. That means you should describe your products with the most important search terms within the first 1000 letters.
- Backend keywords
In the backend, there is another possibility to enter keywords. These keywords are not shown on the product detail page. Here no separators are needed, no comma, no other interpunctions, and also no repetitions.
- Product description
The keywords incorporated in the product description should be the least important. Although Amazon crawls it, it is not yet clear how the content is used for the search algorithms. Especially for long-tail keywords the description might be a good place.
Since August 2018 the limitation for the backend keywords is 249 bytes. It is crucial to respect this limitation. Otherwise, the algorithm might ignore the backend keywords in general. But the limitations might vary from category to category. If you want to play it safe, you should look into an Amazon style guide / Amazon keyword research guide to ensure your title and backend keywords do not exceed their limitations.
Depending on the category the product is listed in, other fields might be available to place your Amazon search terms. For example, so-called “target audience keywords” help Amazon to distinguish the group of people the product is focused on. In general, sellers should use all available fields to make Amazon’s job as easy as possible.
Conclusion: Keyword Tools Are Helpful but They Aren’t the Holy Grail
Ranking defines success or failure in the marketplace. An Amazon keyword tool is a crucial part for optimising your ranking. Features extending solely to Amazon keyword research can be a big help here. Once you are using all the automated help you can get from tools, sellers should always keep an eye on keywords which really help their ranking and which can be reasonably used for PPC campaigns. Even manual research might be the correct way to go to find out more about the search intent of your target group.
The most important keywords belong in the title and bullet points. Minor relevant keywords in the product description and the backend keywords. But always keep in mind the limitations of each fieldset by Amazon. Skipping them might result in ignoring all of your search optimisation efforts.
Image credits in order of appearance: © Bits and Splits – stock.adobe.com / © screenshot @ sellics / © screenshot @ keywordtool.io / screenshot @ KTD / © Aleksei – stock.adobe.com