As an Amazon FBA seller, you’ll already be aware that keywords, intelligent research and SEO are everything when it comes to making your products stand out from the crowd. With over 480 million different products for sale on Amazon in the USA alone, it’s little wonder that many sellers struggle to get the recognition that their products deserve.
Words are power
Optimizing SEO and choosing the most effective keywords are skills that will grow with your business, however, we’ve put together the following guide to help you push your product to the front of the queue and in front of more buyers.
Compete and contrast
They say that imitation is the sincerest form of flattery – and it can also help you when it comes to those all important FBA sales. Chances are that, as great as it is, your product is not unique – which means that you can learn from other sellers with the same or similar product types. Check out the keywords that your competitors are using to see if these could be used effectively to sell your own products.
Spread your net
When collecting keywords, many sellers make the mistake of searching too narrow a field. Although you may be selling a specific kind of device such as an MP3 player, it’s worth widening your search to other similar devices such as iPod etc. Although these items are different to yours, they share similar characteristics and, therefore, some of the same keywords will apply.
A world beyond Amazon
When looking to expand your keyword list, don’t limit yourself to just Amazon. Most other selling sites such as eBay, AliExpress and others apply the same selling techniques and can be a goldmine for finding new keywords and SEO tricks.
Once you’ve found your new keywords, you can visit your Amazon keyword tool in order to create a new, expanded keyword list.
Get the balance right
There is a common school of thought which says that, when it comes to keywords, those used in the title of your product gain more attention than those in other keyword fields. This simply is not the case when it comes to Amazon – tests have shown that words in both fields carry equal weight so don’t waste time and space by repeating words.
Just a suggestion
This little known tool is a fantastic way to search and collate keywords and phrases. Easy to use, simply start to type a word into the top bar on Amazon’s home page and, hey presto, the site will automatically provide a drop down of words and terms based on popular searches. Although not the most sophisticated research method, this is a quick and easy way to get a little inspiration – and, even better, it’s completely free, however, use sparingly as you only get three searches per day!
We can relate
Sticking with the Amazon home page, the Related Searches function is another sneaky way of adding to our keyword and phrase lists. Type your basic search word into the bar on the home page and the related searches function will be displayed above the first set of results.
Variety is key
Use as many different keywords in your product description as possible. Many people mistakenly believe that an Amazon search works by entire phrases which simply is not the case. Amazon’s search engine matches individual words rather than phrases so you don’t need to repeat key phrases in your description and title in order to win search results
Borrow, don’t steal
Although poaching the odd keyword from competitors is fine – is, in fact, common practice – it’s not good practice to use another actual brand name. Some unscrupulous sellers make a habit of peppering their listings with other brand names in order to ‘piggy back’ searches for those brands. Although this may net the odd sale or two, using this method is misleading and may well result in complaints.
Stemming the flow
A commonly used practice on Amazon is ‘stemming’. Put simply, this is when you start with your base or root word, for example, ‘health’ and then add to it. By stemming your root word you could then add variations such as ‘healthy’ ‘healthily’ and so on to create a wider search area. With a bit of practice, stemming can be extremely effective in directing more buyers to your product.
Engage the buyer
We’ve talked a lot of about keywords and their importance but, try not to forget about all the other words on your product page. As important as keywords are, your buyer is likely to keep on scrolling if the copy on your product page is sloppy or uninteresting. Try to imagine that you’re writing an advert for your product and think of ways to grab – and keep – the reader’s attention.
When selling a product on Amazon, it’s natural to want to keep an eye on what else is out there and, how other products compare to your own. Although knowing your competition can be helpful, try not to get too tied up in ‘competing.’ At the end of the day, your product has its own unique characteristics and benefits and these are what you should be focusing on when writing your product description.
Learn from the best
Although it’s great that you move to your own beat and have your own ideas for SEO, it’s worth remembering that Amazon does this very very well. Save yourself time and energy by using Amazon’s own SEO formula to sell your products rather than creating your own – after all, selling is what Amazon does and they employ experts to make sure that they do it as effectively as possible.
As an Amazon FBA seller, there are lots of tools and tricks at your disposal to help you increase traffic to your product’s page. By trying a few of the tips we’ve listed here, you can see what works for you and create your own conversion battle plan.
You may be interested in: