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On Amazon, it’s critical you make it as close to the front page as possible. The closer you are, the better your sales will be too. To do that, you need to choose the most competitive keywords for your products possible.
Once you’ve chosen those keywords, your next step is to add them to your product pages, meta descriptions, headers, and advertising campaigns. Anywhere keywords go, you’ll want to use competitive keywords selected according to the instructions that follow.
Ready? In the following short article, I’ll explain how to find, select, and integrate these competitive keywords in your Amazon marketing, so that you can rise through the search rankings and compete with the best brands in your category.
Step 1: Find Competitive Keywords That Really Make a Difference
To start finding competitive keywords for your marketing strategy, look into tools like SEMrush, Spyfu or Ahrefs. Here are a few tips to make the most of these sites…
Search by Your Competitor’s Domain: Most keyword research tools let you search by competitor URL to check out the keywords they’re using. This is a great place to start.
Explore Related Keywords: Instead of focusing solely on a competitor's URL, enter a broader keyword or topic related to your niche. For example, if you sell fitness products, related keywords might include “workout gear,” or “home gym.”
Use Seed Keywords: Start with a few seed keywords that are relevant to your products. Plug these keywords into the keyword research tool to generate a list of related keywords and phrases that you can explore further. For example, if you’re selling baby supplies, your seed keyword might be “baby blanket.” Inputting this to Ahrefs or SEMrush, you might discover additional keywords, such as “muslin baby blanket,” or “breathable baby blankets.”
Check Out the Top Ranking Pages: Now, look at the top-ranking pages in search engine results for your target keywords. Analyze their content and the keywords they’re targeting. This can give you ideas for relevant keywords to incorporate into your own content strategy.
Try “Keyword Gap Analysis”: Many keyword research tools offer a keyword gap analysis feature, which allows you to compare your website's keyword rankings with those of your competitors. This can help you identify keywords that your competitors are ranking for that you aren’t, allowing you to target those keywords to improve your SEO.
Check Trending Topics: Keep an eye on trending topics and popular search queries in your industry. Tools like Google Trends can help you identify trending keywords and topics that you can capitalize on to attract more traffic to your website.
Step 2: Gauge the Competitiveness Score of Your Chosen Keywords
Now that you have a list of keywords you’d like to incorporate into your marketing, you’ll need to analyze their competitiveness score. Each of the tools mentioned earlier offer a score like this, including SEMrush, Spyfu and Ahrefs.
To get this score, head over to the keyword analysis tool on these websites. On SEMrush, this can be found in the menu options, under “Keyword Analytics.” One of the key metrics to check is keyword difficulty, i.e. how competitive is it, and how many other competitors will you have to fight to get rank?
The next metric to pay attention to is search volume. To find keywords with a high competitiveness score, aim for ones with high search volume, and moderate to low keyword difficulty. Keywords that meet both of these criteria are diamonds in the rough. However, in the end, you may have to use a mixture of keywords with both high and low difficulty, and high and low competitiveness.
If the keyword you want to use is highly competitive, with high difficulty, you can still rank, but will need to pay close attention when implementing. You’ll want to make sure your product page is optimized for both Amazon and your customer so that Amazon’s crawlers see your product as highly relevant for that keyword.
Step 3: Seamlessly Integrate Your Chosen Keywords on Amazon
Next, you want to integrate your new keywords list into your Amazon product listing. I suggest you focus on your product titles, bullet points, and backend search terms.
Here are a few good places to start. You’ll notice I steer you away from keyword stuffing, which is when you add keywords to your content without integrating them into your text. That’s a big no-no on Amazon.
Where to Integrate Your Chosen Keywords:
Your Product Title: Here, I suggest you include your primary target keyword. Ensure that it sounds clear, concise and appealing to your customers. Avoid keyword stuffing (this can get you flagged!) and prioritize simplicity and readability. All of the words you include should read naturally.
Bullet Points and Key Features: Here, I suggest you highlight your product’s key benefits and features while incorporating as many relevant keywords as possible to improve search visibility. However, your sentences should flow naturally with the keywords you choose. You can get flagged for keyword stuffing here too.
Your Product Description: Again, write a natural and descriptive section about your product, incorporating as many keywords as you can while remaining genuinely informative and accurate. Always remember: use it in a sentence.
In Backend Search Terms: Seller Central’s backend search terms section is a great place to add additional keywords that may not fit naturally in your product title, bullet points, or description. Be sure to use all relevant variations of your keywords, including the long-tail versions your customers may use when searching for your product.
On Images and in Alt Text: Another great place to use your keywords (again, naturally) is on your product images, including in the filenames and alt text. This tiny tweak can improve your product's visibility in image search results and enhance its overall search rankings.
Your Reviews and Q&A: It can also help to make sure you’re encouraging customers to leave reviews and ask questions about your product on your product page. To further bolster your keyword relevance, monitor these reviews and questions, and use keyword-enriched responses when replying.
Enhanced Brand Content (EBC): If you have access to Amazon's Enhanced Brand Content feature, I suggest using it to improve the look of your product pages, and make them more informative. Here, you can further incorporate your chosen keywords naturally within the EBC content to increase your keyword relevance and rankings.
Now that you’re finished, make sure to periodically monitor and update your keywords. It doesn’t pay to sit on your laurels, and if your competitors are savvy marketers, they’re likely watching what you’re doing already.
Finding competitive keywords and populating your Amazon product pages with those keywords—this is one of the cornerstones of a successful Amazon marketing campaign.
It may be tempting to wait, or hem and haw as you comb through your competitors website and look for relevant keywords, but it’s critical that you stay focused through completion.
Still, we understand how challenging it can be to stay on top of your keywords, answer customer questions, respond to Amazon updates, and God forbid, deal with listing shutdowns when keyword selection goes wrong…
For that reason, we’re always here and ready to help you stop spinning your wheels on Amazon, and start winning.
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