The key to success on Amazon

In today's e-commerce world, the competition on sales platforms is enormous. To stand out and achieve success, it is essential to effectively utilise keywords, which are the foundation of search engine optimisation (SEO). Keywords enable potential customers to discover your products in a sea of competitive offerings. Therefore, understanding and applying keywords is crucial for any seller on Amazon.

What is a keyword?

Let’s start with the basics. A keyword can be a single term or phrase that is related to your product. Users type these words into the search engine to find what they are looking for. It could be a single word like "book" or a phrase like "best running shoes". Amazon, using the A10 algorithm, analyses these words to match and present the most relevant products. For sellers on Amazon, a precise understanding and application of these keywords in the product listing can determine success or failure. Understanding what words are most frequently used by your target group is key to effective selling.

Why are keywords so important?

Keywords play a vital role in optimising your product listing on Amazon. Properly selected keywords help your products appear higher in search results, which in turn can lead to an increase in sales. The algorithm favours product listings that not only include these words in titles, descriptions, and bullet points, but also in backend sections, which further enhances product visibility. When a potential customer types a phrase into Amazon's search engine, the algorithm scans millions of products to present the most relevant results. This is where properly chosen keywords do their magic, allowing your products to appear as high as possible in search results. From an SEO perspective, the right keyword can mean the difference between being on the first page of results and getting lost in obscurity.

How to find the right keywords?

The process of finding the right keywords starts with a deep understanding of your product and potential customer. Here are a few ways to get started:

Brainstorming: Start by creating a list of keywords that best describe your product and its features. Then, put yourself in your customers' shoes. What phrases might they type into the search engine to find it?

Competitor analysis: Check what keywords are being used by competitors, especially those who have high sales and visibility on Amazon.

Specialised keyword research tools: Use tools like Helium 10 or SEMrush to find popular and relevant phrases.

Amazon Suggest: Use Amazon's autocomplete feature to see what phrases are suggested when typing keywords related to your product.

Amazon PPC and Advertising Report: Use data from advertising campaigns on Amazon to identify which keywords generate the most views and sales.

Keyword implementation

After identifying keywords, it's important to strategically place them in your product listing. Key areas include:

Product title: This should contain the most important keywords. Remember, the title needs to be both attention-grabbing and informative.

Bullet points: This section is ideal for detailing the product and weaving in additional keywords. Keep the "golden mean" between content for humans and content for machines.

Product description: Use keywords in the product description to provide additional context and information.

Backend keywords: Add keywords that did not fit in the visible text of the listing in the backend keywords section. They are also indexed by Amazon. 

Continuous optimisation

Remember, finding and placing keywords is just the beginning. Monitor results and experiment with different phrases. Keyword optimisation on Amazon is an ongoing process. Algorithms evolve, as do customer shopping behaviours. Regularly reviewing and updating your keyword list, based on performance analysis and market trends, is essential to maintaining and increasing the visibility of your products. 

Summary

Proper selection, analysis, and implementation of keywords, combined with continuous optimisation, can significantly increase the visibility of your products, leading to increased sales. The key is to have a thorough understanding of the needs and behaviours of your target customer group and to skillfully weave phrases into your product listing. Supported by continuous analysis and optimisation, keywords will become your key to success on Amazon.