When selling on Amazon, the money is in the keywords. Effective keyword research is the lifeblood of the Amazon ecosystem and today I’m showing you our beginning to end process for keyword research.
As I mentioned, this is “our” keyword research process - make sure you stick around until the end as I’ve got a big announcement to make about what that “our” is.
We’re going to be jumping in to this process in just a moment. Before we do, let me quickly define what a keyword is.
Simply put, a keyword is a word or phrase that we use to tell Amazon what our product is, and when we want it to be shown to customers.
Step 1: Competitor Keyword Search
In order to conduct competitor keyword research, I use the Helium10 tool Cerebro. This allows me to search up to 10 competitor products at once and discover which keywords they are currently ranking for - both organically and sponsored - along with additional keywords Amazon recommends.
To do this, I run a search on Amazon, identify which competitors to target based on relevance and volume, then take each of the ASINs and plug them into Cerebro.
Next, I’ll run the report and include some filters to narrow down the results. I want results that a good portion of my competitors are ranking for as this shows relevance. I also want keywords that have a decent level of volume.
Of course, this is all relative and may change in different circumstances, but this should give you a base to work from.
Finally, I’ll export this data to an excel file or .csv ready to be combined with step 2.
Step 2: Market Keyword Search
Next, I used the Magnet tool within Helium10 to cast a wider net for potential money-making keywords. First up, the main keyword associated with the product I’m selling. In this example, I’m using ‘air diffuser’.
You want to keep it short and stick to high volume for your seed keyword. Run Magnet on this keyword and it will usually give you a huge amount of results so we will need to narrow them down again.
For this, you can get super-detailed with it and narrow down based on specific keywords or competing products, but I tend to only filter for a minimum search volume - depending on the number of keywords this would usually be somewhere between 100-200 search volume.
Next, export the data to a spreadsheet once again and repeat this process with a further 2-3 keywords - or as many as you have the patience for!
Step 3: Combine And Organise Data
Finally, I compile all results into one master spreadsheet, remove any duplicates and begin to work through the list looking for the keywords we will use.
When looking at this list, I’m focusing on 3 sets of keywords, each with a specific purpose:
5-10 main keyword phrases that will be our initial target phrases for ranking.
Aim for 2-3 high traffic keywords, 2-3 mid-level and 2-3 long-tail keywords that will be easier to rank for. You can start with all long-tail, easier to rank keywords but you will need to monitor and update over time to ensure that you are progressing on to higher traffic keywords.
20-50 keyword phrases that will be the phrases we use for launching PPC campaigns.
These phrases won’t all appear in your listing in phrase form, but they will be phrases we target with paid advertising to further help drive that initial ranking whilst also picking up initial sales to help us begin to build our review base.
100-200 essential single words that need to appear in your listing to drive traffic.
After your phrases, you will want a long list (100s keyword phrases) of keywords. Once you have this list, bring it into Frankenstein and process by removing duplicates, common words and single letters. Then, remove irrelevant words and narrow this list down to 50-100 words that absolutely must be in your listing copy.
Finally, transport both your 5-10 target phrases and list of individual words into scribbles and you will be ready to start writing your listing.
Performing keyword research is a time-consuming task, but one that has the potential to pay dividends. However, we realise that in business time is money. So, during the last year, we have been honing and developing a service that we are now launching to the public.
For the last 9 months this has been in the incubator. It’s only been available to our private student community. But today, we’re pushing it live to the wider community.
We realised we’d spent a lot of time and money (and continue to do so) on developing a team that can deliver the level of quality we look for. So we went about continuing to expand that team, and offer their services to our community. This has grown and now forms what we call an Amazon Optimization Agency, or Optamaze.
Optamaze exists to optimize your Amazon presence so you can work less, and make more. Make more money, and make more of an impact. We offer design services ranging from images, to ebooks, and from instruction manual content to A+ content.
We offer copywriting services for your listings, and we also help you optimize your listings to launch into Europe.
In the coming weeks I’m going to have an interview with Bec our creative director, but for now, check out the website, and as a special launch promotion, get 10% off all orders throughout March with the code YOUTUBE.
You can also enter the competition to win a free listing creation here: