Optimizing search terms for your product listing is very important in order to get the most impressions on Amazon increasing your chances of selling a product.
When I first started out using Amazon I worked for a company selling clothing on Amazon, I was taught by another person working there on how to list products on Amazon, for the search terms I was told to copy keywords from competitor product titles and fill in the rest with relevant keywords to the specific article of clothing – this wasn’t very optimal
- the keywords you think the customer will use to search for your products might not actually be used
- your competitors might not be using the correct keywords
For example some customers don’t know what they’re looking for so they won’t search for “blue t-shirt with skateboard logo” , of course unless they’re looking for that exact design, what they will use instead is broader keywords like “tshirt logo” “tshirt graphic”
I use a tool called Keyword Tool Dominator, this website let’s you look up long tail keyword data for websites like Amazon, eBay, Youtube, however for this we’ll only be using the Amazon tool. The free version let’s you search a few times a day however the paid license is only a one off fee which is a good investment.
For example if I was selling a tote bag I would search for tote bag as that seems to be the general keyword people will type in followed by whatever Keyword Tool Dominator spits out, note you have to choose a region from the drop down list as you can’t search on all the Amazon websites.
The keywords can be sorted alphabetically however it’s best to sort them by rank to use the most popular keywords.
Now by the process of elimination I choose the most relevant keywords from the list that are not already in my product title, I’m not going to choose ‘tote bag zipper’ if my tote bag doesn’t have a zip, however I will choose ‘tote bag beige’ if my tote bag is beige.
There are 5 fields for search terms on Amazon, each having a maximum of 50 characters, in total we are allowed 250 characters worth of keywords, after gathering a good amount of keywords (around 50, which should total to around 250 characters), now I can download all my selected keywords into a .csv format.
If you wish to use more than 250 characters worth of keywords, make sure you cram them in the title and also you can use different sets of search terms for any variations of your listing, for example a t-shirt in 2 colors can have 2 different sets of search terms.
I then delete the Rank column and Keyword title until I’m left with only the keywords, I then do a search and replace and get rid of ‘tote bag’ and other duplciate keywords as we don’t want to use duplicate keywords because they won’t affect the search ranking.
I then sort all my keywords into 5 rows of 50 characters max in microsoft word or wordpad, making sure to remove any duplicate keywords.
Here are some best practices for providing keywords:
- Don’t provide inaccurate, misleading, or irrelevant information
- Don’t provide excessively long content.
- Don’t provide redundant information
- When entering several words as a search term, put them in the most logical order.
- Use a single space to separate keywords.
- Don’t include statements that are only temporarily true
- Don’t include subjective claims
- Don’t include common misspellings
- Don’t provide variants of spacing, punctuation, capitalization, and pluralization
- Don’t include terms that are abusive or offensive
- Abbreviations, alternate names, topic (for books etc.), and key character (for books, movies etc.)