Making the Most of Your Property on Amazon
Your home and the property in which it sits are some of the most valuable things you will ever own. Owning real estate that will increase in value and bring you the best return over time depends on 2 things: effective use and maintenance of the property and house, and location, location, location. Keywording your products on Amazon is a very similar idea.
Since Amazon limits the number of characters in the title, bullet points, and in the keyword fields in the back end, the best way to capitalize on that is by avoiding repeating the words already in your listing in the keyword field in the back end. In other words, don’t waste your real estate. You only have so much space.
Here is how we increase the value of your available “real estate” on Amazon and make the most of the precious space you have.
How the Search Works – Finding the best keywords
Let’s pretend that you need us to market your new product, a simple backyard swing.
The first thing we do is gather basic information about the item, looking for specifics about the product (Does it have special features? Is it made differently than the others? Is it glow in the dark or glittery or some other such thing?). We analyze the competitors and search trends; then we dig into the tools.
Many sellers have purchased or tried out some nifty tools that you can use to research the best keywords for your product. We are total nerds for data about search volumes and frequency too, so we use a combination of tools such as Magnet, Cerebro, and Brand Analytics along with physical keyword search and testing within the shopping platform.
Most search tools return your results in phrase form, such as “swing for toddlers” “swing for boys” “swing for backyard playground” “backyard swing” etc. You’ll notice they all include the word “swing”. Since we want to maximize our valuable real estate, we don’t want to repeat the same word in the keywords in phrase form.
Instead, we take the entire list of the top-ranking phrases for that type of item and throw them all into a tool that slices, dices and juliennes them into separate words, each with their own frequency attached. The top ranked words from that search are analyzed by actual humans to exclude the most useless words (Pokémon appears on just about every list – go figure). Then, we apply that list of words to the content we write.
Location, Location, Location
The highest converting keywords are typically used in the title and bullets in some combination or another, leaving the remaining words to be placed in the keyword search term field in the back.
Sometimes, the less obvious terms that have lower search volumes become the words that are keyworded to the back end of the listing, and often may not look like the things a customer would search for – but plenty of people actually did, thus placing them on the list. These are the trending search terms that relate to your product within the Amazon algorithm that don’t make sense to put into your customer facing content.
Key points about keywords:
Title should include the highest-ranking keywords, which is the easiest part.
Bullets may incorporate phrases and long tail keywords, the description does not index on Amazon, and the back-end keyword space is limited to 250 bytes, so do not use plurals or repeat any words from your content and you will have made the most valuable updates to your own Amazon home.
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