One of the biggest challenges on Amazon is to get to the top of the search results page with your own products. The placement of keywords in the product listing is essential for this, as it allows the Amazon algorithm to understand what the product is all about. The right keywords can shoot your product up to the top positions. A higher visibility leads to more sales, more sales lead to improved visibility. This creates a self-reinforcing cycle that underlines the importance of keywords in Amazon product listings (see Fig. 1).
Finding the right keywords is a complex process. First, all possible keywords must be identified and then prioritized in the second step. Although this process can also be carried out manually, e.g. with the help of Excel, this approach quickly reaches its limits even with medium-sized product portfolios.
In this article we would like to present a partially automated approach based on the Amazon Content Tool AXOLIST. First, we will focus on keyword research followed by keyword prioritization.
Keyword-Research with AXOLIST
The Amazon Content Tool AXOLIST is specialized to optimize the listings of sellers and vendors. For this purpose AXOLIST provides an Amazon Keyword Tool consisting of four powerful keyword sources:
- Amazon Suggest
- Brand analytics
- Manual Input
Amazon Suggest: This source displays the words suggested by Amazon in the search bar as auto-complete for the search term entered (see Fig. 2). This procedure adds matching keywords both before and after the entered search term.
Brand Analytics: With this source, those keywords that contain the source keyword are selected from a database of the most frequently searched keywords on Amazon. A database with approx. 900,000 keywords is used for this purpose.
Competitor: This source uses the ASIN of a product to research the relevant keywords for that product. This can even be done with several products at the same time. Relevant keywords of competing products can be determined quickly with this method.
Manual Input: If you have researched keywords manually that you want to use, you can add them with Manual Input. These may come from running marketing campaigns or a brainstorming session.
With these different keyword sources you can create a very extensive keyword list in no time. In figure 3 you can see the individual keyword sources with the corresponding search words and the number of keywords output.
Keyword-prioritization with AXOLIST
A large number of keywords is difficult to include in a listing. Therefore, after the keyword list has been created, the most important keywords are prioritized. This lays the foundation for the upcoming optimization.
AXOLIST offers you two options:
- Top Keywords
Manually: In the Status column you can group the keywords into Not Useful and Useful (fig. 4, red frame). This can also be done by using the arrow keys up/down on your keyboard to select the keyword and the plus or minus keys for rating. In addition, use the Not Useful / Useful buttons to mark all currently listed keywords simultaneously. With these methods, you can very quickly select or exclude keywords.
As a support for manual prioritization, AXOLIST displays the search rank and the search volume for each keyword in the list, if available (fig. 4, blue frame). The search rank is the average ranking of the top Amazon searches from Brand Analytics and the search volume is the average search volume from the Google keyword tool.
Top Keywords: This function analyzes the keyword sources activated so far, separates them and then displays a list of the most frequently occurring keywords. The tool splits the keywords of all keyword sources into individual keywords. So “shoes for yoga” becomes the keywords “shoes” and “yoga”. This process also filters out the stop words.
In figure 4 we see a section of ten keywords from our previous keyword collection. These keywords are also marked as either useful or not useful.
When prioritizing the keywords, you can use only one of the two options, but you can also combine both: For example, you first manually select individual keywords in the sources and then add the most relevant keywords to the manual selection via Top Keywords.
If required, the keyword list can be exported as an Excel file at any time, as it may also be relevant for other online trading platforms or advertising campaigns.
With the completion of the keyword prioritization, you have quickly and easily created a relevant keyword list. The next step is to use the keywords to make the product listing SEO-optimized. In our article on Listing Optimization you will find all further information on this.