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Creating Amazon Content that Sells: Keywords and SEO

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Creating Amazon Content that Sells: Keywords and SEO

This is part 1 of our 3-part series on creating Amazon content that sells, where we break down our top three areas you can improve your content to boost sales. This blog post is based on our webinar “How Compelling is Your Amazon Content?”

Many of the questions people have about Amazon center on keywords and SEO. From how to find relevant keywords to concerns about keyword stuffing, sellers are always looking to improve their listings to rank higher and sell more.

Amazon’s algorithm works differently than traditional SEO, giving preference to products that will result in a sale, not just the product with the most keywords.

So where do you start? How do you utilize keyword research and SEO to create Amazon content that sells? We’re breaking down our top three tips for effective Amazon SEO.

Find Keywords

The key to ranking on Amazon is to include meaningful keywords in your listing, without keyword stuffing.

To find relevant keywords, first identify the monthly search volume of your intended keyword. (We use Merchant Words.) We’ll use “dog bed” in this example. Then, identify similar keywords. So in this example, you might identify keywords like “large dog bed” or “gray dog bed.” Grab these high-volume, relevant search terms and set them aside for now.

Now it’s time to do a reverse ASIN lookup! There are various programs that allow you to do this (we use Helium 10), so you are able to look up the highest-ranking product for that ASIN and see what keywords are working for that ASIN. So you could enter in “dog bed” and view the highest-selling ASIN for that search term, and see what that ASIN’s top-converting keywords are. Note the keywords that are also relevant to your product.

Now compare your two buckets of keywords, and determine which ones would fit best into your listing! You have your list of keywords!

List Features

The next step in finding relevant keywords is to just look at your product’s sellable features. It’s that simple! In our example, potential keywords might be things like “washable,” so you could rank for the high-volume term “washable dog bed.”

Keep in mind, though, that you don’t want to overload your product title and description with every single keyword your product fits into—you only want to include relevant keywords that are also profitable for your product.

Amazon made a change in their algorithm about 18 months ago that gives preference to listings that have profitable keywords. So a keyword could be relevant to your product (gray dog bed), but unless it’s a high-converting keyword for your product, Amazon won’t give it preference.

So even if your keywords have high volume, Amazon doesn’t really care that those keywords are in your listing unless you’re also making sales on those keywords. It’s pretty rare that you’d make sales on a bunch of similar search terms, so only limit yourself to your highest-converting search terms.

Don’t Keyword Stuff

We can’t stress this enough.

Amazon’s algorithm recognizes and shows favoritism to products that contain relevant information, so stuffing your title, description, and bullet points with keywords will only go to hurt your listing.

Only gather high-volume, relevant terms. Amazon wants to serve customers products that are going to result in a sale, so they base their algorithm on a product’s relevancy.

In short, you want to find a good balance between your product’s pertinent information and features and high-volume, relevant keywords.

If you’re wondering how to know if your product title is keyword stuffed. Amazon does have limits as to how long your title can be based on what category you’re in. Only include high-volume, relevant keywords. Don’t make it too cluttered or messy. Just make sure it makes sense and is easy for someone to read.

Rule of thumb: if it sounds like a real human wrote it, you’re good. But if it looks like a robot wrote it and there’s a ton of adjectives all in a row, you’re likely keyword stuffing.

For more information on creating Amazon content that sells, watch our webinar “How Compelling is Your Amazon Content?”

And, if you’re ready to take your Amazon content to the next level, get a free Amazon audit. No pressure, no obligation—and it’s 100% free.

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