The process of online shopping is largely about imagining pictures from abstract information and then shopping based on your imagination. For Amazon sellers, if they want to sell their products well, it depends largely on how well the listing is optimized. Therefore, when talking about listing optimization, I often emphasize one sentence, "For consumers, the listing is the product itself." If the listing is not done well, it is inevitable that you will miss a large number of potential consumers.
There are many contents and details involved in listing optimization, but the core focuses on two directions: one, enabling consumers to search, and two, improving conversion rates.
Today’s article is not about Listing optimization. Since some sellers are asking about keywords, we will use this article to talk about this topic.
What are product keywords? What are the categories of keywords and how should we grasp them when releasing products? How to filter out core keywords? And so on. I believe that many sellers have similar questions and confusions. Next, I will talk about my own views on these issues.
Regarding keywords, my definition is "words or phrases that exist in the user's mind when searching for a product." All keywords must be nouns or words or phrases with noun structures, and words that are only used as modifying parts in combination with other words to point to specific products are not considered keywords.
For example, "Men's Watch" is a noun structure word, so it is a keyword. However, in the vocabulary collected by a seller of dog leashes, the seller sells dog leashes for large dogs. In this case, although "Large Dog" is a noun structure word, it appears as a modifying part of the dog leash, so it cannot be counted as a keyword alone. The correct keyword should be "Large Dog Leash".
When choosing keywords, you should also consider the following four factors:
1. Relevant to the product: Only when it is relevant will the weight be high;
2. Relevant to customers: must be consistent with the user’s search terms (or partially consistent);
3. Compare the number of searches and search results in the collection and screening: For this, you need to use third-party tools, such as JungleScout, SellerSprite, etc.
4. Make appropriate adjustments based on development trends: Keywords are not static. As time goes by and sellers gain a deeper understanding of products and customers, your keyword library will inevitably change and must be updated in a timely manner.
Based on the coverage and conversion efficiency of keywords, we divide keywords into the following three categories:
Broad keywords (also called "big words"): These words have a wide range of coverage and are not targeted at precise customer groups;
Precision keywords (also called "core keywords") refer to keywords that have a high degree of match with products and users, are highly targeted, and have a high conversion rate;
Long-tail keywords (also known as "blue ocean keywords"): These keywords are mainly targeted at niche groups, have strong targeting, and high conversion rates, but are searched relatively infrequently;
Generally speaking, these three types of words sometimes overlap, but sometimes they do not. Sellers should use them in combination based on actual conditions when releasing products. Overlapping words can be optimized and combined for use, while non-overlapping keywords, if they are core keywords, should be used in appropriate locations.
For example, "Men's Watch" and "Men's Sports Watch" overlap with each other and the latter can cover the former, so if there is not enough space, just use the latter keyword; but for "Power Bank" and "Portable Charger", both are core keywords of mobile power banks, but they do not overlap with each other, so both keywords should be appropriately used in the listing.
For sellers, if they want to make their listings excellent enough, the key is to be able to filter out the core keywords. How can they find the core keywords as comprehensively as possible?
The following four aspects are the directions we consider:
First, be familiar with your product: know what the product is called, and also know how consumers call it;
Second, see what words your competitors use: Competitors are the best teachers. When we are trying to find, collect and organize, our competitors are also doing the same thing. The key point is that the competitors who sell well have already done it earlier than us and have also been verified by actual sales data. Therefore, study the listing titles and details of competitors, extract the keywords that appear frequently, and use them for your own benefit;
Third, combine the advertising data report to extract the three highs (high exposure, high clicks, and high conversions) keywords and use them in the listing details: The Customer Search Terms in the advertising report are feedback from consumer behavior. For the three highs keywords, they must be used emphatically;
Fourth, use the search results and search frequency ratio of third-party tools: such as JungleScout, SellerSprite, etc. You can choose the appropriate tool based on your own habits to add data assistance for your keyword collection and organization.
If we pay close attention to the above details in operation, I think you will definitely not be bad in collecting and organizing keywords. If the keywords are used well and fully, the possibility of being searched by consumers after the listing is published will be greatly improved. As for orders, if they can be seen, they will naturally have the chance to be favored and purchased.
