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Our guide for a perfectly optimized listing

When it comes to creating a new product listing on Amazon, which keywords you include in your Amazon listing and where you place them can make all the difference. Keywords are incredibly important to the sales, ranking, and overall success of your products. Properly researched and targeted Amazon keywords are the lifeblood of your listing.

The optimal use of targeted keywords and keyword variations can often lead to improved search volume, more traffic, longer sessions, and most importantly, more sales.

This guide takes you step-by-step through the procedures used by leading Amazon sellers and keyword experts to get the most out of your Amazon keywords.

1. determine which Amazon keywords should be included for your product

In a first step, it is of course necessary to find out which keywords are relevant for a particular product. What are customers looking for? Which combinations of keywords do they use for their search?

A good keyword tool is essential for sifting through the thousands upon thousands of variations that can occur within a given keyword phrase. One of the most common software tools for creating Amazon keywords is Google Keyword Planner.

Part of Google's AdWords tools, Keyword Planner is a simple, easy-to-use keyword tool that lets you quickly create a Google search volume for virtually any keyword phrase or product. Google Keyword Planner offers easy-to-read graphs and a complete breakdown of search volume and keyword priority.

A disadvantage of Google Keyword Planner is the large volume of results. Keyword Planner is designed to collect results exclusively from Google's search algorithm. These Google-only search trends tend to collect results from a wide range of Internet content and web searches.

For example, if you search "best skateboards" in Keyword Planner, your results will include data for searches on popular skateboarders, skateboarding professionals or skateboarding videos, among others. Therefore, it is extremely important that you look at the results carefully. You should take your time to remove name brands, specific places, people, companies, etc.

Besides the Keyword Planner, which is designed to crawl Google results, you should also use Amazon-specific keyword softwares when searching for suitable keywords. This way, you can ensure that you only include search queries from Amazon instead of external search engines like Google or Bing. In the US, for example, the Viral Launch tool is very popular. You'll see a list of all the relevant keywords for your product, as well as helpful metrics like volume, priority, and relevance. With a single search, you have all the information you need to write your listing or optimize your keyword targeting in sponsored ads. Suitable keywords can also be found for Germany with Amalyze etc.

Filter the results and choose keywords with high search volume and relevance.

2. profit from strategic Amazon keyword placement.

Once you have determined the keywords or phrases you want, you can start creating the title and bullet points of your listing. It's important to keep in mind how the Amazon search algorithm emphasizes or "weights" certain parts of your listing more heavily. A simple breakdown from highest priority to lowest is as follows:

- Listing Title
- Bullet Points
- Backend Keywords


By far the most important element of your listing is the title. The title is extremely highly weighted and is the most important search part of your listing. When you start composing your title, you should focus especially on the first five words. These first five keywords in your title form the so-called canonical URL.

In other words, the canonical URL contains the five words that are indexed for online search engines like Google. This search engine indexing is critical for bringing in external traffic. A recent Survata study showed that 36% of product searches start with search engines like Google, not Amazon. If you don't choose the most relevant and powerful keywords for your title, you will have the disadvantage of your listing possibly not being discovered by Google searches.

The next step is to complete your title, keeping in mind that your remaining keywords should be used from left to right in order of importance. The Amazon algorithm reads titles from left to right, so it is essential for you to use your highest ranking keywords first.

Once the listing title is complete, you should focus on the bullet points of your listing. The bullet points or key product features are an opportunity for you to include other relevant keywords and keyword combinations. Many categories have extremely limited bullet point characteristics, so it's important to maintain a strategic focus when building this section. Feel free to use different keyword plurals, using as many keywords from your research as possible without compromising the readability of the bullet point.

Tip: Most research shows that your product description is not influenced by Amazon keywords or search engine keywords. Your product description is a great opportunity for you to explain the unique features and quality of your product. In short, your product description is a chance for you to create a unique and memorable marketing pitch for your product without worrying about using the right ranking keywords or phrases. Use the 2,000 characters allowed in this section to your advantage by creating a unique brand voice and addressing any features not included in the title and bullet points.

3. repeat keywords and different plural forms

Once you have developed a draft title and bullet points for your product, you should take another close look at your listing. Many sellers neglect to include the multitude of forms and variations of keyword combinations in the listing. Whenever you can include multiple phrases, you increase the likelihood that your listing will be indexed and ranked for multiple variations. This multi-pronged approach, combined with the strategic inclusion of high-ranking keywords, gives you the best opportunity to stand out from the crowd.

4. use backend Amazon keywords

Amazon backend keywords are allowed to contain 250 bytes. This is a powerful way for you to include outlier keywords that are not (supposed to be) seen by Amazon customers. These hidden backend keywords can include phrases or terms that don't make sense in the context of your listing. It also gives sellers the ability to include the use of common misspellings or slang used in many searches.

Once you've created your title and bullet points, review your keyword list and compile the words you didn't include in the title and bullet points.

Once you have determined the highest ranking keywords that you have not used in your title or bullets, simply copy and paste those terms into the backend.

In conclusion, we would encourage any vendor creating a new proposal to follow the above principles.

Be sure to take your time and do the proper research to determine which keywords and combinations to target. No matter what software you use, take the time to be thorough and not neglect any high-ranking words or outliers.

Always remember where you place keywords in your listing. Always remember that your title and bullet points are the most important aspects of your listing when it comes to achieving a good keyword ranking.

Encourage yourself to think outside the box and investigate where previously unused keywords might be used. Use backend terms as much as possible to capture them.

Applying these simple principles in conjunction with powerful software tools and data available online can put your offer in an extremely powerful position. And this position in turn ensures how simple keywords actually turn into cash.


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