How to do Keyword Research – Website & Amazon

Keyword research for Amazon and a website are alike in that both aim to discover phrases that target audiences use to find products or information. However, specific differences emerge from Amazon's role as an e-commerce platform, whereas websites fulfil various roles, from e-commerce to informational blogging.

Amazon Keyword Analysis

Objective: Enhance product listings to improve Amazon’s search outcomes rankings, elevating product exposure and driving sales.

Keyword Varieties: Comprises short-tail, long-tail, and category-oriented keywords, alongside brand names and product attributes.

Competitive Assessment: Examining leading rivals' listings to discover successful keywords. Tools specific to Amazon (such as Helium 10 and Jungle Scout) are frequently utilized to examine search volume, competition, and sales statistics on Amazon.

Backend Keywords: Amazon permits concealed keywords in the backend, enabling sellers to add synonyms, misspellings, and additional related terms that are not visible on the front end.

Amazon Algorithm (A9): Amazon's algorithm prioritizes sales effectiveness, relevance, and customer satisfaction, meaning that keywords should correspond with these elements.

Keyword Analysis for a Site (SEO)

Objective: Enhance positions on search engines such as Google, Bing, etc., to boost organic traffic to the site.

Search Intent: This may differ among informational, navigational, and transactional. In contrast to Amazon, websites might prioritize education, awareness, and various phases of the buyer's journey.

Keyword Categories: Encompasses main keywords, long-tail keywords, informational keywords (such as “how to select a gaming console”), and location-specific keywords for regional SEO.

Competitive Assessment: Evaluating other sites that perform strongly for desired keywords. Tools such as Ahrefs, SEMrush, or Google Keyword Planner are frequently utilized to investigate search volume, keyword competitiveness, and search patterns.

On-Page and Technical SEO: Keywords are embedded in different parts of a webpage, such as headings, body text, meta descriptions, alt attributes, and URL slugs.

Search Engine Algorithms (e.g., Google): Google’s algorithm is intricate, considering elements such as content quality, backlinks, user experience, and alignment with query intent.

Step-by-Step Guide for Keyword Research

Establish Objectives and Target Audience

For Amazon: Concentrate on keywords that indicate purchasing intention (e.g., “purchase,” “top,” “affordable,” “feedback,” etc.). These must connect directly to product-specific characteristics that consumers look for, including material, colour, brand, and features.

For Website: Determine keywords that reflect various intents, such as informational (e.g., “how to operate ps5”), navigational (e.g., “location to purchase ps5”), and transactional (e.g., “purchase ps5”). This method assists in directing users through various phases of the buyer journey.

Keyword Suggestions:

For Amazon:

Utilize Amazon’s Search Bar Suggestions by entering your primary keyword and recording the autocomplete suggestions offered by Amazon.

Explore Amazon-focused tools such as Helium 10, Jungle Scout, or AMZScout, which display search volume, competition intensity, and associated keywords utilized by high-ranking listings.

Examine rival listings by assessing titles, bullet points, descriptions, and backend search terms to identify shared and distinctive keywords.

For Webpage:

Investigate Google’s Search Bar Autocomplete and People Also Ask recommendations for extended keywords and associated terms.

A variety of SEO tools, including Google Keyword Planner, SEMrush, Ahrefs, and Moz, are available on the market to find keywords and their search volumes.

Examine competitor sites by investigating keywords on their top-ranking pages and blogs to identify topic gaps or gather ideas.

Examine Search Volume and Competition

Amazon: When using Amazon-specific tools, examine the monthly search volume, sales projections, and keyword difficulty. Focus on keywords that possess high search volume and yet are not excessively competitive.

Website: Utilize tools such as Ahrefs or SEMrush to evaluate monthly search volume, keyword difficulty, and click-through rates. Focus on a combination of high and medium-volume keywords, including a few low-competition long-tails for faster success.

Arrange Keywords for Positioning

For Amazon: Place the main keyword in the title and seamlessly incorporate secondary keywords in the product description.

For Website: Target the main keyword in titles, meta descriptions and headings. Other keywords can be placed throughout the website, especially in the opening paragraph.

Monitor Progress and Adapt

Amazon: Track your product's ranking for key keywords with tools, modifying keywords regularly to align with search trends or seasonal needs.

Website: Utilize Google Analytics and Google Search Console to monitor traffic and rankings for selected keywords, refining content accordingly based on user interaction and search patterns.

By adhering to these steps, you can develop optimized Amazon listings and website content that perform well in search rankings, thereby drawing in relevant traffic and boosting conversions.