Tips for Successful Amazon Keyword Strategies
>> Jan 13, 2017
Are you thinking of
pepping up your Amazon strategy? Remember Amazon is certainly one of the
leading online shopping destinations. It is today, regarded as a significant
search engine meant for product-related searches. For being successful on
Amazon, you must ensure a couple of things: a fabulous product that really
sells and a fully optimized product page that would make it easier for
customers to find it. To generate highly optimized pages, it is essential to
treat, as well as, optimize those pages just in the same manner as you would
treat any other web page.
Just like any
standard search-centric optimization, it is essential to begin with strong keyphrase
research for understanding clearly what your customers are actually looking
for. While chalking out your keyphrase strategy, it is essential, to keep in
mind these differences such as query length, query types, search volumes and
conversions. Here are some amazing tips that would help you every step of the way
while generating winning keyword
strategies for Amazon.
Kinds
of Queries
A chunk of present
day searches on conventional engines is supposed to be question-type searches. Consumers
come up with queries regarding some problems they are not able to solve
themselves or about things they are eager to know about. For instance, the
queries could be what is the best DSLR camera or how could one take a night
shot etc. After a thorough evaluation of the best 100,000 Amazon searches, it
was determined that 98 percent of the searches on Amazon were brand-specific or
product-specific. The rest of the searches were generally book titles and
movies. Almost all the Amazon searches are category level searches or branded
product searches.
Query
Length
The search query
length on Amazon is quite different from other conventional search engines.
Research results demonstrate that 65 percent of Amazon queries were really
short comprising two or maybe three-word queries. However, searches on Google
and other traditional search engines usually tend to be constantly changing and
relatively longer.
Conversions
You are fully aware
that it is just not enough to attract more and more traffic because traffic
alone would not be sealing the deal. The longer queries usually result in
higher direct conversion rates. Top-level short queries, however, result in
search refinement and additional clicks. This implies that while optimizing the
product pages specifically, for search, you must strike a wonderful balance
between gaining the large-volume short terms and quick conversions.
Search
Volume
Since Amazon does not
come up with accurate search volume, several search marketers are used to
taking Google AdWords data that acts as a proxy. However, this data is not
always error-free and accurate because of the existing differences in the kinds
of queries. In order to obtain more accurate and realistic numbers, it is
recommended to run a test campaign through Amazon Marketing Services. If you
have no clue regarding what could be your initial step, we recommend the
resources discussed below.
- Google Shopping Trends would come up with shopping-specific results either by region or by category.
- Amazon Autosuggest menu is a wonderful way of finding relevant Amazon terms. The data that you come across in the autosuggest drop-down could be effective in identifying top long-tail phrases or terms. You could initiate with just a number of product terms and soon, you would come up with a complete list.
- Related searches’ functionality would be generating certain terms. This nifty widget would be triggered the moment a basic search is performed and would be appearing above the results.
Conclusion
This article should
be helpful to you if you are thinking in terms of planning paid or organic
Amazon campaigns. The discussion above should motivate you on generating
relevant and meaningful strategies for optimizing product pages and driving
paid media results.
Author Bio: Margaret Fischer is
a SEM specialist in a reputed SEO firm in Austin. She has worked on a number of
branding and marketing projects in the past and is an expert in social media
integration in SEO ventures. She has also worked extensively with different
keyword generation tools. She also writes a blog to guide and motivate marketers
and professionals.
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