Once you have your private label products ready to sell on Amazon, you want to be found, right? The best way to get found on Amazon is to do diligent Amazon keyword research. These are the search terms your ideal customer will use to locate products just like yours.
Before you get started, you need to first picture your ideal customer. This is your target audience. You need to think exactly like this particular type of buyer to make sure you use the terms and phrases that he or she will. For instance, are you selling to a middle-aged executive type? If so, you’ll avoid phrases and jargon that Generation Z uses, right?
Your ideal customer could also affect the way you order your words. For instance, older buyers—particularly Generation X, who started shopping online back when keywords had just been introduced—may still use clipped search queries that focus only on the most important words.
As an example, when you’re looking for red pumps, do you use the search terms “women’s red heels” or do you search for “heels red women”? Search engines now are more sophisticated and can process conversational searches, but older shoppers may still have that keyword habit engrained.
Have your shopper in mind now? Good. Let’s take a look at some other tips that will help you.
Primary and Secondary Keywords
You’ll need to narrow things down a bit if you really want to be found. Sure, if you just list “shoes” as your only keyword, you’ll reach a lot of searchers. How many of those searching will be looking specifically for what you’re selling, though?
It’s important to consider the specific item first. That’s definitely your primary keyword. After that, however, you can use secondary keywords to make sure the right person finds your product. As an added bonus, anyone who goes looking specifically for “red high heel women’s shoes” probably has their wallet in hand, ready to make a purchase.
Take some time to consider the secondary keywords you want to use. Think of all the features your product has and how your buyers could benefit from them. These are the terms that will tip those buyers over the edge into making a purchase. For instance, diet supplements come in a wide variety of brands and features. This search shows various benefits buyers could experience, such as women- or men-focused results or results based on age.
This helps you refine your keywords so that you reach your specific audience. Instead of just “diet supplements,” you could grab your buyer right away with “diet supplements for women over 40.”
Use Autocomplete Feature
If you really want to know what people are searching for, start typing a few letters in the search box and let Amazon autocomplete the request. After the first keyword, you’ll see a drop-down list appear with several options.
How does your keyword or search phrase appear in the results? How many times does it appear, and in what order are the search terms? This gives you a real idea of which search phrases are searched the most often so you can make use of the information as you set your keywords.
You can dig a little deeper to get more refined results, too. Start your main keyword and then tap each letter of the alphabet to see if new phrases come up. For instance, “women’s red heels a” and then women’s red heels b” could each autocomplete a phrase you haven’t yet considered using. See what happens with “women’s shoes r” in the example below?
Peep Your Competition
If you need some real inspiration, check out what your competitors are doing—especially those that seem to outsell you every time you turn around. What are they doing in their keywords and search terms that could be drawing more customers to them?
Take a look at these two weight loss supplements from Amazon. We’re not saying one is selling better than the other, but we can show you the difference in the titles. Which one has keywords that would lead a very specific buyer to find them in a search? Which one is so general that it would show up in a list with hundreds or even thousands of other options?
You can take a page from your competitors’ book by determining which of their keywords are likely to draw customers away from you. If those keywords and search terms also benefit your business, then consider adding them to your listing, ads, and other marketing materials.
Have you been using any of these tips for your keyword research? If so, we’d love to know how that’s worked for you. If you’re still learning keywords and need some additional attention, we have some training courses that may be right up your alley. Check out our Private Label Blueprint workshop or our FREE 5-Day Boot Camp. These could help you get on the right path to success.