In the digital marketing world there are some distinct platforms that companies want to leverage to grow their company. For example, we all know the importance of SEO efforts in order to rank well in organic search queries on Google. This is one of the most understated things in the marketing world. Regardless of industry, consumers start their buying process by researching products or services on Google. However, for e-commerce companies, then Amazon is stealing some of the search queries. As a result, marketers need to understand Amazon keyword tools to properly draft their product pages.
Google vs Amazon Keyword Research
Typically content marketers and SEO gurus start any keyword research with Keyword Planning that Google offers. After all, the aim of content marketing and SEO remains focused on improving Google SERP rankings. So, intuitively, it makes sense to leverage information and data provided by Google!
Keyword research seems straightforward, but it is very time consuming to do properly. For example, effective SEO keyword research requires lots of planning and strategic thinking.
“Keyword research is hard. It’s really a slog to do right. Conceptually, keyword research appears pretty easy. I want to start a blog and write about XYZ topics. However, effective content marketing and blogging takes more energy. Like many things (and particularly in digital marketing), there’s no magical shortcut. If you build it, then they won’t necessarily come!”
However, achieving high rankings in Amazon search results differs. For starters, different algorithms drive search results (obviously, Amazon does not rely on Google to serve products). Fortunately, many of the same steps remain the same because both platforms want to serve the most relevant results. Additionally, there is some more good news.
For example, the initial steps are also pretty similar. To start, look at the competitive landscape. This phase of keyword research cannot be understated. After all, every company needs to find their niche. Competitive research starts with looking at your competition, which is undeniable more difficult in e-commerce. Because competitors are not limited to a geographic location, identifying your niche can be difficult (but definitely worth the time). Likewise, your opportunity is also global! Therefore, finding relevant terms with high search volume and limited competition makes a huge difference in finding potential customers.
How Amazon Keyword Research Differs from Google
Although there are similarities, Amazon keyword tools do differ from Google. First and foremost, Amazon focuses on product searches vs organic searches. The Amazon A9 algorithm is under constant development, but hopeful for experienced SEO specialists because they can leverage old tactics that were successful with Google.
“Amazon is a long way from where Google is today. Looking at the relevancy of each product search, we can clearly see the disparity. The issue is Amazon does not really care that much. Their search engine is based on products. This means that the products that are shown are done so based on relevancy and popularity metrics, very similar to what Google USED to run on. Does anyone remember PageRank?”
Finally, how do you get started looking into Amazon keyword tools? After looking into the competition, start with the Amazon search box. As we all know, the auto-populate feature shows lots of long tail keywords. Keyword research is certainly like peeling an onion (there is always another layer), but finding a small core to test your products via the search box is a simple Amazon keyword tool to jumpstart your product listings.
Top Amazon Keyword Tools
Fortunately, specialized Amazon keyword tools exist! These software solutions offer tools for SEO specialists to find keywords for a variety of platforms, but also unique options for Amazon. As companies lean into Amazon (and Amazon increasingly grows in importance to the e-commerce world), test each of these (and other) products that fit your work process.
Jungle Scout helps companies improve their Amazon business. As a result, they developed Keyword Scout, which helps companies see what shoppers are really searching for on Amazon. Keyword Scout enables reverse-search ASINs to discover the keywords competing products are using and which keywords products rank for. As Jungle Scout notes:
“Keyword Scout pulls millions of data points to show you exact and broad keyword search volumes. Find quality keywords and reverse-search competing ASINs for organic and sponsored keyword ranking data. Reverse-search up to 10 ASINs and compare their related organic and sponsored keywords. Use advanced filters to find the top-performing keywords for a group of competing ASINs.”
Keyword Tool provides a simple UI and offers straightforward suggestions for all of the leading search engines. As a result, Keyword Tool works well for new SEO specialists and yields high level insights into preliminary search terms that help get you started. Additionally, Keyword Tool offers a free and paid version, which means as you go down the Amazon rabbit hole, this tool provides additional options for you to grow and gain more insights.
“Keyword Tool uses Amazon autocomplete (or search suggestion feature) that generates a large number of relevant keywords. These keywords can be used for Amazon listing keyword optimization or any other purpose. Whether you are an Amazon affiliate or Amazon FBA seller, Keyword Tool can help buyers find your products easier. You can use the Keyword Tool absolutely free. However, the paid version of Keyword Tool – Keyword Tool Pro provides on average 2 times more Amazon keywords in comparison to the free version. It will also give you access to many other useful features that will make your keyword research process much easier and faster.”
Merchant Words is another software provider that helps companies grow their Amazon-based businesses. As a result, Merchant Words developed Keyword Advisor that provides an accurate and easy to use list of Amazon-related search terms. The terms allow SEO specialists to create product listings, along with discovering new niches within the Amazon ecosystem.
“With a deep understanding of Amazon’s algorithm, keyword trends, and natural language processing, our team reviews the product details you provide and goes to work! We research and deliver up to 10,000 of the top Amazon keywords for your product in three days or less. It’s a keyword finder for Amazon sellers like you’ve never seen before. These short and long-tail search terms are carefully selected based on your competitors, product details, audience, and category. Our team of data scientists and Amazon SEO experts verify each and every report we deliver. You can rest easy knowing your Amazon keyword optimization comes from the pros.”