Amazon is the largest ecommerce marketplace place for the merchants to sell products online. It offers a Merchant Fulfilled Network (FBN) where sellers can list their products in Amazon stores with the option to manage all other stuffs separately like inventory, custom support, etc. However, with the increased competition it is important more than ever to get keyword insights of your product listings. This will help you to monitor the performance of your listings and optimize the improvement area. There are few online tools available which you can use for improving keywords in your Amazon product listings for SEO. Sellzone is one such a tool and here is a comprehensive guide to boost your Amazon product listing’s SEO performance with Sellzone Keyword Wizard.
What is Sellzone Tool?
Almost everyone in the SEO world knows Semrush. However, many do not aware of their other products like Sellzone. It is a complete package of seven useful tools for optimizing Amazon product listing’s performance. The tool is primarily targeted for US based merchants to attract high traffic and make sales on Amazon marketplace. At this point, Sellzone offers three pricing plans – Free, Growth and Pro.
- You can register for a free account in Sellzone website to explore the available tools. However, the free account is limited in terms of keywords, product research, etc.
- The best option is to make use of the 7 days free trial and get the complete access to their Pro package. If you are happy with the tools, you can continue the Pro subscription for $85 per month to deal with 300 listing alerts. You will also get personal account manager and private onboarding with this plan.
- Alternatively, you can go with the Growth package for $50 subscription. Your free trial will extend with this package if you did not cancel after a week time. This Growth plan is suitable for most of the small and medium scale merchants with 100 listing alerts. Other than this, you will not get personnel account manager and private onboarding with this plan.
You can also subscribe to their annual plans to get further discount with the final price of $40 and $70 per month for Growth and Pro plans respectively. We have a special offer for our users to get 50% for 2 months with just $50. Use this offer to get all the tools for 2 months and find if you can improve your Amazon listing sales.
Sellzone Tools Overview
As mentioned Sellzone offers a package of seven tools. After login to your account, you can view the list of tools like below. Though you can use some of the tools independently, you need to connect your Amazon account for using certain tools.
In this article, we will primarily focus on step by step process of using Keyword Wizard tool from SEO perspective.
1. Sellzone Keyword Wizard Tool for Improving Amazon SEO
Every product listing starts with using relevant keywords in your niche that customers also use. The keyword usage involves titles, descriptions and images for a product. From your Sellzone dashboard, hover on the “Tools” top menu and click on the “Keyword Wizard (Improve Amazon SEO) to get started. With the tool, you will discover the right keywords that would drive the most traffic around a chosen product. That’s, entering a keyword shows you how many Amazon visitors are searching for such product (within a specified time) and how many business listings are utilizing it.
Enter the Name of the Product
Let’s assume you are selling a “laptop backpack”. Enter the keyword into the “Amazon Keyword Wizard” search bar and hit the “Search” button, as shown in the below screenshot. The results page would present the search volume and competition level with a filter option to enable you to choose an efficient keyword for use.
Choose Keyword Variations (Category)
There are four groups (match) you can base your exact keyword search, and each implies;
- Related: it shows keywords that are similar or relevant to the exact one, thus providing the best-ranking opportunity to use them. Example – laptop backpacks.
- Broad: it extends to keywords that slightly differ from and within a limited scope of your exact keyword. Example – laptop backpack for men. It gives you much possibility and is quite recommendable for use.
- Phrase: ensures that the exact keyword must appear in other keyword phrases in any order. Example – “backpack for laptop”.
- Exact: considers that the main keyword appears the same as written in other keywords relevant to it. Example – “laptop backpack women”.
We discovered that generic keywords are the first start of a customer before they would tailor down to specific keywords that meet their need. So, a keyword with high search volume might not be a good start. Also, well-known competitors target them and taking some market share from them requires being strategic with keyword use through a filter. To get started;
- Set the “Volume” range as it entails customers’ demand for that product and choosing the highest shouldn’t be a priority as it implies a big competition. Anything below the maximum is okay, say < 100,000.
- Lower down the “Competition”, say <10,000 and know some startup keywords for the products you are competing for that remain.
- The “Exclude” option helps to remove search terms in keywords that feature brand names or others. Like you won’t love to be using something like “Apple Laptop Backpack”, assuming Apple company sells Backpacks (Amazon’s policy).
- The “Include” option helps you choose some words that must appear in the keywords shown after applying other filters, say “laptop backpack”.
- The “Category” filter ensures that a keyword for a product belongs to its product line or collection.
- Finally, “Word Count” determines the length of words you want a keyword to have. At least 3 – 5 is a good fit for a not-too-broad competition.
This exercise offers you the best keywords to at least be on a good start.
Export the Filtered Keyword List
You can get the copy of keyword research you did by downloading the result to your local computer if you don’t feel like implementing them now. Use the checkbox beside each keyword to select the ones you need, then click the “Export” followed by the “Export to CSV” button.
Utilize the Optional Search Terms
Revert all the changes you made after entering the product’s name as a keyword in the Sellzone keyword wizard. A section on Amazon Seller Central known as Hidden Search Terms exists to help boost your listing optimization. To use it, click on the checkbox beside the “Keyword”, and to select the lowest competition with a high-volume search, click the “Select first 1,000” text link that appears.
Then, click the “Search Terms” button, and a dashboard including only necessary word variations relevant to your keyword is displayed. Check through them, deselect ones you think don’t match (like brand names and product titles in use), and remember to keep selected ones less than 249 characters (based on Amazon policy). And once done, click the “Copy to Clipboard” and paste it into your Amazon listings “Search Terms” field.
2. Insert Relevant Keywords into Product Listings
Based on the keyword list you downloaded then, you have to implement its usage effectively in the following areas of the product listing;
The attention of both the seller and the Amazon search engine concentrates here, and you want to ensure that the focus keyword appears among the catchy product heading. For the sake of SEO, here are the best practices to put into consideration;
- Keep the title length < 200 characters though Amazon limits say 250, and from the anatomy of the bestselling amazon listing, ranked 108 characters as the ideal average.
- Avoid putting the title in all capital letters, and it’s preferable if beginning words in the product title can have their first letters capitalized except propositions.
- Make the caption simple and enticing in a layman’s understanding. Avoid technical jargon, be specific with details and leave out unnecessary use of verbs or adjectives.
Compelling with product title means being convincing and not fluffing it with keywords that can only invite a customer to click and won’t further the sales journey. It doesn’t fit into the SEO goal to mention certain words like sales, your company name, ID or any information not relevant to a product, as well it goes against Amazon policies.
Here is where you drop the sales letter with a touch of the relevant keywords across the captivating wordings or creative lines. Be clear in your description and maintain <2000 characters if possible because Sellzone’s BSR analysis shows that most-bestselling descriptions are around that limit.
Some products contain certain functionalities, and it’s helpful to mention them here when you are sure the product has varieties like model, color or size. Feel free to drop about the product use cases here and try to observe white space paragraphing that ensures ease in readability. Leave out the urge to use words that lead to contacting or promoting your brand personally.
Bullet points are mainly in use and recommended here as it simplifies the integrations or what makes up your product. Be direct and communicate your products’ unique selling points at most within five bullets. Keep the most significant features at the top, and finally, the CTA (call to action) text wraps up at the bottom of this section.
Be sure to provide answers you feel a potential customer might likely ask. The best way to do this is to assume the selling is done physically and visualize that you are the customer. Write as much that comes up and try fitting in the keywords across your responses to the questions.
3. Factors that Contribute to Boost Amazon SEO Listing
These things have a way of impeding all the efforts you may put into optimizing product details, so look out for them;
Visuals cause attraction, and you can drive customers with them. Finesse the images & display up to seven to showcase the product’s view very well and add a video if you can. Keep the image in white background and should take up over 85% of the space with no watermarks or text on it, just plain. Infographics can come in handy too.
Use Sellzone Triggers & Tools
Utilize all other Sellzone tools as they have the potential to grow your product listing as well as add to SEO.
- Traffic Insights – this is reverse ASIN tool for analyzing and finding external traffic to your Amazon products.
- Keyword Wizard – use this tool to optimize your listings with high-value keywords that can easily attract users.
- Listing Quality Check – similar to SEO auditing tools, this is a quality check tool for your listings. You can use this tool to improve visibility, click-through-rate and sales.
- Listing Alerts – monitoring tool to get alert on your listings (need to connect with Amazon account).
- PPC Optimizer – automation tool for your advertisement campaigns (need to connect with Amazon account).
- Product Research – use this tool to find low competition and high demand products in Amazon.
- Split Testing – do A/B testing to find the best variation for your listings (need to connect with Amazon account).
Aside from the need for your product details and images to be error-free, reviews have an advantage and try to maintain good ones by offering quality stuff or customer service. Amazon considers FBA sellers, and it won’t hurt to sign up for it to have an edge in your listing.
All we discussed is a sum-up of optimizing keywords for use in product images, titles and descriptions using Sellzone Keyword Wizard. Walking through and implementing this guide assure Amazon’s A9 Ranking Algorithm favors your listing more than before. Keyword relevancy for SEO is our subject matter here, but your part calls for taking care of product availability, pricing, reviews, FBA, A+ content & images, advertising and promotions.