Scope Out Your Competition
Understanding your competitor’s strategy that would otherwise take money, time, and mistakes to learn is the very first step you should take if you are looking to drive traffic to your Amazon listing.
Looking at your competitor’s Amazon listing page gives you the opportunity to determine what customers want and don’t want. It also gives you the opportunity to see which products are collecting dust and those products that are flying off the shelf.
By reviewing your competitors’ pages, you will learn which products you should carry, how to market the products, whether a listing optimization could produce better results, and how to market the message to the consumer.
An excellent way to do this is to go through the customer reviews. In today’s digital age, customers have become so confident to share their opinion about a particular product or brand, particularly if they are not satisfied with the product.
Go through the reviews to understand what customers are complaining about and what they love. This process will reveal the inefficiencies in specific product types and the exact expectations that customers have about their go-to brands.
Scoping out your competitors will enable you to see the specific mistakes that your customers have made and also help you to stay clear of such mistakes in your own business.
Are customers complaining about the way and manner a particular product is packaged?
Are they unsatisfied because of the price of a particular product?
Are they comparing the features of the product to a similar product they have used previously?
You may also want to go through the customer question and answer section to enable you to see what’s going on in your prospective customers’ minds.
Select the Right Keywords
Selecting the best keywords to include in your product titles and product descriptions can improve your ranking and increase your sales and bottom line. Here are some of the ways to select the best keywords for your Amazon listing:
Harness Amazon Data
Amazon data is what buyers are usually searching for to find their favorite products. There are different ways to access this data even though Amazon doesn’t publish it to the public. As a seller, you have access to:
Using the search term report for sponsored products
Amazon’s new product opportunity explorer
Amazon search bar
Third-party keyword tools
Get valuable keywords by typing a word in the Amazon search bar. By default, Amazon provides suggestions based on previous customer service. This gives you an idea of what customers are searching for. Plus, you can make use of Google’s free Keyword Planner to discover lucrative keywords.
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All you need is to enter different keywords that are closely related to your products and then go through the list of suggested keyboards in the drop-down menu and put any keyword that you find relevant in your hidden search-terms field from your seller central backend. For more details on PPC and keywords, refer to our Amazon PPC guide.
The best way for buyers to easily locate your product on Amazon is through customer searches; therefore, it is important for you to harvest the best keywords for your products. After gathering all the best possible keywords for your product, you can narrow down the list to about 10 keywords so that you can rank on Amazon’s Search Engine Results Pages (SERPs). You can do the same thing with Google using a SERP scraper API.