When I got dressed this morning, I put on a t-shirt. Maybe I wanted a stylish t-shirt. I could have searched “stylish t-shirt” on Amazon. If I wanted a comfortable t-shirt, I could have searched “comfortable t-shirt.” Or maybe I wanted a certain material, so I had to search “polyester, cotton blend header, stretchy t-shirt.”
Now, what if I told you all three searches brought me to the same t-shirt? That’s how you can leverage keywords to your advantage as an Amazon seller. If many different keywords all point to the same product, that product has potential. That product is what customers are searching for, and the products that customers are searching for are the products that are going to sell.
One day, a man searched “Nike tennis shoes” on Amazon. Another guy searched “running shoes.” A woman searched “walking shoes.” They all searched for something different, all used different keywords – but in the end, they were all directed to the same product. Why? They all had different niches, but the same product fulfilled their needs. They just used different keywords to get there.
Every year, twenty million people visit Austin, Texas. There are five freeways into Austin. If Austin is the product, each freeway is like a keyword – different paths to the same destination. If one freeway shuts down, there are still four more ways to get to Austin. If the woman doesn’t search for “walking shoes,” the two men will still find their way to the end product by using different keywords.
Market niche to keywords in one easy step
That’s why it’s important to have a collection of keywords for every product. The concept is called a market niche: one product with multiple keywords, and the product fulfills every need described by those keywords.
There are three main types of keywords:
1. Broad Keywords. A broad keyword is one word that covers a broad category. A broad keyword can point to hundreds or thousands of products. For example – barbecue.
2. Short-tail Keywords. Short-tail keywords have two words and are a bit more specific. Short-tail keywords build upon broad keywords. For example – barbecue sauce, or barbecue grill, or barbecue chicken.
3. Long-tail Keywords. Long-tail keywords build even further on short-tail keywords. Long-tail keywords are usually three or more words and can be extremely specific. For example – barbecue LED light, or barbecue grill cover, or barbecue gloves heat resistant.
When you’re hunting for keywords, you’ll notice that broad keywords and short-tail keywords will have higher volume, but lower conversion rate. A long-tail keyword will have a higher conversion rate, because someone making a more specific search already knows exactly what they’re looking for.
Long-tail keywords are your best keywords, but fewer people will be searching those keywords because they’re so specific. That’s why it’s important to have a combination of broad, short-tail, and long-tail keywords, all pointing to the same product. The more diverse your keywords are, the more people will find your product.
So, when you’re hunting on Amazon, start with keywords. Figure out what customers are searching for, then create multiple paths to lead them to it. More customers will find your product, and you’ll see success.