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Ep. 031 Keyword Podcast: Keywords

June 5, 2017
Ep. 031 Keyword Podcast- Keywords

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Keywords are one of the many back end components that have to be properly optimized or else customers won’t be able to find your products. The most important thing when it comes to keywords is to think like a shopper.

Eric Heller of Marketplace Ignition is the episode's Amazon "Insider."

Eric recruited some of the first sellers to the Amazon Marketplace. Now he helps some of the biggest brands grow their brands on Amazon. One of the things he helps his customer with is keywords.


















Keywords for Amazon listings

Amazon article: "Optimize Listings for Search and Browse" [article link]

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Show Notes:

Ep. 031 Keyword Podcast: Keywords

Let’s say you’ve recently learned how to make pizza dough and you’re ready to try making your own homemade pizzas, but you need a pizza pan. So you head to your nearest big box store or home goods store to look for one. You’ll likely find nonstick options, crisper options, pizza stones and more. At the store you can take a look at every option and figure out what will work best for your culinary needs.

That kind of shopping is called net fishing.

Let’s use that same scenario, but instead of looking for any pizza pan, you want to make deep dish pizza. You’ll need a deep dish pan. So you go online, head to Amazon and search for deep dish pizza pan.

That kind of shopping is called spear fishing. Most shoppers on Amazon are spear fishers, because of that, the keywords you pick for your listings are vital.

“If you try to imagine trying to shop Amazon to sort of uncover interesting new things, it’s kind of complicated,” says Eric Heller, a former Amazonian.

Eric recruited some of the first sellers to the Amazon Marketplace. Now he helps some of the biggest brands grow their brands on Amazon. One of the things he helps his customer with is keywords.

Amazon shoppers will get very specific when searching for something. For example if a woman is looking for a black cocktail dress, she won’t just search “black cocktail dress.” She might also include the kind of neckline she wants or the type of fabric in her search.

“Now if you think about it, what are all the components that go into that dress coming up at the top and it’s not just that the dress is a black cocktail dress. It’s that it was in the keywords.  it was in the title,” Eric says.

Keywords are one of the many back end components that have to be properly optimized or else customers won’t be able to find your products. The most important thing when it comes to keywords is to think like a shopper.

If you’re selling a beach towel, think how can shoppers search for your towel. Is your towel quick-drying? What is it made out of? Does it come in any patterns or colors? Those details can be used in your listing to help shoppers find your exact towel.

Eric ran into a major keyword problem several years ago when it comes to boots. Shoppers weren’t clicking on product listings hardly at all.

“There was a big trend in women’s footwear and we were working with one of the largest footwear sellers,” says Eric, “What was really interesting was the trend was,wider calf boots.”

These wider calf boots were called wide shaft boots. Shaft is the industry term for the part of the boot that goes over the calf. All the big retailers, including one of Eric’s clients, were listing these boots online under the industry term. The listings would say wide shaft boots and online sales were not good. They discovered clicks on the listing were low because shoppers weren’t searching for the term “wide shaft boot”.

“What we found is women didn’t find the the products because women don’t call them that. Women call them wide calf boots or they call them a subset,  where someone had branded these athletic boots,” says Eric, “What’s really interesting about that is the companies that started to steal all the share were the ones that caught this early.”

So think about your product. Spend a lot of time figuring out how customers would search for your products. If your keywords don’t match what customers are looking for, it could mean a drop in sales.

“By changing the keywords and the titles, that’s how you fix the product,” Eric says.

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