How to use Web Scraping for Amazon Keyword Research
An e-commerce juggernaut, Amazon has millions of visitors on its platform almost every day. As a result, businesses that have their presence on Amazon are competing with several other sellers. It automatically makes it difficult for a business to stand out in a pool of edgy competitors.
To ensure better Amazon sales, a seller should undertake thorough research and optimize the product listing and ranking. An effective way to optimize seller efforts on Amazon is keyword research.
Keyword research is one of the predominant steps in Amazon's product launch. As a seller, you need to invest adequate time to understand the essential keywords in your niche to help with the possibility of maximum discoverability. Perform this step successfully, and the seller's product secures a top rank during the customer search.
Once the seller understands this concept, he can capitalize the information to select another product or niche.
What happens if Amazon sellers don’t perform proper keyword research before listing their products?
An Amazon seller might be preparing themselves for disappointing sales if they don't perform the necessary keyword research before starting to sell their products on Amazon:
1. Lower discoverability on search:
While effective keyword research helps propel the product's visibility on the website, flawed keyword research will have a less effective impact. Since the priority of every seller is to ensure the customer buys the product, lower discoverability will not be something anyone would want if the aim is to bring in revenue and convert sales.
2. Loss of revenue to competitors:
It is well-known that every seller in the marketplace aims to be a leader in their niche. But this could only be possible when the customer will have a chance to find the seller's product among the several other options. A seller may have a perfect product with the best features, but the latter will outperform if the competitor has done the necessary keyword research. To prevent this, a seller must conduct keyword research.
3. Reduced brand equity or brand perfection:
Brand equity refers to the superior value a brand gains from a product upon comparison to a generic equivalent. When customers believe in a brand's values and the quality product it sells, they will not shy away from shelling out more money to purchase. To establish such an image, a brand needs to be visible and avoid landing on the last page of the search result. For better results, keywords research is necessary. Once the brand secures visibility, the customers can understand the services offered by the said product and the brand as a whole.
What makes Amazon keyword research so vital?
The primary intent behind keyword research is to find relevant keywords to incorporate in the product title and the description. It roughly translates to the specific words shoppers type in the search bar related to the product. Fine-tuning the product description using relevant keywords will also help in setting up an Amazon Sponsored Products campaign.
Although Amazon is an e-commerce website, it had a major search engine like Google trailing for product searches. Like Google, Amazon displays relevant results for customers to have a satisfactory experience and makes a purchase.
In Amazon, if a particular seller's product ranking is high, thanks to the effective Amazon SEO, the outcome will be favorable to the Amazon seller. For this reason, extensive keyword research will help get the right keywords to increase the product ranking.
Therefore, as an Amazon seller, it is your job to keep an alert mind on the keyword research while going for the first product launch on Amazon. When the platform's algorithm A9 notices that the keyword you have used is relevant for a particular product search carried out by the customer, the algorithm will place the product higher in the search results.
As a seller, you might initially feel that the process is relatively simple and static. However, the industry trends are not; they are dynamic. The data you may have on hand can hold well for a month or even a year. However, with new challenges and demands, research should be ongoing to stay ahead of the competition.
Amazon sellers can implement keywords in three product areas
Before jumping into the research process, knowing where to place the keywords on your product listings is also necessary. The knowledge on the use of keywords in Amazon can drive traffic which would convert into sales.
Product titles: One of the common traits of products that stand out on Amazon is keywords. For a product to be optimized on Amazon, adding different keyword variants in the title is vital as possible. It is done by placing the main keyword at the product title's start and adding as many keyword variants in this section.
Product pages: It is likely that more than the product title, a customer would make click decisions based on the image or price. Hence, descriptions that can lead to conversion are what is needed. Given that sales and conversion are key ranking factors for the A9 algorithm, the motive should be to get the customer to buy the item. Therefore, it is advisable to use the product keywords in the section titled 'about this item' and the product description. This content is to rank products on search results and category pages.
Amazon Seller central: You can search terms for each product as a seller with an Amazon Seller Central account. Also known as 'hidden keywords' or 'Amazon backend keywords as customers cannot view them. One of the things to be kept in mind is that even these keywords play a prominent role in determining product ranking. Look for the 'offer' tab in your Seller Central account and navigate to 'Keywords.' A pro-tip is to fill the fields without using colons or semicolons to separate keywords.
How to conduct Amazon keyword research?
Amazon keyword research dramatically improves the process of increasing the discoverability of a seller's product. A seller will prepare a detailed list of keywords for each product that would turn advantageous for the product ranking through this step. Thus, effective keyword research will amplify the visibility of the product in Amazon search results.
Here is how a business owner can conduct keyword research.
1. Focus on complementary products:
It is not that uncommon, but customers tend to purchase a product that compliments their previously purchased product. Therefore, these are the products that consumers frequently buy together.
As an Amazon seller, when you also direct the focus on complementary goods, you increase your product's visibility to those who may not have been directly searching for it, but their search behavior indicates otherwise. On occasions, one does not need to research this matter as there is intuition involved. For example, a customer who is looking to purchase a shampoo will likely buy a conditioner.
When you do have to research, you can also browse through the competitors' product page. It will help give the seller an idea of what customers are buying along with the main product. Then, upon understanding the keywords used, a seller can include them in his product description.
2. Amazon search bar gives keyword suggestions:
Amazon search bar serves as a keyword tool to get suggestions for products other customers usually browse. Although there are third-party data available that provides extensive information about keywords, the search bar of Amazon is the most accessible source of information.
However, this will require patience to progress through the suggestions by trying out different combinations to list keywords that would work in your favor.
3. Search for purchase intent:
In e-commerce, the purchase intent matters. Therefore, after identifying the keywords with high purchase intent, all efforts must be directed to these keywords.
The business owner can then use such keywords to bring in the best results.
4. Use keyword research tools:
It is wise to go for keyword tools or software to simplify the research. These will provide an insight into the type of searches the customer is conducting. Keywords with a high value on Google can likely find the relevance on Amazon.
With the right Amazon keyword tool, one can also formulate an effective keyword strategy.
How to use web scraping for Amazon keyword research?
Sellers want to have the edge over their competitors by understanding the latter's titles on product pages. It can be through a manual approach or with the use of keyword scraping tools. In the manual step, individual websites have to be visited, and there is documentation of relevant titles. Meanwhile, a keyword scraping tool collects product data from Amazon to optimize business for e-commerce without the hassle of lengthy sheets and charts.
With web scraping, your product listings will rank higher in the Amazon search engine as it will give you the data you need. Keywords are those words that the customers type on the search bar of Amazon related to the products they want to buy.
Web scraping also helps in determining title tags and keywords that the business will focus its efforts on. Thus, it further becomes one of those means through which one can discover buyer personas.
Current tools for keyword research in the market record data with less frequency, therefore putting restrictions on increased opportunities for the seller. Furthermore, given the dynamic nature of the keyword research, without up-to-date information, the sellers are left with outdated information.
For instance, to extract a considerable volume of data in a short amount of time, say 500 products and each product containing 10 keywords, a keyword research tool will go through 5,000 combinations. The challenge here is to extract at a frequency of 1,000 keyword combinations per hour. And this is something web scraping helps you achieve.
Continuous procurement of data through a web scraping solution will be the most profitable decision for any Amazon seller. At Datahut, many customers are availing this service to propel their product rankings and increase visibility.
Are you an Amazon seller looking to extract keyword data from Amazon to build a competitive strategy for your product? Contact Datahut now.
Related Reading: 1. 7 eCommerce Data Sources You Must Scrape In 2021