Wondering whether there is really a difference between ranking on Amazon and ranking on Google? And if so, how do you improve your product ranking on Amazon and which are the best free Amazon keyword tools to use? Conducting keyword research for Amazon helps in optimizing your Amazon product listings with highly relevant keywords, thereby helping you rank better in Amazon’s search results for relevant keywords. Amazon SEO is beneficial in improving your product listing, better ranking and reaching more potential buyers.

As a seller, your success depends on being able to get ranked for as many relevant keywords as possible because, the primary way by which people search for a product on Amazon is obviously through search. Both short and long-tail keywords are crucial when it comes to aggregating the overall sales and profitability on Amazon.


Three ways to strategize the keywords that can bring you the most relevant buyers

Unlike Google, Keywords behave differently on Amazon’ search. Think of individual words that the customer probably might use to frame the longer phrases on the search. This helps in optimizing your PPC campaigns and launch plans. Frequency is not a factor for ranking in Amazon SEO, hence repeating the same keywords many times throughout title, backend search terms or bullets will not help in getting a stronger signal to Amazon that your item is a correct match for what the customer is looking for. Conversion history is a notable factor along with few others.


Improve your Amazon Strategy by:

  1. Expanding Keyword Approach

For beginners, new category products or products with very less competitors on Amazon, this process works the best. To begin with you need to make use of those keywords here, that you know your product will index for. And then, you expand on them to form longer keyword phrases that could probably be used by the customers.

Expanding keyword approach process works as follows:

  • Find and list out all possible words that are suitable for your listing.
  • Use of Keyword Research Tool to run the words
  • Make use of the Frequency Counter to run the expanded keyword list through
  • Write your bullets and titles


  1. Competitor Keyword Approach

A research to find those keywords that the competitors are using and ranking for helps in understanding what is working best for them. This helps in analysing a particular ASIN (Amazon Standard Identification Number) or a product detail page on Amazon and understand which keywords are they ranking for.

If a listing is ranking well, based upon a particular keyword phrase, it means that that keyword phrase will generate sales for that listing.

The competitor keyword approach can be performed by:

  • Commencing your favourite Reverse ASIN Tool
  • Finding out the frequency counter and arranging in ascending order
  1. Layered Keyword Approach

For products with unique selling propositions or with a special feature that has a multiple keyword profile, sometimes layering both the techniques is required to ensure that you have in-line all the relevant keywords.

The layered keyword approach is considered as the most responsive option amongst the three because, using only competitor keyword approach will not help in recognising those keywords that helps with the unique selling proposition.

The layered keyword approach process is as:

  • Expand the Keyword Methodology
  • Implement the Competitor Keyword Approach
  • Add the Results
  • Run the Long-drawn-out Keyword List Through the Frequency Counter


To Conclude

Making your product visible to more relevant and high-valued prospects is now possible with the right Amazon Keyword Research Strategy and the right Amazon Keyword Tool. As increased visibility and excellent product titles generate more clicks. Increased clicks and unmatched product details pages trigger conversions. And, more conversions mean higher ranking.

Heatmaps provide marketers insight into user intent and user needs by letting them understand how users interact with their website. Heatmaps are data visualization tools that help website owners understand how users are interacting with your website and present information like how good is the navigation on your website, what images do the users find interesting and it helps to develop the overall SEO Strategy of the website. They use colors to represent data sets. The user behaviors are represented in a range of colors from red to blue. Warm colors mean high engagement while cool colors mean low engagement levels.

There are different types of heat maps that serve different purposes. Hover maps that track the cursor movement on the page, Click maps that track the user clicks on CTA buttons, images, navigation bars, etc. and Scroll maps are a few prominent examples of heatmaps.

Heatmap to Boost SEO

Top SEO companies in San Francisco use heatmaps to boost SEO. How? Read on.

How heatmaps help boost SEO?

Tweak Page Layout

The factors that make a webpage user-friendly are more than H2s and H3s. Heatmaps reveal a lot of details on how customers interact with your website through CTA buttons, navigation buttons. Heatmaps can tell what elements on your webpage have managed to catch customers' attraction. Based on these reports, you could tweak your webpage for better user experience.


Don't Forget User Intent

Forgetting user intent is forgetting the whole purpose of the website. Heatmaps help you learn audience behavior by tracking what users particularly like on your website. Where do users stop, what do they skip, where do they stop scrolling and where do they finally drop off. 

Now, that is a lot of data and you can leverage this to optimize your digital marketing strategies and PPC campaigns. You could also compare the heatmap data with manual data that you acquire which could help you in integrating more elements on your website, providing the users with exactly what they are seeking.

Combine Heatmaps and Analytics

Google Analytics is a powerful tool to track activities on your website but heatmaps unveil the reasons/motivation for the activities. The data from Google Analytics like page views, referral traffic, bounces etc. should be stacked up against heatmaps to identify the elements that influenced user behavior. Making changes according to this comparison could improve customer experience and conversions.

Heatmap for SEO

Contented with Content

Scroll maps come in handy if you doubt the content is too long and intricate. They help you know where the content starts to stretch by showing where users drop off after scrolling. If they are dropping off too early, it might mean that they already found what they found or the first part of the content proved to be a turn-off. Observe the data and you will be able to know what have you done right and where have you gone wrong with the content.

Make the Clicks Click

Utilize Click maps to your advantage. Your webpage must be optimized to comprise only very relevant links. Irrelevant links would take your customers away from your website. Click maps provide you the information on which links do users click in general and which links are ignored. They also could reveal information on what is missing at a particular area on your page. For instance, you will know that customers did expect some clickable link/button to be present at a place if the cursor hovered over that particular area in weird patterns. Clearly conveys that users didn't find what they wanted or expected.

Click maps also give you insight into the performance of internal and external links. This can help you optimize link placements. 

To Conclude

Heatmaps give you an understanding of user intent, user experience level of your website, how users interact with different elements on your website etc. This data when effectively leveraged could enhance user experience while increasing conversions at the same time.