# Keyword Strategy Guide for Ecommerce Listings

## Keyword Tiers and Placement

| Tier | Definition | Placement | Volume |
|------|-----------|-----------|--------|
| Head | 1–2 word primary intent | Title (first 5 words) | High (10k+/mo) |
| Mid-tail | 3–4 words, more specific | Bullets 1–3 + Description H2 | Medium (1k–10k) |
| Long-tail | 4+ words, high intent | Bullets 4–5 + Description body | Low–medium (100–2k) |
| Backend | Synonyms, variants, misspellings | Backend keyword field only | Varies |

## Keyword Research Process

### 1. Seed Keyword Identification
Start with what the buyer types when they have the problem, not the product:
- ❌ "HEPA H13 purifier 500sqft" (brand/spec language)
- ✅ "air purifier for large bedroom pet dander" (buyer language)

### 2. Expansion Sources
- **Amazon autocomplete** — type seed keyword + space/letter; captures real queries
- **Competitor review mining** — what phrases do 5-star reviewers use? Those are your keywords
- **Q&A sections** — questions reveal unmet buyer needs and long-tail terms
- **Helium 10 / Jungle Scout Cerebro** — reverse-ASIN to find competitor ranking terms
- **Google Search Console** — if brand has existing traffic, mine actual query data
- **TikTok search bar** — captures conversational, trending variations

### 3. Keyword Classification Matrix

For each keyword, answer:
1. Does this describe the product accurately? (if no → discard)
2. Is search volume significant for our category? (threshold varies by niche)
3. Is competition winnable given our BSR/sales velocity? (if too competitive → deprioritize)
4. Is it policy-compliant? (no competitor names, no misleading claims)

### 4. Keyword Density Guidelines

| Location | Recommended density | Max before penalty |
|----------|--------------------|--------------------|
| Title | 1 primary + 1–2 modifiers | 3 distinct keyword phrases |
| Each bullet | 1–2 keywords per bullet | 2 |
| Description | 3–5 natural placements per 500 words | 8 |
| Backend | Fill all available bytes | N/A (no public display) |

## Seasonal Keyword Planning

| Season | Modifiers to add | Timing |
|--------|-----------------|--------|
| Valentine's Day | "gift for her/him", "couples", "romantic" | Jan 15 – Feb 10 |
| Mother's Day | "gifts for mom", "Mother's Day", "mom gift ideas" | Apr 1 – May 10 |
| Back to School | "college dorm", "school supplies", "back to school" | Jul 15 – Sep 1 |
| Black Friday | "holiday deal", "gift idea", "Christmas present" | Oct 15 – Dec 1 |
| New Year | "New Year new me", "resolution", "fresh start" | Dec 26 – Jan 15 |

## Category-Specific Keyword Patterns

### Electronics
- Include: wattage, compatibility (iPhone 15, Samsung S24), certifications (UL, FCC, CE)
- High value long-tails: "works with [popular ecosystem]", "no lag", "easy setup"

### Beauty & Skincare
- Include: skin type ("for oily skin", "sensitive skin safe"), certifications (vegan, cruelty-free, dermatologist tested)
- High value: "before and after results", "no [unwanted ingredient]"

### Kitchen & Food
- Include: material ("BPA-free", "stainless steel"), capacity, dishwasher safe
- High value: recipe type ("air fryer chicken", "instant pot soup"), serving size

### Health & Supplements
- Include ONLY compliant claims: "supports immune function" not "boosts immunity"
- High value: delivery form ("sugar-free gummies", "easy swallow capsule"), certifications (NSF, GMP, third-party tested)

## Keyword Mistakes to Avoid

1. **Keyword cannibalization** — Using the exact same phrase in title AND backend wastes backend bytes with no additional ranking benefit
2. **Vanity keywords** — High-volume but irrelevant terms inflate impressions, hurt CTR, tank relevance score
3. **Competitor brand names** — Policy violation on Amazon; shadow bans possible on TikTok
4. **Overly generic head terms** — "phone case" without model modifier brings irrelevant traffic and high ACoS
5. **Ignoring negative keywords** — In PPC campaigns, add negatives to exclude irrelevant searches that match broad terms