Dave Chesson talks about the importance of thinking like a reader, not an author, when picking your keywords (actually, keyphrases), best practices for prioritizing your keywords, a newish feature on the Amazon product page that can help you identify phrases that will resonate with readers, and an exercise that KDP itself endorses that you can use to successfully expand beyond those words and phrases.
Dave Chesson is the guy behind Kindlepreneur.com, a website devoted to teaching authors about book marketing. Recommended by Amazon KDP as the place where you can learn how to “optimize marketing for your books,” Kindlepreneur has grown to be one of the largest book marketing websites. Dave’s tactics help both fiction and nonfiction authors of all levels get their books discovered by the right readers. Dave is also the creator of Publisher Rocket, a software that helps authors see what's really going on in the book market, and thus pick better keywords and categories to help them sell more books.