To achieve the perfect balance in an Amazon listing is to incorporate useful, targeted keywords that are barely–if at all–detectable by the reader. This is a delicate dance that you as the seller must perform to entice shoppers but not overwhelm them or annoy them with a barrage of keywords. Whether this is for private label products, retail arbitrage or new bundles, creating informative and compelling listings is key to ensuring that you get the organic traffic you want, while your product pages are still readable.
Think of some of the poorly written listings you’ve come across and immediately scrolled right through. Subpar product listings are one of the fastest ways to lose sales. Seemingly minor things like overstuffed titles, unclear images, or dull product descriptions can have a drastic impact on a seller’s ranking.
The various components of listing formats each contribute to a customer’s buying journey, influencing whether they eventually buy the item or not. Here’s how we will break down the different aspects to consider and how to optimize your Amazon listing:
- Product Description
- Keyword Searches
- Customer Reviews and Ratings
How to Approach Product Listings & Where to Put Your Focus
The first thing to note is that the content you’re creating will be read by humans, not bots, so it needs to be easily digestible. Your primary concern should be to make it as readable as possible, and not pack it with too many keywords because this will end up working against you.
Tailoring your listing to suit Amazon’s A9 algorithm in order to rank well is crucial to a seller’s success. With that said, here are a few tips to make sure sellers keep in mind the shopper experience and play to the customer’s intellect with their listings.
Amazon Product Title
Your only duty here is to–as briefly as possible–communicate what your product is about. Amazon gives an allowance of up to 250 characters to do this, and preference should be given when mentioning things like the specific brand, dimensions, colors etc.
Consider what buyers want from your product and appeal to that desire, so you push customers to make up their mind in the affirmative when they come across your product. Noting details like size, type, capacity, and where it can be used can all sway a shopper.
Think of a couple keywords or phrases you’d prefer to rank for, and use those within the title. Also, make sure to stick to relevant keyword terms so that you don’t end up with visitors bouncing off due to inaccurate or misleading titles. When Amazon ranks its sellers, it considers things like the bounce rate. Where format is concerned, DON’T:
- write in all caps, but instead apply title case
- mention the price or how many products are in stock
- refer to any ongoing promos or discounts
- use symbols like an ampersand (&) or any other symbol, instead type out “and”
- write numbers in words, but use digits instead
The product title is the first impression a shopper gets, which makes it especially important; additionally, the sooner a relevant keyword appears in the title, the better for the Amazon algorithm that ranks search results based on relevancy.
Think of this as the summary of the highlights and key points of your product. Gloss these up with relevant, descriptive terms to show what kind of value your product will add to your customer’s life, while also registering the most important keywords in the search engine.
Make sure at the very least that your bullet points cover the questions:
- When, where, and how the product can be used
- What your product does
Keep your bullet points fluff-free, and if possible, break your points down into 100-character points. Whatever keywords you include in the bullets are indexed, although they don’t count quite as much towards keyword ranking relevance.
For the product description, Amazon allows you up to 1,000 characters, so you need to use these wisely to accurately describe your product and capture a buyer’s attention. This is your opportunity to convince customers that, while there may be many products similar to yours, yours is not only different, but better. Make sure to explain all the benefits of your item and the various ways it can be used.
Your task is to elaborately help the buyer envision how they will feel once they have purchased your product, how it’ll fit into their life, and what improvements it will bring.
Use a variation of informational and captivating phrases, listing the benefits and features first. Remember to optimize the listings for mobile viewing, while keeping your tone uniform throughout.
Don’t be shy about bragging in your description, this is the time to sell yourself and your merchandise. Relevant keywords, strategically peppered throughout your product description will only take you so far; Amazon’s algorithm also evaluates sales metrics, which means you need to create an appealing, clear explanation of your product to boost sales and rank higher. Go into detail and present your brand as a cut above the rest. The allocated characters should be used to communicate what it is that your product does, elaborating on the brief points you made with the bullet points.
Use a combination of long and short sentences, highlighting any key details, but don’t go overboard or embellish too much by selling features that don’t exist. Stay away from promotional or salesy language, and keep your words subjective yet convincing.
When you have an understanding of what your target audience is searching for, this will give you insight into the most applicable keywords that you should include.
Learn to decipher between high search volume and relevant keywords for your product and niche. Abusing keywords by using phrases that don’t apply to your listing can be picked up by Amazon’s algorithm, which may qualify you for a demotion from your current rankings. Sellers have the option to also apply backend search terms which helps boost product visibility in search results, as these filter through header tags and other relevant markers.
Start with the most basic term that best describes the product, and see where the options take you. You can use specialized tools designed to analyze thousands of products and keywords, giving you real-time data on top keywords, providing you with high-converting phrases and keywords by search volume. Play around with the words to include alternative terms buyers could possibly use (for example pan or skillet), and explore what long and short-tail keywords you could use.
With backend search terms, be careful not to:
- repeat words
- include any punctuation (,.?-_)
- use too many same word variations
Another way to analyze and decipher which keywords help you get on page one of the search results is to go to Amazon directly and type in a product. Compare the text of the first few results with an item that shows up on page 10. Focus on the words that the highest-ranked listings include in their titles and the product description (item, color, brand, size, etc.) versus what a listing on a later page may (or may not) contain.
Finding the balance between optimizing content for buyers and for ranking algorithms on Amazon is achievable if you know what to do. Understanding how Amazon works and then taking action to scale the aforementioned components will boost your bottom line, helping you make more conversions so your sales and revenue rocket.