The path that connects Amazon buyers with the products they are purchasing is one that requires careful navigation and a solid plan to ensure customers can find your products when looking for them. If you’ve ever asked yourself how buyers came across your products, then you’re in the right place to find out how Amazon sellers create effective product pages that really sell.
There’s no point in having a topnotch product if it remains hidden or out of reach from the ordinary Amazon buyer. One of the most crucial steps in creating a new listing on Amazon is to guarantee that your product is accessible to prospective buyers. While your first reaction may be, “Tell me something I didn’t know!”, the amount of people who struggle when it comes to actually setting up a visible, accessible product page is surprising.
Let’s get into the practical how you should understand to make your product page as powerful as possible: invaluable Amazon keyword research and our tips to help you use that research to optimize your product page.
Your Product Title: Make it Explanatory Using Top, Relevant Keywords
Put yourself in a prospective buyer’s shoes, and try to imagine what runs through their mind when searching for a product. More often than not, shoppers type in a word related to the product instead of browsing through multiple categories or filtering.
This means placing relevant keywords within the product title is of the utmost importance. Amazon limits titles at 200 characters in all categories, so your description needs to fit within this max to pop up in the search results. As the title is the first thing buyers see when browsing, you should include as many pertinent details as possible. The principal information that should be immediately available about any item to guarantee more customer clicks is:
- Product description
- Materials or ingredients
Making your products easily scannable with informative titles that present clear features is necessary to close the window between a search and a purchase. An Amazon product title shouldn’t be about testing a customer’s comprehension skills, but rather effectively communicate as much information in the shortest of texts. This also significantly improves your product click-through rates and ranking.
In addition to this, you’ll boost visibility and might even appear on page one of search results. Now think back to that prospective buyer and the related words they would use when searching for a product, specifically your product. How can you direct them to you? You need to find out the exact keywords that are trending for your product, and discover what a customer types in when searching, rather than just guessing what they might be thinking. You need a tool that lets you see top keywords like Keyword Inspector, so you can uncover relevant terms and insert them into your own listings.
Your Product Description: Captivate & Inform with Appropriate Keywords
What makes a great product description? A clear explanation that describes the specific product at hand, and also tells the reader why exactly they need it and what it will do for them. Remember to create a unique description that attracts and intrigues the buyer, which means no copying and pasting from other sources.
Use your product description as an opportunity to apply some of those top keywords you’ve researched that will drive traffic to your page and rank your product higher. To make it skim-friendly, bullet points are an effective tactic and help break up and highlight the most important product features.
Sellers are limited on Amazon to five bullet points, so make sure they all pop. Some tips to remember when creating content for bullets:
- Emphasize important details from the title
- Include relevant, high-ranking keywords, but don’t stuff them in
- Inform the customer of top features and their benefits
- Don’t mention price or any special discounts (like Prime Day)
Bullet points don’t count toward the product description, which means you’ll have additional text of 2,000 characters to highlight your item even further. Try and reuse the most relevant keywords from your product title and use this space to expand on each feature.
Internal Optimization: Include Key Search Terms & Phrases on the Back-End
Within your seller account, you can access a keyword page for each product where you may add terms that aren’t included on your product page or title, and won’t actually be visible to the shopper. This is where sellers like to put keyword phrases, known as long-tail keywords, which are longer and more specific than commonly used keywords. These often have a higher conversion rate, as they are employed by shoppers right before the point-of-purchase. Amazon’s product ranking algorithm, or A9 Algorithm, will reference these back-end, long-tail keywords when determining product search rank, which means you can include more niche-specific, relevant keyword phrases here. Synonyms for your product can also be added, or relevant keywords in another language if your product exists in a multilingual market. If you have a tool like Keyword Inspector that features a misspellings checker, you can include common misspelled words for your product or associated terms.
If you use the back-end keyword page wisely, you could generate more traffic towards your product. Keep in mind that repeating keywords visible on the product page themselves is unnecessary.
How to Choose Effective Keywords for Your Listing
- How relevant are your keywords?
There’s no point in squeezing in keywords if the terms you use are empty; instead use a few, high-volume and very relevant keywords to boost your Amazon ranking. Find these through a tool with reverse ASIN keyword research, like Keyword Inspector, to see the top keywords for a product.
- Are you using long-tail keywords on the back-end?
As mentioned before, these are longer and more specific search terms, usually three to five keywords, that aren’t visible to shoppers. This helps you describe your product as specifically as possible to increase conversion rate, and improve your Amazon ranking.
- Are your keywords trending?
Keep an eye on how well you’re doing and track high-converting keywords, so you can constantly update your product listing to reflect market trends and reach more consumers.
Amazon Keyword Research to Revolutionize Your Strategy
As an Amazon seller, you are in control when it comes to creating and curating an effective product listing by using relevant and informative titles and product descriptions. However, to fully be able to research and analyze keywords on Amazon like a pro, you need pro tools that will show you real-time data from tons of sellers, brands, and product ASINs. Spot and track high-volume terms, relevant keywords for your niche, and trending keywords per category all in one place. Keyword Inspector lets you access everything keyword when it comes to Amazon, so you can develop an intelligent strategy for your product pages and boost traffic to your products organically. Level up your Amazon game!