Amazon Listing Optimization Guide
You cannot complete your Amazon listing Optimization in a single step. Optimization of Amazon listings is a continuous effort. It has to be optimized on a regular basis. The majority of the time, it just requires minor adjustments to the bullet points or titles to make them more readable without affecting the primary keywords.
Utilizing your sales data, conversion rates, PPC keywords, category changes, seasonality, what your rivals are doing, and more, the objective is to constantly work on enhancing your Amazon listings.
In this guide, we’ll look at several strategies for enhancing and optimizing your Amazon product listings so that you may rank higher on Amazon.
What is Amazon SEO?
Listing Optimization for the Amazon search engine is done in order to appear higher in product searches on Amazon.com. A few easy measures may increase sales, enhance product search listings, and make it easier for customers to locate your brand.
Why is it Important?
Use SEO strategies as an Amazon seller to:
- Bring in more customers to the product listings.
- Raise brand and product awareness. (SEO or PPC)
- Improve your Click Through Rate (CTR) and Conversion Rate (CR).
- Make more revenue with each optimization.
Seller Errors with Regard to Listing Optimization:
The largest error that Amazon sellers do is believing that listing optimization simply applies to the listing itself. As a result, they concentrate their efforts on producing stunning photos, top-notch videos, and mind-blowing A+ content.
The fact that your listing doesn’t get indexed means that the photographs, videos, and A+ material on it do not aid with discoverability.
The actual product listing optimization has the most influence on converting a customer, but how will you convert the consumer if the item isn’t optimized to rank highly in the search results?
Consider listing optimization as a large process that needs to be divided into 7 steps before beginning each one, as opposed to thinking of it as a single process.
8 Steps to Optimize Your Amazon Listings:
Consider SEO as a continuous activity that will assist you in connecting with the 300 million Amazon customers.
Make optimization a constant component of your e-commerce business plan to start. Eight components of a product listing might also be the focus of your attention.
Let’s go into the specifics of how to make each of these product listing components better from an SEO perspective:
One of the most crucial elements of an Amazon listing, the title has a significant influence on success. Depending on the product, the Amazon title should be succinct, obvious, and nevertheless exceptional in some way.
Depending on the category, the character restriction for an Amazon product title is between 150 and 200. Amazon advises a limit of 80 characters, though, so that the complete title can be seen on mobile devices. To guarantee that the title is displayed in full on smartphones as well, Amazon suggests a length of no more than 80 characters. This length is also ideal for ensuring a higher rating.
A character restriction of 80 characters, however, is inapplicable to some goods. In the event that attaining this number is not attainable, the goal should always be to come as near as you can. We advise conducting thorough competition analysis to see whether your title can be somewhat longer.
- To ensure that the title of the Amazon product listing covers many search requests, it is crucial to use precise phrases and keywords. Comparable items may be checked for the best phrases, keywords, and terms, or you can simply use any keywords that spring to mind.
- An intriguing product title is important for the click through rate. It requires a click from the user. As a result, be careful to include relevant keywords in a compelling and helpful title. Nobody likes to see, for instance, the product name listed under many aliases.
- Make sure you capitalize the initial letter of each word when it comes to formatting. Additionally, confirm that all numbers are digits. Even though it may not seem necessary, the title should be catchy and easily understood when read since it does have an effect.
- Ensure that you are not using all caps and try using “and” instead of “&” in the title. All numbers should be numerical and do not mention price and quantity in the title. No promotional messages and symbols should be included in your title.
You are allowed nine product photos on Amazon, including one for the lead. Include as many 1000 x 500-pixel photographs of the highest quality as you can.
We’d suggest utilizing a white backdrop for the primary picture for the majority of items. Show your product in use, from various perspectives, and include a picture of the package in the other photographs. It is advised by Amazon that the product occupies at least 85% of the picture.
Your product’s size and scale should also be clearly depicted in your images since consumers who are unaware of the true size of what you’re selling sometimes express disappointment by saying, “It’s much smaller than I was anticipating.”
Generally, it’s a given that you should choose photographs that explain your product and have a minimum resolution of 1000 x 500 pixels.
The Amazon Seller App allows you to optimize images for your Amazon listing. When updating listing photos, you can use the Product Photo Studio option in the upper left dropdown menu to access the photo capture and editing feature. The function includes cropping, whitening the backdrop, and automatic and manual exposure/brightness adjustments.
It’s helpful for sellers to know what keywords they are targeting and ranking for in order to do listing optimization.
One error that many Amazon sellers make is using the wrong keywords in the product listing. Only relevant keywords should be used. You can use keywords in your product’s title and/or characteristics.
The title and your product’s characteristics are good areas to include keywords to your Amazon product listing. You must occasionally think creatively and act like a buyer searching for your goods in order to find keywords.
You have the option to add backend keywords to Amazon in order to improve product discoverability. You’ll need to think creatively to solve this. Avoid wasting valuable space by using the same backend keywords that you use in your title and other content. What criteria should you use while doing keyword research?
- Fill up the Amazon search bar with a range of terms and phrases. Check out the drop-down choices after that, and begin constructing a list of pertinent keywords for comparable postings.
- As a beginning point for your own listings, use competitor results. Try comparable searches on Amazon.com to see what is currently available. After that contrast product search phrases.
- What do you refer to the item as? Core word searches are a good place to start to see what is available.
- Look for features like wireless, Bluetooth, lightweight, etc. that are particular to the characteristics of your device as you learn more.
- Look into terms that might highlight the advantages of your product. For instance, what keyword best conveys the fact that the product is portable and simple to handle?
There are following two types of keywords that you can use in the optimization of your product:
- Long-tail keywords tend to be more precise. Because the consumer often knows exactly what they are searching for, they typically have low search traffic, little competition, and may have a greater conversion rate.
Broader searches that tend to have high search volume and significant competitiveness are known as short-tail keywords. Given that the client is looking at many possibilities, they can have a lower conversion rate.
You have the chance to explain why your product is better than competing items in the product description. You have 2,000 characters on Amazon to describe your goods in order to attract buyers. Additionally, as per usual, make the most of the 2,000 characters available by elaborating on any of the attributes you highlighted in the preceding section.
Use concise language and bolding to draw attention to any important information to make it easier for potential consumers to read. You may also insert any pertinent information about the company or the product here. Keep your decorations to a minimum so as not to mislead the customer or raise expectations that your goods can’t fulfill.
Things you can do to make your product description appear better:
- Use the explanation section to go into further detail about any features or benefits that couldn’t be adequately explained in the major feature bullets due to space constraints.
- Include additional features or advantages in the description box if your product has more than five of either.
- Despite your best efforts, there are occasions when merely listing features and advantages is insufficient to convey to the buyer how your product will improve their quality of life. Real-world examples assist readers better understand your product through the material they read.
- To separate paragraphs and emphasize important information, use light HTML. You can include any keywords you don’t already have in the title or backend keyword section. Make sure that you do not mention your seller name, website URL or company information and also refrain from using promotional language such as “sale” or “free shipping” in product description for better listing optimization.
The bullet points, which are technically known as “important product features,” ought to highlight how the product helps the consumer and address common inquiries. While features are vital, the impact those features have on the client is even more crucial. It would be more correct to refer to these bullet points as “key benefits” rather than “key features” for this reason.
- Depending on the category, suppliers may only have 255 characters per bullet point whereas sellers are often permitted up to 500.
- Beginning with a capital letter, bullet points should be presented as sentence fragments without any punctuation at the conclusion. To divide sentences within a single bullet point, use semicolons.
- Never emphasize a point using special letters or all caps. You want your ad to portray a quality product and foster buyer confidence; this comes off as amateurish.
- The purpose of bullet points is to present concise, understandable information about a product. The product should be described briefly, along with what is included in the price and what it accomplishes. Don’t try to cram all the information into bullet points.
- Your bullet points shouldn’t just be a collection of keywords; they should be strong, logical, well-thought-out statements that benefit the buyer. Include just the most pertinent keywords that organically enhance the text and are directed at customers. The backend search phrases provide lots of room for additional keywords.
- Do not include phrases like “free returns” or “30-day return policy” in your text. The majority of customers are already aware of Amazon’s return policy; thus Amazon should emphasize this rather than you. Don’t emphasize on your service; keep your focus on your product.
Product Reviews and Rating:
On Amazon, product reviews are crucial. They offer third-party validation that your product is of a high caliber. Receiving product reviews, however, is difficult, particularly for new sellers and new items.
Asking for product evaluations may be made easier by using automated feedback platforms like Feedback Express. Utilizing templates that have been shown to increase customer interaction will put you ahead of your rivals.
The greatest strategy to get 4 or 5-star ratings is to offer a high-quality product that you precisely stated in your description. Verify any reviews—neutral or negative—to see if they adhere to Amazon’s rules.
You can ask Amazon to delete something, for instance, if a customer leaves seller feedback along with a product review.
Product Search Term Optimization:
You should employ your list of chosen keywords in your title and bullet points once you’ve established it. The remaining text will be entered into the backend search terms areas.
Maximum keyword length in the normal Search Terms field is 250 bytes. These words should not be utilized anywhere else in your content. For letters, numerals, and symbols, one byte represents one character, and two for special characters. All of the keywords in your search terms box will be disregarded if it contains more than 250 bytes.
In the sections for Intended Use, Target Audience, and Subject Matter, you may also include less significant keywords. These words ought to be unique to the names.
Examples of terms to use in the Target Audience area for your audience might be “hair color for me,” “children’s cough medication,” etc. The Intended Use box would be filled with terms like “runner’s sneakers,” “hammock for camping,” and so forth.
The more generic Subject Matter area would have terms pertaining to the topic of your product. Sunglasses, for instance, may be discussed in relation to sports, fashion, or eye protection. Fill out at least the Subject Matter boxes if your collection of keywords has a decent combination of significance and search traffic. The utility of the others for ranking purposes is debatable.
Making sure it is reasonably priced is the last component of Amazon is listing optimization. Price is crucial since there are many merchants offering the same items and competition is fiercer than ever.
Repricing tools like Reprice can help you maintain your listings’ competitive pricing round-the-clock and increase your chances of landing in the Buy Box.