With more than 60% of online shoppers initiating their product research on the Amazon platform, every Amazon seller must ensure their products have maximum visibility. This not only helps in reaching potential customers but also enhances relevance in the eyes of Amazon’s ranking algorithm.
Amazon SEO involves enhancing product listings to boost the chances of products appearing prominently within their respective categories. By increasing traffic and visibility, more sales can be driven, and a better position in Amazon’s organic search results can be achieved.
An effectively optimized listing not only makes products stand out from competitors but also enhances both the click-through rate (CTR) and Amazon conversion rate (CVR), leading to increased sales and greater profitability.
How to optimize Amazon listings
Optimizing Amazon listings involves a hands-on process more than any other marketplace. So here’s a step-by-step guide to optimize the listings.
- Conduct keyword research
Amazon SEO relies heavily on thorough keyword research. To effectively connect with the desired audience, it’s crucial to adopt a customer-centric mindset and identify the exact words or phrases they utilize when searching on Amazon. Employing an Amazon virtual assistant can aid in organizing keywords into structured lists and crafting negative keyword compilations.
Start with short-tail keywords that best suit the product type and after determining the primary keyword start generating a list of keywords for Amazon listing optimization.
A valuable strategy in conducting keyword research involves analyzing competitors through optimization tools. Various tools like Helium 10’s Cerebro and Keyword Scout are accessible to Amazon sellers for this purpose. Utilizing reverse-ASIN lookup can also assist in identifying relevant keywords within the niche, offering insights such as search volume and keyword competition levels.
For those serious about selling on Amazon, dedicating time to creating and incorporating relevant keywords into listings is crucial.
- Optimizing product title
The product title serves as the primary element assessed by Amazon’s search algorithm to gauge the relevance of the product to a specific search query. Crafting a descriptive product title is crucial for capturing the attention of potential buyers.
In devising the product title optimization strategy, it’s advisable to commence with the brand name. This not only aligns with the substantial number of customer searches conducted by brand name but also fosters brand recognition, signaling to shoppers that it is a credible and established brand.
After the brand name, it’s essential to prioritize incorporating main keywords that reflect the type of product being offered. Commonly used keywords or phrases by the target audience when searching for similar products should be considered.
Once the initial attention is captured, utilize the remaining characters in the title to outline the features and benefits of the product. This may involve detailing aspects like size, color, or other distinguishing attributes. Unique features that set the product apart from competitors should be emphasized.
While it’s essential to include as many main keywords as possible to enhance visibility and click-through rates (CTR), it’s crucial to avoid keyword stuffing. The title should maintain readability and coherence, ensuring each word is used effectively without unnecessary repetition.
It’s important to adhere to Amazon’s guidelines and regulations regarding product title optimization. Phrases such as “high quality” or “best seller,” along with promotional messages like “free shipping,” are prohibited. Compliance with these rules safeguards against potential listing suppression issues.
- Optimizing product description
The product description serves as an opportunity to elaborate on the features and advantages of the product, including those that couldn’t be accommodated in the title or bullet points.
It’s an ideal space to integrate the remaining keywords from the list. With up to 2,000 characters at its disposal, consumer concerns can be addressed and how the product can positively impact their lives can be highlighted, emphasizing its superiority over competitors.
While the product description holds significance and is indexed by the Amazon algorithm, leveraging A+ content can elevate the product page further. Exclusive to sellers with Brand Registry access through Seller Central, A+ content enables sellers to showcase their brand story creatively, fostering consumer trust.
By utilizing customizable modules, compelling product descriptions can be crafted that combine text and supplementary images to captivate shoppers’ attention, evoking an emotional response.
- Optimizing product key features
Utilizing keyword-optimized bullet points on the product page allows concise description of the key features of the product. Each bullet point should clearly outline what the product offers and emphasize the benefits and features that set it apart.
Selecting the top five features and benefits that consumers should focus on is essential. Putting oneself in the shoes of the customer and addressing any questions or concerns they may have about the product’s finer details or usage is key. With a 1000-character limit across five bullet points, it’s an excellent opportunity to include primary keywords that couldn’t be accommodated in the title.
- Optimizing product images
A picture is worth a thousand words. Images play an important role in a product listing.
Regardless of how detailed the product description may be, the absence of high-quality product photography will prevent potential buyers from making a purchase. Given that online shoppers lack the option to physically examine the product as they would in a brick-and-mortar store, it’s crucial to rely on compelling images to convey the product’s story and appeal to customers.
Optimizing content with high-quality images while keeping customers in mind is essential.
- Optimize product search terms
Product search terms also referred to as back-end keywords, are hidden keywords that aren’t visible to customers but offer crucial information to the Amazon algorithm regarding specific keywords associated with a product, similar to tags on YouTube.
There’s a limit of 250 bytes for these terms. It’s advisable to avoid using special characters, competitor ASINs, or brand names. Ensure that words or phrases already present in the listing aren’t duplicated.
Selecting low to medium-search volume keywords that haven’t been utilized before is recommended for optimal results.
- Optimize the product price
With fierce competition on Amazon, many sellers are also competing on price. Nearly 50% of online shoppers who visit Amazon expect the best prices. So it is crucial to keep competitive prices while also keeping a close eye on the margins.