The Thanksgiving week is usually the time when most sellers and brand owners on Amazon stock up high quantities of items from their product line and prepare to meet the surge in demand successfully. But for the demand to rise, it is essential for your product listings to rank high on Amazon’s search results. Thus, if you are a seller reading this, you must pay close attention to optimizing your product listings, especially with various sales lurking around the corner. To make this task more comfortable for you, we will be looking at different ways to optimize your listings and rank high on Amazon, as suggested by our marketplace agency experts.
Listing Optimization – An Overview
Amazon listing optimization can be segmented into different parts listed below:
- Product Title
- Product Images
- Key Features (Bullets)
- Product Description
- Keywords
- Backend Search Terms
Each part helps the consumer in deciding whether he should complete the purchase or not. Hence, you must ensure that all the parts are unique and search-friendly.
Now, let’s look at each element closely to understand how you can optimize your listing effectively.
1. Product Title
For most product categories, Amazon allows product title length of 80 characters. The title should comprise enough information to hold the attention of the buyer a little longer. Include details which you’d like to see if you were searching for a product such as brand name, model, size, quantity, etc. In addition to that, look at what questions consumers are asking before purchasing a particular product. For instance, a shopper looking to buy a laptop might want to know its specifications like RAM, hard drive storage, processor details, and so on.
Selecting Keywords for the Title
When choosing appropriate keywords for your product’s title, consider two things: high search volume and relevance. Many sellers make the mistake of including keywords that have a high search volume irrespective of whether they are relevant to the product or not and end up redirecting irrelevant traffic to their product page. To avoid this, always ensure that you maintain the right balance between search volume and relevance, the latter being equally important.
Facing trouble? Get in touch with our Amazon marketplace agency specialists by clicking here.
2. Product Images
You can upload up to nine product images on Amazon. Focus on including high-resolution images, sized 1,000 pixels wide, and 500 pixels high ideally. We strongly advise you to use a white background for the main image. For other photos, show the product from different angles, the item in use, and the product’s packaging.
The photos should also exhibit the size and scale of the product on offer to avoid negative feedback from buyers expecting the size to be different while purchasing. “This product is smaller than I thought” is a common buyer grievance expressed in reviews.
3. Key Features
Amazon allows upto 1,000 characters to describe a product’s key features and unique selling points. So make good use of this space to attract and convince your potential buyers to purchase your listed product.
Be creative and help them visualize what it’s like to use your products and the benefits it brings. To do this well, use real-world examples to illustrate how your products add value to a consumer’s life.
Also, with the rise in the number of mobile users, you must keep mobile optimization in mind while crafting bullet points. Amazon’s mobile app displays bullet points below the A+ descriptions, so if your bullets are too long, they may become difficult to read and comprehend on a smartphone.
Other Useful Tips
- Start each point with a capital letter
- Highlight the top five features that can be useful for consumers
- Mention specific details about the product features and its attributes
- Maintain a consistent tone
- Don’t include pricing, shipping, or company information (Prohibited by Amazon)
4. Product Description
The product description gives you a platform to demonstrate your product’s superiority over the other products belonging to the same category. Amazon gives you 2,000 characters to describe the product’s unique features in detail. You can use this space to discuss the following discussed points:
a) Expand Bullet Points: If you couldn’t explain your product’s features in-detail in the
bullet points, you can use the product description space to further elaborate on the particular product’s features and key functionalities.
b) Talk About Additional Benefits: If your product has more features which you couldn’t talk about in the bullet points, include them in this section
c) Support What You Claim: When you write about a product’s exciting feature, it is subjective to your liking. I am not denying your product’s unique credentials, but when another business or professional talks about that exciting feature as well, it is proof!
Other Important Tips:
- Include relevant keywords that you have not used in the title or backend section
- Break up paragraphs with the use of light HTML and embolden important information
- Avoid using promotional language
- Don’t provide your seller name, website’s URL, and key company information
5. Keywords Enrichment
To optimize Amazon listing, thorough keyword research is essential. Sellers should look to target and rank for relevant keywords and add them in the title, bullet points, and product features. Amazon also allows you to include backend keywords to enhance the visibility of your products. Ensure that you don’t include the keywords already used in the title, features, and product description because it will just be a case of wasting precious space.
The attributes you should look for while conducting keyword research are:
- Product Type – Start your keyword research with a core word by which your product is known
- Features – Look for terms specific to the features of the product you are selling
- Benefits – Also, search for keywords that are related to the benefits of your product such as a 4K display, high-end graphics card, if you are selling a laptop
- Related Terms – Instead of a laptop, maybe search for “notebook computer” to see whether the term has a higher search volume or not.
6. Backend Search Terms
After you are done with the keyword research and adding them in the bullet points and product description, Backend search terms are the only field left for keyword enrichment. Remember that the keywords used in the Intended Use, Target Audience, and Subject matter fields should be specific to their title names.
For instance, ‘Target audience’ should only include keywords that are related to the audience you are targeting. Similarly, the Intended use field should be filled with terms such as “Shoes for Trekking” or “Laptop for Gaming.” Meanwhile, the subject matter field is more general as compared and should include terms related to the subject of your product offering. For example, jackets might be related to fashion, winters, or sports.
If you still need assistance in optimizing your listings, you can get in touch with our marketplace agency consultants by clicking here.