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How to optimize your Amazon listings to better attract your target shoppers, improve rankings, and achieve a consistent style across your store. This article will touch upon content discussed in previous articles, including keyword research, but will aim to explain listing optimization at an intermediate level . 1. Leverage Your Keyword Research The foundation of any successful product advertising is built on a strong set of keyword research that works for your product. It doesn’t matter if you’ve done it before or not. If you plan to run ads on Amazon PPC, you’ll need a new set of keyword data . We can use this data in our listings. As mentioned before, Amazon has stated that they will analyze our keyword lists. Therefore, we need to make every keyword mentioned 100% relevant to our products and market. If some irrelevant keywords are included, then they will be ranked organically. Take for example the mention of "headphones" when selling headphones. Mentioning it once is fine, but repeating it will only help rank your headphone listing. If someone searches for it, it's unlikely to be converted. Once you have a set of keyword data, you need to break it down from highest search volume to lowest search volume . First, you need to pick out 10 or so main keywords with varying search volumes. This set of keywords strictly applies to wireless headphones (with noise cancellation and microphone): Some common keywords that are excluded from this list include: earphones, headset, wired, and branded keywords. There are many other low search volume keywords that you can find elsewhere, but this main set is important for your Amazon titles and bullet points. 1. Add keywords to the title The Amazon title is your most important factor influencing your organic rankings , as it carries the most weight in your product category . It needs to contain the most searched keywords, but also needs to be short enough to cater to mobile users. Based on the dataset provided above, the ideal headlines would be: <Brand Name> Bluetooth Headphones - Wireless Headphones with Microphone - Over Ear, Noise Cancelling Headphones - <Color> This will pick out the most searched keywords that also mention the product features. 2. Add keywords to your bullet points When we want to add these keywords to our own bullet points, it becomes a little difficult because we want to avoid repeating them and looking like we’re “keyword stuffing.” Instead, we can group some keywords together (they mention the same feature) and then pick the one with the highest search volume: These 6 keywords mention all the key features and keyword variations and can be inserted into the five bullet points, which is much easier than trying to mention or repeat 10 keywords. You should also insert some long-tail keywords from your keyword research list, but only mention them once. For the above 6 keywords, try to repeat the words with the highest search volume at least twice . Combine this with the long-tail keywords (repeated only once), and in the end, we will have a set of highly optimized five-point descriptions for selling wireless headphones. 2. How to write a five-point description? Knowing which keywords to include is one thing, but you need to include them in your listing in a logical way to help shoppers easily find information about your product. When shoppers visit your product page, they want to confirm whether this is a product they want to buy. That is, whether it has specific features that match certain expectations they have in mind, whether that’s price or other factors like social proof. Therefore, when writing these 5 bullet points, it’s important to think about the type of information a shopper might want to know. This is easy to do by focusing on the features of your product , using the following format as an example: ●BLUETOOTH HEADPHONES-Insert about two sentences to talk about this feature ●NOISE CANCELLING HEADPHONES - insert about two sentences to talk about this feature HEADPHONES WITH MICROPHONE - insert about two sentences about this feature ●SMARTPHONE COMPATIBLE-Insert about two sentences about this feature ●COMFORTABLE OVER-EAR HEADPHONES - Insert about two sentences talking about this feature By using the best keyword from our list as part of the capitalized word feature, we have repeated the keyword once. Although you can repeat the highest search volume keyword more than once, try to include long-tail keywords and avoid keywords that are irrelevant to your product. Keep the keywords highly specific to your product and keyword research. As part of optimizing your listing, we should remember that while making your bullet points long is a great way to include lots of keywords, it can also distract shoppers . If your text is longer than 3 lines, consider shortening your bullet points to make them more concise. Before you publish your keywords, it’s important to proofread your copy . There are many tools online, or service providers that can provide this service at a low cost. This can help prevent errors in your published content and improve the overall awareness of your brand. Finally, take this style of listing and map it across your product line. This creates a consistency that makes consumers feel like they are buying from a reputable brand. All of your products will look similar, which can increase consumer confidence if they like your product and want to explore other products you have available. 3. Description and backend keywords Finally, we need to optimize our description and backend keywords . When it comes to improving your organic search performance, the description has the least weight. This is also true if you choose A+ content. This is really just another opportunity to discuss your product in more detail and help you close the sale. If you can use A+, use a lot of pictures to discuss product features. If you limit yourself to a traditional description, make sure you use formatting to make the description more appealing to read . Focus on including more long-tail keywords instead of short-tail keywords since we have already used the main keywords heavily in the title and five bullet points. Backend keywords are our last chance to tell Amazon what keywords we want our product to be associated with. Keywords included here are not as influential as frontend keywords (title, etc.), but they still have an impact. We need to list less than 250 characters describing the product in addition to the primary keyword. Still, try to be as relevant as possible. For example, "Earphones" is not worth including, but "Headest" could be considered. One way to find these keywords is to refer to your keyword research and look at keywords with a search volume between 50-500. Any keyword that is directly related to our product would be valuable here, and we can display keywords in any order. Avoid any keywords that are already included in your front end. Complete back-end keyword research can take a lot of time, but by following these general rules, you can create a set that works for your products and help Amazon better categorize your listings. Properly optimizing your listing can help Amazon understand and interpret your listing correctly. Amazon can only “read” your listing by deciphering keywords and analyzing how Amazon shoppers use it. A well-optimized listing will not only help your listing rank organically, it will also improve PPC ad performance because Amazon can determine which keywords your listing is suitable for bidding on. Success with PPC will speed up sales, which in turn will speed up your organic rankings. If we don’t think about our listings with this level of attention, it will only hurt our organic rankings and paid advertising performance. |
