The practice of improving product pages for Amazon listings in order to increase their search exposure, click-through rate (CTR), conversion rate (CR), and ultimately increase sales. Finding new keywords, optimizing the listing text and image content, and raising the number of reviews are all duties that fall under this approach.
As a merchant or vendor on Amazon, this is actually among the most crucial things you should perform. In this post, we cover several crucial techniques for product optimization.
- Search Terms: keyword research and on-page activities
- Content: product information, texts, and pictures
- Reviews and Questions & Answers
Why Optimize the Content:
The method of content optimization can raise your click-through rate (CTR), which therefore raises your conversion rate (CR). Both result in an increase in sales, which raises your ranking.
To enhance your content, consider the following three points:
- Product Texts
- Product Information
- Product Texts:
Create material that is both simple enough for the user to understand and optimized enough for the algorithm to give your product a higher ranking. When creating descriptions and product texts (title, bullet points, product description, EBC / A + content), you might consider the following concepts:
Facts: Provide the information needed to make a purchase decision. Talking Points (Advantages/Benefits): In the description, draw attention to the object’s advantages and USPs. How do the features of your product help potential customers? How exactly do they like them? Presentation: Gift and organise statistics simply so that customers may get it quickly and easily.
Product optimization on Amazon consists of 6 distinct elements.
- Product Name
- Product Images
- Bullet Points
- Product Description
- Search Terms
Each step must guide the buyer in a way that helps them decide whether they must buy your product. Your list needs to be enjoyable and ideally original.
Let’s now look at how you can improve every aspect of your Amazon list.
- Product information:
Amazon gives you a product title limit of 250 characters for maximum categories. It’s interesting to note that most dealers refrain from using more than 200 characters. Amazon has a suppression rule in place that prevents listings with titles longer than 200 characters from being displayed, despite the fact that they allow up to 250 characters.
The name must provide the user with enough statistics to decide whether to continue or not. Include the most important data that you might need to view in the event that you were looking for your product. Consider the brand, model, length, volume, hues, etc.
Here is a great example of a brand name for a pair of Wi-Fi headphones.
Additionally, consider the queries customers are posing about your goods. What could you include in the name to entice them with compelling reasons to click over and look at your list?
Using Bluetooth headphones as an example, a customer might need to understand what devices they might be interested in, what kind of headphones (slim, over-the-ear, etc.), and what features they might want.
The headphones’ capabilities:
What would you choose as your one and only keyword to rank for?
We decided to choose “Bluetooth headphones” in this case. If at all possible, that word should appear inside the first 80 letters of the name.
The main keyword should be stated up front, along with a number of secondary capabilities (which are also good keywords), and related items.
The main keyword with the largest search volume should be used as the first few words of the title when choosing keyphrases to add to it.
Regardless of how relevant the phrases are to their items, many dealers make the error of overusing all High Search Volume Keywords. Repeating a keyword, however, is irrelevant to the product being offered.
- Avoid using full capitals. All words should have their first letter capitalized.
- Use “and” instead of “&.”
- Numerals only are allowed for numbers.
- Don’t include the price and the quantity.
- No advertising that mentions discounts or sales.
- No special characters or symbols
- Product Images:
- You are allowed nine product photographs on Amazon, including a lead image. As many wonderful photos as you can use. 1000 pixels × 1000 pixels in size.
- A white backdrop should be present in the primary image. Display your product from unusual angles, show it being used, and include a picture of the product package in the associated photographs. It is advised by Amazon that the product fills at least 85% of the image.
- Your images must also show the size and scope of the item you’re promoting, as many negative comments may originate from customers who are no longer disclosing the true length of what they are buying.
- You are advertising it’s not unusual for customers to say that “It’s an awful lot smaller than I expect.”
- Overall, you must unquestionably employ many photographs and images that are at least 1000 by 1000 pixels in size to represent your product.
Key Product Features:
You have 500 characters on Amazon to describe your main product features, and you may add up to five bullet points (Sometimes more than five, depending on the category). Use it to persuade potential customers that your product is superior to the competitors by offering justification.
Put yourself in the consumer’s position and help them picture using and benefiting from your goods. How can you help them? By offering evocative imagery and the utilization of the thing you’re advocating. This can be providing relevant, global examples, lifestyle applications, or demonstrating how your solution resolves their issues.
The time between Amazon bullet points varies depending on the category. Around two hundred characters will provide you enough area to define capabilities and include keywords in the bullet points unless you are otherwise constrained by using Amazon.
At the moment, Amazon has the easiest rating out of the first 1,000 bullets. All five might be listed using a 200-character bullet format, but as you can see below, using a variety of bullet types can help you keep more readers’ attention.
- An eye-catching phrase that quickly grabs the customer’s attention is followed by some data.
- Benefit First: Reiterating the product’s features and specifications while also stating the benefit.
- First Feature: Listing a bodily function of the product and suggesting a second use.
- Informational: Providing responses to queries clients ask prior to making a purchase
Always keep optimizing for mobile in mind:
The A+ descriptions are accompanied by bullets on Amazon’s mobile app. Sometimes, they’re shortened, with only the first 400 (or so) characters appearing before the users have to click to read more.
Different lists of bullets display each bullet’s reproductions in full. If your bullets are too long, you end up with a wall of text that is difficult to see on a phone.
- Highlight the top 5 functions you don’t want customers to forget.
- Start every bullet point with a capital letter.
- Be precise with product features and attributes.
- Don’t include pricing, delivery or business enterprise data (Amazon prohibits this).
- Use a consistent tone.
Your chance to convince the customer why your product is better than the other similar products is in the product description. You have 2,000 characters on Amazon to describe your product and its functions to potential customers. As always, try to make the most of your allotted 2,000 characters by elaborating on any of the traits you listed in the previous section.
Make it easy for potential purchasers to read by using short sentences, and encourage them to draw attention to any important details. You are free to insert any pertinent information about the product or business here.You don’t want to mislead the customer or raise expectations that your product can’t fulfil, so don’t go overboard with the embellishment here.
How Can You Make Your Product Description Neutral?
- Expand On Your Bullets: Use the outline section to provide more detail if there isn’t enough space in the major feature bullets to cover all the information relevant to a given feature or benefit.
- Introduce Additional Features/Benefits: If your product has quite five features or benefits, include them within the description section.
- Highlight Uses: Despite your best efforts, sometimes a buyer won’t fully understand how your product will improve their lives from a list of features and benefits alone. Real-world examples go a long way toward assisting people in experiencing your product through the material they read.
- Support Your Claims: Once you make a claim about your product that is interesting, it becomes subjective. Of course, you believe your product is fantastic, but when a business or industry expert speaks negatively about your type of goods, it is established.
Although evaluations aren’t permitted inside a product description, you’ll nonetheless include stuff like:
- Reports that identify your kind of goods as the best (without using the phrase “the greatest”). Because, “most teachers advise 3-ring binder-style notebooks.”
- Prominent people utilizing or sporting your type of product. You could probably add, “Look even as cool as Tom Cruise in Top Gun,” to the description of aviator sunglasses.
- To break up paragraphs and bold important material, use light HTML.
- Don’t forget to add the keywords you didn’t use in the title or backend keyword area.
- Do not include the URL of your website or the names of your companies.
- Avoid using words like “sale” or “free shipping.”
It’s helpful for sellers to know what keywords they’re targeting and ranking for in order to optimise their product listings. One frequent error made by Amazon sellers may be the improper use of keywords during a product listing. You should only use pertinent keywords in your Amazon product listing in appropriate locations, such as the title and your product characteristics.
You should sometimes think outside the box when coming up with keywords by picturing a buyer searching for your product. You may also add backend keywords to Amazon to improve product discoverability. You’ll need to think creatively about this.
Avoid wasting valuable space by using backend keywords that are identical to those you use in your title and other content. Researching Amazon keywords can often feel like going down a rabbit hole. After one thing, another follows, and so on. What should you look for when doing keyword research?
- Product Categories what is the product’s name? Start with the core keyword and then explore your possibilities.
- Features Look for phrases that are particular to the features of your product, such as wireless, Bluetooth, lightweight, etc., as you learn more terms.
- Advantages: What are the major advantages of wireless headphones? There are no tangled connections to push. Simple to put on and take off. Do you notice any keywords linked to these advantages or others?
- Additional Terms Consider searching for cordless to see if there are more results for that term than for wireless. How about just light, not lightweight?
Search Terms Fields:
- Utilize your list of pertinent keywords in your title and bullet points after you have them. The remaining information will be entered into the backend search terms areas.
- Less than 250 bytes can be used for keywords in the standard Search Terms field. These words should not be utilised anywhere else in your copy. For letters, numerals, and symbols, one byte represents one character, and two for special characters.
- All keywords in your search terms field will be ignored if it contains more than 250 bytes. Less significant keywords may also be used in the audience, material, and intended use areas. These words ought to be unique to the names.
- For instance, the audience field should contain terms relevant to your target, such as “children’s cough medicine” on my behalf and “hair color.” The Intended Use field would be overflowing with terms like “runner’s sneakers,” “camping hammock,” and so forth.
- The more general Subject Matter area would have terms pertaining to the subject of your product. Sunglasses, for instance, could be related to sports, fashion, or eye protection.
- Fill out a minimum of the topic Matter fields if your list of keywords has a good balance of relevance and search volume. The use of the others for ranking purposes is debatable.