16 Apr AiroAV Malware Announces: How to Optimize Your Amazon Listing for Improved SEO
Selling on Amazon often feels mysterious.
Even when you think you did everything right, from sourcing a fantastic product to crafting the perfect copy, it can feel like your listing is the lonely person at the dance. Amazon is a hugely competitive marketplace with other sellers offering products similar to yours.
And since 70% of Amazon customers never click past that first page of search results, you need to refine your listing so that it becomes the belle of the ball. Amazon listing optimization is a set of steps to fine-tune your product listing and help it rank on that critical first page of relevant search results. You can think of Amazon optimization as SEO.
- Strategically places keywords throughout the copy
- Works to satisfy customer needs
- Prioritizes user friendliness
A search engine like Google takes the internet’s vast amount of data and resources – videos, articles, images, and the like – and matches them to a specific search term, ranking them from most to least relevant.
Amazon’s A9 algorithm essentially does the same thing, but within the marketplace instead of the entire web. Shoppers use the Amazon search box just like they use Google: they type in a phrase that they believe will get them as close to their desired product as possible.
The keywords in that phrase are critical to your listing’s success. If a potential buyer searches egg cookers on Amazon, A9 will find product listings that include some version of that keyword.
But A9 doesn’t only look at keywords. It wants a detailed description that’s easy to read, high-quality photos to showcase the product, a reliable seller who knows how to keep customers happy, and a satisfying experience when the shipment arrives.
Keep these qualities front-of-mind as you optimize your Amazon listing.
9 easy-to-follow ways to optimize your Amazon listing
Since it can be overwhelming to figure out how to optimize your Amazon listing, divide the process into these nine easy steps, prioritized by highest impact. Ready to improve your listing and start watching more sales flow in? Let’s get started!
1. Create a clear product title to explain what you’re selling
The single most important piece of copy in your listing is your product title. Though a title is just a short string of words, it is deceptively tricky to perfect. A9 loves a straightforward title with easy-to-catch keywords. But shoppers need titles that tell a story about how the product can make their lives easier or better.
Take, for example, the popular Dash Rapid Egg Cooker. With almost 24,000 ratings on Amazon, buyers have lots to say about it. The product title reads, “Dash Rapid Egg Cooker: 6 Egg Capacity Electric Egg Cooker for Hard Boiled Eggs, Poached Eggs, Scrambled Eggs, or Omelets with Auto Shut Off Feature – Aqua.”
Let’s break down the efficacy of this title.
The product brand name, Dash Rapid Egg Cooker, is short but punchy. In four words, you know it’s a lightning-fast way to get breakfast on the table. The title gives you several product features: “6 Egg Capacity,” “Electric Egg Cooker,” “Auto Shut Off Feature,” and “Aqua.”
At the same time, the title offers several ways you can cook your eggs: Hard Boiled, Poached, Scrambled Eggs, Omelets. The product title is to-the-point. The keywords are there, but so is basic syntax. There’s no keyword stuffing, which might look something like this:
“Dash Rapid Egg Cooker, Cooks Eggs Fast Fast Egg Maker Quickly Cooks Omelets Hard Boiled Eggs Poached Eggs Scrambled Eggs Omelets.” A nightmare to read, right? Don’t do that to your customers!
A strong product title balances all these elements:
- Punchy copy that maximizes the short space you’re given
- A story or message about how it can help the customer
- Short- and long-tail keywords (without keyword stuffing)
- Clean grammar and clear syntax
By including these four ingredients in your product title, you help both the A9 algorithm and your target customers interpret your listing easily.
2. Include all relevant categories and product tags (color, size, etc.)
Because Amazon is such a wide-ranging marketplace, categories and product tags are essential. The platform allows you to include several categories and product tags that vary depending on what you’re selling. In the egg cooker example, you’d want to file the product under appropriate categories such as “Home & Kitchen” and “Small Appliances”. Ensure you’ve properly categorized your product in Product Classifier section of Seller Central.
Classifying your product is one of the simplest but most beneficial steps you can take to help buyers find your listing. As Amazon states, “Amazon uses values provided by sellers to determine where listings appear in the Amazon catalog. If this information is missing or incorrect, customers will have a difficult time finding, comparing, and purchasing your products.”
Once you’ve classified the product, make sure your listing includes every color, size, and version you offer. Say someone really wants a red egg cooker for her red-and-white mod kitchen. If you forget to add the red option to your listing, you’ve lost a sale.
3. Use bullet points to write your product description
Once you’ve written a compelling and strategic product title, put yourself in your customer’s shoes. After she clicks the title, what does she want to discover?
- What the product can do for her
- Key features such as size, function, included accessories, and special instructions
Because a wall of text is intimidating to customers, use bullet points to make it easy to digest essential information quickly.
When crafting these bullet points, keep the writing clear, concise, and error-free. Prioritize the most important points.
Once you’ve got the bones of the bullet points down, incorporate keywords. Get an idea of what your competitors are using by running a search for the top trending items in your product’s category. Jot down…