Do you wish that your products ranked higher on Amazon search results? You can improve the ranking (Amazon SEO, or program optimization) and increase your traffic and sales volume by search listing optimization (Amazon Listing Optimization).
Amazon Listing Optimization: All You Need to Know
What is Amazon Listing Optimization?
Amazon listing optimization can be construed as the process of upgrading product pages to enhance their search visibility, click-through rate (CTR) and conversion rate (CR) which can then lead to increased sales. The three main components of this process are: keyword discovery, optimizing listing text and image content, and increasing the number of reviews.
In fact, this is often the most important thing for you to do as a seller/vendor on Amazon. Here are a few of the key approaches for product optimization:
- Search terms: keyword research and on-page activities
- Content: product information, texts and images
- Reviews and Questions & Answers
Amazon Listing Optimization: Optimize Keywords (SEO)
For a product to make an appearance on Amazon search results, the merchandise listing must contain the searched keyword. Without it, the customer will not see your product. Therefore, the first rule of keyword optimization is simple:
Include all the relevant keywords on your product page.
Plan enough time to conduct thorough keyword research to seek out these relevant keywords.
Once you’ve finished your keyword research, you should try to feature the keywords to your product in strategic places. Consider the following points:
1. Product Title: Place your top 5 keywords within the product title. However, according to the new ranking algorithm, this is no longer necessary. You can now pay more attention to crafting a descriptive, yet readable title.
2. Backend keywords: Add up to 249 bytes of other important keywords in the “search terms” (also known as “generic keywords”) section. Caution: Amazon will not index these keywords If you use more than 249 bytes.
3. Bullet Points and Product Description: You can place more keywords here, but only if it doesn’t disrupt the informative clarity of the product texts.
4. Other Keyword Types: Some products allow the definition of additional keyword types, like audience (e.g., men/women). Amazon filters them in the search, so don’t forget to add them.
5. More Details: Assign additional product information, like material type, to your product. You need to be very thorough while filling this information because customers can access it via the filter navigation and specific product finders.
Amazon Listing Optimization: Optimize the Content
Content optimization can increase the click-through rate (CTR) within the search result and therefore the conversion rate (CR) on the merchandise page. Both, in turn, contribute to a rise in sales and thus a better ranking on the results page.
Consider these three details to enhance your content:
- Product Information
- Product Texts
Product Texts — For best results, they should be optimized for both humans and machines.
Follow these principles when creating descriptions and merchandise texts (title, bullet points, product description, EBC / A + content):
Information: Ensure that all the necessary information that can impact a buying decision is provided.
Communication (Advantages/Benefits): Highlight the advantages and USPs of the product within the description. How do your product’s features help potential buyers? How exactly do they benefit from them?
Presentation: Present and structure the information in order for the customers to receive it quick and straightforward.
Additional content options are available for sellers with Amazon Brand Registry (Enhanced Brand Content (EBC)) and vendors (A+ Content). An integrated modular system, for instance , turns the mixture of texts and pictures into a high-quality product description. This results in superior options that can show off the products and take the help of cross selling.
While optimizing product listing content on Amazon, it’s important to remember how it’ll appear on mobile devices. Text (such as bullet points and merchandise description) should be short so that high priority information is listed initially.
Amazon Listing Optimization: Optimizing Product Images
The first thing the customer looks at, is the image of a product. Consequently, they are extremely important for CTR and CR.
Main Image: Relevant for CTR and CR. The main image may only represent the core product and must absolutely suit the minimum requirements of Amazon (especially a white background and filling 85% of the image frame). The product needs to be attractive, easily recognizable, and well lit.
Additional images: Relevant for CR. There are a lot more design options which have a lot more images. Use them to highlight the distinguishing features of a product. Some important examples are different angles, uses and benefits, embedding in the environment, lifestyle, and social interaction, proportions, special features and benefits, details, and packaging. The priority for CTR and CR is pretty high.
Amazon Listing Optimization: Further Product Information
Additional information bits are often entered for every product, for instance about material, weight, or energy efficiency class. Ensure that you enter this information as thoroughly as possible: The filter navigation within the sidebar of the Amazon search uses it, along with the specialized product finders. The information is additionally clearly displayed on a dedicated section on the merchandise page and will help in improving the conversion rate.
Amazon Listing Optimization: Customer Reviews and Questions & Answers
Reviews also are critical to the CTR and CR of a product. There are two parts to consider:
You can increase your number of reviews in various ways. In general, a customer’s willingness to submit a review increases with excellent customer service. Parcel inserts can also be utilized to encourage customers to write a review or advertise on product testing platforms.
Always make sure you stay within the review guidelines of Amazon, especially with the latter method. Amazon also offers vendors and sellers its own fee-based programs for generating reviews: Amazon Vine (vendors) and the Early Reviewer Program (seller).
Implement continuous review management to take care of a high product review score. You should especially discuss negative customer reviews. As a merchant or manufacturer, you’ll add your own perspective and shed a far better light on the review. It’s also a sign of great customer service and it can positively influence the customer to edit the review or take it off the platform.
Questions & Answers on Amazon
Whatever question is asked by the customer on the product page, is extremely important. Customers tend to ask about specific application details or additional information that is absent on the product page.Those questions can be answered by sellers, vendors, and other customers. To ensure that prospective customers are getting the answers to their questions, sellers and vendors should make the effort to answer the questions regularly. It will go a long way in helping with the amount of informational content on the product’s page. The questions tend to point at large and crucial information gaps, and those can be filled in to the description.