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Black Friday is swiftly approaching, and along with it comes the biggest selling season of the year. Today we want to talk about SEO optimization and ask one simple question: are you ready to reach as many people as possible?
Amazon’s “Search” bar is the primary way customers find products, making it crucial that your product listings are optimized in both relevance and performance. After all, customers must be able to find your products before they can buy your products.
Relevance: help customers find your products through keywords and search terms. Your relevance is dependent on the product title, key product features (bullet points), product description and photos.
Performance: used to rank products based on potential profitability. Your performance depends on sales velocity, sales history, inventory levels, price, conversion rate, feedback score, and product reviews.
Understanding those two elements of SEO is the first step for a successful holiday season on Amazon. Now that we’ve laid the foundation, let’s dive into how you can optimize each part of your product listing.
Every word in your title is searchable, so choose wisely. Find the balance between using every searchable term associated with your product while NOT using to keywords (discussed below). For example, a product called Laura Ashley Sophia Collection 300-Thread-Count Pillow Cases (Blue, Queen, Set of 2) is better than Blue Pillow Cases.
Title guidelines and requirements might vary by category, so be sure to do your research on Seller Central. In general, product titles can include the brand, product line, key feature/material, type, color, size and quantity.
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Product Description & Key Product Features (Bullet Points)
This part of your product listing helps customers learn key details about your product. These sections should include product-related information in a clear and concise manner. Conduct keyword research to ensure you’re articulating your bullet points and descriptions effectively!
Understanding and updating the top ranked keywords for your product is one of the easiest ways to improve your SEO on Amazon. Be sure to include additional product-related keywords in the search terms, subject keywords, style keywords, target audience, other attributes, and intended use fields of your listing.
Keywords should include relevant information that is not already captured by other fields (such as product name, key product features, product description, brand name, etc.). If a keyword provides valuable information about your product, then it belongs in product description or bullet points. For example, for an all-in-one printer, it is better to include “scanner” and “copier” terms in the bullet points rather than as search terms in keyword fields.
You are not required to provide keywords for your listing, but they are incredibly useful for unique product information such as alternate names, abbreviations, etc. that doesn’t fit in any other non-keyword field. Here are nine tips for keyword optimization:
- Respect the character limits set for different fields and don’t provide excessively long content.
- Don’t create redundant information that is already captured in other fields. It won’t improve your product placement in search results.
- Abbreviations, alternate names, and topics or key characters (for books, movies etc.) could be included as keywords.
- When entering several words as a search term, put them in the most logical order. A customer is more likely to search for big stuffed teddy bears than for teddy stuffed bears.
- Don’t include statements that are only temporarily true, e.g., “new,” “on sale” or “available now.”
- Don’t include subjective claims (amazing, good quality, etc.). Most customers don’t use subjective terms while searching.
- Don’t provide variants of spacing, punctuation, capitalization, and pluralization (“80GB” and “80 GB” or “computer” and “computers”, etc.). Amazon’s search engine automatically includes different case forms, word forms, and spelling variants for searching.
- Amazon’s search engine also compensates for common customer misspellings and offers corrective suggestions. There’s no need to include common misspellings of the product name in the keyword field.
- Don’t provide inaccurate, misleading, or irrelevant information such as competitor product, brand or author name, wrong gender, etc. Providing misleading or irrelevant information is against Amazon policy. Your product will not only end up in a wrong browse node, but your listing will be removed and your account could be suspended.
Conversion Rate / BSR
Increasing your product ranking (best seller ranking) can be as simple as getting more sales. Amazon wants to make money, so if you have consistently high sales you’ll get bumped up in search results. Increase product ranking by:
- Completing the optimization process outlined above.
- Researching the sales velocity of your competitors to get an understanding of how many more products per day you need to sell in order to outrank them.
- Running promotions throughout the holidays, and making sure you have sufficient inventory. Stocking out will do the exact opposite of what you’re trying to accomplish.
Depending on what resources you have available, you can also improve discoverability through sponsored products ads and repricing strategies.
Now get to it! Your competitors will be employing similar tactics so it’s in your best interest to get started early.