Amazon is a very competitive marketplace, and their A9 algorithm that ranks and ultimately orders the results display of products is often viewed as being shrouded in mystery by sellers. Maximizing use of A9 can mean the difference between items that sell and those that are never found by potential consumers on the retail giant.
So how do you ensure your product is found by the consumers who are looking for it? Fortunately, there are certain key search engine optimization tactics that can go a long way toward visibility of your product on Amazon.
Follow the Rules
At its core, Amazon is a little different than Google. Amazon’s definition of SEO “success” is in revenue, whereas Google looks at things like how long someone spends on a page and ad revenue as measures of success. Amazon is also much more structured. You need to follow all the rules and complete all available listing fields in order to ensure maximum success with your product listing.
Fill Your Listing
Throughout your listing, make sure you include any and all terms someone might be searching for that would lead them to your product. Consider synonyms and plurals, and do research on both short and keywords and long-tail keywords that can be combined to reach products like yours. (We like the keyword research tool Keyword.IO for this purpose.) Then, make sure those words and phrases are mentioned throughout your product listing. However, don’t just repeat the same words and phrases over and over for impact. Use natural language and find a way to flow the keywords in a fluid way so as to best describe your product to the consumer.
Getting professional-quality photos is of the utmost importance when it comes to your Amazon listing. Images that have been taken from many different angles allow the consumer to look at various views of the product, to zoom in, and to read labels, view sizing information, examine the texture and edges of your product, and so forth. Follow Amazon’s product image requirements to the letter. No watermarks or drawings should be used. Ensure that you rely on high resolution files with clean, white backgrounds.
Consider adding photos in your array that show the product being used in a real-life setting. This helps the consumer see the product in action, as well as giving them an opportunity to accurately picture the size, fit, or other aspects relative to an actual consumer. In these instances, it isn’t necessary to use a white background. Instead, you can use professional-looking settings that are realistic for the item.
Optimize the Title
The title is where many of your keywords are going to be picked up. Some sellers fail to understand the nuances of A9 and string out the title, packing it with far too many keywords. This can be irritating for the consumer and make it hard for them to discern what your product is all about. In addition, it detracts from the professionalism of your product or brand.
Rely on your keyword research to include only those words that are highly relevant to your product. The title shouldn’t be too short. For instance, don’t use just the name of the product, but also don’t string it along for several lines. Attempt to find a balance between the two.
Optimize Listing Bullets
The listing’s bullet point area is where you include product descriptions that indicate how your item stands out from the competition. You may also include keywords that make your product more likely to come up in search results. It’s even more important than the product description section, in terms of optimization. Include information here that distinguishes your product from similar items on the market and fully describes it. Describe the makeup or materials of your product, sizing details, ingredients, and anything else that helps the consumer understand everything element of the product.
This is also a great place to detail the benefits of your product that set them apart from a service or quality standpoint. For example, you might include information about how your product is made in the United States or state your money-back guarantee. If you have a unique brand history or owner story, you can also include it in the bulleted area.
Describe Accurately and Clearly
The product description section is not necessarily where your product is optimized, but it is still very important. Information in this section can be the difference between a sale or the customer’s loss of interest Sell your product here. Talk about your company and what makes them special. Describe the quality or other aspects of your product or business that make it special. Don’t worry so much about including keywords here. Instead, be honest, clear, and describe your product in a way that helps sell the consumer and get them to buy.
Encourage Reviews with Customer Service
Reviews are an important part of Amazon optimization, so consider all the ways you can encourage consumers to leave them. Amazon shoppers do read reviews, sometimes dozens of them, before deciding to make a purchase. You should actively encourage reviews of your product, and be sure to follow up on any bad reviews you receive. By trying to make the customer satisfied, you increase the odds that they will update or change their review.
Encouraging the customer to leave a review is essential. Send links to consumers a few days after they have received their item to make it easy for them to leave you a positive review. Consider rewarding customers who leave reviews. Communicate to your buyers that if they don’t feel comfortable leaving an outstanding review that you want to make it right for them, and provide contact information to make it easy for them to reach out. Replace or refund products that don’t arrive intact or as described.
List the ASIN
The ASIN is a series of letters and numbers that reflect how Amazon categorizes your product. Including the ASIN in your product listing can directly help with optimization if you can compete on pricing for products that are similar to or almost identical to yours. The ASIN is listed in the last section of your product’s URL, and it should be added to the appropriate product field. For example, here is a URL for a dog food product listing, with the ASIN in italics:
This tactic may help your product appear in other search results in the “Other sellers on Amazon” box, tantalizing the buyer to click to find a better price on a similar item.
Don’t Parrot Your Website
The content on your product listing pages should not just be a copy and paste of what’s on your website. Concentrate on providing original, helpful content that is designed to completely describe your product in such a way that will make a consumer will want to evaluate it before purchasing.
By adhering to these Amazon SEO listing strategies, you will maximize the potential of each of your products on the retail giant. It’s a critical aspect of listing items for sale online and remaining competitive in a complicated retail environment. For help with your tactical Google SEO and Amazon SEO needs, reach out to the experts at Galileo Tech Media.