The steps you take to optimize your product listings on Amazon can have a massive impact on your sales. We asked the experts to weigh in with tips for creating listings that move merchandise on Amazon. Here’s what they had to say:
Christina has been an online marketer since 2009 and has helped companies of all sizes to improve their online presence. In addition to providing SEO support and strategy, Christina conducts online marketing training and webinars for clients located around the country.
As with any SEO campaign, it’s important to take a step back and map out all the important steps needed from start to finish. An example plan for Amazon optimization could look something like this:
- Define goals and objectives
- Align on KPIs
- Align on ASINs and products to publish
- Confirm inventory
- Conduct competitor research
- Conduct keyword research
- Craft optimized product listings
- Finally publish
- Monitor performance
- Re-optimize and identify new opportunities.
Creating a plan will help with knowing what steps are required to be successful and what team members are responsible for in order to accomplish goals.
Companies typically invest a lot of resources in their own websites, but the key is to also invest in your company’s appearance on Amazon. Since Amazon is the go-to place for many consumers these days, having your products look presentable there is essentially just as important as having nice graphics on your own page.
The most significant factor in the algorithm is the use of keywords. It does not matter how excellent your product is. If you’re using the incorrect keywords to explain your product, you will never make it onto the first search page.
Keep in mind that customers on Amazon can easily click to the next product – they’re not there to specifically buy your stuff! Therefore, make your images attractive and your descriptions exciting and reader-friendly to keep people’s attention.
Nate Masterson is a business consultant and the CMO for Maple Holistics, a company dedicated to sustainable health and beauty products.
Owner of Amazon SEO Consultant
Tom Buckland is the founder of Amazon SEO Consultant & HQ SEO – an organic marketing agency helping businesses grow through the Amazon channel.
Optimize your Product Titles
When it comes to product titles, it pays to be aware that Amazon users aren’t reading them in detail; as with the images – people are scanning them. With this in mind, it is important to ensure that you put your highest priority keywords in the front, with your best one as the first keyword.
It is essential that the title makes sense, is readable and you are using size, color, pack size, brand, and features to optimize for the A9 algorithm. Long tail keywords are just longer, more precise keywords, for instance, “blue leather gym bag” instead of just “gym bag.”
Use Long-tail Keywords
These will usually have lower search traffic than more generic keywords, the caveat being that they also have much lower competition–meaning you will stand out more from the crowd. Long tail keywords have a much higher conversion rate. They are also so numerous that they make up to 70% of searches.
Get Keyword-focused Sales
This method is crafty and despite what you may think, it isn’t against Amazon guidelines, so you can implement it without fear of reprisal or banned products.
It is as simple as it sounds. Get someone else to search Amazon using the keyword you are trying to rank for, and then to buy your product. A few extra purchases can make all the difference for a low competition keyword.
Using different people will help further, and if you really want to ramp up the sales, or compete for a difficult keyword, there are designated services out there that will do it for you.
This is a crowdsourced article. Contributors' statements do not necessarily reflect the opinion of this website, other people, businesses, or other contributors