Amazon Listing Optimization - A complete Guide
Amazon is a great marketplace for both sellers and shoppers with millions of different types of goods. It used to be a platform for selling books online and now you can find almost anything here. Whether you are looking for a mobile phone cover or a carpet cleaner, the marketplace has everything you are looking for.
Because it has gained a lot of popularity in the past few years, it has become one of the most reliable marketplaces for launching the online business. Many merchants from all over the world are using this platform for earning a good amount of money which means the competition here is increasing day by day and to stay in the competition they must focus on each and every aspect that can help them improve their performance.
Are you thinking of joining this platform as a merchant? Great! But don’t rush it. You must know that the process of becoming a successful seller on this marketplace is a bit complex. Many people think it is just as easy as putting your item up on Amazon and then start getting thousands of orders.
However, in reality, you have to work on many other elements to actually be able to get orders such as finding the profitable goods for selling, calculating your expenses and much more. Some elements need to be considered before launching the item but the real test begins after that. Once you have introduced the right item, you have to make them visible to the shoppers because if they can’t see your product how will they purchase it?
Did you know the most important element that plays a huge role in making your items visible to the shoppers is the listings of your goods? That is right! With the rightly optimized listings, you can make your goods land higher in the results of different search queries of the buyers. This way more buyers can view your items which means more sales and revenue.
So the question here is how can you optimize amazon listing? There are several ways of doing this but the most important one is through keywords. To create the perfect listings, you must insert the most relevant and popular keywords in the title and description section of your item.
However, an important thing to note here is to avoid stuffing the keywords. If you load your listings with tons of useless keywords it won’t help you with anything rather it will have a negative impact on the sales and performance of your good.
If you are worried about the fact the finding such keywords would require you to waste your precious time on research and would consume a lot of time, don’t be! Because there are several high-quality and accurate tools developed by different reputed companies for this purpose. These tools let you discover the most accurate words within the blink of an eye. IO Scout in particular is an all-in-one approach - a platform which includes the functionalities you would come to expect from a tailored Amazon selling solution, all with an extremely competitive price point, as little as $14 per month for every functionality you could need. You even have your own Amazon Personal Assistant to answer all your questions!
In this article, we will shed light on the SEO on Amazon as well as all the aspects of listing of products including the best tools for this purpose. If you are thinking about how to optimize amazon listing, keep reading the article.
A9 Algorithm and SEO
Whether you a selling item as simple as zipper pulls or as complex as automotive parts, every merchant must be aware of how the search algorithm works so that they can rank their goods better and improve their sales.
In the past few years, SEO has gained a lot of importance and the biggest search engine that is Google has designed its search algorithm to rank those websites higher that have implemented the right SEO strategies.
Because Amazon is also a search engine, it has adopted this practice as well and it ranks those items higher that have the best optimized content. The rank of goods also depends on other factors as well such as amount of sales and selling price, etc. The reason behind it is that Amazon is a marketplace and its core purpose is to sell as many items as possible so in search results it ranks those items higher that have more chances of generating sales. However, amazon product listing optimization definitely plays a major role as well in this regard.
A9 is actually the Algorithm that amazon uses for deciding which item will rank on which number. Similar to that of Google’s algorithm, it also takes into account the keywords used in the listing of the goods and ranks those goods higher that have the most relevant keywords. Here, the relevant ones are those that have shoppers mostly use while searching for a particular item. The algorithm efficiently scans the marketplace and shows accurate results within a few minutes.
You might be thinking why does Amazon give so much importance to these keywords. Well, because when buyers are looking for a certain item they only want to get those items in the list that are the most relevant so that they can quickly decide which one to buy and this is why the search algorithm is designed in a way to only show them the relevant goods.
To understand it better assume that you are a shopper on Amazon looking for laptops and when you search for it you get running shoes, LCD TV along with the laptops in the results. Wouldn’t you be annoyed?
When merchants use the right phrases or keywords in listings, they are actually making sure that their goods appear in the search results of the related queries. Another element of the listings which this algorithm considers for ranking the items is images.
Elements of Listings
Many people think that listing consists of only the title and description of the product. However, in reality, it consists of a total of 6 elements. All these elements play a vital role in improving your sales and hence you must pay attention to each and every one of them. If you perfectly optimize the listing through these elements, the probability of your item being found by customers greatly increases.
Below we have discussed these elements in detail.
- Title of the Item
- Features Section
- Title of the Item
The process of optimization starts with the amazon product title optimization. It is probably the very first thing that shoppers notice on your item’s page when they visit it which means it is your chance to show the buyers that your item is what they are looking for so it must be accurate and convincing.
In today’s busy world nobody has the time to read the detailed descriptions of so many items for deciding which one possesses the features they are looking for. That is why many buyers mostly read the title of items they see in the search results and read the full specifications of only that product they feel is right for them because titles are obviously shorter.
For example, you are searching for a high-quality men’s backpack with several compartments, when you get a long list in search results what is that first thing you will look at for getting an idea of the product? The title. Right?
Title also plays a major role in optimization practices. How? The keywords we were talking about that A9 algorithm uses for ranking the goods are placed in this section as well as the features section.
You should try to use as many relevant words as possible in the title but keep in mind they should make sense otherwise the buyers will get confused and might become uninterested in your item.
Some merchants like to use all the characters and create long titles full of right keywords while other likes to keep it precise and simple using the most important keywords. It really depends on your liking how you want to do it but you should try to include the name of the company, key features of the item, the colors it is available in and its size in the title while using the popular keywords.
Amazon allows around 250 characters for this section including spaces which means you have a very small limit so you should avoid repeating them and pay attention to the other important details. Also, words in the title can be searched in every order so there really is no purpose of repeating them. Don’t forget to capitalize the first letter of each word and write the numbers in numerical format.
- Features Section
Once you impress shoppers through your title and they become interested in your goods, the next thing they usually jump to is the features section to examine if your item really offers what they want and is worth buying. This section is also written using keywords but again the sentences should make sense or else you are just wasting your time in optimizing them.
Basically through this section, you show the shoppers how your item is better than other similar items. To write the most effective content, imagine yourself as a shopper and then think about which features would you like to learn about the most.
The best practice is to write these in bullet points and avoid writing long sentences because nobody will read the long ones. This section has a limit of 1000 characters. You should utilize these characters wisely and give shoppers the reasons to purchase your item.
This section is also an opportunity for you to add those relevant keywords in which you were not able to fit in the title which clearly means there is no need to repeat the words that are already used in the title. The purpose of adding keywords in this section is the same as that of title, to make your product appear higher in the search results.
Most of the buyers read the description of the item to understand how can benefit them and what features it possesses.
The limit for this section is 300 words or around 2000 characters. You should use this section to tell the shoppers about your item in a bit more detail such as what it offers, what is the use of this item and how it is perfect for their needs.
You can also describe the features in detail that you wrote in the features section. However, detail here doesn't mean you start writing long paragraphs because shoppers usually skim through the content.
The content of this section should be precise and short yet it should consist of all the necessary information. Since you can have any type of buyers, don’t use complex vocabulary and try to write sentences that are no longer the 25 words.
A good description starts with telling the benefits the item can provide to the shoppers and its features and then further talk about the item itself. If you can shape the content as a story it would be even better.
For optimization purposes, keywords are added in this section as well but as with other sections, the best practice is to not overuse them and avoid repetition.
Images of the item can either leave a very strong or bad impression on the buyers, that is why they are very vital for success. When shoppers are purchasing something online they cannot see the actual item and that is the biggest reason why images are important to add on the item’s page.
Shoppers usually hesitate to purchase the item that doesn’t have any visuals because they don’t know what it really looks like. Images help you gain the trust of shoppers in your product.
Merchants from all around the world use clear and high-pixels images along with the zoom option that Amazon provides to improve their sales. Amazon allows a maximum of 9 images per item and the best practice is to use the picture with a minimum of 1280 pixels. If you can use images of 2560 pixels or above that is even better.
Don’t take the pictures from the same angles rather each image should reflect different valuable features of the item. The images of the items play a vital role in its search ranking as A9 algorithm factors in the images as well.
These are actually the comments that buyers leave about the quality of your item on its page. It is basically a platform that gives them the opportunity to give their feedback and express if they are happy with the item or they want improvements. This, in turn, is the opportunity for you as a merchant to enhance your goods further and gain an edge over your competitors as well as generate more sales and income.
Even though no item is 100% perfect and there is always room for improvement, you must ensure before launching your item on such a big platform with millions of customers that your goods are of the highest quality and possesses the features desired by shoppers because without these qualities your goods will struggle to perform well.
Buyers these days have great trust in the feedback given by other shoppers. Hence, it greatly influences their decision about purchasing a certain item. So, if shoppers are unsatisfied with the item they received, they will leave negative reviews which means low ratings. It is not rocket science, all of this will result in less sales. So to perform better, your goal should be to fully satisfy the buyers.
Although Amazon has never officially stated that reviews affect the search ranking, the most common belief is that reviews definitely have a role in how items are ranked in search results.
You understand the importance of feedback here? Positive reviews can help you rank higher which means more orders while negative ones can hurt your ranking and performance. Furthermore, if you have more positive reviews, you will have an increased probability of getting the order through Buy Box, which every merchant wishes.
Usually, if your item has reviews between 350-400 or more and the majority of them are positive, it is highly likely that your item will perform well.
Ratings have a huge impact on shopper’s decisions about whether they should purchase a particular item or not. You should try to main the rating of 4 stars or above and if the rating of your item is below 4 stars dig into the reviews to find the reason behind it and carefully resolving their issues.
Hidden Keywords and SEO
Many merchants especially beginners aren’t aware of backend keywords and how important they are for optimization. Basically, you insert these words in the backend section of your seller account and are not actually visible anywhere in your listings.
These words are as important for the optimization and ranking of the goods as the ones in title and features. So you must utilize this section to your advantage by inserting the right keywords.
So, which keywords are actually the right ones for this section? The ones that are the most popular but you were not able to insert them in the title. The character limit for this section is only 250, so don’t repeat any keywords in here that have already been used elsewhere.
Top 4 Tools for Amazon Listing Optimization
Although there are many tools available for this purpose, below we have mentioned the best 3 tools.
1. IO Scout
IO Scout is an excellent listing optimization tool for any online merchant. With the help of a massive database of around 150 million goods and real-time data, it lets you make the right and most accurate decisions. It also lets the user track different items and analyze detailed product history. You can also keep tabs on the performance of your competitors through this tool.
2. Helium 10
This toolset offers several tools for SEO purposes. Magnet is the most popular one. It helps the merchants in discovering the most appropriate and accurate keywords for their goods. Its huge database has millions of high demand and popular keywords and hence brings you the most effective results.
This efficient tool not only finds the most appropriate phrases and words for your items but also tells you how many times a certain keyword has been searched by shoppers. Since there can be tons of keywords relevant to your goods, it is impossible to use all of them this is why search volume is quite helpful. It lets you pick the most in-demand words and phrases from the lot.
If you want to narrow down your research, you can apply the filters to get the keywords that perfectly go with your requirements and save your time. Users can search by volume, word count and many more. The tool is designed in a way that there is no room for inaccuracy.
Users have to put in a seed keyword and the tool will return a list consisting of the best possible alternatives.
3. Jungle Scout
Jungle scout offers several tools and features for merchants. You can discover the right keywords through its power tool. It will also help you in determining the relevancy of the keywords to your goods. Furthermore, users can track products through product tracker. What’s more, it also includes a sales estimator and many learning videos for Amazon merchants. This easy to use app is designed for all your selling needs. It is available as both a web app and a chrome plugin.
4. Seller App
This is another great tool for merchants. From discovering the right keywords and complete listing optimization to running the perfect PPC campaign, this tool will help you with everything.
To achieve the success of a big platform like Amazon, merchants have to ensure you are doing everything right by following the best practices. One such practice is SEO through listings. This aids you in getting better ranking in the search results and hence gives you the opportunity to improve sales. There are many factors that affect optimization such as title, images etc. so you must pay attention to each and every one of them.
Using the most relevant keywords in the listings is one of the most popular ways of perfectly optimizing them. However, you do need to spend hours on searching these words as there are many tools available for this purpose.