Updated: Aug 5, 2021
Presenting a strong product listing and, further along, establishing an effective system to consistently create effective product listings, is critical to defining an Amazon seller’s success on the platform. When starting an Amazon business, don’t forget that a winning system isn’t just about the product, and it all starts with a focus on content.
Knowing that the internet offers an opportunity to reach a vast group of prospective buyers from all over the world, we understand why such emphasis is placed on the quality of the content produced. Amazon FBA business owners must consider the value they put out there seriously, and understand how you can optimize your content in order to attract the attention of prospective buyers and convert visitors into customers.
So, how do you curate content on Amazon?
The first thing you need to know is that Amazon uses an algorithm to help determine product rankings and how your listing appears in search results when buyers search for a specific item in the platform.
Therefore, when writing and laying out your content, you need to be careful to consider what elements would likely trigger the system algorithm and make your post more attractive and posted ahead of other sellers’ items. One of the most effective ways to boost your product listing is by optimizing the keywords you include, as Amazon’s system analyzes listings for specific keywords that are most relevant to the searches entered by shoppers.
With this in mind, it is clear that the search ranking Amazon comes up with depends on the content that contains the right Amazon SEO strategy that communicates what your product is about so consumers can easily find it.
So what should your goal be?
Your primary goal is to rank your product listings by using the right and most relevant keywords and embed them into your content. Google keywords offer good suggestions for such keyword search strategies, as well as keyword research specific software, which will filter out the top-converting keywords for each listing.
Let’s examine seven places where you should use keywords effectively to ensure your post ranks higher in Amazon’s search results.
1: Listing Title
The title of your post is how everyone–and Amazon–will identify your product.
For this discussion’s sake, let us use the Toy Kitchen for Kids as an example.
Keep in mind that upon searching for products, your title will be the first impression a customer sees when introduced to your product. This means it needs to be more than interesting; the title should be able to tell the buyer as much as possible about your product and include the most telling keywords to direct shoppers to your listing.
Let’s take our example, the Toy Kitchen for Kids, which is a good start because it defines the foundation of your product. You should also add further description, including size, color, age group, materials, or anything other defining features. You should create a post title that gives details to the consumer, for example:
Pink & White Toy Kitchen for Children Ages 7+, 20 pieces, realistic sounds & interactive buttons
Notice how different this title is from the previous, basic description, and how it may appeal to the buyers and reach a more targeted audience. While it sums up the product’s features, it also contains the most important keyword phrase in this primary post which is “Toy Kitchen for Kids”.
The best titles go beyond just posting one or two features. The more detailed the title post is, the better. You want to take advantage of every character you’re allowed by Amazon’s limits to capture the reader’s attention.
2: Bullet Points
Instead of outlining product descriptions only in paragraphs, Amazon content curation encourages bullet points as well. The reason for this is that most people don’t take the time to read through full paragraphs and instead attention is drawn to easy to read bullets.
Bullet points help the readability of the post while also providing more opportunities to include keywords and convey key features of your product. Remember that you need to include your keywords rather strategically so that they aren’t stuffed in unnaturally. This will help the search system to tag your post higher in search ranking.
Taking advantage of these bullet points can give you the chance to tell your prospective buyers more about your product in precise, carefully curated words that highlight the benefits and features, while optimizing content with keywords.
Successful Amazon sellers know that in addition to the bullet points, emphasis must also be placed on the more detailed description of your product. Here, you can use short paragraphs and full sentences to really sell your product to the consumer, while also inserting some crucial keywords to register on the Amazon algorithm.
While the goal of this part of the content is to really paint a picture of the benefits and features of your product, you need to remember to not sound too ‘salesy’. Sure, you are hawking a product on Amazon, but being too focused on this will render your content overbearing. This might distract or deter the buyer away from what you are offering and motivate them to go to the next item on the list.
So how do you avoid sounding like a biased infomercial?
Focus on critical and real information about your product. Put yourself in your buyer’s shoes and ask yourself, “If I was shopping and interested in this item, what would I want to know about the product?”
With this in mind, you can focus on the key aspects and highlight what makes your product exceptional and what benefit it will bring to the customer.
Remember that in all these paragraphs, your description should contain a good volume and balance of using your chosen keywords, making sure they are strategically placed within the content, but once again, not crammed in there resulting in unnatural flow.
When it comes to reviews, you will not have any control on the words that will be used by individuals reviewing your product or your service.
Nonetheless, you can use reviews as an opportunity to elicit positive feedback from your customers by nurturing them throughout the sales process and providing stellar customer service. You may even go as far as finding a Google Chrome extension built specifically for automating the review process, which sends out multiple requests for customer reviews simultaneously, making your job easier and increasing chances of more reviews to build your reputation.
5: Q & A Optimization
When a buyer asks a question about your product, you will be notified by Amazon and allowed to answer, prompting a Q&A section to appear on your product listing. Now although you have no control about what a shopper may ask, you do have control over your responses, and you ought to take the opportunity to offer practical and highly optimized content.
In this section, you need to consider what your prospective buyers ask and answer fully. With this in mind, you may not necessarily be including keywords, but you are improving the actual quality of the content available on your page and providing more extensive information, which will give you a better chance at driving higher traffic to your product listing.
6: Amazon Backend Search Terms
What exactly are backend search terms?
Frontend search terms are the keywords we have been discussing up until now, all that are visible in the content you put out for your users through titles, bullet points, and product descriptions.
On the other hand, the backend search terms are hidden from consumers, and only used by sellers when filling out keyword search terms in their product listing for the Amazon algorithm to pick up on. These are now limited to 249 bytes, and Amazon will warn you if you exceed this limit. Use this short space wisely, and avoid articles and prepositions, making the most of more impactful language.
7: Image Alt Text
The images you use to showcase your products should have a proper description of what they are communicating, and this will most likely include the keywords you are targeting. Using our previous example, the picture of a child’s toy kitchen should have those three words pleasant, plus any other defining factors such as color.
In all of these aspects that go into creating an optimized listing, there is a common element that drives the success of your sales and listing ranking in Amazon: your content. Keywords must be woven throughout, even on text that the customer may not see, such as on the backend and as image alt text, as well as visibly in the user interface, which will all help direct the Amazon search engine on how to interpret your listing. These steps are necessary to improve your product listing on Amazon and get the attention of the right individuals to make consistent sales through time. If you need help with your listings and Amazon store, you can get an express valuation and find out how much your store is worth with Umbrella Fund today.