Amazon Listing Optimization or How to Help Your Products Stand Out
Up until now, it is likely that Google has been your top priority in eCommerce. However, focusing on Amazon listing optimization nowadays is critical for most brands that want to succeed in an ever-growing and increasingly competitive online market.
Any brand, no matter a new or a popular one, faces the following challenges while starting to sell on Amazon:
- Numerous products to sell but not enough time to list them properly;
- Heavy SEO competition on Amazon and lack of special skills;
- Lack of writing skills and HTML knowledge in order to create high-quality descriptions for listed goods.
The situation is complicated by the fact that Google and Amazon – the two largest channels in the online retail – differ greatly.
Just like Google, Amazon is a search engine with its own rules and preferences. The main difference between Amazon and Google is that the first is a buyer-based algorithm, whose aim is to provide customers with relevant listings, which will convert into purchases with a higher probability. In other words, Amazon incorporates the click-through-rate and conversion rate into its ranking algorithm.
SALES ARE #1 CONCERN FOR BRANDS AND #1 PRIORITY TO AMAZON.
The second basic difference is that you don’t need to think about off-page optimization as link building doesn’t work for Amazon.
To boost your sales, you need to learn the keys to the Amazon A9 search engine algorithm. Optimizing for Amazon is a tall order if you are not a pro in search engine optimization, but there are several ways to make your life easier by having the Amazon listing optimization done for you.
AMAZON LISTING OPTIMIZATION SERVICES
Today there are a great number of services with comprehensive solutions for both sellers and vendors. Here at Weby Corp, we provide a full range of Amazon Solutions to both new and well-known brands.
Amazon listing optimization is what we excel at. To help your brand stand out on Amazon, we provide a whole bouquet of optimization services. Let’s take a closer look at each of them.
Meticulous Keyword Research to Identify Relevant Search Terms
Keyword research is the first step in Amazon SEO copywriting. It’s crucially important for a successful product launch. To make sure we’ve done everything to reach a potential customer, we conduct a full competitor keyword analysis and analyze all the potential customers’ queries both on Amazon and Google.
We use only the best product research applications and game-changing Amazon marketing tools in our keyword research.
Measures to Avoid Irrelevant Searches
We try to keep out all possible irrelevant search phrases to avoid bounces – situations when a person clicks on the listing and then leaves it – because the item shown is not actually what the customer is looking for. So, if you place the word “cheap” into your description, make sure your product really is cheap, otherwise you risk increasing the bounce rate.
If a listing has too much traffic bouncing, it will be downgraded by the Amazon A9 algorithm, as Amazon is only interested in those listings that convert into sales. These are not the incredible images or masterly crafted bullet points on your listings, although they do matter to Amazon, sales are the only indicator of your listing’s success (or failure). All other optimization steps are taken to achieve better conversion.
Semantic Core Creation
We compose a semantic core (a complete list of keywords) for each product, trying not to miss a single possible relevant word combination, which can be used by those customers who are interested in the product.
We take into consideration that Amazon is quite stingy in character count and allows us to use only 250 symbols for titles and 2000 for descriptions. This is why we correctly prioritize keywords and properly place them on the listing.
Using Keywords for Amazon Listing Optimization.
Since products on Amazon are mainly found through the search, we stuff Amazon product listings with all the possible search terms from the list of relevant keywords.
During this stage we prepare:
- A keyword rich title to help your product rank higher;
- Five bullet points with valuable keywords, written in a clear manner to ensure the customer knows everything he needs to make a purchase.
- Optimized product description written in a persuasive manner to increase sales conversion and help you win the sale.
- Back-end (hidden) keywords to rank for more relevant search terms, even for those your competitors haven’t thought about.
Selection of Optimal Product Images for Amazon Listing Optimization
Product images are incredibly important for high conversion rates. Not only should they be professional and of high definition, but they should comply with Amazon product image requirements.
Luckily for our partners, we pay special attention to how their products are presented. This is because we understand a high-quality primary image will improve CTR, whereas additional informative images, which highlight the strengths and unique selling propositions of the product, will improve conversion.
Moreover, we fill all the image tags and image titles with relevant keywords to help the product listing rank higher in organic search.
Using Videos for Amazon Listing Optimization.
Product videos are another great opportunity to differentiate your brand in an increasingly competitive Amazon market.
Why are videos important in Amazon listing optimization? The answer is quite simple. Videos improve conversion, and that is a number one factor for the Amazon A9 ranking algorithm.
These overwhelming statistics speak for themselves:
- 90% of shoppers consider videos helpful in the decision process;
- 88% of shoppers say that videos better explain product features and benefits than plain text;
- 72% of people would rather use video to learn about a product or service;
- A quality product video on a page can increase conversion by up to 80%;
- If a potential customer likes the product video, he is by 97% percent more likely to buy the product and by 139% more likely to remember the brand name.
(Source – HubSpot Video Marketing Statistics)
Choosing The Best Product Category
Amazon uses a rather complicated structure for grouping products into general and specific categories that new users may find confusing. Indeed, it may be difficult to find an appropriate category for fishing tackle if you are not an avid angler. Or it’s almost impossible to choose a better category for shoes out of more than half a hundred suggested by Amazon, especially if you are not a fashion specialist.
We ensure that both the high-level and all the following subcategories used for your products are correct. This is very important because placing a product into the correct category may increase Amazon ranking by 80 percent.
Creation of A+ Content and A++ Content for Amazon Listing Optimization.
We optimize listings using A+ Content to create a more compelling product story. A+ content is a supplementary content that goes a long way to helping increase conversion rates by making product listings highly informative and engaging.
Through the use of various static and dynamic Amazon A+ modules, we can help you make the most out of your product.
Some short facts about A+ content you might be interested in:
- A+ content is not indexed – so it’s primarily used to improve conversion;
- Quality crafted A+ content can increase conversions by 3 – 5%;
- A+ is mobile compatible;
- Including comparison charts into your A+ content may increase your overall brand conversion.
There are two types of A+ detail pages: Basic, which allows for five modules, and A++ / Premium, which allows for seven. Learn more about Amazon Premium A+ Content.
If you want to entrust your brand promotion and Amazon listing optimization to professionals, Weby Corp is ready to become your trusted partner in retail and promotion.