Product titles are among the first elements customers notice when searching for a desired item, ultimately making it a critical factor in capturing attention and influencing user’s decision to click on your listing over those of your competitors.
In this article we will provide steps dedicated to helping you make a selling title for your product.
Why is it important to choose words for your product titles wisely?
It should be obvious that people don’t search for a product by its images, videos, or description, but rather by its name. With thousands of products displayed on a search result page, it is the title that gives your customers an idea of whether a product matches their needs and interests, as they usually don’t want to waste time clicking through all the available options. And so it becomes a necessity that your product title is both engaging and descriptive enough to capture one’s attention quickly, providing just enough information to spark interest and prompt further exploration.
Key steps to make your product title outstanding
Title structure
According to Amazon, your product title should be informative enough for a customer to feel confident in buying based on the title alone. Although many shoppers will review the full listing, a compelling title is key to creating a positive initial impression.
1. Brand Name: It’s crucial to start your product titles with your brand name to give your product a polished and professional look. Even if your brand is displayed elsewhere on your listing or enhanced brand content piece, having it in the title guarantees that it will appear in search results.
2. Product Type: Clearly state what the product is (e.g., “Bluetooth Headphones”).
3. Model name/number: If applicable, include the model name or number, especially for electronic devices or gadgets. These are usually mentioned at the very end of the title.
4. Key Features: Highlight significant attributes, such as “Noise-Canceling” or “Wireless.”
5. Specifications: Include relevant details like size, color, materials or quantity if they are important to the product (e.g., “32GB” or “Red”).
6. Use cases: Describe situations or activities where the product excels. For example, “for Home Workouts,” “ideal for Travel,” or “perfect for Office Use.”
Key requirements
Amazon has certain guidelines concerning product titles, which include:
- Capital letters: Capitalize the first letter of each word, except for prepositions, conjunctions, or articles.
- Length: Keep your title between 80-100 characters, though Amazon allows up to 250 characters in certain categories (spaces also count).
- Decorative characters: Do not include characters like ~ ! * $ ? _ ~ { } # < > | * ; ^ ¬ ¦.
- Abbreviate measurements (“kg”, “cm”, “ft” etc.)
- Use numerals (e.g. use “5” instead of writing “five”)
- Avoid using an ampersand (&) unless it is a part of the product or company’s name; instead, spell out the word "and."
- Avoid subjective phrases: Don’t use phrases like "best-selling" or "highest quality." These terms are rarely used by buyers in their search queries and can be flagged by Amazon as potentially misleading. Instead, aim to make your titles clear and readable.
How to Conduct Amazon Keyword Research
By linking your product titles with keywords you help Amazon determine how well your product addresses your buyers needs.
Follow the steps below to find the best keywords to suit your listing:
1. Identify Competitors
Type in the words which in your opinion describe your product best and take a look at your competition: what words/phrases are most commonly used in their titles? Focus on the products of higher ranking, as well as those whose features remind you of your own goods, and make a list.
Refine this list, highlighting successful sellers, including those with “Amazon’s Choice” and “Bestsellers” products, and sellers with multiple listings on the first search page.
Monitoring metrics such as click-through rates (CTR) and conversion rates will also give you a better idea of which keywords not only attract attention, but actually make sales.
2. Analyse Competitor Keywords
Once you’re done with the list of competitive products, analyse their titles and gather the most searched keywords.
Remember to further sort them by relevance as some keywords might not be applicable to your product and therefore mislead users if you decide to include them in the title.
Short-tail keywords include broad terms like “binoculars” or “shoes.” These have lots of searches but also face high competition.
In contrast, long-tail keywords are more precise, like “binoculars for all weather conditions” or “athletic shoes for road running.” While they might not be searched as often, they’re more likely to convert into sales because they target specific search intents.
3. Finalize the List and Apply
Afther collecting all the relevant keywords from competitor listings, sort them by volume for each keyword and see which of them you can include in your own title.
However, don’t just go for the highest volume keywords; balance is key. Make sure the keywords are all to the point and naturally fit into your title.
Remember: an effective title should not only include keywords but also remain clear and attractive to potential buyers.
Such keywords are accessible exclusively to sellers and remain unseen by buyers, yet they help Amazon’s algorithm understand the relevance of certain terms to your product. This way you can keep your titles clean and appealing while still ensuring Amazon indexes all important keywords.
TOP Tools for Keyword Research
Avoid Keyword Stuffing
Depending on the product category, Amazon allows up to 250 characters in product titles, so it’s wise to use this space as much as you can, yet when incorporating keywords it’s important not to go overboard. Despite what some might think, keyword stuffing does not help your listing rank higher or appear in more relevant search results. Instead, it can have the opposite effect by making your content seem less natural and trustworthy.
In fact, you need to include only some keywords in your product name and leave the rest of the title space for more descriptive content. You can organically fit the remaining keywords in the product description and bullet points. It makes no difference where the keywords are placed: be it in the product description or bullet points, they all have the same weight.
Optimize for Mobile
Despite a solid character limit for desktops, mobile devices can’t boast the same.
Let’s take a look at a practical example by searching for “smartwatches”.
This is how a product title looks on a desktop: all the available characters remain visible on the screen. And what if we do the same on a mobile device?
As you can already tell, the title was cut in half to save space on the search page to fit in more products on the screen. Therefore, if you are to include main keywords in your title – make sure you place them at the very beginning of it. This strategy ensures that the most important terms are always visible, even if the title is cut off.
Use synonyms or closely related words
As a seller, you might focus on what you want to market, but it’s key to shift your perspective and prioritize what the buyer finds important. Put yourself in buyers’ place: think about the words they might use to describe your product.
Take a look at the example: this brand used 3 synonyms to reach to as many customers as possible:
- Tumbler
- Bottle
- Mug
Split Tests (A/B Tests)
Split testing, often referred to as A/B testing, is a technique Amazon sellers use to fine-tune different aspects of their product listings or ads.
The main aim of split testing is to compare two or more variations of a specific element to see which one achieves better results, like higher conversion rates, more clicks and increased overall sales.
To carry out a split test, do the following:
- Create two different versions of your product listing title and run them at the same time for a specific duration.
- Make sure your titles are not too different from each other. Preferably, you need to change only one element at a time, such as a keyword, capitalization, or phrasing. This helps you identify exactly which element makes the difference in performance.
- Track key metrics such as click-through rates and conversion rates.
- Analyze the data to see which version performed better. Implement the winning title on your product listing and keep an eye on its performance over time.
But remember: optimization is an ongoing process. Keep conducting split tests periodically with new variations to continually improve your product titles.
Final Thoughts
Though creating a well-optimized product title might seem like a daunting task – it all comes with experience. Eventually, you’ll get the hang of it and before you know it, writing catchy titles will become your second nature.
If you find it difficult to optimize your Amazon Listing, make sure to reach out to our experts at Weby Corp to assist you!
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