Optimize Your Amazon Listing For Conversions: Improve Product Ranking

We’ve looked over how to find keywords that are right for your product and how to properly insert them into your listing’s backend search terms. Now it’s time to review optimizing your listing for search results on Amazon, and how you can improve your organic ranking and advertising efforts.

Customers must be able to find your products before they can buy them, and the number one way they go about that is through using the search functionality. Customers initiate a search by inputting keywords that they associate with that product, factoring in text match, price, availability, selection, and sales history to determine their ideal purchase. By providing relevant and complete information about your product in the details of your product pages while still providing a good user experience. Following these best practices will increase your product’s visibility and sales.

Best Practices for Keyword Implementation

From the keyword research process, harvest and analyze converting and high volume relevant search terms. Analyze your existing listings and competitor listings. Note the benefits, features and product dimensions mentioned in customer search terms as well as competitor listings. Try to understand how, who and what concerns customers have when searching for your products. Use your Keyword research to focus your title, bullets, descriptions, and backend search terms.

DO NOT KEYWORD STUFF! Be considerate of the user experience. I will focus no more than 5 keywords on a page and try to focus my efforts more on benefits.

Here are your keyword implementation best practice tips:

• Title: Your title needs to be easy to read, keyword heavy, and eye-catching. Ideally, the composition of the titles includes high volume search terms and keywords applicable to the listings using natural language.
• Bullets: With bullets being the quick product summaries that consumers will glance over, it’s important to provide pertinent information quickly, while incorporating as many keywords as possible. Ideal for features and benefits.
• Descriptions: This is the section that ultimately convinces a consumer if they should or should not commit to the purchase. It’s an opportunity for you to outshine the competition, accurately describing everything about your product. In a way, this portion maximizes the listing’s findability as well as its conversion rate.
• Backend Search Terms: Hidden from consumer’s eyes, these terms help Amazon index your listing in an organic ranking. These terms should not exceed the 250-character limit, making them 50-characters per line, with 5 available lines. Do not include keywords that are descriptive, branded, duplicate sections, or repeated keywords, relying on synonyms, hypernyms, and spelling variations of relevant keywords to start.

Here are five recommendations that can be followed and applied to every single product and subcategory on Amazon today. Make an effort to keep the title descriptive, brief, and effective, constantly researching your competition and associated terms to stay on top.

Here are some general guidelines for improving your product listings:

• Title Details: Every individual word in the title of your listing is searchable on its own. Just reflect on how powerful that can be. For example, a product called Laura Ashley Sophia Collection 300-Thread-Count Pillow Cases (Blue, Queen, Set of 2) is better than Blue Pillow Cases.
• Descriptiveness: Following the example above, the author was able to fit in the brand, product line, material and key features, color, size, and packaging quantity just in the title, ensuring zero search terms are slipping through the cracks when it comes to their audience.
• Brevity: Titles should be approximately 60-characters long, quickly catching the attention of the shopper without going overboard. Consumers have a lot to sift through on Amazon, so you need to grab them quickly and effectively.
• Associated Terms: Amazon let’s you add search terms for your products, which can be anything from generic words that enhance the discoverability of your product, to synonyms. For example, if you’re selling headphones, these associated terms would be earphones and earbuds. Take advantage of this feature as it will increase your search-ability.
• Research: Complacency is never a good thing, which is why you should constantly look up the competition and see what they are doing to win over sales. Algorithms can change, and so can keywords, which is why you want to do a frequent audit to ensure you are staying ahead of the curve.

Optimize your product page for conversions not SEO. At the end of the day getting an actual sale will always supersede any language you put on your page. Amazon is quick to not display pages for irrelevancy.

We’re heading into the final part of this four-blog series in which we’re going to look at final best practices for providing search terms that will win you sales. Who’s ready?