Dive into the world of Amazon listing optimization and figure out what not to do unless you want to risk losing money!
When it comes to raising profits from Amazon, most retailers immediately think of running ads as the most effective approach. While it is not wrong, you should be aware that there is another cost-effective and sustainable tactic to ensure the performance of your business. And that is listing optimization!
When paying attention to keywords there is a fine line. You have to add titles from ‘Keyword stuffed’ to ‘keyword rich.’ Experts always advise you to begin with a thorough research about product listing ads, and understand what the audience and the algorithm finds appealing before you plan to invest in one.
Listing optimization is no stranger to experienced Amazon sellers, but how to conduct it flawlessly is not a piece of cake. If you find yourself struggling in this aspect, let’s identify the most common mistakes in the article below!
What Is Amazon Listing Optimization?
Amazon listing optimization is part of Amazon SEO, a procedure of constant upgrade and improvement to boost the quality of your product page. The end goal of this process is to tailor the details of a product’s landing page so that it matches the requirements of A9 – Amazon’s algorithms.
This way, whenever a potential buyer looks for a particular item your store has to offer, your product stands a higher chance of being featured on page 1 on the search result page.
Typically, a listing optimization pivots on three main pillars: keyword, ad copy, and imagery. However, you can always work on other facets of your listing, such as sales records or pricing, to maximize the chance of success.
Most Common Amazon Listing Optimization Mistakes
1. Failure to conduct keyword research
Inserting the right keywords into your webpage is crucial to lifting its visibility. Unfortunately, most Amazon retailers are unwilling to invest their time and effort into digging what fits the most with their products.
Instead of caring about what customers think and look for, many store owners use keywords that they assume to be relatable. Some do not even bother to ponder whether such terms and phrases reflect the unique selling points of their listing.
As a result, their listings do not get displayed when the target audience shows up, and their competitors have the upper hand, who managed to perform exhaustive keyword research beforehand.
Thus, the first rule of thumb before uploading any new product to Amazon is to find out the exact words that users usually associate with it. Multiple tools are available that help you browse through keywords with the highest search volume and relevance to each category of goods. Spend a few days checking the most feasible keywords and picking out whatever seems to tie in with your brand.
2. Write keyword-stuffed titles
Amazon only allows 250 characters for each headline, but there are so many details you want to cover. This is when businessmen get tempted to cram everything into one sentence.
They sacrifice the readability of the title with the hope that Amazon’s algorithms will scan through the most outstanding keywords and offer the listing a higher ranking. But what is the point of greater visibility if the customers find your ad copy off-putting?
As far as titles are concerned, make sure you follow these tips.
- Put the most vital keywords at the front, within the first 72 characters: The 250-character sentence will be shortened when your product appears on the search result page, on and off Amazon alike. Thus, you need your potential buyers to look at the title and immediately spot what your item is all about.
- Keep the title around 100 characters: It is tempting to use all the given space. However, lengthy phrases are more difficult for customers to keep track of. When they are presented with a wide variety of choices, any discomfort during the user experience will urge them to leave and check out other products with shorter, more to-the-point headlines.
- Only include what matters: The product name and the brand are the two most indispensable parts of a title. But you should always add a bit more about the color, material, size, and capacity. This way, customers can briefly understand your product before scrolling down the listing.
3. Prioritize keyword density over keyword diversity
Unlike Google SEO, Amazon does not require businesses to repeat the chosen keywords as many times as possible. Instead, the platform encourages sellers to insert different terms and phrases that belong to the same category.
For example, your store focuses on selling silk pillowcases, and your main keywords include “bedding,” ”silky pillowcases,” and “silk bedding.” If you want to maximize indexing opportunities, you only have to put in the three phrases mentioned above once.
What else needs to be done is to find anything relevant to such keywords and scatter them all over the ad copy.
4. Do not take advantage of backend keywords
Backend keywords are invisible to customers, but A9 still considers them when ranking your product. This is the perfect place for you to include keywords that do not make it to the front.
Anything from name variations, pluralities, conjugations to misspellings or names of similar brands and products will work.
5. No answer from customer questions
Potential shoppers are more than eager to leave their concerns and requests on your product page. This grants you a golden opportunity to elaborate on the merits of your item and how they can solve the pain points.
Sadly, a lot of retailers fail to address these inquiries truthfully, leaving the people who ask confused and dissatisfied. Even worse, the ignorance also comes off as off-putting for later viewers, who assume that the brands do not take an interest in further clarifying the characteristics of their product.
Even when you have spent months trying to perfect your Amazon listing, common mistakes, as mentioned in this article, are still bound to happen.
If you start getting tired and frustrated with fixing everything on your own, let Olifant Digital offer a helping hand. Here, rest assured that highly trained professionals will take good care of your Amazon seller account and double down on its profit in no time!