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Last updated on June 23rd, 2023
Written by Ken Zhou
Keeping your listings relevant is of the utmost priority when selling on Amazon. You want your listings to rank high on the search results and win the Buy Box. By continuously being relevant, your sales will steadily grow and your conversion rate will increase. To do this, the value created for the customers should be at the forefront of your goals when you optimize your Amazon product titles.
Sadly, most listings are not correctly optimized. More often than not, Amazon sellers focus on the product detail page instead of allocating enough time for each part of the listing. The Amazon product title should be given equal emphasis. Many businesses list their products without using the correct keywords to attract the most potential buyers and generate higher conversion rates.
If you want to understand how to optimize your Amazon product title, continue reading.
The Amazon product title is a critical but often overlooked part of product listings.
Product titles influence customers' willingness to click on your listings and check out the key product features for more information. An SEO-optimized title can drive customers to your listing, while an unstructured one can drive sales away from your business.
Using Amazon search engine optimization helps improve your Amazon product title. It can generate more leads and create product titles that will entice buyers to click on your listing.
You may ask why it is essential to optimize Amazon's product titles when you can simply create any title and post it on Amazon. Well, the answer to that is your Amazon product title can affect your buyers' interest in your product.
To expound more on the topic, below are the reasons why an optimized product title is essential.
Customers are keen to get information quickly. They want to save time trying to figure out the product and prefer to know about it at a glance. By optimizing your product titles, customers can quickly find all the vital information describing your product.
Titles are the headlines of Amazon's search results—the first aspects a potential buyer sees among several that compete with their attention. So, your titles should help readers understand the product's features and benefits. Optimizing titles this way adds value to the customer's experience.
When optimizing your product title, the goal is for your listing to reach as many people as possible. Amazon will use your title to place your product in a specific category. If you want it to rank high, you must optimize it.
Furthermore, the keywords used in your product title play a part in wooing Amazon's algorithm in your favor. If you use relevant keywords that are precise for what you offer, customers will quickly see your product on Amazon's top page when they search specifically for something like it.
Let's say you are selling an insulated water bottle. Instead of a title that says, "Insulated Water Bottle," you can change it to "Insulated Stainless Steel Water Bottle With Spout Lid 18 oz Blush Colored."
The first one doesn’t provide details, while the other offers valuable information. By optimizing your product title, you attract buyers who are looking specifically for what you’re selling to click on your listing, thereby generating more leads and ranking higher on Amazon.
By creating a descriptive and optimized product title, you earn more clicks that can turn into conversions. Your customers can easily find your listing, and you provide valuable information for them. In the example above, stating critical details about the product's design and features helps increase the product's selling points.
The more relevant leads you have, the bigger your chance for conversion. More conversions will also boost your ranking on the search results.
The majority of people today want information served in an instant. If something does not deliver within a few seconds, they skip it altogether. You want to save them from wasting their time and give information as quickly as possible.
What makes customers visit your store frequently? When they get what they want—fast. Efficient product titles play a part in drawing buyers in.
If an Amazon seller keeps optimizing product titles to their full potential, buyers—new and old—take notice, which builds loyalty to the brand and the store.
This is the beauty of Amazon title optimization: you make your products enticing, and by doing so, you create leads.
When sellers habitually practice optimizing their listing’s titles on Amazon, it builds familiarity. The way they organize information becomes an identifying feature for both potential and existing customers and helps increase their familiarity with your products and your brand.
The habit of optimizing product titles for familiarity also works for Amazon’s A10 algorithm. Whether by using the same title convention or closely related keywords in the same product categories, you prompt the algorithm to read your product titles in a way that’s favorable to your business. The familiarity makes it more likely to bring the product into your customer’s visibility.
As sellers, isn't this one of the main goals you have for your business? The practice of optimizing your Amazon listings aims to make it easy for the right customers to find and purchase your products.
In SEO, there's a concept called search intent. It means that whenever a potential buyer keys in a product query on the search bar, intention drives their choice of words. As a general rule, the more specific the keywords they use and the longer the phrases, the stronger their intent to purchase a product is.
Your job as an Amazon seller is to match your selection of keywords to the ones your target customers use. This way, when they type in words with the intention to buy in their minds, Amazon finds your product based on the relevant keywords you used and puts it in front of the customer.
Remember that optimizing your titles helps boost your conversion rate, decreases cart abandonment rates, and generates more sales. That's because you attract the buyers that want or need your product.
Before you go on a deep dive with Amazon optimization, ensure you know what you're optimizing. Sellers think of various ways to attract customers to their listings. One of those ways includes optimizing your product titles; more often than not, titles are the first thing buyers look at when they search for items on Amazon.
Writing your product titles definitely plays an essential role in reaching out to customers. When you correctly compose your product titles, you'll appeal to more customers quickly.
Before you start creating your product titles, take note of Amazon's requirements.
The parts of a product title are the following:
These five elements must be indicated on the product title to help customers understand your listing—they can know what you offer with a quick scan. When creating the product title, it is best to follow the format of starting with the brand name and ending with the product features.
The other requirements are:
All product titles must comply with the following requirements to avoid being flagged by Amazon.
Now that you know the principles behind crafting an optimized Amazon product title, let's move on to the practical steps of making it happen.
Search engines thrive on keywords, and Amazon is no different. The largest ecommerce site has its unique algorithm to help a product listing rank high on the search results. Although there are other factors for a listing to rank high—such as price, quality, history, and selection—the product title's keywords make a significant impact.
You might think of using as many keywords as possible to optimize your title, but this practice can harm your ranking. Instead of stuffing your product title with many words, spend time conducting thorough keyword research that targets your buyers.
Keyword research is how you find relevant keywords that you can use for your product title. Research will give you a list of keywords, their search volume, trends, cost-per-click, and competition. From the information provided, you can choose the best keywords for your product.
To ensure you choose the correct keyword that will work best for your product, use Amazon's predictive search to see common keywords used by customers. Once you pick out your keywords, use only the best for your product title.
Integrating keywords in your product title will help your listing appear in the relevant search results when customers search for those keywords. Combine this with an expert keyword strategy and you’re on your way to increase your views and leads.
We've mentioned earlier that using clear and descriptive words will help customers quickly gain information about a product. It is the first thing they will see in the search results. Hence, using descriptive words will attract those leads to your listing.
So what kind of words should you include in your title?
Generally, you will want to include your brand name, color, size, features, and material. Each product category has its formula for creating product titles.
For example, electronics have a Brand + Model + Product Type + Color formula. The result will be something like KitchenAid KSM150PSER Artisan 5-Quart Mixer, Empire Red.
So, search up similar products to yours and see how the top products in your category organize their titles. You don't have to stick with Amazon's formula, but it can help if you're a beginner and don’t know where to start.
When creating your Amazon product title, you always have to consider your audience and what value they will receive. These people are the ones who will purchase and benefit from your product, so put yourself in their shoes.
What are the things they need to know? What do you think they will get from your listing? What are they trying to find?
It's easy to think from a marketer's perspective, but you should also consider the buyer's perspective. It's always good to remember that from the moment you log in, your Amazon Seller Central account is your store, and the listings are your virtual products. You want to give customers as much detail as possible to give them a vicarious experience of what your products offer.
Ultimately, buyers need to be convinced of the experience while looking through your listings before they buy the product. They must fall into the idea of having the item before they decide to hold it in their hands. You make this happen by giving them a listing that they can experience and quenches their satisfaction.
When you compose your titles, think about what customers want to find when they search for keywords. What can you put in the title that provides information about your products? Does the existing title give your customers enough information?
Empathy is key here. Ask yourself these questions: what are they looking for when searching this particular keyword? What information will make them choose my product? What would make the product listing easier to view? Think about what they experience when they search for your product.
We mentioned earlier that you should avoid keyword stuffing because it will affect your listing. This also goes when adding descriptive words to your product titles.
Most customers want to get information about a certain product as soon as possible. They conduct their own research to see if they will benefit from the items that they are looking at. Now, sellers need to know that being informative is key to their business. However, adding too much will drive customers away.
Avoid using irrelevant words. For example, you don't have to place the product's color if you offer various shades of it. Don't use words that are subjective or aren't true. For example, you are not allowed to use "Bestseller" or "Guaranteed Effective."
Avoid using promotions in your titles, which may prevent your listings from ranking on Amazon search results. Plus, some promotions are irrelevant to the products that you have. It may mislead your customers and result in a loss of traffic to your product listings. Lastly, stop with the fluff. You have a 200-character limit for the product title, so focus on keeping them simple, straightforward, and informational.
Amazon has its rules and requirements for creating a product title. You should review these before you post to help you avoid encountering problems.
If you want a more comprehensive guideline for product listings and search engine optimization in the Amazon marketplace, you can check out our guide here.
Format: Brand Name + Title + Color + Material
The product title follows the format of starting with the brand name, the title, color, and material. The title specifies it’s a bundle of towels consisting of bath towels, hand towels, and washcloths. The color is indicated because it has four other colors available. The fabric is also mentioned for those who prefer cotton towels.
When a user searches for a towel set, they will quickly know what they will receive when they purchase this one.
Format: Brand Name + Size + Product Type + Metal + Keyword
Online shoppers can't see the actual product; hence, being as descriptive as possible is essential. The product title specifies the metal, size, and usage of the product. It also uses the keyword “premium fashion jewelry”.
Format: Brand Name + Keywords + Target Audience + Material + Size
For this example, tons of adjectives indicate that the table is a portable folding table. It is suitable for wine, champagne, or a picnic. Customers will truly understand the value they will receive with only one look at the Amazon product title.
Format: Brand Name + Keywords + Flavor + Weight + Type
The product title is properly optimized, and it provides useful information about the product without going overboard. Customers who love granola bar clusters can easily gather information about the product, as it details the flavor and weight.
Format: Brand + Model + Product Type + Color
Using Amazon's format, the product title describes the DVD player's model, the product type, and the color. This will help buyers of the DVD player pick the brand, color, and model they wish to buy.
Amazon is a great platform to sell your products on and make it big. Millions of customers use this platform, which means a ton of competition as well, so grabbing every opportunity is a must. One of the keys to increasing your leads and conversion rate is to create winning Amazon product titles.
Optimizing your product titles may take some practice at first, but the right titles will give you the results you want. If you’re still wondering how to optimize your Amazon listings or how to improve your listings on Amazon, we at Seller Interactive offer Amazon optimization services. Contact us and partner with our experienced team today.
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