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Last updated on January 9th, 2023
Written by Mark Salvania
Being a new seller in a complex environment like Amazon can potentially cause you to back out. But if you choose to pursue your Amazon selling plan despite its challenges, you will reap the benefits that this platform has to offer. These include a wide range of seller programs and a worldwide customer reach.
Over the years, Amazon has developed and used many advanced features and systems not present in brick and mortar stores to improve its services, such as digital marketing and product listing optimization. Because of this, all Amazon sellers must adapt to these changes, or else they will be left behind. As a new seller, you might be overwhelmed by these or even make common newbie mistakes, especially in your Amazon product listing. In this article, you will learn about SEO and some do’s and don’ts to maximize its purpose.
Search Engine Optimization or SEO is the process of developing your content to rank high in search engines, leading to an increase in traffic. It is typically used on search engines, like Google. But Amazon has created its search engine within its marketplace to improve the users’ shopping experience.
Amazon search engine optimization involves choosing relevant keywords, providing high-quality images and content, and generating positive reviews. Amazon currently uses the A10 algorithm, which analyzes various data to display the best products based on the customers’ searches.
By knowing and applying SEO techniques for Amazon FBA or FBM, you can attract several buyers from Amazon’s over 2 billion monthly site visitors. Optimizing your product listings can lead to your business’ growth and success. Make this happen by hiring an Amazon SEO expert if you have the means to pay their fees. Otherwise, you can follow the dos and don’ts listed below.
To rank higher on the search result page, ensure that your listing title and description include relevant keywords that customers usually use when searching for products. By doing this, the algorithm detects your listing’s connection to what potential customers are looking for in Amazon, allowing more visibility for your products. The higher the visibility, the more sales you can gain.
Therefore, do extensive keyword research to know which ones to include in your title and description. You can use free keyword tools online, like Ahrefs. But, if you are unsure about this, consult an SEO expert instead. Place them strategically throughout the Amazon listing and assess which keywords are supposed to be in the title or the description.
Use the bullet section to emphasize the product’s five key features that make it stand out among the competition. Meanwhile, maximize the description section to provide details like sizing charts, product dimensions, available colors, and variants.
Also, ensure that there are no grammatical errors or false advertisements on your listing not to put off your potential buyers. If you are not good at writing, you can look for copywriters to craft an impressive output for your Amazon listing. Because many customers read the product descriptions, you must put a well-written description and utilize it efficiently to motivate them to purchase.
Amazon product listing may not be geared toward aesthetics and customizability, but you can still use this platform to boost brand awareness. Seeing the need to upgrade the listing that could increase sales, Amazon has launched the feature Enhanced Brand Content (EBC). However, sellers who are enrolled in the Amazon Brand Registry program are the only ones who have access to this feature.
EBC is known as the A+ content found on Seller Central, where qualified sellers can have more freedom in adding images with descriptions while representing their brands. Once you can use this feature, create unique content by using high-quality, real-world photos and videos to make your items and brand stand out. Also, display how the products are used and valuable in real life to engage more potential customers.
Photos are vital in the e-commerce industry. Because shoppers cannot see the items in person, the uploaded pictures are their only references to the product’s appearance. So, make sure that all your photos are high-quality and adhere to Amazon's guidelines.
One of these guidelines is using a pure white background to be straightforward and avoid confusion. Moreover, ensure that 85% of the image is filled with your product alone, on whatever angle it might be. Lastly, ensure that they are aesthetically pleasing and have high-definition quality.
Use the right tools and equipment if you have them ready. Otherwise, you can hire a professional photographer for better results.
For Amazon’s A10 algorithm, your customer reviews are significant, too. Besides the content of your product listing, it also considers the ratings you have. So to maintain a good store reputation and high ranking, you must get good reviews from your buyers.
However, receiving negative feedback should not discourage you. Instead, use this as an opportunity to communicate with your buyers and handle their concerns immediately and politely to show that you value them. Also, check if their reviews are about the product, not you as the seller. In this case, file a request for a feedback removal on Seller Central.
While keywords help rank your product listing higher, putting too much of them, also known as keyword stuffing, can be counterproductive. Instead of helping all users find the product they need, this action can also affect their shopping experience and your brand reputation. Additionally, you might feel tempted to do this because it can create more traffic to your Amazon listing, but it can carry long-term consequences, like being ranked low or removed in the index.
Amazon’s algorithm can already detect which listings use this black-hat strategy. So, be careful not to abuse the power of keywords and only put what is necessary and required by Amazon to avoid negative results.
After doing your copywriting, you must feel dismayed when some keywords that will help rank your product page higher cannot be put in either the title or description section. Fortunately, you can still use them as backend keywords, which are keywords hidden from the buyers.
The algorithm still acknowledges them as part of the listing, so you can include some essential keywords that do not seem to fit in your copy. It is best to put commonly misspelled keywords in this part to avoid ruining the flow of your Amazon listing. And if you think keywords in a different language must be prioritized, include them as backend keywords.
Amazon prohibits the use of temporary statements, like “brand new,” “limited time,” “on sale,” and “latest.” These might attract more potential customers, but these statuses would not last long, eventually confusing the buyers.
In addition, do not include subjective terms, such as “best,” “cheapest,” “popular,” “trending,” and “effective.” These words come from your perspective as an Amazon seller, which may be relatively different to your customers, even after purchasing the product. Any violation of these rules could lead to negative consequences against your account.
In uploading photos for your product listing, do not choose photos that include another item. Ensure that the only thing present in the photo is the product only so that the buyers will not be confused. If you think inserting additional elements to your photos will attract the shoppers, put them on the description section or A+ content instead.
Also, refrain from including unnecessary information in the product description. For example, if you put statistics or other data, make sure they are factual and important to the customers’ decision-making.
As a new Amazon seller, you might not have customer reviews right away. You can apply for Amazon’s Vine program if you want to receive unbiased feedback from chosen reviewers. Doing this will allow you to see what aspects you must maintain and what improvements you can make in your products or services, whether on shipping or packaging.
Because of Amazon’s new algorithm, even new sellers can rank higher as long as they optimize their listings properly. You must use relevant keywords in the title and description, highlight the features and benefits, create unique content, upload enticing photos, and value customer feedback. However, avoid keyword stuffing, not using backend keywords, inserting temporary or subjective statements, including irrelevant information, and ignoring reviews. There are many do’s and don’ts you must remember, but they will be worth it once your Amazon sales have increased.
If you cannot apply all of those in your listings, it would be best to seek professional help. At Seller Interactive, our team uses the best SEO tools for Amazon so that you can get the best results from optimizing your product listing.
Reach out to [email protected] and get started today!
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