Interview with an Amazon SEO Agency: Tips on Optimizing Your Product Listings

December 31, 2020
Written by Jayce Broda
Amazon SEO Agency

Business owners think of different ways to grow and flourish in their niche. They think of different strategies and one of those include optimizing their Amazon store along with their listings. However, one of the most important things that sellers forget is consulting an Amazon SEO agency benefits their business from the strong experience that the agency has.

How do you define Amazon SEO?

Most people know about search engine optimization, popularly known as SEO. But, how does Amazon and SEO work? Will they be able to work together? Does the combination of these two make a great difference for your business?

Amazon search engine optimization or Amazon SEO is defined as the process of optimizing your product listings to rank higher in Amazon search results.

Amazon SEO includes:

  • Keyword optimization
  • Product title optimization
  • Optimizing images for listings
  • Setting the price right
  • Learning about the Amazon A9 algorithm

How does an Amazon SEO agency define the Amazon A9 algorithm?

Amazon has a unique algorithm that they use for product searches. They call it the A9 algorithm. Now, let’s learn more about this algorithm and how it can help sellers.

The Amazon A9 algorithm is clearly defined as a tool that does the ranking process that regulates the products that would appear when a specific keyword is searched for.

How does the A9 algorithm work?

  1. Amazon checks out the keywords that the users placed in the search query. When product listings use those keywords, the listings then appear in the search results. Hence, keyword optimization plays an important role in Amazon SEO.
  2. Amazon reviews and checks if the customer is likely to buy the product through their search queries and checks it out if they are fit for the products shown.

Some factors that Amazon uses to examine the keyword level:

  • Conversion rate on the product page
  • Click-through-rate (CTR) search result
  • Overall sales

Products get more engagement through clicks and conversions even for simple search queries. Increasing your reach, CTR, conversion rate, sales, and rankings can be achieved with the assistance of various tools and strategies.

Finding the right and relevant keywords for your product listings on Amazon

Find the right keywords for your product listings by using keyword research tools. Some of those tools include Helium 10 and Merchant Words. By browsing through different Amazon SEO services, you’ll discover what people look for on Amazon and what they might be thinking of buying. Moreover, studying how your competitors post and interact with their customers could possibly give you an edge on how to improve your listings and product pages.

From discovering the relevant keywords for your product listings, you may utilize Amazon PPC to collect data that will aid in the conversion and optimization of your listings.

Optimizing your Amazon product listings

With the rise of social media and influencer marketing, various businesses engage in that method to boost their sales and their reach. Moreover, with the current trends in Amazon PPC, more brands and businesses pay for ads to increase and boost their presence on the internet. Registering to the Amazon Brand Registry provides different benefits such as brand protection from hijackers or counterfeiters that want to reproduce your products.

Another thing about the Amazon Brand Registry is, businesses get higher authority over the content of their product listings.

Benefits of Amazon Brand Registry

  • Businesses influence and persuade customers through the product information for certain products
  • Enumerate items without UPCs or EANs
  • Have access to more content choices that will help you have a higher position on Amazon search results

One of the best ways to decipher how the search results work is to simulate that you’re a customer. Most of the time, customers type in the keywords that they look for then filter results according to the category or even the location.

Elements that comprise a great Amazon product listing

A great Amazon product listing encompasses well-detailed product information that gives all the specifications every customer needs. When you create and compose the details of your product page, make sure you put in accurate and precise information. Remember, your customers want as many details as they can get. Customers prefer getting everything and anything they can possibly know about a product before buying it.

Vital elements in a product listing include:

  • Amazon-optimized product title
  • Features and benefits of the product enumerated in bullet points
  • Well-written description of the product with all the accurate information
  • Product image that depicts the exact product

How to effectively optimize product titles on Amazon

In order to reach your goals of more conversions, engagement, and sales, optimizing your product titles is just as important as improving the other elements of your product page.

Things to remember:

  • Make sure that when you compose your product title, it’s around 80 to 250 characters.
  • Mobile ads should be at least 55 to 63 characters long
  • Right rail ads should be within 30 to 33 characters only.

What should you include in your Amazon product titles?

Composing your Amazon product titles seem easy at a glance. However, an Amazon SEO company shares the essential elements that you need to include when you do your Amazon product titles.

  • Remember to capitalize the first letter of each word of the title
  • Spell out the units of measurement. Instead of using kg, please use kilogram.
  • Enumerate the features and benefits of the product. The more descriptive you are, the better.
  • Numbers must be in numerical form.
  • Refrain from using ampersands (&) unless it is a part of your brand identity.
  • Avoid putting in the size since it is not a vital element of the title.
  • Put in your brand name
  • If the item comes in different colors, mention it in the title. Otherwise, don’t mention it.
  • Make sure to include the relevant keywords to boost the presence of your product listings.
  • Insert the model numbers as you see fit.

If you know what you should include, here are the elements that you need to avoid in your product titles.

  • Price
  • Quantity
  • Seller information
  • Symbols
  • Commentary such as “Best seller” or “Top product”
  • Promotional message like “On sale!”

Optimizing your titles with relevant keywords

Any Amazon SEO agency would say that keywords play an essential role in any product listing. However, some sellers confuse keyword optimization with keyword stuffing. What happens is that instead of ranking, the product listing just does not improve its position on search results.

Putting in so many keywords may harm your ranking. What you can do is to include a clear and detailed description about what you are selling. This way, you earn a higher click-through-rate (CTR) which may result in higher conversions. The higher your sales is, the better ranking you will have.

Formulating titles for categories

Some sellers create various categories for their products displayed on Amazon. This also helps customers to easily browse through their stores and find the item quickly. However, the titles for these categories follow a certain pattern that will aid the listings to rank higher.

All of the categories begin with the brand name, product name, and the other parts of the title include:

  • Color
  • Quantity (if there’s only more than one)
  • Power output (e.g. 220V or 110V)
  • Model number

Do remember that the title is the first thing that customers see when they search on Amazon. Sellers need to make sure that the title is well-written and follows the guidelines as given by Amazon.

How to optimize your Amazon product descriptions

Previously, you learned how to add keywords to an Amazon listing. Now, you’ll learn about optimizing product descriptions to help you rank higher in search results. One of the easiest things to remember in a product listing is the features and benefits as it is always shown in bullets. Bullets make it easy for any person to remember bite-size vital information.

The bullets you see on an Amazon product page are also known as the Key Product Features. This section is found below the Descriptions tab and it is the second most essential feature of your product listing.

The majority of shoppers focus on the bullets they see in the product page. If you put more bullets and enumerate more features of the product you’re selling, the more you’ll attract more customers.

10 tips to improve your key product features

  1. Enumerate the top five (5) features of the product you sell. Mention its dimensions, weight, warranty information, and the age-appropriateness of your product.
  2. Ensure that every bullet point on your listing begins with a capital letter.
  3. Compose the bullets in sentence fragments and never put a punctuation mark at the end.
  4. Instead of spelling out the numbers, show them in figures instead. Use their numerical values.
  5. If one bullet contains more than one phrase, separate them by using semicolons.
  6. Don’t use the abbreviated form of the units of measurement. Use a meter instead of m.
  7. Write specific details and avoid including vague statements that may confuse your customers.
  8. Refrain from including company-specific information.
  9. Avoid putting in promotional information that may mislead customers.
  10. Do not put in information regarding shipping.

Best practices in writing product descriptions

Browsing through Amazon, you’ll notice that product descriptions are written in a way that you won’t see lengthy paragraphs. Bite-size information should be your go-to format when writing your product descriptions.

When you compose your product page, lay out all the information such as size, style, and the purpose of the product. An Amazon SEO agency highly encourages sellers to write down the exact measurements of the product, care instructions, and information about the warranty. Be careful when writing your product descriptions. Make sure you follow proper grammar, formulate and express in complete sentences, and put proper punctuation.

What not to put in your product description

  • Your personal details (e.g. seller’s name)
  • Contact details (e.g. email address)
  • Website
  • Company details
  • Product information about another product
  • Promotional language (e.g. free shipping)

What do you need to do to optimize your Amazon product images?

Every ecommerce website encourages sellers to include photos that accurately depict the products they sell. Amazon requires sellers to upload at least more than one (1) photo that shows the product. One of the notable terms you need to remember is that the primary image on Amazon is always called the “MAIN”.

The MAIN image showcases the product in search results and other pages. In most cases, the customers see the MAIN image before any other details.

An Amazon SEO agency highly recommends that sellers pick images that show the product in a glance. Ensure that the photo is easy to understand, not heavily edited, and visually appealing. Remember to upload photos that accurately match the product description.

Pro tip: Avoid editing the photos, adding unnecessary filters that alter the look of the product.

Image link

Caption: Make sure to use images that depict the product accurately.

Alt: Tips from an Amazon SEO Agency

10 best practices for Amazon SEO product images

  1. Use an all-white background for your images.
  2. Make sure it’s square size.
  3. The images must be at least 1000 pixels by 1000 pixels. This allows customers to zoom in and out the images easily.
  4. Inserting a product video and 3D images attracts more customers.
  5. Avoid using illustrations. Use the actual product images as much as possible.
  6. Review your images and make sure it accurately shows the product.
  7. The image must comprise 85% of the product.
  8. Only upload images in JPEG (.jpg), GIF (.gif), or TIFF (.tif) formats.
  9. Avoid putting the product on a mannequin or in its packaging when you take photos.
  10. No nudity.

Tips on how to create the best Amazon product listings

Before we conclude this article, we would like to share six (6) tips that will help you create the best Amazon product listings. Following these guidelines will help you optimize your product listings and increase your sales.

Refrain from double-dipping keywords

One of the most common misconceptions about keyword optimization is that mentioning it numerous times in your listing will boost your ranking. Unfortunately, that’s not the case.

When you place the keyword in the title, then you include it again in the product description, and the backend, it will not rank any higher than it is. Doing this may flag your listing as spam. Thus, countering the desired effect on your listings.

Be responsive to your customers’ queries

One of the best qualities that customers look for is responsiveness from the seller. When they get the answers to their questions, they feel more confident that they are in good hands. Not only that, but it also creates loyalty and trust between you and your customers.

Although some sellers get questions for more than a couple of times, you may consider listing down some FAQs on your page so your customers can easily browse through and read the answers.

Remember these 4 content components

When writing your product listings, make sure to remember these four (4) content components to help you boost your ranking and your sales.

These factors include:

  1. Content
  2. Fulfillment method
  3. Price
  4. Reviews or feedback

Sellers need to be thorough on the details on how they optimize their listings. Obtaining reviews and feedback help customers trust the brand even more.

Final thoughts

Learning and studying how Amazon SEO works takes time and may hinder you from focusing on growing your business and accomplishing the transactions on time. Improving and optimizing all of your listings consumes time as well which is why you can always work with an Amazon SEO agency to help you rank higher on search results.

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