With so many products (and competitors) on Amazon, you must cut through the noise to get in front of the right people and sell. One critical component to Amazon sales is making sure all your listings have an optimized product description.
How to Write an Amazon Listing with SEO Optimization
Before you start writing an Amazon listing, it’s important to do your research and curate the appropriate keywords. Below, Enventys Partners compiled our top tips for ensuring your Amazon product description converts into sales.
Apply Amazon’s A9 Algorithm to Your Product Description
Amazon has its own internal algorithm called A9 for ranking products on its site. To create an optimized Amazon product description, it’s important to understand Amazon’s A9 algorithm and how to make sure it favors your listing. It considers:
- Product title
- Search Terms (These are your backend keywords.)
- Conversion Rate
- Customer Satisfaction
- Order Retention
The last of those seven factors are a bit harder for the seller to manage, but product title, search terms and photos can be easily updated to optimize your listings.
Determine Your Ideal Audience and Customer
Before you begin, you’ll want to consider your customers and your target audience. What do they like? What are their behaviors? How will your product benefit them? What would they like about your product? Answering these questions will help you begin to form your product messaging, or how you talk about your products and their unique selling proposition (USP).
Analyze Your Competitors
Once you have an understanding of your target audience, you should begin to analyze your competitors.
First, analyze what your competitors are doing both on and off Amazon. On Amazon, see what products are listed when you search for products similar to yours. Take note of how they describe their products and what words or phrases they use.
Don’t forget to look at their reviews and take note of customers’ pain points and how they talk about the products. Think critically about ways to make your product descriptions better than your competition’s.
On Google, search your competitors’ brand and product names to see what they are doing elsewhere. Its also a good idea to look for content on social networks like Facebook, Instagram, and even YouTube as well as online retailers selling products similar to yours.
Create Your Keyword List
At this point, you should be ready to begin creating a list of keywords. Start by listing out all potential keywords. Use the knowledge you’ve uncovered through the audience and competitor analysis to think of keywords your ideal customers are likely to use.
Once you have a list of possible keywords, you can begin to organize and curate your list. It’s a good idea to prioritize your keywords using a number of keyword tools. Consider using:
For more Amazon keyword research tips, check out Tips for Effective Keyword Research.
Write It Out
Armed with a solid list of keywords, you can begin to write your product description and product features. If you need help making sure your product listings fit their guidelines, visit the Help Center for Amazon Sellers. Here are a few things to keep in mind as your write your Amazon product descriptions to ensure they convert:
Don’t Keyword Stuff
Amazon operates on keywords rather than key phrases so you only have to use a keyword once. Keyword-stuffing with repetitive keywords will not strengthen your listing. While it will not hurt your listing, you should avoid taking up valuable space with repetitive keywords when possible.
Grab Attention in the Product Title
Your title should include your product’s main features with enough detail to capture customer’s attention. Under 250 characters (including spaces), make sure to include product-identifying information as well as any unique selling points to differentiate yourself from competitors. Do not use promotional phrases, such as “free shipping”, or special characters for decoration.
Expand in the Features Section and Product Description
You should focus on the benefits in the Features section. You can use up to five bullet points with 150-200 characters (including spaces) per bullet. Any additional information you can’t fit here can be added to in the Product Description section further down the page. Keeping under 2000 characters, this section calls for your product’s essential information, such as technical specifications, type of material, key features and unique aspects.
Include Backend Keywords
Put the most important information or keywords first in the title, then the bullet features and product description. Any keywords you can’t fit here can be added to the Search Terms categories on the backend, like “intended use”, “target audience”, “other attributes”, and “subject matter”. It’s a good idea to use keywords that are synonyms, hypernyms, popular abbreviations or spelling variations of other keywords you’ve included. Wherever possible, enter the phrases in the logical order of search.
Incorporate Proper Format and Style
Amazon has very limited options when it comes to HTML formatting, so there is not a lot of flexibility with styling your listing. Familiarize yourself with Amazon’s product page style guide to make sure your product listings fit the guidelines.
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