Amazon Search Engine Optimisation (Amazon SEO) is an emerging discipline. Early adopters of the practice are already seeing their products ranking top in Amazon, capturing the bulk of the sales for their categories and raking in huge profits. Given the continued expanse of Amazon’s reach in Europe and beyond, investing in your Amazon presence now can reap serious rewards.
Arthia, a UK Amazon Agency have compiled a list of tips for optimising Amazon listings on their blog. We’ve taken their tips and created a simple checklist you can use to health check your Amazon listings.
Check #1 – Do You Encourage Feedback and Reviews
The quality, quantity and ratio of good reviews bolster your Amazon SEO rankings. But many businesses don’t think to chase their customers to leave a review after receiving their goods when they’re at their most happy.
Here are three quick ways to boost your chances of getting reviews:
- Personalise an email to your customers asking them kindly to feedback and leave a review on Amazon. Remember, not every email needs to be unique. You can use mail merge or CRM software to change names and purchase details, whilst keeping the rest of the email the templated for speed!
- If you fulfil your own orders, then create a unique and eye catching insert to include inside your packaging that asks the customer to leave a review for you. Don’t offer financial compensation or discounts in exchange as this could be seen to be breaking Amazon’s rules.
- Use the Request Review button in your merchant centre to prompt Amazon to contact the buyer directly on your behalf. Every order has this option, and an official Amazon email directly to the buyer’s inbox may be more effective than tips 1 & 2.
Check #2 – Are your titles concise and well optimised
Your product title is one of the primary ranking factors for Amazon SEO. Getting it right needed be a nightmare. You have up to 250 characters to work with and whilst you should focus on using the right keywords, there are also other considerations that Amazon look at when its algorithm scores your product.
- A capital letter at the start of each word, excepting articles and prepositions etc
- Using numerals rather than spelling out numbers (e.g. 3 not Three)
- Being concise and keeping the title short (aim for 80 out of the 250 characters)
- Using large blocks of capital letters, or capitalising entire words for effect (e.g. DISCOUNT)
- Using words on it’s restricted list(s)
- Adding information about product variations to parent level titles – these must be at child product title level only
Check #3 – Customer focused product descriptions
Whilst keyword usage is important in product descriptions, Amazon look at more than just this for ranking signals. Amazon is looking for good quality content that helps potential customers become paying customers and you have 1000 characters to use to demonstrate this. If your content is helping people to buy, then you’ll stay at the top and enjoy more clicks (and more sales, and so on…)
Some things Amazon loves to see in your product descriptions include:
- Concise bullet points to break up large blocks of text. This is far more user friendly and saves the potential customer both time and energy in absorbing the key information.
- Describe the benefits of the product as well as features. A product is more than just a list of functions and aesthetics. Products also solve problems, and it’s HOW exactly your product can solve these problems that your customers want to hear about.
- Keep the customer persona or profile in mind through out. This means, if your product is most likely to appeal to home-owners in their mid-forties, you should use language that appeals to that demographic.
Check #4 – Are you using killer keywords?
It’s easy to select some keywords at the start of your journey and leave it at that. But to remain competitive, you’ll need to review your keywords constantly. Some short cuts to finding winning keywords include:
- Reviewing the best sellers in your chosen categories and copying the keywords they use in their titles and product descriptions, using these keywords in your titles, descriptions and “back end” and “hidden” keyword fields.
- Use Amazon’s suggested searches to find related words, e.g. Amazon suggests commonly associated words to go with “driving lights” includes: 4×4, for cars and spotlight.
- Engage a specialist Amazon Agency to do Amazon keyword research. Amazon consultants will have many different methodologies for uncovering keywords beyond just these tips.
- Use a reverse ASIN tool to automatically uncover those keywords. There are many paid and free tools out there.
- Use the keywords that “commonly bought with” products are using. This gives you a chance to appear alongside those products in other searches.
Check #5 – Ensure you’re using all available Image Slots
Another key to Amazon SEO success is how you set up your product images. Your lead image is best optimised to fill approximately eighty per-cent (80%) of the white space in the perfectly square box it should be presented in. Your other 11 images (secondary images) should be a good mix of pictures, for instance:
- The product from different angles
- Size comparisons
- The product in use
- The product in its packaging
You can also overlay your secondary images with text and additional information, allowing you to get key selling points across via yet another avenue.