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How to ensure a business has millions in turnover and a queue of buyers? Maybe the secret is in the quality of the product or the right logistics. Or a competitive price and advertising budgets?
Of course, all these factors are important. But the FIRST and main rule of success on Amazon is a high-quality and well-optimized listing .
The tips in this article will help you:
improve product visibility in search;
attract quality traffic;
increase CTR (click-through rate, i.e. the ratio of the number of people who saw the advertisement to the number of those who clicked on it);
increase conversion (= number of purchases).
Simply put: by using our recommendations, you will improve the on page seo service quality of your listing, which will immediately affect the number of orders and your sales revenue.
1.1 What is a listing?
The word comes from the English "list" and is used in many contexts. In particular, this is the name given to the procedure for admitting securities or a new cryptocurrency to the stock exchange.
On Amazon, a “listing” is understood as a set of information about a product: name, description, digital content (photo/video), characteristics. You could say that it’s like a product card in an online store. But with a small amendment: the listing can include offers from hundreds of sellers, not just yours. This happens when you sell a product that is already presented on the site and you are NOT its manufacturer and do NOT have your own brand.
For example, sellers from different parts of the world want to offer this Logitech keyboard. Duplicating listings is strictly prohibited by the rules of the site, so we see only one "product card" and 14 offers for it.
1.2 How to create a listing on Amazon?
In essence, Amazon listing optimization is very similar to SEO, i.e. promoting a website to the top of search results.
Both “optimization” options use keywords (user queries) and other digital marketing tools. The main task is to lead the visitor to a purchase by answering his questions and dispelling possible doubts. To do this, it is important to comply with several basic conditions:
Selecting the right keywords + placing them correctly on the page.
High-quality photo and video content.
An attractive description that reveals all the benefits of the product and contains a USP (unique selling proposition).
Naturally, the seller's rating, quantity and quality of reviews are also important to the buyer. And the platform's algorithms will "pay attention" to the number of bounces (how many users leave your page without buying anything), delivery speed and other factors. But if we consider optimization in a broader context, the article threatens to turn into a scientific tome. Therefore, we suggest going over the basics.
Part 2. Working with keywords
Let us recall that keys are words, phrases and word combinations that the user enters in the search bar. And if they are present in the description, the platform algorithms will show your product to the potential buyer. That is why it is so important to devote maximum time and attention to their selection and implementation.
2.1. Search for keywords
Amazon's guide recommends using the autocomplete feature in the search bar for this purpose.
This method is quite effective, as it allows you to start from popular customer requests and at the same time analyze how competitors work with them.
It is also very convenient to search not only for full phrases, but also for “tails” — individual words that specify the topic, reveal the purpose of the product and its characteristics. In this case, the “tails” will be the words highlighted in bold.
However, a more practical (in our opinion) way to find keywords for listing is to use third-party programs and services.
For example: Google Keyword Planner, Keywordtool.io, Junglescout, Ahrefs, MerchantWords and others. With such analytics, you will get a deeper summary and will be able to find out the number of requests for a specific keyword, segment keys by geographic location, etc.
2.2 Where to use keys
We will use keywords for the page title, in the list of features/benefits (bullet), in the product description (description) and in search terms (settings hidden from other users).
In each case, they should be organically written (not conspicuous) and correspond to the meaning. It is desirable that the main keyword always stands at the beginning of the sentence: start the title with it and write it in the first lines of the description.
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發表於 2024-11-10 11:26:33