Learning how to optimize your listings to appeal to Amazon’s search algorithms can help ensure your products are seen by those who matter most – your prospective buyers.
No matter how fantastic your line is, you won’t sell much if searchers on Amazon can’t actually find your product. When you list a product for sale on Amazon, the focus of the SERPs is on that product, not on your brand or you as a seller.
Product discoverability is one of the hallmarks of the Amazon search system and is designed to help a buyer find what they are looking for and to ensure that buyers get the most relevant results.
Meet A9, Amazon’s Search Engine
Before you can fully optimize your listings, you need to know what Amazon considers a priority – just using the same approach you use for your Google SEO won’t work.
The two algorithms work in different ways. Here’s what you need to know before you get started:
- Focus on Unique Content: Google is far more concerned about exclusive content than Amazon; since many users will already be on Amazon and actively searching, duplicate content won’t harm your results. Titles and bullet points that are very similar to another listing won’t hurt you on Amazon.
- User Satisfaction: Amazon measures results differently than Google; Amazon wants to sell products and measures revenues and margins for different searches. Amazon may pay less attention to the amount of time a user spends viewing your listing or their CTR.
- Links and On Page Optimization: Building links can boost your ranking for a regular site, but links don’t matter nearly as much on Amazon.
So noting these fundamental differences, how can you optimize your supplement listings to make sure your prospects can find them? These tips will help:
Amazon Product Title Optimization
The actual title of your product matters quite a bit on Amazon; you need to use a term that a shopper is most likely to type in when they are looking. Using compelling, relevant terms in your product listing title can help increase your visibility and ensure your items show up for buyers on Amazon.
“The number of views for a product detail page can increase significantly by adding just one additional search term – if it’s a relevant and compelling term.” – Amazon, on how product titles impact visibility on the site
Taking this into consideration, your title needs to not only relay what you have to offer, but use the search terms a prospective customer will likely input into Amazon’s search bar. You have a limit of 200 characters – and can use them all to convey the unique nature of your product and take advantage of all relevant search terms, just don’t go over. Use that 200 character limit and:
- Capitalize the initial letter of each word
- Use precise measurements and spell out words like Pound, Ounce and Inch
- All numbers should be digits – 1,2,3 instead of one, two three
- Do not use special characters, including the “&” symbol, spell out “and” instead; special characters should only be used if they are part of a brand name and would be used in a search
- Use keywords and terms that are relevant, but don’t overstuff or attempt to portray your product as something it is not; Amazon penalizes this approach heavily
“Vitamins” won’t cut it – “Women’s Vitamins for High Energy” is better, while “Women’s Vitamin Supplement Whole Foods Based Multivitamin for Over 40 and Menopause is even better. Revisit your product and make sure the key benefits, ingredients or elements that consumers are going to be looking for are listed right in your title.
Amazon Product SEO:Details Page
You have a full detail page to provide information about your product. In addition to informing the customer, this page also determines how well your listing shows up in search results on the site. Use every inch and line to describe your product as accurately as possible. Your detailed listing needs to include the key words you would use to describe your project and all relevant details:
- An Amazon-Search optimized title of up to but no more than 200 characters is the most important part of your page. Use the tips above to make the most of this valuable piece of real estate on your listing page.
- Bullet Points that provide the most important and highly searched details and should include any relevant keywords that were important, but didn’t make it into your title. While these are not as searchable as the title, they can help increase your discoverability by ensuring you are providing accurate and useful information. Stick to facts and features and add your measurements and other relevant details here.
- A compelling and accurate text description about the product, what it does, how it works and what the benefits are, incorporating your identified key words and terms. This is your sales copy, and like the bullet points, may not profoundly influence the search engine, but can help boost your product’s visibility and your listing’s usefulness to shoppers. Remember that Amazon puts a lot of weight on usability—they want and give preferential placement to listings that deliver a lot of value for consumers.
- Images, including a clear product image, photo of the label, actual supplement and other details so the customer can make an informed purchase. Clear pictures that show the customer exactly what they will be getting and showcase the features they care about most will enhance your listing.
One of the last factors that will make a difference for your Amazon SEO is your reviews. Providing the best possible descriptions, creating an amazing product and delivering as promised can ensure your consumer reviews also help drive traffic to your product on Amazon. Of course they have plenty of Amazon seller tools that assist you in every day responsibilities to use so do your research!