When people talk of favorable ranking what comes into mind is Google and to some extent YouTube, but for E-commerce marketers, Amazon is where you need to rank highest.
This is the world’s leading and largest online retailer and has an army of affiliate websites promoting its products; if your product ranks on the first page of the website’s search engine, you stand a better chance of making more sales.
So how do you go about optimizing your products for Amazon?
Below are some proven ways that will help you in this.
“To optimize for Amazon, you need to utilize the same as you would in any on-page SEO strategy, by splitting your product pages into different sections.”
Says Ric Dean, Manchester SEO Specialist at Caffeinated Projects. “This will make it easier to focus on each; product title, product description, and product reviews.”
#1 Product Title
Your product title has to capture the possible keywords that customers are looking for. This goes for all search engines and not just Amazon.
This is how you maximize your exposure; before you list your product find out which keywords are ranking high and tailor your title to fit them.
Using free online tools like Keyword Tool you can check your products name or description against what is topping the searches. Take this a notch higher by observing some best practices as laid out by Amazon;
– Don’t include misleading information or your competitor’s brand name. Lying on Amazon is a serious breach of the agreement that can make your account to be suspended or have your products removed.
– Avoid keyword stuffing. Repetition of your keywords is frowned upon and can lower your ranking. Instead, try to capture keywords in other fields of your product’s page.
– Do not include punctuation in the keywords. Instead, use single spacing to separate keywords. Having punctuations on keywords has been blamed for poor search rating by some people.
– Avoid variants, synonyms, and misspellings. The Amazon search engine captures any related words. Using such words is redundant and a waste of space which can otherwise be used for appropriate keywords.
To capture common customer queries include the following in the product title; Brand, Product Name, Key features, Size, and Quantity.
#2 Product Descriptions
With Amazon, you get to describe your product into sections; the ‘product description’ and key features (bullet points) sections. These are other avenues for you to inform customers what your product is all about. These sections also give you a chance to use keywords that did not feature in the product title. Use these sections to address what is unique about your product.
Remember it’s not just about the ratings but conversions; avoid keyword stuffing and use the space to make clients identify with your product without sounding too salesy.
Here are some guidelines provided by Amazon for these sections.
– Each bullet point should start with a capital letter.
– Do not use punctuation on the bullet points. The common mistake involves the use of full stops and commas. Fragment your sentences and use capitals for subsequent sentence on a bullet point.
– These sections should not contain any promotional materials or prices.
– Highlight the key features that will target your product demographic. This could be information on contents, country of origin, safe use, storage, contents, skill level, age appropriateness, etc.
#3 Product Reviews
Reviews provide a unique take on products and most people will use them to judge an item before they buy. These customer experiences have lately been controversial around the web and Amazon search is no exception.
This is because there has been a widespread proliferation of fake reviews on many platforms. With Amazon, the issue is of great concern since it factors heavily on product rankings.
A new product may have an excellent sales record but it’s hard to break to the first page without reviews. The idea here is to get reviews, real and positives ones for that matter.
Here are some few tips from the guys behind PuppyGeeks to help you drive up product reviews;
– Talk to your loyal customers and have them leave reviews on your Amazon products pages.
– Use a tool such as Sales Backer or Feedback Genius to communicate with your buyers and prompt them for reviews.
– Have a link button on your website or other sales platform that will allow customers to leave reviews on Amazon.
Making conversions on Amazon goes a step further than just high rankings. You need to market your products on other platforms as well for off-page SEO.
Share your products on social media to improve your exposure. Use quality photos for your products and ensure that you go through customer feedback to help you improve on your products.