This article was originally published on Forbes.com.
Most Amazon shoppers never make it past page one of the search results. So as an Amazon seller, it’s critical for your product listings to rank highly in the search results for all your most important keywords.
Luckily, there’s a way to consistently edge out your competition and make your products more visible: by fully optimizing your Amazon listings. Here’s everything you need to know about Amazon listing optimization and the best practices you can use.
What Is Amazon Listing Optimization?
Amazon listing optimization refers to the process of tailoring your product listing so that you rank as high in the search results as possible. Your product rises or falls in the search results depending on the way you build the front and back end of your product listings. Page views and conversions also play a major role in where your product will rank in the search results.
Consistent Brand Patterns
To optimize your product listing, the first thing you’ll want to do is make sure that every one of the following brand elements follows the same pattern. Consistency makes your brand seem more legitimate to buyers and it also boosts brand recognition.
While all your images are important, there’s a strong argument to be made that your main image is the most important. The quality of your main image often determines whether shoppers click on your listing in the first place.
Your main image should be a crystal clear, high-resolution image of your product on a white background. The image should be a minimum of 1,000 pixels by 1,000 pixels so shoppers can zoom in on the image.
Aim to create a “scroll stopper” main image — one that’s so compelling, it’s able to stop a shopper scrolling through dozens of listings and eagerly click into your listing to learn more.
As for your other images, they should show off your product details in the form of infographics, lifestyle photos and product photos from different angles.
Your title is another major factor in optimizing your product listing. It needs to entice the buyer as well as include the relevant keywords for your product. The keywords should be strategically included so the algorithm understands what shoppers should see your product listing.
If you’re launching a new product, you may want to choose keywords that aren’t as competitive. Even though this may result in a lower search volume, it will also give you a smaller and less competitive playing field in which to stand out.
Bullet points are an excellent way to convey quick and easily digestible information to the buyer without forcing them to read a dry block of text. Optimize bullet points by addressing specific concerns:
- How will this product benefit them?
- What sets you apart from competitors?
- Is there a common fear you can assuage?
- Does it make a good gift?
- Do you offer a guarantee?
Bullet points are another aspect of product listings that are highly indexed by Amazon’s algorithm, so be sure to include relevant keywords.
Your product description should not be a carbon copy of your bullet points. This is an opportunity to create a captivating description that goes into more depth than what you can capture in a bullet point. It also builds the trust of the buyer by showing them that you took the time to fill out each part of the listing. You can optimize your product description by going into greater detail about the history of your brand as well as the features and benefits of your product. And don’t forget to use more keywords, as this will also factor into the algorithm.
Amazon has an A+ Content feature available for sellers with Brand Registry. It’s an incredibly powerful way to set yourself apart from competitors and quickly build credibility with shoppers. According to Amazon, A+ Content can potentially increase sales between 3%-10%, so it’s worth using. You can create an A+ description with eye-catching images and text, showing off your product’s key benefits with pictures and graphic visuals. This will grab the attention of your buyers while at the same time informing them about your product.
The last thing you can do to optimize your Amazon listing is to use back-end keywords. Back-end keywords are invisible to shoppers, but they have a profound influence on the Amazon algorithm. This can allow you to use keywords that wouldn’t fit into your product description or title, such as keywords in another language.
Properly optimizing every aspect of your Amazon listing is not easy, but it will have a profound impact on your sales. By following these tips, you’ll be on your way to creating listings that are more discoverable in Amazon’s search results and more effective at turning shoppers into buyers.