Breaking Down Amazon Listing Optimization

Every Amazon seller wants to know how to optimize their product listing. Product copy is extremely important. To hit sales targets, you need to get Amazon listing optimization right. Content helps buyers understand the details of your product. And more importantly, it determines how visible your product is to those searching on Amazon.

When it comes to search visibility, here’s what you need to know. Say you’re selling a trash can, and you use the keyword trash can. But you never incorporate the term garbage can. When a buyer searches for garbage can—the word you didn’t include—your product doesn’t appear in their search results. Not because your product isn’t relevant but because you didn’t put that term in your listing. Without a wide enough variety of keywords, you lose out on potential buyers and potential sales.

Including a variety of relevant keywords is vital to your visibility. Basically, your product won’t appear on page one for a keyword that isn’t included in its listing. So, what’s the key to Amazon listing optimization?

Finding the Right Keywords

It’s all about finding the right keywords and being strategic with keyword placement. Strategic placement of a wide variety of keywords improves your chances of indexing and ranking for multiple keywords, not just the obvious ones. This makes your product much easier to find in a crowded marketplace and can also improve your conversion rate.

Using Keyword Research, you can find the most comprehensive set of keywords that are relevant to your product. You’ll see a lot of different metrics for each keyword, including exact and broad search volume, search volume trend lines, and three different scores. You can read more about what each score means here.

We recommend sorting by Priority Score first to get a good list going for your product. Priority Score will show you the most relevant keywords with the highest volume first. Use the checkboxes along the left-hand side of the results table to select the keyword phrases that apply to your product. Then copy the keywords to your clipboard.

Paste your list of keywords into your document of choice, and then go back to Keyword Research. This time sort the keywords by Opportunity Score. Look for high volume words that have a score above 700. Copy the terms that you find to your clipboard, and paste them into your document too.

Expand Your Visibility

Before you begin writing, you should know that Amazon’s search algorithm values unique keywords. This is different than Google SEO, which prefers pages that repeat on one or two main keywords. But on Amazon, having a wide variety and less repetition is the most beneficial approach.

When you construct your Amazon copy, you will naturally repeat some keywords. But if you focus on using a wide variety, you will expand your visibility. Not every shopper will use the same search term, so including a variety helps put your product in front of more buyers.

Once you use a keyword, don’t worry about using it again. For example, if I’m writing a title for a first aid kit, I might start out like this:

Travel First Aid Kit

Now that I’ve used first aid kit in the title, I’m not going to use it again. But if I want to capture the keyword phrase first aid kit for car, I can simply add for car to my title and include the whole phrase.

Travel First Aid Kit for Car

But what if I want to include the phrase first aid kit for kids? Ideally I would use for kids somewhere after the term first aid kit to maintain the phrase order. So for example, with the title I’m building, I might do something like this.

Travel First Aid Kit for Car: Emergency Kit for Kids

Notice how first aid kit and for kids are still in the correct order. You can get the most ranking power when you keep a phrase completely in tact, but you’ll have to make choices about which phrases to maintain and which to split up.

Focus on Amazon Listing Optimization

These difficult choices are why creating an optimized listing that’s still easy for your customers to read is so difficult. And it’s why we offer our copywriting services. Depending on what stage your Amazon business is at, you will want to outsource the actual writing of your listings to a professional copywriter.

There are a lot of moving parts when it comes to writing product copy for Amazon listing optimization. Enlisting the help of someone who has written hundreds of listings ensures these moving parts get put together in a strategic way that maximizes ranking potential.

At the same time, if you’re just starting out and trying to save money, DIYing your listing can help keep costs down. Just make sure that you’re being strategic with your keywords, especially in your title.

The title is the most important part of any listing. Amazon gives weight to the keywords in the title more heavily than anywhere else, and with each sale, the words in your title are fair game for a ranking boost.

You want to have a good combination of high and low volume keywords here while keeping them extremely relevant to your product. You want to be clear on what your product is and what its major features are without making your title a long jumble of keywords. So make sure it’s readable and accurate for your customers.

If you’re looking for all the benefits of Keyword Research but don’t have the time or skillset to write your own listing, let our team of professional copywriters do it for you. You’ll save yourself time and increase the profitability of your FBA business.  Whatever you decide, just remember to focus on getting your Amazon listing optimization right.  

 

Optimize My Listing

 

Rebecca Longenecker

Rebecca Longenecker

Marketing Project Specialist at Viral Launch
Rebecca Longenecker

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