If you’re not completely happy with your sales and you suspect there’s something you can improve in your Amazon listings, then you’re probably right.
Gut instinct is sometimes the wisest business advisor.
The first thing you can do is optimize your content with Amazon SEO keywords and enticing copywriting for a higher organic ranking and more conversions.
Ok, so what does this mean?
Amazon is known as one of the world’s largest retailers, but it’s also a search engine (like Google). Buyers type in the products they’re looking for and Amazon uses a complex algorithm to show them the most relevant results. People click on listings and after going through the Title, Bullet Points, Product Photos, and Product Description, they decide to buy or NOT to buy.
"So, it's a buyer-based platform." Bingo!
Each listing section is very important because they all work together to close that sale you’re after. The better they add up, the more visitors will buy from you.
"Nobody reads the Product Description." Myth or Truth?
It’s often said that most people don’t even read the product description. Maybe. In this case, you only have the Title and the Bullet Points to convince your future buyers. Fair enough.
But then, what if they need more info and they scroll down to the product description to find nothing there. Besides, why waste 2000 characters? That’s a free ride given by Amazon - you get to describe your product better, and use all the SEO you can while doing it. Why not make the best of this?
#SEOExpertTip: write a kick-ass Product Description as it’s a small but important step in your listing optimization.
The magic wand of optimization
Now let me share a secret: even if your product won't become a best seller overnight, optimizing your Amazon listings will pay off by helping you convert visitors in the smartest, non-intrusive way. How come?
1. It will boost your sales (revenue)
2. More sales, more traffic (Amazon “encourages” listings with a higher conversion rate).
Now you step in. Once people land on your listing, you have to give them the best possible content – yes, THE OPTIMIZED content that will turn them from visitors to buyers.
No matter what needs, goals, and budget you have, an optimized Amazon listing will rank your products (and sales) up high! That is for sure.
Ok, so let's get this done.
Are you ready to pump some Amazon search ranking into those listing of yours?
STEP 1. KEYWORDS
The first step towards maximizing your Amazon listing conversion capacity is to use the most relevant keywords. Keyword research is 80% of the job.
Accidentally forgetting to include a few vital keywords in your listing can harm your chances of being listed in the top search results. The smarter and broader is your SEO keywords use, the higher your exposure to potential buyers.
Sometimes, the difference between “sale” and “no sale” is in a keyword. As simple as that. SEO Keywords help Amazon figure out what’s your product about. When people type in “disco ball” in the Amazon search bar, if you sell disco balls and you used these keywords in your listing, Amazon will display your product in the customer’s searches list. If the listing is convincing, coherent, and powerful enough, they’ll buy the disco ball from you. If not, they’ll simply leave as they arrived, and they’ll take their credit cards with them - to your competitors’ page ☹.
Your "cure" is a perfect balance of SEO/search terms/keywords and persuasive texts (Title, Product features, Product description). Or, keywords density meeting excellent readability (as I previously said in another article on this blog: Write for humans, not robots)
Not spending enough time on optimization [or paying someone to do it for you - yup, you can hire us and save time, #JustSaying ;) ] is just like throwing money out of the window. There’s nothing wrong with that (just tell me where your window is).
Then think about it this way: optimization is a small investment that will generate profits in the long-run. If you’re either launching a new line-up or you want to boost your sales, maximizing your listing’s potential is a necessity. The sooner you take action, the faster the search engine results will show up.
A few TIPS for your SEO and Keyword Research:
Go to Amazon and use it as a buyer. What would you type if you’d be looking for your product? You’ll notice Amazon is ready to help by suggesting more target keywords. Jot them down in an excel spreadsheet.
Let’s say you sell snorkeling gear. By simply typing “Snorkel”, Amazon will already suggest keyword ideas like “snorkel set”, “snorkel mask full face”, “snorkel vest” for you. So that’s what people who are into snorkeling need and that’s what they search on Amazon.
You can also pick up a few suggestions for Google (or other search engines) via Google Keyword Planner, but always remember Google is more general. Amazon is your marketplace. That’s where your shoppers are and that’s where you’re selling.
Sneak a peek at your competitors. You’re after the same snorkeling enthusiast’s credit card after all. Pick up the top sellers and the ones who have many reviews, copy their listings’ titles in a word doc and take a good look at them.
You’ll start to notice the most relevant search terms yourself, for instance, “snorkel set” is a good keyword, as well as keyword phrases “diving mask” “diving set” “trek fins” “flippers” “silicone mask” “snorkeling set”. These are the main keywords you’ll have to add to your excel spreadsheet.
Wanna find the best keywords for SEO that take your keyword analysis even further? You can always use free tools like Keyword Tool (as you can see below, they already found 145 keywords based on “snorkel”. Not too bad, eh?) or KWfinder.
OR, if you can spare some dollars, you can go pro and use tools like Merchant Words or Helium 10. They'll help you find keywords and display their monthly volume as well. The difference between them and a free keyword tool is that Merchant Words will give you 4368 keywords only for the US. It’s up to you how deep you want to dive into this keywords research. (The numbers indicate the Monthly Search Volume for the chosen keyword - "snorkel" in our case).