How to Optimise Your Amazon Listing for Improved SEO

DSM Digital School of Marketing - seo

If we want to be technical, optimising your Amazon listing boils down to visibility, relevance and conversions. Putting that simply, we want people to see your product listing, click on it, and buy your product. Want to make your Amazon listing stand out from the masses? Here are four areas to improve.

1. Amazon Title Listing

The title of your product listing is make or break territory. Choosing the right keywords and the best order to put them in can impact who’s going to see your offering. Amazon suggests that the keywords in your title should include your:

|Brand |Product line |Material/feature |Product type|Colour |Size |Packaging/quantity|

The importance of your keyword order is highlighted when the number of characters allowed in your title comes into play. Organic results usually have between 115-144 characters, while titles that pop up in advert spaces or on mobile platforms have between 30-63. You need to ensure your most relevant keywords are first, so customers will see you and find you. Using symbols (&, |, /) can save characters and break up a chunky title.  Additionally, leading with your brand name is likely to legitimise your product listing compared to other everyday listings.

2. Product Bullets

These extra bits of product information are perfect for using keywords you couldn’t fit into your title. They may not directly influence your ranking but they can impact your conversions and relevance. It’s a good idea to mention products that yours is compatible with and whether you offer a warranty, to widen your search matches. Testing the order of your bullets can help you find the one that works best for you.

3. Product Descriptions

Product descriptions are thrown in there with bullets – they don’t impact your ranking but they can improve how effectively search engines index your listing. Utilise your keywords but talk to the customers you want buying your product. Tell them a story about your brand, look to engage with them directly and use a call to action which tells them precisely what to do.

4. Backend Search Terms

All the keywords you have leftover that you couldn’t place in your title, bullets or description can be inserted into your backend search terms. Plugging your listing with too many keywords can be problematic (penalties included, yes), as it looks messy and people are smart enough to see what you’re trying to do. You also don’t need to repeat your keywords twice here, once it’s in, it’s in. It could be a good idea to add some misspellings of product-related words – we all make mistakes, but you could benefit from them.

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