What exactly does it mean for your Amazon product listing to be fully optimized? And why does it matter?
Every aspect of the product listing page can be seen as an optimization opportunity:
Product Titles.Descriptions.Tips.Images.Keywords.Vital Product Information.Additional Manufacturer Information.Reviews.And everything else on the page.
It’s not just about making sure visitors have enough information to make a buying decision or even being persuasive with those elements to increase sales (although that’s important).
The content on these pages also contributes greatly to the ranking of your product listing in Amazon’s search according to their A10 algorithm.
As with Google, most Amazon shoppers don’t make it past the first page of results. Therefore, a higher ranking means more visibility of your product with buyers.
Amazon product listing optimization should continue, but the following are the must-haves to start (or continue) in the right direction.
1. Optimizing Your Product Title on Amazon
An optimized title for your product helps both text match relevance and click-through rate (CTR). Considering that both are important factors in ranking, this makes it one of the most important elements to optimize.
Buyers will read your title on the results page to see if your product matches what they’re looking for. You want to be specific here in your description to ensure that your product details page has a high conversion rate for the A10 algorithm.
Here are some tips to make sure your headline is optimized:
Include your keywords and keep them at the beginning. Avoid all capital letters but capitalize the first letter of each word. Review category-specific guidelines for length. Also consider mobile breaks. Do not use symbols.
2. Use of images on the product detail page
No matter how important the title is, sales will be close to zero if you don’t have an image. But bad images can be just as damaging to your sales.
The brain processes images exponentially faster than words. Attractive photos often make the difference between a buyer choosing your product over a competitor.
As advanced as smartphone cameras have come, professional photos still make a difference. This is often due to the capabilities of the person behind the camera rather than the hardware.
The most important image is your main image. This is what buyers see in search results. This should be your product on a white background, showing exactly what the product looks like. The right image here will lead to a higher relevant CTR.
In addition to the main image, you’ll want a mix of infographic and lifestyle images:
Infographic images they allow you to include text in your images that highlight the benefits or certain features of your product. Lifestyle images show the product that is actually being used. This helps potential buyers imagine what it would be like to own the product.
Pay attention to demographics for both infographics and lifestyle photos. Buyers will identify with people like them and it will make your product more relatable and appealing.
3. Optimize your points
There are points to highlight and provide quick information to buyers. You must be descriptive and provide strategic information to assist in purchasing decisions and differentiating factors.
You want to keep your points clear and concise. You don’t need to fill keywords and provide keywords here.
Many shoppers are in a skim mentality and are looking for quick, easy-to-digest information. That’s why we also recommend capitalizing the first letter of the word and keeping the total number of characters under 1,000 for the five dots.
Try experimenting with emojis at the beginning of bullet points. This can help draw the eye even more and provide a visual aspect that aids text and comprehension.
4. Optimization of the product description
This is where you can provide detailed information about your product and its features. This information can help reinforce the features and uses of the product. It also provides an area for product information that is not found in other areas.
Any relevant details about the product should be mentioned here. This includes:
Brands.Sizes.Materials.Colors.Quantity.
While your product description is important, when you have an A+ page, it can take a back seat to the enhanced branded content available.
5. A+ content
Amazon trademarks can take their product descriptions to the next level with A+ content.
A+ content allows sellers to add additional images, text and videos to product detail pages. This even includes competitor comparison charts.
The content here instantly grabs the buyer’s attention and makes all the product features easier to explore.
Additional content also helps proactively answer questions the buyer may have.
All this will lead to an improvement in the conversion rate.
Putting it all together
All the different elements of the product listing page work together on Amazon. Missing any will make your product listing look incomplete and hurt your sales.
Not only does losing sales hurt your bottom line, it hurts your ranking on Amazon. Well-optimized products sell more, and Amazon rewards high-converting sellers with higher rankings.
By combining everything, you can take advantage of the A10 algorithm and increase your sales and visibility on Amazon.
The opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.
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About the author
Evan Facinger is a digital marketer with 15 years of experience and is the Director of Sales and Marketing at The most important media, a full-service digital marketing and web development agency. Evan has a solid background that includes; Amazon Optimization, Search Engine Optimization (SEO), Conversion Rate Optimization (CRO), Marketing Automation and Pay Per Click Management. He has helped hundreds of clients achieve their business goals through digital marketing.
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