But Amazon isn’t a search engine, so how can you optimize your listings for ‘search engine optimization’?
Well actually, Amazon works in the same way that google does. Amazon organizes its listings based on keywords, so that your product can reach shoppers looking for alike items and here are 3 strategies you can undertake to improve yours:
1. Product title optimization
Although you don’t want to run the risk of overdoing this, it is important to get as much information as possible into your title so that it is clear enough for the searcher to understand what it is your product sells. It is a good idea to describe your product and use as many keywords as possible. Whilst thinking about your product, try to imagine what words exactly your target audience may use to search. For some great examples of product titles check this article at Webfx.
2. Image optimization
Having the right product images are fundamental to a successful Amazon shop, as they are the main driver for clicks, and if Amazon users are not clicking on your listing… then guess what, you aren’t selling. If your product is clicked on more frequently, the amazons ranking algorithm will push your product higher up the top of the next search list.
Not only do you need hi-res imagery, but it is recommended your product is pictured with an all white-background, and that you take advantage of the 8 pictures you are allowed for each listing.
3. Keywords & backend keywords
Keywords are… words that are key to your purpose. Which today, is selling your products on Amazon. Adding the key features of your products into your product description seems obvious, but lots of sellers miss this. Do you have a target age range for your product? For example, if this is a children’s book, which age is it suitable for? The keywords to include for this listing will be ‘Ages 10-12’ or ‘Ages 4-6’. Are there any allergens or advice that needs to go with your food/beverage product listing? Include the keywords ‘Nut free’, or ‘vegan friendly’ for example, as this will engage a wider audience who otherwise will be buying from your competitors who have a neater description than you.
Although keywords are vital, you don’t want to go overboard with words that don’t necessarily suit your product description. This is what backend keywords are for. These hidden search terms can be added to a product listing to boost its visibility. For example, do people commonly misspell your product? Put the misspelling into your Amazon backend so your product still reaches your less literate audience. Or what if you are selling a shampoo, you may do well to add ‘conditioner’ into your backend, because customers buying conditioner may also be interested in your shampoo too.
Find out your best keywords and how to add them onto your product here.