In our previous blog we gave you some tricks for preparing for Black Friday. One item got people more excited than their favourite beard comb: Amazon SEO. We thought that we’d take a deeper dive into the topic and expand on tips for selling beard products on Amazon.
Just so we are on the same page, here is a quick rundown of an Amazon product listing:
- Product Title
- Product Images
- Key Product Features
- Product Listing Description
- Amazon Product Reviews
- Amazon Product Rating
Each component gives you a chance to improve your Amazon Search Engine Optimization (SEO). And yes, Amazon is a search engine. IN fact, it is a bigger search engine for e-commerce than Google. Just look at these numbers from a Jumpstart report:
- Amazon has surpassed Google for product search - 54% of product searches are on Amazon
- Ranking high in Amazon’s search results pays massive dividends. Placement within the top 3 rows of search results accounts for 47% of product views.
- 5 percent of all retail sales in the U.S. are on Amazon
Improving your Amazon SEO will better improve your odds of getting your beard oils and balms in front of potential customers.
How Amazon’s Algorithm Works
Amazon’s mission is simple: make customers happy. In order to accomplish that they must match the right products (at the right price) to a user’s search.
Enter their A9 algorithm. It is built on three main areas of selling measurements: Conversion Rate, Keyword Relevance and Customer Satisfaction. Basically they want to make sure they get products sold and keep their customers using the site - the foundation of this is using keywords that match the search query.
Now that we understand how it works, here are 7 tips for improving you Amazon SEO and helping you sell more beard products.
Do Your Research
As we just discussed, the foundation of Amazon searches is keyword -making it the perfect place to start. It is far easier to rank higher in the listings when your title, bullet points, and descriptions are optimized with the right keywords.
Here are some places to find keywords:
- Look at what words your competitors are using
- Amazon keyword tool like Magnet, Ahrefs, or Keyword Tool are all helpful to build a list.
- Find long tail keywords with a free tool like Sonar
Optimizing Your Product Title
Your product title is probably the most important element of Amazon SEO. You’ll want to put the most relevant keywords for your product in the title.
Make sure to place your most relevant keyword first. It accomplishes two things: ensures that people always see your most important keyword and it helps your listing appear in the most relevant search results.
When you are writing your title, remember that you are talking to a real person, not a bot. So even though you are placing keywords, make sure that it is readable, appealing, and logical for searchers.
- Key Features
Bullet points are easy and quick to read. They are scannable, allowing customers to quickly get a sense of the benefits of your product.
Here are some quick tips for writing a features:
- Keep each bullet point/sentence short – between 15 to 25 words
- Lead with the features and benefits to the customer, it’s about what’s in it for them
- Given them a reason to believe that your product is something they need
- Use language that you would use if you were speaking to someone that was standing right in front of you
- Remember to use your target keywords where it makes sense.
The key features and product title are at the beginning of the customer journey. You want to make sure that it is a good experience. It will ensure that they get the product they were expecting, purchase it, and increase their likelihood of giving you a good review. A higher conversion rate and better review boost your rankings with Amazon’s algorithm - so start the journey the right way.
Get an A+ With Your Product Listing Description
Get full marks on your Product Description with Amazon’s A+ content. A+ content blends detailed product descriptions, rich images, charts and storytelling to create a visually appealing journey for your customers - it’s good for sales too.
According to Amazon, A+ Content has the potential to increase your sales by 3-10%. More specifically, adding more visuals and copy to your product listing can result in:
- Higher conversion rates
- Reduced return rate
- Better reviews
In contrast to the product description and page title, A+ Content is not indexed for SEO on Amazon. But it is still important in driving your conversion rate and boost your reviews which, in the end, helps with SEO.
This topic deserves its own blog. Here is a full description from tinuiti that we have found helpful in building A+ content.
Respond to Negative Reviews
Reviews matter. We’re going to focus on the bad ones.
Unfortunately bad reviews are a reality. It’s about how you respond to them that matters. When you address any issues, like offering to replace damaged products or respond to questions, you’ll let potential customers know that you care about their satisfaction. Looking at the bad reviews also lets you know if there is a recurring problem that you could address.
Backend Search Terms
Backend terms are invisible to customers but are indexed by Amazon’s algorithm. They are an important part of an SEO strategy. They a great place for including:
- Some common misspellings
- Different measurement versions
- Keywords you were unable to fit into your title or description
- Translations of your key product words into another language
Price, Price Baby
Every word we have written about does not matter if you ignore your price point. When searchers are looking at similar products, cost is a key deciding factor. Make sure your price is competitive.
There you have it. Take the time to enact these tips and you should see a boost in your Amazon sales. SEO is daunting. Start small. Make changes over time, eventually you will have a full optimized listing.We want to hear from you. Were any of these tips particularly successful? Did we miss anything? Let us know.