Have you ever wondered how buyers find your products on Amazon? And wanting to learn more about creating Amazon product pages that really sell? One of the most important aspects of creating new listings on Amazon is to make sure that the buyer can actually find your product. I know that sounds obvious, but do you know how to make that happen? Let’s take a few minutes to go over some Amazon keyword tips to help you optimize your Amazon product page.
Informative Product Title – but not spammy!
When buyers are searching for an item on Amazon, they are more likely to start by typing the keyword of that product in the Amazon search bar, rather than filter through the categories section. Product title is surely the most critical place to include keywords. One important thing to note is that Amazon has implement a 200-character title maximum for all categories, your items will not be found unless you’ve shortened the tile to less than 200 characters. Also since product title is the first source of information that customers see, it is important to incorporate the following attributes in product titles:
– Brand and description
– Product line
– Material or key ingredient
– Quantity (if there is more than one)
Products with clear and informative titles are more likely to get higher click-through-rate and ranking. Moreover, this will increase your product visibility on Amazon and your product will possibly be listed on the first page of Google’s search results page, which provides a direct link to your product. This can benefit you in both the Amazon and Google search results world. You can utilize easy tools like Google’s Keyword Planner to see what keywords are being searched for on Google and incorporate those into your product’s title. However please be careful not to include long-tail SEO keyword in the product title, as it will be penalized by Amazon. Try to keep the keywords of your product title relevant to the actual product itself.
Compelling Product Description – don’t have to be unique
Unlike Google, Amazon just wants high quality content that is relevant and compelling. It doesn’t matter if it’s copied from somewhere else, as long as the content is easy to read and can provide standard buyer experience. So why not take advantage of your product descriptions to plug in your product keywords and get your products found. Anecdotally, the bullet points seem to be more influential on search rankings than the description  and it can effectively draw attention. You get 100 characters per bullet point, so make sure the words are appealing. Here are some tips:
– Highlight the top 5 features
– Reiterate important information from listing title and description
– Incorporate SEO keywords
– Include relevant and compelling information
– Do not include price or promotional content
– Do not include ending punctuation
On top of the 5 bullet points, you get 2,000 characters to describe your product. These should be the exact same keywords or phrases that you are using in the Amazon product listing’s title. You can further expand your bullet points in more details which helps your customers.
Optimize Backend Search Terms – with long-tail SEO keywords
This is where you can put your other keywords that didn’t fit in. These search terms are not viewable by buyers but will get indexed by Amazon just like the terms in your title and description. This is a great place to type in your long-tail SEO keywords and include some frequently used keywords in your niche, e.g. other language, extra product information, commonly used misspellings, or local slang. It allows you to put in extra 5 lines of 1,000 characters each, which is a great opportunity to add more keywords that will hopefully lead to more traffic. One thing to note is you don’t need to duplicate keywords in your listing. Once a term is typed in the title, bullets, or description, you don’t need to repeat that in your backend search terms . Although backend search terms are not required by Amazon, the backend information is essential in the keyword search optimization.
Amazon is a huge search engine when it comes to searches for products, and keyword searches are important determinants of your selling success on Amazon. Remember to review your keywords frequently and follow these simple tips to optimize your Amazon listing page.