According to Amazon, only 19% of customers will navigate beyond the first page of search results when looking for products. Moving your product up on the Search Engine Results Page (SERP) is one of the most powerful ways to increase your discoverability on the world’s largest marketplace. If consumers can’t find your products on Amazon, you risk being left with extra inventory sitting in a warehouse and loss of potential revenue. To prevent this from happening, we’ve recommended our top five tips to help increase the discoverability of your Amazon listings.
Demystifying the Amazon Search Engine Results Page
With the consumer always as the main focus, Amazon displays the products that they deem to have the best listings and lowest prices. Optimizing your listings is the easiest and most affordable method to increasing discoverability on the SERP and driving organic traffic.
Discoverability refers to how easily a product listing can be found on Amazon. To maximize the discoverability of your listings, you can optimize the following areas: Titles, descriptions, videos, and images. However, there are additional factors that play a huge role in product discoverability, including: Inventory, price, product reviews, relevancy, sales history, sales performance, advertising efforts, and types of fulfillment. Since there are numerous factors impacting discoverability, many of which may be out of your control, it is vital to optimize the following aspects of your listing:
The product title is the most heavily-weighted aspect of product content on Amazon, as well as the first impression customers will have of your brand when searching for products. By optimizing your product title, you can include more relevant product information as well as name variations right off the bat. For your best title content, you should consider the following: Brand and description, product line, material or key ingredient, color, size, and quantity. Include top keywords and something that adds value, like a product benefit or a key element that sets it apart from competitors. Although Amazon has algorithms, your title should be written for humans, because the algorithms will reward highly-converting listings that appeal to the actual shoppers themselves.
A service we provide and advocate for is high-quality, zoom-able product images. Regardless of the ecommerce channel, this is a best practice to represent your company well. Images influence click-through-rates on the SERP and the overall buyability of your listing. Along with a main picture, you can have nine additional images, and we encourage you to use them. The images you add to your listing greatly impact customers’ opinions of your product. Make sure the images you use are high-resolution. Show your product from different angles, zoomed in and out. Show how your product can be used by providing lifestyle images. Overall, be creative and showcase your product well.
It’s recommended to use all five bullet points in your listing. This is your opportunity to communicate your product’s value to your consumers. Most viewers skim the bullet section, so put your most important features at the top. You can use the product feature section to answer consumer questions that have come up or any objections that may surface. Be sure to mention what the product is made of; consumers want to know they’re buying a quality product. If your product solves a specific problem, be sure to highlight exactly how in a bullet point.
When it comes to enhancing search relevance, the product description is heavily weighted. Every relevant product detail should be included. Use up your character count describing what your product is, what it does, and why it’s the best product on the market in your category. Lead with on your product’s features and the benefits to the consumer, then talk about the product itself. By making your listing relatable, you can make the visitor believe your product is something they need. A storytelling or testimonial approach could be something creative you can use to catch the consumer’s attention.
Including relevant search terms within your description help you better target your customers. Amazon states, “By providing relevant and complete information for your product, you can increase your product’s visibility and sales”.
Back End Search Terms
To properly optimize your back-end search terms, you want to ensure your main Amazon keywords are in at least your product name, bullet points, or description. It’s important to use variations of words consumers might search when searching for your product. For example, if you sell garlic presses, you’d want to prioritize putting popular keywords like ‘garlic mincer’ and ‘garlic squeezer’ into your listing. You can include as many search terms in the back end, but, do not include competitor names or products. In your back-end search terms, you should eliminate all duplicate words. If the word is used once within the listing, that is enough for Amazon’s algorithm to detect.
While the ins and outs of the Amazon SERP can be confusing, optimizing your title, images, description, product features and search terms based on what your consumers will be searching for will improve the discoverability of your listing. Using our top five tips, you can drive traffic and move your listing up on the Amazon SERP, and experience an increase in sales as a result.
If you’re looking for help managing your Amazon channel, get in touch with etailz through our website.
Author: Jordan Ripley, Sr. Manager, Marketplace Growth Partners