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6 Mistakes Everyone Makes In Amazon Listing Optimization
In today's market and competition, Amazon's marketplace must be a key component of your marketing plan. By not utilizing this platform, you are wasting the opportunity to cater to a wide array of customers. And if you aren't on Amazon, your competitors surely are.
If you plan to enter as a seller on Amazon, there is a general guideline you may follow.
Many of the strategies used to optimize Amazon listings are similar to those used to optimize Google, Bing, and other major search engines.
On the other hand, Amazon is unique in the way it organizes data within its marketplace. So, how do you get started? First, we need to define what Amazon listing optimization is.
What is Amazon listing optimization?
Amazon listing optimization is a method for improving the ranking of your product listing so that more people see it and make a purchase. In other words, listing optimization refers to upgrading the fundamental details on an Amazon product detail page in order to enhance discovery and clicks.
For the seller or vendor, a well-optimized product detail page will result in more sales and revenue. This basic procedure entails either a complete revamp of existing information or a start from scratch. The process involves the headline, product description, bullets, images, and keywords used.
Amazon's search engine, like Google's, uses keywords to determine which results are most relevant to a given customer's search. A10, Amazon's search engine, considers sales and conversion histories when filtering products. You need items that are discoverable, instructive, and purchasable in order to make sales.
It's critical to consider all aspects of your listing and never undervalue any element, as they are all significant and contribute to the overall effectiveness of your listing. We'll go over the 6 most common Amazon seller mistakes and ways for avoiding them to help you steer clear from the most common errors.
1. Improper and Irrelevant Keywords
Keywords, as previously stated, are the foundation of Amazon's A10 search algorithm. Keywords should be incorporated as much as possible into your material. The organic ranking for a listing is prioritized by Amazon based on how likely that product is to convert for that specific search phrase.
Although applying keywords to Amazon listing optimization is relatively simple, far too many vendors make easily avoidable blunders. Among them are:
- Incomplete keyword research
- Overuse of keywords in headlines
- Use of keywords that do not connect with the product
As an example, suppose you're selling a camping tent and your research shows that "foldable tent" is a common search term. You'll want to include that phrase in your content. If you instead choose to name it a "movable survival home," your content will not be optimized properly.
Your product will not appear in search results if it is not linked to the terms people are looking for. And if that's the case, it's not going to sell. You should have a list of relevant keywords before you start writing any content.
Create a list of your most closely comparable competitors, as well as a list of the phrases you believe are most crucial to include in the listing. These should be the starting point for Amazon keyword research.
There are a variety of ways and approaches to do this, including using third-party keyword tools, researching competitors, and Googling.
2. Headlines and Titles Stuffed With Keywords
Amazon listing optimization is a delicate balancing act between including and optimizing as many keywords as possible while maintaining a user-friendly, easy-to-read listing.
Writing longer headings and bullets is sometimes part of the process.
However, we must examine how this listing will appear to the customer. Specifically, whether your audience will be able to swiftly determine whether a product is a good fit for them.
Keyword stuffing is when a company crams as many keywords as possible into its material, and it's not in a good way. Customer-friendly information should always be legible and understandable. This is the data they rely on to make a buying decision.
Some good-sounding phrases may improve your search engine relevancy. However, they will not help you convert your audience once they get on your Amazon Listing. And if your product isn't converting, it won't show up in the search results.
Shorter names are easier for customers to read. It will allow them to immediately determine whether a product is what they're looking for.
3. Not Utilizing all the Free Space
During your research, you'll come up with a list of single keywords that you can use in your headline and bullets to optimize your Amazon listing.
The purpose of your product information is to advertise your goods to buyers and answer their inquiries. The number of characters you can insert into your content will be limited depending on your category and seller or vendor status.
Make sure you're focusing on maximizing the number of different keywords as you write your copy. Also, make sure they're utilized in as many areas as possible.
It's not necessary to fill out all of the fields. However, make the most of this opportunity. Discuss the benefits and quality of your product, as well as the how-tos and what makes it unique. This is especially applicable if your product deviates in some way from your competitors'.
However, you must be cautious when writing your product descriptions. Customer reviews, feedback, and social media make information about your product easily accessible. For this reason, everything you state in your Amazon listing should be factual. Examine your existing Amazon listings to ensure they accurately reflect your product, just like your main catalog does.
4. Using Unoptimized Images
While it's critical to include detailed product descriptions in your Amazon listings, product images are the only way to show your buyers what your product looks like. Your product photos have the ability to grab the attention of your customers.
Typically, Amazon displays six product photos. Your main product image should be concise and have a white backdrop, with the product taking up 80% of the space. This image will appear on the search page and can be clicked by the consumer.
Here are a few tips to properly optimize your images for your Amazon Listings:
- Get the services of a professional photographer. Particularly someone who is experienced in taking pictures for Amazon listings.
- Fully utilize the 5 to 8 image slots provided.
- Take different angles of the product.
- Don't forget to optimize the image name.
5. Always Follow Amazon Rules and Regulations
Every business is the same. To govern and regulate the customers and sellers on its platform, Amazon follows a set of rules. It is critical for every seller to understand the rules so that they do not break them.
You agree to follow Amazon's rules and regulations when you sign up as a seller. Failure to follow Amazon's rules can result in severe repercussions. Punishments should come as no surprise, considering that a seller's conduct can reflect poorly on Amazon's reputation.
Some common violations that sellers have made in the past include:
- Selling counterfeit items
- Offering prohibited or illegal items
- Violation of copyright or patent laws
- Lack of needed certification
- Issues with shipping (late or canceled orders)
- Multiple and frequent negative customer reviews
- Account selling
Besides issues with the product, you must also remember the rules regarding Amazon listings.
Each unique product in Amazon's marketplace is assigned a single Amazon Standard Identification Number (ASIN). If the same item is unintentionally listed twice under two distinct ASINs, the client will have a bad experience.
You should delete the additional ASIN if it is causing a duplicate product listing to avoid regulatory actions from Amazon.
6. Failing to Incorporate Customer Reviews
When inspecting a listing, one of the first things to consider is what customers have stated in reviews and queries regarding an Amazon listing and the product. Make sure you're looking at a competitor's listing as well.
The consumer's honest opinion of the product's quality, usefulness, and packaging should be reflected in the review score for each of your products. The greater your score, obviously, the better. This is why it's critical to pay attention to unfavorable evaluations and respond appropriately when necessary.
We're looking for crucial features that our product may or may not have, leading to a terrible consumer experience.
The aim is to identify specific features cited by buyers in reviews as reasons for purchasing the product. You can then highlight those features in the bullets.
Responding to customer feedback and reviews can also serve as a great means to promote transparency and trust in your brand. When your product, packaging, or services fall short, you'll have a way to provide customer care. You may offer to fix the problem or propose solutions in a way that other consumers can see.
Summary
There's no denying that selling on Amazon is challenging due to intense competition and saturation. Learning may be a demanding, time-consuming, and exhausting process, especially for beginners.
Optimizing your Amazon listings entails several processes. Every Amazon location manages it in essentially the same way. However, like with so many aspects of Amazon, no one-size-fits-all solution will work for everyone. There are best practices, but they are specific to your company, vendor or seller status, and product offers.
To put it simply, make the most of your resources and available space by providing as much information to the customer as possible while also using relevant keywords.
