Want to maximize your conversion rate on the Amazon platform? Make sure you take advantage of the following Amazon listing optimization methods. This article introduces common mistakes when improving rankings and optimization in Amazon. Everyone must avoid these minefields.
1. Incomplete keyword search
Proper keyword research is essential to building excellent Amazon SEO.
It is worth noting that one thing that Amazon is different from Google is that it can be oversimplified. Amazon will prioritize the natural ranking of listings based on the likelihood of products converting to specific search terms, and consider past conversion rates as an important ranking factor.
Amazon keyword research should start with researching your most closely related competitors, and then think about important keywords that you think should be included in your listing. If your listing has no clicks, redo the keyword research and compare the number of keywords indexed by the listing. In addition, compare the number and ranking of keywords to avoid missing important keywords.
2. Underutilizing index opportunities
In keyword research, identify every keyword added to the listing title, bullet or structured data, and maximize the addition of different keywords when writing copy.
Remember that keyword density is not a ranking factor on Amazon, so it is better to include as many different high-level keywords as possible rather than simply adding the same keyword multiple times. If you want to maximize the number of indexed keywords and rankings on Amazon, you can write the most relevant keywords into the copy, using different word forms and plural forms.
Keywords that you want to be indexed but don’t want to be on the first page of Amazon, or keywords that cannot be integrated into the copy, can be added to the back-end search terms of the listing. This way, even if customers don’t see these words, you can still get traffic from them.
Amazon will automatically correct simple spelling errors in the search bar. However, if your product page has a less common spelling error that Amazon fails to automatically correct, it is important to optimize these terms. But don’t modify it in the product title or bullet point, which will make the listing look cheap and rough. Those highly relevant spelling errors should be added to the back-end keywords.
If you want to distinguish which spelling errors should be added to the back-end keywords, you can run A/B tests to see which spelling errors can produce results.
3. Keyword-filled titles
When optimizing Amazon listings, you should be able to add as many indexed keywords as possible while making it user-friendly and easy to read. Sometimes, this means writing longer titles or five-point descriptions.
However, we must consider the reading experience that the listing provides to customers, allowing them to quickly determine whether the product meets their needs.
Titles that are too long or filled with keywords may reduce the searcher’s impression of the product and make people feel that it is spam. Short titles are easier to read and allow customers to quickly determine whether the product meets their needs.
Because the title will be truncated in the gallery view and Google’s SERP (search engine results page), make sure the most important keywords are included in the first 72 characters.