SEO is the abbreviation of Search Engine Optimization, which means “search engine optimization” in Chinese. The search engine on the Amazon platform is A9. SEO refers to the seller’s optimization and adjustment of products based on the understanding of the A9 algorithm, improving the natural ranking of products in the A9 algorithm to attract more buyers, thereby increasing the sales of the store’s products.
When learning to publish products, sellers have already understood the basic requirements for writing titles and added some keywords to the titles. However, as buyer needs change, the keywords of products will also change constantly, so sellers must use certain methods to optimize product titles. The optimization methods of product titles mainly include self-analysis and competitive product analysis. The following is a detailed introduction to these two methods.
The self-analysis method refers to the method in which sellers analyze their own products and then find keywords to optimize product titles. The self-analysis method mainly includes three steps: determining the core words of the product, finding product keywords, and filling in product keywords.
(1) Determine the core words of the product
When conducting self-analysis, sellers must first confirm the core words of the product to be optimized. For a title, the core word is the center of the entire title. All keywords in the title are derived from the core word, so the keywords of the entire title are closely related to the core word. For example, the title of a certain children’s toy product is Baby Bath Toys for Toddlers, Fun Animals Hatching Duck Penguin Dragon Squirting Egg Kids Eco Bathtub Toys Spray Sprinkle Swimming Water Toys for Kids. The core word of this title is Baby Bath Toys.
(2) Find product keywords
After the seller has determined the core word of the product, he can use the keyword search tool on the Amazon platform to find the hot keywords of the product. The keyword search tools include SellerSprite 2.0, tool4seller, Jungle Scout, Sonar, etc. Sellers can find these tools on the Amazon seller website navigation page.
For example, sellers can use the Sonar tool to find product keywords.
The seller used Sonar to find some hot keywords for the core word baby bath toy.
The seller can see some hot keywords associated with the core word baby bath toy. The search volume of these keywords decreases from top to bottom. Sellers can choose keywords according to their needs.
(3) Fill in product keywords
After the seller finds the hot keywords of the product, he can fill the product keywords into the product title to improve the keyword relevance of the product title and improve the product ranking. Sellers should pay attention to the following two points when filling keywords in the product title.
①Keyword relevance. Sellers need to pay attention to the relevance of hot keywords and their own products. If the hot keywords have nothing to do with their own products, they cannot be used even if their search volume is very large. For example, one of the hot keywords for baby bath toy is baby bath toy organizer. This hot keyword ranks second among all search keywords and has a high search volume. However, the seller’s baby bath toy products do not include organizers. Once this hot word is used, it will violate Amazon’s platform rules and cause violations of product descriptions.
②Title readability. In addition to paying attention to the usability of keywords, sellers should also pay attention to the readability of the title, such as the English spelling, punctuation, and capitalization of letters in the title, so as to avoid problems with incoherent sentences. Sellers should always ensure the readability of product titles so that buyers can accurately read product information.