As the most intuitive element for conveying information, pictures occupy the most important position in product optimization, and titles are always together with pictures, using words to convey product information to consumers and bear the responsibility of getting consumers to click on the product details page. Among the various elements of product optimization, the title plays a pivotal role.
-A good title can bring more exposure to the product, import accurate traffic for the product, maximize the goal of diverting traffic to the product, and even stimulate consumers’ desire to buy.
Based on many years of operating experience, the author believes that a good title should reflect 6 aspects of content, which the author calls “6 elements of excellent titles”, which are as follows.
Brand name: that is, trademark name. When publishing a product, the trademark name is a required item. In addition to filling in the corresponding attribute position, it is also recommended to write the trademark name in the title. Doing so not only establishes the image of the store, but also can prevent being copied to a certain extent. According to experience, if the trademark name is concise and easy to understand, it should be written at the beginning or front of the title; if the trademark name is complex, it should be written at the end of the title.
Product name: that is, the core keyword. Because consumers have different search habits, a product usually has multiple core keywords. In order to cover more searches, it is recommended to use 2~3 core keywords in the title.
Function words, characteristic words, attribute words: Each product has its own unique characteristics and attributes. In order to make consumers quickly pay attention to the products in our store, we must reflect these important characteristics, attributes, and highlights of differentiation in the title.
Aesthetic modifiers: There is an “anchoring effect” in psychology, which means that people’s feelings and judgments are often affected by the situation, and then these influences are reflected in the decision-making. For sellers, they hope to convey good feelings to consumers with concise information, thereby influencing consumers to make decisions to buy goods. To achieve this effect, you need to use aesthetic modifiers, such as Premium, Upgrade, Professional, Elegant, etc. The proper use of aesthetic modifiers can improve the conversion rate to a certain extent. Punctuation and punctuation: Amazon platform requires that the product titles under most categories should not exceed 200 characters. If a sentence consisting of 200 characters is not properly punctuated with punctuation, many people still find it difficult to read it. At the same time, in a long title without punctuation, the key points that the seller wants to express may be different from the content that the consumer feels, resulting in inconsistent understanding between the two parties, which in turn affects the conversion rate. As a seller, the purpose of writing a product title is to encourage consumers to buy, so in the setting of the title, it is necessary to properly punctuate at the appropriate position, and use several punctuation marks to split a title into several small sentences, each sentence highlights different key points, which is convenient for consumers to understand and is more conducive to prompting consumers to place orders. Appropriate punctuation can improve the readability of the title and the comfort of reading, thereby making consumers happy, while a long and cumbersome sentence is a great flaw in the title. Of course, the writing of punctuation marks should be standardized. For details, please refer to the title example below. Quantity words: In the process of formulating sales strategies, why do we choose to sell certain goods in bulk? To a large extent, it is to make the price of a single product appear cheap. Therefore, for bulk sales products, the biggest selling point is cheapness. So, how to reflect such an important information as “cheap” so that consumers can quickly feel it? Write it in the title. Many consumers may not read the product description carefully in the process of choosing products, but almost every consumer will look at the product title. Sellers write quantity words at the beginning of the title so that consumers can see it at the first time. In a sense, quantity words are a kind of “anchoring effect”. It should be reminded that quantity words can be presented in a format similar to “6PCS”.
Writing titles with the “6 elements of excellent titles” as the framework can be targeted and not easy to write off. In order to give readers a more comprehensive understanding of the role of titles, some details need to be supplemented below.
The title is a direct reflection of keywords and a direct source of search traffic. Whether it is natural traffic on the site or paid advertising traffic, it is largely affected by the title.
A good title can reflect the most core and accurate keywords of the product. Keywords in the title have two important tasks: being captured by search engines and appearing in search results; and consumers can accurately understand product information when browsing.
Products often have many types of keywords, including precise keywords (core keywords), broad keywords (big keywords), long-tail keywords (blue ocean keywords), etc., and even some trending and popular hot words. When sellers write product titles, they should be clever in matching them, accurately and effectively conveying product information while avoiding excessive repetition.
First, do not use too many keywords in the title. Generally speaking, a title can contain two or three core keywords. These keywords can be combined with the punctuation marks mentioned in the “6 Elements of High-Quality Titles” and used in different small sentences. If there is enough character space, one or two long-tail keywords
or trending hot words can be appropriately matched. In short, the most taboo is to write a title that is completely filled with keywords. Secondly, the unique words, differentiated highlight words and selling point words, as well as aesthetic modifiers of the product should directly touch the consumer’s concerns, so that the consumer’s eyes will be bright and they will feel touched. If consumers can’t help wanting to scream, then the deal is not far away.
Finally, after the title is written, you must read it carefully and repeatedly to see if the sentence is smooth, whether it is catchy to read, whether the key points are prominent, whether the selling points are clear, whether the language is vivid, and whether it can arouse the buyer’s desire to place an order immediately. If it can’t be achieved, then revise it repeatedly. If it doesn’t work, just start over.
Of course, the ability to write a title is not achieved overnight. We must often read the product titles of big sellers in the industry, read the product titles of the category’s hot-selling rankings, feel the beauty of other product titles, and then gradually form our own writing ideas.
A good title is like an excellent salesperson, which can greatly improve the conversion rate. A good product title should include three aspects: keywords, selling points and aesthetics. Only when these three points complement each other can it be considered a good title. As mentioned earlier, keywords are divided into broad keywords, precise keywords and long-tail keywords. Sometimes these three types of words are independent and different from each other, and sometimes these three types of words will overlap with each other.
Products with independent keywords indicate that the product has multiple names in consumers’ cognition. For example, the mobile power bank that we are very familiar with has three common keywords: Power Bank, External Battery, and PortableCharger. These three words are independent of each other, but they point to the same product, and they are all precise keywords.
Going one step further, add capacity attribute words to Power Bank, such as 25000mAh Power Bank. After adding the capacity attribute words, the keyword expresses “large-capacity mobile power bank”, and becomes a keyword used by some consumers with capacity needs when searching. We call this type of keyword with a precise target audience but a small number of searches long-tail keywords.
Broad keywords have a wide range of meanings and cover a wide audience, but they are not precise enough. For this type of keyword, it is generally necessary to use it as appropriate. Take “watch” as an example. Watch is a broad keyword in the watch category. It has a wide range of directions. On the surface, it can cover the entire group of people who intend to buy watches. However, from the actual search needs of consumers, a consumer who intends to buy watches has already made clear the scope of the watches he wants to buy. The words he actually uses to search are often precise keywords with attributives such as “men’s watches”, “women’s watches” and “children’s watches”. At this time, Watch, as a broad keyword, only exists as the root of the search word. Therefore, when applying broad keywords, it is necessary to match them with attribute words to convert them from broad keywords to precise keywords.
No matter how the keywords of a product are composed, for sellers, the first thing they need to do is to understand their own products, then collect and sort out the relevant product keywords, and then screen these keywords, select the most effective keywords, make appropriate combinations, and put them in the product title.
There are many sellers on the Amazon platform at present, and the competition for each product is very fierce. For newly released products, in order to better obtain traffic and generate sales, it is recommended that sellers pay more attention to the use of long-tail keywords.
After explaining the elements and precautions that a good title should contain, you also need to understand what should be avoided when writing product titles.
Don’t add unnecessary promotional information in the title. Words such as Free Shipping, New Arrival, Hot Sale, and Promotion are often used by eBay sellers and often appear on AliExpress, but they are prohibited on the Amazon platform. Amazon’s product listing rules and promotional tools are enough to reflect the content that sellers want to express, so don’t add similar words in the title.
Don’t use all capital letters in the title. Some sellers are used to capitalizing every word in the title, which is prohibited by the Amazon platform. In the process of publishing products on the Amazon platform, when the characters used in the title are not standardized, the system will automatically remind you. Here, it is recommended that sellers write product titles as standardized as possible according to the rules. Usually, the first letter of each word is capitalized. When encountering words that have no practical meaning, such as forwith, and, and of, the first letter of the word is usually lowercase. Do not make spelling mistakes in the title. This may seem like nonsense, but there are indeed many sellers who make such low-level mistakes due to carelessness. Maybe spelling errors are just due to a moment of carelessness, but the message conveyed to consumers may be that the seller is not serious, so sellers should try to avoid spelling errors.
Special symbols are prohibited in the title, such as @, !, *, up, ?, %, quotation marks, ellipsis, etc.
The title should not be too short. Amazon’s official requirement is that the title cannot exceed 200 characters (80 characters for some categories). If it exceeds, the product will not be displayed. From the actual operation experience, 160~170 characters are enough. Such a length can not only clearly express the product information, but also make it easy for consumers to read and understand quickly.
The following takes the product title of Anker as an example to see how a good title is constructed.
Case title: Anker PowerCore+ mini, 3350mAh Lipstick-Sized Portable Charger (3rd Generation, Premium Aluminum Power Bank), One of the Most Compact ExternalBatteries.
Combined with Anker’s product title, let’s first look at the keywords of the “6 elements of an excellent title”. Anyone who knows a little about mobile power supplies knows that mobile power supplies contain three core keywords: Power Bank, PortableCharger, and External Battery. In the case title, these core keywords are all used and used in the right place.
What about the selling points? In the case title, PowerCore+ (both a series trademark and emphasizing good quality), Lipstick-Sized (emphasizing the mini and exquisiteness of the product), 3rd Generation (the third generation product, highlighting the inheritance and upgrade of the product) and other selling points are extracted, which well reflect the uniqueness of the product, the differentiation from competing products, and the texture. From the perspective of consumers, these are enough to make consumers excited.
Let’s take a look at how the case title reflects and conveys beauty. While using the precise keywords of the product, Anker’s product title matches each selling point with different keywords, and uses commas and brackets to break sentences to form a series of short sentences. Short sentences allow consumers to read easily without any pressure, and the appropriate pauses also allow consumers to remember the selling points of the product. Compared with many sellers’ long titles of 200 characters without any intervals, short sentences can better catch consumers’ eyes, repeatedly stimulate consumers’ nerves, and make consumers accept this product unconsciously. A beautiful title plays a role in efficient conversion.
Anker is an excellent brand on the Amazon platform. We can learn a lot from its product titles, including layout, details, etc. There are many products in Anker’s store, and each product is displayed in a different way. But there is no doubt that each title (and details) is created and optimized with great care. For Amazon sellers, if they can use Anker’s product titles as a reference in daily operations, study them carefully, and disassemble them carefully, they may be able to figure out how to write titles.
Combined with the above analysis and cases, here are two formats for title writing:
Reference format 1: brand name + core keywords + (characteristic words/function words/attribute words) + others (material/size/color/scope of application, etc.).
ABC NFC Bluetooth Speaker, 6W Deep Bass Portable Waterproof Speakers forOutdoor Activities
ABC Silicone Baby Pacifer – BPA Free – Comfortable for Baby – Easy for ParentsSet of 2 Premium Pacifiers by ABC Baby Gear, Blue.
Reference format 2:
Core keywords + brand name + (characteristic words/function words/attribute words) + others (material/size/color/scope of application, etc.)
NFC Bluetooth Speaker, ABC 6W Deep Bass Portable Waterproof Speakers forOutdoor Activities
2PCS Premium Silicone Baby Pacifers – BPA Free – Comfortable for Baby – Easy forParents – by ABC Baby Gear, Blue.