Our Top 7 Amazon SEO Product Page Tips to Help Convert More Customers
by Ron Dod
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Amazon has become one the leading marketplaces online for consumer shopping. Its popularity among consumers is so vast that the site has become the primary point of reference when consumers start their buying process. Where people once trusted search engines like Google for product info and shopping,more than 50% of consumers now head directly to Amazon.
While the purchase intent may be higher with more customers ready to buy, the marketplace is still driven by consumer search. The difference here is that Amazon’s search algorithm is brand-agnostic. Amazon drives traffic by product listings, not brands or vendors.
Optimizing your product listings is essential to moving your products to the top of the search results, but it’s also a key part of winning the buy box on multi-vendor listings and getting more customers to convert.
Which Factors Influence Your Product Rank and Visibility on Amazon
Like the laundry list of ranking factors for Google, Amazon also uses a complex algorithm to rank the products you list in its marketplace. This includes:
Content (title/description) relevancy to search queries
Quantity of content
Historical product availability (stock history)
Product popularity/velocity of sales (conversions)
Number and quality of reviews
Product images (quality and quantity)
If multiple vendors sell the same product as you, then you’ll have less control over the content that’s displayed since Amazon aggregates the best of the content chosen from the listings. Still, if you have the best-optimized content of the bunch, you’re more likely to contribute to a listing that draws more traffic and more conversions.
If your product—and, thus, your listing—is unique to your brand, then you have full control over optimization and maximizing product discoverability.
What to Focus On to Optimize Your Amazon Product Pages for SEO and Conversion
Place long-tail keywords in the product title.
Customers tend to use Amazon the same way they use search engines. Even if they know the exact product they’re looking for, they’ll type that in as a search query rather than try to browse through sections and categories to find it.
This is why it’s important to optimize your product titles. When you use the right combination of keywords, you improve your relevancy to search queries, giving your product page a greater chance of being discovered.
It also makes your product listing stand out among the search results, increasing the odds of getting a customer to click through to your listing.
“Search is the primary way that customers use to locate products on Amazon.com. Customers search by entering keywords, which are matched against the search terms you enter for a product. Well-chosen search terms increase a product’s visibility and sales. The number of views for a product detail page can increase significantly by adding just one additional search term—if it’s a relevant and compelling term.”
Here’s an example of a well-optimized title for SEO on Amazon that is likely to grab more clicks (note that it’s also a best seller.)
Compare that to a leaner title lacking those longtail, commercial-intent keywords.
Use attractive, optimized product details.
A great product page is optimized for the customer, first, and for the search algorithm, second.
That means completing the product details, as well as the description with your customer in mind, and populating those spaces with enough detail so you’re addressing their questions and concerns.
Remember, customers don’t care about the product itself. They care about the problem they have or the reason behind the purchase. Make sure the content you use educates and informs them and clearly states the benefits as well as the solution provided by your product.
For the details segment:
Focus on the top 5 features of your product and create a feature benefit matrix. Don’t just list the feature; highlight how the feature benefits the customer.
Keep the details specific and concise; your bullets should be skimmable.
Utilize keywords naturally—especially those that couldn’t fit into the title neatly.
Here’s a great example of product details that communicate value through concise benefit statements:
You can expand on those details in the product description. This is where you can get wordy with optimized content to answer questions, list additional benefits, and provide the appropriate hype for your product.
Here’s the product description for the same grill used in the example above:
Make content 100% unique.
Every product you sell should have a unique description and details that speak directly to your target audience. Using the default description from the manufacturer poses a number of issues:
Manufacturer content is likely to be replicated by countless other vendors (creating a duplicate content issue).
It’s poorly optimized for the search queries your audience uses.
It contains only basic features and specs without accurately stating the value.
Take the time to expand on the features and uncover the benefits most relevant to your audience. When you understand the reason behind their desire/need for the product, it will be easy to write detailed and valuable product pages that educate your customers and win more conversions.
Answer questions sellers may have.
Ideally, your Amazon product pages will be optimized and rich enough to educate potential customers so the most common questions are addressed. This prevents them from wandering to seek answers elsewhere and improves the odds of winning a conversion.
As the visibility of your product grows, thanks to your SEO efforts, you’ll likely experience additional questions from prospects you didn’t initially anticipate.
Thankfully, Amazon provides a Q&A segment on listings so customers quickly can get the answers they seek.
Monitor these questions so you can reply to customers and provide the additional information.
Since these questions and answers are part of the product listing, they also provide an opportunity to further optimize the page with important details and search terms that can influence both search rank and customer conversion.
Optimize Amazon listing images.
Amazon has fairly strict requirements for how images are used and displayed in product listings, and your images do have an impact on visibility, as well as conversion. Amazon will even limit product pages from being listed in some categories (suppressed listings) if there isn’t at least one high-quality image measuring 1,000 x 1,000 pixels or larger to allow for hover-to-zoom.
For the purpose of improving conversions, you should also provide as many high-quality images as possible. Your images should highlight the product from every angle to give customers a feel for the product since they can’t physically hold it.
Amazon also allows you to include videos, so, when possible, provide additional images and videos that show your product being used to better communicate the benefits. This kind of image optimization in Amazon can contribute to higher conversions.
Connect with customers for reviews.
Reviews do have an impact on the discoverability of your product, as well as your conversion rates. When it comes to eyes on your product, Amazon tracks negative seller feedback frequency as a factor in determining whether you or other vendors win the buy box.
The frequency of negative reviews also impacts your visibility in product search results.
You can also count on positive reviews to improve your conversion rates.According to Nielsen, 92% of consumers trust in peer reviews over any other kind of brand advertising. The social proof that comes with positive reviews can have a significant impact on the purchase decision of prospective customers.
Delight your customers.
You don’t have to go out of your way to satisfy customers. Amazon just wants you to provide the best service and, if you can do that, you’ll find yourself higher in the search results over similar products. Outside of reviews, Amazon knows whether your customers are satisfied based on your performance data.
For every order, Amazon tracks:
In-stock, low-stock, and out-of-stock conditions on your products
Order processing speed
Perfect order percentages (the number of flawless orders from add-to-cart to arrival)
Order defect rates
Order refunds and cancellations
Each of the above speaks directly to providing the best-quality service with the intent of delighting your customers. Favorable results with each of these tracked metrics will lead to a better organic rank for your product within the Amazon marketplace.
Plug in the ASIN or URL to your Amazon product page and Jungle Scout’s tool will provide you with a rating on many of these optimization points, including your title, images, product features, description, and reviews.
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Ronald Dod is the Chief Marketing Officer and Co-founder of Visiture, an end-to-end eCommerce marketing agency focused on helping online merchants acquire more customers through the use of search engines, social media platforms, marketplaces, and their online storefronts. His passion is helping leading brands use data to make more effective decisions in order to drive new traffic and conversions.
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