{"id":47076,"date":"2021-05-12T08:36:32","date_gmt":"2021-05-12T15:36:32","guid":{"rendered":"https:\/\/content26.com\/?p=47076"},"modified":"2021-05-13T16:45:37","modified_gmt":"2021-05-13T23:45:37","slug":"amazon-keywords-in-product-listings","status":"publish","type":"post","link":"https:\/\/987654321.space\/c26_dev\/blog\/amazon-keywords-in-product-listings\/","title":{"rendered":"The Importance of Optimizing Amazon Keywords in Product Listings"},"content":{"rendered":"

The perfect Amazon product listing will always be a delicate balance of form and function. Choosing useful Amazon keywords is generally easy enough but implementing them in a way that feels natural requires nuance.<\/p>\n

Despite what some sellers seem to believe, it is possible to create text that is both expertly optimized for organic search and doesn\u2019t look like a mess. Gone are the days when it seemed like a smart idea to sacrifice readability to stuff in as many search terms as possible. Don’t do this. No one<\/em> likes this.<\/p>\n

It\u2019s important for brands to optimize their Amazon keywords for the A9 search algorithm<\/a> while still prioritizing a positive shopping experience for the customer. In fact, how you choose to respect the customer’s intelligence in your product listings can directly affect how your product ranks in Amazon search engine results pages.<\/p>\n

How Brands Should Think About Product Listings<\/strong><\/h2>\n

Product listing elements that directly influence the Amazon search algorithm are also a brand\u2019s best chance to make a good first impression on a potential customer. This starts with the product title<\/a>, which must concisely convey what your product is<\/em>. Next, the bullet section must emphasize the product\u2019s features and benefits to convey to the customer what is does<\/em>. Seems simple, right? You\u2019d be surprised how many brands mess it up.<\/p>\n

For practical reasons (and reasons that please the algorithm) your product\u2019s most important keywords need to be featured first, at the beginning of the title. The A9 search engine values relevance highly, and correlates higher relevance with keywords placed at beginning of the product title.<\/p>\n

Keywords used in bullets don\u2019t rank as highly toward keyword relevance, but they are still indexed, and play an important part in increasing a potential buyer\u2019s understanding of the product. This above-the-fold real estate in the product listing is invaluable, and should be utilized<\/a> to give clear, concise information about the product\u2019s features and benefits.<\/p>\n

Effective keyword usage is only part of what drives the A9 algorithm. It also looks at sales metrics, and while that\u2019s obviously harder to control, product listings with clear information that tells a customer exactly what they need to buy the product (without stuff they don\u2019t need) is a reliable way to increase conversions.<\/p>\n

Stuffing titles and bullets with every possible keyword is entirely unnecessary now that Amazon offers brands extensive backend keywords that aren’t seen by customers. Want to include a specific term to be indexed, but can\u2019t find a logical way to use it in a bullet or in the product description? That\u2019s what backend keywords are for. There is no excuse for forcing customers to read bad copy for the sake of getting more eyes on your product listing.<\/p>\n

Examples of Effectively <\/strong>Integrated <\/strong>Amazon Keywords<\/strong><\/h2>\n

Let\u2019s look at a product that shows up first in the Amazon SERP results and see if they\u2019ve done a good job diversifying their keywords in the product listing. Since moving away from Seattle, my options for authentic, delicious Chinese food have dwindled, so I\u2019ve been forced to learn how to make it for myself.<\/p>\n

I searched for \u201cwhole Sichuan peppercorns.\u201d The top result<\/a>,<\/u> both sponsored and organic, was \u201cSoeos Authentic Szechuan Grade A Red Sichuan Peppercorns.\u201d The brand does something important in this title: use both spelling variations\u2014\u201cSzechuan\u201d and \u201cSichuan\u201d\u2014 without making it feel clunky.<\/p>\n

\"amazon<\/p>\n

The rest of the title: \u201cLess Seeds, Strong Flavor, Essential for Kung Pao Chicken, Mapo Tofu, 4 oz.\u201d does cram in some unnecessary information (\u201cLess seeds\u201d is bullet material), and while the recipe names may feel like keyword stuffing, it\u2019s actually kind of brilliant. Many Americans don\u2019t know what Sichuan peppercorns are, but they may be familiar with the delicious, numbing spice they had in Mapo Tofu at a restaurant. Since Amazon is the #1 place product searches begin on the internet, someone who simply types \u201cMapo Tofu pepper\u201d would be served this result.<\/p>\n

Meanwhile, the bullets do a great job describing the product\u2019s features and benefits in a relatively small number of characters. They tell you what the peppercorns taste like, their unique effect, different ways you can use them in your cooking, and offers a money-back guarantee if you\u2019re unsatisfied with the product. There are a lot of good keywords in here: Chinese peppers, seed pods, numbing, chili peppers, Szechuan pepper oil, Nepali, Tibetan, and Bhutanese cookery of the Himalayas. Soeos also has over 10,000 reviews and a 5-star rating, so it\u2019s no wonder A9 chose this product to be the first one listed.<\/p>\n

\"amazon<\/p>\n

For an example of a product listing that isn\u2019t optimizing its Amazon keywords, let\u2019s jump to page 4<\/a> of the search results.<\/p>\n

Burma Spice didn\u2019t include their company name in the product title, which can be a logical choice for a product where the shopper isn\u2019t likely to be searching by brand name. But the title \u201cSzechuan Peppercorns | Chinese Spice – Chinese seasoning | Ideal for Soups, Meats, and Chinese Cuisine 1 oz.\u201d doesn\u2019t include both spellings of Sichuan. That term doesn\u2019t show up until the second bullet.<\/p>\n

Otherwise, this product listing has a lot going for it. It covers virtually all the same points as the top-rated product, and from a reader perspective, it\u2019s actually better written. So why did Amazon show me so many other products that weren\u2019t Sichuan peppercorns at all<\/em> before it showed me these? Most likely because of the price. The A9 search algorithm sorts products based on relevance and performance. The relevance here was pretty good, but the performance? Which product am I more likely to buy: the peppercorns that cost $2.25 an ounce, or the ones that cost $19.77? Burma Spice never had a chance.<\/p>\n

Amazon Keywords and Indexing for A+ Pages<\/strong><\/h2>\n

As far as anyone knows, Amazon is still not indexing A+ content<\/a> for internal search on their product pages, but you should absolutely still bother integrating keywords into your A+ copy.<\/p>\n

Remember: Amazon\u2019s search engine isn\u2019t the only way people land on product pages. Plenty of people still use traditional search engines like Google, and Google still indexes the content included in A+ pages, as that text is hard-coded into the product page. Having strategic keywords in your enhanced product page can still influence off-site search, which can increase sales, which can increase on-site search results.<\/p>\n

The Takeaway<\/strong><\/h2>\n

It is possible to have product listings that are both well-written and expertly optimized, and Amazon certainly prefers that your product pages are both. You don\u2019t have to sacrifice readability for discoverability, though finding the right balance may take a little work.<\/p>\n","protected":false},"excerpt":{"rendered":"

The perfect Amazon product listing will always be a delicate balance of form and function. Choosing useful Amazon keywords is…<\/p>\n","protected":false},"author":50,"featured_media":47330,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[125,1462],"tags":[],"yoast_head":"\n\n\n\n\n\n\n\n\n\n\n\n\n\t\n\t\n\t\n\n\t\n\t\n\t\n