Are you planning to sell your products on Amazon? Or are you already doing it but not having the success you want? Then read our professional tips for your Amazon SEO.
Amazon SEO Tip #1: Pay attention to the product title !
In addition to the title, there are bullet points or attributes, the product description and the search terms, but tests have shown that the title is the most important for Amazon’s search algorithm. Ultimately, it is what the customer sees first. Therefore, you should devote the most time and attention to a title that is meaningful and at the same time compliant with the style guide:
- Make sure the title is between 80 and 150 characters long (depending on the category).
- In addition to the brand name and product name, there should be 2-3 main keywords that describe the item as well as possible.
- In addition to the style guides, the focus should be on readability for the customer.
According to Maternityetchic, the customer must be able to see from the title what kind of product it is and whether it is relevant to their search query. For example, when it comes to pots and pans, customers often look for a specific size. A possible search query could be, for example: “Pot 22cm”. If the size of the pot is not directly included in the title, the customer does not know whether the product is of any interest to him.
Amazon SEO Tip #2: Hire a product photographer !
While the title is the verbal door opener, the next step is about convincing potential customers visually and putting the product and its information in the right light.
When it comes to Amazon product images, special attention should of course be paid to the cover photo! Together with the product title, these are the only two things a customer sees when they see your product among many others in the search results – the aim here is to attract attention.
Show the product from its best side in a total of 6-8 images and ensure that your customers no longer have any questions left unanswered. In addition to detailed shots, you can also use graphics or labeled images that visually indicate special features and properties.
Mood images that show the product in action are also crucial here. Instead of professional models, you can of course also use friends or relatives, but don’t save money here!
Amazon SEO Tip #3: Register your brand!
In the long term, trademark registration with the German Patent and Trademark Office (DPMA) or another trademark register is essential. Through successful registration in an official register, the brand can also be registered on Amazon. This gives you special rights and the opportunity to enforce the protection of your brand on Amazon. By registering an Amazon brand, you have access to the Brand Registry, which allows you to report violations of your brand or submit changes.
Even more important, however, are the additional design options that arise through registration. It can be with a brand
- a brand store is opened,
- additional advertising campaigns run (sponsored brands ads) and
- Product descriptions can be expanded through Enhanced Brand Content (EBC).
Amazon SEO Tip #4: Create an Amazon Store and Enhanced Brand Content !
Two of the advantages of a registered brand are your own store with an individual URL (amazon.de/deinemarke) and the so-called Enhanced Brand Content or EBC, which replaces a pure text product description with a description enhanced with graphics, photos and comparison tables. Both options give your brand a more professional appearance and are proven to increase sales.
In addition to the option of linking your products to one another and grouping them into categories, Amazon offers you additional evaluation options that you can incorporate directly into your product and brand presentation.
Amazon SEO Tip #5: Run Ads
With the ever-increasing competition on Amazon, it is essential that you also push your products with paid ads. Retailers can currently choose between “Sponsored Products” and (after successful brand registration) “Sponsored Brands” campaigns.
The Sponsored Products campaigns are played based on keywords or products. This means, for example, you can advertise specifically on your competitors’ listings. When it comes to keywords, it makes sense to not only focus on the main terms, for which the bid prices are usually very high, but also on the so-called long-tail keywords, which are not searched for as often but are bought cheaply because of the lower competition can be.
The targeting options for the Sponsored Brands campaigns are identical, but you have the option of combining different products in one campaign and adding your own logo and individual slogan.
