We have previously covered how to rank a product in Amazon, in which we talked about how to write a product description.
However, this guide is going to go into a lot more detail about the SEO side of it.
Continue reading to find out how to write a great, optimised Amazon product description.
Amazon Is The Largest Online Retailer
Fact: Amazon has over 500 million products in stock.
The only way to get products noticed in their vast catalogue is through rankings; specifically, ranking on page one of the search results. Page two isn’t so bad but any further and it’s not so good.
By using SEO strategies to rank an Amazon product, in particular, the product description, the product will be seen by the right customers.
When people think SEO, they usually think Google. This is no longer the case.
Amazon is becoming the default website for product searches. A study has shown that 38% of people preferred using Amazon as the starting point for their product search. Google was in second place with 35% of the vote.
Customers are drawn to Amazon because, more often than not, they’re ready to buy.
Combining this knowledge with optimised product listings and you’ll have a huge edge.
Before getting into the techniques, let’s start with what Amazon is looking for from a product description stand point.
Amazon’s SEO Algorithm
As Amazon continues to grow, more and more products become available to buy. This places a significant importance ranking a product high on the search engine results pages (SERPs).
The higher it ranks, the more likely a customer will see it and go on to buy it.
Amazon has an algorithm to determine the ranking of products, namely A9.
A9 uses a variety of factors when deciding product rankings. For the purpose of this article, there are three that have an impact on product descriptions:
Click to Sales Rate (CTS)
This is the number of customers that visit a product page from the search results and go on to complete the purchase.
A9 views CTS as an important metric to track as sales are the number one method to increase rankings in Amazon.
A9 recognises when a product is sold and moves it higher up the SERPs. A9 will move that product above competing items as it starts to outsell the rival product.
Just like any eCommerce store, Amazon wants to make money. Popular items are going to make Amazon more money than those that don’t sell as well.
Using relevant keywords in a product listing tells Amazon and A9 what the product is.
A9 sees that the product was bought from searching for a specific term or phrase. It then boost rankings for those keywords.
This is what makes relevancy so important. If a product ranks for a keyword that is not relevant to the item or the audience, it will not sell.
Even if it does, it will be vastly underperforming.
Relevant keywords also impact a product’s CTS rate. The two are connected.
We have done a separate article on the importance of choosing the right keywords for a product listing. Check it out here.
Here is an overview of the SEO product listing cycle:
But, for a business to make this cycle work, keyword selection is important.
We are briefly going to go through how to choose keywords but if you want in depth content on the subject, read our article.
Keywords should be chosen based on what customers are looking for.
Amazon records every search a user makes, giving them an insight into what products are currently trending.
This information lets Amazon show products to a customer based on their history and preferences.
This can be show as soon as a customer logs into their account; the home page refreshes and shows relevant products based on previous searches.
You should start by looking at the best seller items to start building a list of keywords.
These should be put into a keyword tracker to see how they are ranking for the particular product. Long term profits from Amazon come from ranking in the top results for your most relevant keywords.
One product may be ranking well for more than keyword so do multiple searches with different keywords. Again, use the tracker.
Once the list of keywords has been made, don’t stop adding to it.
Updating the list regularly ensures the product descriptions always have the most relevant keywords included.
Long Tail Keywords
Long tail keywords will give the best idea to which keywords are pushing the product’s ranking up the SERPs.
Customers using Amazon use long tail keywords more than any other keyword. They account for 70% of all searches.
Try different variations of long-tail keywords to boost the chances of appearing in search results.
For example, instead of using ‘electric toothbrush’, use ‘2 in 1 electric toothbrush’.
Create separate keyword lists for each of your products. Once you’re done, you’ll have a big part of what you need to start ranking high in Amazon’s SERPs.
Product Descriptions Should Be Persona-Based
Product descriptions need to be balanced between what’s relevant to different groups of customers and their appropriate keywords.
Buyer personas help with this because they make sure product descriptions are targeted to the “right” people.
This also ensures that products are appearing in the right searches.
This way there is a much better chance of people buying the product, resulting in better rankings.
As you get to know what each group searches for and what they need, you can match keywords to each group.
For example, someone going to the gym for the first time will want to buy the right equipment. For this group, product descriptions should include keywords like “no slip” or “resistance training” or “anti-sweat white shirt”.
This speaks to the specific group and makes sure your product shows up in search results when customers type in certain keywords.
The better your products rank, the better your chances are to increase your CTS and stay high in the rankings.
Optimise Amazon Product Descriptions for Google
Even though people use Amazon more than Google for finding out about products, Google is still a big player.
Amazon product pages can easily show up in Google search results if they have been optimised.
Google looks carefully at a product description when deciding whether to rank the page.
Not only will the description weigh heavily in deciding where it lands in the SERPs, but also what a searcher sees.
At the time of writing this article, here’s the description of a product that is one of best sellers on Amazon in the cycling niche:
And here’s that same listing but in the Google searches (it’s also the first result):
As you can see, Google has used the exact same product description of the Amazon listing as its meta description.
Google thinks that the information here is more useful to the customer so ignores what Amazon suggests. The product description is thought to be more clickable.
This is what a product description must do to rank well on Google.
However, this is not a difficult task. Google mainly looks for the search term in the title and first paragraph of any webpage.
By including keywords in the title and product features bullets, the listing has been optimised to a certain degree.
All that’s left is to use the keyword at least once in the product description.
A keyword position tracker sees what keywords result in the most amount of sales and become more efficient in marketing those keywords.
Use your main keyword at the beginning of the product description.
Write the rest of your description as naturally and well as possible.
If it looks helpful and informative to Google, they will include up to the first 156 characters of the product description in the search engine results.
Use Bullet Points
The reason is because using bullets points improves the description’s readability.
Remember, customers are on Amazon because they are ready to buy.
Too much text scares them away and they will look to other product’s that aren’t bombarding them with information.
The key to remember here is to move customers through to buy something as smoothly as possible and remove anything — like a wall of text — that hurts that process.
Bullets increase Amazon conversion. To learn more about how to increase Amazon conversions, read this:
Focus On The Benefits
The product features section of the listing is where to describe what the product does.
The product description is where to describe how using the product benefits the customer.
For example, see this description of a rucksack:
Look into to box and notice what they have written.
The bag is a ‘great gift idea’ and ‘perfect for everyday us’. It’s telling the customer why they should buy it.
It’s easy to list all of the things that make a product great.
While this is important, people are more interested in what your product can do for them.
Product descriptions need to show customers what they get out of using your product and how the product solves a problem.
When it’s clear to people what they get out of using a product, they get excited about it. And the more excited a description makes them, the more likely they are to buy the product.
Use Pictures If Possible
A product must have high quality images. They increase conversions massively.
So why not use them in the product description too?
Images showing how the product benefits the customer is another powerful way to convince them to buy.
Combining them with short bursts of text with relevant keywords and the description becomes far engaging and customers can put words to action.
This bike lock is a great example:
Show how a product benefits the customer by giving them evidence. Pictures help bridge the gap saying how great a product is and proving it.
These pictures will end up on Google Images if the listing is optimised well.
Clicking through to the product this way increases organic traffic, increasing rankings in the SERPs and resulting in more sales.
Amazon is the biggest online retailer, meaning there is a whole lot of eCommerce stores looking to get an edge.
Pick any category and there are hundreds of product listings for a customer to browse.
So even though Amazon continues to grow, it’s possible to thrive and be successful as a seller on Amazon.
The key is getting the SEO correct and ranking as highly in the search results as possible.
Failure to do so end up with a lack of product visibility and a corresponding lack of sales.
SEO strategies provide that edge over the rest of the competition.
The more sales made, the higher the rankings and the more likely the product will stay there.
If you want to know more about how we can help your business, feel free to contact us.