Amazon Listing Optimization: Services and Essential Steps to Boost Your Product Page Ranking
Unlike common Google SEO, Amazon listing optimization is a different beast. To optimize your product listing on Amazon and start ranking higher, you need more than just keyword tools (though they do help). For starters, you need sales, reviews, demand, and satisfied customers.
In a previous article, we talked about how to get your product ranking on Amazon, and dove into some of these topics. In this article, we’ll talk a bit less about the fundamentals and more about some of the software and services you can use to boost your Amazon ranking (and sell more products of course). We’ll also give you some tips on how to use your keyword research to optimize your title, descriptions, and backend as an Amazon seller.
The basics: how to improve your product ranking on Amazon
Before we get started, we recommend you read our previous article on the topic so you can understand the basics. This will help you maintain best practices and understand the fundamentals, so the rest will come more easily. Remember: no matter what tools you’re using, you still have to do the work!
So here’s a quick overview of the points we covered before:
How to Get Your Product Ranking on Amazon
- Introducing Amazon’s A9 algorithm (the algorithm that tries to return the most relevant products for each customer’s search query).
- The importance of early (and frequently recurring) sales
- Why you should polish up your photos and descriptions
- Getting more product reviews, and dealing with negative reviews
- Figuring out what makes your product stand out against competition, and pushing that
- Responding to your customers and staying engaged in the comment section
Tools for Amazon Listing Optimization
Today we’re discussing some next steps. More specifically, we’re showing how Massview’s optimization services for Amazon listings will help you rank higher on Amazon and boost your product visibility. Some of these are included in our paid plans, but many are available completely free, so don’t miss out on free Amazon SEO services! For more info, check out the Massview pricing plans.
Find a high-demand niche to choose your product from, with Peek
No matter how many strategies or tools you use, you won’t have much luck if nobody wants the product you’re selling. If you want your listing to rank on page one, the biggest step is getting sales. To get sales though, you need to offer a product people will want.
That’s where Peek comes in. Peek is a Massview tool you’ll use to find the niches with high demand and low competition. It helps you find keywords with substantial search volume, so you can figure out what the market wants. From there, you get to see which areas of this high-demand niche have the most space for a new product, such as places where the current listings are missing something you could provide.
Find out the minimum daily sales you need to rank, with Massview Keyword Tools
Once you’ve picked your winning product, it’s time to send it to the top. Amazon’s A9 algorithm is complicated, but it follows some consistent rules. One big factor in what shows up on the front page is your daily sales rate, or sales velocity. For every keyword, there is a minimum number of daily sales you need in order to rank on the first page of results when people search for that keyword.
This is what Massview Keyword Tools can help with. First, you can use it to find out which keywords a given product is ranking for. Then, for each keyword you can check the minimum sales you need to rank for that keyword. Once you decide which keywords 1) are most relevant to your particular product and 2) have high demand with low competition, it’s time to put them in your listing.
Use your new keyword data to optimize your Amazon listing
Okay by this point we’re assuming you already have great product photos. If they suck, here’s how to fix your Amazon images. If you’ve ever shopped on Amazon, you know high quality images are super important to customers, so don’t ignore this! Next, let’s talk about titles.
Optimize your title for both A9 and humans
Next it’s time to write your titles. There’s a big debate about whether it’s better to keep this title short and concise, or long and descriptive with multiple points and keywords. To give our own answer, we ran an experiment on Amazon title optimization and found lengthier titles with more keywords tend to get ranked better.
An informative title also means better conversions, because customers landing on your product page will know what they’re clicking on.
Make sure the top search terms you’re targeting are included in your title or description. The first five words of your title will become part of your URL, and this affects how you show up in search, so choose carefully.
Include your product type, the brand name and model, and unique selling points. Colors and quantities are helpful, when relevant. Use multiple keywords in the title, both short and more descriptive, but separated by dashes (-) or pipes (|) to make sure it’s readable for humans.
Keep the whole thing under 200 characters. Remember, you still have a description section for more detail, so make the title interesting enough so the customer visits the page and reads your description.
Write clear and concise bullet points with more keywords
This is your opportunity to show why your product rocks. Keep it short and sweet so it’s easy to read. Most buyers will only skim it, so don’t give them a wall of text, and put your most important features and benefits first. The bullet points are a good spot to add a few more keywords that didn’t fit in your title, so try to work those keywords into the text in a way that feels organic.
Use this section to show why customers should buy this product over your competitors. Show what makes your product unique, without actually telling them “this is a unique product.” Buyers don’t really care about your opinion of the product, they just care about what the product is going to do for them. Leave the subjective comments to your reviewers.
Write a clear and helpful description
Use the description to give your customers all the final details they might want to know. Some sellers use this box to write a little story about the product. The description box is different from the bullet points section, and weighted slightly less by the algorithms.
However, this doesn’t mean you can ignore it. It can further hone your keyword focus for the page, and a good description can be that last push to get a buyer to purchase your product, so remember, each sale is not just a sale: it’s a ranking boost.
Focus on your unique value proposition, on how your product can improve the life of the customer. Add some frequently asked questions, instructions, product specifications, or anything else they might want to know before buying. And finish it off with a call to action!
Use the Amazon backend to your advantage
Don’t overlook this section simply because customers don’t see it. The algorithms still use it, so you should too. As the name suggests, you can add these on the backend of your listings. Backend keywords are a great opportunity to provide more product info to Amazon.
Simply fill the keywords in the fields of your seller central backend. Avoid using keywords from your product title or description, and instead focus on other keywords you couldn't quite fit in those places.
With your keywords set up, it’s time to start generating some sales.
Run a campaign to reach your minimum daily sales, with Masschat or Snagshout
With Masschat and Snagshout, you can offer great deals in exchange for initial sales momentum (and some other great benefits). By offering rebates through these platforms, you entice customers with cash back when they purchase your product.
How do rebates help your listing optimization? First off, they help you get way more initial sales! Your daily sales velocity takes a big leap, and Amazon’s algorithms take notice. Better still, when your customers buy your product with a rebate and leave you a review, their reviews get a Verified Purchase tag.
Boost sales velocity, get more quality reviews, improve your ranking. It’s that simple.
Using Masschat to generate Amazon sales
A Masschat campaign lets you spark a ton of new interest in your product, all inside Facebook. When you link up a Facebook Messenger campaign with Masschat, customers will see ads for your product with eye-catching coupons or rebates. When they show interest, Masschat requests their email so they can receive the deal.
One of the big perks of Masschat is that you can combine it with Facebook targeting. This means even if you have a really niche product, you can find an audience for it through Facebook’s powerful targeting system. The more you know your audience, the more useful it becomes!
Unlike normal Facebook campaigns, Masschat stores each email it collects in your database, so you can follow up later on and retarget past customers who are more likely to buy again, or check in with customers who didn’t complete their purchase.
Using Snagshout to increase Amazon sales velocity
The other way you can offer rebates is through Snagshout, our customer-facing rebate and coupon platform. Products listed here get shown to tens of thousands of early adopters (who are willing to try out a new product for a great deal) and interested buyers are sent to your Amazon listing.
Amazon no longer allows sellers to require reviews in exchange for these deals, but you can still request reviews after each sale, either through Facebook messenger for Masschat deals or through our encoded email system for Snagshout campaigns.
Increase your product review count, with the Auto-Request Reviews extension
While you can request reviews for each sale, this can be a huge hassle. With Monocle by Massview (our Chrome extension), you can use our Auto-Request Reviews feature to do just that: automatically request reviews from customers each time you log in. The app will wait however long you’d like after delivery, so the customer has time to use the product first.
With this extension, we measured a 200% increase in our rate of organic reviews. A higher review count with better star ratings will help get you ranking higher, so don't underestimate simple tools like this.
For some other reliable strategies that sellers use, watch this video on how to get more Amazon reviews.
This is not the end
if any of these optimization services caught your eye, learn more about Massview pricing plans to see what each tier offers. On top of these tools, we also provide long-term rank tracking and other useful software to push your Amazon sales to the next level. This article gives you plenty of tools and info to start strong, but there is always more to keep you ahead of the curve.
As a free user, you already get partial access to our keyword research and competitor analysis tools, so there’s nothing stopping you from starting right now for free. Give it a try and tell us what you think.