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PLEASE NOTE: Nothing that I share here is known by the general public or the average Amazon seller/vendor. The more it’s implemented, the less effective it becomes. Did you know that Google and other search engines do not index most of your Amazon listing content? Nope… truth is, Google’s job is to direct their users to an assortment of eCommerce options, and not just Amazon. While Amazon’s job is to keep their customers shopping within the Amazon marketplace for goods of all kinds. Which is why the A9 (Amazon algorithm) is unique, and quite different from Google’s algorithm… and also why creating optimized content for both differ. As an Amazon seller in an overcrowded niche… that may be frustrating news to you. But it doesn’t have to be. There’s a bright side to it all. Why else would I be writing you this? What if you could use the power of Google (and other search engines) to attract more customers to your listings? What if you could control what content shoppers are seeing online? Or if you could influence their decision by showcasing your value or authority in the marketplace, for your specific product niche. Well… there is a way. And all you have to do is simply answer a question. The QUESTIONS AND ANSWERS section to be specific. Yes… that area towards the bottom of your listing, that MOST sellers don’t pay any attention to. “If you don’t like what’s being said about you, change the conversation.” ~Don Draper To get Google to index your content, you need to create the content… or at least address it. In the Q&A portion of your ASIN listing, there are “hopefully” a list of questions about your product that can not only separate you from your competitors, but give your online shoppers the answers to the questions they need to make an informed decision. If you’re not utilizing this section… begin today. But first, let’s take a look at an actual Rubik’s Cube Amazon listing.  Let’s scroll down to the Q & A section of this item.  Here, you see the question, “Is there instructions on how to solve the cube?” Now, out of all the different variations of Rubix’s Cubes available, not only on Amazon, but the ENTIRE World Wide Web… let’s see what happens when we Google that EXACT question, without mentioning Amazon in the search.   Oh… would you look at that. Scroll down, just a little bit… and on the very first page of Google search, that very same ASIN shows up on Google, for that specific question. By now, you’re probably saying… “Well, that’s great Craig, but how does this help me?” It’s simple really. What if you could address a highly asked question in regards to your product, answer it, and get it indexed on Google? So, whenever anyone searches for that specific question, they will be directed towards your Amazon listing. Are you beginning to see the value? So, if you sell a flavored Whey Protein Powder, what if the question was, “Can protein powder be heated?” Imagine if this increased your search volume by an additional 10 – 20 – 50 or more shoppers a month. And remember, that’s from simply asking and answering a question. No ppc campaigns, no Facebook ads, and no copywriters (unless you need me). Keep in mind, as a seller, you can not create your own questions. However, that doesn’t stop your business associates or favorite customers from doing so. I guess, you’re next question will be… “Well how do I know which questions are being asked about my type of product?” Wow… it’s almost like I’m a mind-reader. My first answer would be to simply use the Google search tool, and as you begin to type in your type of product or keyword, you should see a few questions that are being asked. However, he’s a more detailed (and FREE) answer: www.answerthepublic.com Yup, this website is completely free, and allows you to type in a single keyword, and see what questions are being searched for via Google, social media, and all throughout the internet… relevant to the keyword that you’ve selected (see PROTEIN example below).  By simply doing a little research, not only do you get to know your target audience a bit better, but you may find a few backend keywords that you hadn't thought of, and more importantly, you’ll get to know the burning questions that are leading customers towards (or away from) the “Add to Cart” button.
Try it with your product(s). Be creative, and think outside the box when it comes to keywords and terms. If implemented correctly, this tiny little trick can help generate organic traffic to your listing… which means additional visibility with the A9… higher click rates… and (wait for it….) increased sales. PLEASE KEEP IN MIND… This tip will not work overnight… (indexing takes a while) but can work in as little as a couple of weeks, to a month… depending on your listing popularity. Good luck. I get it! (Heck… we all get it) Your brand … your line of products are the greatest thing since sliced bread. But why? No. Really… I (we) are all asking… why? This very inquiry is one of the few standard questions that I consistently insert within each of my customized copybriefs to clients. Usually, the answers sound something similar to:
Okay, that last part was unnecessarily sarcastic and quite false. My apologies. Truth is, I almost expect these types of responses from newer clients. Heck, most businesses believe that their true value lies in their product or service offers...
 Sure, it’s great to add value to your eCommerce products and services through special offers. However, it’s much more important that you know what value you add to the prospects lives. Of course, you can’t possibly know this unless you have a clear understanding of your target audience. (Another key section on my copy briefs – but we’ll cover that at a later date). This is me… asking you… “What makes your company, brand and/ or product different from your competitors and how does it add value to your customers lives… specifically? Or maybe asking this way may help… What is your USP... aka unique selling proposition? (Oh… stop it! You knew it was coming.) What sets your business apart from others? What specifically do you want your customers to attribute to your brand?  For the record, I’m a bit old school and don’t buy into your USP being a tagline or slogan - unless it clearly defines whom you are as a brand.
So no – generic responses such as, “We use 100% natural ingredients” will no longer cut it. A quick google will easily show you how common and overused that term is. It’s a great feature, but it’s not the ONE thing you want to be recognized for (unless you’re selling 100% all natural organic radioactive bubble gum. Then my friend… you may be on to something. Call me.) When you’re thinking about what sets you or your product/ service apart… go deep… deeper… and then… keep going. "If you've never actually thought about it before, this can honestly be quite scary. Doubts and soft whispers will begin to set in. Trust me - this is natural. Fight through it. Because it's necessary, and more importantly, it's vital towards developing an unwavering confidence about what you (or your product) bring to the table." So, if you’re selling the world’s best Rubix Cube (You can call me as well… I love those things), what makes your item special? Is it because your version donates 20% of its proceeds to a specific children’s charity? (A noble cause that makes the customer feel better about themselves and their purchase) Or maybe… Your Rubix Cube possesses a color pattern that has been shown to evoke happy emotions and scientifically proven to stimulate enhanced brain cognition? (You’ve just answered the “So how does it add value to my life” question) And remember, even if your product or services don’t necessarily offer anything ground breaking or new, there's always a unique way of verbalizing your uniqueness to potential customers. But hey… there’s only room for one creative copywriting genius here. So, you can leave that up to me. In the meantime get specific about what your brand has to offer, know specifically whom you’re offering it to, and give them a reason to click that “Add to Cart” button.  This post was updated February 1, 2018 Before we begin, can we just take a moment to appreciate the level of wordplay included within the title? Prime/ Amazon/ Deliver Anyone? Nothing? Okay... Okay. So... Amazon product listings. They sound inherently simplistic enough, don’t they? Truth is, there’s one common question asked by both, seasoned Amazon sellers and small business owners looking for their first review. What's more important to getting the sale: a great product description or an optimized product listing? My answer is... Wait... you didn’t think it would be that easy... did you? Today, we’ll discuss why they go hand in hand. But also, how you can instantly improve your listings with just a few important tips. First, let’s take a closer look at the importance of the two... shall we? THE IMPORTANCE OF AN OPTIMIZED AMAZON LISTINGIt’s time for you to acknowledge the fact that Amazon is a search engine, just like Google. The main difference being that Amazon focuses on products. More specifically, merchandise that match your potential customers wants and needs. Google searches the entire World Wide Web, providing information for anything that your little heart desires (person, place or thing... & more you weirdo). And just like Google, the Amazon Marketplace has it’s own unique algorithm (called the A9) that helps rank web pages (product listings) in a given search string. By now, we all know the importance of being visible on Google, or any of the prominent search engines. The same holds true for Amazon product listings (ASIN). After all... If a tree falls in the forest, (No Craig... wrong blog). If your customers are unable to be find your products in the Amazon searches, are your products actually there? THE IMPORTANCE OF HAVING HIGH CONVERSION AMAZON TITLES | BULLET POINTS | DESCRIPTIONSIn today’s eCommerce climate, it’s common that most people reference the term “high conversion” to SEO (search engine optimization) when discussing products. However, in the traditional sense of sales and marketing, that’s not how it’s used. Whenever I mention high conversion product descriptions to my clients, I’m referencing it’s ability to compel the prospect to make a purchase. In other words, the description has done it’s job, and converted an online window shopper into a new customer. And just in case you weren't aware - Yes! That is the sole purpose of a product description. You'll notice that most experienced bloggers will rely on their attention grabbing headlines, to get you to want to read their sub-headline; and their sub-headlines to get you to want to read their first paragraph; and so on. Make no mistake about it; the purpose of an effective product description is to get the reader to want to purchase that product, not simply to relay information. HOW THE TWO TIE IN TOGETHERIt’s simple really. One presents the opportunity for customer to find you (Allowing the A9 to send traffic your way). The other takes advantage of the opportunity once your customer arrived (Clicking the "Add to Cart" button). Maybe you have an actual storefront. Let me put it to you in terms you can appreciate. One is the sales sign that you have posted out front to attract customers. The other is the well informed sales person that you have awaiting them on the inside. Great! Now that you have a better idea of just how important these two things are, let’s get to the part you’ve been waiting for. HOW TO USE THESE TWO POWERFUL TOOLS TO CREATE EFFECTIVE LISTINGS1.) Create Attention Grabbing Product Titles This may seem like a no-brainer, but allow me to expand on what I mean by “Attention Grabbing.” Not only is it important that your product be properly titled to notify your potential buyers that your product is something that may interest them, but it also plays a pivotal role in helping the Amazon algorithm put your product in front of your ideal buyer. Although Amazon has not confirmed this, many believe a keyword rich product title to be even more effective in rankings, than bullet points or descriptions. Word of advice here. This isn’t quite like crafting an official name for your product. Your intent is not to conceptualize something cool, witty or catchy for an advertising campaign. It's to use RELEVANT KEYWORD RICH CONTENT that identifies with your item.  This is about giving your product the best possible chance of being discovered by the consumer. I recommend having a strategy. For example: {1 Part Brand Name x 1 Part Keyword x 3 Part High Relevancy Keywords x 1 Part USP x 1 Part Size, Style and Quantity} It really depends on the niche you're in. However, before you submit your final product title, make sure that you have checked with Amazon’s categorical rules and recommendations. 2.) Be Picture Perfect One of the most common mistakes that Amazon sellers make, is showing only 1 - 2 photos. Your products’ photos are your chance to connect with all of your potential customers whom are visual buyers. This is where you’ll create a visual story through images, placing the product in your prospects possession. To effectively optimize your product listing, you want to provide an average of 6-7 high quality photos.  Starting with the main image, you’ll want to post your product on a plain white background. No text, watermarks or graphics allowed. Nothing else, but a clear photo of the actual product. With the exception of books, music and movies, your image should fill 85% or more of the image frame. What about the other 5-6 potential opportunities to help your prospects fall in love with your product? You’ll want to provide multiple angles of your item along with close-ups views of your product packaging. Don’t forget to include a mix of environmental shots and/ or photos of people using your product. Again, this is to help them visualize owning your product. Important note: Although there are many wonderful DIY options for taking high quality photos, nothing beats working with a trained professional. Look at it this way: If the professionally taken photos do their job, you’ll never have to take them again. However, if your mobile phone pics don’t work, you’ll not only lose money from lost sales, but you’ll eventually just end up spending the money to pay for professionally taken photos anyway. If possible, save yourself the time and money. Do it right the first time. 3.) Craft A Bullet With Your Prospects Name On It Okay, obviously not literally. I repeat... do not go crafting actual bullets with people’s name on it. That’s just creepy. What I’m trying to say is, put yourself in the prospects place and be proactive with your bullet point features. Briefly answer any questions that may be of utmost importance to them by listing key benefits. Answer your potential buyers' concerns of how this product may differ from your competitors. It’s also a great place to include any product guarantees or unique certifications. Remember, today’s online shopper likes to skim over material. So make your features POP with TRENDY KEYWORD RICH CONTENT. What better place to have your potential customers skim, than your featured bullet points.  You’ll find that this part gets substantially easier, once you adopt the mindset of, “What's important to my customer?” And what terms are my customers searching for when looking for items like mine? Don’t worry. You have approximately 1000 characters to do so. No pressure. 4.) Close The Sale With Professional Product Descriptions
We’re almost there. But this is the big leagues kiddo. This isn’t the time to get careless. So, let’s finish this the right way. In my opinion (Yes, I’m a bit biased), product descriptions are the most important part to closing the sale. As covered one of my previous post, there is an art to creating product descriptions that convert. However, with you Amazon product listings, it’s even more important to communicate your products’ uniqueness in a readable structure. This includes telling your customers why they should purchase your item. You may also include technical jargon like product specifications. For further optimization and enhanced readability, you may also want to consider formatting your copy with HTML. Fun Fact: Bullet Points are acceptable here as well. Make sure that your content flows for the reader. Do you remember that important note that I stated under tip #2? Well, the same applies here as well. However, if contacting a professional copywriter is simply not in the cards, feel free to use the guidelines that I have outlined for you.
And remember, if you're working with a copywriter, a detailed copy brief is essential to creating truly inspired optimized Amazon listing and product description. I believe that Amazon is like the New York City of eCommerce. If you can make it there, you can make it anywhere. Of course, there is a bit more that goes into increasing your visibility, conversions and ranking on Amazon, but if you apply these 4 prime tips, you’ll soon find your way to the top of the best sellers list. Good luck. |
ABOUT CrAIG ANTHONYCraig Anthony is a copywriting chef, specializing in cooking up deliciously clever ad campaign slogans and highly effective product/ service descriptions. (He also occasionally attends Oreo cupcake rehab) |
