The product title is one of the most important yet overlooked aspects of your listing. Alongside your product images, it’s the first thing a potential customer sees when searching for a product. It plays an important role in helping someone decide whether to click through and spend time looking at your listing.
The negative effect of a poorly written product title is more than just simply turning away shoppers at the door. It can impact your brand trust, drive less sales and appear less favourable to the Amazon algorithm.
Amazon indexes product titles and relies on them to help determine relevance. Therefore, good or bad titles are directly related to customers seeing your products at all. If you have a well written product title, then this will attract and have a higher potential to convert. A poorly written title will be glazed over and moved down in search relevancy.
TIPS TO OPTIMIZE YOUR TITLE
As a foundation, your Amazon title should be concise and clear. It should include information that you would want to see if you were searching for your product.
Your title should provide value to your audience as quickly as possible. Optimized titles allow people to learn about your product and compare it to your competitors at a glance.
1. INCLUDE 3-4 KEYWORDS WITH HIGH SEARCH VOLUME
When you type a search term or phrase into Google, you’re more likely to click on a search result that uses that uses similar words. The same principal applies with Amazon product titles; shoppers are more attracted to words that match what they’ve typed in as this signifies relevancy. The words used here are usually high-volume search words.
However, there’s a catch when using keywords with high search volume. Don’t use these words just because people are searching for them! If they don’t accurately describe your product, you won’t convert. This in turn will tell the Amazon algorithm that your product isn’t relevant under certain search terms, reducing your exposure.
2. CONSIDER QUESTIONS SHOPPERS ARE ASKING
Your title should include information that reflects what your customers are looking for. It should answer questions that your customers are asking about your product, encouraging them to click and read your listing. The most effective way of doing this is looking at how your competitors position their language and analyzing customer reviews.
Evaluating reviews and Q&A’s is a big one! You will uncover exactly what your customers are thinking and looking for in your product by assessing their feedback. This provides a valuable snapshot of what information would be most beneficial to include in your title.
3. OPTIMISE YOUR TITLE FOR MOBILES
Recent reports indicate that the Amazon app has more than 50% of the total market share of any shopping app in the US. This means an increasing number of Amazon shoppers are using their mobiles to shop over desktop.
While it’s still important to optimize for desktop, you need to consider the differences in content visibility between the two devices and how your listing will appear. To start, you’ll want the most relevant information shown to your customer in an easy-to-digest form.
Mobile view is limited to about 80 visible characters, so place the most important information and 3-4 highest volume search terms at the beginning. The best way to find your most relevant keywords in your niche is to use a search tool like Zonguru and generate a “Key Words on Fire” report.
4. AIM FOR 100-150 CHARACTERS IN TOTAL
While Amazon gives you 200 characters to use in your title, it’s recommended to only use roughly half the amount. People nowadays have short attention spans, so focusing on the main information, benefits, and USPs will keep your title succinct and to the point. Depending on the type of product, think brand, model, size, quantity, colours etc.
This will not only give your customer a clearer understanding of your product more quickly but will more likely lead to conversions (favoured by the Amazon algorithm).
5. CONSIDER THE NEW AMAZON RANKING ALGORITHM
According to Amazon representatives, keywords used in your title don’t necessarily play such a big role as they used to. While they still impact your products visibility, Amazon doesn’t rely on the title to determine relevancy as it did previously. It is now thought to place additional emphasis on other attributes such as click-through rate, conversions and reviews (amongst others).
This means you can now pay more attention to crafting a descriptive, yet readable title. Instead of jamming as many keywords as possible into your title, you can incorporate more readable phrases with better accuracy and flow.
6. AVOID OVERUSE OF KEYWORDS
Amazon rewards conversions and sales, so indexing keywords that drive traffic and do not result in conversions will hurt your organic ranking. Ensure the 3-4 keywords you use are relevant and not misleading for the sake of clicks. Ranking organically is the holy grail – so avoid any behaviours that could pose a risk.
Remember, you only need to integrate your keywords once to rank for them so there’s no need to repeat them throughout. You don’t want to waste valuable real estate in your product title on fluffy word stuffing ‘just because’!
7. USE SUBJECTIVE COMMENTARY SPARINGLY
Amazon is quite specific on the type of language you can and cannot use in your title. Using subjective phrases such as ” Hot Item ” or ” Best Seller ” is not permitted and will lead to suspension. It also creates a ‘salesy’ and disingenuous tone to your customers affecting brand trust.
You may be able to include some subjective terms such as “Premium” or “Luxury”; although be aware that Amazon may still deem this language as subjective. The best titles describe what your product is and its different attributes, so avoid any language that sits outside that criteria.
8. USE MEDIUM & LONG TAIL KEYWORDS
Depending on your product category and niche, short tail keywords may be highly competitive and expensive to rank in. It some instances short tail keywords are ideal to use, however you need to determine what your goals are, what your competition is like and your budget.
It is recommended to use medium and long-tail keywords where possible as they are buyer intent keywords. They have potential to generate more sales and usually have less competition (reducing PPC Advertising spend). Medium and long-tail keywords are generally phrases customers are already searching for. That means you’re incorporating the types of questions shoppers are already asking (as suggested in point 2).
BOXED DESIGN WILL HELP YOU OPTIMIZE YOUR AMAZON PRODUCT LISTING
Amazon is an exciting venture and great opportunity to sell products and establish a successful business. Building a prosperous business on Amazon is an intricate collection of moving parts where everything from your listing to shipping is related to creating overall success.
As an Amazon hub, our agency understands the impact a well-written optimised listing can have. We bring unique value to our Listing Optimisation Package through the understanding that the listing isn’t a stand-alone component. We consider your objectives, audience, competitors, category and product type (and how it will be perceived by your audience), and your marketing strategy to create a customised listing tailored for you.
You can check out our Listing Optimizer Package HERE or CONTACT US for a FREE 15-minute consultation to find out more about our Amazon services.