Ready to check how your potential listing stacks against the competition? The Listing Builder page allows you to start creating your listing's Title, Bullets, Description, Search Terms, and Subject matter.
- Chose your keywords from the Master Keyword List to use in writing your listing copy.
- Go to the Listing Builder tab to test out different copies using your filtered keywords and get a quality score for each draft.
- Scribble your listing title, bullet points, description, and back-end keywords at the top editable row.
- Every time you make changes, it will automatically add the drafts at the bottom section of the tab to track your total ranking juice™
- On the left section, the keywords from your Master KW List tab are listed so you see how each keyword is hit on your drafts.
- Utilize the top-search, highly-relevant keywords into your listings.
- Maximize the ranking juice™ by cross-referencing the match types used by your competitors from the Battle of the Titles tab.
Write your product title
As you write your Amazon listing copy, it’s vital to note how each element of the listing impacts your overall ranking juice™ and how customers generally interact with your PDP.
In this section of the SOP and onwards, we’ve outlined some of the most effective practices to help you take your listing copy to greater heights.
- Product title has the highest weight in terms of keyword ranking and is one of the primary reasons for getting clicks from the search pages.
- Focusing on highly relevant keywords in an exact match format is key to an optimized title.
- While the max character count is up to 200, it is recommended to keep your title around 90-100 characters for an easy reading experience for shoppers.
- Make sure to keep a balance between readability and keyword-stuffing. Your goal is to get people to click your listing so make sure it is succinct and engaging.
- Other quick tips for you:
- Never use ampersands (&) in your title to avoid breaking URLs
- Create 2-3 versions to A/B test in terms of Click-Through Rate (e.g. PickFu) and keyword ranking potential via Data Dive’s ranking juice™ scoring system (Step 3).
- Conform to Amazon’s category standards for title length and order.
Write bullet points
- Bullets have the next highest weight in terms of keyword ranking. Use this listing element to differentiate your product from competitors. Your ability to convert clicks to sales relies on how good your bullet points are.
- Leverage the keywords you filtered from the previous tasks and the key phrases you gathered from analyzing reviews and Q&A to highlight the information shoppers need to make a buying decision.
- When shoppers click onto your listing, they want to know what your offer is and if the product will work for them so ensure to add winning phrases to answer the questions in their minds.
- While the max character count for each bullet point is up to 250, it is recommended to keep yours close to 100-150 characters for an easy reading experience for shoppers.
- Refer to the below format as a guide:
- Bullet 1-2 to include important product information such as package content, product attributes, dimensions, material, etc.
- Bullet 2-4 to highlight your top-selling points on features/functionalities, quality, or use cases
- Bullet 5 to create brand identity by adding a brief description of your brand philosophy, customer guarantee, and/or mission.
- Other quick tips for you:
- Bullets containing the most keywords and the highest-ranking keywords should come first in the listing.
- Do not use emojis, symbols, or any other spammy formatting.
- Do not force keywords that don’t naturally fit with the bullet point headings.
Write product description
- Product Description has the least weight in terms of ranking but is useful to index your product for the other keywords not used in the title and bullets.
- While most customers end up giving this section little attention, there can be some who will read through what you write here so make sure you follow simple paragraph-style copy that is conversational and has answers to customer questions.
- While the max character count for this section is up to 2,000, it is recommended to keep it to 1,200-1,500 characters for an easy reading experience for shoppers. This should be enough to add good information and keyword phrases.
- Other quick tips for you:
- Use HTML to create paragraph breaks.
- Utilize misspellings, relevant Spanish words, and other keyword phrases.
Prepare back-end keywords
Back-end keywords are the excellent place to input relevant, high-ranking keywords that were not used on the front-end listing copy (i.e. title, bullets, and product description). What you put here teaches the Amazon search algorithm which words are relevant to you.
Some tips on choosing which keywords to add into your back-end search terms:
- Include keyword synonyms (i.e. nappy, diaper, etc) and abbreviations
- Use foreign keywords such as relevant Spanish words
- Use spaces to separate words, but they are not counted as characters.
- Do not include any plural or singular forms of keywords that you have already used.
- Avoid punctuations, abusive or offensive terms, and misspellings.
- Once you have utilized all relevant keywords, you can use the available character count to add relevant keyword phrases that were not able to be used in the listing.
- Avoid using repeating words because Amazon’s algorithm will index every keyword included in your product listing. You may use Helium10 Frankenstein to remove duplicates.
Review and approve listing copy
- Go to the Listing Builder tab to evaluate the draft listing copy.
- Once you're done with your keyword optimization, review the Listing Images to ensure they're conveying the same message as your copy.
- Ensure that the copy conforms to Amazon’s policies.
- Recommend any changes to the copy as it relates to:
- Maximizing the ranking potential with the keywords used
- Customer reading experience
- Listing copy best practices
- Internal style guides
- A/B testing
- Approve the listing copy in preparation for launching the product on Amazon.
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