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  • Create the Perfect Amazon Listing

    Create the Perfect Amazon Listing

    When selling online, the most important skill to learn is how to craft the perfect Amazon listing. Think calling it a skill is an exaggeration? Not at all. Marketing and e-commerce SEO firms have spent years and hundreds of thousands of dollars learning how to craft the perfect Amazon sales pitch in the form of a product listing. Product listings are the front cover of your product, the first thing any customer comes into contact-and people absolutely judge books based on their covers. All this said, it is possible for every individual with some basic tech know-how can make perfect Amazon listings that capture attention and drive sales. The following is a look at how.

    How to Create the Perfect Amazon Listing

    1. Start with Keyword Research

    Amazon is the largest e-commerce marketplace, and as such, being bold and standing out from the crowd is important.Doing keyword research and strategically placing high-value keywords (keywords customers are most apt to search) in your headings and general description along with strategic keywords is arguably the best method for getting customer attention.

    Keywords are so important because Amazon uses its own social algorithm known as A9 that is specifically coded to help customers find exactly the product they want quickly and effectively. Part of how A9 does this is by listing and ranking products that best reflect the keyword the customer uses. 

    When creating a new listing for one of your products, it can be incredibly hard to rank high on general-use keywords like "disinfectant spray" or "dog collar" because of the heavy competition. There are some who believe new products get a bit of Amazon boost when they are first listed, but that quickly fades as you're forced to compete with older products and products by more well-known brands that are well-ranked by the A9 system.

    The trick to beating this is thus by choosing both the obvious generic keywords and more specialized ones that relate specifically to your product or to what you think your customers will search for when looking for your product. For example, if you sell disinfectant spray, then consider what else makes your cleaning product different from others and include that in your headings and product descriptions. For example, if you sell green products, then highlight that with longer keyphrases like "100% all-natural disinfectant spray". 

    As you choose keywords and start drafting your Amazon listing, keep the following things in mind:

    • Use as many relevant keywords as you can without overtly keyword stuffing. In other words, seed your listing with combo phrases and long-tail keywords that will draw attention and increase your visibility, ultimately increasing your sales and rank.
    • Be strategic about your most relevant keywords. Place your most relevant keywords in your product title, in the first two bullet points, and within the first 100 words of your listing's description. 
    • Create a spreadsheet and update often. Use a spreadsheet tool like Google Sheets or Excel to note which keywords you use and when you submit the listing. In a month, revisit that spreadsheet and your search rankings. Consider keywords customers have left in your reviews and/or look at competitors' products and adjust your own keywords to see how, if at all, they improve your ranking.
    • Search for synonyms. Not sure what keywords relate to your product? Use Google's thesaurus to check for synonyms. You might even ask a friend what words they would use when searching online for a product like yours. 
    • Use a keyword tool and focus on long tail keywords. A keyword tool like this one will better help you analyze your considered keywords and help in generating relevant long tail keywords. Long tail keywords are important because while they generate less search engine traffic, they will generally have a higher conversion value as they are more specific and exact to what the buyer is searching for. 

    2. Craft an Informative Product Title

    Your product's title will be the first thing a customer will see in the search results and it, along with the main product photograph, will be what determines whether the customer clicks on your product to learn more, or chooses to scroll past to the next item on the results page. So, it's incredibly important not to be coy and instead be assertive, crafting your product tile in an informative and compelling way.

    An informative product title is a title that encapsulates everything about your product in the allocated space -- and every seller should use all of the allocated space, maximizing the full character count Amazon offers within the title's text box. Make sure your highest-value keyword along with the name of your brand and the title of the product itself lead in the title. After this, add relevant information like color, unit quality (ie 12-pack), and size. If you still have space, add in secondary keywords following the more relevant information. 

    3. Make Your Listing Visually Appealing

    They say a picture is worth a thousand words but, in truth, it's worth even more when in the world of e-commerce. After all, new customers are apt to have never heard of your product and maybe never have experienced what your product can do. They have little to no idea what to expect and the best way to ensure that they can trust you are selling them what the words in th...

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    Formé à l’EM LYON, j'ai commencé mon parcours chez Lycos Europe Londres en 2001, le premier moteur de recherche Européen. J'ai ensuite rejoint E-Business Events en tant que Directeur Marketing où j'ai co-créé les salons E-Commerce Paris et E-Marketing Paris. C’est en 2009 que j'ai fondé Krooga pour accompagner les entreprises sur Internet.


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