Amazon is the largest online retailer in the world. As a result, sellers have to compete against each other to get their products in front of as many people as possible. One of the best ways to do this is to rank high in Amazon’s search results.
Use strategic SEO basics like keyword research to give your Amazon product descriptions a boost so that your products are seen by the right customers. SEO isn’t just for Google searches anymore. The truth is, SEO is an underutilized tactic when it comes to positioning products on Amazon.
People search Amazon because they’re ready to buy something. Use this to your advantage by combining customers’ readiness to buy with an SEO strategy.
What Makes a Great Product Description?
Product descriptions often include an overview of the manufacturer’s specifications. It’s necessary information that’s important, such as height or weight, color variations, fabric content, specification, warranty, and more. It’s your job to add glitz, like your products unique properties, applications, and benefits.
Here’s a few things to keep in mind when writing your product descriptions:
- Don’t plagiarize: Although you should know and read your competitor’s product listings, don’t plagiarize no matter how tempting.
- Get to know your customer: Understand what they like, what they need to know, and how your product will benefit them.
- Don’t use product description generators: (Yes, they actually exist). If you do, it won’t be long before people catch on. They want uniquely you, not common and ordinary.
- Don’t stuff your listings with just words: Like top-of-the-line, first class or most amazing. Your product may be all those things, but rather than using superlatives, use real data to sell your product.
- Sell the benefits of your products: This is where knowing your customer really helps. If you know your customer base you know what they need, why they need it, and how your product can help.
- Try storytelling: Manufacturers’ product stats are necessary, but weaving the stats into a story will sell. Give ‘em something unexpected.
Preparation For Writing an Amazon Product Description
From doing product research several times over, I’ve noticed that many, many sellers do not put much effort into their product descriptions. This is a mistake. You could be walking away from valuable sales by not making the most of every pixel of Amazon Listing real estate possible.
So let’s dive into some of the best approaches to writing that perfect, converting product description.
- Stuff Your Title Tags
Think keyword stuffing is a thing of the past? Think again, especially if you’re writing a product description on Amazon. While title tags for blogs are generally under 60 characters with one or two keywords, Amazon allows you to write up to 500 characters and advises that you stuff as many keywords in as possible.
- Create an Awesome Product Title
According to Amazon’s own customer service page, the key to writing a great title depends on the type of product you’re writing about. Different categories have different formulas that work best. Titles also must not exceed 200 characters (including spaces) in all categories.
- Include Bullet Points
If there’s one thing everyone loves, it’s bullet points. They make finding information simple, fast and clear. Amazon shoppers are no different. One of the best ways to showcase the perks of your product is with bullet points, but just as in everything else in content marketing, quality trumps quantity every time.
- Call Your Shoppers to Action
They may be disguised on Amazon, but they’re still intended to move your customer to the final checkout. If you are offering any promotions, let users know about them. As you’re writing each detail of the page, keep in mind that there are several ways you can lead your shoppers to the checkout.
- Make Your Images Sell Themselves
Viewers now want to see the product in a variety of shots, whether you’re showing different angles or demonstrating it in use. Zoom buttons are a must as well as expandable images. Even videos are becoming a common way to display your product in action or show its design from all angles.
- Keep it Short
Obviously, this is not in reference to your title tag, but rather the amount of time your page takes to load. While you can’t control many of the factors that determine load times on amazon product pages, you should at least make sure your images and videos are optimized to load quickly and not be too large.
- Get a Second Point of View
Your page might look perfect to you, but you may be slightly biased. A new set of eyes can go a long way in spotting eyesores and inconsistencies that you may have missed. You’ll also want to find out what your viewer’s first impression is when he or she lands on the page.
Creating your product descriptions can either be a tedious task or a moment of opportunity. The words you choose, the photos you upload, and the keywords you incorporate all matter. Together, they help sell your products, help your brand shine, and let customers know why they should care about your products.
Product descriptions shouldn’t simply provide the basics, but instead, point out why your product(s) improve their lives. If you can convince your customers, you’ll get customers to click the ‘add to cart’ button, and your Amazon store will show a profit.
When you’re done, you should have an Amazon product listing that:
- Communicates and connects well with your target customer.
- Ranks high in the Amazon search results.
- Is descriptive with text that engages shoppers and walks them through the features/benefits of your item.
- Delivers much-needed details to boost confidence and knowledge so customers are eager to purchase.
Higher rankings and more conversions? That’s something to get excited about !