Amazon is a powerful selling tool that can help you get your product into the hands of thousands of customers you may never have found on your own. Because Amazon acts as both a seller and a search engine, it’s important that your Amazon listings employ good SEO tactics to draw in buyers. Amazon is searched millions of times each second by buyers all over the world, but if your SEO tactics aren’t up to snuff, your listing may be suppressed.
A suppressed listing happens when you use bad SEO tactics or break Amazon’s listing rules. Once your listing is suppressed, it’s virtually invisible — which means that people coming to buy a product cannot find yours. Suppressed listings can be updated in the backend of Amazon and can be fixed so that your listing appears, but with millions of searches a minute, it’s important to keep your listings live and unsuppressed.
As you take the time and spend the money to invest in Amazon SEO, it’s important that you don’t undo all your hard work with Amazon SEO mistakes. Using good SEO isn’t enough; you also need to avoid Amazon SEO mistakes. The following Amazon SEO tips will help you fine-tune your Amazon listings to increase sales and revenue.
As tempting as it is to fill your Amazon listing to the brim with your keywords, keyword stuffing doesn’t give you a leg up on the competition and can potentially get your listing suppressed. Amazon only allows you less than 250 bytes for your search terms. This limit is new, and if you’ve keyword stuffed in the past, you’ll need to go back and adjust those listings. A major Amazon SEO mistake comes into play when you forget to adjust the keyword stuffing in old listings when regulations change.
Amazon favors user experience and usability when it comes to your titles, keywords, and descriptions. Remember this when you feel the urge to sneak in an extra keyword or two, and resist.
What’s in a Name
Since keyword stuffing is out, it’s important that you focus on creating a great title. Remember that Amazon is all about user experience, and the title of your product listing is a huge factor in that. You want your title to read naturally. If it feels awkward and jumbled, chances are buyers will scroll right by.
To create a great title you will need to use your most relevant keyword. Just because keyword stuffing is a no-go, doesn’t mean you can’t use any. By putting your most relevant keyword in the title, you lead users right to the products they’re searching for. For a high click-through rate, make sure that you also consider including your brand, product specifics, or a brief indicator that describes your product function in the title. Avoid making it too long, but don’t be afraid of beefing it up a bit. Remember to keep the title relevant though — don’t include unnecessary details.
Tag — You’re It
HTML tags are an essential part of Amazon SEO for descriptions. HTML tags, as well as Enhanced Brand Content (EBC), make your listing easier to find. Though HTML may seem overwhelming to an Amazon newcomer, it’s not as hard as it sounds, and without it, you’re making a massive Amazon SEO mistake. When your brand lacks proper HTML implementation, you risk losing customers because your format makes the description hard to read. Serious buyers are interested in product specs, details, and other identifiers and differentiators. If those buying cues can’t be found in your description, you may lose a potential sale.
Follow the Leader
When in doubt, follow Amazon’s lead. This may be one of our best Amazon SEO tips and one of the most forgotten. Amazon has a specific set of rules in place and a very specific set of formula listings. Follow the formulas, guidelines, and listing rules laid out for you by Amazon. So many companies fall into the trap of thinking that they can get away with bending the rules one way or another to fit in an extra keyword or make a listing fall more in line with their SEO strategy. Amazon finds the bent and broken rules though, and in return, you get a suppressed listing that can’t be found.
Loose Lips Sink Ships
Amazon likes to be the one-stop-shop, so if you sell on Amazon, you need to avoid sharing information that will lead a consumer away from Amazon to your page directly. This is a major SEO no-go. When you add information in your description like your name or your website, it’s an automatic red flag for Amazon. Even spelling your web address out like this — www(dot)amazon(dot)com — will get your listing flagged and penalized. Don’t use the description to promote other products either, or to offer customers something free. Stick to talking about the listed product and using good grammar and readable language. This is the best way to avoid being flagged or suppressed.
As the Amazon algorithm updates from time to time, make sure to keep up-to-date on best Amazon SEO practices. When something major changes, remember to go back and update older posts as well. This will keep your products ranked high and easy to find so your listing will be effective, successful, and profitable to your business.