SEO 1B: Title and Bullet Optimization SOP

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SEO 1B: Title and Bullet Optimization SOP

 

Summary: The title on Amazon is one of the most important aspects of the SEO experience on Amazon. Not only is the title the most customer visible aspect of the listing (conversion), it also ranks among the highest (if not the highest) in the Amazon algorithm for SEO indexing and ranking. Having a well optimized and compliant title is imperative for success on Amazon. 

 

Amazon Title Guidelines: Amazon Rules and Guidelines for the title. 

 

Title requirements apply to all products on all of Amazon’s worldwide marketplaces. The four criteria that could cause a product to be search-suppressed are:

  1. Titles must follow the recommended length of your product category characters, including spaces.

  2. Titles must not contain promotional phrases, such as "free shipping", "100% quality guaranteed".

  3. Titles must not contain characters for decoration, such as ~ ! * $ ? _ ~ { } # < > | * ; ^ ¬ ¦

  4. Titles must contain product-identifying information, such as "hiking boots" or "umbrella".

Failure to comply with these requirements may cause a product to be suppressed from Amazon search results.

Source: Amazon Rules and Guidelines for the title

 

Title Length: Generally between 0 and 200 characters, but is category dependent. This can be checked here

 

Other Best Practices: 

 

  • Utilize your brand name in the start of the title. EX: Acme Brands - 

  • Do not use competitor brand names, trademarked or copyrighted terms, gifting terms, claims, or anything else prohibited by Amazon terms and conditions. Do not plagiarize other listings. More information here Prohibited Phrases/Keywords

  • Utilize the most descriptive, relevant, and highly ranked keywords for your niche for the title. This is imperative. 

 

Amazon Recommendations for Other Best Practices: 

 

  • Don't use ALL CAPS.

  • Capitalize the first letter of each word except for prepositions (in, on, over, with), conjunctions (and, or, for), or articles (the, a, an).

  • Use numerals: "2" instead of "two".

  • Don't use non-language ASCII characters such as Æ, ©, or ®.

  • Titles should contain the minimal information needed to identify the item and nothing more.

  • Don't use subjective commentary, such as "Hot Item" or "Best Seller".

  • Titles can include necessary punctuation, like hyphens (-), forward slashes (/), commas (,), ampersands (&), and periods (.).

  • Titles can abbreviate measurements, such as "cm", "oz", "in", and "kg".

  • Don't include your merchant name in titles.

  • Size and color variations should be included in titles for child ASINs, not the main title (see below).

 

Methods for Research for Optimization:

 

Method 1: 

 

Step by Step Guide on How to Get Keywords for your Titles & Bullets for Listing Optimization

 

  1. Use all the resources you can get to build your copy.

  2. For the title, you can base this on the Product sheet provided to you in PDF or simply access the client's website, or using the product listing and copy the titles listed there.

  3. After getting the title from the website or from your cheat sheet, you can start adding more relevant keywords. You can either mimic the keywords used by a competitor by checking their listings, or conduct a Reverse ASIN Cerebro Search in Helium10 and select the top-performing ASINS to extract relevant and high search volume keywords.



Example of Website Listing is Shown Below:

 




 Here is the optimized version in Amazon:

 

 

Method 2: 

 

  • Utilize keyword research already done using the Master Keyword List (Phase 1A) and product knowledge, website, and competitor listings to ensure top keywords are in listing, and the title is relevant. Double check for relevancy and top ranking if you utilize this method. 

 

Method 3: (Phase 2 Strategy - Scribbles): 

Template: 

 

Listing to be Optimized: https://www.amazon.com/dp/B08V5LHLCZ?ref=myi_title_dp 

 

Top Competitor: https://www.amazon.com/SIMOLIO-Protection-Wireless-Headphones-Charging/dp/B082KN3MCW/ref=sr_1_4?dchild=1&keywords=Wireless+TV+Headphones+for+Elderly+%26+Hard+of+Hearing&qid=1621870125&sr=8-4

 

Current Title: AudioRange Wireless TV Headphones for Elderly & Hard of Hearing | Plug & Play | 100ft Range | No Delay

 

Link to Client Website: Audiorange.com

 

Link to Keyword Research: Link 

 

Optimized Title: AudioRange Over-Ear  Wireless Headphones for TV -, Hearing Aid and Amplifier for Elderly, Seniors, and Hard of Hearing - Plugin Play, 100ft Range, No Delay, - Hearing Device Compatible with All TVs

 

Characters: 197

 

Keyword Phrases Bold

 

QA Completed by: Dustin



Bullet Points:  

 

Bullet points should address the customer’s need for the product, such as “What problems does this product solve?” “Who is this product designed for?” “How can we remove fears/worries with this product?”

 

Bullet points should also comprise of at least 200 characters, and incorporate as much SEO and long-tail keywords as possible without ruining the flow of the bullet point. It must still be coherent and readable instead of a bunch of SEO crammed together. 

 

  • Begin bullet points with something to separate from the rest of the text. Statement followed by a dash (-) or colon (:) works best (no odd characters or symbols allowed, save for emojis)

  • Address items such as product description, dimensions, weight, age range of users, ideal conditions for product, problems product solves, country of origin, product uses, added accessories, etc.

  • Get the point across without being wordy

  • Include as much SEO as possible, with both individual keywords and keyword or long-tail phrases.

    • The better the SEO is ranked organically, the better it is to include in the first or second bullet points.

  • 200-250 characters is about the sweet spot for bullets

 

Avoid:

  • All Caps at the start of the bullet point

  • Odd characters ($, #, trademark symbols ⓒ™ ℗, etc.)

  • Website links (including links leading to other Amazon websites)

  • Customer Reviews

  • Prohibited Keywords/Phrases on Amazon: https://docs.google.com/document/d/1u4Q7-C90zqhUZNaCrl4rGSe-TcHX9yheAfeVGdRl7H8/edit#

 

Example:

Current Bullet Point: 【Specially Designed for Elderly & Seniors】 Thoughtful design such as Big Buttons, Comfortable Padding, Long Battery Life, and 100ft Range makes it perfect for elders and aging parents

 

(186 Characters)

 

Optimized Bullet Point: Specially Designed for Elderly & Seniors - Thoughtful designs such as Big Buttons, Comfortable Ear & Head Padding, Long Battery Life, Wireless Charging, & 100ft Cordless Bluetooth Range makes this wireless headset perfect for elders & aging. 

 

Next Phase: 1C A+ Content Optimizations - SEO Phase 1C: Copywriting A+ Content SOP

 

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