The Million Dollar Case Study

Session #11 Crafting an Optimized Amazon Listing

Journey to $1mil - 100% for CharityMarch 1st, 2017

Jungle Snugs Update!!!

We got some samples of our packaging in the post

Today we will cover

▸ The anatomy of a product listing ▸ Keyword Research ▸ Product listing copywriting tips▸ NEW: Enhanced Brand Content

Why Your Product Listing Is Important

▸ Your listing is your “shop window”▸ Every element of your listing needs to help

shoppers make buying decisions▸ A poor product listing means leaving money

on the table▸ Optimized listings = More sales & more

profits

The Anatomy of an Amazon Product Listing

There are 4 key elements: 1. Product Title2. Product Photography3. Product Description4. Product Features

** And also reviews, which we will cover in next week's session on product launches

How Important Is Each Element?

JungleScout.com/grader

Splitly Case Study Results

Correlation between high conversions (sales) and more information occurred across all elements of the Amazon product listing.

Create A Listing in Amazon Seller Central

As your product is Private Label, you will need to create a brand new listing

Create A Listing in Amazon Seller Central

Create A Listing in Amazon Seller Central

When you select a category, you’ve made it. Now your listing is created and you can start to work on adding all of your content, images and information

Product Listing Hack: Get your main keyword in the URL

1. Type your main keywords into ‘product name’ You can leave out the brand name and include non-branded terms with high search volumes

2. Add your brand name in the manufacturer and brand name field in the vital info tab (you can change this later)

3. Save & finish (no other additional information)

4. Check back in a day to see if Amazon saved your listing with the main keywords in the URL

Amazon SEO & Keyword Research – Optimizing your listing

Keyword research is important to:▸ Identify the key terms people are searching for to find products like yours▸ Identify key terms that your competitors are ranking for, and generating sales

from▸ To figure out any other related keywords that you may not have thought of▸ Ultimately, to get your product listing to rank well in the Amazon search

results (and other search engines, too!)

Amazon’s A9 Algorithm

Amazon’s search algorithm is crucial to their business model, as it seeks to provide shoppers with exactly what they are looking for, to increase sales.

It will look at many factors including:▸ Degree of text match▸ Price▸ Availability▸ Sales history

How Do I Find Which Keywords To Use?

Use free and paid tools to discover keywords:

For search volumes and other metrics: ▸ Google KW Planner▸ Ahrefs KW Explorer▸ Moz KW Explorer▸ Keywordtool.io

For further ideas and semantic keywords:

▸ LSI graph▸ Ubersuggest

Jungle Snugs – Baby Hooded Towel Keyword Research

“Hooded baby towels”

“Baby towels”

“Baby washcloth”

“Baby towel set”

“Hooded towel for kids”

“Baby poncho”

“Toddler bathrobe”

Keyword Research: Use the Jungle Scout Niche Hunter

1. Enter a keyword into the Niche Hunter

2. Get lots of keyword ideas

3. See Average Units Sold, Competition and Listing Quality Scores for different keywords

USE COMPETITOR LISTINGS TO INFORM YOUR KEYWORD

RESEARCH

Overview: Keyword Research Top Tips

1. Keep a logical record of your findings, you will need to return to this at several points in the future

2. Use a mixture of tools that show you search volumes and give you new related keyword ideas

3. Make notes in your document of what your top keywords (to use in your title) and tertiary keywords (to be used in your features and description)

4. If you are unsure whether a specific keyword is relevant, do a search on Amazon and see what comes up.

5. Use your competitor's listings to see what keywords they are targeting!

The Don’ts Of Amazon SEO

Here’s what you SHOULD NOT do with your keywords: ▸ Do NOT include your competitors brand name in your listing▸ Do NOT include any misleading keywords▸ Do NOT keyword stuff (or in Amazon’s words, “provide redundant information”)▸ Do NOT use punctuation in the keywords section in Seller Central

The DO’s of Amazon SEO

▸ DO extensive keyword research, and remember, things change, repeat this process occasionally

▸ DO keep a document with all of your keyword research▸ DO enter your top keywords in all areas of your listing, including: title, features,

description, image file name and in the search terms▸ DO keep it balanced – it’s important to include keywords but you also need to remember

that real human shoppers need to understand your listing too

Product Listing Writing Tips

Product Listing Writing Tips

Product Title: ▸ Put your brand name in your title▸ Include some features in your title▸ Include keywords but keep it human friendly

Product Features (Bullets):▸ Try long-form vs short-form features (you could split test this)▸ Include guarantees, convey quality▸ How will the product features solve a problem, or change the

customer’s lives?

Product Listing Writing Tips

Product Description:▸ Don’t assume shoppers won’t read it▸ Utilize capital letters to highlight features▸ Add powerful taglines▸ Give your product a narrative▸ Use descriptive language: robust, elegant, smooth, beautiful,

strong

NEW: Enhanced Brand Content

▸ A new way to get images and HTML text formatting into your product description

▸ For brand registered products only

▸ You MUST always still fill in your description and features the normal way too

NEW: Enhanced Brand Content

Easy to create within Seller Central

Benefits?

● Make your listing content more visual & easier to scan● Section product information into logical sections with headers● Add images!

NEW: Enhanced Brand Content

Pitfalls? ▸ You need to fill out your product content the usual way too, to ensure your listings

keywords can be found by Amazon, Google and other search engines▸ EBC content is approved by humans at Amazon (so you can get away with less)▸ Can take a few days to get approved▸ You NEED high quality engaging images and infographics

Q&A

My Listing Is Ready – What Next? When you launch you are going to want to employ some tactics to gather product reviews and to increase sales velocity to help improve your BSR.

Tune in next week for Session #12 Wed May 10th at 8p ET / 5p PT – Launching your product!