Growing a Business
How to write an Amazon product description that ranks high in search
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With nearly $386 billion in sales in 2020, Amazon is the largest online retailer in the world. As an Amazon seller, your competition is tough. Everyone is vying to get their products in front of as many people as possible. One of the best ways to do this is to rank high on Amazon’s search results.
Use strategic ecommerce 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 only for search engines like Google or Bing anymore. The truth is, SEO is a large part of your Amazon strategy.
Buyers searching on Amazon are at the end of the customer journey — they’re ready to buy something. A killer SEO strategy will optimize your Amazon product descriptions to make sure your products are at the top of the search bar and one click away from checkout. Are you ready to take advantage of your customers’ readiness?“
Here’s what you need to do.
Understand Amazon SEO
Amazon SEO is optimizing your product listings to rank higher in Amazon search results for related keywords, very similar to Google SEO. Product listings that are optimized are easier for Amazon to show to shoppers who are looking for something similar to your product
You want to get your products in front of as many people as possible and run a successful Amazon business, and focusing on Amazon SEO is one way to do this.
Consider Amazon SEO like a jigsaw puzzle with multiple pieces, which includes:
- Amazon keyword optimization
- Amazon product title optimization
- Product image optimization
- Amazon product description optimization
- The Amazon algorithm
As we are focusing on product descriptions, let’s go into further detail about keywords and the algorithm.
How does Amazon’s search algorithm work?
Amazon’s search algorithm’s goal is to connect buyers with the products they’re looking for as quickly as possible, which isn’t far from Amazon’s core philosophy, to be the most customer-centric company on Earth. Amazon is very secretive about what influences its algorithm, but here are some directional patterns we can reasonably infer through our own data and what others in the industry are saying.
The information the algorithm considers when determining product ranking includes:
- Keywords: does your listing include the search terms consumers look for?
- Sales conversion rate: do your items sell well?
- Customer reviews: are customers satisfied with your products and service?
- Price: are your products priced competitively?
- Performance history: do you have a record of sustainable sales?
- Delivery time: do customers receive their products quickly?
As you can see, it requires a bit of work and critical thinking to engineer your way to the top of Amazon Search, and you can learn more about it with our Complete Guide to selling on Amazon.
How do Amazon keywords work?
Amazon keywords are search terms that shoppers type in the Amazon search bar. For example, a buyer types “wristwatch.” “Wristwatch” is the Amazon keyword. If you are selling wristwatches, but you do not use the keyword wristwatch in your product title or product description, you are at risk of missing the target audience.
Take a look at the difference in search results for the two terms “wristwatch” and “watch.” The results for “wristwatch” are below.
(Source Amazon)
Here is what comes up on Amazon when you type in “watch” — there’s a sponsored ad for a Fitbit and other digital watches.
(Source Amazon)
As you can see, Amazon associates different keywords with different product types. Wristwatches tend to be non-digital watches, whereas watches tend to be digital watches, like Android or Apple watches.
Familiarize yourself with Amazon’s rules
Before unleashing your copywriting skills, you need to familiarize yourself with the rules. If you don’t abide by the rules, you can find your product listing removed, or worse, you can get suspended. You can find a full list of Amazon’s rules for product descriptions on Amazon Seller Central. But some of the more important ones revolve around prohibited terms. These terms are prohibited from product descriptions:
- Item condition
- Item price
- Item availability
- Reviews or quotes
- Promotional material
- HTML code or JavaScript
Plus, product titles must not exceed 200 characters. Try not to go overboard in your product titles, but make sure the titles are descriptive. Here’s a good example:
(Source Amazon)
Consider your buyer persona
When you’re writing your product descriptions, you need to have your potential customers in mind. Your product descriptions need to find a balance between the right keywords and what’s relevant. Buyer personas help with this because they make sure your descriptions are targeted to the “right” people and that your products appear in the right searches.
This way, you have a much better chance of influencing people’s purchasing decisions.
Let’s say you’re a home décor seller. Create personas for the types of people you sell to and define them as:
- New home buyers who are single or newly married and are eager to buy trendy décor for their new home.
- Long-time homeowners with school-aged kids who have accumulated lots of stuff and need creative storage solutions.
As you get to know what each group searches for and what they need, you can match keywords to each group. For example, new home buyers might search for wall décor. Your product descriptions for this group could include keywords like “wall hanging” or “damage-free removable art.”
This speaks to the specific group and makes sure your product shows up in search results when customers type in certain keywords. The better your products rank, the better your chances are to increase your click to sales and stay high in the rankings.
Choose the best keywords for your products
Make sure your keywords reflect what your customers are interested in. Just like Google, Amazon is a data powerhouse — all of the searches people make are logged. This approach gives Amazon insight into what topics are trending and what’s more important to its massive user base.
When customers land on Amazon’s homepage, they’re greeted with a list of categories and some of the best-selling items within each one.
This is a gold mine of information for you because depending on the categories in which you sell, you’ll have a good idea of the types of products customers are looking for. These lists tell you what your target customers need most and what they’re interested in. When you know what matters most to customers, you can target them more specifically, so when they see your products, they’re more willing to buy them.
These best-seller categories are a good place to start to build your keyword list. You know what people are looking for, so now you have to cater your product descriptions to speak to these needs and make more money. Here’s how to find and use keywords:
- Make a list of the top 10–20 trending items in relevant categories. In each category, check out lists like “most gifted” and “most wished for.” If you sell clothing, your list might include items like dresses and fashion accessories. Click on these types of products and take note of the title used and the descriptive words in the product description. For example, the title might have the keywords “halter dress,” and the description might have keywords like “fitted style” or “flowing design.” Add these words to your list.
- Try different variations of long-tail keywords. This will increase your chances of showing up in search results. So instead of always using “halter dress,” use “halter dress style” or “fitted halter dress.”
- Update your list regularly. Often when people do keyword research, it’s one time, and they use that list forever. A better approach is to update your list regularly. This ensures that your product descriptions always have the most relevant keywords included.
Create separate keyword lists for each of your products. Once you’re done, you’ll have a big part of what you need to start ranking high in Amazon’s SERPs. You can learn more about the best product categories to sell on Amazon.
Use Enhanced Brand Content (EBC)
Amazon Enhanced Brand Content (EBC), which is now known as A+ content on Seller Central, is a way for you to modify your product listings with content such as enhanced images and custom text placement — to help magnify your brand’s story. However, EBC is only available to registered brands in the Brand Registry.
With Amazon A+ content, you can include explanatory pictures about the product features and how to use the product.
The main benefit of EBC is that more buyers are drawn to your listings, giving you more conversions; this can lead to an increase in sales, which contributes to the algorithm and makes your products rank higher.
Learn from high-quality product description examples
One of the best ways to create product descriptions that rank high is to learn from already existing examples. You should use existing listings as a style guide to create your own listings. As a general rule, your product descriptions should have the following information:
- Brand name
- Benefits of your product
- Product details
- Product features
Let’s take a look at a few examples.
Take a look at this candle listing. The product title is less than 200 characters, yet descriptive — the brand name, size and scent are clearly displayed. Even with a quick glance, buyers can see enough information to make a decision.
(Source Amazon)
This baby food processor is an excellent example of a high-quality Amazon product description.
(Source Amazon)
(Source Amazon)
Here are a few things we’ve picked up from these product descriptions:
Focus on selling the product’s benefits, not its features
This product description for the Duo Meal Station stands out because it leads by mentioning a fact customers can relate to —they want healthy food for their babies.
Notice how the product description emphasizes how easy it is to incorporate the food processor into day-to-day life; its large capacity saves you time, and it’s easily programmable.
It’s easy to list all of the things that make your product great. While this is important, people are more interested in what your product can do for them. Your product description needs to show customers what they get out of using your product and how the product solves a problem.
When it’s clear to people what they get out of using a product, they get excited about it. And the more excited your description makes them, the more likely they are to buy something.
Keep the product description short and to the point
As you can see, the candle’s product description is concise and gets straight to the point. Leading with the burn time information is a good way to appeal to buyers. People looking to buy candles are interested in knowing the burn time.
(Source Amazon)
Use bullet points
As you can see, the information is presented clearly and listed as bullet points. This makes the information easily digestible whilst covering the key features and benefits of the product.
Now it’s your turn to get started
Amazon is the biggest online retailer, which means that there’s lots of product competition. Look at any category, and there are hundreds of product listings for any customer to browse through.
So even though Amazon continues to grow, it’s possible for you to thrive as a seller on Amazon. The secret to success is getting to the top of SERPs by using SEO. Without this, people won’t know your products exist, and your sales will suffer.
Plus, an SEO strategy gives you an edge over the competition because, remember, the more sales you make in the short-term — to become a top seller — the more likely you are to stay on the front page of Amazon SERPs.
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The idea for sharing community management tips came to me about a year ago. That’s when I synced up with the GoDaddy Community team to host a webinar for small business owners. As hundreds of attendees rolled into the Zoom, I had a realization: “GoDaddy has a strong community.”
Behind every good brand and business, there’s a solid community of supporters, stakeholders, and sometimes, even haters.
But building a community and maintaining connections is one of the most misunderstood and least talked about topics within the small business world. For a business with fewer than five employees and a handful of customers, community building might seem like just another marketing tactic that is just out of reach.
To help small businesses build and manage an online community, I asked other business owners and marketers what community management tips they had for creating meaningful connections with customers.
14 community management tips to create meaningful customer connections
Given that creating and maintaining a strong community can help retain and attract customers, consider following these 14 community management tips:
- Be quick to address negative experiences
- Filter out spam
- Showcase success
- Send a postcard
- Get your customers involved in important decisions
- Bring Up topics that encourage engagement
- Provide talking points and engage with your community
- Engage regularly
- Be the face of your brand
- Choose a channel that works
- Create content that addresses customers’ specific needs
- Consider a brand ambassador program
- Reward loyalty
- Recognize the importance of inclusivity
Read on to learn more.
1. Be quick to address negative experiences
A bad customer experience can quickly escalate to a brand reputation crisis, and the company’s response must be fast to revert the situation.
Monitoring social channel mentions is an easy way to keep an eye on conversations surrounding your brand and detect potential concerns.
Once a customer posts a comment that threatens your brand reputation, listen, honestly apologize and be willing to solve the issue in the best possible way. Your unsatisfied customer will feel appreciated and perhaps even become a brand advocate.
-Rebeca Sena, GetSpace.digital
2. Filter out spam
The most important thing you should be doing in regards to community management is interacting with your community, and you cannot do that properly if you have to work through a bunch of spam. There are many programs out there, even some within the different social media sites, that can filter out spam in your comments and messages so you can focus on addressing your community. Plus, getting rid of the spam and moderating harmful comments creates a better space for your community to contact you through.
-Jacob Dayan, Community Tax
3. Showcase success
Develop case studies from your successful community members. This is a practical way of propagating the core values of your online community and encouraging new users to join your community.
The more these members contribute to the community, the more impact these case studies have. You can start by creating basic reports to identify the members who are actively contributing high-quality content, assisting other members, and elevating the community.
-Hasan Farahani, Yocale
4. Send a postcard
Many of my customers spend $15–$20K on medical care in Latin America. I send my customers handwritten postcards to remind them of their journey, thank them for their business, and to stay engaged while they recover from procedures like dental implants or plastic surgery.
The cost in time and money is very low, but a human touch in the healthcare space is increasingly rare.
-Wesley Jacobs, Apollo Medical Travel
5. Get your customers involved in important decisions
Taking the time to follow up with your most active customers and getting their insights on important decisions makes them feel like their opinions are truly valued and cared for.
In the long run, this forges a strong connection between you and your audience that relies on more than simply a transaction.
An added benefit of doing this is that you may even get some eye-opening suggestions and creative ideas that could end up benefiting your business.
-Harry Morton, Lower Street
6. Bring up topics that encourage engagement
Meaningful connections need to originate from a common source that offers a moment of relatability, which can further build brand trust. Social platforms offer numerous opportunities for these types of exchanges. When managing your social community, bring up topics that encourage engagement so you can connect on a level that goes beyond the basic company/customer relationship. In doing so, the consumer will feel more at ease to comment, ask questions and even provide more detailed feedback.
-Lindsay McCormick, Bite
7. Provide talking points and engage with your community
It’s important to recognize that community management is an ongoing responsibility. If you want to see your community thrive, you must create opportunities for customers to voice their opinion, communicate with other community members and provide you with feedback. Finding success is contingent on your ability to encourage participation from users, so you must provide talking points and give them plenty of avenues to stay involved.
If you leave your community dormant without your administrative oversight, engagement will start to dwindle as fewer users initiate conversations and take part.
Communities rarely function autonomously, so be sure to play an active role as you connect with and safeguard your community.
This gives you a chance to speak with your customers on a personal level, helping you learn about their likes, dislikes, objections and pain points directly—all of which are crucial in building meaningful connections with customers.
-Mike Grossman, GoodHire
8. Engage regularly
The best community management tip is to engage regularly and don’t neglect questions or threads you didn’t start—even better if they aren’t getting a lot of feedback. If you’re lucky enough to have the opportunity to regularly interact with your customers, make sure you’re commenting often and have a badge next to your name letting them know you’re a moderator or part of the company. That will really cement that feeling of connection and letting members feel heard. Plus, we’ve found that a community manager can really breathe life into a topic by offering input and pushing it to the front of that community for more engagement.
-Sylvia Kang, Mira
9. Be the face of your brand
Revealing the human side of your brand is without a shadow of a doubt an efficient strategy to boost your customers’ connection. It conveys transparency and accountability, building a stronger human bond. Consumers tend to trust people more than a company, and showcasing real people will make you and your brand easier to remember and trust.
-Chiara Sternardi, Passport-photo.online
10. Choose a channel that works
The best way to build an authentic community is to have everyone communicate using the same social media platform. Make that a crucial part of your strategy.
If it’s a professional audience that you’re going after, choose LinkedIn. If it’s a broader audience, use Facebook or Instagram. If it’s a young audience, try Snapchat or WhatsApp. If it’s a politically charged audience, maybe try Twitter.
YouTube is a great way to encourage people to watch videos that provide clear instructions on how a product or service works.
Users flock to YouTube for instructions on everything from how to change batteries on a device to playing scales on a guitar. The comment section can be useful for feedback purposes, and it also can be a way for customers to communicate with one another.
-Joel Jackson, Lifeforce
11. Create content that addresses customers’ specific needs
By creating audience and buyer personas based on different client categories, content marketers can create social content that speaks to people rather than just industries. Learn where your customers hang out online using your social media demographics. Then, narrow those results using audience research to help you define a specific audience and channel. You can then customize communications by researching the LinkedIn profiles of potential customers. Doing so will allow you to identify different stakeholders within the organization and determine their pain points. You can then create better content that addresses their challenges. But it’s all about finding an interesting angle for each segment.
Content that is too broad won’t result in authentic engagement with your followers.
Social media posts that offer helpful information are guaranteed to stand out in your clients’ feeds, resulting in more likes, shares and leads.
-Daniel Tejada, Straight Up Growth
12. Consider a brand ambassador program
A great way to create authentic connections with customers is with an acquisition and advocacy program like a brand ambassador program. For example, if a user can get five people to sign up for a service or product, they become an ambassador.
These brand ambassadors can help your business acquire new users. You can reward them with swag and access to special products or services … maybe even a special event!
-Jennifer Pieniazek, Resume Now
13. Reward loyalty
You can create meaningful connections by rewarding loyal customers to show how much you appreciate them. Just like any relationship, whether it’s personal or professional, people appreciate rewards. Show your customers that they matter and are top of mind in your decision-making. That’s how you create a stronger, more loyal customer base—one that will continue to pay attention for new initiatives and future rewards.
-Alyssa Berman-Waugh, Level Home, Inc.
14. Recognize the importance of inclusivity
To create meaningful connections with customers, recognize and accept diversities within your community. Each of your customers will differ in terms of their culture, orientation, ability and life experience. It’s imperative that you celebrate these differences and welcome input from individuals of all walks of life as you advocate for equity and inclusivity. This will develop your community’s reputation and attract diverse groups in greater numbers.
Communities that cater to just one group of people almost always become echo chambers, creating a suboptimal environment for connections to form and important discussions to take place.
By listening, asking questions, and welcoming input from diverse groups of individuals, you’ll cement your community as a welcoming place for diversity and insight to flourish.
In doing so, your ability to build a rapport and create meaningful, lasting connections with your customers will blossom.
-Patrick Casey, Felix
The community management tips used in this article were gathered using Terkel.
Terkel creates community-driven content featuring expert insights. Sign up at terkel.io to answer questions and get published.
Have you ever made a dining decision based on a review you saw on the internet? You may have picked a product because it seemed “more trustworthy” online. It’s also a deal breaker if it isn’t handled correctly.
Customers are more inclined to believe in your company if it presents itself well on the internet. Whether a startup or a large corporation, your online appearance and behaviour matter to your consumers if you own an offline or online company.
Why Should Your Business Go Online?
In addition to being available for your consumers, here are other reasons to consider your online presence.
It Improves Your Company’s Accessibility
When you don’t sell anything online, a solid online presence can help you make more money from the internet if you aren’t engaged on social media.
Before making a purchase, most consumers do internet research to learn more about the company and the goods. Being at the right place at the right time is simply good business.
It Takes Care of Your Marketing and Branding
An internet presence provides a steady supply of customers for your company. Customer feedback and social media participation may help boost purchases. It’s easier for consumers to identify your online presence with a website or social media account.
It May Boosts Your Company’s Credibility
Having an online presence is essential for your organisation to be taken seriously. A startup might have difficulty being accepted as a legitimate organisation in its early stages. It’s essential to have a strong internet presence before people take you seriously. It’s easier to get quick loans at gdayloans.com.au to expand your company.
It Aids in the Comprehension of Your Target Market
When you have an online presence, you can engage with your audience in a two-way conversation to get valuable feedback or evaluations. In addition, it helps you learn more about your prospective consumers and the things they’re looking for. If a restaurant uses polls on its Facebook page, it may determine which specials and goods are most popular with its patrons.
How Can You Evaluate and Enhance Your Company’s Web Presence?
Analysing your online reputation simply means monitoring what others say about you online. Then you make it work for you.
You can monitor and enhance your company’s online appearance by following these three steps.:
Monitor Mentions of Your Business
Monitoring your company’s internet mentions can help you track what’s being said about you and mitigate unfavourable publicity. This can also help you identify communication gaps.
Google Alerts can help you track online references of your company. Set up notifications for your business/product name and relevant keywords, and you’ll be alerted promptly whenever you’re mentioned anyplace online.
Analyse Your Website Traffic
The source of your traffic (and how much) might assist you in evaluating your internet presence. It may be necessary to expand your internet activities beyond your website. For example, low social media traffic might imply a poor social presence.
Tracking your website’s traffic with Google Analytics might reveal secret traffic sources that your Google search may have overlooked. It will also help you find unnoticed remarks or backlinks.
Assess Your Social Media Engagement
Your social media presence affects your online reputation as well. Active consumers on your social media platforms help build trust and confidence.
Consider checking a company’s and a competitor’s Facebook accounts. You may observe that one firm interacts with clients while the other has a few likes but no comments. Which do you prefer?
Bottom Line
An active social media presence gives the impression of reliability while also conveying a sense of humanity and authenticity. Your audience will be more engaged as your social media presence improves.
To keep up with your target audience, you need to be one step ahead of them online. The first step is to become well-versed in everything your consumers discover about your company through the internet. Your internet presence must be understood, monitored, and improved to reach this goal.
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