Advanced Listing Optimisation, A9 Relevance and more

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Christian is an Amazon consultant and speaker, he joins to talk about advanced listing optimisation.

Use of Pipes and Hyphens

Christian really hates pipes
The pipe was a search operator that was used to separate fields
The Amazon ToS forbids the pipe character
The Little L and the Big E is working just as well as the Pipe without the negative search operator impact
Started at 250 chars, then 500 then 1,000 characters in the backend
The hyphen in a-b is a problem for PPC and keyword
Using the hyphen is now old-school in Germany
A theory that using the hyphen in the canonical URL in the UK for title structures is good for Google and external traffic to pick it up
Make the keywords as natural as you can – look like how a user would search

Repeating the keywords in both the title and backend is likely to increase your SERPS ranking
Danny has used reverse lookups to test how best Sellers are using their backend keywords
Almost like they were using a topdown effect by using their full phrase of their keywords for advanced listing optimisation
Using bytes rather than characters as some characters take up more of your bytes limits
The title, bullets and description is for the customer, backend is not
A9 needs some repeating of words – earring is easy in English but many words for earring in German
Nickel free, without nickel, anti-allergen etc. These alternatives can go in the backend
If they are conversion keywords then you need to mention them in the frontend too
So A9 needs these alternatives included in the backend
Use the tool – keyword analyser from amalyse

Fill up the special attributes
Don’t use the dropdowns all the time – use your own wordings for advanced listing optimisation
Like jewellery – fill up all the fields and use lots of terms
Prime one-day and Prime long-term
If you are not including info on products, packaging, measurement and weight you could lose a lot of Prime long term buyers
Enhanced Brand Content has changed things up here – does not mean write war and peace
The description is not indexed – but if you fill in the full search term then it will be indexed
Stuffing the 2,000 characters with keywords is fine
Precedent for indexing is:
- Main keywords in the backend
- Then additional fields
- Then into the EBC description
FOCUS ON THE CUSTOMER AND THE PRODUCT
Keep it relevant and depending on your category you might struggle to have enough relevant search terms to fill up this space
Go for relevant long tail search phrases for the money

Not thinking that EBC is being indexed – not what it’s for
Figure out that a picture is displayed with text (first time on Amazon)
Customer can see a picture and see the text in the image as well – big psychological benefit for the buyer
Let the picture speak
Keep it simple – not a 17 page scroll like we’ve seen
Beware that the buy button is not in the Buyer’s eye-line – they have to scroll back to get it and the longer the EBC is the further away they are from the buy button
Keep it short and simple – don’t lose your customer in the long enhanced brand content
Costs you more – more images and more copy to get your brand story across, and you may be forgetting the customer journey and pushing your customer further away from the buy
The Chinese are selling more than the Germans and they don’t have lots of EBC in their listings

People on mobile are trained to scroll past position one as the thumb movement is so quick as soon as they hit the page they start to scroll so position one is lost quickly or missed
Organic position one is not the place to be for Christian in Germany
The goal is to be ‘visible’ and then to make the sale
We want to be seen on ALL relevant keywords and very visible
This battle is more for visibility rather than position one