Listing optimisation – “2020 vs 2019”

Jodea Pearl Abalos
April 21, 2020

In this episode, we are going top down. Starting at the canonical URL, via the Title, onto the images, bullets, backend, description and of course A+ content. Steering the good ship are Liran Hirschkorn, Amy Wees and more surprises on this episode. Sharing is caring. Stay home, be safe.

A bit of background

Liran Hirschkorn started selling on Amazon in 2014. He started by buying discount stuff and flipping them on Amazon.
Amy Wees started selling on Amazon in 2007 while studying and working in the Air Force.

Canonical URL

Way of telling search engines that a URL represents the master copy of the page.
- It is the ASIN URL
- Keyword that uses the keywords that represent the contain. Used on SEO, usually the first five words.
How it affects SEO
- First 6 keywords should be on the title.
- Do not use the “dash” or size on your listing
- Use the first six keywords and then the dash. Use only one.
- Do not use the dash anymore.
The pipe can affect your listing or content. Stay away from it too.
Use the brand name at the beginning of your titles.
Your bullet points also help you to rank.
Focus on the keywords and benefit on the title.

The Title

The place you want to have keywords plus differentiation:benefits.
- Weave in the benefits
- Example: Fish Oil + Joint pain
Mobile: stay within 70 characters
- AnswerThePublic.com is a good way to see why people search for fish oil or any product.
- Use keyword tools.
Prioritize medium to long tail keywords and include the seed keyword that has the large search volume
Your photo will drag them to the title.
Make sure your differentiation is not truncated.
Make sure you have the material, amount or size at the beginning of the title:
- 60 capsules or 1 bag or 12 oz
Make sure you pay attention to listing optimization when you create it because it is difficult to change it.
Make sure you have a website with your product title.
- You can create a case with the correct title and attach your product page to your case to get it changed.
- They will ask for photos of the product: photos all sides of the packaging and product in order to change the title.
- DO NOT SEND STOCK PHOTOS OF THE PRODUCT.
- Make sure the product is a live photo.
Focus your keywords on your customer needs.

Images

Images are extremely important.
Lifestyle photos, text call outs and design.
Ways to position your photo so they take out more space on mobile.
- Use PickFU and do an AB test or split test your photos.
Order images:
- Take the image as close as possible to the sides.
The Seven Photo strategy from Amy – Amazon ranks you according to the number of your photos.
- main photo
- the rest of the photos do not need to have white background
- 2nd photo answers the question “why you should buy this”.
- 3rd photo shows what is included
- 4th photo shows guarantee, badge or risk assurance
- 5th photo shows how it can be used
- 6th photo shows the product as a gift.
- 7th is a lifestyle photo, how it looks like in their life.
- Less than 6 means it is not retail ready.
- Your photos should answer the customer questions.
The Customer Avatar from Liran
- Get a sheet of paper and write down who will be your customer
  - Example: Sally who is 45 years old, with two kids.
- Appeal to that person.
- Photos should evolve as your listing evolves over time.
- Take images from your reviews and add it to your listing.
- Add coupon code in your images. Do not include in your listing itself, just on the images.
Translation across markets from Danny
- Pan-EU images allows translation of image annotation.
- Make sure you translate your image annotations across markets.
DO NOT SAVE ON IMAGES. Make sure you spend as much money on images and packaging as necessary to get the best.
- Subpar listings will kill your product.

Bullet Points

From Liran
- Two types of shoppers: skimmers and readers.
- Use transitional words: so that — this should highlight the benefit.
- Include a main thing like: manufactured in the US, lifetime insurance etc.
- Think of it for conversion.
From Amy
- Focus on phrases.Two to three keyword phrases
  - Individual keywords in your bullets is a no-no
- Use two to three keyword phrases.
- First Bullet: us capitals
  - Why you need this product in your life
- Second point: what is included
- Third point: risk free or guarantees.
- Fourth bullet: multiple uses
- Fifth bullet: gift
- Sixth bullet: what is trending in the space.
Stuffing: if you stuff keywords, you can get flagged.
Change your bullets according to holiday time periods.
- Your bullets should change where it is relevant.
- Have it planned in your calendar. Do it a couple of days before.
- When changing it — make sure to research your keyword phrases like: mother’s day gift from daughter to mother.

Product Description

Use HTML formatting because it shows up on mobile and retains its formatting.
Start with call to action.
Underneath that, include why you should choose the product.
- Feature + so that benefits
- 2000 characters on your description.
Explain your brand story and your authority in your space.
Include social element but do not overdo.
Add the final CALL TO ACTION!
Tools!
- AmazonDescriptionEditor.com
List the features and benefits.
Tie in the emotions of who you are and what you do.

Search Terms

Check out Amy’s Free Course on how to fill out the back end.
Do not put variations on the front end, place them on the back end.
Utilize ALL the back end fields.
- These will be used in search
Ideas for keywords for the back end? Look at the filters on the left side and utilize those.
Variation listing: place different keywords on every variation
DO NOT PUT COMPETITOR BRAND NAMES on your back end.
Use search terms on your back end.
- Do not include symbols on your back end.
- Just words and spaces
- Commas take up two bytes
Check out of you are indexed for a keyword:
- Type your ASIN+ keyword
- Zero results means you are not indexed

A+ Content

Images should not be sacrificed by A+ content
You can use it for complementary products and videos
if you are a new listing, without the reviews and social proofs then you need A+ content to look more professional.
- Must for brand registered products.
- Anchor used A+ for showing the benefits across products/ comparison.
Not necessary for market leaders.
Use it for company or brand story: graphics and images.

Tips

ALWAYS fill out the MORE DETAILS TAB
Scroll down and see how the sponsored ads look like
- Open up an incognito window and open your listing and see what people buy after they browse your listing.
Open you product approach someone to a few people and see if they understand your listing.
Look at the questions on your listings. Make sure to answer!
Use the description for the Q&A
- Ask friends to ask questions 🙂
- Get some leading questions
- This is a grey area.

Connect with our guests:

Amy Wees: https://amazingathome.com/
Liran Hirschkorn: https://www.ecommunitytribe.com/join-ecommunity-tribe

To get help, or if you have any question then get in touch with us: danny@sellersessions.com

If you are looking for help or more information check out: https://sellersessions.com/case-studies/

Our Sponsors:

Thras.io – Lead Sponsor https://www.thras.io/
Sellers Alley / YLT Translations – Boat Party https://ylt-translations.com/ & https://sellersalley.com/
Urtasker – Merchandise https://www.urtasker.com/
GEMBAH – Care Packages https://gembah.com/
pingpong – Lanyards https://pingpongpayments.com/
De Lilla – Design and branding https://alexdelilla.com/

SellerSessions LIVE — Tickets SOLD OUT!

Send Danny an email to get on the wait list: Danny@SellerSessions.com

About SellerSessions 2020

Our venue this year: The David Game Keynote Theatre, with tiered seating.
This year we are supporting a charity and a portion of the proceeds will be given to Tomy’s pioneering studies for prevention of babies born asleep: https://www.tommys.org/
We will give away 5 FREE tickets for single-parent Amazon sellers. If you know anyone please get in touch to get the details.
Confirmed speakers and more to come:
- Brandon Young
- Dr Yev Marusenko
- Destaney Wishon
- Zack Franklin
- Nadine Schöpper
- Liran Hirschkorn
- Ivelin Demirov
- Dr Ellis Whitehead
- Paul Harvey
- And yours truly, Danny McMillan. I will be hosting the show and speaking on a topic.