Listing titles are a make-or-break factor for many products on Amazon. They play a major role in your organic relevance, your product’s click-through-rate, and even a customer’s checkout decision. It can be a huge advantage or disadvantage depending on how efficient you are with curating your listing titles. No matter how much SEO work you’ve put up front and in the backend of your listing, a poorly composed title will put you in search ranking purgatory.
At the end of the day, your listing title is the shoppers first window into deciding if your product is for them. It’s your sharpest weapon for capitalizing on interest and the first line of attack for your purchase funnel strategies. What your title is able to accomplish or fails to accomplish will be detrimental to your conversion rate moving forward. It either helps consumers come into your detail pages with an already strong sense of how likely they are to purchase your product or leaves them on the fence and ready to begin browsing alternative offers.
Some sellers can spend hours on end just crafting one title and still come up short. It can be a hard challenge to ever truly master, but there are some proven pitfalls that are common among sellers big and small. Avoiding these common mistakes are a great starting place as a more sharpened focus will help you start building up the experience needed to conquer listing titles in the long run.
If you have any experience with Amazon listing efforts, you already understand the importance of keyword integration. When it comes to curating quality listing titles, keyword integration is vital. Your titles are where most of your keyword research is going to pay off, so you don’t want to waste the opportunity with lackluster strategies
very seller comes to Amazon for the same reason: the pure volume of endless shoppers. When it comes to selling on a platform that encompassed 45% of all US eCommerce spending in 2019, it’s common for sellers to get lost in the volume of potential.
When it comes to any optimization efforts on Amazon, the goal isn’t to target the broadest range of consumers. In fact, Amazon regularly rewards sellers who are more precise with their aim. Keeping a narrowed focus will allow you to optimize for relevancy and ultimately make you a much more competitive brand. This begins with your keyword integration.
You don’t want to get caught keyword stuffing your listing titles with every search term on the Amazon rainbow. It may seem common, especially when you’re reading those meaty titles with every phrase on the market crammed into them. But it’s only common amongst the inexperienced.
Yes, high-volume search terms are useful, but if you try to hit too many your rankings will suffer. Not only will Amazon’s algorithm penalize you for being too broad, but you’ll end up negating a lot of consumer interest. Like we mentioned, your title is the first glimpse a shopper gets into how they might see themselves purchasing your product. If you’re pitching them on every buzzword you find on twitter you’re ultimately going to leave them confused and unsure of even what your product is offering.
Consumers have very little patience, and with the amount of options on Amazon they won’t waste time on anything that doesn’t connect with them. Being specific, and precise, allows you to present them with digestible information efficiently. Shoppers will feel like they’re getting directly to what they’re looking for, instead of arriving at your product and trying to decipher for themselves.
You need to evaluate your keyword usage if your title is going to perform.. We put a lot of investment upfront into researching our keywords, utilizing dedicated experts who then pass on their insights to dedicated copy specialists. This allows us to take the time needed to assess quality keywords and present a strong enough list to an experienced copywriter who can then make the most out of them.
Part of that research includes ranking the keywords by relevance, usage, and volume. As outlined in the first section, you’re not going to want to stuff every search term into your title. You need to understand how you plan to spread out your keyword integration. From your bullet points to your backend SEO, you can balance out your keyword usage by spreading them evenly throughout your copy and optimization efforts.
This balancing concept is also important when balancing the frequency of your keyword usage. Overusing a keyword throughout your listing will not only get redundant but begin to expose you as a pushy seller.
It’s the equivalent to being the overbearing sales associate at your local footlocker. Having a good ranking system in place will help you to evenly use your high-volume keywords without overdosing on a particular term throughout your listing.
If you take the time to assess your keyword list, and even assign them rankings, that’ll make it much easier for your copy team to evaluate what they can target and what they can save for other areas of your listing. This is also why it becomes pretty valuable to invest in a copy expert and even have them equipped with a separated keyword specialist.
Most importantly, this balance will help you spot when you’re beginning to encroach on the area of keyword stuffing. Not every high volume keyword you discover will be relevant to your listing. Often you’ll even come across terms that rely more on seasonal appeal or other fleeting trends. But just because “Easter Gifts” is the hottest term on the market right now, doesn’t mean it will apply to your long-term strategies. Proper keyword research and evaluation will help you not fall for these trendy errors and keep your title aimed on profit driving clicks.
Once you have proper SEO plans in place, you’re going to need to start deciphering how to configure your title. Everything from syntax to phrase hierarchy is going to be a factor to consider in your title structure. Again, you’ve got no real estate to waste here, so taking dedicated time to assess these factors is necessary.
It’s a silly principle, but it couldn’t be more applicable. Coming back to the idea of precision, being able to answer these questions in your title will help you drive interest and catalyze checkout decisions. Your listing title is basically a big “BUY ME” billboard. If you can do the bulk of your sales pitch with your title, your product should be in good standing.
Your title should seek to provide a solution. Consumers are shopping for products that will enhance their lives in some fashion so if you can tell them exactly how your product does that, you’re ahead of the game. Highlight a key product feature or a superior product benefit that helps it stand out from the competition. If your product is easy to use, highlight that. If your product has advanced capabilities, mention that; highlight whatever is most relevant to your consumers.
There should also be no confusion about what your product is. Be clear and concise. If you’re selling pens, be sure to include the color, ink type, and even grip, if applicable. These may be minor details, but they’re huge not only for relevancy but helping you stand out. Discuss design factors such as material or color, even patterns. Discuss product type if you’re pushing a product with multiple styles or categories. When you are clear and leave no room for confusion, you increase the odds that each click becomes a purchase.
It’ll be on you to decide what is the most relevant information to include in your title, things like measurements may be important or maybe all that matters is how weather resistant your product is. Sometimes consumers need to know where your product is most applicable. Is it made for in-home use? Office use? Or is it strictly an outdoor made product? These things will vary, you know your product so it should be a fairly easy evaluation, but again a dedicated copywriter will be able to make the best decision for your search ranking efforts.
According to analysis done by Marketplace Pulse, 78% of all Amazon searches are unbranded. That may be a weird statistic to start a section about branding with but bear with us. Just because shoppers are browsing by product and not brand does not mean branding isn’t a major consideration factor. From Amazon’s own search engine to consumer interest, branding does in fact make a difference.
First off, establishing your brand is just as important on Amazon as it is any other marketplace. Just including your brand name in your title, though small, will still help you establish authority on your product type.
Consumers care about reliable sources for their purchases, and with everyone from foreign manufacturers to Dan out of his mom’s basement all trying to push something on Amazon, consumer trust is important.
In terms of organic search rankings your branding may bring some extra relevancy to your market. If your company’s name is “Manscaped Grooming Bros,” you’ve already got some relevant terms to throw in your title just from your brand name. Of course, if that company is selling women’s tie-dye shirts, that may not be the best phrase to include in your listing titles. It’s up to you to evaluate.
There’s no room to waste in your titles, so if you have a long brand name that doesn’t really bring anything to your SEO you may choose to forgo this step and that’s ok, especially if you don’t have significant brand-name recognition. If you can establish consumer trust off your name alone, you’re doing a lot of groundwork when it comes to catalyzing the purchase decision.
Now that we’ve covered every detail of your title structure, it’s time to put it all together. Even though you’ve evaluated all the puzzle pieces of your title, you can still fail entirely due to poor construction or syntax. You don’t want to cram everything in there without any direction. There are few ways of approaching this that might help.
First, decide what’s relevant to the consumer. If all I care about is finding a 64 oz water bottle and you spend 100 characters going over colors and shape, then that’s a click you’re losing. Understanding the urgency of your consumers’ needs will help you funnel them into your listing. Starting with the relevant information and following up with the bonus highlights will keep consumers engaged and away from alternative offers.
If you’re unsure what may be relevant to your consumer base, dig into that competitor research. We love customer reviews and the insights you can discover when you build data around them. Browse the competitions’ reviews and see what customers are talking about, good and bad, so you can execute your hierarchy of information properly.
Next, keep in mind the customer journey and different experiences: How will they find your product and what will the review as they decide what to click on? Keep your product image in mind. How does your product image and product title connect? You can do a lot of legwork just by enhancing your product image to help present your product. Don’t forget about mobile users. You’re not going to have the full real estate of your lengthy desktop title to capture Amazon’s 150.6 million mobile users.
This is why you’re going to want to limit your title length. In our experience, we’ve found anything past 150 characters is just a graveyard of wasted space. No one is going to take that long to read through a title and most mobile users won’t see nearly half of that when browsing on a search results page.
If you’ve made it this far, you’re fully aware of the kind of time investment it’s going to take to conquer title optimization. Sometimes these time investments can be a blocker of growth for booming businesses as it takes time away from focusing on your bigger-picture goals. But if you know you have a product that sells, investing in your Amazon efforts is a world of profits you can’t afford to ignore. Fortunately, there is a way to fast-track your way to these desired results, and it doesn’t involve automation tools or one-size-fits-all consultant firms.
At Nectar, we recognize the growing importance of establishing Amazon success, and we’ve experienced firsthand what it takes to get there. Our strategies and methodologies have already been worked out to maximize profits and increase growth no matter what stage your Amazon brand is at. We do more than just offer consulting guidance or advice. We dig into the dirty work and do the heavy lifting needed to help your Amazon business rise to the top.
Whether you’re just looking for help on your copy optimization efforts or in need of an entire overhaul on your Amazon catalog, we’re ready to help at every level. Reach out below if you have any questions or are looking to meet with a team of experts.