Optimizing product content on Amazon can improve visibility and conversion rates. According to the document:
1) 80% of clicks on Amazon come from the first page of search results, so including top searched keywords in titles is important to capture search volume.
2) Product images are highly influential, with 95% of customers viewing an entire image carousel. Testing different image styles can increase click-through rates and conversions.
3) The product description provides the best opportunity to target keywords, as searchers expect to find detailed information to inform their purchase decision. Classifying keywords helps determine what to include in descriptions and carousels.
Optimizing Amazon Content to Improve Visibility, Conversion & Sales
1. Optimizing Content on Amazon
to Improve Visibility & Conversion
Presented By
Stephanie Leffler
OneSpace
2. 80%
of clicks are from the
first page of search
results
The new path to purchase…
Get
Found
Get
Purchased+ Get
Clicked +
90%
of purchases begin
with search
73%
cite detailed content as the
#1 reason they click “Buy”
8. healthy snacks
healthy snacks for adults
healthy snacks individually wrapped
healthy snacks in prime pantry
healthy snacks for kids
healthy snacks variety pack
healthy snacks for toddlers
bulk healthy snacks
small healthy snacks
kids healthy snacks
healthy snacks bundle
healthy snacks individual packs
healthy snacks care package
banana healthy snacks
salty healthy snacks
healthy snacks care package gift basket
spicy healthy snacks
healthy snacks for the office
healthy snacks basket
subscribe and save healthy snacks
healthy snacks chips
herrs healthy snacks
organic healthy snacks for adults
gf healthy snacks
healthy snacks bulk
free shipping healthy snacks
healthy snacks for kids lunches
healthy snacks vanila
healthy snacks vanilla
healthy snacks cheddar snacks
healthy snacks keto
healthy snacks vegan
low calorie healthy snacks
healthy snacks 100 calories
healthy snacks protein
healthy snacks packs
healthy snacks individual packs prime pantry
healthy snacks under 5 dollars
heart healthy snacks
healthy snacks individually wrapped chewy
healthy snacks 100 calories
heart healthy snacks
healthy snacks food
wholesale healthy snacks bulk
healthy snacks veggies
healthy snacks freeze dried
healthy snacks for elderly
Unique Healthy Snack Search Phrases
9. Titles: Still an Important Tool
Source: Edge by Ascential
49%
Amazon Title
Keyword Text
Match Accuracy
10. #3 – Include Top Searched Terms in TitleUse Everything You Have to Capture Volume
Dry Roasted Peanuts
vs
Dry Roasted Peanuts Heart Healthy Snack
10x
11. #3 – Include Top Searched Terms in TitleUse Everything You Have to Capture Volume
12. #3 – Include Top Searched Terms in TitleCategory Keywords are Often Greenfield
22. Organic Search: Overview
Classify Keywords to Understand What to Include
in Your Description & Carousel
iced coffee
french press coffee
Instant coffee
vanilla coffee
caramel coffee
French coffee
Colombian coffee
Extra strong coffee
High caffeine coffee
How its brewed? Where is it grown?What flavor?
How much caffeine?
23. Every bag of our most popular organic coffee, Lush Medium Dark Roast Fair Trade Whole Bean Coffee,
has been crafted with one simple objective in mind — to make the best organic coffee on the planet.
These Lush medium roast organic coffee beans come directly from farmers in South and Central
America, where we source only premium, 100 percent arabica coffee. Flavor notes of fruit, smoke and
earth develop after being artisan roasted and tested by our passionate team of coffee experts. Our
passion for gourmet coffee is tasted with every cup of Lush coffee you brew. Our resealable coffee
bags have a quick pull tab opening and a zip lock seal to preserve freshness and natural flavors long
after opening. With a USDA Organic Coffee Certification, Lush produces only organic, fair trade coffee
beans to promote social investment and ensure that pesticides and chemicals are never near these
gourmet coffee beans. Our whole bean organic fair trade coffee is better for farmers and their
families, better for the planet, and of course, better for you.
Search Phrase Volume
organic coffee 571,358
whole bean coffee 523,263
organic coffee beans 78,622
arabica coffee 39,862
gourmet coffee 31,163
dark roast whole bean coffee 25,205
fair trade 16,806
gourmet coffee beans 14,748
100 percent arabica coffee 10,999
organic whole bean coffee 7,626
fair trade coffee beans 7,396
fair trade coffee 5,744
resealable coffee bags 4,659
medium roast organic coffee beans 3,774
whole bean organic fair trade coffee 2,192
Product Descriptions: Your Best Keyword Opportunity
24. 95% of customers
who begin to view an image carousel,
look at EVERY IMAGE
Source: Edge by Ascential
So this is your 101 session.
Show of hands:
Novice vs Experienced?
Sales vs Ecomm/Marketing?
First – “Get Found”
So there are really three ways to get found…. Manual, paid, and organic
Forced ranking is real. Build a relationship with your Amazon retail specialist. Especially true on Walmart where we hear that the first organic result usually goes to a manual ranking.
Paid & Organic
Lots of opportunities for paid. – More retailers in food and beverage allow you to use paid which
Is an amazing tool and should definitely leverage.
But organic is where it’s at.
90% of Product Views on Amazon were driven by Amazon’s Search (not merchandising, ads or affiliates)
of those, in December 2018, 10% of the views were driven by paid. That tells me that 81% of the product views are driven by organic search results.
In addition, if you’re spending a lot of budget on paid without thinking about the PDP, then you’re throwing money away. Walmart even limits your paid capability if you’re not ranking organically
Amazon is really usually only giving you those expensive head terms. It makes sense. It’s what google used to do too. It drives up a bidding war for those expensive terms
And in reality, there are a ton of other long-tail phrases you can include in your content that are basically up for grabs!
Here are some other ones that jump out that are unique to Amazon. Things like Alex, or subscribe and save – phrases unique to Amazon. So make sure it’s included in your Amazon content and not the other retailers
Verbally discuss how to use the tickets….
Showed lift with various styles that were tested
Not all are created equally as they should really be selected to complement your unique product attributes
University of Cambridge research
Here are some of the types of images that are making the rounds through Amazon these days. How many of you guys use them?
You can begin to classify it into theme.
Your description and bullets are best keyword opportunity. People just typically don’t read them anymore and I’ll illustrate why in a minute
I’ve talked before about mobile hero images. But let’s talk about the carousel itself. We know that once someone starts a carousel, they finish it. We’re in the age of Instagram after all. How many of you stop swiping mid carousel?
Mention google shopping
Here’s an interesting new spin on the subscribe and save image. It’s a delivery guide
Here’s an interesting new spin on the subscribe and save image. It’s a delivery guide
Here’s an interesting new spin on the subscribe and save image. It’s a delivery guide
Remember how I was talking about your description and bulllets being less important for conversion but a huge search opportunity – hear’s why