Once you\u2019ve performed adequate Keyword Research and have determined the top 8 \u2013 10 keywords for your product, you can now dive into the process.<\/p>\n
For our purposes, we\u2019ll use the following listing which we optimized:<\/p>\n
Step 1: State Brand Name<\/em><\/strong> Step 2: Define Product in Clear, Detailed Terms<\/strong><\/em> Word choice is crucial. This is a pivotal moment in our sales success. If we don\u2019t state our product in obvious terms we may confuse our shopper. If they\u2019re confused they\u2019ll likely become frustrated or impatient and move onto the next listings. Our opportunity to generate immediate profits and win repeat business will be gone.<\/p>\n We lose.<\/p>\n We want to profit and win. Balancing both logic and your top search keywords, you\u2019ll want to establish a core phrase that defines your product. We\u2019ve devised the following core phrase:<\/p>\n ‘Can of Italian Tuna Fish in Olive Oil\u2019<\/p>\n This is helpful, but we have another trick up our sleeve. In our case, \u2018Rio Mare\u2019 is a large, successful brand. As we might expect, such a brand has done a pretty good job on its own of defining its product. We can help ourselves to define our product by merely looking at the label:<\/p>\n Using our two-prong methodology, we\u2019ve devised the following to be the beginning of our Title:<\/p>\n Let\u2019s now dissect this.<\/p>\n As you can see, there is a balance between defining our product and incorporating highly searched keywords. There is no exact science to this. If anything, we\u2019ve weighed defining our product as more important in our decision. We can\u2019t under-emphasize the following: if people can\u2019t get a lightning quick idea of what your product is there\u2019s a strong possibility they\u2019ll never click on it to begin with.<\/p>\n Nonetheless, we\u2019re able to slip in some important \u2018search keywords\u2019 such as \u2018solid\u2019, \u2018light\u2019, \u2018tuna\u2019, \u2018in\u2019, \u2018olive\u2019, \u2018oil\u2019. All of our previous research indicated these as highly searched terms, though some more than others. Still, we conclude this is the best way to define our product.<\/p>\n You\u2019ll see that the next elements are Size and Quantity. Of course these don\u2019t do much to satisfy our need to incorporate search terms. Nonetheless, shoppers need to understand the size and quantity of what they\u2019re purchasing in order to make decisions.<\/p>\n In our case, we\u2019ve also decided to use both Metric and Imperial measuring systems. Depending on your region you may only need to use one. We\u2019ve created this listing for the USA market. Though most Americans are most familiar with ounces, our product is European and appeals to many Europeans living in the USA. They prefer grams. The packaging of our product also uses grams. So we use both in our title to be safe.<\/p>\n Also, we use the \u2018|\u2019 symbol (pipe) to separate the different elements:<\/p>\n We like the pipes as separators because they create abrupt, visual stops in our communication. They help us distinguish between the different elements of our description:<\/p>\n As mentioned, you can use other punctuation (hyphens, colons, etc.) or none whatsoever. This is merely our preference. It helps our listing scream to shoppers precisely who and what we are. Hopefully it\u2019ll induce clicks.<\/p>\n Not all products will fit neatly into this format. For instance, you may not need to define size and quantity, but may instead need to distinguish a color. In addition, transforming your \u2018core phrase\u2019 into an adequate product description may not be as easy for your product as it was for ours. This is especially true if you sell private label products.<\/p>\n It\u2019s very important you take time to understand your product and its key features so you can create a clear and concise description. This is especially so if you are a private label operator.<\/p>\n Step 3: Incorporate Additional \u2018Search Keywords\u2019 into Title<\/strong><\/em> Ultimately we decide upon the following for our title:<\/p>\n This title consumes 151 characters in total. We\u2019re left with 49 additional characters at our disposal. Expert opinions vary widely whether to use all our title\u2019s \u2018real estate.\u2019 Amazon\u2019s style guide admonishes us against \u2018keyword stuffing\u2019 in the title. However, some experts believe in using every character anyway.<\/p>\n We\u2019ve taken a cautious middling approach. We\u2019d like to think that we haven\u2019t \u2018gone overboard\u2019. We\u2019ve limited the back half of our title to only our most important \u2018search keywords\u2019. By refraining from distastefully cramming our title with keywords, we hope to neither offend our customers\u2019 sensibilities nor violate Amazon\u2019s style recommendations.<\/p>\n We welcome you to test bolder or more conservative approaches for your product. This is all depends on your personal risk aversion.<\/p>\n Protip:<\/strong> Many experts agree it\u2019s risky to change your title too often. This can hurt your list\u2019s rankings. Unlike other elements of your listing, you should view your title as more permanent. Therefore you should carefully think through your title and stick with it once formulated. If you must change your title, do so infrequently.<\/em><\/p>\n Let\u2019s see how our title appears on a desktop screen:<\/p>\n Compared to the neighboring listings, our title is far more thorough.\u00a0 We\u2019ve attempted to balance conveying necessary product information with communicating highly searched keywords.<\/p>\n Now let\u2019s also look at our listing on Amazon\u2019s mobile app:<\/p>\n <\/p>\n Optimizing your listing for mobile screens is critical.\u00a0 As you can see, Amazon\u2019s mobile app truncates our title.\u00a0 This magnifies the importance of the beginning of the title.\u00a0 Approximately the first 75 characters of our title show here.<\/p>\n Fortunately, we\u2019ve managed to answer the question of \u2018what is our product\u2019 in this space.\u00a0 Shoppers can now make a quick, informed decision about who and what we are.\u00a0 This will increase the likelihood that they click on our ad as opposed to our competitors\u2019 ads.<\/p>\n If amazon optimization techniques aren\u2019t for you we can help!\u00a0 Get in touch for a FREE consultation<\/a> so we can help you maximize your Amazon sales.<\/p>\n","protected":false},"excerpt":{"rendered":" Of all the sales copy in your Amazon listing, the title is likely to be the most impactful. In the fleeting moments you have to capture the attention of Amazon shoppers, your title must skillfully corral them into your listing before they wander to greener pastures.<\/p>\n …<\/span><\/p>\n![\"rio_mare_tuna\"](\"http:\/\/dev.amznconsultants.com\/wp-content\/uploads\/2018\/06\/blog_image_1-300x142.png\")
<\/a><\/p>\n
\nStating our brand name at the beginning of our title is both a best practice and in accordance with Amazon\u2019s style guide. So we\u2019ll incorporate our brand name into the beginning of our title.<\/p>\n
\nAfter stating our brand name we\u2019ll want to define our product in detail. This is where titles often fail. When shoppers scan Amazon listings we have only milliseconds to grab their attention. We need to answer the following question immediately: what is the product we\u2019re selling? We can\u2019t afford to be fancy with our writing style here. Nor can we obsess over keywords alone.<\/p>\n
\nTo do so we recommend the following two-prong approach at the beginning of titles (after stating the brand):<\/p>\n\n
![\"rio_mare_description\"](\"http:\/\/dev.amznconsultants.com\/wp-content\/uploads\/2018\/06\/rio_mare_description-300x102.png\")
<\/p>\n\n
![\"\"](\"http:\/\/dev.amznconsultants.com\/wp-content\/uploads\/2018\/06\/title_dissection-300x85.png\")
<\/p>\n![\"rio_mare_title_dissection_2\"](\"http:\/\/dev.amznconsultants.com\/wp-content\/uploads\/2018\/06\/title_dissection_2-300x76.png\")
<\/p>\n\n
\nSo far we\u2019ve used 70 of our allotted 200 characters in our title. We have 130 characters remaining with which to work. We\u2019ll now want to go back to our \u2018search keyword\u2019 data and scour our list for highly searched keywords we\u2019ve have not yet used.<\/p>\n\n
![\"title_image_final\"](\"http:\/\/dev.amznconsultants.com\/wp-content\/uploads\/2018\/06\/title_image_final-1-300x181.png\")
<\/p>\n![\"rio_mare_mobile_listing\"](\"http:\/\/dev.amznconsultants.com\/wp-content\/uploads\/2018\/06\/rio_mare_mobile_listing_edited-283x300.png\")
<\/p>\n