How Title Optimization Impacts Amazon Ranking
Similar to Google’s search algorithm, Amazon has it’s own infrastructure that determines where your product will rank. The best way to think about Amazon’s search ranking is to envision yourself as the shopper.
When shoppers are searching for a pair of “red sunglasses”, it’s likely they will type their query in the Amazon search bar rather than filter through the categories section. Keywords are then matched against the search terms marketer’s have entered for their product.
Because “search” is the way most shoppers look for products, it is important to develop product titles and descriptions with all the necessarily product field optimizations to stand out and rank against competitors.
According to Amazon, “The number of views for a product detail page can increase significantly by adding just one additional search term – if it’s a relevant and compelling term.”
Other factors such as price, availability, selection and sales history will also help determine where a product will appear in the search results. Typically, products with higher sales will be placed higher up on the Amazon ranking search list. The more sales, the better chances of higher ranking.
In part one of this series we will take a closer look at one of the most influential factors for Amazon ranking, Product Titles.
Amazon Ranking: Creating a Detail Page
A great detail page, as seen below – accurately presents all the product information a customer would want and need in order to make a buying decision. In creating these detail page elements, it is critical to be as accurate as possible with the product information. Customers want to know exactly what they are buying.
Important components of a detail page include:
- A concise and unique title, in Amazon.com title style
- 5 bullet points conveying the most important information about the product
- An accurate description of the product, discussing all its major features in detail
- A clear product image of exactly what the customer is purchasing
Amazon Ranking: What To Include In Product Titles
As of July 15, 2015, Amazon has implemented a 200-character title maximum for all categories.
According to an email sent out earlier this year, “A title length more than 200 characters will be suppressed from search and browse. When creating new listings, make sure to keep the title, which is the Product Name, for each product less than 200 characters. Customers will not be able to find your listings created after July 15 until you have shortened their title to less than 200 characters.”
Within the 200 character limitations retailers should:
- Capitalize the first letter of each word
- Spell out measure words such as Ounce, Inch, and Pound
- All numbers should be numerals
- Ampersands should not be used in titles unless part of a brand name; spell out and lowercase “and”
- If the size is not a relevant detail, do not list it in the title
- If the product does not come in multiple colors, the color should not be noted in the title
Amazon Ranking: What Not to Include in Product Titles
Within the 200 character limitations retailers should not include:
- Price and quantity
- Do not use all caps
- Do not include seller information
- Do not include promotional messages such as “Sale”
- Do not include suggestive commentary such as “Best Seller”
- Do not use symbols such as ($, !, ?)
Amazon Ranking: Optimize Titles with Keywords
Keywords are a vital component of any product title but retailers should be weary of keyword stuffing – a practice that can be detrimental to your ranking. Products with clear and detailed information are more likely to earn a higher click-through-rate and convert. The increase in sales will ultimately lead to better ranking.
Below is an example of an optimized bubble sleeve case. As you can see, when a shopper is looking for a case cover, they know the product’s important detail information because it is listed in the title including the brand, the color, and the type of devices it is compatible with.
Amazon Ranking: Title Formulas for Categories
Depending on the category, there may be additional formulas for each item. Each product category has a specific product title formula.
All categories start with the brand and list the product name but other attributes of the title may include:
- model number
- power output
- size, color, quantity (if there is more than one)
Since the title is the first source of information for the customers during a search, it’s important that all titles follow Amazon’s style guidelines and have correct capitalization and spelling.
Below is a list of Amazon’s title formulas and examples for major product categories (please note this does not include ALL categories with specific formulas but rather an idea of what sellers are expected to build out for their products):
Style: Brand + Line + Size+ Product Type
Example:Calphalon Professional Hard-Anodized 8-1/2-Quart Saucier with Lid
Example: Sabatier Precision 14-Piece Stainless-Steel Knife Block Set
Cook’s Tools & Gadgets
Style: Brand (+ Model Number if necessary) + Model Name + Product Type, Color
Example: Vacu Vin Wine Saver Gift Pack, White
Small Appliances, Home Environment
Style: Brand + Model Number + Model Name + Product Type, Color
Example: KitchenAid KSM150PSER Artisan 5-Quart Mixer, Empire Red
Style for Sets: Brand + Pattern + Product Type, Amount
Example: Pfaltzgraff Charlotte 16-Piece Dinnerware Set, Service for 4
Style for Sheets, Mattress Pads, Blankets: Brand + Line/Pattern + Thread Count + Material + Size + Product Type, Color
Example: Wamsutta Luxury 400-Thread-Count Sateen Queen Sheet Set, Halo
Style: Brand + Line/Pattern + Material + Product Type + Quantity, Color
Example: Royal Velvet Classic Hand Towel, Peridot
Style: Brand + Model Number + Size + Product Type + Screen Style (if needed) + (Color/Pack Size)
Example: Panasonic PV-D4743S Progressive Scan DVD/VCR Combo (Silver)
Style: Brand + (Model Number if unclear what product is) + Product Type + (Platform)
Example: Thrustmaster Freestyler Bike (PC)
For more on Amazon Ranking, email [email protected]