The second part of the optimization skills of Amazon listing
In fact, almost all the new Amazon sellers will encounter a problem is their own listing is difficult to be searched, in some category under the category even hundreds of pages can not find ( tears no tears ), and it is difficult to be searched because the product weight is not high, leading to the search rankings lag. So how to improve the search ranking of Amazon listing, we are together today.
First, we need to know what factors affect the search rankings for products:
The relevance of key words is the basic factor that affects the search ranking. The buyer, for example, entered the keyword " hair clipper ", and if the seller sells a computer, even a is a EPIC super seller, the Amazon platform is unlikely to push the a's computer to the buyer. If the a sells hair clipper, b sells also hair clipper, then look at a and b whose products match the key words used by the buyer, the higher the matching, the higher the search page.
2. account number weight and performance
One of Amazon's important ideas is to re – store the products, and attach great importance to the buyer's shopping experience, so if your Amazon store performance indicators are excellent, do very good in product and service, then Amazon will improve the ranking weight of the store product.
3. sales volume and conversion rate
The sales of each product is different, the conversion rate is also high and low, this factor will also affect the search and sorting of commodities.
From this we can see that search ranking is based on keyword search ranking, so the seller should focus on the use of product keywords, and then optimize and adjust the details of the product, to match with the keywords of the buyer as much as possible. Specifically, we start with the following aspects to improve the keyword in search of the sino – german exposure rate:
1. improve the matching degree of keywords
( 1 ) the classification of the product should be accurate: when publishing the product, the large class and subdivision of the product should be selected correctly. If the product is divided into the wrong category, or into the wrong category, in addition to the possibility of Amazon's warning, it may miss a lot of search traffic. But as long as the seller is careful, the wrong big class this kind of problem will not appear.
( 2 ) title ( title ): the title is a very basic factor affecting the search ranking. Good title can create profit for the product, it needs to be written carefully. A good title should not only express the basic information of the product ( including core keywords, such as a brand, a product line or model, material or major component, color, size, number, but the first keyword in the title ), and also be consistent with the buyer's search habits, so to write a good title, the seller in the Amazon does not only need to master the basic information of the product, but also to understand the market, understand the buyer and competitors.
( 3 ) bullet point ( selling points ): bullet point is mainly used to list the main selling points and highlights of the product, including the introduction of the product, size, function, product features and advantages, transportation time ( and of course it can be written in case of a limitation advantage ), use, such as holiday gift, etc. This content is the content of the buyer to further understand the product, it is very important.
( 4 ) description: long description as an extension of short description, there is a great space to write keywords, describe in detail, and supplement the information of the product. But notice that when you set up, you don't repeat the keywords that you put in the title ( title ), and if you use a keyword in the title, you can fill in another similar or other keyword in the description.
( 5 ) search terms ( keywords ): the keywords set in search terms are not displayed at the front desk, and the words filled in are equivalent to the database. when the buyer searches for a keyword, the search terms are automatically matched, including complete matching, phrase matching, and fuzzy matching. So when the seller fills in the search terms, you can fill in the words that are not used in the title ( title ).
( 6 ) picture quality: the picture has visual impact. Good pictures can even more directly attract people's eyeballs than words can describe. Before the sale of the product, the product to shoot more attention angle, light, put out the picture should be clear enough, not over PS. Good pictures can also attract sellers to further detail the description of products, in the product details interface stay longer, or reduce the bounce rate ( bounce rate is the percentage of visitors who leave with only access to the portal page ( such as the home page ).
( 7 ) create multiple attribute variants. For products with different color and size. Building multiple attribute variants, creating parent-child variants, the child product as an independent listing information, can increase the search weight of the product. At the same time, all of the child's comments will be concentrated under a listing, the more praise the more, to improve the conversion rate of order.
For the novice Amazon novice seller, look at how the quality competitor describes listing, you can look for the same best seller or top 100, and grab more than 5 more product details page for research, focus on writing, description of selling points, keywords composition, image optimization, and appropriate imitation.
2. research on the search habits of buyers
Different buyer search habits are different, may use the long tail keywords, product name, or use the brand name and product name combined to search together. For different products, the seller in the Amazon in the process of keyword optimization, try to localize the keyword or writing context.
3. to improve the evaluation of products
1 ) FBA
Amazon platform will give priority to products shipped with FBA. The keyword search weight of products shipped with FBA will increase and the search rank will be higher.
2 ) to be promoted within the CPC station
Because of the relationship between the competitive environment, do the CPC station advertising listing, search rankings are not necessarily high. But it does help to increase the exposure rate, if the seller in the optimization of listing on the basis of the CPC station promotion, the effect is still good.
( 3 ) high praise
We have already mentioned that Amazon is more willing to recommend products that are good to the seller. And any of the word of mouth product, is through a period of time accumulated slowly. So the demand for praise is a means to enhance public praise.
4. improve the evaluation of the shop
1 ) raise the weight and performance of account
According to the requirements of Amazon performance indicators, control of order defect rate, pre – delivery cancellation rate, delayed rate, effective tracking rate is actually to control the quality and service of products.
2 ) control of inventory
Adequate inventory allows sellers to have no inventory of inventory when implementing a sales plan.
3 ) adjustment of prices
A good product, cost-effective products are easier to push to consumers. At the same time in the different sales time of the product, the seller can adjust the price according to the market demand.