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The optimum number of keywords in the description is 10%. So, if you’ve got a thousand characters in your description, then you want to have 10% of them as your keyword.
- Bestseller rank is based on sales and can be gained by giving products away in the form of a product launch and through using Amazon ads.
The Perfect Title
Moving on from the geekiness, this module covers product titles and how to make the perfect title. We’ve already seen how important titles are, not only for ranking but also as a means of getting clicks, which is a very, very important component of making more money on Amazon. So, naturally, the next step is to delve deeper into everything you need to know about product titles.
First of all, what are you selling? Possibly the single most important thing that you will do in your SEO journey is choose the keywords that you want to rank for. When you get it right, you’ll get laid like a rockstar. But if you get it wrong, people will find your product but may not like what they find.
Keywords will be covered in a lot more detail in future modules but, for now, it’s important to consider that, when we are doing SEO, we are targeting a single keyword to rank our product for. Just remember that the keyword must be relevant to your product.
We already know that Amazon wants the keyword in the title and, since this is a relevancy-based search, we have to pick the right one. Think of it from the searcher’s perspective – they have a problem and are looking for a solution. Your title and your product image will both be flagged to the searcher if your product will solve their problem.
With that being said, let’s see how to structure the perfect product title.
You don’t want to be all things to all shoppers, so pick a target and hone in with laser focus on that one keyword. Remember that you’re also going to use secondary keywords, which will be covered in later modules, but our main keyword needs to be front and centre.
Character length is an extremely important component of your title and every category has its own unique guidelines that should be followed. For example, PC’s show 70 characters for the title on the SERPs and 200 characters for the title on the actual product page.
However, for mobile devices and apps, the title gets truncated to about 60 characters. So, your title should include the main keyword and the main benefit or feature in the first 60 characters.
As an example, a search for “Vitamin C Serum” showed three comparable titles. The first one was “The Best Organic Vitamin C Serum”, which is within the 60-character limit. The next one was “Organic Vitamin C Moisturising Serum” and the third was “Edi’s Secret 20% Vitamin C Complex Anti-Aging Serum”. Neither of these were structured as well as the first title.
So, there are 60 characters in the SERPs title and, when you actually go to the product page, up to 200 characters are allowed. This is where the secondary keywords can be utilised in your title. In the above example, the main keyword was “Vitamin C Serum”, which was placed in the first 60 characters in the title, and one of the secondary keywords was “Hyaluronic Acid”, which was included in the 200 characters allowed on the product page. The important thing is that the main keyword, the one that they’re really trying to rank for, was in the first 60 characters.
Looking at the actual structure for the titles, it is advisable not to capitalise every single letter. In fact, Amazon says to capitalise the first letter of each word (Title Caps) and that conjunctions such as “and”, “or”, and “for”, articles such as “the”, “a”, and “an”, and prepositions with fewer than five letters such as “in”, “on”, “over”, and “with” should not be capitalised.
ROARlocal spends about $100,000 a month on Google AdWords, which is Google Shopping. We test a lot of things. We have a team of five people who solely test Google AdWords. And in all of our tests, use of title caps tends to beat using lower case and all caps every single time. Title caps are also easy on the eyes and read very well.
So, if it works on AdWords, it should also work on Amazon. Unfortunately, since Amazon doesn’t let us run split tests, there’s no actual way to test this. However, if it works on one, it should also work on the other.
The following words are useful in a title and tend to work really well by grabbing attention and flagging something important. You will also notice that these words are very short and conform to the character limit. You should be able to use them alongside the main keyword that you will be using in your title.
- Best – e.g. Best Hand Made Crocodile Wallet.
- No. 1 – e.g. No. 1 In Oz Pure Protein Powder.
- #1 – e.g. #1 On Amazon Organic Mineral Makeup.
- Free – e.g. BFA Free Teething Bottle for Infants.
- 100% – e.g. 100% Pure NZ Manuka Honey.
- Pure – e.g. Pure Creatine Monohydrate Capsules.
- Live – e.g. Live Culture Probiotic for Children.
- FDA – e.g. FDA Cert Organic Wheatgrass Powder.
- ® (registered trademark) – e.g. Stinky Butt® Talcum Powder for Babies.
You could probably come up with some of your own words as well, which I encourage you to do. But these are really good words to use that have been proven time and time again in product titles.
Also, you will notice that, in the example “100% Pure NZ Manuka Honey”, New Zealand has been abbreviated to NZ, and Certified has been shortened to Cert in the example for FDA. This is acceptable in titles as long as the abbreviations or shortened words are commonly known and understood.
Now, a word of advice: don’t stress over your brand name; keep it simple. Don’t use up your character allowance on long, clever brand names. People are more interested in the product itself. They can see your creative name in the picture or in the description. You only have 60 characters for your title – you need to get the important things in first. So, it’s best to keep your brand out of the title until you are so well-known that people are specifically searching for your brand.
It’s also important to structure your title according to ASIN Variations, which are titles using a variation relationship. Some products have a parent-child relationship where the “parent” is the main item (e.g. a white t-shirt) and the “child” is the variation of that main item (e.g. different sizes or colours available for that t-shirt). You can list them separately on Amazon, which not only gives you more bites at the ranking cherry, but it’s also a very cool hack in Amazon that works really well.
For these, your product title should reflect what the user will find if they click on that product, so it needs to be relevant.
Remember that there are mobile and app searches that make up 70% of the search volume on Amazon. So, you have to get the important things across in the first 60 characters. Your product page title should focus on ascending benefits or features, depending on your product. Don’t be cute. Don’t try to be funny. And don’t even think about being smart. Try to sell.
Some other things to try when structuring your product title are:
- Avoid using parentheses in the first 60 characters that appear on the SERPs, but they are acceptable and great to use in a long title on the product listing page.
- Quotation marks make things look important.
- Use of special characters is against Amazon’s terms of service.
- Ultimately you have to test some things, but you want to focus on relevancy first and foremost because that’s what Amazon does.
- If you focus on relevancy, you’ll become a bestseller and then you’ll rank for that too.
- Get the main keyword in the first 60 characters and secondary keywords in the 200 characters allowed on the product page.
- Use title caps instead of lower case or all caps.
- Include attention grabbing words such as “best”, “#1” and “100%” in the first 60 characters.