Nov 11 , 2020
A Guide for Writing Amazon Product Descriptions
If you've read anything about selling on Amazon, you know the importance of writing an optimized product listing description. Your Amazon product listing copy is vital for getting your product to rank well in Amazon's search results and perform well.
The tips in this guide will help you create great Amazon product descriptions. You can follow these guidelines for your own website, eBay, or other listings as well. You'll learn how important SEO is for product listings and how to ensure that your product descriptions are optimized for Amazon and search engines in general.
“It’s not about the first time you write a copy , it’s about weeks and months after that. Having a good foundation for SEO is going to make keyword research and advertising so much stronger. If you don’t have a good foundation , then all of your data testing is built off of stuff that’s just not accurate or relevant."
Pay Attention to Product Titles
When you're creating a product title, every word counts. The title gives you a chance to highlight the most relevant, important keywords that customers are looking for. What would you search for to find your product? What else comes up with that search? Be accurate and descriptive.
Best Practices for Titles on Amazon
You generally have 200 characters available for a title, and it's best to aim for 190, making the best use of your space while ensuring that your title doesn't end up too long and getting suppressed by Amazon. If Add-A-Product indicates that there is a specific character limit, follow that guideline.
Put the most important key phrase in the first 80 characters of the title. If you have additional space, you can include other important keywords.
The title is the first product description that potential customers see in search results, so make sure that it includes as much important information as possible. Details like sizes, materials, exclusive features, important distinctions, etc. will get a potential customer to click when they see the information they're looking for. If you can craft the title to be enticing, do so, but don't be clever in lieu of keywords and description.
Product Listing Copy on Amazon
The most important thing to keep in mind for your product descriptions is to explain the product's benefits clearly and accurately. Words like “top-quality” and “best” are generally glossed over as people read. While including your product keywords and key phrases is important, you also want to explain why your product helps your customers in their lives. These benefits are often what people are searching so they'll be included in your key phrase list in any case, and they'll help your listings stand out.
“It’s not just writing down the words, it’s also thinking through your competitor's listings and your keywords .You are doing a Helium tracker to see what the search volume of words are . It’s not just : “Can I write a sentence about my product ” you know , it takes a lot of analysis that goes into it and if you don't know how to do that you're gonna have to learn how to do that"
Use Bullet Points for Product Features
Bullet points are important in a product description because they make it very easy to read. This is the best way to list the features of your product. Optimize your bullet points with these tips:
Use a varied vocabulary
Keep your listings interesting to read by expanding your vocabulary and choosing interesting descriptive words to capture the attention of your potential customers.
Incorporate sensory words where applicable
If the scent, flavor, or texture of your product is relevant, be sure to include words that describe these features. Remember that people can't pick a product up off a shelf to examine it, do that for them in words as much as possible.
Include your keywords and key phrases naturally
Don't write a paragraph of back-to-back keywords. Make sure they're naturally incorporated into your text.
Add all the important descriptive details
If the only thing that a potential customer reads is your bullet points, they should still get a full image of your product.
Avoid fluff and filler
Don't spend a bunch of words just talking about how your product is better than all the competitors. Keep it relevant and descriptive.
Focus on the First 200 Words
The most important part of your product description is the first 200 words. While this is important for Amazon, it's especially relevant for eBay descriptions, because their search engine specifically scans and indexes the first 200 words. This is where to include your most important keywords and your bullet points.
“ The rank goes : title , bullet points , description and then back end search terms - as far as the weight that it holds in the A9 algorithm . Specifically the first 35 characters of a title , not only for the algorithm but also for the viewer’s perception of the product ”
Especially if you are looking on mobile , one of those first few words of the title are gonna show up ; so if it’s filly words and it doesn't strike that thought in their minds : ‘’This is the product that I need!” , they’ll skim over it and will go to another product . “
Keep It Simple
You've probably seen lots of very long product descriptions on Amazon listings, and it's likely you stop reading after a paragraph or two. Remember, quality over quantity! If you've included all the product details and important keywords, you've done the job. Don't start repeating yourself just so that you can have a longer description.
Don't Neglect Product Images
While this guide is about product descriptions, it's so important to have good product images that it's worth mentioning here. Your main image is shown in search results and is generally the first thing that someone looks at, so make sure your images look good. Include as many images as you can to show all the details that you've explained in your product listing copy.
Amazon Keyword Research
In this guide we've talked about the importance of using appropriate keywords and key phrases in your product title and description. But how do you determine what keywords to use in the first place? Before you write your titles and descriptions, take the time to do keyword research. There are tools that will help you do this, and the details are outside the scope of this guide, but it's well worth your time to learn how to identify the best keywords for your products.
“The biggest mistake that sellers make is trying to overreach with their keywords , and describing the product inaccurately .Trying to be too broad with their search terms and reaching an audience that isn't relevant to their product"
How to Include Keywords in your Product Descriptions
With all the focus on keywords, you may wonder how exactly to include them when you're writing a description. It's a lot easier than you may think. If you've chosen the right keywords, you'll naturally include them in your bullet points as you list your most important product features.
The Amazon search engine will look at your bullet points in your description, and potential customers will be drawn to them as well, so you'll be achieving both goals at once with good bullet points.
If you've done a good job with your keyword research, you'll know which ones are the most important, and those are the ones that you'll want to include in your title. You'll also have some long-tail keywords that you can include in your description where you can.
One strategy is to write your product description as accurately as possible, without worrying about the specific keywords, and then check it against your keyword list. You'll probably find that you've already included the important ones. Make adjustments as needed to get your keywords in there while ensuring that your description is still easy to read and doesn't feel like it's just a paragraph packed full of keywords for the search engines. Remember, people will be reading these descriptions so keep that in mind as you prepare all your descriptions and titles.
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