81% of all purchasing decisions are made up of items on the first page of search results. In January 2018, on Amazon alone, there were over 562 million items listed in the U.S. (Globally – over 3 billion items were listed). With only 16-32 listings on the coveted first page, it is crucial that your listing makes it to page one. The key? Compelling content.

Successful listing content contains many integral components working together for optimal performance. If just one of these components is missing, the overall success of your listing will suffer. It is vitally important that these key elements are combined in a dynamic way to maximize their effectiveness and optimize your listing content.

Why keywords are important, and how to use them.

The basic building blocks of any Search Engine Optimized (SEO) content are keywords. These are the words that people are searching to find your product. It is imperative that you integrate the top keywords throughout your listing in a purposeful and practical way. Many eCommerce sites have begun to penalize sellers for “stuffing” keywords into their listings with no rhyme or reason. In fact, Amazon now equally weights all sections of their listings (in terms of search importance) to alleviate such practices. While keywords are critically important, they must also be used correctly for maximum benefit. Remember, your ultimate goal is to get the consumer to buy your product. Nonsensical keyword overload will not help you meet that goal.

“It's important to use keywords in an appropriate manner and follow a strategic approach. You should never stuff a page with keywords and over-optimize. SEO and content work in balance.“ - Forbes Agency Council July 2018

Where science meets art.

While keywords are based on scientific data, communicating correctly with your customers is an artform. With limited space, and the consumers’ limited attention span, you must draw them into your listing and keep them there long enough to sell them on your product. All the while, weaving your SEO keywords throughout in a non-imposing and graceful manner. This balance, though sometimes difficult to obtain, is an integral part of eCcommerce content marketing.

% of marketers now utilizing content marketing 77%
% of marketers creating more content now than they did one year ago 69%
% of businesses that rate their content marketing as basic or consistent 66%
% of businesses that want to create more engaging higher quality content 62%

Overall voice is important.

Perhaps the main question you should ask yourself before composing your listing content, is, “With whom am I speaking?” If you are hoping to sell across demographic groups, your overall voice and tone should be quite generic. However, if your key demographic is 18 to 24-year-old women, your language will be much different than it would be if you were selling to 65 to 75-year-old men. The product that you are selling will also have a huge impact on the tone of voice and overall communication style that you present.

Another thing to keep in mind when constructing your content, is your company’s overall voice and brand tone. Most companies have a specific strategy when it comes to communicating their brand. This style should be adhered to throughout SEO content in order to bring a consistency and congruency to all of your brand’s written communication.

Listing specifics - Let's get down to the nitty gritty.

You have your keywords, your demographics and your brand voice and style requirements, now you can get down to the business of writing your listing. The title is the single most important piece of your listing from a written content perspective. If your title does not communicate what the shopper wants to see, they will quickly move on to the next item on the list.

With mobile shopping increasing at a rapid rate, the first 70-80 characters of your title may be all the customer sees. Therefore, it is vital that you communicate your brand name, product title, size and perhaps a key selling feature (along with a couple of top keywords) – all within the first 80 characters of your title. Again, it is an artform.

We at OmniiX love the challenge, but we tend to geek out over all things content related. Remember, this is just for mobile optimization, your title can be longer (though we don’t recommend going over 100 characters), but keep in mind, those shopping via mobile devices will probably only see the first 70-80 characters.

While terms vary across platforms, most sites include bullet points somewhere in the product listing. They are a close second in terms of importance in optimization of your written content. Here, you can elaborate on your key features, as well as the benefits of those features. You have more space to intertwine your keywords with the attributes of your product and explain the intricacies of your item. Details on item specifications, functions and color or size options can be elaborated upon in the bullets. Keep in mind character counts are different depending on the platform.

The long-form description, also known by different terms on different sites, should be an overall summary of the product. Re-emphasizing the key selling features and attributes that differentiate your product from the competition, while interspersing keywords is ideal. Keep in mind, that if they are reading the description, you have sparked their interest. Here is the place to remind them why they are still reading.

It should be noted that repetition of keywords does not increase search ranking. Overuse of the keywords can make your content feel repetitive and uninteresting. While some repetition is valid, it is recommended that you don’t overuse your search terms.

SEO and content marketing require consistency. Fresh, unique and creative content gets rapidly indexed and ranks higher than low-value and repetitive content.- Forbes Agency Council July 2018

At the end of the day, a successfully written content listing is a true marriage of style and substance. For complete Search Engine Optimization, you must combine the science of data-driven keywords with the art of communication.

Need help navigating the complex intricacies of Amazon’s ever-changing landscape? Let’s chat! OmniiX empowers brands to thrive on eRetailer platforms with knowledge, actionable insights and tools to even an unfair playing field.