How To Create An Effective Title On Amazon
One of the biggest mistakes Amazon sellers make when trying to create an effective title on Amazon is focusing too much on the keywords and not enough on the content. Essentially, sellers write for the A10 algorithm – not for their actual customers, and that can have a negative impact on conversion rates. After all, you’re selling to people, not a computer program.
Your title is single-handedly the most important real estate of your entire listing, so of course you want it to be keyword rich. But you mustn’t forget that you are selling to actual people – most who don’t know or care what a keyword phrase is. They just want to know if your product is one they might want to purchase.
As such, you have to make sure that your Title does three things:
- Let’s potential customers know exactly what your product is
- Gives them the details they need to discern if the product meets their preliminary requirements
- Intrigues them enough to actually click on your listing
Now, this can be difficult to do with only 200 characters or less, but it certainly isn’t impossible. And if you follow these simple guidelines, writing an effective Title on Amazon can be quite simple.
LESS IS MORE WHEN CRAFTING A GOOD TITLE
We realize this goes against almost everything you’ve probably been taught regarding Amazon titles and keywords, but stuffing your title simply isn’t necessary. If you have a long title, it’s easy to lose the reader because most people don’t like to sift through a bunch of content. Short and sweet is usually best. You should be able to get in two long-tail keywords, descriptors, and sales copy in 150 characters or less. Any additional keywords that you can’t fit? Throw them into your Search Terms which is your second most valuable real estate on Amazon.
INCLUDE YOUR BRAND NAME IN THE FRONT
A lot of sellers are afraid to put their Brand name in the title because it takes up room. The problem with this is that it makes it damn near impossible for people to identify which product is yours on a SERP.
Look at the example below. I typed in “baby blankets for girls” in the Amazon search bar and these were the first four results that came up. Notice how the last one doesn’t have a brand name. If this was your product and a customer was looking for your particular brand, they wouldn’t know this was yours. This is problematic for three reasons. 1) If you are doing a Search-Find-Buy launching campaign, it makes it impossible for people to search for your product by name. 2) You WANT people to recognize your brand. Brand recognition is crucial in the long game and not having your brand in your Amazon title complicates this. 3) Amazon’s TOS for titles specifically states that your Band name should be in the front of your title.
DON’T GO AFTER SHORT TAIL KEYWORDS
If you are selling an insulated coffee mug and you see that Contigo and Yeti are going after the search phrase “insulated coffee mug”, intuitively you might want to do the same. After all, if it works for them, It should work for you too, right?
Not necessarily. Trying to compete for the first page on a popular search term is the equivalent of trying to find your friend at a country concert based on the fact that he’s wearing a cowboy hat. The likelihood you’ll find him amongst the thousands of other cowboy-hat-wearing concert-goers is pretty unlikely.
But if he were to specify that it’s an “extra large blue cowboy hat”, we’ve narrowed down the pool, making the probability of finding him a bit more realistic. The same analogy goes for selling products on Amazon. If the search terms in your Amazon title are too broad or general, you’ll get lost in the queue and will almost definitely not make it to the first page.
WRITE YOUR TITLE FOR MOBILE DEVICES
Currently, Amazon has about 142.5 million users on the Amazon app which means a large part of the population is purchasing products on their smartphone. This is important to note because the layout of the pages on Amazon is very different on mobile than it is on desktop.
On SERPS, only the first 80 characters of a title show up. This means the most pertinent information of your product should be at the beginning of the title to convince potential customers to click on your listing. If a person is searching specifically for bamboo dinnerware and your title doesn’t mention bamboo until the 100th character, the likelihood of that customer clicking on your listing is pretty low.
DON’T BE AFRAID TO USE SALES COPY IN YOUR TITLE
This is probably the number one thing people don’t take advantage of when composing their titles and, in turn, they miss a big opportunity to provide a “call to action” or “persuasive content.” Sellers usually wait for the bullets or product description to worry about sales copy, but why? Let the reader know right off the bat why they need your product. Here are just a few examples:
“Leak Proof Sippy Cups Perfect for Traveling Moms and Kids”
“4 Piece Dinnerware Sets Ideal for Family Guests”
“Aromatherapy Candle Set for Women – Complements Bathroom Decor”
In all of the above examples, you are hitting the long tail keywords but also adding other keywords while creating a REASON that a person might want to purchase your product. Remember: a customer already knows WHAT they want – that’s why they are on the SERP to begin with. What they want to know is WHY they should buy YOUR
YOU AMAZON TITLE SHOULD FOLLOW THIS FORMAT
Brand Long Tail Keyword Phrase – Descriptor, Descriptor, Descriptor – Another Keyword Phrase – Call To Action
Ex: MaiTea Loose Leaf Tea Infuser Bottle – BPA Free Double Wall Glass, Removable Strainer – Eco-Friendly Drink Tumblers – Perfect For Yoga Travel and Gym
Just like anything with Amazon, there is no magic potion that’s going to guarantee success or promise a home run. There are many factors that contribute to the success of a listing – the title is only one of them. However, following these guidelines is a good way to improve your listing and ensure an effective title on Amazon.