- Why is having a well-optimized Merch By Amazon listing important?
Firstly why is it important for you to have an optimized listing? The short answer is, it will help increase your daily, monthly and yearly sales. The whole reasoning behind optimization is to maximize the chance of your target audience seeing your listing. The more eyes on your listings in theory should equate to an increase in sales.
“How I see it is, it’s all about getting your t-shirts in front of the right people who would want to buy them”.
- What does a listing consist of and what is changeable?
I’m assuming the majority of you know that the following areas of a listing are changeable / optimisable:
- Brand Name
- Title of product
- Listing Price
- Key product Features (Bullet Points 1 and 2)
- Product Description
These are what we will be focusing on today.
If you have not heard of or know the definition of a keyword strap in, this is how I approach my keywords and the research. I think of keywords as the ingredients to a cake, they create something edible but you must have the right ones to make something delicious. My aim of this post is to supply you with a recipe that you can follow to create a listing that will SELL.
There are two different kinds of keywords, which we will be focusing on today:
- Short Tail Keywords consist of one or two words, which are generally the main keywords, people search for when looking for things to buy. For example if you wanted to buy a t-shirt for Halloween you may search something along the lines of “Halloween T-Shirts” into amazon. Short Tail keywords generally receive a greater amount of traffic than long tail keywords.
- Long Tailed Keywords consist of three to five words and come into play when the “shopper” wants to find something more specific than lets say a Halloween T-Shirt. An example of this may be “Ghost Busters Halloween T-Shirt”.
So should you be using short tail or long tailed keywords? The answer to that is, you should be using a mixture of both.
In my opinion if you have conducted thorough research and found a niche with a high sales volume and low competition (click to see my post on how I conduct research) you are already 80% of the way there to selling a t-shirt, you now just need the correct keywords to sprinkle on the top.
- How do I find keywords to add into my listings?
I use the product search within Merch Informer, which gives you a summary of shirts ranked from best to worst sellers in your target niche. Within this summary you can see your competitors brand name, listing names and bullet points. Have a look at the picture below where I have highlighted just a couple of keywords I would use in my listings and titles.
If you make sure you have included similar keywords from the best sellers in your niche you know your listing will be discoverable because how else are the best sellers being found? Another thing I like to do is run keywords through a thesaurus to include further variations of the same word people might be searching for. For example a keyword I may choose to use is “flowers”. Once I search the word “flowers” through a thesaurus it generates me with the following”
If I can include a couple of the above into my listing, I will now appear in the search results if someone searches the following “awesome plant t-shirt for women” which I would not have previously.
I would not recommend doing this for every single keyword, only the most important / main keywords.
- Ranking Factors
Even if your listing is fully optimized with the perfect keywords you may not always appear as the first listing in the search results. Generally the listing that is shown first is the one with the lowest bestseller rank (BSR), which come from the amount of times a t-shirt has sold over a given period (lower the BSR the more a t-shirt is selling). Also reviews greatly affect how high a listing appears when searched. What we are really trying to do when optimizing our listings is have our t-shirt appear on page number one when searched so our listing is actually seen.
A couple of things to avoid and do are as follows.
- Do not keyword stuff your listings as it makes them unreadable and spammy. I’m sure amazon will sooner or later crack down on these listing by removing them.
- What you want to be doing is including your identified keywords into a nicely structured sentence.
- One other thing I see a handful of listing including is “made from 100% organically source material” or some other bs to entice people to buy their shirts. Statements like the above are directly breaking amazon’s terms and services and will likely be removed, so don’t do it.
- Example of a perfectly optimized listing
I really don’t think there is such thing as a perfect listing, only a discover-able one. Below is an example of what I consider to be a well optimized and written listing.
In the above picture you can see the main keywords were repeated in the brand name, listing name and both bullet points. There were also other keywords sprinkled in to create a sentence that flows and is not to spammy. In regards to the description box, whatever is written in there does not affect your ranking within amazon. I almost always copy and paste my first bullet into the description box.
- Wrap up
I hope you now have a better understanding of listing optimization and basic SEO within Amazon. Although keywords are an important factor in increasing your sales, the backbones that lead to a salable shirt is the research done prior and having a superior design to your competition. As always if you have any further questions post them below.