Amazon Ranking - A+ (EBC) Content Best Practices

hi everyone thank you for watching my name is Jelena from Amazonia PPC and in today's video we are going to cover the basics of using a hand spaniel contact on Amazon and I wanted to make like a quick tutorial to show you a couple of tips on what can you do to improve your brand's awareness increase your conversion rates and also gain more organic traffic on Amazon by using these predefined templates that Amazon has offered as branding tools so what are what is it has branded content this is like an additional space on your product listing page where you can you have an opportunity to explain into a lot more details to customers what this product is all about and a little word or two about the brand so this usually has proven to increase conversion rates a lot so you should definitely use it it's like a customized product description with certain templates that I was an authoress you can also make your own templates if you're a little bit more skilled or you hire an external source to do that for you so the reasons why you should use ABC or a plus contact now that it's called everything is called a plus even on seller central well the main reasons are because it improves your conversion rates it's proven that to raise conversion rates when he uses ABC content simply because you share a lot more information about the product and you have an additional opportunity to reiterate on the bullet points may be something that you consider it's very important for them to know about the product or you have an extra space to add more images stuff like that so improved conversion rates would definitely be one of the main reasons to use ABC content then also it increases your brand awareness so in one part of the EBC there there should be some kind of reserved space for you to represent your brand your brand's core values and message and just in general make some additional type of content that will be consensus assistant to what you have on your e-commerce websites so that you sort of use amazon's traffic as additional platform for generating brand awareness and loyal customers which is very important then also the third main reason is that you get to rank for as many organic keywords as possible so if you have like a long list of longtail keywords that don't have like as much volume as your main core keywords and you already used your keywords or the product title bullet points where they're most prominent and visible and they will have greatest impact on ranking like an additional sidekick for that would be using long tail keywords to implement them into your hands by the content so this is very important because it will assure you organic ranking for all of these long tail keywords that the competition maybe didn't remember to use so this would be like a third big reason why you should have EBC content or a a-plus content as a mandatory part of your strategy for branding and also for increased perversion rates in this video we're going to cover six main tips and tricks and stuff that you should use in your EBC content to leverage its maximum potential but before we dive right into it it's important to know for you for you to know that you should be brand registered in order to use ABC content otherwise you're not going to be allowed to use this you're not gonna have this option so make sure you sign up for your for the brand registry and take the time to wait and get approved before you got right into it we have seen so many brands do this wrong or do not even do it like they don't they totally neglect it don't really realize the importance of has been the content for their conversion rates so I have opened up something like seven or eight different examples that I will show you at the end of this video I will try and find some mistakes that they are doing with their ABC and just try and explain to you and with more examples how it all works because that's how I learn best through work and through different examples and just seeing what could have done what could have been done better so first rule first hack that we have is that you have a thousand words you have option to use a thousand words in your EBC content so make sure that you put as many keywords as possible don't duplicate don't over stop but as many keywords as possible preferably longtail in this EBC context where you have an opportunity to use a thousand words that's like really a big piece of information and you write for example in this example they don't use a lot of content at all they might be doing some other things well but like when you can see here in the product description and then in the a plus content they maybe have like total of 2,000 word the 200 words so this is not a good example in this other example they're also not doing a good job with a lot of a lot of content so thousand words thousand words is something that's copy if you have so much copy in your your content and understanding about your product by your customers is going to be very strong so make sure to put everything there is to know about the product in your EPC copy because that's your chance to do it so so use it and make sure the kind of like structure your EBC content so that here at the top at the top you will get a specific information about the product as possible and this is for example a good example that they have done it at the beginning of their EBC content their class content but they haven't used the proper layout this could have been organized a lot nicer so that it has like this user experience moment to it at the moment it doesn't but what they actually did right was mentioned as many specific information about the product that they actually cut like specifications like the dimensions and chord length and weight and stuff like that it's very important for our average customer to know then what's included in the packages and how it applies and some additional notes that's very nice that's what's something that you should usually put at the beginning of your EBC content which is what they actually did but they could have done it in a much better visual way so to speak so that would be like one idea for this brand then at the middle of your content you should use some kind of like category wording or something that's the topic that's common for your category like they did this very very nicely like for example cats love being high this is a product that basically sells cat to cat furniture for cats to climb and you know just like kind of skip your couch let's keep your couch and use their own space here you can see what the product is so you can understand the context it's a cat window perch where they can like climb and be high and you know just stick to their own space and here in the middle of their EBC content after that first top section where they kind of like explain it's a lot of details what the product actually is and the specifics and everything that's very very specific to the product itself they slowly moved in their middle part of their EDC content they moved to that category piece of the copy that explains maybe why they decided to sell specifically this product and what kind of like problem it solves and in general something that's very specific to the category so stuff like cats meat love being up high they love living in - playing in the Sun and that this product can hold up to amazing 50 pounds which is really amazing so there there's this additional USB that says let the cat feel your loves like an emotional point to it so all of this this is a very wide range but you should think of in the direction where kind of like need to represent what this whole category is all about so if you have like a well-defined niche this will work really well for you this part you should be very inspired so this part they already have covered but there's this third part that they haven't used EDC content at all for any kind of branding purposes they haven't worked I can tell that they haven't worked with any kind of professional copywriter or any kind of graphic designer to make this right so someone enters their logo and some kind of like generic background that's at the beginning of this EBC and then below you have still have nothing in particular to showcase for the brand and that's exactly at the bottom of BBC listings what you should do like you should implement as many branding elements as possible to make the most out of the EBC content so let me try and find some examples here if we can there's this another company they didn't do anything for branding at all either let me see this third listing also so I've discovered that not a lot of customers not a lot of families and sellers are aware of the possibilities for branding that they could actually use through ABC or so-called now a plus content so like for example these guys they did some branding elements to their ABC content but they started off with it which is the wrong way to start off you really want to make sure that your product specification sorry at the beginning category characteristics are in the middle of your EBC listing and then you have some kind of branding elements like logo or awards or notable appearances and stuff like that at the bottom of your indicia listing so they did it right by using branding elements but in the wrong place so that will be like the first part the first kind of rule is to use that structure top middle bottom placements for different types of content and use at least a thousand words copy in it because you are entitled to and make sure use the maximum out of it because it will really really help your organic ranking for a certain longtail keywords keep that in mind the second rule is to use keywords which is using keywords and and know in your images as well which is something that not a lot of sellers know about when you add your images to the EBC let's think there's an there is a special space for you called alt text this means that you whatever you enter in in that description about the image should be ranked and should be indexed by Amazon and used for ranking purposes so this is a very good place for you to use stuff like synonyms or maybe misspellings or additional attributes about a product or something like that you can't really use in that front end text you can use it the alt text simply because it's in the back end it's not something that your customers can see but it's definitely used for ranking for example Amazon know where mentions they don't know I mentioned that they actually use this for ranking purposes but we have tested this a lot and it actually does help ranking when you use alt text in your EBC content so it's extremely important space where you're like an additional space and make sure you use it so aside from using keywords in your front-end that your customers can see a tweet make sure to use your alt text to kind of like improve your organic ranking even further there are a lot of examples where a misspelling can generate a lot of traffic for you and give you that kind of like competitive edge in front of your competitors simply because they haven't thought of this little simple hack like using them a spelling in your alt text there will be the second roll third roll is to take cup as much space as possible so I mentioned that we have a you have an opportunity to use at least a thousand words so make sure to use that text if possible at the bottom as much as possible like these guys over here they did like you have this page space for yourself and after your EBC content if it's short then again you will see the competitors listings below and although these items are going to be comparable and simple so it's not something you want to give that easily you to your competitors like if if they have users can scroll down through your EBC and it's long and it's attention-grabbing then you're not gonna give away that easily especially if there's like an additional space of text like I'm circling around here that is consuming the space it kind of like separating your listing from the compare items section which is all the way done so this is something that we have tested and it really works it improves conversion rates it keeps your customers focused on your listing so you don't want to make sure you don't want to make your listing short at the bottom or images at the bottom like these guys that over there luckily they have product descriptions before their compare items section so that they are kind of like separated but they probably didn't do it on purpose so after this image ideally like these little kitty cats you should have like an additional big pile of text that will separate that will not only engage with the customers and explain what the bad is all about but also like kind of like separate from the compare item section so that you keep your customers focused on your own listing not kind of like dissipate their attention and leave them out to your competition that would definitely be the rule number three rule number four is the the brand identity this is something that's a little bit more advanced not a lot of sellers know about this or know a lot about branding in general so I'm hoping that you when you started selling on Amazon that you had branding in mind and like wanted to expand and create a brand of Amazon so along with the brand identity you should have some kind of like colors and certain style and messaging that belongs to your brand that you already use in a very cohesive way in your e-commerce website so this can kind of like easily be transferred over to your ABC content like if your colors are green and you're none of these examples that I actually found are good examples in that area so when you when you're working with this kind of like brand identity part of the UBC content make sure you hire some very professional graphic designer someone can actually help you either they find your coloring your messaging in your style either refine it like and make it visible on your EBC content simply because this is very important for you to build your brand brand loyalty and it's always cheaper for a seller to acquire repeated sale rather than one that came through their listing for the first time so this is something that's that's usually very helpful to make sure to focus on your brand identity and make like a coherent cohesive EBC that will be consistent in colors and messaging around your brand so if I find any good examples in Amazon I will be sure to put them in our product description and show you exactly what I meant by that let me see any kids might have something like that these guys are close to that like for example they have big logo placed here and they're very consistent with showing images but still not a very very good branch identity here present aside from these little green places three three little green icons that's not even a good example either so I'm going to find some good examples and show it to you maybe this one would be like as you can see they're like they have like this funny feeling to it and they are like a little bit of comic but like adjusted for pets for people who like pets and they show cast showcase what the features of the products it was really good and here down here you can also see that it's very consistent their images are very consistent and the creative for images for graphics are very consistent so that would be a very good example of brands consistence so that's that's one big point that I wanted to go over then our fifth example would be to basically showcase your bullet points and reiterate on them visually this is very important like in this example here this is probably one of the best TBC examples I could find so far you can see that here this Ella has really down to the points bullet points and they are reiterating them through the has been accounted visually like you know that a lot of customers they are kind of like scanning through the page they're not reading it they're skimming through the information and you need to make it easy for them to realize some of the to figure out what are the best product features that you can offer them and a visual content is really helpful because keeps their attention in place so for example they are offering additional pieces of information in the visual content which is usually a lot more digestible for humans than text there's a lot of text a lot of things to read it takes time so what they did here is actually reiterated on the bullet points in the in a different way so they use a different format for the same content but actually did a very good job by you know showcasing these additional features so make sure you do that too and also one big sixth on our last example here and our tip for you would be make sure you address the customer concerns this is also the space for you to address the customer concerns because there are customer concerns and to find some really good ideas to kind of like address what they're what they have doubts about make sure to read your competitors listings and go through specifically the social proof of their there are things such as answered questions and reviews if you see that there is some kind of like functionality of their product that customers are complaining about or something that doesn't exist and you are offering it on the other end then make sure to showcase that because they will remember it when they compare your product to the competitors products and this might end up giving you a win over that sale so make sure you do your research and continuously bright and update your EBC contact your A+ content this is something that's not a one-off it's not something that you can do and it's done it's it's all about continuous testing you can use our best practices the six ones that I've just mentioned and kind of like star off there but you can know only you can know best what works for your product and just kind of like continuously update your ABC content and make sure to test and compare different versions of what works and what doesn't work for your product specifically so when I say addressing customer concerns that would be something like weather products durable or is there a way to how they will implement how they will install the product or there's like a user manual to do it or what kind of material is it's made of whether it's a natural material or something that people might be allergic to or if it's food then if it's safe for some kind of people who are allergic to certain foods and stuff like that this is the list is endless and it really boils down to what your product is so it boils down to well knowing your product and hopefully you have got the whole product design process through and you know what your product unique selling propositions are specifically compared to the competition so this is the part where you kind of like use your space your own space that Amazon is giving you to stand out from the competition so that being said there it seems to me that there is more than enough reasons for you to use EPC content and improve it if you have it and then continuously improve it day after day for all of your products because this is something that will will certainly increase your conversion rates it will certainly provide you more organic ranking for a variety of keywords and it will most certainly strengthen your brand position in Amazon marketplace which is something that's like the end goal because we want to have all those loyal customers much rather than what we want to fight for the new ones continuously so that being said I hope you found a lot of value in this video and that you will apply some of our tips until next week thank you for watching and stay tuned