Amazon Product Listing Optimization - Product Titles

hi everyone this is Jelena from Amazonia PPC thank you for watching today's video and today's video we're going to explain everything about the product titles on Amazon why are they so important how can you make them work for your brand awareness raise your brand awareness on Amazon and exactly what are the best practices some of them that we have discovered in our work with our clients so we wanted to share the wisdom over to you make sure you stick till the end of this video because there's going to be a lot of value shared today basically the product title is why are they so important everyone's been talking about them and we received a lot of questions from my clients how can they optimize them and why do they need to do this and basically when you scroll to the search results page like you're like I'm doing right now you will notice that there's a there are four common elements that appear on each of these results here on the page which is product image the price the reviews and the product title so when it comes to these four elements that are common for every results on the page product title is the one that's the easiest one to change 100% in your control when it comes to the price like for example the price you have to adapt to the benchmark or you know compared to the competition would be similar to their versus versus their prices and you have to adjust the price according to the features of the product and the problems that it solves and like you don't have 100% control over it because it will have really really big impact on the ranking so you don't you can't like just like that change it when it comes to the product reviews then you have to just have a long-term strategy and like apply it over time and then wait for it and continuously work on it and then expect results months after you have done the appropriate action when it counts do the product images then you had to call fit photographer schedule you know a session and then pay a lot of money get that changed but when it comes to product title optimization this is one part it's really easy to change so you should definitely look more into optimizing it especially because that's the one that's 100% in your control so make sure you do that today right after the right after this video in order for you to do it right then you should be following so the best practices that we'll share later on in this video so when it comes to product titles and these four elements in general you should really focus on all of them actually because these are the main drivers of traffic to your listing so once there is a some relevant traffic that you are listing has showed up four then basically you need to make sure that you will ensure the maximize the clicks the the click-through rates through to your listing and everything that happens after that click is dependent all the rest of the product listing optimization how you optimize the rest of your listing but when it comes to product titles then this is the part that's really in charge of ensuring that one click that will drive that initial interest to your list so make sure that you do this today what are the main items that you should think look for in a very well optimized style I have separated this one one listing that I thought was really good to show you as an example of a good product title basically when it comes to product titles there are three things that you can use in your listing that you should use in the title which is your brand name as the first thing the second thing would be the core keywords and the third thing would be modifier key words so I'm going to explain a little bit more detail each one of these so you can understand what the ideal structure of a product title is so the first part being any product brand name which is in this case we have a brand called Melonie that sells bed sheets and bed sheet sets in this case this is the bed sheet set and the brand name is melanie as you can see the seller use Brande a brand name at the beginning of their product title and they have a very good reason for it before you consider doing this in your own product aisle you should really understand whether there is a search wall for your brand name in some of the tools like you were told such as martin peretz he lifts and try any of these tools to see if there is some kind of search volume attached to your brand name if there is then it would make perfect sense for you to place it at the beginning of the product title simply because it will generate a lot more interest in front of customers who have typed in your name they're obviously looking for your brand they're looking for your products on Amazon so you have to make sure that you appear every single time that they are searching for you so this is the main reason why we advise using brand names at the beginning of product titles that being said you have to understand whether it truly applies to you if there is no search volume attached to the brand name your new brand newly you know established looking for brand presence to expand your reach in your target markets then you should really double check whether there is where it makes sense to use this brand name in your product titles or it doesn't because if you don't have a lot of search volume attached to your brand then the likelihood of this being useful to you is very very small you'd have only up to 200 characters for the limit as a limit for product titles Amazon has only limited it to 200 characters and there is even less for some categories so you should really make sure that you use every single space that you are given every single character you're given and make it worthwhile so if you don't have like a strong brand presence then use this space instead if your name put something some relevant quirky word in there to make sure that it's going to help you rank for the most important keywords and then whilst when it builds your breath or longer the world then you can ensure that you can surely put it in there so make sure that it does apply that's the first row second row would be using quirky words in your product title core key words are highly relevant keywords that also have a lot of search volume so these are like for example if a product is a bad sheet then a keyword such as bed sheet said would be 100% court relevant keyword as you can see there Amazon choice Amazon choice for the bed sheets phrase which means they are very highly relevant for this type of keyword and this only explains why they're using this phrase bed sheet bed sheets in their product title so right next to your brand name make sure you choose at least you should choose like a couple of keywords that are that you can say they're 100% relevant for your product like for example four or five variations out of these four or five choose one and use it in the product title right next to your brand what you will achieve but this is to get rank for that one core keyword that will be your most important keyword that 100% describes what the product is and then put all the rest like either the bullet points in the product description and the back end search terms there is a lot of plenty space for you to organize where you will put the rest of the keywords especially the synonyms if there's a synonym to what your core keyword is then be sure to use it in the back end or such them because you obviously want to get rank for it too but what you shouldn't do is over stuff your product title with keywords because that gets penalized by penalized by Amazon don't do that so once you have chosen what your core keywords are and you have a strong understanding that that this these keywords are generating a lot of search volume then what you should add next to your next year quark your are modifier words five words are all kinds of words that are descriptive about the product they should tell a little bit more and describe what the product is what I products unique selling propositions the features and benefits of using this product and something that will help you stand out from the competition if we look at brand name and/or keywords these first two elements they are in charge of getting your product listing rank getting it out there on the search results page but when it comes to the third element the modifier words they're there to help your listing get that initial one click they're here to help you you know once that your product already is in that search results page to drive attention and to get that initial click so this third part like as you can see this seller actually did a pretty good job here they mentioned that this is a brushed microfiber bedding that this is stain resistant hypoallergenic 4-piece it's a queen sized bed sheet it's white color so they're using all of these descriptive elements if you have you know for example a product that has some special ingredient then you can add this as you know it's a key word there's a modified word or if there is a certain size like like the mentioned here this is the size and this is the collar there are four pieces in it so any kind of descriptive text about your product that will additionally help you stand out from the competition we being considered a modifier word and this is not something that necessarily has to have a lot of search volume simply because you're choosing high search volume keywords for the first two elements which is brand and your brand name and the core keyword and then you have all the rest these modified words that help you you know actually generate the click it's not their main purpose to drive your listing fire to rank it higher because the first two parts of the product aisle are actually doing this so make sure you focus on what can actually bring you this thing bring the the initial click to your listing you only have let's say up to 70 characters of visibility I know you I mentioned there are 200 characters but a lot of users there's like 70% of Amazon users that are preferably using mobile devices so make sure that you optimize for mobile and the the first 70 characters say it all if possible because that's all they can see when they're scrolling down on their mobile devices so make sure you optimize it for mobile like for example this seller here in this page they have 60,000 customer reviews I'm pretty sure that they have tested it all day they know they continuously cast and this is the result of their continuous tests this kind of product title is 100% optimized this is how it looks like and you can see it it's not like stopped with your keywords I don't think that even 200 characters are being used here at all because they don't need it they probably tested it out so that's another key takeaway that I wanted to share with you today if possible make sure to test and continuously test not only your product titles but also everything else especially the images they're very sensitive to testing so since the focus of this video today is product titles I'm going to talk to you about product title testing if you are a brand that doesn't yet has so much sales velocity like this these guys over here and you are much slowly or collecting data and you need more time to come to certain conclusions with a and B testing there's this really cool tool called pick up view and they are practically helping you to do ad copy not just our copy but all kinds of split testing for marketing purposes and they for example you can give your audience two choices whether they like the first for a title or they like that the second one better and they will choose that usually if you do this really fast get that feedback information and this is something we use a lot in our practice every day because it helps us understand especially for bigger brands what it is that the kind of copy that you should use or whether this image it works better than the other one and this tool is really great especially for brands that have a very well-defined niche simply because then you can like segment audience by certain factors and then filter out the ones that you don't want opinion from just focus on the ones that actually you really care about so there is a lot of useful features definitely check it out and if you are a bigger brand like this one then you maybe you won't need that kind of additional tool simply because you can test it live and you can quickly collect more and more information for yourself but in any case when it comes not only to product titles but to everything related to product listing optimization it's all about testing it's all about continuously testing out what works best because the market is a live thing and it changes a lot so you have to keep up with with all these changes and stay up to date and continuously change and be adaptive so these are the brands that survive longest are not the ones that have just one thing all together they work all together they are made continuously and they change they adapt according to the market which is the secret their success so continuous split testing would be something to think about so let me just quickly go back to the character limitation I measured that there is 200 character limitations that Amazon has recently changed this summer some of the categories have even less characters to work with so we're going to attach to the product this to the video description we are going to attach a to Amazon's we're going to attach the link to Amazon's basic rules for category guidelines so make sure the to check it out and read from the right source if you need it thank you for watching this video hopefully it was very useful and stay tuned we'll record the whole series of product listing optimization videos each one of these videos will have its own specific purpose and in details explain every part so the next part will be either product images there are bullet points we'll just really focus on one topic at a time and hopefully provides a lot of value to the to our viewers talk to you next Tuesday bye bye