We often get calls and emails from sellers who have put great effort in their Product Detail Page, but cannot understand how neither they nor their potential buyers can find the products on the site. It’s very simple – you must help the buyer to find the page. The key to doing this is to think like a buyer. The first step is...Savvy Search Terms!
Creating a Product Detail Page does not end with the image and technical details.You may create a really informative and enticing page, but it will not drive sales if buyers cannot locate it. Making the page searchable is probably one of the most important elements of creating a Product Detail Page on Amazon. It is also one of the most common things that sellers neglect to do.
Entering Search Terms or keywords may seem like a tedious exercise but remember that any effort put into the rest of the page is wasted without them. Some sellers will enter 5 terms only, when they have the opportunity to enter more. Make use of the space you have. You can separate search terms in each line provided using commas followed by spaces. For example:
“Boots, brown, brown boots, shiny”
As the title is already automatically used for helping buyers to find products, you will not need to repeat it or the brand name in the terms. Be sure however that you have a good title including: Brand, Item description; Line; Colour; Size; and Quantity.
What would a buyer enter to find your product? Is there a season or holiday your product relates to? Is one of the words in your title commonly misspelled – e.g. “desert spoon versus dessert spoon”. If so, enter both.
Remember also that entering only one or two words will not be of much use if there are many versions of your product on the catalogue. If I enter “dessert spoon” into the search bar, I currently get about 61 results. If your spoon is silver, and you haven’t entered this term, you could be losing out on a sale. Entering “silver dessert spoon” only returns 2 results! “Brown shoe” – 5,000+ result, “brown patent shoe” – 27! Adjectives as search terms can also add value to your listings. You can test different terms to see what works best to surface your product.
Search Terms can be entered under ‘Your Product Info ‘in ‘Add a Product’, under ‘Classification in Seller Desktop’ and ‘search-terms1 - search-terms5’ in the templates.
Next time, we will look at Browse Nodes, an important partner to Search Terms. Employing both of these techniques will ensure that buyers will find those listings quickly and easily.
Happy Selling :)