Hey there,
Thanks for opening up the Page One newsletter every week!
Want to know a great way to ensure your advertising program will fail? Neglect the quality of your product listings.
Unfortunately, I’ve seen this happen. The best, most carefully thought-out ad strategy is bound to fail if the product detail page is a mess.
Maybe you’re running carefully structured Amazon or Walmart ads optimized for keywords and bids, and you’re seeing plenty of impressions and clicks but few conversions. That means your ads are getting people to your listings but your listings aren’t doing their job of convincing them to buy.
Marketplaces match search queries partially based on relevance. Descriptive, thoughtful keywords in your product listings tell the marketplace what searches to match your products with.
However, don’t just stuff your listing with keywords. You want shoppers to read your listings without struggling to understand what unique value your product has to offer. You have to think of product listings as something that both machines and humans will read.
The humans want to know a lot of things about your product so they can decide to purchase it:
- What are the materials?
- How does it work?
- What are the benefits to the owner?
- How could they use it?
- What would it be like to own this product?
- And so on...
You answer these questions with words in your feature bullets and your product titles and also with pictures. The more you can anticipate the questions and provide the answers the easier you make the shopper’s decision.
So, to recap - include product listing optimization as a piece of the puzzle in your plan to reach page one. This week, take an accounting of your product listings and see if you have any that need fleshing out or polishing up.
You’ve got great products you know can delight shoppers. Make sure you tell them that!
A great place to start is by following these 10 SEO Tricks To Improve Your Amazon and Walmart Sales.
Best,
Sarah
PS. Want more resources to help with product listing pages? We got you:
