Marketplaces August 12, 2020
CONTENT OPTIMIZATION ON AMAZON: THIS IS HOW IT WORKS
The key to sustainable Amazon SEO success is content optimization that focuses on the customer. Those who only optimize their product detail pages from the manufacturer’s point of view will never be able to get 100% out of the optimization. Only if Amazon users actually classify a product as relevant to their needs and buy the article, will long-term visibility and sales on Amazon be guaranteed. We will show you how to present your articles customer-oriented on Amazon and which preparations you should make.
CONTENT OPTIMIZATION: WHAT IS IMPORTANT?
A comprehensive examination of the article to be described is the be-all and end-all of a content optimization tailored to customer needs. Because: If you don’t know the product, you will reach your limits when creating content.
The art lies in looking at the articles from the customer’s perspective. Customer interests and opinions as well as purchase intentions come to the fore. We call this process Content Relevance Analysis (CRA).
WHAT IS A CONTENT RELEVANCE ANALYSIS?
A Content Relevance Analysis examines the search and buying behaviour of Amazon users in detail. Both at the product level and across multiple categories. The aim is to understand the customer in their entirety and to provide all the necessary product information to ensure a positive purchase transition.
The content relevance analysis not only supports comprehensive keyword research, but it also forms the basis for success-oriented content creation. Various sources are used during the analysis and include:
- Customer reviews
- Customer questions and answers
- External Websites
1. ANALYSE CUSTOMER REVIEWS
In the first step of the CRA, both positive and negative customer reviews of the Amazon Standard Identification Number (ASIN) are considered and their content analysed.
Note: If the product is not yet listed in the Amazon catalogue, there are no customer ratings or questions and answers about it. In this case, use reviews of comparable products for your analysis.
In the example of the desk lamp, the properties that are regularly reviewed come down to: handling, design, material and exchangeable accessories. Various buyers report that the light is very user-friendly, can be put into operation immediately, looks good and so on. So, you can assume that these are product characteristics which could also be interesting for potential buyers. They should therefore be included in the content if they apply to your own product.
Note: Don’t only analyse the content of the review, but also look at how your customer communicates. Given reviews provide insights into the tone of voice and the needs of your target audience. The prominent placement of product USPs sets the item apart from the competition.
Negative feedback is usually based around incorrect usage by the buyer. This can be avoided if the information that’s often negatively talked about is mentioned in the content. In the example of the lamp, buyers mostly complain about the inferior quality and lack of usability of the lamp. These remarks should be used by suppliers for future product development in order to be able to offer successor products in an optimised way.
In addition to your own ASINs, you should also insert reviews of competitor articles in the content relevance analysis. These can also include comments on product details that are useful for content optimisation. Complaints about the weaknesses of competitor products can be used to counter them with the strengths of one’s own product in the content.
Best Practice: Look at articles within product-relevant categories as well and focus on reviews of best-selling products. Often you will find customer opinions on product features that are essential for the purchase decision. If these also apply to your product, you should consider integrating them into the content.
2. HIGHLIGHT CUSTOMER QUESTIONS AND ANSWERS
Customer questions and answers on the Amazon product detail page are also an important source of information. Amazon users can ask for product features that are crucial to their purchase.
Both the reviews and the customer questions about the desk lamp, the previously mentioned example, show that the length of the cable plays an important role in the purchase process. In addition, there are some questions on the subject of illuminants:
- Can the product also be used for detailed artwork?
- What is the wattage of the bulb?
- Is the light source supplied?
The more precisely these questions are dealt with in the content, the less hesitation potential customers have before making a purchase. For example, you could mention that your customers can replace the light source if necessary and that they can choose their preferred bulb as it fits the requirements. To include a note whether the light source isn’t supplied within the package is also recommended.
Best Practice: Use relevant customer questions to your advantage and make sure you draw attention to them in bullet points or product descriptions. A higher number of inquiries about a specific property should lead to that piece of information being included in the content.
3. INCLUDE EXTERNAL WEBSITES
The last step is about the search for information on other websites which completes the Content Relevance Analysis. Possible sources for your research are:
- The company website
- Other marketplaces
- Online stores
- Specialist forums, blogs and vlogs
All platforms on which buyers express their opinion about a purchased product or are interested in buying, offer important insights into consumer buying behaviour and could be interesting for content optimisation on Amazon.
In the example of the desk lamp, the manufacturer could visit online shops of various furniture stores and search them for comparable products and customer reviews to include in their CRA.
Note: Keep in mind that an Amazon product detail page has less space to store relevant information than a “typical” online shop or marketplace. Title and bullet points are limited to 200 bytes each.
In order to sell a product successfully on Amazon, brand manufacturers must focus on their customers. It doesn’t necessarily matter what the manufacturer considers to be important and worth mentioning and which unique selling proposition he considers to be the main sales argument. Rather, it‘s important to analyse your Amazon target audience in detail, understand their buying behaviour and then create content that can lead to a positive purchase decision. A correctly conducted Content Relevance Analysis provides comprehensive and reliable insights into how customers perceive a product and comparable items. First-hand information about product strengths and weaknesses is also beneficial for the manufacturer’s product management. The consumer is king, learn from their behaviour to tailor your Amazon product page and description to their needs.