Product Title Basics
First of all, we will take a closer look at the length of the product title. In Germany, 500 characters are available for the product title on the amazon.de marketplace. This is quite a lot compared to Google and Co, where SEOs are familiar with title lengths of 80 characters. Amazon therefore offers its dealers a lot of space to describe the products in the title as precisely as possible, or to equip them with the right set of keywords.
But be careful! The American marketplace has already seen the first changes in this respect, with the maximum length of the product title being limited to 200 characters. This is not yet the case on the German marketplace, but the past has shown that Amazon likes to test changes first on the American marketplace and then later also on the other marketplaces. For this reason, it is recommended to reduce the title length to 200 characters, as it is to be expected that Amazon will soon punish longer product titles on amazon.de as well.
From Amazon SEO’s point of view it is advisable to use the 200 characters in the best possible way in order to accommodate as many relevant keywords as possible, but it must also be taken into account in the marketing discipline Amazon SEO that we do not only optimize for the algorithm, but to a large extent for the user!
For the user, the best way to optimize his product title is to keep it legible, even though it contains many relevant keywords. This is because the product title is one of the first points of contact with the user, as it is already displayed on the search results page, but not in full length. Amazon cuts off the product title after 120 characters on the search results page. This must be taken into account when creating the title.
In summary, the product title should have a maximum length of 200 characters. These should be used to accommodate the most relevant keywords. It should always be noted that it is ultimately the users who should click on the product and buy it, so please do not simply spamm the keyword, but pay attention to readability.
Another important and often not considered point is the keyword density. Unlike Google, this does not exist on Amazon. A keyword only has to be placed once in the listing, a repetition of the keyword has no influence on the ranking. The most important keywords should be in the product title, but more about this in the course of the article.
Product title structure
Now that we know how many characters are available to us in the product title, that the most important keywords are in the title and that the title should be easy for the user to read, it is now a matter of implementing this background knowledge in a structured way.
Basically, a title should be structured as follows:
Brand & Model | Number of Articles | 2-3 Keywords | Important Properties
Brand | Main term | Advantages | Other search terms | Call to Action
(Real example XXXXX)
Of course, this structure should be used as a guide and not as an obligation. So a strong brand can be a good sales argument and for this reason be mentioned first in the product title. If, however, you are new to the private label topic and have not yet built up a strong brand, it probably makes more sense to place one of the main keywords directly at the beginning.
In the product title it is important to find the balance between keyword coverage, transportation of the USP (Unique Selling Proposition) and a call to action without confusing the user.
Three short tips:
1. Keyword coverage:
As already explained, the most important keywords should be in the title, a repetition of the keywords you should avoid, as well as a confusing overload of the title. So that you can still put as many relevant keywords as possible in the title, you should separate keywords which consist of two compound nouns with a (-). If you put a hyphen between two nouns (e.g. wallpaper) you cover three keywords. In this case it would be: wall, wallpaper and wallpaper.
2. Avoidance of filler words:
Try not to use filler words if possible. However, the legibility of the title must not suffer. By separating keywords, or statements about your product, with a ( | ) in the title, you can omit any filler words without affecting readability. Take another look at the title from my example. You will notice that there are no filler words, but it is still easy to read.
3. Use interference:
Special characters, numbers and capital letters are also called interferers, as they interfere with the reading flow and thus attract the attention of the observer. By using interferers you can kill two birds with one stone. First, you draw the attention of the user to your product and can thus increase the click rate, and second, you save space by replacing the word “and” with the commercial “&”.
Influence of the product title on performance & relevance factors
The performance factors are recorded by Amazon via the metrics: click rate, conversion rate and sales.
(Here to our contributions to the Amazon Ranking Algorithm)
But what does the product title have to do with it? The product title is one of the first information a user sees about a product, as it is already displayed on the search results page. In addition to the product title, the user also sees: the main product image, the price, the ratings, the number of reviews and the delivery (Prime). On the product detail page the main thing is to optimize the click rate and that’s exactly what you can do by optimizing the product title. After the product image, the product title is the most important factor for increasing the click rate.
But not only the performance of the product can be increased by optimizing the title, but also the relevance.
Relevance is determined by the set of keywords with which the product was equipped. The product title in particular is one of the most important places to place keywords. Keywords that appear in the product title are given the highest weight by Amazon.
With regard to the title, the shorter the title, the greater its relevance. Let’s go back to our example with the wallpaper. If I apply the product twice to Amazon and give the first the title “Wall wallpaper” and the second the title “Fine pattern wallpaper | Wall wallpaper | Natural stone look | Grey, silver”, the first product will have a higher relevance in the search query “Wall wallpaper”. Of course, it is not recommended to use only one keyword in the product title, but it is important to understand why pure spamming of keywords is also not effective.
It is much more important to determine the most important / relevant keywords and place them in the product title.
As already mentioned several times, we do not create Amazon products for the Amazon Bot, but for real users, who should become our customers. We have now learned that the product title plays a major role and that we can increase the click rate by optimizing the title. Another little tip: Users often click on products whose title matches the exact wording of their search query.
In summary, the product title is one of the first impressions that a user gets of a product and how do you say so beautifully: “The first impression remains”. So use the chance to be more positive in the search results page than competing products, because only then will users click on your products in the first place.