Have You Discovered this Surprising SEO Blind Spot in Your Amazon Listings?

We all know the TITLE is crucial for your listing. Not only does it tell the algo who you are and what you MUST be found for, but it gives shoppers the REASON to click. We ALL know this.

But there’s one section of your product description that you may be ignoring! In fact, I guarantee a huge number of you have just left it hanging without any thought to its power. Do you know how I know this? Because I check your live listings!

I’m talking about your PLAIN DESCRIPTION section!

I recently received an email from Britton at Perci.AI It reads:

When it comes to SEO optimization, most Amazon sellers focus on two things: title and bullets.

Our user data shows they're doing it all wrong.

It turns out, the data shows that the single biggest factor in increasing your ranking is your product description field

Yeah, we never would have guessed that either.

Being the word nerd that I am, I had to know more. So I emailed him back to clarify.

  • Did he mean that the plain description section OUTWEIGHS the bullets and backend?

  • Or, was he simply stating that you’re missing out on keyword space if you don’t use the plain description.

Well, turns out he meant that it can OUTWEIGH the rest!

Holy Cow!

Here’s his personal reply to me.

This was a big customer of ours who did a study across their listings to try to see behind the curtain of Amazon's ranking system. They found optimizing the product description field did more to improve their traffic than optimizing their titles.

Wow. Wow. Wow.

However, I’m not totally surprised, I’ve been maxing out your plain descriptions with killer SEO for 9 years! And it shows…

“Stacey rewrote most of our existing copy, adding more visibility to our indexing, and boosting our rankings. She increased conversions on most products and helped our brand succeed better as a whole, on Amazon. We were able to launch all new items, branch into new categories, (including exclusive Disney license) and of course it was Stacey we turned to for all the copy” - Joel (COO and Founder of JoyJolt)

and

“… The copywriting triggers somehow amazon algorithm and the products get indexed super fast - my last product got to position 2 and position 3 for my 2 main keyword in less than 10 days!“ Zhecho, Mavoro.

See more Testimonials Here

And without any more dicking around, let’s optimize!

Here are your 5 Best Practices to boost your Plain Description in time for Prime Day.

  1. If you’re currently not using the plain description, do it now! You have 2000 characters available to add more keywords in PHRASE form. This boosts indexing more effectively than solo keywords.

  2. Don’t keyword stuff. Your plain description still needs to be readable and deliver a punchy sales message. We want to convert, right?

  3. If you’re using A+ Premium Content, keep your Plain Description to 600 chars without any <br> formatting. This section shows up under your Premium A+ and needs to be a short, punchy sales pitch WITH as much SEO as you can use.

  4. If you’re not brand registered you need to create a 2000 character plain description that SELLS your product. You need to format this section so it’s easy to read. 2000 characters of run-on text is a nightmare for readability.

  5. If you are using REGULAR A+ Content, your plain description will be hidden. So make sure you use ALL 2000 characters as you would in #4 mentioned above.

BONUS TIP

  • As well as adding different SEO into your Plain Description, you should also repeat your main keywords from your title. These keywords may not be the highest volume, but they should be ones that you KNOW you can make sales from. You NEED to be seen for the keywords that convert for you. Having them once is a weak signal to Amazon. Repeating them creates a stronger signal.

And finally. Here’s what I noticed from reading tens of thousands of product descriptions by other Sellers.

I always wondered how the WORST listings made great sales. And now it kinda makes sense. I used to laugh at the poorly written plain description sections, stuffed full of keywords that were completely unreadable.

But they’re making tons of sales… so there really is something to be said about the Plain Description being an SEO goldmine. But I beg YOU, don’t you keyword stuff yours. Make it readable and make it a sales pitch that SELLS your product.

And, if you’re currently not using the plain description, do it now. You have 2000 characters available to add more keywords in PHRASE form. This boosts indexing.

I literally just created a listing with 144 keywords in PHRASE FORM this morning. And I haven’t even written the A+ yet. Boom!

Get a Better Product Description

If you need my help creating a Product Description

Contact Me Here


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