Optimization of Title, Bullets, & Description
Who Is This For : This SOP is for individuals who want to optimize the title, bullet points, and description of their product listings on Amazon.
Objective: This SOP provides guidelines and best practices for optimizing the title, bullet points, & description for Amazon listings while adhering to Amazon's terms and conditions.
Optimization Process
How to Optimize
Load up to 1,000 lines of the Master Keyword List (MKL) into Scribbles. More does not mean better, so we want only writable and relevant SEO (should be mostly free of claims and brand names).
Copy and paste the current title, bullets, and descriptions content or draft into Scribbles. If you used ChatGPT to generate the copy, you may copy-paste the title, bullet points, and description onto Scribbles to see what other keywords can be integrated into the copy.
Use the boxes on the right side (on Scribbles) to rewrite their content with optimization, following the MAG guidelines below.
Optimizing Titles
Title Outline
The title is one of the most critical aspects of the SEO experience on Amazon. The title is the most customer-visible aspect of the listing (conversion). It also ranks among the highest (if not the highest) in the Amazon algorithm for SEO indexing and ranking. Having a well-optimized and compliant title is imperative for success on Amazon.
Title Optimization Dos
Titles are generally up to 200 characters, but they must follow the recommended length of your product category characters, including spaces.
Titles may start with the brand name for brand awareness, followed by specific identification of the type of product, followed by a “dash” (-).
Every phrase of product-identifying information must be specific to the product and include organic SEO that ranks high on the Master Keyword List (MKL), separated by a comma or dash.
Use each space effectively. Abbreviate measurements, such as "cm", "oz", "in", and "kg".
Capitalize the first letter of each word except for prepositions (in, on, over, with), conjunctions (and, or, for), or articles (the, a, an).
End the title with the variation, such as the size or color of that ASIN.
Title Optimization Don’ts
Avoid using filler words such as “and” or “the” unless it is part of a key phrase. Instead, use shorter versions such as a number or the “&” symbol.
Avoid using ALL CAPS unless requested by the client or if it is the brand name.
Avoid using dashes after the product name. Use a comma instead because every space counts in SEO.
Avoid dashes as Grammarly suggests and follow exact SEO terms from the Master Keyword List (MKL) .
Do not use competitor brand names, trademarked or copyrighted terms, gifting terms, warranties, bonus or free, or anything else prohibited by Amazon terms and conditions.
Do not plagiarize other listings.
Do not use promotional phrases, such as "free shipping" or "100% quality guaranteed".
Do not include characters for decoration, such as ~ ! * $? _ ~ { } # < > | * ; ^ ¬ ¦
Do not use subjective commentary, such as "Hot Item" or "Best Seller."
Sample of an Optimized Title:
Optimizing Bullets
Bullets Outline
Bullet points should address the customer’s need for the product, such as “What problems does this product solve?”, “Who is this product designed for?”, “How can we remove fears/worries with this product?”.
Bullets Optimization Dos
Follow the outline of the current bullets.
If the current information is short, duplicated, or incoherent, reformulate each bullet with its own thought process.
The beginning of each bullet should have a headliner. This will be a brief 2-5 word summary of what is covered in that bullet. You can use all caps to stand out and the & symbol to simplify. This is the part most customers will read, even if they don’t read the rest. Make it count!
The headliner should be followed by a dash (-) or colon (:). No odd characters, symbols, or emojis are allowed.
Identify words or phrases that are prohibited on Amazon and rewrite them without claims.
Identify words in the MKL that are relevant to the current words in the copy.
Rewrite those sentences, replacing those words with keywords and phrases.
Incorporate as many SEO and long-tail keywords as possible and maintain the flow of the bullet point.
Keep the SEO added in each bullet relevant to the headliner and sentence.
Bullet points should comprise 200-300 characters, not exceeding 500. (Unless it is restricted by category, which will be mentioned in the Notes tab)
Follow the current writing style.
Readability is more important than SEO.
Ensure product details, including dimensions, compatibility, and uses, are specific and correct.
Sentences should be clear, short, and to the point.
Bullets Optimization Don’ts
Avoid generalization words such as “this product” or “the item” as they are impersonal.
Avoid starting sentences with words such as “This” Try using “Our” instead.
Avoid making a sales pitch.
Avoid symbols and abbreviations.
Do not remove original content unless it breaks Amazon policies. You are optimizing it, not changing it.
Do not use odd characters ($, #, trademark symbols ⓒ™ ℗, etc.)
Do not use website links (including links leading to other Amazon websites)
Do not use written-out numbers unless two numbers are in a row.
For example Two 12 ounce containers
Do not quote outside sources, including customer reviews.
Do not do a call-to-action or make the reader feel bad about themselves.
Do not use prohibited words or phrases.
SEO SOP: Prohibited Amazon Terms & Phrases
Prohibited & Restricted Keywords for Amazon Copy and Search Terms (Words You Can't Use)
Sample of Optimized Bullets Points
Optimizing Description
Description Outline
Optimizing your product description is the last part of Amazon listing optimization. This is the opportunity to tell your customers the selling points of your product.
If the listing has a current description, optimize, and build off of it just as was done with the bullets.
If the listing does not have a current description, write one following the guidelines below.
Description Optimization Dos
Summarize the product in short but clear sentences.
Stay within the 2,000-character limit
Highlight the features of your product and factual information
Include long compatibility lists
Elaborate on important details such as the “how-to’s”, “to-do’s”, and “don’t.”
Convince your potential buyers of how your product can make a difference in their daily lives
Discuss why your product beats your competitors without identifying competitors.
Ensure that you focus on your grammar rather than using as many keywords as you can. Remember, quality trumps quantity.
Even if the A+ Content covers the description, remember Google still crawls these, so be informative!
Description Optimization Don’ts
Stuffing keywords
Using special characters or HTML tags
Including promotional information
Using terms like “guaranteed,” “discount,” or “great value”
Website links, customer reviews, prohibited keywords, and claims you cannot prove
Sample of Optimized Description
Reviewing Your Work
Ensure the Master Keyword List (MKL) used is relevant and appropriate to the listings being optimized. There should be 1 MKL per parentage / similar products.
Avoid merging sentences. Keep each sentence short and to the point.
Avoid adding words over 3 syllables unless working with scientific terms or part names.
Avoid adding your personal touch or personality to the writing.
Do a Grammarly check and review your current writing for any spelling and grammatical errors. Analyze each suggestion; AI does not always know best. Read it as you check Grammarly to make sure it flows correctly.
Before uploading or implementing any changes, it is important to communicate, and get client’s approval first. Include the approval proof (screenshot or fireflies call link) as Task Details or as a Comment.
