Skill: leooooooow/amazon-seo (version 1.1.0)

--- name: Amazon SEO description: Optimize Amazon product listings with keyword-rich titles, bullet points, A+ content strategies, and backend search term placement for better ranking. --- # Amazon SEO Amazon search is a buying engine, not a browsing engine — shoppers arrive with purchase intent and the algorithm rewards listings that convert. Amazon SEO helps you optimize every indexable element of a product listing so it ranks higher in Amazon search results and converts more of the traffic it receives. This covers title structure, bullet point copywriting, backend search term fields, and A+ Content strategy aligned with Amazon's current ranking factors. --- ## Quick Reference | Decision | Strong | Acceptable | Weak | |---|---|---|---| | Title keyword placement | Primary keyword in first 5 words | Primary keyword in first half | Primary keyword buried at end | | Title length | 150-200 chars (at category limit) | 100-150 chars | Under 80 or over limit | | Bullet point structure | Benefit headline + supporting detail | Feature first, benefit second | Pure feature list, no benefits | | Backend search terms | Unique terms not in visible fields | Partial overlap with title | Duplicate terms already in title | | A+ Content approach | Story + comparison + benefits modules | Image + text modules | Mostly lifestyle photos, no copy | | Keyword coverage check | Every target keyword indexed somewhere | 80%+ target keywords placed | No indexing audit done | --- ## Solves This skill addresses these specific problems: 1. **Poor organic rank despite good reviews** — Listing not indexed for target keywords because title and backend fields are underoptimized or missing high-volume terms. 2. **High impressions, low conversions** — Shoppers find the listing but bullet points fail to communicate benefits clearly enough to drive purchase decisions. 3. **Backend search term waste** — 250 bytes filled with duplicates of title keywords instead of net-new long-tail terms, misspellings, and synonyms. 4. **Competitor keyword gaps** — Missing category-specific terms that top-ranking competitors use in their titles and bullets. 5. **A+ Content that doesn't convert** — Module layouts that show lifestyle imagery without reinforcing keywords or answering objections. 6. **Marketplace adaptation errors** — Copying US listing to UK/DE without adjusting for local search behavior, character limits, and regional keyword patterns. 7. **Post-launch stagnation** — ASIN that ranked initially but stopped climbing because no keyword expansion or listing refresh has been done. --- ## Workflow ### Step 1 — Audit the current listing structure Before writing any new copy, document the baseline: - Title: character count, keyword density, brand/generic term placement - Bullets: count keywords present, identify benefit vs. feature ratio - Backend search terms: check for duplicate overlap with visible fields, unused bytes - A+ Content: note modules present, keyword usage, objection coverage Identify gaps between current state and target keyword list. Prioritize fixes by indexing impact (title > bullets > backend > A+). ### Step 2 — Build the keyword placement hierarchy Amazon indexes keywords across fields with different weights. Use this hierarchy: 1. **Product title** — Highest ranking weight. Place primary keyword (highest search volume) in first 5 words. Include 2-3 secondary keywords naturally within 150-200 characters. 2. **Bullet points** — Secondary indexing. Weave target keywords into first 10 words of each bullet. Don't stuff — Google-quality natural sentence quality. 3. **Product description / A+ Content** — Lower ranking weight but supports conversion. Use naturally, not stuffed. 4. **Backend search terms** — Captures terms not practical to place in visible fields: long-tail, misspellings, Spanish equivalents, abbreviations. Max 250 bytes; no commas needed; no repetition of title terms. ### Step 3 — Write the optimized title Title formula by category: ``` [Brand] + [Primary Keyword] + [Key Feature] + [Size/Variant] + [Secondary Keyword] + [Benefit/Use Case] ``` Rules: - Use Amazon's category style guide character limit (typically 150-200 chars) - Capitalize first letter of each major word (title case) - Use numbers where applicable: "32oz" vs "thirty-two ounce" - Avoid promotional language ("Best", "Top Rated", "#1") — Amazon policy violation - No special characters: &, ™, ®, pipes (|) are allowed; HTML tags are not **Title quality check:** Read aloud. If it sounds like a robot wrote it, rewrite until natural. ### Step 4 — Write five optimized bullet points Each bullet structure: ``` ALL CAPS BENEFIT HEADLINE — Sentence explaining the feature, how it works, and what problem it solves for the customer. ``` Allocation across 5 bullets: - Bullet 1: Primary value proposition / hero feature - Bullet 2: Key technical spec that drives purchase decision - Bullet 3: Compatibility, fit, or versatility - Bullet 4: Quality, materials, safety, or certifications - Bullet 5: Warranty, customer support, or risk-reversal Keyword placement: Include target keywords in the first 10 words of bullets 1, 2, and 3 at minimum. Bullets 4 and 5 can prioritize conversion over keyword density. ### Step 5 — Build the backend search term strategy Backend optimization rules: - **No commas** — Amazon's search term field is space-separated; commas waste bytes - **No duplicate terms** from title, bullets, or description — they're already indexed there - **Include:** common misspellings, plural variations not already covered, Spanish/multilingual variants (for US marketplace), abbreviations, and long-tail 3-4 word phrases - **Avoid:** competitor brand names, Amazon's own brand names, claims ("best", "cheapest"), ASINs 250-byte strategy: - Allocate ~100 bytes to long-tail keyword phrases (3+ word combos not feasible in title) - Allocate ~80 bytes to misspellings and spelling variants - Allocate ~70 bytes to Spanish equivalents and multilingual terms ### Step 6 — Plan the A+ Content modules For brand-registered sellers, A+ Content improves conversion by 3-10% when built strategically. Recommended 5-module structure: 1. **Hero module (Full-width image + headline):** Brand story + primary benefit statement 2. **Feature comparison module:** Product vs. competitor or product vs. older version — highlight 3-5 differentiators 3. **Lifestyle + callout module:** Real-use scenario with keyword-rich callout text 4. **Technical specification module:** Dimensions, materials, certifications in visual grid format 5. **FAQ / objection module:** Address the 3-4 most common hesitations (from review analysis and Q&A section) ### Step 7 — Build the indexing audit checklist Create a simple matrix: - Column 1: Each target keyword - Column 2: Where it appears (title, bullet 1-5, backend, A+) - Column 3: Indexed? (Yes/No — verify via search or keyword tracker) Any keyword not confirmed indexed after listing goes live → add to backend search terms or restructure a bullet to include it. --- ## Worked Examples ### Example 1 — New Listing for Kitchen Product **Inputs:** - Product: Silicone Baking Mat Set (2-pack, non-stick, dishwasher-safe, fits half-sheet pans) - Primary keyword: "silicone baking mat" - Secondary keywords: "non stick baking mat", "reusable baking sheet liner", "silicone pastry mat" - Category: Home & Kitchen > Bakeware - Character limit: 200 chars **Optimized title (187 chars):** ``` Silicone Baking Mat Set of 2 – Non-Stick Reusable Baking Sheet Liner for Half Sheet Pans – BPA-Free, Dishwasher Safe Silicone Pastry Mat for Cookies, Bread ``` **Bullet 1:** ``` NON-STICK BAKING PERFORMANCE YOU CAN TRUST — Our silicone baking mat creates a perfectly non-stick surface that releases cookies, pastries, and bread without greasing or parchment paper every time. ``` **Backend search terms (247 bytes):** ``` silicone mat oven baking liner half pan sheet pastry rolling bread cookie non stick reusable ecofriendly silcone baking mat silicone pastri mat nonstick oven mat cocina silicona hornear alfombra ``` **What changed from a weak listing:** - Primary keyword moved from position 9 in title to position 1-2 - Backend cleared of title duplicates; added Spanish equivalents and misspelling "silcone"/"pastri" - Bullets restructured from pure feature list to benefit + feature format --- ### Example 2 — Existing Listing Audit and Refresh **Inputs:** - Product: Bamboo Cutting Board with Juice Groove, ASIN B08ZZZ999 - Current organic rank: page 3 for "bamboo cutting board" - Target: page 1 within 60 days - Competitor gap identified: missing "extra large cutting board" (22K monthly searches) **Audit findings:** - Title: 89 chars (well under 200 limit — wasting indexing space) - Backend: 187 bytes used, but 60 bytes are duplicates of title terms - Bullets: All five start with features ("Made from organic bamboo..."), no benefit headlines - Missing keyword: "extra large cutting board" not in title, bullets, or backend **Optimized title (194 chars):** ``` Bamboo Cutting Board with Juice Groove – Extra Large 18x12 Inch Wooden Cutting Board for Kitchen – Organic Bamboo, Non-Slip Feet, Dishwasher Safe Handle ``` **Backend refresh:** - Removed: 7 duplicates of "bamboo cutting board" already in title - Added: "large charcuterie board", "wood chopping block", "tabla de cortar bamboo", "banboo cutting bord" (misspelling), "BBQ prep board" - Net gain: 84 additional bytes of unique indexing coverage **Result forecast:** Adding "extra large cutting board" to title position 7-8 and freeing 84 backend bytes for long-tail terms is projected to add 3-5 indexed keyword clusters within 2 weeks. --- ## Common Mistakes 1. **Stuffing the title past readability** — Cramming keywords until the title makes no sense to a human. Amazon shoppers read titles; unreadable titles hurt CTR even if they rank. 2. **Duplicating backend terms from the title** — Every byte spent on a term already in the title is wasted. Backend's only job is to capture terms that can't fit in visible fields. 3. **Starting bullets with brand name** — "BrandName non-stick pan..." wastes the highest-weight part of each bullet. Lead with the benefit or keyword. 4. **Using prohibited terms in title** — Words like "Best", "#1 Seller", "Amazon's Choice" violate Amazon's style guide and can trigger listing suppression. 5. **Ignoring character limits by category** — Home & Kitchen titles have different limits than Electronics. Copying a template across categories creates compliance issues. 6. **Treating A+ Content as optional** — Brand-registered sellers who skip A+ Content leave a 3-10% conversion improvement on the table. Every brand should have it. 7. **No indexing verification** — Writing optimized copy but never checking whether target keywords are actually indexed. Use search-bar checks or Brand Analytics to confirm. 8. **Translating rather than localizing** — For UK/DE listings, direct translation of US keywords misses regional search behavior. "Torch" not "flashlight" in UK; different volume leaders in DE. 9. **Forgetting Spanish keywords for US listings** — Hispanic shoppers search in Spanish on Amazon.com. Backend search terms have space for Spanish equivalents that most competitors miss. 10. **Treating the listing as permanent** — A9/A10 algorithm weights shift, search behavior evolves, and competitors update their listings. Refresh listings quarterly at minimum. --- ## Resources - `references/output-template.md` — Structured listing optimization output format - `references/title-formula-guide.md` — Title structures by Amazon category - `references/backend-keyword-strategy.md` — Backend search term optimization playbook - `assets/seo-quality-checklist.md` — Pre-publish and quarterly audit checklist


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