– What’s happening guys, my names Dan Rodgers and I’m a coach with Just One Dime, and today I have probably oneof the most valuable videos you’re gonna watch on thetopic of FBA on YouTube, in my opinion.
This is something the teamand I collaborated on, and you’re gonna getit for absolutely free, just for being a subscriber here.
You pour hours, weeks, sometimes months into product research.
You pour hundreds, if not thousands, if not 10s of thousandsof dollars into inventory.
A critical aspect though, is your listing.
That’s what’s gonna actuallyend up driving sales, selling that product you’vespent all these hours and tons of money on, andso listing optimization is what we’re gonna be focusing on today.
Go through this with me, we’re gonna make the document downloadable in the description below.
Download it there, go through this with me as I explain it on screen here.
So let’s get going.
So how to create an irresistible listing.
Well this is your guide.
This is gonna help youcreate a powerful listing.
It’s also giving you tipsfor enhanced brand content, and something to note.
The pink brackets or writingas the sentence is written in, they represent practical examples.
It’s really importantbecause that helps you actually understand the theoryand how it’s gonna relate to whatever product you are busy doing.
So the index here, you can see we’re gonna go throughgathering market intelligence, collecting organizing your keywords, understanding the initial listing, okay.
‘Cause there’s a very big difference between initial and final listing.
Then we’re gonna utilizeimportant listing hacks which you probably havea lot of questions on.
Writing your title, creating the bullets, creating the description, and then optimizing the backend keywords as well.
So first off customer personas.
Who is your ideal customer? And this is absolutely crucial.
Who are you selling to? What are they going touse the product for? I’ll give you a great examplewhere this is often missed.
Your product can actually be used by multiple marketsegments or different users for different purposes.
You have to ensure yourlisting and its images emphasize each of thoseuse cases not just one, because otherwise you’relimiting your market.
When someone comes onto your listing, they want to feel trust thatthey should purchase yours, that you’re helpingthem make the decision.
How do you do that? By showing them exactlyhow the product can be used for what they want to use the product for.
Can see here we have middle-class, married woman with kids, between the ages of 30 and 60.
Now you notice there’s three points here, because you may actuallyhave three segments.
Take your time, outline this.
Might seem like all fairy dust, this is absolutely crucial in how you’re gonna write the copy and what you’re actually gonna convey.
These are the people who youwant to buy your product.
These are the people whoare gonna bring you sales.
You need to know who they are.
Secondly, strongest selling points.
So what did customers talk about, again and again in reviews? While you’re doing yourresearch on your competitors, what is being mentioned in those reviews? You want to retain and emphasizethe most loved attributes.
For example, maybe if you’redoing a stainless steel chef knife set.
Maybe it was sharpness and durability or the ease of cleaning those products.
What metals they’re madeout of etc, list them here.
The top three that are mentionedmost often in the reviews, these are features you wantto retain or expand on.
Thirdly here, the biggest doubts.
So what holds customers backfrom buying your product? We must overcome thesewith our copy and images to make the sale.
For example, maybe it waspricing or durability, or performance size, color, aesthetics, et cetera, list them here.
Again this is gonna comefrom your reviews, in part, your one and two star reviews but also why they don’t buy a product.
What do they worry aboutbefore buying that product? They’re looking, “Am I gonnahave this cognitive dissonance “after I purchase and feellike I made a mistake?” What are those things with your product? List them here.
Fourth, weaknesses with your product.
Nothing is perfect.
Being honest with customers about problems and positioning themas small inconveniences while providing solutions in your copy is going to add credibility.
Why isn’t your product perfect? Maybe it’s something you just cannot fix or it’s something people need to practice before they become a master at it.
Maybe it’s somethingwhere a quick solution or kind of life hack improves that problem or nullifies that problem.
For example here it couldtake time to master.
Just positioning that so.
“Okay, I’m already aware of that, “they told me this was going to happen.
” Rather than, “I thoughtthis would work instantly, ” because you as the sellerhave not positioned that.
Also important, try and get three here.
And onto keyword compiling.
So what you want to do is getall your keywords together in either an Excel or Numberssheet from all the tools that you use, it could be any of these.
We’re not suggesting a specific one, each to their own on this, it’s your preference.
But remember, it’s veryimportant to also include your common misspellings.
I cannot tell you how manytimes I’ve seen sellers not include misspellings, people often misspell product names, but they’re still lookingto buy that product.
You have to have thosemisspellings available, ’cause we want to putthem onto our listing.
So let’s say at this point you’ve done your keyword research, you’ve pulled them all into one document.
Now what you want to do is youwant to order those keywords in terms of search volume, but they have to be relevant keywords.
In the end what you’re looking for is your most relevant highestsearch volume keywords, at the top.
This way, it’s very easy.
We know these are ourmost important keywords.
We know on the listinggenerally the higher up on the listing a keyword goes, the more important it is, the more indexing we get.
This way we can go throughour Excel or Numbers and put in the very top termsat the top of the listing, title, bullets etc.
So highest search volume, mostrelevant keywords at the top.
Put another way, your mostpopular relevant keywords at the top, moving downto less and less popular.
So what is keyword indexing? It generally followsthat the more important a keyword is, it should be placed higher up on the listing.
And that is because the higher up on a listing a keyword shows, generally, for example in the title is the highest, the more indexing it is going to get.
Indexing means Amazon’s little robots pick up that keyword andthey’re gonna give it more prominence if it’shigher up on their listing.
They pick it up and they say, Hey, this listing represents this keyword.
If a customer comes to oursite and types that in, this could be a reallygood option for them, ’cause it’s relevant, here is the keyword.
So that’s what indexing is.
It’s a little robots justchecking what keywords on that listing and, “Okay when a user comes and types something in similar to that, we’re gonna show upthis listing somewhere.
” The better you index for a keyword, the higher up on searchresults you’re gonna show.
It’s not the only factor, youalso have to consider sales and sales velocity, that alsomakes you show up higher.
But that is keyword ranking, which is different to indexing.
When we talk about indexing, it’s about those robots just picking up thatyou have that keyword.
So with that said, in order of importance, here’s where you want to place keywords.
Number one, in the title.
Secondly, in the first bullet point.
Thirdly, in your subsequent bullet points.
Fourth, first keywords inthese search terms area on the backend.
And fifth, in the descriptionand then the other backend search terms.
Now there are certain characterlimits on certain sections that we’ve outlined here.
But in general, try and maximize them because you’re gonna getway more keywords in there.
Don’t keyword stuff, you’re gonna learn in this how to keyword hinge and make it readable.
But you do want to maximizeyour listings index ability, if you will, by making sureusing all these sections and getting your keywords on there.
And here on each page youalso have a cool note section.
So what are power keywords? Put simply, they are theones at the top of your list.
They are the highest search volume, most relevant keywords to your listing.
But it’s an importantconcept because as sellers sometimes what we do is we think, “Oh, if I just have thousands of keywords “that way I’m gonna do well.
” That’s actually not the case.
People generally use five, maybe 10 terms to find a product on average.
They generally use the same ones.
And your power keywords aregoing to be those keywords.
So to find these what you want to do, look at your keyword researchand find those that one, appear frequently, haveimpressive search volumes and directly refer to your product.
They’re often also foundin your competitor titles, that will confirm these, and they’re once you generally assume people just use to find that product.
These can be short-tail like chef knife, mid-tail like Japanese chef knife or long-tail likestainless steel chef knife.
All of those are actuallygonna be typed in a lot to find a stainless steelJapanese chef knife.
As long as they have a high search volume and they are popular andrelevant to your product, you are going to list them here.
Okay, so you’re lookingfor the most popular, relevant search terms foryour product, one to 10.
These are absolutely critical.
Not only for your listing now, but also for later PPC advertising.
The initial listing.
So this worksheet helps youcreate your final listing for marketing and keywordindexing purposes.
But to avoid confusion, this is really important.
We are going to touch on something called the initial listing, andalso something called the final listing.
And both are different.
They are the same listing, butthey just happen in sequence, initial listing, and then final listing.
The initial listing isa bare bones listing.
It’s like a skeleton listing.
And it’s simply createdearly to avoid hiccups.
You will list early to ensure you discover any hazmat reviews or anyproduct or category restrictions.
The most surefire way tofigure out if you’re gonna get hazmat review or you’reselling a restricted product which needs approval is to list it early.
And why this is so critical, think about it like this, you’re manufacturing your product.
Now if you create thelisting at the last minute and then you figure out, “Oh, I have hazmat review, ” and that hazmat reviewends up taking three weeks.
What are you gonna do while you know that inventory’s kindof stuck in the pipeline at Amazon’s warehouse? Rather do this early, for example, when you begin manufacturing, because now you stillgot let’s say six weeks, two months, maybe even longer before your inventory’s evergonna be held up in a pipeline, you’ve got time to justclear those issues.
Now when you do list early, you only want to fill outcertain parts of the listing, as follows.
Number one, a short title.
This can also be a fiveword canonical title, which means a five word canonical URL, which we will go into.
Secondly, the price.
Go higher, rather than lower, because lowering the pricelater is easier than raising it.
Okay, if you raise prices too quickly, you’re probably gonna lose the buy box.
So never do that, justin general never do that.
Always make price adjustmentsincrementally and over time.
Thirdly, you’re going to add one image.
It can be a stand in image for now but it has to have a white background.
Fourth, one simple bullet point.
Avoid using any dangerouskeywords at this time.
For example, the word sharpmight be a dangerous keyword.
Fifth, a simple content list or technical specification list, tech spec in the description area.
Canonical URLs, this is a big question.
You may also choose tocreate a canonical URL, and this enables you to choose keywords that are indexed by Google, not Amazon.
In order to make yourlisting rank for these in Google search.
So when someone just goes on Google, and they type in colorful sunglasses.
If you set up your canonical URL in a way that’s gonna be pickedup for that by Google, then the Amazon resultfor colorful sunglasses may well be your product.
So what you’re trying to dois make sure that when Google shows the Amazon result for that product, that link goes directly to your product.
That’s your aim here, very important to know.
This can only be done onceand then it can never, ever be changed.
Do this by using your top five keywords or keyword string or hinged keyword, that’s really important to you as your title, when firstpublishing the listing.
Only that, only those words, because it’s going to force Amazon to use that as your canonical URL.
This is why we speakof the initial listing.
This is your initial listings title.
For example here, wecould use stainless steel Japanese chef knife, thatcould be quite a good string.
Additionally, if you want to check out the keywordsearch volume on that, because a string thatdoes have search volume is obviously superior.
So if users are going to Googletyping in that exact thing, then that’s more volumetowards that link from Google, of that Amazon result, that is your product.
Something else I wantedto just point out here, you can go to any Amazon page.
Even go to your listing, and you can just right click and then say view page source.
You can see we are on thesecolorful sunglasses here.
You will see that thesource code comes up, and here, where you find canonical, you will see the actual canonical URL.
For this product, it isafter the .
com slash, you can see WearMe Pro, Colorful, Transparent Sunglasses.
One, two, three, four, five, that is their canonical URL.
And then if we search for akeyword like that in Google, actually let me do it for you live, so you can see this onehundred percent works.
So here in a incognitowindow, I am going to say, colorful transparentsunglasses, and search.
And we can see some resultshere with Amazon results.
Okay, here’s the Amazon result.
Wearme Pro Colorful Trans– Okay, so if we click on this, you can see.
Look who it is, it’s that exact result.
And so you can see that iswhat you’re trying to do.
I didn’t even type in thefull five keyword phrase, but by this seller creatingthat canonical URL, even if I search Google.
They are coming up as the Amazon result.
As you can see when I click to Amazon, I’m not seeing their competitors, I’m only seeing them.
And so you can see the benefit of that.
Now keyword hinging isobviously really effective with canonical URLs.
You’re getting a few keywordsin that five word string.
And in your final title, it’s also crucial, because you can get multiple keywords into an area that isactually one keyword.
It’s just a hinged keyword, so there’s multiple in one.
And of course it’s also just useful throughout the entire listing.
This is the practice ofmaximizing real estate by including multiple keywordsin one string of keywords.
So for example, if you use stainless steel kitchen knife sharpener.
This directly includes knife sharpener, kitchen knife sharpener, steel kitchen knife sharpener and stainless steelkitchen knife sharpener.
It also indirectly includesamongst a ton of others, steel knife sharpener, stainless steel knife sharpener, and knife sharpener stainless steel.
So you can see this keywordis much more efficient and better use of space thandoing these all individually in the title for example.
You’re gonna save a lotmore space with that and you’re indexing forall of these directly.
So time to dive into the final listing.
Now once your listinghas passed all checks and what we mean there is hazmat reviews, any category or productrestrictions, anything like that.
And you have convertedto FBA, really important.
Most listings start as FBM, you must convert to FBA.
It’s a critical area where they may ask for more information.
Once you have done all of that, you can now fill out your final listing.
There is no need to wait on this though.
If you don’t want toput it in on Amazon yet, do it off of Amazon, but get this built soon.
Get this built early as usual.
So in your final listing, what happens with the title? Remember, keywords, sellingpoints, and readability, those three.
Those are the keys of asuccessful product title.
And your title should atminimum contain your top three to five keywords or eventhree to five keyword phrases, as we went through in hinging above.
From that you can probablysee three to five, really easy to do ’causeyou can hinge as well.
Title lengths or characterlimits do vary per category, but Amazon has notpublished exact specifics for every single category.