195 Amazon Listing Title part 2 of 5 of Amazon Listing optimization –

 
The Title
Of course, this is the most important place in your whole listing. Both for the old Algo and for your shopper/would-be customer.

But let’s talk about that relationship.

Amazon Listing Title Optimization Webinar
Go to www.amazingfba.com/dana if you want to hear from Dana Derricks personally about Amazon listings, in an exclusive Webinar. That's coming up on Thursday July 20 at 8 pm British Summer Time (midday Pacific; 3 pm Eastern). 
Listing Title Mistake #1: Keyword Stuffing
Yes, you do need to satisfy Amazon’s computers to get your listing showing for the right kind of keywords in order to attract the right would-be customer.

But stuffing keywords, in that attractive way that ASM taught me (way back in the Dark Ages of mid 2014), is a horrible way to deal with that.

You know the kind of thing...

Here's a gem I discovered earlier this evening while searching for an Acer Chromebook charger (turns out bringing my Mac charger to Paris was not smart-as I brought my Chromebook...oops…typing a newsletter on an iPhone, anyone?...). This is the actual title of a listing!
45W Lavolta Laptop Charger for Acer Chromebook R11 R13 11 13 14 15 CB3-111 CB3-131 CB3-111-C9K2 CB3-131-C8D2 CB5-132T CB3-431 CB3-431-C1KH CB3-431-C5CQ CB3-431-C9WH CB3-531 / CB5-311 CB5-311P CB5-312T CB5-132T-C0DF CB5-132T-C8L7 CB5-132T-C9UM CB5-312T-K1TR CB5-571 CB5-571-C1VQ CB5-571-C41P / C730 C730E C735 C738T C810 AC Adapter 19V - 3.0*1.1 mm
That's actually a title, although it looks like a horrible bullet point, doesn't it?

This is horrible for two reasons.
Reason #1 (why keyword stuffing is horrible)
The first is obvious: it’s confusing and actually demotivating to anyone thinking of buying your product.

It doesn’t give them any clear reasons why they should buy. It is confused and unfocussed. And it’s visually offputting.

Instead, you should be very focussed on exactly what keywords you’re targetting. Relevant keywords for your audience.

Go to www.amazingfba.com/dana if you want to hear from Dana Derricks personally about Amazon listings, in an exclusive Webinar. That's coming up on Thursday July 20 at 8 pm British Summer Time (midday Pacific; 3 pm Eastern). 

Sidenote: Really speaking, I think more than 4-5 keywords in the title (and as a big focus, in the whole listing) is too much. My successful Amazon friends - like the ones who sell their businesses every so often - agree.

Then, you need to integrate your keywords into your listing, so it flows smoothly and is engaging to read.
Reason #2 (why keyword stuffing is horrible)
This is really important and most people miss it...

...but I’ll tell you about it later (ah, how dastardly! You’ll have to read the next blog post!)

So on to…
Listing Title Mistake #2: Not using all the space provided.
This is basically the opposite extreme. The equivalent for the above listing would be:

Acer Chromebook Charger by Mike’s Computers

Of course, there are character restrictions in various categories. They can be as low as 80 characters; more typically, 200 characters. (The above is 44 characters, including spaces, if you were yearning to know). But -as per Dana’s Golden Rule - why not use every one of them? Wisely.
Listing Title Mistake #3: All Features, No Benefits, Makes Jack a Dull...er...Listing?
(To coin a phrase). Now this is an interesting one. Nearly every listing you see just contains a lot of features - like “Chromebook charger” - which the algo likes because they are keywords. Problem is - they’re boring - and they don’t engage the customer or tell him or her why they should buy the product.

It had honestly not occurred to put put any benefits in a title. But if Dana did it with such spectacular results, I’m not arguing.

I have to say that even with fairly well written titles, I rarely see this one done, so at the very least it’s going to stand out. Which in 2017 is vital.

If we take our Chromebook charger listing,