Amazon’s nature is highly-competitive and aggressive in terms of pricing. Suppose you have a perfect Amazon product listing, with on-point Product Pricing, Title, and Images, for instance, alongside positive customer reviews and strong embedded keywords. In that case, the chances of you acing the Amazon game are significant. But in case you haven’t been making enough sales, finding it hard to keep up with your competitors or rank on top of the search results, you should probably take a look at your Amazon SEO strategy, and Amazon Product Listing (s) to see what went wrong there.
This use case will help you spot your problem areas as a seller on Amazon and provide you with the ultimate feedback and recommendations on how to increase your organic traffic and keyword ranking through an optimized Amazon Seller Dashboard for SEO and Amazon product listing quality score.
Listing Quality Score
The Listing Quality Score or LQS is a complete in-house evaluation of your product listing on the Amazon marketplace. It is a metric calculated by DataHawk that assesses how an Amazon product listing page compiles with Amazon’s content guidelines. It offers you one-on-one recommendations to help your product rank higher on Amazon search results and increase conversions. "The higher the score, the better."
Value in using the Listing Quality Score
The listing quality score helps you identify incomplete Amazon product listings and provides you with ways to improve and fix them. It considers the length of product titles and the strength of keywords inserted in them, the product description, and whether it follows the set rules, bullet points, A+ content, and the number and quality of images. Your detailed listing quality score enables you to audit the quality of your Amazon Product Listing and monitor its changes, for a specific period shown by day, week, or month as per your choice.
Using DataHawk’s Listing Quality Score is also an excellent way for you to:
- Identify your top competitors,
- Track and analyze their listings and scores,
- Understand what they include or remove to rank higher than you,
- And eventually, get inspired by their Amazon product listing to improve yours.
The better your Listing Quality Score, the higher your keyword rank distribution is, and the more chances for your product to place in the first pages of Amazon search results.
Or get in-depth details on each score and subscores on DataHawk’s Listing Analysis Dashboard that you also access through DataHawk’s SEO Dashboard.
Value in correlating LQS and keyword distribution ranking
An optimized Listing Quality Score includes the most relevant and searched keywords for the product listings.
Meaning, when creating your Amazon Product Listing, you must look into what customers type on Amazon search for a given product and utilize these particular search terms in your Amazon product listing to appear in front of these customers. However, bringing your customers to your Amazon product detail page is not the sole objective. The relevance of your Amazon Product Listing will determine the sales of your product and your LQS.
As a seller on Amazon looking to optimize your LQS and Amazon Product Listing, you should first be aware of the relation between Amazon keywords and your Amazon product listing elements, for instance, product title and product description.
We will break it down into more details later on, or read our article on “Amazon Keyword Rank Tracking to Build the Optimal Product Listing Page.” for more insights.
The main objective is to have a compelling list of keywords for each product, which maximizes the number of search queries that trigger your product listings and eventually make your inventory as visible as possible in the Amazon search results.
And as stated previously, the better your Listing Quality Score, the higher your keyword rank distribution is, and the more chances for your product to place in the first pages of Amazon search results.
Keyword distribution ranking with DataHawk
The basis of an optimized Amazon Product Listings method is its relevance. Your Listing Quality Score is only high if you include good quality content to your Amazon product listing to be relevant to any search a customer conducts on Amazon.
The online retail giant positions those listings with the search terms and keywords used explicitly by the user towards the top. Text relevance is very important, and keyword-rich content helps with your LQS optimization and ranking for your keyword distribution.
Conducting proper keyword research is hence an essential step that is made very simple with DataHawk. The main objective is to identify which terms are being used the most when people search for the products you are selling. These are the terms that you will use within your product listing, and that would eventually increase your listing quality score significantly.
Amazon SEO & DataHawk Keyword Ranking Distribution
When working on finding the right keywords, and implementing them in your product listing, you are systematically improving your Amazon product SEO, and driving your organic traffic. You must take a data-driven approach towards selecting keywords that are compatible with your amazon product page, in terms of pricing, ratings, and stars rating dynamics, to have an enhanced Amazon product listing that would help with your Amazon SEO and Listing Quality Score.
Keyword Rank Tracker tool for Amazon Sellers helps you monitor how the changes in a product listing impact organic search performance via Amazon keywords rank for both your products and your competitors, then create the best Amazon product listing, with a high overall LQS.
The Keyword Rank Tracker also enables you to compare organic SEO rankings for which the product has been ranking in the top 10 pages of Amazon search results. You can quickly analyze how a keyword is performing and choose to change it if it does not rank well.
Monitoring the daily practices and changes in organic keywords ranks for your competitors and benchmarking it against your own performance enables you to extract valuable insights about what works best for them and figure out what led to their performance so that you can apply it yourself. You can also strive to surpass their results by doing the right actions that could lead to better Amazon SEO performance from your end.
1- Introducing DataHawk’s SEO Dashboard to boost your organic traffic
DataHawk SEO dashboard is a powerful Amazon SEO analytics tool that helps you monitor, analyze, benchmark, and enhance your products' organic keywords ranking on Amazon. It provides you with an overview of metrics related to your organic search performance and product listing quality. It displays both your best product keyword distribution on a given marketplace period of time of your choice and Amazon listing quality score.
You can access the search engine optimization Dashboard on DataHawk’s homepage.
- Best keyword ranking distribution
This feature of DataHawk’s SEO dashboard is an analysis of the best keyword ranking reached by each product ASIN for any keyword being monitored. It displays the total best keywords ranking figures and their breakdown by the range of rank. The higher the keyword ranking for your product, the better, mainly the top positions closer to 1.
- Listing Quality Score
This graph studies the evolution of your product’s listing quality score and is displayed as a Home Page KPI on DataHawk’s SEO dashboard. For this metric, DataHawk bases its calculations on your Amazon product listing page, and how close it matches Amazon’s content guidelines. The more relevant keywords you have on your Amazon product listings, the higher is your keyword ranking distribution, and the more optimized your product is for Amazon SEO.
2- DataHawk’s Listing Analysis Dashboard
The ultimate way for you to optimize your Amazon product listings, increase click-through rate and conversion rate is through a constant follow up of your product listing page, and benchmark of the changes your main competitors included in their Amazon listings.
DataHawk’s listing analysis simplifies this process for you. It provides you with an accurate score on the main product attributes of your Amazon product detail page, based on Amazon’s content guidelines.
This listing analysis enables you to study and keep track of the evolution of your Amazon product listing quality score, on an account-level, project-level, and product-level basis.
You can filter your Listing Quality Score Dashboard by marketplace, then by project, where you can add all your products, and then you could select the required time range, either by day, week, or month.
- Listing Quality Score
- Products by listing quality score
The products by listing quality score is an excellent way for you to optimize your content. It helps you keep track of your product listings’ detailed quality scores and status, namely Good, Acceptable, Improvable, and Bad.
It is advisable to focus on improving the content of products with Bad and Improvable status in priority.
- Product listing quality score and subscores
This table is very helpful as it provides you with a detailed view of the products you are tracking and their overall listing quality score on Amazon and subscores, and rules to follow to score higher.
- Overall score: Out of 100%. It displays your Amazon product listing page’s general performance, based on the following product feature performances and subscores :
- Product Title: Like your image, your Product Title is the first thing customers spot when scrolling down your Amazon product listing. It should respect specific rules to rank for Amazon’s A9 algorithm and increase the chances of scoring higher than its competitors.
DataHawk’s listing quality score and subscores reflect how well you managed to follow the rules for your Amazon product listings and provides you with reminders that you must consider to improve your score. For instance, Product Title rules include:
- Capitalized First Letters
- Non-Capitalized Small Words
- The title product under or close to 200 characters
- Absence of promotional words
- Product Description: This section of your Amazon product listing gives your customers all the important information regarding your product’s purpose and main features in brief. You must include strong keywords to it while keeping it structured and straight to the point.
If you have an Amazon listing quality score of 100% for your Product Description, this shows that you have respected all the rules. For instance, you avoided including promotional keywords or messages to your description, such as “free shipping” or “sale,” and you have included most searched keyword terms.
- Bullet points: another way for you to improve your Amazon SEO is by breaking down your product information into bullet points, and including accurate and robust keywords. - Your customers will find the information to the point and easy to read, which will encourage them to purchase your product. - Your Amazon product listing will have more chances to rank higher, as you tend to earn more conversions.
DataHawk scores your bullet points’ quality based on the following rules:
- Include five bullet points or more to your Amazon product listing
- Include up to 255 characters per bullet point
- Avoid special characters
- Capitalize only the first letter of your bullet point
- Don’t put ending punctuation.
- Product Image: High-resolution images attract customers browsing on the first page of the search results, and leave a good impression that eventually increases conversion rates. - Make sure to include high-quality photos to your listing as they can be a huge competitive advantage to you in terms of Amazon SEO. - There are seven image slots on Amazon product listings, so it’s better to use all of them to increase your Amazon listing quality score.
DataHawk calculates your Amazon listing quality score for product images based on the number of HD photos you include in your Amazon listing.
- A+ content: Your Amazon listing quality score is highly dependent on your A+ content as well. It’s a smart and creative way to skyrocket your Amazon SEO while keeping your audience close, entertained, and loyal. It includes high definition videos and images, comparison charts, robust FAQs, and more.
If your Amazon listing quality subscore for A+ content displays 0% on DataHawk; this shows that you haven’t included any A+ content to your Amazon product listing.
1 - Analyze your listing and that of your competitors
Once you click on a Product you're tracking on the “Products Listing Quality Score and Subscores” section, you get directed to its main listing analysis dashboard where you get to view your LQS performance and evolution over time as per your choice, and precise information and analysis on each listing quality subscore.
Optimizing your Amazon Product Listing and LQS requires you first to go through your listing, analyze it, and see your strengths and where you lack according to Amazon’s guidelines.
The overall score and sub-content score that is provided by DataHawk reflects that.
Let’s take, for instance, NYX Concealer and consider you are the seller of this product; we can see that you have an overall LQS of 77% with your Product Title sub-content score being the lowest as you didn’t follow Amazon’s guidelines regarding the “Non-capitalized small words” rule. Followed by a score of 83% for your inserted bullet points, as you had an “absence of special characters.”
Your other listing quality subscores are perfect 100%, which means that they respect Amazon’s content rules, and that there’s nothing to delete or update for the moment. You are good to go!
For further details on your Amazon Product Listings’ current version, you can click on the State option. The latter enables you to see where you are standing, the most keywords you’ve inserted to your listings, the number of times you did so, and an analysis of your Product Title, Description, and bullet points content.
You can do the same for this product’s main competitor, by analyzing their product listing’s content, and LQS performance after the changes they’ve implemented to their listings.
For instance, if we take the Maybelline Concealer, we can clearly see that they’ve been making changes to their Product Description and that the last update was made on the 4th of August 2020.
They are still ranking for the same keywords, kept the same number of images and videos, and didn’t delete or modify their bullet points.
And with a Listing Quality Score of 68%, we can conclude that in terms of their bullet point section, they have a lot to work on.
2 - Get inspired by their listings
So what you can do next is to get inspired by your competitors’ Amazon Product Listings to increase your LQS performance and boost your organic SEO traffic.
- Keep tracking the daily changes they make in their product title, image, description, bullet points, A+ content, etc.
- Constantly check their Listing Quality Score to see if they’re strategy had a positive impact on their Amazon Listing,
- If they appear to be optimizing the right way, then go ahead and do exactly the same.
Another smart way for you to optimize your Amazon Product Listing and LQS is through:
- Keyword Research
You can use DataHawk’s Amazon Keyword Lookup to see which competitor keywords have the high search volume and track the ones that you think are most related to your products and add them to your listings.
What you could do better is, track them before adding them and see what are the other products that are ranking for that keyword.
For instance, what you can spot here is Maybelline Concealer‘s 55 keywords that they have organically ranked for at some period of time. You can choose the keywords with the highest search volume and use them to optimize your LQS and drive more organic traffic. For instance, opt for the “Dark circles concealer” keyword with a search volume of 1600. You can also go through keywords’ CPC and average rankings in the Keyword Lookup, to see which ones are most relatable to yours.
- Looking at the Best Seller Rank
When you are inside a product detail page, there’s another tab called the Sales Rank Tracker, you can click on it and it will instantly show you the list of how a product is ranking over a selected time range and across different categories on Amazon.
The Sales Rank Tracker enables you to pick the top products from the best sellers list.
You can visualize different product categories on the sales rank table, and chose the category that you want to rank in.
For instance, let’s say you picked the “ Concealers & Neutralizing Makeup” category.
This enables you to view the list of the Top 100 best selling products for this category. You can again choose the most relatable to you and start tracking. Make sure to not miss out on these products’ sales estimate, and analyze the ones with the highest sales, so as to get inspired by their listing practices and eventually do the same.
- Market Analysis Conduct a simple market analysis of the keywords that you think are related to your product. In this case, we chose the keyword “concealer”.
The market analysis tab provides you a better view of how the products are ranking for this keyword, how they are priced, reviewed, and rated globally as well as on different pages.
For instance, if your product is priced above the maximum price shown in the analysis below, which is $69.00, then there is no chance that you are going to rank for this particular keyword. So you might want to consider opting for a long-tail keyword, where you a higher probability of ranking on Amazon, and scoring better for your listing quality.
3- Analysis of product listing and its content
Another efficient way for you to analyze your product listing and optimize its Listing Quality Score is by adding all your competitors in a single project on DataHawk SEO, and regularly monitor their listings practices.
This option allows you to act on the changes they make, do a benchmark against your products, and potentially unveil ideas around keywords that you could incorporate into your listing to improve your Amazon SEO performance and Listing Quality Score.
Understanding the relationship between your Listing Quality Score and Keyword Ranking is very important. It is core to your profit generation and high positioning on Amazon’s search results.
Leveraging DataHawk SEO Dashboard is the ultimate way for you to make it happen. It enables you to view the impact of your Amazon product listing optimization efforts on both your keyword ranking performance and Amazon listing quality score. It provides you with all the options, tricks, and recommendations to skyrocket your business on Amazon.
What are you waiting for? Use DataHawk's Amazon seller dashboard and level up now!