Getting the balance between keyword-rich and customer-friendly content

22 May, 2023
4 minute read
ECN Getting the Balance Between Keyword Rich and Customer Friendly Content

Content optimisation is all about quality and balance. We’ve all seen keyword-stuffed Amazon listings and baulked at the impenetrable chaos, repetition, and bizarre lack of salient information, right?

Ok, pop quiz – what’s wrong with this title?

Generic Brand Sensory Toys for Girls - Kids Toys for 2 Year Old Girls - Cool Toys for Girls - Indoor and Outdoor Toys for Girls, Boys, Children - Must-Have Gifts for Girls and Boys

Firstly, we don’t learn much about the product – all we see is a bunch of fat head keywords (high-volume, more generic keyword terms) stuffed tighter than a turkey at Christmas. Yes, it’s helpful to include the odd fat head keyword when it’s relevant, but what’s more critical is specificity, accuracy, and engaging the customer long enough for them to read to the end of the sentence. Still with me? Phew.

Secondly, there is a helluva lot of repetition in this title that won’t positively affect how you index. If you repeat the same keywords multiple times, you won't appear any higher in the search options.

Thirdly, keyword stuffing violates SEO best practices and leads to low-quality and irrelevant keyword ranking, harming your listing and brand. Ideally, you want to create a harmonious balance between hyper-relevant, informative content and high-volume, niche keywords. Here’s why:

The A10 Algorithm 

ECN Getting the Balance Between Keyword Rich and Customer Friendly Content 1

Photo by Markus Spiske on Unsplash

The A10 Algorithm is a smart cookie; it considers a wide range of factors such as pricing, external traffic, product reviews, and customer behaviour when it indexes your listing. How does keyword stuffing impact this, you ask? 

Well, if your product is indexing for a keyword that isn't entirely relevant, customers will click on your listing in the SERP but be presented with a product that ISN’T precisely what they’re looking for. They’ll abort the session and exit, and that’s a negative for your product – the A10 is all about impressions, click-through rate (CTR), and, most importantly, conversions

The A10 increases visibility for listings with authentic sales and reviews. So it’s imperative to stay accurate, relevant and, most importantly, to keep your customers happy.

Choose the right keywords

It sounds obvious, but you must be selective when optimising your content. The best starting place is to use a keyword research tool like DataDive, Helium10, ZonGuru, or any other Amazon search engine optimisation site.

With these user-friendly SEO tools, you can effortlessly explore in-depth Amazon products and retrieve comprehensive sales info and competitor keyword research data – providing essential insight into which keywords can positively impact your listing. If a competitor has a high conversion rate for an identical product, that keyword could potentially benefit yours too. 

Happy customers, happy sales 

ECN Getting the Balance Between Keyword Rich and Customer Friendly Content 2

Photo by Blake Wisz on Unsplash

These days, most people are short on time and patience. The joy of Amazon is that you can usually find what you need, add it to your cart, and check out in the time it takes to brew a cuppa.

We’ve become accustomed to having anything we want when we want it, and in our non-stop culture, any disruption to that is a big no-no. Make it easy for shoppers to find you and understand what you’re selling – use descriptive titles, concise bullets, and clear images.

Suppose you’re advertising your product with not wholly relevant keywords, and someone buys it only to receive a not fit-for-purpose product; not only will they return it, but they’re also likely to be very vocal about their dissatisfaction. Bad reviews are like the internet; they never go away. Your star ranking will drop, impacting your position on the SERP and, in turn, future sales.

You want to catch the customer's attention when crafting your keyword-rich titles (the most important real estate on your listing). Put that all-important primary keyword after your brand name, followed by the most important details they’ll need to know – with most customers only reading the first line of a title on the SERP, keeping the pertinent information up-front and visible is vital.

Reader-friendly content

The first step to bolstering your conversions is to create accessible, easily digestible content. Yes, we all love to pepper copy with the occasional labyrinthine adjective (ahem), but it’s a massive turn-off for customers.

If you’ve managed to perform some reasonably comprehensive keyword research, optimised your listing well enough to rank on the first page of the SERP, and entice the customer in with a descriptive, punchy title, and an eye-catching primary image, you don’t want to blow it all once they get to the bullets.
Your keyword-rich copy has done its job; you’ve got their attention. Now it’s time to deliver clear, concise, and informative copy, giving them every reason to buy. 

Organic rank

ECN Getting the Balance Between Keyword Rich and Customer Friendly Content 3

Photo by Markus Winkler on Unsplash

Sponsored Ads, Lightning Deals, and coupons can help boost your visibility and encourage more customers to click the add-to-cart button; however, your well-balanced, optimised copy should be enough to gain traction in Amazon’s wild west. If you do it well, you should see an organic rise in rank for your primary keyword, and that rise can then positively impact the ranking for all of your keywords and, correspondingly, your listing.

By striking a delicate balance between accurate, keyword-rich copy and well-written content, you can see your product rise through the ranks, with more of the right customers visiting your listing and increasing conversions.

Get in touch

If you’re unsure how best to optimise your listings, SEO is still a terrifying foreign language to you, and you can’t tell the difference between a long-tail keyword and a long-tailed widowbird, please get in touch. Our eCommerce Nurse specialist team is comprised of ex-Amazonians and Amazon experts – we’re friendly, keyword rich, and happy to help. 

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Lucy Miller

Lucy Miller

Lucy is a copywriter at eCommerce Nurse. Adept at crafting content for the Amazon ecosphere, when she’s not penning peppy puns, optimising content, or researching the latest SEO trends, she can be found hiking, watching movies or making them!

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