Phase 1 SEO – Best Practices and Implementation

MyFBA Prep

We try and facilitate our audience with relevant and targeted content that steers the users towards an efficient use of Amazon industry.

There are 3 Phases of Keyword Optimization

  1. Product launch SEO: Reverse engineering competitor listings and adopting the best practices.
  2. Pink word update SEO: do at month 3 for mature
  3. Advanced Strike Distance SEO – do at month 6 for mature listings that index for 800+ Organic keywords Distribution

Objective: Optimize Listing Copy and Backend Keywords Using Amazon Best SEO Practices

Launch SEO Goals:

  1. To create the product listing
  2. Do competitor research
  3. Build Content – Product Title
  4. Build Content – Product Bullets / Key Features + Prod Description
  5. Build Search Terms
  6. Complete Other Search Attributes

Step by Step Guide on Product and Competitor Research:

Step 1:

  1. Check the client’s website and the product you are listing or
  2. Read what the product is
  3. Do not spend too much time
  4. Identify how much information you can use
  5. Familiarize yourself with the tone of their content (formal or informal)

Step 2:

  1. Find 1 to 3 competitors and check how their listing looks like on
  2. Examine how they built their titles
  3. See how they delivered their bullets
  4. Plan in your head what your listing needs to look like according to the client’s preference

Step 3:

  1. Always put yourself in the customer’s shoes
  2. Ask yourself, “What do I want to see as a customer”
  3. What are the important details I need to emphasize?
  4. How can I catch the buyer’s attention?

Guide to Bullet Points:

Having effective, accurate, and informative bullet points are crucial conversion tools for Amazon listings. In addition to being accurate and descriptive, any writing we do for Amazon listings MUST be formatted correctly, have impeccable grammar, and be written with a pleasant, professional tone. This SOP will help give direction on how to do this correctly, and what common errors to be looking out for.

Bullet Point Examples and How-Tos:

  • Start each bullet point with an emoji or point, followed by an all-caps phrase and a colon (:) or hyphen
  • After this, the bullet point should follow normal capitalizations
    • Ex: – QUALITY MANUFACTURING – Made from 100% cotton manufactured in the USA
    • A common mistake is capitalizing the first letter of every word (ex: “Made From 100% Cotton Manufactured In The USA)
  • Avoid using end punctuation (period, exclamation point, question mark)
    • Instead, use a semicolon (;) to separate phrases in a single bullet point Ex: Made in the USA; made with 100% cotton
  • Write bullet points in sentence fragments
    • Ex: “Double-stitched seams to maximize durability” instead of “This product has double-stitched seams to maximize ”
  • Use between 10 – 255 characters per bullet point:

Bullet Point Tone:

  • Tone should be professional, clear, and informative
  • Unclear or non-descriptive points lose trust with the customer Adjectives should be used sparingly, if at
  • Avoid “keyword stuffing” the bullet points
    • Make sure the bullet points include the proper keywords, but don’t just jumble them together (ex: “shirt, t-shirt, cotton, made in America”). Inclusion of keywords must feel natural
  • Quality over Bullet points should be easy to read, engaging, and highlight the most important features of a product

Here is an example of some really good bullet points from a listing selling T-Shirts:

Note specifically the following:

  • Written in sentence fragments, but the meaning is clear and concise
  • Tone is professional and informative
  • All caps bullet titles, with normal capitalization rules for the rest of the bullet
  • Tone, formatting, and language is consistent throughout the listing
  • While there are a few adjectives here, usage is sparse and precise

Avoid these Practices with Bullet Points: 

  • Inconsistent formatting, capitalizations, and grammar choices throughout the listing Some bullet points are unclear or obvious (ex: “Pull On closure”)
  • Lacks bullet point titles on most points
  • Rather than highlighting product features, some bullet points only exist to fill space (ex: “It’s a great gift for your mother, wife, daughter, sister, friend”)

Step by Step Guide on How to Get Keywords for your Titles & Bullets for Listing Optimization

  1. Use all the resources you can get to build your
  2. For the title, you can base this on the Product sheet provided to you in PDF or simply access the client’s website, or using the product listing and copy the titles listed
  3. After getting the title from the website or from your cheat sheet, you can start adding more relevant keywords. You can either mimic the keywords used by a competitor by checking their listings, or conduct a Reverse ASIN Cerebro Search in Helium10 and select the top-performing ASINS to extract relevant and high search volume keywords.

Here’s an example of a website listing:

Here is the optimized version in Amazon:

Step by Step Guide on How to get keywords for your Titles, Bullets, Listing, and Back End Search Terms

1.    Understanding the Product

If you are optimizing an entire listing, check the Product Detail Page, and read the title and bullets to see what the product is all about. You may also read the Product Description if needed. It should only take you 4 – 5 minutes to do this.

If you are only conducting Search Terms Optimization, you don’t have to spend a lot of time on this step.

2.   Guide to Locating Keywords through Amazon

  1. Searching for Competitor ASINs – Make Sure your Helium10 Chrome Extension is Installed
  2. Search for a relevant Phrase on Amazon
  3. Search the products, find two or three products that are similar to your target listing that have the following characteristics:
    • A high amount of reviews
    • Significant sales volume
    • Well-optimized listing: pictures, bullets, images,
    • Find one top
  4. Once you locate your top ASIN, paste it into
  5. Process the keywords
  6. Sort via Organic Rank (Generally 1-50) or the top 50 organic
  7. Click Apply
  8. Then Sort via Search Volume (High to Low)
  9. Click Apply
  10. Then Export your keywords to “Frankenstein” (as shown below)

11. Through the Frankenstein tool be sure to do the following:

  • Output settings:

i. Remove Duplicates – Check

ii. Remove Common Words – Check

iii. Remove Single Letters – Check

iv. Remove Special Characters – Check

  1. Click Process
  2. The result will have a wide variety of You will need to delete keywords until you are 249 characters or lower. Remove keywords that are not relevant, etc. (Note: Keywords at the top will be more relevant than keywords at the bottom).
  3. Once you narrow your search down you will have your final

Next Steps:

  • Implement keywords into:
    • Back End Search Terms
    • Bullet Points
    • Titles
    • Other Attribute Keywords
    • Descriptions
    • A+ Content
    • More

We let Phase 1 matriculate for at least 30 days. Once your listings begin to rank on Amazon, we move to stage 2. Stage 2 helps increase indexing further by removing any keywords which may be existent in your copy already and to replace these “duplicate keywords” with misspellings, Spanish, or long-tail keywords to ensure optimal SEO efficiency.


Your email address will not be published. Required fields are marked *

Read more blog posts

How FBA Services Help Your Online Business

Knowing the correct strategy to sell online can propel any online business to the next..

How to Start Selling Books on Amazon?

You may have considered selling books on Amazon. Interestingly, Amazon accounts for about half of..

5 ways to wow your customers this holiday season

This holiday season will be record-breaking, with shoppers more likely to splurge after a turbulent year…