Internet Marketing Digital_marketing_for_dummies | Page 200

Step 2: Increase reviews
Reviews are extremely important on the Amazon platform, and lots of positive reviews
indicate to Amazon that your product should be moved up in the search rankings. Even if
people love your product, they may not take the time to review it. Remind and encourage
people who have bought your product to write a review with tools such as Feedback
Genius, which helps you message customers while staying within Amazon’s terms of use.
Step 3: Create a compelling product name
If you want people to click your product, you need to have a compelling product name. A
cute or clever name may sound cool, but it can be vague, causing people to overlook it
because they don’t know what the product is. To increase the click-through rate, make sure
that your product’s name accurately describes what the product is and does. Look to your
competitors for inspiration; see how they present their names on Amazon.
People don’t buy products on Amazon; they buy pictures of products. Include as
many clear, crisp product images as necessary to satisfy the needs of a prospective
customer. When buying on Amazon, your buyer can’t hold your product in his hand
or examine it, so you need to include quality pictures that demonstrate exactly what
the buyer will get. The more expensive or complex the product, the more images
you’re likely to need.
Step 4: Create keyword-targeted product pages
Your Amazon product page contains text, and every one of those words helps determine
your rankings. Include the keyword or phrase you’re targeting in the title of the page and
throughout the product description. Aim for a product description of 250 words or more.
Don’t stuff the description with keywords, though, and keep user experience in mind.
Favor quality over quantity. As with product images, the more expensive or complex a
product is, the more detailed a product description you need.
Optimizing for iTunes
Podcasting is an effective and affordable way to distribute content on the Internet. If you’re
podcasting, you need to understand how iTunes ranks podcasts so that you can get more
exposure to iTunes users. Take three steps to improve your search rankings within iTunes.
Step 1: Solicit reviews
Positive reviews tell iTunes that your podcast is worthwhile and should be rewarded with
high search rankings. To generate reviews, use the podcast itself to ask people to leave
reviews. At least once per episode, have a call to action to remind people to review your
podcast.
Step 2: Create a clear title and a clean cover design
You want a specific title and a sharp cover design not only to describe your podcast, but