There are many factors that will influence which search engine result people will click when they search for products online. Titles, those seemingly basic few words giving a brief description of your product, are some perhaps the most important elements in grabbing your customer’s attention. Not all product titles are created equal, and writing effective product titles will increase your traffic from search engines such as Google and Bing, as well as Marketplaces like Amazon and eBay.
1. Be Unique
It is doubtful that you are selling a product that no one else is selling which means that people searching for your product will see your competitors listings as well. Your product title needs to be unique in order to stand out and show up on search results (Google & Bing).
Do’s & Don’ts
- Do list the brand
- Do list the manufacturer product number
- Do keep your product title the correct length (more on this later).
- Do not attempt to write a full product description as your product title
- Do not attempt to “keyword stuff” (more on this later)
- Do not use plurals (unless the plural form is part of the actual product description (I.E. “one dozen white roses”)
2. Count your words (and letters)
Most marketplaces have different requirements for product titles, and an effective title for the Facebook marketplace can fail to deliver results in the Fulfillment By Amazon arena. Below are the specific product title limits for some of the more common marketplaces:
Fulfillment by Amazon – FBA has a character limit of 50 for product titles (although some product categories do allow for longer titles). Additionally, you need to ensure that your product labels include the exact same product title or you may risk having your inventory rejected. There are additional rules and regulations with regard to capitalization, numbers, contractions, etc, all of which can be found in full details here.
- Amazon – Amazon allows up to 200 characters for product titles, through some categories may have different limitations.
- eBay – eBay allows up to 80 characters to be used in product titles, and has few specific restrictions beyond excluding false information, profane language, etc.
- Google Shopping – Google Shopping allows up to 150 characters to be used for product titles, however only the first 70 are typically be displayed.
You do not need to use the maximum number of characters allowed, and in some cases, you may be better off with shorter product titles. Studies have shown that as the product title gets longer, the likelihood of a sale tends to decrease, with product titles of 30-75 characters performing well, and sales falling off significantly as the character count rises.
Do’s & Don’ts
- Be aware of the guidelines for the marketplace you are trying to reach and follow them.
- Do write several product titles of various lengths and experiment with them using A/B testing
- Do not use more characters than needed – if your product title is “complete” and you have not reached the limit, you do not need to use all available characters
- Do not assume that violating a marketplaces product title guidelines will not have consequences. This will result in your products being excluded from search results and will not be seen by potential customers.
3. SEO Optimization
SEO plays a critical role in product titles, and utilizing the right techniques will result in product titles that will display well in search engine results. Product titles should be SEO friendly but not repetitive. Using multiple terms that mean the same thing in your title (I.E. consultant, adviser, etc,) will result in fewer clicks as other listings may display a clearer message.
Do’s & Don’ts
- Do use the term that potential clients will be searching for. This is SEO friendly.
- Do use long tail keywords as product titles I.E. “Ralph Lauren Mens Blue short sleeve polo”.
- Do not attempt to list multiple options in the same listing – I.E. Ralph Lauren Mens Blue/Red/Green short sleeve polo”
- Do not use multiple terms that mean the same thing (I.E. Financial Consultant, Financial Adviser, etc.). This would be an example of keyword stuffing
We hope these recommendations will help make your products stand out! Stay tuned for more tips and suggestions on how to optimize your product listings.