This post is based on an article I helped write for SearchNurture titled How to Hit Your Target ACoS on Amazon.
Optimizing your Book Page
Amazon is, in effect, a giant search engine of products. To ensure that your book shows up first, you must target specific keywords both organically (i.e. based on your product description) and through Ads. However, no matter how successful your Ad is, all it can accomplish is lead shoppers to your product page. It is up to that to convince them to buy your book.
Ideally, everything on your book page will be tailored for your target audience. Let’s take, for example, my book, A Heaven for Toasters. I want shoppers searching for “sci-fi crime romance” to buy my book. What can I do to make sure they do so?
Title
Start with your page title. Think of it as a hook. Let shoppers know they are on the right page by giving your book an appropriate title or subtitle. Even though my book is called A Heaven for Toasters, I added the subtitle, “A Sci-Fi Crime Romance set on the Greek Islands.” This will both help Amazon and shoppers know at a glance what my book is about.
Book Cover
Images are quicker to scan than words, so most people’s eyes will fall on the book cover first. This must be crisp, professional, and enticing. Book covers can also establish your professional image and set the tone for both your book and the reading experience people can expect.
After glancing at your cover and making a snap decision on whether they are interested in your book or not, most people will then read the blurb. Here are some tips to help you perfect this essential, yet often unoptimized, part of the page:
- It is a good idea to repeat your core keywords here. This will both encourage Amazon to display your product first on their Search Engine Results Page (SERP) and reassure people they have come to the right place.
- The perfect blurb will also correctly identify the need your book will fulfill. Are readers looking to be moved? Entertained? Informed? Make sure to portray your book as the perfect answer to this need and a sale is almost guaranteed.
- Also, mention any Unique Selling Points (USP). Why should shoppers prefer your book instead of a competitor’s? What is setting yours apart from the rest? This is particularly important with more expensive editions, as many people will naturally prefer the cheapest alternative if all else is (or seems to be) equal.
- For many shoppers, reviews are all-important. If your book has just been released and has no reviews, you may wish to factor this into your promotional strategy. For example, you could run a Giveaway to garner more reviews before you spend money on your Ads. If someone has left a bad review, you may wish to swiftly address any problems they mention, in order to encourage them to change it.
- One way to overcome a lack of reviews is through testimonials. If past customers have offered some kind words, mention them in the Editorial section. This is the best simulation of a word-of-mouth recommendation, especially if you make it clear that these testimonials are from real people (for example by adding their name and other pertinent details).
- Frequently-asked questions (FAQs) are another way to make it clear which need your book will fulfill, especially for non-fiction works. Use them not only to answer any questions people will have about your book but also to establish your brand’s superiority.
Read more tips on writing the perfect blurb on my post, Dos and Don’ts on Writing a Book Blurb. My full post on hitting your Target ACoS is available on Search Nurture!
The Story Reading Ape said:
Reblogged this on Chris The Story Reading Ape's Blog.
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bridgittelesley said:
Reblogged this on 🦉Pizzazz Book Promotions.
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Patty said:
Reblogged this on Campbells World.
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Staci Troilo said:
Great tips, Nicholas. Thanks.
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Nicholas C. Rossis said:
Yay! Thank you, Staci 🙂
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rijanjks said:
This is excellent, Nicholas. And, this is an area in which I am completely inadequate, so your post is most helpful.
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Nicholas C. Rossis said:
Yay! Thank you, Jan 😀
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doverwhitecliff said:
Reblogged this on Wild and Woolly Wordsmithing and commented:
Awesome article on how to set up your Amazon Book page. Must Share! Thanks for the great information!
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D. Wallace Peach said:
I didn’t know we could add a subtitle even if the book doesn’t officially have one. Great idea. Thanks for all the tips. Time to revisit my pages again. 🙂
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Nicholas C. Rossis said:
Lol–tell me about it! Every time I think they’re finally complete… 😀
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dgkaye said:
Excellent advice as always NIcholas. I learned in the beginning of this publishing business, the importance of a sub-title. What surprised me though here is that you say to repeat core words in the blurb. It’s been my understanding that Amazon always stressed to use different words in the blurb because repeating words used in keywords we use when filling out our amazon publishing forms is wasted by not adding new words? 🙂
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Nicholas C. Rossis said:
Amazon seems to be changing their algorithms every 6 months or so. More on that in an upcoming post 🙂
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dgkaye said:
Thanks Nicholas. I’ll be sure to tune in! It may be time to go into my books and change some keywords. 🙂
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maliaann said:
Reblogged this on Writing for the Whole Darn Universe.
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kimwrtr said:
Reblogged this on Kim's Author Support Blog.
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jjspina said:
Thank you, Nicholas, for the helpful tips for our books. There is always something new to learn about this industry. 😁
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Nicholas C. Rossis said:
As I always say, it’s like building on quicksand 🙂
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jjspina said:
For sure! 😁
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