Amazon SEO, Improving Your Search Ranking

Amazon SEO, Improving Your Search Ranking

In this episode, Matt DeCoursey was joined by Andrew Morgans, CEO, and Founder of Marknology, an Amazon brand accelerator. What makes Marknology unique among other Amazon consultants and agencies is that they specialize in branding and overall strategy on the platform, not just on sales— for brands and manufacturers looking to establish their presence on Amazon.

Andrew is a regular guest at Startup Hustle, with this being his second time in the show. He shared his idea of having a regular segment in the Startup Hustle called, “Amazon Update” where the hosts discuss all things happening in the Amazon space.

Amazon is now way ahead of its competitors, accounting 50% share of the e-commerce industry. Matt and Andrew showed the nitty-gritty details about the Amazon marketplace and how to dominate competition using solid Amazon SEO strategies.

The Basics of Amazon SEO

Here are some of the basic things to keep in mind when you’re about to sell your products on Amazon:

  • Amazon is a huge online marketplace that hosts millions of product pages.
  • The Amazon search engine uses the A9 algorithm.
  • Whenever you list a product on Amazon, it’s going to generate a catalog number called ASIN (Amazon Standard Identification Number), a 10-character alphanumeric code used to identify products cataloged on Amazon and its partners).
  • Amazon Standard Identification Numbe (ASIN) is Amazon’s version for Stock Keeping Unit (SKU), a term used for inventory management.
  • The product page is where you sell your products, display your brand and convert visitors once they land your product page.
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Common Mistakes Sellers Make when Setting Up Their Product Page

  • Not spending enough time getting professional images of their products. This is one of the areas that are often overlooked.
  • Selling on the wrong category.
  • Interpreting Amazon’s tech specs incorrectly.
  • In the product pages, some sellers are listing to describe the product, instead of trying to find buyers. People search differently on the web vs. Amazon. (example: on the web, you might search, “how to get stains out on my shirt?” but on Amazon, you might search, “stain remover”. There are things that brands can’t do on Amazon what they’ve done on the web.
  • Poor keyword research strategy. Think of a product in a way that your parents would be able to search for it.
  • Some brands do not spend enough time analyzing their competition.

Keyword Optimization on Amazon

  • There’s no one-size-fits-all strategy when it comes to keyword optimization on Amazon.
  • If you’re a big brand, you can go right by using big keywords.
  • For brands that are starting out, your images and copy are more important than branding, since you still have to establish it. In this case, go after long-tail keywords.
  • Even if you’re a big brand, Andrew suggested that you still go after long-tail keywords. It might get you 10K searches on a keyword.

Amazon Search Engine Visibility

There are two ways to get found on Amazon:

  • Organic search results – You’re going to pick 10 with different keyword strategies that are important to the listing.
  • Paid search results – Use paid ads to hit all those other ones that aren’t in the previous 10. This is to have a bigger range of exposure.

Search Engine Marketing Strategies on Amazon

Here are some important points raised when optimizing for search on Amazon:

  • Having good photos can raise your conversion rate by a couple of points.
  • The first two images on Amazon listing should be on a white background, with not a lot of other products.
  • Image 3 to 7, sometimes 8, can be different things. It can be an infographic, or customer reviews put into an infographic, or could lifestyle photos. It depends on what your product is.
  • You can also put videos in it if you’re brand-registered. Being brand-registered is the ability to protect your brand on Amazon. To get it, you need to register your brands through a trademark.
  • Being brand registered allows you to do things such as a storefront, which is like an infographic and allows videos on your listings.
  • Amazon’s transparency program allows the brand to get a private label, no matter where the product is coming from. How it works is that once you ship the item, you need to scan the transparency code.
  • Add alt text attribute to your product photos. It’s for the hearing-impaired but Amazon could also be setting this up for voice search to find products when they’re ready.
  • Length of titles. You need to consider how your product page renders on smart devices, smartphones, etc.
  • When choosing to advertise for keywords other than what you put out on the listing and they are doing great, you can switch them up a bit. Be flexible and know when to change things.
  • The paid ads can tell you which part to re-optimize in your listing.

Andrew Morgans’ Webinar Series

Andrew launched a webinar series where he discussed anything Amazon related such as product optimization. It’s a four-part series with Q&A at the end. It’s the ultimate playbook for sellers who wanted to optimize and dominate the Amazon marketplace.

Listeners to this webinar series can expect to get in-depth information about how to better optimize their product pages. It will air a few times a month, every other Tuesday.

Other Notes:

  • If you need help in accelerating your startup for maximum growth and profitability, then we suggest you reach our startup experts at Full Scale – Matt DeCoursey and Matt Watson themselves. Contact us to get your free consultation today.
  • Scroll down to get the full transcript of this episode.

Listen to Episode 52 of the Startup Hustle Podcast – Amazaon SEO

Here is the transcript from Episode 52 of the Startup Hustle Podcast – Amazaon SEO

Matt DeCoursey: Hello, and welcome back to another episode of Startup Hustle with special guest Andrew Morgans. Hi Andrew.  
Andrew Morgans: What’s up?  
Matt DeCoursey: Man, just here to do another podcast. Thanks for joining me today.  
Andrew Morgans: Happy to be here.  
Matt DeCoursey: Yeah, we’re going to talk about a lot of stuff. For those of you that haven’t heard, we’re going to have Andrew in for a regular once, twice, three, four, five times a month, who knows? Whenever we get around to it, but for those of you that aren’t familiar, Andrew Morgans is the CEO and founder of a company called Marknology, which is an Amazon brand accelerator.  
Matt DeCoursey: Now that Amazon’s up to 900% of all e-commerce, I think that it’s a pretty applicable thing. Matt Watson will join us on some of these. Some of them he may not, but anyway what’s this show going to be about Andrew?  
Andrew Morgans: Yeah, so I think when we were brainstorming this a few months ago talking about getting a regular spot with Startup Hustle and taking one of your days here to just specifically talk about Amazon, we called it the Amazon Update. I’ve just stuck with that in my head, I like the way it sounds. We’re going to be talking about different things happening in the Amazon space, and leave it open-ended so we can talk about anything and everything we want in regards to Amazon.  
Matt DeCoursey: I should probably say that brainstorming with me about this involves me saying, “Andrew can you come up with a list of stuff that we’re going to talk about on this podcast. I appreciate you up selling my own creativity there, but I have to give you the credit. Andrew, you’ve been a guest, what twice?  
Andrew Morgans: That’s correct.  
Matt DeCoursey: We’ve talked about Marknology and your company. We’ve also just talked about Amazon. I don’t think … You guys that are regular listeners, you may have already heard him, if not go back and check him out. They’re a little deeper and that tells you the amount of prep I did here. I don’t know the absolute numbers, but they are marked with your name on them.  
Matt DeCoursey: For those that haven’t heard him, let’s just do the flyover about what your company does.  
Andrew Morgans: Yeah, okay, so there’s so much to what’s involved in selling on Amazon, that I think I our first couple of conversations were even broad. Who are you, what do you do? I think that this is going to be a great idea to just dig into some more of those topics more individually. I am the founder and CEO of a company called Marknology.  
Andrew Morgans: Shortly put, we’re an Amazon brand accelerator. One thing that differentiates us from a lot of the other Amazon consultants and agencies out there, is that we focus on branding on the platform, not just sales and overall strategy, but we work with brands and manufacturers that are really looking to not just create, but establish their footprint on Amazon.  
Matt DeCoursey: To really dumb that down, Andrew helps you sell stuff on Amazon. By that I mean you’ve got a company, you’ve got a product, whatever it is that you need to do, he’s going to help you navigate those treacherous waters and help you try to avoid we could say expensive, time consuming, maybe rookie mistakes, is that fair?  
Andrew Morgans: Right, and accelerate your brand faster than you can probably do it on your own.  
Matt DeCoursey: Right, so as we brought the show in, Amazon’s clearly pretty dominant right now. I think the last time we were in, you were mentioning that they had accounted for 43% of e-commerce.  
Andrew Morgans: Right, and an article came out since that they claim 50%.  
Matt DeCoursey: Wow, think about that man.  
Andrew Morgans: Yeah, I don’t even know why we’re talking about other marketplaces like Jet or Walmart or any of the above. I’m not trying to get sponsored by Amazon by no means.  
Matt DeCoursey: I am.  
Andrew Morgans: Everything else is secondary.  
Matt DeCoursey: Jeff Bezos, if you would like to sponsor Startup Hustle, please call me. You can email me, info@startuphustlexyz.  
Andrew Morgans: I take that back, I wouldn’t refrain from that either.  
Matt DeCoursey: Yeah, I don’t think any of us would, so all right, so the reason that this is important is anytime you’re making a product, whether it’s your own or you’re reselling something or whatever you’re doing, I consider myself a salesperson heart. The best thing you can do for your product, your brand and your sales is to put it in front of as many people as possible.  
Andrew Morgans: Right.  
Matt DeCoursey: The very first question that I ask if I’ve got to sell something is where are people buying? Amazon’s clearly the case there. Then the next question is what are they buying, right?  
Andrew Morgans: Okay, correct.  
Matt DeCoursey: I think that’s fair, so we actually worked with a client that was interested in doing business with you and selling more stuff on Amazon. We did a competitive analysis and tried to say, “Look, this is who you’re competing against,” right? That’s still hard to do. I felt like we did a decent job of that, but no one really knows-  
Andrew Morgans: It’s a proprietary software.  
Matt DeCoursey: Yeah, no one really knows the true numbers, they come close. With that, and when you sell stuff on Amazon, you have what’s called a product page?  
Andrew Morgans: Yeah.  
Matt DeCoursey: Let’s talk about that.  
Andrew Morgans: Okay, so I really thought we could start here, because it’s not the first thing you do when you’re going to sell on Amazon, but it’s one of the most important. I thought we’d just kick off our show talking about some of the basics and getting into a little bit of the details and letting people know that this is a podcast that they can come to and get some useful information on how to sell.  
Matt DeCoursey: Okay, and I’m going to serve as the pseudo-dummy. I have sold some stuff on Amazon. My own books, that’s it and I’m just okay at it, so I’m going to try to take some notes here too. The product page, let’s get into that.  
Andrew Morgans: Okay, so a product page is Amazon is a catalog. It’s got the A9 algorithm, which is the search engine attached to it. It’s a catalog system, and whenever you list a product on Amazon, let’s say you’re a new brand bringing product X to the market, it’s going to get a catalog number. It’s called an ASIN, that’s where your product lives, it lives just like a catalog page in a catalog.  
Matt DeCoursey: ASIN as in A-S-I-N?  
Andrew Morgans: A-S-I-N, that’s an Amazon term, that just means your reference in the catalog. It’s a reference number to-  
Matt DeCoursey: Is that an acronym for something?  
Andrew Morgans: I don’t believe so.  
Matt DeCoursey: Okay.  
Andrew Morgans: I’m sure it is, but they just call it that in all instances.  
Matt DeCoursey: That’s similar to a SKU.  
Andrew Morgans: It’s a SKU.  
Matt DeCoursey: Okay.  
Andrew Morgans: Yeah, it’s just Amazon version.  
Matt DeCoursey: Which stands for stock keeping unit.  
Andrew Morgans: There we go.  
Matt DeCoursey: There you go, fancy.  
Andrew Morgans: Okay, so the product page is your opportunity to sell your item at the end of the day. It’s the way you’re displaying your product, your brand, the features, how people find you, converting them once they get there, everything surrounding that.  
Matt DeCoursey: Okay, what are some of the most common errors and mistakes that people are making when they’re setting this stuff up?  
Andrew Morgans: Not spending enough time on images and getting professional images. That’s probably the number one mistake. Obviously there’s a lot work that goes into the other areas, but people just seem to overlook that one.  
Matt DeCoursey: Okay.  
Andrew Morgans: Another one is selling in the wrong category, or interpreting Amazon’s tech specs wrongly or incorrectly, sorry.  
Matt DeCoursey: Expand on that, what do you mean by that?  
Andrew Morgans: They’ll get in their head they’ve read like, “Oh, the title has to be 80 characters. My competitor’s doing this, or we can’t do this. FBA’s too expensive for me.” That’s just a side change I hear all the time. In the product pages, they’re more so listing to describe the product, instead of trying to find buyers.  
Matt DeCoursey: Okay.  
Andrew Morgans: Let me put an example in front of you as far as what that is. I’m going to go into a little bit of this with the keyword research. I always say when I’m talking to a brand owner, think about describing this product in the way that your mom would search for it.  
Matt DeCoursey: Yeah, it’s funny, I do that a lot. I actually use my dad as a comparison. It’s more so with software, and I say, “If my dad can’t figure this out, then it’s too complex.”  
Andrew Morgans: Right, so okay, let’s talk about Faultless Starch is a client I like to brag on. They’re locally here in Kansas City in the Marknology family. Let’s talk about that, so online you would search for something and you would say like how to get my shirts stiff or how to iron? How do you get a shirt-  
Matt DeCoursey: I want to buy starch.  
Andrew Morgans: Yeah, sorry, I’m caught up, but you ask a question, right? You’re looking for an answer through a blog or content like that, or you’re on and you’re just browsing, because you already know where to be, okay? You’re not searching like … On Amazon you’re going to say starch, or if it’s another laundry product, you buy stain remover, versus how do I get a stain out?  
Andrew Morgans: That example works better, how do I get a stain out on my shirt on the web? On Amazon you’re like stain remover, right? You search differently, so that’s also how you need to describe your product, and not necessarily just like this is an eight ounce can. That’s a big part of the explanation to a brand and getting them to understand that they can’t just do what they’ve done on the web on Amazon.  
Matt DeCoursey: Okay, so there’s a couple of things here. With the images, and I know we’re talking about Amazon, but I remember back in the day selling stuff on eBay and they were always like, listings with a picture sell 10 times better or whatever. I mean, if you can’t adequately show someone what they’re buying and give them a good representation of your product, well you’re at a serious disadvantage.  
Matt DeCoursey: Another thing too just in general when it comes to selling in your business, I like to just tell people you’ve got to look like you’re in the business of doing whatever it is that you say you’re doing. If your listing has one picture, it’s not that great, I want to know what it looks like. Actually all this podcast stuff, almost all of it I bought on Amazon.  
Matt DeCoursey: I actually had a different mixer picked out that I liked and it only had two pictures. I wanted to see all of it, and the one I ended up buying that I switched to was loaded with pictures and he gave he a whole view. All right, so some of what we just talked about is SEO, search engine optimization. We recently, Mr. Watson and I did an SEO for dummies.  
Matt DeCoursey: We were talking about the most popular search engines, and Amazon’s up there. I think it was Google, YouTube and then Amazon. Not thinking of Amazon as a search engine is bad, because that’s what it is. I think it’s the greatest search engine of all for a seller, because you have people there ready to buy. People are on Google asking questions like, how do I make my shirt stiff?  
Matt DeCoursey: People are on Amazon saying-  
Andrew Morgans: Give it to me.  
Matt DeCoursey: Yeah, and they’re ready to go. Amazon makes it really easy to buy, so let’s talk a little bit about optimizing your keywords.  
Andrew Morgans: Okay, so I think it backpedals just a little bit to that competitor analysis we talked about just a few minutes ago. I don’t think that enough brands spend enough time analyzing their competition. You’ve got the older brands that are very like, “Okay, this is our competition, we’ve been at war with them forever.” Then you’ve got these newer brands that are just, this is the product I’m going to sell, the price I’m going to sell it, let’s do it.  
Andrew Morgans: I’m like, well, let’s look at the competition. We have tools that we use at Marknology that tell us what keywords the competitors are ranking for. We have tools that comb the reviews to see how their current customers are describing their products. We do where are their customers priced at? This gives us all kinds of feedback on the terms that we want to go after.  
Andrew Morgans: Maybe there’s a competitor so far out of reach of us that we want to go after completely different search terms than him.  
Matt DeCoursey: Yeah, that was the next question, do you take the cowardly approach and go long tail where you’re not competing with … I guess it’s probably different on any product.  
Andrew Morgans: Yeah, it’s not one-size-fits-all, so if you have a brand that’s already established. Let’s say you’re Adidas as they say.  
Matt DeCoursey: What was that?  
Andrew Morgans: Adidas, but properly pronounced. Sorry, I got corrected in Europe a lot, but if you’re that brand-  
Matt DeCoursey: They don’t call it Adidas in Europe?  
Andrew Morgans: No, it’s Adidas.  
Matt DeCoursey: Nah man.  
Andrew Morgans: Okay, so anyway, peanuts, but if you’re that brand, if you’re Faultless Starch, people recognize your brand. You can go right after the big keywords, you’ve got some power there, go big. If you’re a brand that’s starting out that people don’t know your brand and said the way that they find you and your images and your copy is more important than your branding, because you yet to establish it, then you might go after those longer tail keywords.  
Andrew Morgans: Honestly, even if you’re the big brand, I typically suggest round one you go after long tail keywords. That might be 10,000 searches a month on a keyword.  
Matt DeCoursey: Yeah, and let me take 30 seconds to describe long tail. Long tail are the things that people aren’t generally competing for. They are the low competition, the low hanging fruit. The example I always give is on iTunes. You have Jay-Z, Taylor Swift, whoever’s popular, and they’re getting tens of thousands of downloads or streams a day.  
Matt DeCoursey: That graph rapidly falls off and gets down to things that get one, and that looks like a long tail on that graph and it just goes on and on. What most people don’t know on iTunes is if you total up all the ones, it’s a bigger number than everything that’s two and higher totaled together, because it just goes out there. Now I’ve made a living in the long tail, I love it, because it’s hard to compete with certain things.  
Matt DeCoursey: Everyone intuitively wants these non-long tail keywords. The thing is, is you’re better off being first for a bunch of things that are low hanging without any competition than you are being ninth on the list for something popular.  
Andrew Morgans: Right.  
Matt DeCoursey: There’s no shame in the long tail, and a lot of times it’s really smart. All right, so on Amazon I get two different ways to get found. I got just regular search results or organic, or I can pay, right?  
Andrew Morgans: Correct.  
Matt DeCoursey: Okay, what’s up with that? What’s the story with that?  
Andrew Morgans: Okay, so that’s a perfect segment, because we’re talking about competitor research, that’s how you get some keywords using these other tools to see what people are searching. You have the main keywords like you were talking about like let’s say the example pre-workout. Then a long tail might be pre-workout supplement blue raspberry flavored, right?  
Matt DeCoursey: I was just searching that.  
Andrew Morgans: I have no doubt.  
Matt DeCoursey: Yeah, that’s why my teeth are blue.  
Andrew Morgans: You’ve got these different ones. Well we’re going to pick 10 probably with different strategies that are important to our listing, 10 to focus on. We’re going to put those 10 in the listing. Well, there’s still probably another couple hundred ways you could describe the product in general either related or directly different ways of wording it, different words to choose.  
Andrew Morgans: We’re going to use advertising to hit all those other ones that aren’t the 10, okay? To give us a bigger range of exposure. We’re going to have something we’re focusing on, but then a lot of other keywords that we’re going to hit through advertising.  
Matt DeCoursey: I would like to share my approach, because I did … The time that I really tried and thought it out, I had great success. In June 2016, or excuse me of 2017, my book, Million Dollar Bedroom, came out. The book comes out, it was selling okay, but I really wanted to get after some stuff. What I did was I went to … Amazon lets you … I was in a couple different categories like they let you have a main one, a sub one or whatever, they’ve got all these different things that come out.  
Matt DeCoursey: I got into all these categories and I found the top 100 list. I took the author’s name, I took all the books that they had written, and I made those my paid keywords, right? People were looking in this category. I don’t why to be buying advertising people looking for cooking books and here’s my entrepreneur book. Anyway, I did that and I went ahead and I paid for the exposure.  
Matt DeCoursey: In July 2017, Million Dollar Bedroom, was the number one new release for small business books. Got to number two for startups, it worked and it stuck around and I sold a lot of books. Now that being said and I love being transparent, I didn’t have a huge net positive return. I spent as much, if not more in ads getting there than I got back. I was okay with that, I wanted to get the book out there, wanted to do a lot of different things.  
Matt DeCoursey: Using those paid keywords and showing up in other listings … On other people’s product pages and in the main listings and stuff like that, it did work. It was a bidding competition somewhere to buying Google AdWords or something like that, but that exposure did work.  
Andrew Morgans: There’s different strategies, right? With any brand, some brands are the first six months, we’re just literally trying to launch products that are ranked zero and get them up there. Other times books are not extremely profitable items.  
Matt DeCoursey: Well, let’s talk about that for a second too, because one of the things that I learned is that Amazon’s rankings are very, very influenced by velocity. As I sold more books, and it wasn’t an instant thing, but usually within 24 hours I was seeing noticeable changes over the keywords that people were finding my paid listings and buying.  
Matt DeCoursey: I was then climbing up the non-paid listings. Now people weren’t really searching for the term Million Dollar Bedroom, which didn’t really make that as findable organic. Now when my other book, Balance Me, came out, because it had balance and it was the realist guide to a successful life, it made it a lot easier to rank for the term life balance, or work life balance.  
Matt DeCoursey: That’s testament to the whole keyword and the title thing. I had done with Million Dollar Bedroom and it definitely made it a much more of an uphill climb.  
Andrew Morgans: Books at a slight disadvantage to being able to optimize on Amazon. You are ahead of the game being able to take advantage of the advertising, but you’re right, your title didn’t have any keywords that Amazon could hold onto. You’re probably about me, your about the book wasn’t probably completely SEO optimized. That’s one of the only things that shows up for books.  
Andrew Morgans: Books, you’re not allowed to change bullet points and all of these things. This is very strict in what you’re able to sell on the book.  
Matt DeCoursey: I mean, if you want to talk also about Amazon’s dominance, most people don’t know this, but three out of four books are purchased on Amazon right now. It’s crazy, I mean-  
Andrew Morgans: That was their bread-and-butter.  
Matt DeCoursey: It’s really nuts and they really make it easy to publish both electronic. Then another thing most people don’t know is they print those books one at a time as you sell them and that’s crazy.  
Andrew Morgans: Yeah, I happen to know someone that sells parts to Amazon’s warehouse that does the print order books.  
Matt DeCoursey: Yeah, they call it POD, Print On Demand.  
Andrew Morgans: Print On Demand, you’re right, and they sell some of the knives, so it’s an interesting process.  
Matt DeCoursey: Let’s get back to this, let’s talk about the images and the listings, because we were talking about that. How do I make that better? What do I do to make it better? Give me some do’s and don’ts.  
Andrew Morgans: Okay, so a lot of brands are like, “I don’t want to spend money on images, because I can’t see direct return on money.” Raising your conversion rate by a couple of points, because of good photos can be the difference in lots of money, right? The do’s are the first two main images on an Amazon listing, you want to be on white backgrounds with not a lot of other product.  
Andrew Morgans: That’s not the product you’re selling, so main focus is the product itself. Then images three through seven, sometimes eight, can be a variety of different things. They could be infographics, they could be customer reviews put into an info graphic. They could be lifestyle photos. Depending on what your product is-  
Matt DeCoursey: Can you put videos in?  
Andrew Morgans: You can put videos in, if your brand registered. Keep in mind we work with brands, right?  
Matt DeCoursey: What’s brand registered?  
Andrew Morgans: Brand registered is the ability to protect your brand on Amazon. To get it, you register your brand by having a trademark. You have a trademark, you register with Amazon, then you get the all-encompassing rights to do anything you want to your listings. Even if someone else like Joe Schmoe put your listing up first, because he was a reseller before you got around to putting your products up on Amazon, brand registry gives you that.  
Matt DeCoursey: If I’m brand registered, does that kick other sellers off from selling my stuff?  
Andrew Morgans: It does not, it does not. It gives you the ability to change your images and copy no matter who else is selling the product.  
Matt DeCoursey: Oh, it standardizes it.  
Andrew Morgans: Standardizes it, and it allows you to do things like a storefront, like in Handspring content, which is like an info graphic on your listing and add videos, which is how I brought it up. It allows you to add a video to your listings.  
Matt DeCoursey: I was reading an article in the Wall Street Journal last week that was talking about some brands having issues with counterfeits or just knock off stuff. How does Amazon deal with that?  
Andrew Morgans: Well that’s the paid services stuff. There’s ways that you can get brands gated, which means that brands, resellers have to have approval to sell your product.  
Matt DeCoursey: I see.  
Andrew Morgans: It used to be automated for the big brands like Nike and Adidas, and now there’s ways to apply if you have someone who knows what they’re doing. Another thing is they actually have a program called a transparency program, if any of you listeners want to Google that. The transparency program is something that Amazon implemented and I’ve had quite a few one-on-one calls with the head of that program.  
Andrew Morgans: What it is, is you’re getting a private label, that no matter where the product is coming from, and you pay to get it on there by Amazon. They give you this code for your SKUs, and let’s say you’re an apparel company, this is a big part of it, counterfeit in apparel. You’re an apparel company, I print and do everything locally, it costs me more, I’ve got my shirts.  
Andrew Morgans: A China seller is like, we can sell anything we want in your apparel, because we can do it cheaper and we’ll just ship from China. They’re stealing your product listings by box, etc. Well if you pay to enroll in the transparency program, any item that’s shipped, whether it’s from China, whether it’s from yourself, whether it’s FBA, has to have this transparency code on it.  
Andrew Morgans: It’s like I go to ship the item, okay, please scan. They have to scan, if they don’t have the transparency code, they’re not allowed to ship that item to the seller, eventually they’ll be shutdown.  
Matt DeCoursey: I mean, that’s clearly the advantage of hiring a business like yours, because my God I’m just sitting here like while you’re talking about that, and don’t take this wrong, but my eyes glaze over a little bit, because I’m sitting here going, how would I figure that all out on the first time? How much time would it have taken me? What was my opportunity cost in figuring that out on my own?  
Matt DeCoursey: As I’ve gotten older, and we all know I’m just not really that old, I’m just getting wiser. I really learn to appreciate the expert when it comes to just doing certain things like save me the time, let’s get this done correctly, let’s do a lot of stuff. Does it help to label your images as well? If I’m selling starch, should my image say starch?  
Andrew Morgans: Okay, my eyes just lit up, because I obsess about this. To the listeners, I obsess about this stuff a bit too much.  
Matt DeCoursey: I know the answer to this.  
Andrew Morgans: I truly believe that e-commerce is going to all voice search, or at least voice search heavy. They’re definitely going-  
Matt DeCoursey: You mean like, Alexa, find me starch.  
Andrew Morgans: Right, that’s Amazon choice, right? That’s the badges you see all over Amazon, and it’s just inefficient to text and search, it’s slower. Why wouldn’t we talk to our technology?  
Matt DeCoursey: I turned Alexa off at my house, I unplugged.  
Andrew Morgans: I hope Jeff doesn’t track me down and shut me down for saying this stuff. I have no insider information other than my intuition of doing this for eight years. They’ve basically been putting out a lot of information about adding all text to your photos, right? That’s typical in the-  
Matt DeCoursey: Let’s just get SEO online.  
Andrew Morgans: Let’s just get SEO, but their messaging is that it’s for the hearing impaired, okay? I truly believe that it’s just setting them up to be ready for voice search to find the products when they’re ready.  
Matt DeCoursey: Amazon, everything from my viewpoint, everything they do is about … They’re trying to sell more stuff, that’s why velocity matters and all these different things matter. I don’t think they’re going to come hunt you down, if anything they’re going to come acquire you. That’s the inside information I want.  
Andrew Morgans: Yeah, add all text to your photos, 100%.  
Matt DeCoursey: Okay, so let’s do a review, so my product page is where I’m selling a specific product. In order to optimize it, obviously I want to have a reasonable idea about what it is that I’m selling.  
Andrew Morgans: Visually, you want to be visually appealing right from the search results. That’s with good photos, good caption photos. Anyone that’s got seven photos that look sharp, someone’s thinking, “They spent time into this, they spent time into the product, I’m going to get a quality product,” it’s subconscious.  
Matt DeCoursey: All right, so prior to publishing my books, the cover designer that we had, I had some covers that I liked and I sent them back. These were ones that I … Concepts that I’d come up with, and both her and my editor in unison and stereo were like, “This is going to look like shit in a thumbnail.” The light bulb popped over my head and I was like, “Oh my God, you’re so right.”  
Andrew Morgans: Right, what’s it look like from a distance?  
Matt DeCoursey: Right, right, so I think that’s a good rule. Think about that, and it’s likely going to be on someone’s phone. It’s going to be in an app, and so anything zoomed out, anything that doesn’t translate well into a thumbnail. I also do something when it comes to images, and I call this flash carding. You get two seconds to look at it, what did you remember? What did you see?  
Matt DeCoursey: Literally take the picture, print it, do whatever, make it a thumbnail size, show it to someone for two seconds, what did you see? If they don’t have a clear impression, if they don’t know exactly what that is, what it’s selling, what it does, what it says, blah, blah, blah, do it again. Do it again until they can. For those of you listening, you’re sitting there looking at your phone and your finger’s just swiping down 100 miles an hour and this shits flying by, and that has a lot to do with it, do you agree?  
Andrew Morgans: I agree, you get out what you put in. You can go the extra mile, everything I’ve tried to build with the Marknology system is based off of data. It could be wrong data, but this is data I’ve analyzed and analyzed and analyzed and analyzed and come up with my best system. All the way down to using websites that help you get in front of Amazon sellers and for five dollars they’re looking at two photos and telling you which one they’re instantly drawn to, right?  
Andrew Morgans: You want to improve conversion rate, pick the one that gets 80% likes. It’s like go the extra mile-  
Matt DeCoursey: It’s like hot or not for-  
Andrew Morgans: It is 100% hot or not for product photos with Amazon buyers.  
Matt DeCoursey: Speaking of websites, your website’s Marknology.  
Andrew Morgans:  
Matt DeCoursey: Okay, and I can get more information about business there, right?  
Andrew Morgans: Right.  
Matt DeCoursey: Okay, that’s good to know. As we’re going down this recap, the Amazon SEO, we want to have images that are clear. We want to have them that are labeled. I like to say think like a search engine. The more that you have in there that’s laid out properly, you’ve got to label it, don’t get lazy. Don’t look at my book listings for these advice.  
Matt DeCoursey: 75% of the way I did it, might’ve done that too long ago.  
Andrew Morgans: You got where you need to be from the book.  
Matt DeCoursey: Maybe, you don’t write a book to sell the book, it’s a weird thing you do. I mean, some of that was more about just wanting to do it. I felt like I had something to say, so we want to have our technical specs correct?  
Andrew Morgans: Yeah, so what I mean by that is length of titles. Don’t just think about-  
Matt DeCoursey: Is there a recommendation? How long should a title be?  
Andrew Morgans: Every category is different. Every category is different, and you need to think about smart devices, smart phones, iPads. The amount that you’re going to see in that screen is different.  
Matt DeCoursey: Put the money up front. It’s like a mullet, right?  
Andrew Morgans: Do your research or hire someone that knows.  
Matt DeCoursey: Business up front and party in the back.  
Andrew Morgans: Yeah.  
Matt DeCoursey: Yeah, isn’t that a great example?  
Andrew Morgans: Yeah.  
Matt DeCoursey: That’s in your first show of your recurring series, congratulations.  
Andrew Morgans: I used to have an awesome mullet shirt. It was just incredible.  
Matt DeCoursey: By the way, I went to a wedding in Vegas over the weekend, and minister Mullet, who was a friend of the groom and the bride. His last name just happened to be mullet, which what was even more fitting was he had no hair at all, completely bald. Minister Mullet was completely bald, that’s a real thing. All right, so as my listings have gone on, it’s important to continue to analyze and then optimize, right?  
Andrew Morgans: Right, so two seconds on that, is we talked about the advertising being the other keywords we’re not putting in the listing. If the advertising has a bunch of terms that are just doing great, like books that you were converting on in your example. Think about okay, we started with these 10 keywords, but we’re not stuck to them.  
Andrew Morgans: If you’re tracking them, maybe you’ve got six that are doing well, the other four aren’t, and you’ve got 15 keywords and advertising that are doing great, think about switching those out. Continuing to be dynamic with it and being able to change. The advertising can tell you a big part of what to re-optimize in your listing.  
Matt DeCoursey: Right, I agree with that and yeah, that’s just good advice in general. I actually do that on Google too just in general SEO. Do you know that we do SEO at my company?  
Andrew Morgans: I do.  
Matt DeCoursey: You do? It’s funny that you knew that. For those of you that aren’t familiar, our other cohost who isn’t here today, Matt Watson and I own a business called Full Scale. We help businesses find developer’s remote access to top-of-the-line developers. We have an office in [inaudible 00:31:20]. If you want to check that out, you can go to  
Matt DeCoursey: The word on the street is your launching a webinar.  
Andrew Morgans: Yeah, and I put that down here for us to bring up, because I really think I’m doing something different than what’s out there. There’s a lot of great Amazon consultants out there, but I think that they’re given a limited amount of time. They touch very high level on a lot of these things that they’re talking about. I’m trying to put out there a webinar series.  
Andrew Morgans: Right now I’m doing one on product optimization, that’s why I brought it up. It’s a four-part series with Q&A at the end. It’s going to be legitimately a playbook, like everything I know in these webinars covered, Q&A to answer any questions. I think it’s the first of its kind really to be the nuts and bolts of what to do with your pages.  
Matt DeCoursey: When’s that happening?  
Andrew Morgans: I’m actually releasing the intro this week, which is giving you a background on it, see if it’s something that you’re fit for. It can be for beginners, but it’s more right past that beginner to pickup with and learn with. It’s already been written, we’re just waiting on a release date. I definitely want to be able to market it and get it out there for some people.  
Matt DeCoursey: Sure, and since people listen to this now, later, whatever, if you’re listening to this episode of Startup Hustle and it’s been out for a little bit, scroll down the list a little bit, because I think we’ll probably do something about the webinar when it comes across.  
Andrew Morgans: Yeah, and I was going to suggest, you can just get on, subscribe, contact us, say, “Hey, I’d be interested in the webinar whenever it comes out,” and we’ll put you to our list and give you first access.  
Matt DeCoursey: Yeah, but we’re going to do something cool like bad lip sync live to your webinar.  
Andrew Morgans: Yeah, I’m in, now that we’ve got video.  
Matt DeCoursey: Yeah, yeah, yeah, if you want to check out the video of us recording it, which is two dudes sitting across from each other in a table talking into microphone. You can, the Startup Hustle YouTube channel, we brought that back around. We got a full 49 episodes deep into this thing before we were like, “You know what? We should be doing video too.”  
Matt DeCoursey: Well, you know what? I think we got off to a good start here.  
Andrew Morgans: Yeah, I hope our listeners got a little bit of information that they can use, at least get them thinking about their product pages, thinking about Amazon, thinking about tuning in. Maybe it’s every other Tuesday, once a couple of times a month. Getting updates on their Amazon, especially if they’re interested in that space and just learning with us.  
Matt DeCoursey: Yeah, every other Tuesday would be way too accurate.  
Andrew Morgans: Yeah, I know, you can’t [crosstalk]  
Matt DeCoursey: I like to keep people on their toes. I like to let them know, I want them just sitting there staring at my phone, when’s that push notification coming for the next episode of Startup Hustle? Look, for those of you listening, whether your brands established or whether it’s not, the best thing you can do is start, just start. If you feel busy, hit Andrew up, go to, see what he might be able to do for you.  
Matt DeCoursey: He’s a nice guy, he’s going to talk to you and give you some good advice most likely. If it’s a good fit, he’ll help you sell some stuff online. If you want to keep learning about business, startups and other things, hit that subscribe button. Stick around, Startup Hustle, we’ve got a lot of okay advice about things you should do, not do, definitely not do, and also learn about all the stuff we have not done well.  

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