Whatever you are selling, there is a good chance that people are actively looking for the same products online. The fastest way for you to reach them and other potential buyers is through ecommerce platforms like Amazon. However, since anyone with a computer and internet connection can do the same thing, the online marketplace can get saturated. It is very easy for your brand to disappear. How can you make it easier for your target audience to find you? The answer lies in Amazon SEO.
What is Amazon SEO?
Whenever the word SEO is mentioned, most people instinctively think of search engines. However, Amazon has its own search algorithm known as A9, and it works differently from Google or Bing. 66% of users start their Amazon shopping experience with a search query.
While Google reportedly has around 200 ranking factors, A9 has way fewer. Still, this does not make things easier for you. It just means that you have to approach optimization differently. According to Amazon, enhanced content can increase your sales by 3-10% through a higher conversion rate.
How Does The Algorithm Work?
At its core, A9 is similar to Google’s algorithm in that it analyzes the keywords and matches the most relevant solutions to the user’s needs.
However, if there is one thing you have to understand, it is that Amazon cares only about selling as quickly and efficiently as possible. With this in mind, you must focus on two things: relevance and performance.
Optimizing for these two factors will give you a great product listing that is more visible to Amazon customers and has a higher chance of converting views into sales.
Ranking Factors Related to Relevance
Same with Google, Amazon customers use keywords to help them find what they need. Similarly, they only look at the top options, rarely going beyond the second or third results page.
The goal is to be among the first few products in the search results by making your listing as relevant as possible. For your product page to be more relevant to your target audience, you need to use the right keywords in the following areas of your product listing.
Your product title is one of the most prominent components of your listing and has the most impact on the performance of your page. As such, you must optimize it by adding the right keywords at the right places.
The current best optimization practice is to include the following elements in your product name:
- Brand name
- What the product does
- Notable material or ingredient
- Characteristics like color
- Specs like size
- Quantity per unit
While it is essential to use the relevant keywords, you must avoid keyword stuffing. If you cram the keywords mindlessly to cheat the algorithm, your product title will not make sense, ending up frustrating the viewer.
Another thing to note is that the product title is only 115 to 144 characters long. Given the limited space, you must add the most relevant keywords first to generate the highest-ranking signals as possible.
It might be a good idea to make a list of the most important keywords for this. It will help you prioritize the search terms, helping you add them strategically.
Name of Seller
Similar to the brand name, the seller name can be optimized to boost your ranking and increase organic traffic to your product page. The best way to do this is by integrating the main keywords into your seller name.
The impact of seller name optimization is not documented by Amazon, which means that it is strictly anecdotal. Still, there is enough evidence that points to this, and most digital marketers today swear by it.
If there is one place you can do keyword stuffing and get away with it, it is with your backend keywords. These search terms are used in the backend section of your Amazon seller account, which essentially means that they are not visible to the customers.
Nonetheless, they are indexed by the algorithm, informing A9 that your product listing is aiming for a specific keyword in the site. It offers the perfect venue for you to add all the other relevant search terms that would not fit the product title or seller name.
However, there are a few basic things to keep in mind when adding your backend keywords. This includes not repeating words, not using too many variations of one word, and using synonyms and variations in spelling. This will help you squeeze as many ranking points as you can out of your backend keywords.
The Brand Field
The product brand can be found above the title or headline, occupying valuable real estate on your product page for various reasons.
First, most Amazon buyers search for products based on the brand name. By optimizing this part of your listing, you allow more of them to find your products faster and easier.
Secondly, it links to numerous search results for other products in your brand, offering a great way to showcase your entire product line without investing additional marketing resources.
Bullet points do not directly impact your search rankings, but they offer a great opportunity for you to present the key features of your products and what benefits the buyers can expect.
Ranking Factors Related to Performance
Compared to relevance-related factors, elements that impact the performance are harder to control. Still, it is vital to understand them so whenever an opportunity presents itself, you can make the right business decisions that can boost your Amazon search rankings.
Amazon or not, the price you charge for your products will have an impact on your sales. But in the context of increasing your search rankings, it is important to make your price in Amazon competitive compared to other sites that sell your products or other similar products. Another aspect to look into is how the price of your products corresponds to the price of similar products within Amazon.
If other products are more affordable, there are two ways that the competition will gain the advantage. First, Amazon shoppers will be more likely to buy the cheaper option. Second, Amazon will predict that buyers would prefer other products over yours. Both scenarios will impact your search rankings negatively.
As much as possible, set a price that will not put your brand at a disadvantage.
One of the biggest challenges in online shopping is bridging the gap between product quality and customer expectation. One way to manage this is by using high-quality product images. This will allow potential buyers to assess your product more accurately and arrive at the best purchasing decision.
If you apply this to Amazon, products that use high-quality images have higher conversion rates as shoppers are more confident about buying them. Amazon’s search algorithm, in turn, will see the higher conversion rate as a good ranking signal.
Similar to Google, Amazon’s search algorithm aims to match the solutions that are best-suited to the buyers’ needs. Understandably, products with a higher number of favorable reviews receive higher rankings than those with negative or fewer customer reviews.
Encourage more customers to leave reviews by sending them emails after making the purchase. While there is no guarantee that they will leave positive feedback, increasing the number of your product reviews is beneficial in itself.
Besides, negative feedback can help you improve your products and become more competitive in the future.
Amazon’s algorithm is not designed to make your life as a seller more difficult. Its objective is to satisfy its customers and help them find what they need. Ultimately, your goal and Amazon’s goals are the same: to serve as many buyers as possible.